History of Coca-ColaThe first company that conducted itsoperation in the soft drink industry was Coca-Cola. They brought a new revolution in thehistory of the world. Coca-Cola wasestablished in May 1886 when a pharmacistDr. John Styth PEMBERTON first producedsyrup in a three-legged brass pot in Atlanta,Georgia backyard.
Coca-Cola first bottled in1894. Large scale bottling wasonly possible in 1899. Theymarketed and distributed theproduct in specific territories.
Coca-Cola Company inBangladeshEven before our independence ofBangladesh the Coca-Cola Company hasstarted its operation in Bangladesh.Coca-Cola started its operation under afranchise agreement. In Bangladeshthere are two franchisees conductingoperation on behalf of Coca-ColaCompany. One is Tabani BeveragesCompany Ltd and the other Abul MonemLtd.
Strategic Goals Short termTo create Quality, Service, Cleanlinessand Value in their current product”Long termTo acquire the position as a market leaderof the beverage industry in Bangladeshby producing & serving high-quality andhigh value-added soft drink.
Brand Name of Coca-ColaCoca-Cola Has become one of the mostpopular and widely known Brandproduct in the world It has high brandequity, and because of its high brandloyalty, name awareness, Perceivedquality, strong brand association andother assets such as patent trademarkand channel relationship. The Coca-Colabrand is value at $ 70 billion.
TRACK COUSTUMER DEMANDof Coca-ColaPrice of relative goods: Demand for cocacola is also influenced by the change inprice of relative goods.RELATIVEGOODSRELATIVEGOODSSUBSTITUTESUBSTITUTE COMPLIMENTARYCOMPLIMENTARY
In case of coca cola there are numberof subsititute goods available in themarket, we have Pepsi,Miranda,Limca,Spirit etc. Now if the price ofcoca cola increases from Rs12 to Rs20 whereas the price of other aerateddrinks remain the same then thedemand for coca cola will fall down.
Why do people drink Coke?• The bottom line for thepeople surveyed wasthey liked the taste.Peer pressure did notseem to have asignificant influence onthe decision of whatsoda to drink. Peoplealso felt strongly aboutthey decision to drinkCoke Versus Pepsi.There really doesappear to be a cola war.
Design of the Spectacles:Differentkinds of design of the spectaclescan attract and gather moreconsumers of spectacles. Somepeople like to wear thin frameand glasses or some people like towear silver frame, some peoplelike plastic frame etc.
INCOME OF THE CONSUMERThere is a direct relationship betweenincome of consumer and demand. Nowcoca cola being a normal good, ifthere’s an increase in income, thedemand will increase and vice versa.
TIMETime is an important factorthat affects the demand ofcoca cola.The demand forcoca cola goes up duringfestive seasons and duringsummers
AGE GROUP OF THEPOPULATIONThis product is meant for thechildren, adults and also for the oldpeople so the age groups are notmuch affected the demand of theproduct so demand remain same andby the increase in the population, thedemand of the product also increases.
Advertising• Coke was firstadvertised as a remedyfor headaches andexhaustion• Coke has beenadvertising on televisionfor 50 years.• Songs used in cocacola commercials havebecome popular.• They use catchy mottossuch as:“Adds a refreshingrelish to every form ofexercise”
Design Direction of coca-ColaThe Old Simplicity GoneWhile there are few companies with a richerdesign heritage than Coca-Cola, in recentyears the company seemed to have lost itsdesign savvy. The iconic Coke "contour"bottle, adorned with the globally recognizedscript and the simple ribbon graphic, forinstance, had given way to a plastic bottle oraluminum can on which the logo had tocompete against random bubble graphics,extraneous marketing messages, or seasonalimages.
Cokes New Design Direction"It wasnt necessarily easy to find aplace for our ideas," saysViemeister, adding: "In bigcorporations there are lots of ideas—and you cant do all of them."
For Butler, the lesson was to avoid coolconcepts that would never see the lightof day. Instead of generating ideas andthen trying to find a place for them,Butler addressed his efforts onidentifying basic problems that designcan solve. His strategy has focused onthree areas critical to Coca-Cola—brand identity, user experience, andsustainability.
A Witty UpdateButler and his team have also begun a reviewof the 450 brands in the companys portfolio,focusing first on megabrands such as Coke.The plum redesign commission went to the SanFrancisco office of the branding and packagingfirm Turner Duckworth, which had previouslyworked on Coke Zero and Tab Energy, arelaunch of the old diet drink. "Coke is theiconic brand, the ideal design project," saysprincipal David Turner.