Date post: | 15-Feb-2017 |
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Coca colaByVaibhav
Company history Atlanta, Georgia, May8, 1886. Dr John Stith
Pemberton; Frank M. Robbinson – The Trademark “COCA COLA”.
1919-1940: COCA COLA began to sponor Olympic Games (1928)
Creates modern appearance of santa claus in an advertisement (1931)
2nd World War: every man in uniform gets coca-cola for 5 cents.
Company has a subsidiary in Germany that sells a new brand– “Fanta”
1982: the new Diet Coke1985: company launches a new taste coke.
“The New Coke”2001-2009: Extension of Products range. New
products released
Facts and Statistics Coca cola: Symbol of globalization
Evolving slogans
- increases the life of the product
-easy to remember the brand by these slogans
In 1971 came up with an advertisement classic
“Teach the World to Sing”
Focus on the best lines
-operating income increased from 77% in 1984 to 97%
Reinvestment –in 1990 concentrated on profits
-in `83 most of its profit were paid out as dividends to shareholders
-operating income increased from 77% in 1984 to 97%
Strategies Marketing strategy- invested a lot in marketing since
beginning
Advertising: Make the soft drink more popular by advertisements
Focus on consumer- differentiated their products
Differentiation with customers - the direct customers of Coca-Cola are outlets such as service stations, newsagents, leisure centres, cinemas, clubs, supermarkets and many other retailers selling soft drinks.
Differentiation with consumers - Over many years Coca-Cola has expanded its markets horizontally in country after country, until there is virtually no place on earth where people do not drink Coca-Cola.
Win the largest market share - Coca-Cola’s production techniques are so well developed that it costs a fraction of the selling price to manufacture their product, resulting in high profit margins.
Comparative advantage: NO One reason behind Coca Cola`s success in international
markets was due to its ability to understand and defend its positions.
The threat of substitutes is reduced by the expansion of products portfolio: - Many alternative beverages e.g. juice, tea
Different levels of bargaining power exist among the groups of buyers: - Vending Machine – no buyer bargaining power - Fast Food chain – more bargaining power
Thank you
https://www.youtube.com/watch?v=lqT_dPApj9U