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Prepared By:
Jagruti Solanki – 47
Nimavat Mayuri – 34
Khyati Bhatt – 04Nehal Jogani – 17
Heena Sheladiya – 45
Neha Kasundara – 23
Dhara Chodvadiya - 06
Presentation on
Marketing Strategy of “Coca cola”
In Strategic Mgt
Submitted To :
Prof. Brinda Raycha
K K Parekh Institute of Mgt Studies - Amreli
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The Coca Cola Company
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Agenda
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OBJECTIVES
• To know the core values, vision and mission
• To understand the internal and external
environment in which Coca Cola operates.
• To understand the future prospects of
different products
• To identify and characterize the different
growth strategies used by Coca Cola
• To know about the Coca-Cola Company’s
strategies management process
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History
• Originally established as the J. S. Pemberton
Medicine Company (co-partnership between Dr. John
Stith Pemberton and Ed Holland)
• Three main products:
• Pemberton’s French Wine Cola
•Pemberton’s Indian Queen Hair Dye
• Pemberton’s Globe Flower Cough Syrup
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John Stith Pemberton
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Introduction
• More than 500 nonalcoholic beverage brands:
• waters
• enhanced waters
• juices and juice drinks
• ready-to-drink teas and coffees
• energy and sports drinks
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• Coca-Cola was first sold to the public in
Atlanta at Jacob’s Pharmacy
• Only 9 servings of the soft drink were sold
each day
• Sales for the first year were only $50
•
Today it has 3000 brands-200 nations
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Type Soft Drink (Cola)
Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area Served Over 200 countries
Flavors Cola, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange andCola Raspberry.
Employees 92,400
Servings per Day 1.6 Billion
COMPANY OVERVIEW
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MARKETING OBJECTIVES
• to enable a company to control its marketing
plan.
• to help to motivate individuals and teams to
reach a common goal.
• to provide an agreed, consistent focus for all
functions of an organization.
• All objectives should be SMART i.e. Specific,
Measurable, Achievable, Realistic, and Timed.
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CORE BRAND IN INDIA
Product line soft-drink:
• Coca-cola
• Sprite
•Fanta
• Diet coke
• Limca
• Maaza
• Thums up
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SEGMENTATION OF MARKET
• MASS MARKETING :
However in some of its popular product both the
companies follow the mass marketing strategy. In
this type of segmentation, companies target the
whole market and not any particular segment of the
population.
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• TARGETED MARKETING
• The most apparent method used by Coca Cola is with no
doubt the differentiated marketing method as Coke satisfys a
range of different markets. Diet coke satisfys the weight
consciousness, regular coke, sprite, fanta the average human,
coffee, iced tea etc. Each group of beverages satisfy a particular group of people but majority the average human.
A. GEOGRAPHICAL :
REGION
RURAL VS. URBAN MARKET
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PRODUCT MIX
A product is anything that can be offered to a market
to satisfy a want or need, including physical goods,
services, experiences, events, persons, places,
properties, organizations, information, and ideas.
PRODUCT PORTFOLIO :
The Coca-Cola Company has more than 2800 products in over 200 countries.
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Product Portfolio of CCI
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STRATEGIES
• Differentiated Marketing
• Customer satisfaction
•
Endorsement of celebrities• Reasonably priced
• Consumer connecting advertisements
• Availability in every local market
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PRODUCT FILLING STRATEGY
• Reaching for incremental profits
• Trying to satisfy dealers who complain about
lost sales because of missing items in the line
• Trying to utilize excess capacity
• Trying to be the leading full-time company
•
Trying to plug holes to keep out competitors.
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PRODUCT LIFE CYCLE
• DEVELOPMENT
• INTRODUCTION
•
GROWTH• MATURITY
• DECLINE
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BRANDING
• Coca Cola has spent millions of dollars developing
and promoting their brand name, resulting in world
wide recognition. 'Coca-Cola' is the most recognised
trademark, recognised by 94% of the world's population and is the most widely recognised word
after "OK". Coca Colas red and white colours and
special writing are all examples of world-wide
trademarks.
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• There are a number of branding strategies:
Generic brand strategy,
Individual brand strategy,
Family brand strategy,
Manufacturer s brand strategy,
Private brand strategy and
Hybrid brand strategy.
Coca Cola utilizes the Individual brand strategy as Coca Colas
major products are given their own brand names e.g Fanta,Sprite, Coca Cola etc although they maybe presented as
different lines they operate under the name of Coca Cola.
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BRAND NAME
Through various researches it is been found that a
symbolically significant name helps to sell a product.
