coco cola

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Marketing management PROJECT ON COCA-COLA

History : 

History Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name 'Coca-Cola' was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He kept the name Coca-Cola in the flowing script that is famous today.

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In 1891, Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola business, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. Within four years, his merchandising flair helped expand consumption of Coca-Cola to every state and territory. Under Robert W. Woodruff six decades of leadership , The Coca-Cola Company took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over.

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The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office in 1893, followed by "Coke" in 1945. The unique contour bottle, familiar to consumers everywhere, was granted registration as a trademark by the U.S. Patent and Trademark Office in 1977, an honor awarded very few packages.


COKE IN INDIA Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India  After a 16-years absence, Coca-Cola returned to India in 1993 Coca-Cola India started business, including new production facilities, wastewater treatment plants, distribution systems and marketing equipment. Coca-Cola system has invested more than US$ 1 billion in India Coca-Cola is one of the country's top international investors

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MOTO Everything we do is inspired by our enduring mission: To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and our actions. To Create Value and Make a Difference... everywhere we engage.

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Vision To achieve sustainable growth, we have established a vision with clear goals. Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference.

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INNOVATION Manifesto represents the beginning of a journey which, will never end. It is a foundation upon which will build sustainable growth as each and every member of the Coca-Cola system recognizes and invests in company’s rich long-term opportunities, while also accepting a renewed responsibility for meeting its short-term commitments.

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People - Coke inspires to be a great work place, where people are inspired to be the best they can be. Profits - Coke maximizes return to shareholders while being mindful of overall responsibility. Portfolio - Coke brings the global marketplace beverage brands that anticipate &satisfy people’s desire & needs. Partners - Coke actively nurtures a winning network of beverage and bottling partners, building mutual loyalty. Planet - Coke acts as a responsible citizen, focus on environmental efforts making making a difference wherever they engage.

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PRODUCTS DESCRIPTION The Rejuvenation division offers a range of drinks designed to improve how people feel physically and mentally. Products include ready-to-drink coffees, teas and herbal beverages. The Health & Nutrition division produces a range of products to promote health and well being. In the US, its products encompass Minute Maid Premium 100% juices, Hi-C fruit drinks and Minute Maid Coolers. The Replenishment division offers a range of water products around the world. The division also produces a range of energy drinks, such as PowerAde.

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Elsewhere in the world, the company has created other products designed to meet the needs of local consumers and communities. For example, in Chile, it developed Bibo (Kapo) because mothers wanted a healthy, noncarbonated drink for their children.

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Customers Customers include large, international chains of retailers and restaurants, as well as small, independent businesses. Some of our customers are major corporations as globally familiar as the name Coca-Cola; others are the corner market or the local pushcart vendor.

Rural marketing strategy : 

Rural marketing strategy CCI's rural marketing strategy was based on three A's - Availability, Affordability and Acceptability. The company opted for a hub and spoke distribution system to market in rural areas.( stock was transported from the bottling plants to hubs and then from hubs, the stock was transported to spokes which were situated in small towns.) Large trucks for transporting stock from bottling plants to hubs and medium commercial vehicles transported the stock from the hubs to spokes.stock from spokes to village retailers the company utilized auto rickshaws and cycles. It made an investment of Rs 7 million to meet rural demand .  Through its rural distribution initiatives, CCI was able to increase its presence in rural areas from a coverage of 81,383 villages in 2001 to 1,58,342 villages in August 2003


INNOVATIONS LATER The three main ways are through innovation, relations or reputation.   First of all innovation can be used. This may certainly give coca cola competitive advantage because it introduces a new product, which many people will want to try People will like to purchase the commodity even though price is high because no substitutes are available. It may also give coca cola brand loyalty which means customers will stay loyal to them no matter what happens.

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Many of coca cola’s plastic bottles are recycled and as a result less resources are lost and costs decrease. This makes profits increase. It attracts a new market segment This will mean they will have a higher revenue increasing long term profitability.

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Another factor is marketing. This is a very important factor for coca cola. In order for the company to maintain its strong market position, Coca Cola needs to continuously strengthen its brand to maintain brand loyalty and positive responses and differentiate itself from its competitors  If coca cola used strong marketing it may raise barriers to entry, thus decreasing the threat of new entrants to the industry.  Coca Cola's brand represents quality, taste and excitement to the market, qualities that remain unmatched by the company's competitors, thus severely reducing any threat of being substituted.

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The message that is conveyed through Coco Cola's advertisements implies that no matter what personality or what ever kind of lifestyle someone has drinking cola boosts their confidence as well as allowing them to get pleasure from every day activities that are considered as being dull.   This gives a bright, bubbly, lot of energy, loving and not to mention lively atmosphere. The white meaning a loyal, pure and trustworthy company

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