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Marketing strategies of coca cola company


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Marketing strategies of coca cola company

  2. 2. Coca Cola • Founded in 1886 by Dr Jhon Pemberton • World's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. • The corporate headquarters are in Atlanta, with local operations in nearly 200 countries around the world. 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.
  3. 3. Coca Cola-Sri Lanka • Coca Cola Beverages Sri Lanka Ltd (CCBSL), located in Biyagama. • The only Coca Cola bottling plant in Sri Lanka. • Has 443 employees. • Produces and sells over 10 million unit cases of carbonated soft drinks per annum. • It operates through a countrywide distributor network, consisting of about 128 distributors.
  4. 4. Target market
  5. 5. Product Level Core product – To satisfy customers need of different Level carbonated soft drink Actual product – Quality: To ensure such consistency and reliability, the Coca- Cola system is governed by the Coca-Cola Operating Requirements (KORE)
  6. 6. Features Permitted Ingredients Not using any level of Kola nut or Alcohol How can people be sure Coca Cola product and ingredients are safe? To ensure that Coca Cola live up to their reputation, they have a large staff of scientists and nutritionists working to make sure product consistently demonstrate the newest standards of safety and emerging science. Coca Cola diligence in this area allows them to be sure that people’s confidence in Coca Cola will remain strong
  7. 7. Design & Packaging •Packaging make from Aluminum, PET plastic & Glass •Unique design for bottles •Revolution in bottling industry via Plant Bottle concept
  8. 8. Brand Name : Worlds’ most valuable & strongest brand name. Same Trade mark & Brand name use since start. Brand name value is US $ 79.2 Bn in 2013
  9. 9. Maturity stage Peak sales : 1.9 bn servings per day. 43% global market share Low cost per customer High profits : In 2012 US $ 9.01 billion net profit. World profit rank # 49 Diversity brands and models Intensive distribution network Mass advertising $ 48 bn Net revenue 1.8 bn Servings per day $ 9.01 Bn Net Profit in 2012
  10. 10. Pricing Strategy Coca Cola consider following factors at pricing… •Price should be set according to the product demand of public. •Price should be that which gives the company maximum revenue. •Price should not be too low or too high than the price competitor is charging from their customers otherwise nobody will buy the product. •Price must be keeping the view of the target market. Pricing Strategies Coca Cola determines following factors at determining price…
  11. 11. Pricing Strategy Competitor Approach Coke was a company ruling the markets before Pepsi entered. Earlier the price of coke was cost based, it was decided on the cost which was spent on making the product plus the profit and other expenses. But after the emergence of other companies especially the likes of Pepsi, Coca-cola started with a pricing strategy based on the basis of competition.
  12. 12. Pricing Strategy In some economies consumers tend to switch towards a low priced product. Coca cola’s objective is to target every consumer of the country so Coco Cola has to set its prices at such a level which no one can offer to its consumers. That is why Coca Cola charges the same prices as are being charged by its competitors. Otherwise, consumers may go for Pepsi Cola in case of availability of Coca Cola at relatively high price. Market Penetration Pricing
  13. 13. Distribution Channel 250+ Bottling Partners 23 Million+ Retail Outlets 900+ Bottling Plants worldwide
  14. 14. 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. Sale Promotion Company also do sponsorships with different college and school’s cafes and sponsors 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, cash prizes etc. Facilitating the product by infrastructure For providing their product in good manner company has provided infrastructure •Vizi cooler •Freezers •Display racks Promotions
  15. 15. Advertisement Coca cola company use different medias •Print media: They often use print media for advertisement. They have a separate department for print media. •Pos material: Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. •Tv commercial: As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels. •Billboards and holdings: Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards. Advertising
  16. 16. •Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. •According to the survey, conducted by the international firm Srilankan people like little bit sweeter cola drink. So for this coca cola company should produce their product according to the local demand. •Marketing team should try to increase the availability of Coke in rural areas. •They should also focus the old people. •The company should make hindrance free arrangement for its customers/retailers to make any feedback or suggestions as and when they feel. •The company should focus to bring some more flavours like health drinks and other low- calorie offerings. Coca-Cola Srilanka can also introduce some fruit based drinks, as it has already entered the energy drink arena with “Burn”. •The company should use new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole. Recommendations
  17. 17. The success of Coca Cola depends on their world premier marketing strategies. They do their marketing in innovative methods. Coca cola maintains quality and core features of their product over a 125 years. They have their own pricing system and appropriately they behave according to competitors price levels. Promotions of Coca Cola made it as a world most valuable and recognizable brand. Coca Cola has world strongest distribution network in FMCG category. According to this report their performances in 4p’s are really strong and over the industry levels. Conclusion
  18. 18. THANK YOU