2. INTRODUCTIO
N
Coca-Cola is the world's most recognized brand and now anchors a portfolio
of more than 500 brands and more than 3,500 beverages. Coca-Cola is the
most popular and biggest-selling soft drink in history, as well as one of the
best known products in the world.
It was created in Atlanta, Georgia, by Dr. John S. Penberton. Coca-Cola was
first offered as a fountain beverage by mixing Coca-Cola syrup with
carbonated water. Even though Coca-Cola may have started in the United
States, its popularity is universal.
Today, one can find Coke in every part of the world.1.6 billion servings per
day.
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3. PRODUC
T
Brand Portfolio:
carbonated drinks
soft drinks
diet carbonated drinks
frozen beverages
fruit juices
juices
coca cola
fruit smoothies
fruit tea
coffee
Tea/ Coffee
Coffee drink
mineral water
water
enhanced water
sports drinks
energy drinks
other drinks
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4. Coca Cola Company makes two types of selling:
PLACE
Direct Selling
In direct selling they supply their products in shops by using their own
transports. In this type of selling company have more profit margin.
Indirect Selling
They deal with many whole sellers and agencies to cover all areas globally. To
assure their customers for availability of coca cola products, as their products are
sold in 200 countries with the consumption of 1.8 billon coke products per day.
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5. PROCE
SS
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Contemporary, up-to-date
Refreshing flavor
Beverages category
Distinctive taste profile
Optimistic view of life
Its packaging has also helped in increasing its brand awareness due to its being
convenient to shelf keeping and placing in freezers etc.
• Its availability in different sizes has increased its ease to access and availability’s
much it seen as much it increases its awareness.
• Facilitating the product by infrastructure
For providing their product in good manner company has provided infrastructure
these includes:
• Vizi cooler
• Freezers
• Display racks
• Free empty bottles and shells for bottles
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6. •
PEOPL
E
The key for development is quality motivation and rewarding system to
understand their employees' needs.
• They differentiate financial and non-financial incentives.
• Their financial incentives include rewards for innovative solutions, rewards
for employees of the quarter based on their achievements, annual and
quarterly incentives for the realization of goals.
• Their non-financial motivational incentives there are personal
development, the chance to achieve full potential, and the chance to be
promoted. They are very proud of encouraging internal promotions,
education, recognitions, achievements, challenges and responsibility
• In their company performance is monitored and measured through seven
key achievement areas. These are management, business/financial, people
development, leadership, relationship, growth & innovations and
corporate & social responsibility.
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7. PRICE
• Different Price in Different Seasons .Sometimes Coca Cola Company changes
their product prices according to the season. Summer is supposed to be a good
season for beverage industry in world, so in winter they reduce their prices to
maintain their sales and profit.
• But normally they reduce the prices of their pet bottles or 300 ml glass bottle.
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8. PROMOTION
• Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that
shelves in that style which show their product more clear and more attractive for the
consumers.
• Eye Catching Position
Salesman of the coca cola company positions their freezers and their products in eye- catching
positions. Normally they keep their freezers near the entrance of the stores.
• Sale Promotion
Company also do sponsorships with different college and school’s cafes and sponsors their
sports events and other extra curriculum activities for getting market share.
• UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they offer
very handy prizes in it. Like once they offer bicycles, caps, TV sets, t-shirts, watches, cash prizes
etc. This scheme is very much popular among children.
• Trade Promotion
Coca cola company do agreements with a shop keepers and stores to exclusive sale in those
stores. Those stores are called as KEY accounts in their local language. Coke also invest heavy
budget on these stores and offers them free samples and free bottles and some time cash
incentives.
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9. Marketing Strategy:
There are four broad ways which Coca Cola can segment its market:
-Mass marketing
-Differentiated marketing
-Niche marketing
Support marketing Programs:
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11. •
PHYSICAL
ENVIRONMENT
The Coca-Cola Company claims that the beverage is sold in
more than 200 countries ,USA, Canada, UK, France, Germany
,Australia ,New Zealand Spain India Indonesia Japan Pakistan,
Philippines, Poland, Russia are among them.
• Today, you can find Coke in every part of the world.1.6 billion
servings per day. In 2009, 9.8 billion cases of their flagship
brand were sold worldwide.
• Coca cola has been heavily implementing digitalization
keeping in view the need of customers and today’s word
trends by being available on social networking websites and by
having their own official websites.
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