jagu ppt SM.pptx

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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



The Coca Cola Company



Agenda



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



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



John Stith Pemberton



Introduction

• More than 500 nonalcoholic beverage brands:

• waters

• enhanced waters

• juices and juice drinks

• ready-to-drink teas and coffees

• energy and sports drinks



• 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



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



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.



CORE BRAND IN INDIA

Product line soft-drink:

• Coca-cola

• Sprite

•Fanta

• Diet coke

• Limca

• Maaza

• Thums up



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.



• 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





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.



Product Portfolio of CCI



STRATEGIES

• Differentiated Marketing

• Customer satisfaction

•

Endorsement of celebrities• Reasonably priced

• Consumer connecting advertisements

• Availability in every local market



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.



PRODUCT LIFE CYCLE

• DEVELOPMENT

• INTRODUCTION

•

GROWTH• MATURITY

• DECLINE





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.



• 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.



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”.





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.



BRAND REVITALIZATION

• To recover and reposition brand in mind of consumer

when it is not working successfully is know as Brand

Revitalization.



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.



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.



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”



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.



PROMOTION STRATEGIES

• Getting shelves

• Eye Catching Position

•

Sale Promotion• UTC Scheme (under the crown scheme)



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.



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.



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.





INNOVATION IN ADVERTISEMENT

METHODS

• Sub-minimal effect advertisement

• Personal promotion

• Ambush marketing



DISTRIBUTION CHANNEL

Coca Cola Company makes two types of selling :

• Direct selling

• Indirect selling



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.



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



- 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.





MAJOUR COMPETITORS

• Pepsi – primary competitor

• Nestlé

• Dr Pepper Snapple Group

• Groupe Danone

• Kraft Foods

• Unilever



CONCLUSION

• The marketing strategy of Coca Cola is working for

them and the product is gaining popularity among

youth day by day.





Documents

jagu ppt SM.pptx