College : SNJB’s COE, Chandwad.
Class : MBA 1st year.

Guidance By : Hon. Prof. Mr. U. S. Kasar
Sir.
Company : The Coca-Co...
MARKET SHARE
Brand wise Market Share Product Wise Market Share
World wide share
TARGET MARKET OF COCA-COLA
• Coca-Cola takes every customer
as target and potential who is
thirsty.
• All age groups are b...
TARGET MARKET CONT…..
• Their targeting is not based
gender but the results show that
both genders like this product and
u...
TARGET MARKET CONT…..
• NATURE: Fun lovin and
entertainment loving.
• SOCIO ECONOMIC STATUS:
Upper lower and lower class.
MARKET SEGMENTATION OF COCA-COLA
• Coca-Cola serves its products using mass market technique. Which
obviously falls in und...
MARKET SEGMENTATION CONT….
• GEOGRAPHIC SEGMENTATION.
 INTERNATIONALLY: Coke
segments its products country wise
and regio...
MARKET SEGMENTATION CONT….
• CLIMATIC: In coke marketing,
main idea is to serve it cold, so we
that they focus on hot area...
MARKET SEGMENTATION CONT….
• DEMOGRAPHIC:
 AGE:. Coke segments the small
children introducing tastes like
vanilla, lime a...
MARKET SEGMENTATION CONT….
• For small income people it has
small returnable glass bottle.
• For middle people it has smal...
MARKET SEGMENTATION CONT….
• BEHAVIORAL:
• OCCASION:. Coca-Cola
segments different occasions
which are celebrated in the
c...
COCA COLA PRODUCTS AND DESCRIPTION
COCA-COLA

Coca-Cola is the most popular and biggestselling soft drink in history, as w...
COCA COLA PRODUCTS AND DESCRIPTION
SPRITE
Introduced in 1961, Sprite is the world's leading lemon-lime
flavored soft drink...
COCA COLA PRODUCTS AND DESCRIPTION
DIET COKE
Diet Coke, also known as Coca-Cola light, is a sugar- and
calorie-free soft d...
COCA COLA PRODUCTS AND DESCRIPTION
DASANI
Pure, crisp DASANI delivers fresh taste with a
clean, fresh style. DASANI DROPS ...
COCA COLA PRODUCTS AND DESCRIPTION
POWERADE

POWERADE™ combines carbohydrates, electrolytes with
fluids for energy and hyd...
COCA COLA PRODUCTS AND DESCRIPTION
COCA-COLA LIGHT
Diet Coke, also known as Coca-Cola light, is a sugar- and
calorie-free ...
COCA COLA PRODUCTS AND DESCRIPTION
GLACÉAU VITAMIN WATER
glacéau vitamin water has always been a simple idea. start
with w...
COCA COLA PRODUCTS AND DESCRIPTION
GLACÉAU SMARTWATER
glacéau smartwater is inspired by the way mother nature makes
water,...
COCA COLA PRODUCTS AND DESCRIPTION
FUZE TEA
FUZE TEA is a new global tea brand from the Coca-Cola family that
is a fusion ...
COCA COLA PRODUCTS AND DESCRIPTION
NOS
Popular among auto enthusiasts, NOS is sold in 16-oz. cans and 22-oz.
re-sealable b...
COCA COLA’s OTHER INDIAN PRODUCTS
Advertising and
Campaign
Marketing
• Aim: Be known by the U.S. society, specific to
men and woman, not children neither yo...
Advertising and
Campaign
Marketing
Advertising and
Campaign
Marketing
Aim: Men, women and young consumers
Marketing : Massive Campaign
Advertising Strategies...
Advertising and
Campaign
Marketing

6 bottles in $1.00
Advertising and
Campaign
Marketing
Aim: All ages
Marketing : Massive Campaign
Advertising Strategies: Life pleasures and f...
Advertising and
Campaign
Marketing

The first Coca Cola
calendar
Advertising and
Campaign
Marketing
Aim: Mass consumption
New image
Marketing : Massive Campaign to other continents
Advert...
Advertising and
Campaign
Marketing

First Coca Cola campaign
Related with sports.