When it was introduced in china in the 1920, cocacola sounded like “kou-kekou-la” which means “a
thirsty mouth and a mouth of candle wax”. The
company changed the phonetic translation to “ke-
kou-ke-le” which means “a joyful taste & happiness”
thirsty Chinese consumers responded in drove to the
more felicitous “meaning”.
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BRANDING IN RURAL MARKET BY
COCA COLA
• The advertisement with tagline-“Thunda matlab
COCA COLA” was targeted at rural semi urban
consumers.
• The campaign was launched to supports Coca colarural initiative. However, the poor rural infrastructure
and consumption habits that are very different from
those of urban people were two major obstacles to
cracking the rural market for coca-cola.
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BRAND REVITALIZATION
• To recover and reposition brand in mind of consumer
when it is not working successfully is know as Brand
Revitalization.
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PACKAGING
Coca cola and Pepsi are very innovated in the packing of their
product. These companies introduced different concept of
packing. The Airtight bottle concept is given by the Coca cola,
which has revolutionized the bottling and packaging industry.
These Cola giant also introduced the different size of returnable glass bottle like 200ml, 300ml and nonreturnable
plastic bottle like 600 ml, 1.5 litre, 2 litre according to the need
of the targeted customer.
Coca cola is innovative in design of bottle like Fanta, Aqua fin(500ml & 1 litre) having curve shaped bottle that are easy to
hold.
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PRICE
• The price of Coca Colas products is one of the most
important factors in a customers decision to buy.
Price will often be the difference that will push a
customer to buy our product over another, as long asmost things are fairly similar. For this reason pricing
policies need to be designed with consumers and
external influences in mind, in order to effectively
achieve a stable balance between sales and coveringthe production costs.
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PRICING STRATEGIES
Trade Promotion :
• Coca cola company gives incentives to middle men
or retailers in way a that they offer them free samples
and free empty bottles, by this these retailers andmiddle man push their product in the market. And
that’s why coca cola seen more in the market. And
they have a good sale in the market because
according to the expert which product seen more inthe market that sells more.
• “Seen as sold”
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Different Price In Different Seasons
• Some times Coca Cola Company change theirproduct prices according to the season.
Summer is supposed to be a good season for
beverage industry . So in winter they reducetheir prices to maintain their sales and profit.
But normally they reduce the prices of their
pet bottles or 1 litter glass bottle.
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PROMOTION STRATEGIES
• Getting shelves
• Eye Catching Position
•
Sale Promotion• UTC Scheme (under the crown scheme)
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LABELING
• Coca cola has associated it self to rich deep blue
colour as blue colour represents eternal youthness and
openness that is appropriately consistence with the
youth segment they are targeting.
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POSITIONING
• Coca cola try to positions themselves as the happiness
bringing drink and drink for every community as
visible from above advertisement. As this is well
judged by their advertisement and their slogans. Their are different advertisement, which depicts that’s coca
cola, is the need for party or coca cola brings more
joy and taste to the party. Coca cola has roped in
GautamGambir as brand ambassador for the companynew “coca cola open happiness” campaign ahead of
IPL seasons.
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COMMUNICATION STRATEGY
• Looking the changing environment the coca cola
calibrated their communication strategy in a very
innovative way. “Imagery” works for carbonated soft
drinks, while “functionality” works for other category.
• The company introduced the youngistaan commercial
with the attitude, self-belief and can-do spirit.
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INNOVATION IN ADVERTISEMENT
METHODS
• Sub-minimal effect advertisement
• Personal promotion
• Ambush marketing
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DISTRIBUTION CHANNEL
Coca Cola Company makes two types of selling :
• Direct selling
• Indirect selling
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Direct Selling
• In direct selling they supply their products in shops by using their own transports. They have almost 450
vehicles to supply their bottles. In this type of selling
company have more profit margin.
Indirect Selling
• They have their whole sellers and agencies to cover
all area. Because it is very difficult for them to cover
all area by their own so they have so many whole
sellers and agencies to assure their customers for
availability of coca cola products.
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SALES PROMOTION ACTIVITIES
• Coca-Cola Cricket
• Coca-Cola Concerts
• Coca-Cola Food Mela
• Coca-Cola Basant Festival
• Coca-Cola GO-RED
•Coca-Cola Shopping Festival
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- Strong brand image- Financially stable
-Strong distribution channel
-Heavy promotional
activities
-70% revenue-outside USA
STRENGTHS
WEAKNESS
-Health care issues.
-Product offering restricted to
beverages
-Inability to launch newproduct.
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MAJOUR COMPETITORS
• Pepsi – primary competitor
• Nestlé
• Dr Pepper Snapple Group
• Groupe Danone
• Kraft Foods
• Unilever
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CONCLUSION
• The marketing strategy of Coca Cola is working for
them and the product is gaining popularity among
youth day by day.
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