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Transcript

  • 1.  
  • 2. Introduction
    • Coca Cola is one of the leaders in the beverages industry
    • This presentation contains valuable information about the company profile, the company’s marketing and advertising campaign development since 1900 and the company’s position.
    • It mainly captures the company’s strategies in global marketing and advertising from 1900 to the present. There is a timeline for marketing and advertising purposes.
  • 3. Company Profile
    • Founded in 1886
    • World's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce more than 230 beverage brands.
    • The corporate headquarters are in Atlanta, with local operations in nearly 200 countries around the world.
    •  
  • 4. Company Profile
    • FROM PAST TO PRESENT
    • Company development as a result of hard work, innovation and commitment to the public.
    • The Coca Cola Company is a leader in the coke’s industry, with thousands of employees and offices in the entire world, making it an emporium of beverages.
  • 5. Mission Coca-Cola Company exists to benefit and refresh everyone who is touched by the beverages business, and produces the flavors that people want in their different kind of beverages such as juices, cokes and water.
  • 6. Vision . The Coca-Cola Company vision statement is to be “the leader in the beverages industry”. The company’s main goal is to keep being number one selling coke in the world and to increase their incomes, the same way they have done in these past years
  • 7. S wot Analysis
    • S trengths
      • The products that this company produces are hard to copy
      • These products have added value
      • The quality of the products reaches highest standards
      • Is a leader in the industry
      • Is known in all the world
  • 8. s W ot Analysis
    • W eaknesses
      • The marketing is a key for success for them
      • The main competitors are trying to beat them with massive advertising campaigns
  • 9. sw O t Analysis
    • O pportunities
    •  
      • With its promotions, they could sell more cokes than any other companies
      • They sell millions coke per day in the whole world, and they could reach consumers more easily.
  • 10. swo T Analysis
    • T hreats
    •  
    • They want to beat other competitors
    • They need to improve its marketing strategies
    • They have to improve their promotions
    • Serve customers with creativity and consistency to generate growth across all channels
  • 11. Advertising and Marketing Campaign
    • Aim: Be known by the U.S. society , specific to men and woman, not children neither young people.
    • Marketing and Advertising Strategies
    • Marketing Mix
    • Product: Coca Cola
    • Price: 0.05 in 1900
    • Place: The United States
    • Promotion:
    • Timing: 5 Years
  • 12. Advertising and Marketing Campaign
  • 13. Advertising and Marketing Campaign
  • 14. Advertising and Marketing Campaign Aim: Men, women and young consumers Marketing : Massive Campaign Advertising Strategies: Young Coke drinkers and Young Couples Marketing Mix Product: Coca Cola Price: 1906 through 1925 six pack in $1 Place: The United States Promotion: Timing: 5 Years
  • 15. Advertising and Marketing Campaign 6 bottles in $1.00
  • 16. Advertising and Marketing Campaign
  • 17. Advertising and Marketing Campaign
  • 18. Advertising and Marketing Campaign Aim: All ages Marketing : Massive Campaign Advertising Strategies: Life pleasures and fun Marketing Mix Product: Coca Cola Price: 1906 through 1925 six pack in $1 Place: The United States Promotion: Calendars, shirts, free cokes Timing: 5 Years
  • 19. Advertising and Marketing Campaign
  • 20. Advertising and Marketing Campaign
  • 21. Advertising and Marketing Campaign The first Coca Cola calendar
  • 22. Advertising and Marketing Campaign
  • 23. Advertising and Marketing Campaign Aim: Mass consumption New image Marketing : Massive Campaign to other continents Advertising Strategies: Sports
  • 24. Advertising and Marketing Campaign First Coca Cola campaign Related with sports.
  • 25. Advertising and Marketing Campaign The calendar had images of people having fun
  • 26. Advertising and Marketing Campaign
  • 27. Advertising and Marketing Campaign
  • 28. Advertising and Marketing Campaign
  • 29. Advertising and Marketing Campaign
  • 30. Advertising and Marketing Campaign
  • 31. Advertising and Marketing Campaign Aim: Beat competitors Marketing Research Advertising Concepts: Refreshment and Fun
  • 32. Advertising and Marketing Campaign
  • 33. Advertising and Marketing Campaign
  • 34. Advertising and Marketing Campaign
  • 35. Advertising and Marketing Campaign Marketing Studies
  • 36. Advertising and Marketing Campaign
    • The success of the Coca Cola Company rests on two building blocks:
    • The ability to connect to consumers by creating brands they love
    • - The capacity of their employees, together with the bottling partners, to find new and appealing ways to deliver those brands to thirsty people everywhere
  • 37. Advertising and Marketing Campaign The people that work for this company, give their lives to make the company produce more and more efficiently, and that is the key of the success of the number one beverage company and the number one selling coke in the entire planet.  
  • 38. Advertising and Marketing Campaign The sport’s year Salt Lake City Olympic Games Official sponsor Consumption level increased
  • 39. Advertising and Marketing Campaign Ecuador: Bigger bottles, tokens If we make an analysis of these two promotions, all of them are related with sports, adventures, in fact, they are related with fun and entertainment. These two points are the key of the marketing strategies implemented to the market.
  • 40. Advertising and Marketing Campaign The last strategy implemented by this company, it is maybe the most interesting strategy in all the development of Coca Cola. As stated before, the first strategies implemented were orientated to be known by everyone; now, Coca Cola is so well known, that if they put an image of the half part of the logo, we all know what coke it is. For a better understanding of this strategy, let’s see a picture…
  • 41. Advertising and Marketing Campaign Psychological strategy: half logo creates brand awareness and activates memory with slogan: always Coca Cola
  • 42. Advertising and Marketing Campaign The Coca Cola Company, promotes the use of cans worldwide, but it also keeps producing bottles. This change was made because the handling of cans is easier than the handling of bottles. Another advantage is that the cans have the same quantity as coke bottles but they are shorter, so this fact will improve packaging and transportation processes. 2003: Cans instead of bottles?
  • 43. Financial Highlights