The calendar had images
of people havin...
Advertising and
Campaign
Marketing
Aim: Beat competitors
Marketing Research
Advertising Concepts: Refreshment and Fun
Advertising and
Campaign
Marketing
COCA COLA INDIAN COMMERCIALS ADS
Commercial One:

AMIR KHAN as a guide!

Message:
Focus:

Thanda bolay tu Coca Cola!
Div...
COCA COLA INDIAN COMMERCIALS ADS
Commercial Two:

AMIR KHAN -- Japani!

Main idea:
Focus:

Thanday ka TADKA
Need of coke...
COCA COLA INDIAN COMMERCIALS ADS
Commercial Three:

AMIR KHAN -- as a villager!

Message:
Focus:

Thanda matlab Coca Col...
COCA COLA INDIAN COMMERCIALS ADS
Commercial Four:

AMIR KHAN as a BHAI!

Message:
Focus:

Thanda matlab Coca Cola!
Young...
COCA COLA INDIAN COMMERCIALS ADS
Commercial Five:

Coca Cola as a family drink!

Main idea:
Focus:

Thanday ka TADKA
On ...
REFERENCES
www.coca-colaindia.com
www.coca-cola.com
us.coca-cola.com
www.coca-colacompany.com
www.cocacola.co.za
www.world...
Upcoming SlideShare
Loading in …5
×

Chapter3cocacola

1,480 views

Published on

Published in: Business
2 Comments
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total views
1,480
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
20
Comments
2
Likes
0
Embeds 0
No embeds

