Coca cola- A brief Report.....!


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This is a document having a brief introduction of the Coca Cola Company....In fact really short.

Prepared by MAkhdoom Ali Fareed
for COMSATS University Lahore, Pakistan
Management Sciences Department.

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Coca cola- A brief Report.....!

  1. 1. COMSATS University Lahore, Pakistan AssignmentMARKETING MANAGEMENT Submitted To: Mr. KhuramShazad Submitted By: Makhdoom Ali Fareed Reg# CIIT/FAII-MBT-045 Section-C Makhdoom Ali Fareed Page 1
  2. 2. COMSATS University Lahore, PakistanProductCoca Cola is manufactured by The Coca Cola Company and it is world‟s largest softdrink beverage. It is being produced in more than 200 countries of the world. Its Blackcolor and its tempting taste makes it a unique drink.Product HistoryThe drink was first created by a doctor and pharmacist named John S. Pamberton in1886. Its name was suggested as Coca Cola. Since then, its formula is world‟s topsecret ever held in the business world.Since its inception there have been no changes in its taste, but the logo and size of thebottles were altered in the overall era.Major changes in the Logo are as under: Makhdoom Ali Fareed Page 2
  3. 3. COMSATS University Lahore, Pakistan1887-1890s – Inserting the ‘Trademark’.These two important little words were added to the tail of the first „C‟.1890-1891 – Extra swirls.For just one year, our logo changed its appearance quite dramatically with this extraswirly script. Afterwards, the logo returned to its previous font.1941-1960s – Tail tweaked.In this version, the words „Trademark Registered‟ moved out of the tail of the „C‟ andwere noted as „Reg. US Pat Off‟ below the Coca-Cola name.1958-1960s – A fishy shape.This period saw the introduction of the Arciform or „fishtail‟ logo. Makhdoom Ali Fareed Page 3
  4. 4. COMSATS University Lahore, Pakistan1969 – That famous white waveThe Arden Square logo was unveiled to the world. In this red box, the familiarCoca-Cola script was underlined with the iconic white „wave‟ known as the „DynamicRibbon Device‟, which is still used to this day.2003 – Keeping it realWith the introduction of the „Coca-Cola... Real‟ campaign, the logo‟s „white wave‟ wasenhanced with a shock of yellow and some floating bubbles.2007 – A classic designA simple, yet bold, design with a single white ribbon.2011 – 125 years of happinessCoca-Colas 125th birthday logo sees bubbles bursting from our famous contour bottle –a celebration of our past, present and future. Makhdoom Ali Fareed Page 4
  5. 5. COMSATS University Lahore, PakistanCompetitor Analysis Locally InternationallyLeader Pepsi Cola 64% 20%Challenger Coca Cola 34% 80%Follower Shandy Cola 02%If we talk about internationally, then Coca Cola is the market leader with 80% of marketshare.Customer AccessThe product is widely available at stores, mini marts, super marts, confectionery stores,grocery stores, even at smoke corners. The distribution network is very intensivelyoperated. The customers can enjoy their Coke,all thanks to free refrigerators suppliedby the company that made it possible to bring ice cold Coca Cola to refresh our nerves.Recent NewsStrategic agreement with Dunkin Donuts to serve Coca Cola in all 9400 outlets aroundthe world.Facebook Coca Cola Timeline got upto 41 million likes uptill now.Interactive musical sessions, “The Coke Studio”, is taking a start in rest of the worldafter India and Pakistan. This is actually a new recipe to the original Brazilian show,comprising of live singing only.References Makhdoom Ali Fareed Page 5
  6. 6. COMSATS University Lahore, Pakistan Makhdoom Ali Fareed Page 6