about Coca cola


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about Coca cola

  1. 1. Coca Cola Unit Three Marketing Aims and Objectives
  2. 2. Starter <ul><li>You need to make sure you always reference the sources you have used: </li></ul><ul><li>You need to use the Bibliography Sheet set up for you </li></ul><ul><li>If you start this from the beginning it will be easier than trying to work it out at the end! </li></ul>
  3. 3. Company Background <ul><li>Write up a Coca Cola Company Background </li></ul><ul><li>Include information on: </li></ul><ul><ul><li>How it was founded and what they stand for </li></ul></ul><ul><ul><li>Their current Corporate Objectives </li></ul></ul><ul><ul><li>What they current produce </li></ul></ul><ul><ul><li>The size of the market and their market share. </li></ul></ul><ul><li>Use the Coca Cola website www.coca-cola.co.uk and your own research. </li></ul><ul><ul><li>. </li></ul></ul>
  4. 4. Brands <ul><li>Take a look at the list below that shows the world’s top 10 brands in 2002 (as measured by value ($ billions)) </li></ul><ul><li>1 Coca-Cola ($69.6) 2 Microsoft ($64.1) 3 IBM ($51.2) 4 GE ($41.3) 5 Intel ($30.9) 6 Nokia ($30.0) 7 Disney ($29.3) 8 McDonalds ($26.4) 9 Marlboro ($24.2) 10 Mercedes ($21.0) </li></ul><ul><li>Source: Interbrand; JP Morgan Chase, 2002 </li></ul><ul><li>http://tutor2u.net/business/marketing/brands_introduction.asp </li></ul>
  5. 5. Coca Cola Aim <ul><li>“ To Refresh the World... in body, mind, and spirit, to Inspire Moments of Optimism... through our brands and our actions and to create Value and Make a Difference... everywhere we engage.” </li></ul><ul><li>www.coca-cola.co.uk/Mission_Vision_and_Values/ </li></ul>
  6. 6. Coca Cola Corporate Objectives <ul><li>Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. </li></ul><ul><li>People: Being a great place to work where people are inspired to be the best they can be. </li></ul><ul><li>Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs. </li></ul><ul><li>Partners: Nurturing a winning network of partners and building mutual loyalty. </li></ul><ul><li>Planet: Being a responsible global citizen that makes a difference. </li></ul><ul><li>www.coca-cola.co.uk/Mission_Vision_and_Values/ </li></ul>
  7. 7. MARKETING OBJECTIVES The organisations’ overall goals CORPORATE OBJECTIVES MARKETING OBJECTIVES Developing new products Improving market share Diversification Improving profitability Increasing brand awareness Re-launch of product Understanding customers’ needs
  8. 8. Your Marketing Objectives <ul><li>Marketing Objective One: </li></ul><ul><ul><li>To understand our customer needs </li></ul></ul><ul><li>Marketing Objective Two: </li></ul><ul><ul><li>To develop a new product </li></ul></ul><ul><li>Marketing Objective Three: </li></ul><ul><ul><li>? </li></ul></ul><ul><li>Marketing Objective Four: </li></ul><ul><ul><li>? </li></ul></ul>
  9. 9. Objective write up <ul><li>You choose two more objective? </li></ul><ul><ul><li>http://www.cokecorporateresponsibility.co.uk/marketplace/index.html will help you with this process </li></ul></ul><ul><li>For each objective write in to your report how they fit with: </li></ul><ul><ul><ul><li>the brief you have been given </li></ul></ul></ul><ul><ul><ul><li>Coca Cola Corporate Objectives and current activities. </li></ul></ul></ul>
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