No notes for slide

Chapter3cocacola

  1. 1. College : SNJB’s COE, Chandwad. Class : MBA 1st year. Guidance By : Hon. Prof. Mr. U. S. Kasar Sir. Company : The Coca-Cola Company. Presenters : Gaziyani Md. Hasnain Rahul O. Bhandari Khushbu Mutha Abu Swaleh Bhagyashree Mankar
  2. 2. MARKET SHARE Brand wise Market Share Product Wise Market Share
  3. 3. World wide share
  4. 4. TARGET MARKET OF COCA-COLA • Coca-Cola takes every customer as target and potential who is thirsty. • All age groups are being targeted but the most potential is the age group from 18-25 that covers around 40% of total age segment. • AGE: The target market for the Coca-Cola is based on age. The audience of Coca-Coal is youngster or youth. • It has wide range of targeting. It ranges from the age of 15-25 and reaches to 40.
  5. 5. TARGET MARKET CONT….. • Their targeting is not based gender but the results show that both genders like this product and use it. • GENDER: Coca-Cola segments INDIAN market with a percentage ratio of 58% females and 42% males. • Life style; busy life style( face shortage of time) and mobile generation. • Family; dependent on their family. • Occupation; students and family oriented people.
  6. 6. TARGET MARKET CONT….. • NATURE: Fun lovin and entertainment loving. • SOCIO ECONOMIC STATUS: Upper lower and lower class.
  7. 7. MARKET SEGMENTATION OF COCA-COLA • Coca-Cola serves its products using mass market technique. Which obviously falls in undifferentiated marketing and undifferentiated marketing means no segmentation, but there are minor factors on which we can say that the coke segments its products and then targets the customers somehow. • These factors are as follows.
  8. 8. MARKET SEGMENTATION CONT…. • GEOGRAPHIC SEGMENTATION.  INTERNATIONALLY: Coke segments its products country wise and region wise.  The most important things is the taste and quality.  It varies according to the taste and income level of the people in that country. I.e.: third world countries are given low quality and taste.
  9. 9. MARKET SEGMENTATION CONT…. • CLIMATIC: In coke marketing, main idea is to serve it cold, so we that they focus on hot areas of the world. • i.e.: ASIA and Middle east etc and their sale increase in summer. • LOCALY: In INDIA the coke segments more in urban and suburban areas as compare to rural areas.
  10. 10. MARKET SEGMENTATION CONT…. • DEMOGRAPHIC:  AGE:. Coke segments the small children introducing tastes like vanilla, lime and cherry. They focus children from 4-12.  Coke specifically target more young than older.  FAMILY TYPE:. Coke introduces its economy pack and that‟s how the focus family and groups.  INCOME:. Coke segments different income levels by packing.
  11. 11. MARKET SEGMENTATION CONT…. • For small income people it has small returnable glass bottle. • For middle people it has small non-returnable bottle. • For higher income people it has Coke Tin. • PSYCHOGRAPHIC. • All psychographics variables the social class, lifestyle, occupation, level of education and personality Coke segments everyone. • But again its there packaging which is different for different consumers.
  12. 12. MARKET SEGMENTATION CONT…. • BEHAVIORAL: • OCCASION:. Coca-Cola segments different occasions which are celebrated in the country. • EID & DIWALI has become an international event identity of the culture of INDIA. • The credit for making celebrations available for almost everyone largely goes to Coca-Cola Company.
  13. 13. COCA COLA PRODUCTS AND DESCRIPTION COCA-COLA Coca-Cola is the most popular and biggestselling soft drink in history, as well as the best-known brand in the world. On May 8, 2011, Coca-Cola celebrated its 125thanniversary. Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, CocaCola was first offered as a fountain beverage at Jacob's Pharmacy by mixing CocaCola syrup with carbonated water. Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.
  14. 14. COCA COLA PRODUCTS AND DESCRIPTION SPRITE Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in more than 190 countries and ranks as the No. 3 soft drink worldwide, with a strong appeal to young people. Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But Sprite also has an honest, straightforward attitude that sets it apart from other soft drinks. Sprite encourages you to be true to who you are and to obey you. FANTA Introduced in 1940, Fanta is the second oldest brand of The Coca-Cola Company and our second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million times every day around the world, consumers love Fanta for its great, fruity taste.
  15. 15. COCA COLA PRODUCTS AND DESCRIPTION DIET COKE Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft drink with a deliciously crisp taste that gives you a light boost in your busy day. It was first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-Cola Trademark. The brand created an entire new category and a new way of life. Today, Diet Coke/Coca-Cola light is one of the largest and most successful brands of The Coca-Cola Company, available in over 150 markets around the world. COCA-COLA ZERO Coca-Cola zero was created with young adults in mind and offers great Coke taste, uplifting refreshment and zero sugar.
