Date post: | 20-Jan-2015 |
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Marketing |
Upload: | rahul-mehta |
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BY RAHUL MEHTA
CONTENTS
• INTRODUCTION• MISSION,VISSION AND VALUES• BRANDS• RESEARCH AND THE SHIFT• SEGMENTATION AND TARGETING• THE MARKETING MIX(4PS)o PRODUCT AND PRICEo POSITIONING PROMOTION AND ADVERTISINGo Place
INTRODUCTION
• The Coca-Cola Company is an American multinational beverage corporation.
• Headquartered in Atlanta, Georgia.• The company is best known for its flagship product
Coca-Cola, invented in 1886• The Coca-Cola formula and brand was bought in 1889
• Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day
• Our Mission• To refresh the world...• To inspire moments of optimism and
happiness...• To create value and make a difference.
• Our Vision• People: Be a great place to work where people are inspired to be
the best they can be.• Portfolio: Bring to the world a portfolio of quality beverage
brands that anticipate and satisfy people's desires and needs.• Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value. • Planet: Be a responsible citizen that makes a difference by
helping build and support sustainable communities.• Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.• Productivity: Be a highly effective, lean and fast-moving
organization.
• Live Our Values• Our values serve as a compass for our actions and
describe how we behave in the world.• 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
Marketing Research
Problems • plastic bottles• Glass bottles-have to wait• For older section-not healthy
MARKETING MIX
WHATS NEW???
• It's the first version of the family produced with stevia and sugar as sweeteners.
• It is a low-calorie version of Coca-Cola, having 36kcal/200mL.
• Compared to Coke which has 84kcal/200mL• 60% fewer calories than the classic version.• Comes in recyclable Bottles made from 30%
plant material.
ICE BOTTLES
ENJOY CHILLED
Happiness Machine
Coke Sprite
Coke Life
Fanta
Diet Coke
DEMOGRAPHIC:AGE: Coca-Cola Life segments the age group 13-60.Coca-Cola Life specifically target more young than older.FAMILY TYPE:. Coca-Cola Life introduces its economy pack and that’s how the focus family and groups.INCOME:. Coca-Cola Life segments different income levels by packing.
SEGMENTATION
PSYCHOGRAPHIC. All psychographics variables:-social classLifestylepersonality Coca-Cola Life segments everyone.But again its there packaging which is different for different consumers.
SEGMENTATION CONTINUED
BEHAVIORAL:
OCCASION:. Coca-Cola Life segments different occasions which are celebrated in the country.•culture of India•Benefits•Readiness stage•Attitude towards the product
SEGMENTATION CONTINUED
TARGET
•Coca-Cola targets every customer who is thirsty.•Main age group18-25. •Covers 40% of total age segment.
•COCACOLA LIFE•Differentiated- Healthy cola•Coca-Cola Life targets 13-60.•Mainly for students, family and during celebrations SOCIO ECONOMIC STATUS: Upper class and lower class
TARGET CONTINUED
Price
• 330ml can – 30• 500ml bottle – 44• 1l bottle – 60
• ICE BOTTLE• 200ml – 12
Promotion And Advertising
Believe in a happier tomorrow
Promotion
• Discounts• Free Samples• Other promotional activities
• Budget for Promotion is approx – 30Cr
ICE BOTTLES
Advertising
We shared We Celebrated
Advertising Cont
In the process made lives happyWhat about the future???
Coca-Cola lifeBelieve in a happier tomorrow
Advertise(Social media)
Advertising
Video• Television• YouTube adsOutdoor• Hoardings
PRINT• Newspapers• MagazinesAudio• Radio
Budget for Advertising is approx 90 crore
Place
Normal• Local Markets• Super Markets• Shops• Petrol pumps
Vending Machine• Stadiums• Shops with high sales• Colleges• Beaches• Parks
THANK YOU FOR LISTENING !
ANYQUESTIONS