Coca Cola


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Coca Cola

  1. 1. The Coca Cola Company
  2. 2. VISION STATEMENT • Coke vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth. • ➢People • ➢Portfolio • ➢ Partners • ➢Planet • ➢ Profit • ➢ Productivity
  3. 3. MISSION STATEMENT • ➢To Refresh the body, mind, and spirit. • ➢To Create Value and Make a Difference...everywhere we engage. • ➢Customer is king; Customer demand drives everything we do. • ➢Brand Coca Cola is the core of our business. • ➢We will be the best marketers in the world.
  4. 4. Introduction • The Coca-Cola company is the largest corporation, manufacturer, retailer, distributor and marketer of non-alcoholic beverage concentrates syrups. • It produces more than 500 brands in over 200 countries or territories and serves over 1.8 billion servings each day.
  5. 5. No 3 in the World’s MOST VALUEABLE PRODUCT
  6. 6. We Have The World’s Strongest System
  7. 7. Coke’s major competitor is “PEPSI” and there is no hesitation to say these because everyone knows that all the other cold drinks, coffee, tea are the competitors. Whereas according to Coke their direct competitor is “Tap Water”. Competitors
  8. 8. Competitors • The direct competitor of Coca-Cola is Pepsi there is always ongoing tough competition between these two rivals with Pepsi leading with 54% market share and Coke gradually growing and catching up 36% market share in Pakistan. However on global level the situation is reverse. • Nestle and Shezan juices that do not pose a threat to Coke as yet but has the potential to do so as it is exploiting the natural aspect and health issues more and more to make people conscious about physical fitness Coke has launched “Diet Coke” to counter the physical fitness demands.
  9. 9. • Coca-Cola is recognized by 94% of the world’s population .Coca cola owns more than ½ of the world’s beverages. . Coke is affordable in all the countries. It was not out of the price range for an afternoon snack. . Coke comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack drink . Coca Cola Statistics
  11. 11. Coca-Cola Marketing Mix The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 500+ products, and many different ways of advertising all those products. But because of this Coca cola is the brand with the highest brand equity.
  12. 12. The 4 P’s of Marketing: Product : Price : Coca Cola products distributed according to size and price. Place : Coca Cola is available all over the world. The distribution system of coca cola the FMCG distribution pattern. Promotion : Coca Cola adopts various advertising and promotional strategies to create and increased demand in market by associating with life style and behavior and mainly targeting value based advertising.
  13. 13. Pricing Strategy Following factors Coca Cola kept in mind while determining the pricing strategy. ➢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 your product. ➢Price must be keeping the view of your target market. The price of Coca Cola, despite being market leader is the same as that of its competitor Pepsi Cola. Sometimes, Pepsi places its customers into some psychological pricing strategies by reducing a high priced bottle and consumers think that they save a lot of money from this.
  14. 14. Pricing Strategy • COMPETITION BASED PRICING APPROACH • Coca Cola has intense competition with neither Pepsi so its pricing can’t exceed too much nor decrease too much as compared to the price of Pepsi Cola. If price of the Coca Cola exceed too much from the Pepsi then people will shift to the Pepsi Cola and on the other hand if the price of Coca Cola decreases people might get the impression that its quality is also low. • PROMOTIONAL PRICING POLICY • Coca Cola has offered promotional prices very frequently. Especially on some occasion Coca Cola reduces its rates like in Ramzan Coca Cola reduces its rate unto 5 Rupees on 1.5 liter bottle. • MARKET PENETRATION PRICING POLICY • Prices in beverage industry are determined by the consumer. In an economy like that of Pakistan, consumers tend to switch towards a low priced product. Coca Cola’s objective is to target every consumer of the country so Coca 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.
  15. 15. Slogan
  16. 16. DISTRIBUTION CHANNELS • 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 of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of Coca Cola products.
  17. 17. MARKETING COMMUNICATION (ADVERTISEMENT) STRATEGY • The field of advertisement is one area where Coca-Cola has always emphasized. In year 2000 Coca-Cola unveiled the biggest advertising billboards in the history of Pakistan. Each unveiling was marked by entertainment and light shows watched by thousands of people. Similarly in July 2000 Coca-Cola launched its first under the crown promotion by the name of Dream Vacations in which the consumers could collect caps of promotional bottles of Coca-Cola like Sprite, Fanta and Coke.
  18. 18. MARKETING COMMUNICATION (ADVERTISEMENT) STRATEGY • ADVERTISEMENT OBJECTIVE • Type of advertising with respect to product life cycle that Coca-Cola adopts is reminder type. The reason behind this fact is that coke is such a product that is at the maturity level currently so for such a product companies mostly go for reminder type of advertisement so that they can penetrate more and more and same is the case with Coke. • SETTING OF ADVERTISING BUDGET • Coca-Cola sets its advertisement budget on the basis of competitor based budgeting. Major competitor of Coca Cola is Pepsi and as Coke realizes that Pepsi has increased its advertising budget, straight away Coca-Cola management plans to do the same so that they can compete in advertising department as well.
  19. 19. • ADVERTISING STRATEGY • Before creating advertising message the Coca-Cola Company gives lots of time to the factor that the message must gain customer attention. This is basically called “Clutter Buster” means that only that advertisement will leave impact on customer mind that has some specialty or uniqueness in it. For example in Pakistan Coke current slogan “Thanda Matlab Coca-Cola” has gained reasonable customer attention. • ADVERTISEMENT MEDIA • Coca-Cola Company advertises its products mainly coke through electronic media that includes Television, Radio and Internet as well. Moreover leading newspapers of Pakistan are also the targeted by coke for advertising. So we can say that coke not only uses electronic but print media for advertisement as well. Coca Cola Company use different mediums MARKETING COMMUNICATION (ADVERTISEMENT) STRATEGY
  21. 21. BCG Product Life Cycle
  22. 22. Departmentalization: There are five departments at CCBPL. >Production Department. >Industrial Relations Department. >Sales and Marketing Department. >Human Capital Department. >Finance Department.
  23. 23. WORK SPECIALISATION: The work specialization is high, as each Manager is made responsible for only a particular function, which is his expertise. There is no boredom or monotony as each salesman is meeting the different sort of person and the work is challenging and promotions are based on performance there is no monotony and boredom
  24. 24. SPAN OF CONTROL: The span of control is low as there are 3-5 employees reporting to their managers. This low structure is due to the fact that organization is a vertical and different people have different works to do so. It is also difficult to control more than five people and still manage the resources and people in an effective manner.
  25. 25. Coca Cola
  26. 26. Thank you