  16. 16. COCA COLA PRODUCTS AND DESCRIPTION DASANI Pure, crisp DASANI delivers fresh taste with a clean, fresh style. DASANI DROPS is the vibrant and delicious drop that transforms everyday moments into something deliciously fun, unexpected and colorful. A refreshing duo. MINUTE MAID Minute Maid has been making juice for over 60 years and has a heritage of nutrition, innovation, and quality. We continue to use high quality fruits and fruit juices so that consumers can enjoy our products with confidence. Our commitment to delivering high-quality juices and juice drinks with great taste and good nutrition is something you can count on. That‟s the stuff that makes you feel good and that‟s what we do. CIEL Ciel is a purified, noncarbonated bottled water that has been enjoyed by consumers since 1996. Ciel Mineralizada, a bottled mineral water, became available in Mexico in 2001.
  17. 17. COCA COLA PRODUCTS AND DESCRIPTION POWERADE POWERADE™ combines carbohydrates, electrolytes with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities. In most markets, POWERADE is scientifically formulated with the ION4® Advanced Electrolyte System, which helps replenish 4 key electrolytes lost in sweat: Sodium, Potassium, Calcium, & Magnesium. SIMPLY ORANGE Simply Orange is a premium, gently pasteurized, not from concentrate 100% orange juice. Available in six varieties, Simply Orange is never frozen and never sweetened.
  18. 18. COCA COLA PRODUCTS AND DESCRIPTION COCA-COLA LIGHT Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft drink with a deliciously crisp taste that gives you a light boost in your busy day. It was first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-Cola Trademark. The brand created an entire new category and a new way of life. Today, Diet Coke/Coca-Cola light is one of the largest and most successful brands of The Coca-Cola Company, available in over 150 markets around the world. FRESCA With a unique citrus taste, Fresca is a caffeine-free soft drink for discriminating adults. Fresca was introduced in the United States in 1966 as a calorie-free grapefruit-flavored drink. Its bubbly, crisp, light taste provides a flavorful beverage to consumers who want great citrus taste in a calorie-free soft drink. Fresca is sweetened with sugar in some parts of the world.
  19. 19. COCA COLA PRODUCTS AND DESCRIPTION GLACÉAU VITAMIN WATER glacéau vitamin water has always been a simple idea. start with water. and then add bold, fruity flavors and just the right amount of sugar to make it delicious. finally, top it off with a little extra nutrition. genius. and it never would‟ve happened if someone hadn‟t looked at a plain bottle of water and said, “what if this was a little better?” making things a little better is what makes glacéau vitamin water great. glacéau vitamin water, the pioneer of the nutrient-enhanced water beverage category, is available in over 26 countries. grab a cold vitamin water and make your day a little better. Also available with no calories in many countries—glacéau vitamin water zero. DEL VALLE Del Valle Brand has its roots in Latin America and recently joined our „billion‟ dollar brand status within The CocaCola Company portfolio of brands. It has a diverse juice line up ranging from 100% juices and nectars to juice drinks and is available in different convenient packaging for the whole family. The brand is available in Mexico, Brazil, Colombia, Venezuela, Central America, and
  20. 20. COCA COLA PRODUCTS AND DESCRIPTION GLACÉAU SMARTWATER glacéau smartwater is inspired by the way mother nature makes water, known as the hydrologic cycle. we simulate this process by vapor distilling water, making every drop as pure as the very first drop of rain (before it passes through pollutants, of course). if that‟s not smart enough, we then one-up mother nature by adding in electrolytes for a clean crisp taste. if that sounds like genius, it is. smartwater is smart because it‟s made that way. MELLO YELLO The smooth citrus taste of Mello Yello has refreshed people's thirst for over two decades. Its unique taste and confident, in-control style sets it apart from other soft drinks. Mello Yello highlights the smooth choices in life - because when you drink Mello Yello, everything goes down easy. FUZE FUZE® is reinventing the juice drink experience with its line of flavored beverages that blend together the goodness of diverse fruity flavors and nutritional ingredients. The new and improved FUZE is now available in twelve mouthwatering flavor varieties, each of which is an excellent source of antioxidant Vitamins A, C and E.
