Coca Cola in short
- 2. • Coca Cola was invented by Mr. John Pemberton in 1886 as a substitute for morphine . • Initially sold as a medicine for about five cents. Carbonated water good for health. • In 1888,The drink was sold in America by three companies Pemberton’s company, Asa Candler and Margaret Dozier • In 1919, Coca cola was purchased by a group of investors and the company publicly offered 500,000 shares. • In 1986, The Coca-Cola Company merged with two of their bottling operators (owned by JTL Corporation and BCI Holding Corporation) to form Coca-Cola Enterprises Inc. (CCE)
- 3. Our mission is: To refresh the world in mind, body and spirit To inspire moments of optimism and happiness through our brands and actions To create value and make a difference.
- 4. People: Inspiring each other to be the best we can be by providing a great place to work Portfolio: Offering the world a portfolio of drinks brands that anticipate and satisfy people's desires and needs Partners: Nurturing a winning network of partners and building mutual loyalty Planet: Being a responsible global citizen that makes a difference by helping to build and support sustainable communities Profit: Maximising long-term return to shareholders, while being mindful of our overall responsibilities Productivity: Being a highly effective, lean and fast-moving organisation.
- 5. Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it's up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well
- 6. Introduced in 1940, Fanta is the second oldest brand of The Coca- Cola Company and our second largest brand outside the US. Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in more than 190 countries and ranks as the No. 3 soft drink worldwide. 2 3 Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world. 1 PRODUCTS
- 7. Minute Maid has been making juice for more than 60 years and has a heritage of nutrition, innovation, and quality. It was founded in 1945 Coke Zero was Coca-Cola's largest product launch in 22 years and launched in 2005, reaching billion- dollar status in 2007. 5 6 Diet Coke, also known as Coca-Cola light in some markets, is a sugar- and calorie-free soft drink. 4 PRODUCTS
- 8. SEGMENTATION,TARGETING,POSITIONING STP marketing is a three-step approach to building a targeted marketing plan. The "S" stands for segmenting, the "T" for targeting and the "P" for positioning. Going through this process allows a business owner and marketing consultants or employees to formulate a marketing strategy that ties company, brand and product benefits to specific customer market segments.
- 9. SEGMENTATION SEGMENTATION BEHAVIORAL GEOGRAPHIC DEMOGRAPHC PSYCHOGRAPHIC Psychographic: involves dividing your market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. Demographic: is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. Behavioral: segmentation is a marketing strategy based on actual consumer buying behavior. It divides the market into groups of customers according to their knowledge of, attitude towards use of or response to a product. Geographic: is a common strategy when you serve customers in a particular area, or when your broad target audience has different preferences based on where they are located.
- 10. COCA COLA’S SEGMENTATION STARTEGY GEOGRAPHIC SEGMENTATION: Oasis Juice, the product is available in different flavors (berry, lemon, and orange tangerine). It’s mostly popular in Britain and Ireland. Coca Cola, the most popular soft drink so far that being sold in most countries in the world. DEMOGRAPHIC SEGMENTATION: Minute Maide- targets kids and adults from 1 year to 10 and 40 plus. It’s convenience to carry. It targets parents that want their children to drink healthier drinks. Diet Coca Cola- targets adults, between 30-50 who are health conscious but want the taste. PSYCHOGRAPHIC SEGMENTATION: People who are brand conscious will not drink beverages of less known brands. They will try to show their status by drinking Coca-Cola. Many people today make their purchases decisions based on the company’s ethics and, or social responsibility. Coca Cola gains the trust of its consumers by contributing to the environment in varies ways. BEHAVIORAL The level of education is another factor that the company is paying attention to. In an high percentage education, the company can use advertisements to convey the company massage.
- 11. TARGETING DEFINITION: Targeting is the process in which a company gains knowledge about a market and subsequently develops a product to suffice the market. Coca-Cola entered in India in the year 1950 but chose to exit the country in 1977 after the Governments’ new law of dilution of equity of MNCs. October 24, 1993, marked the second coming of Coca-Cola into India. The local player Thums up was then having the largest market share in India and Coca cola was facing some stiff competition, Coca Cola finally purchased Thums up and now Thumps up is sold under the brand name of Coca Cola
- 12. POSITIONING POSITIONING: refers to the consumer's perception of a brand or product in relation to competing brands or products
- 13. COCA COLA VS PEPSI OPERATIONS AROUND 200 COUNTRIES OVER THE WORLD. PEPSI ALSO HAS OPERATIONS AROUND 200 COUNTRIES AROUND THE WORLD. COCA COLA IS RECOGNIZED BY ITS NAME GLOBALLY. IT IS RECOGNIZED BY ITS UNIQUE LOGO THE BRAND IMAGE REVOLVES AROUND EMOTIONS AND FEELINGS THE PEOPLE SHOULD GET WHEN THEY DRINK COCA COLA. THE BRAND IMAGE REVOLVES AROUND YOUTHFULNESS AND SOCIAL RESPONSIBILTY.
- 14. COCA COLA VS PEPSI LARGER AND BETTER DISTRIBUTION NETWORK AS COMPARED TO ITS RIVAL WIDE DISTRIBUTION NETWORK BUT COMPARED TO COCA COLA LESSER. COCA COLA SPECIALLY PARTICIPATES IN EVERY WORLD EVENT FOR SPONSORSHIP, IT HAS AN IMAGE THAT IS WORLD WIDE FAMOUS. PEPSI FOCUSSES ON MUSIC FESTIVALS SPONSORSHIP ALTHOUGH IT DOES GET INVOLVED IN SPORTS LIKE CRICKET.
- 15. COCA COLA VS PEPSI 5 million facebook fans, 27000+ twitter followers 7000 youtube subscribers 3 million fans on facebook, 60000 twitter followers, 11,000 youtube subscribers. CONCLUSION: Coca Cola by far is much stronger than Pepsi, the market share of Coca Cola worldwide is almost 80%, 4 times more than Pepsi, although people prefer Pepsi’s taste much better than Coca cola but still Coca cola has the say in terms of the market share. The distribution network of Coca Cola is much stronger than that of Pepsi and this has inevitably helped Coca Cola capture the major market share.