  21. 21. COCA COLA PRODUCTS AND DESCRIPTION FUZE TEA FUZE TEA is a new global tea brand from the Coca-Cola family that is a fusion of tea with fruit flavors and other natural ingredients. Created through a special process that ensures a delightful fusion of tea, fruit and other natural flavors, FUZE TEA delivers a fresh, contemporary expression of tea. BURN With a potent combination of energizing ingredients, burn is designed to invigorate your senses and to give you the power to keep it going. Available in 76 markets throughout Europe, Africa and Latin America, burn is popular among adventurous trendsetters. HONEST TEA Honest Tea®, the nation's #1 organic bottled tea, delivers greattasting, lower-calorie refreshment. Each tea is freshly brewed using organic tea leaves and a touch of organic cane sugar. Honest Ade® and Honest Kids®, organic caffeine-free thirst quenchers, are 50 calories or less per serving. Honest Tea is USDA Certified Organic, OU Kosher, Fair Trade Certified™ and is available at retailers nationwide.
  22. 22. COCA COLA PRODUCTS AND DESCRIPTION NOS Popular among auto enthusiasts, NOS is sold in 16-oz. cans and 22-oz. re-sealable bottles, with the latter bearing a resemblance to actual Nitrous Oxide canisters used in automotive performance. The unique 22-oz. package won a National Association of Container Distributors packaging innovation award in 2007. NOS Energy Drink was developed in 2005 by FUZE Beverage and Holley Performance Products and was purchased by The Coca-Cola Company in 2007. ODWALLA With a vivacious medley of scrumptious beverages and bars, Odwalla artfully blends the best ingredients from nature with the latest learnings in nutrition. Odwalla products never contain any artificial colors, flavors, preservatives or genetically modified ingredients. The Odwalla line includes Superfood(TM), smoothies, pure juices, proteins and energy. POWERADE ZERO Electrolytes without the calories. POWERADE ZERO™ is a greattasting electrolyte-enhanced sports and fitness drink. It combines electrolytes with fluids for hydration. It quenches thirst and replenishes minerals lost during sports or other intense activities.
  23. 23. COCA COLA’s OTHER INDIAN PRODUCTS
  24. 24. Advertising and Campaign Marketing • 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
  25. 25. Advertising and Campaign Marketing
  26. 26. Advertising and Campaign Marketing 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
  27. 27. Advertising and Campaign Marketing 6 bottles in $1.00
  28. 28. Advertising and Campaign Marketing 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
  29. 29. Advertising and Campaign Marketing The first Coca Cola calendar
  30. 30. Advertising and Campaign Marketing Aim: Mass consumption New image Marketing : Massive Campaign to other continents Advertising Strategies: Sports
  31. 31. Advertising and Campaign Marketing First Coca Cola campaign Related with sports. The calendar had images of people having fun
  32. 32. Advertising and Campaign Marketing Aim: Beat competitors Marketing Research Advertising Concepts: Refreshment and Fun
  33. 33. Advertising and Campaign Marketing
  34. 34. COCA COLA INDIAN COMMERCIALS ADS Commercial One: AMIR KHAN as a guide! Message: Focus: Thanda bolay tu Coca Cola! Diverse market segment captured by Coke.  To squeeze on thirst, everyone needs a chilled drink. And to everyone regardless of the standard of lifestyle and status, a chilled drink means Coca Cola!
  35. 35. COCA COLA INDIAN COMMERCIALS ADS Commercial Two: AMIR KHAN -- Japani! Main idea: Focus: Thanday ka TADKA Need of coke in special perspective  The situation portrayed in this commercial, the man was in problematical condition, got nibble by Bees and he desperately wanted to chill himself in order to get rid of that painful prickling. As a result, he was impatiently asking for THANDA -- Coca Cola !
  36. 36. COCA COLA INDIAN COMMERCIALS ADS Commercial Three: AMIR KHAN -- as a villager! Message: Focus: Thanda matlab Coca Cola! Extensive availability of Coke.  In this commercial there was a Motorway where citizen of posh area had to stay because of wheel puncture and they were not exactly sure that they could get a cold drink in this countryside to satisfy the need of thirst but they found Coke!  Second idea that even a villager immediately catch that they need Coke when a girl said Thanda. Popularity of coke in sense of THANDA
  37. 37. COCA COLA INDIAN COMMERCIALS ADS Commercial Four: AMIR KHAN as a BHAI! Message: Focus: Thanda matlab Coca Cola! Young generation.  Focusing on general public using a specific accent which is very frequent in India and supposed to be a common language so understandable by everyone thou attract a large segment through this demonstration.
  38. 38. COCA COLA INDIAN COMMERCIALS ADS Commercial Five: Coca Cola as a family drink! Main idea: Focus: Thanday ka TADKA On all family – to keep coke in house  Here it was an attempt to promote coke as a necessary item of refreshment for guests as well as for family members in a funny and touching manner.
  39. 39. REFERENCES www.coca-colaindia.com www.coca-cola.com us.coca-cola.com www.coca-colacompany.com www.cocacola.co.za www.worldofcoca-cola.com www.cokezone.co.uk www.cokecce.com

×