The document discusses the marketing mix of Coca-Cola. It outlines that Coca-Cola has a wide portfolio of over 3,300 beverage products globally. For its marketing mix (the 4Ps), Coca-Cola tailors its pricing according to market segments, has an extensive distribution network globally including in rural India, and promotes its brands through celebrity endorsements, CSR initiatives, and campaigns. Coca-Cola's long commitment to understanding social values and adapting its strategy has helped it become a multi-billion dollar international business.
Coca Cola Financial Analysis Final Project for Financial Accounting, St. Thomas MBA program. Group projected included Leanna Privette, Robin Toal, and April Vassau.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
Coca Cola Financial Analysis Final Project for Financial Accounting, St. Thomas MBA program. Group projected included Leanna Privette, Robin Toal, and April Vassau.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
This ppt is made by Maira Shehzad Kaiser Durrani. A student of Iqra University and her group members in introduction to business class. in this ppt information about products and services and company of Coca Cola is provided
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
This ppt is made by Maira Shehzad Kaiser Durrani. A student of Iqra University and her group members in introduction to business class. in this ppt information about products and services and company of Coca Cola is provided
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Anyone interested in the basics of marketing could access this presentation which talks about the 7Ps, & the product, place, price & promotion at length
La estrategia aplicada al marketing
Marketing Político
Master en Gobernanza, Marketing Político y Comunicación Estratégica
www.masterenmarketingpolitico.com
Contents:
Company overview,
Mission, Vision & values,
Swot analysis of coca cola,
Business strategy,
Logistics,
Market share of coca cola,
Coca Cola entry into India,
Problems in India,
Changes required in strategy,
Recommendations.
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETSVARUN KESAVAN
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.
Prior to his death in 1888, just two years after creating what was to become the world’s #1-selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest sold to Atlanta businessman, As a G. Candler. Under Mr. Candler’s leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca-Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Large scale bottling was made possible just five years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-Cola. The three entrepreneurs purchased the bottling rights from As a Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca-Cola worldwide bottling system.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
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Key Takeaways:
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1. MARKETING MIX OF COCA-COLA
AMITY SCHOOL OF INSURANCE ,
BANKING AND ACTURIAL SCIENCE
Made By:
Rishebh Clement
MBA – I& FP
Roll No. - 11
Submitted To:
Mr.B.R.Singh
2. INTRODUCTION
• Largest manufacturer of non- alcoholic beverage
concentrates and syrups
• Largest distributor of non- alcoholic beverage
concentrates and syrups
• Largest marketer of non- alcoholic beverage
concentrates and syrups
• One of the largest corporations in the unites
states
• It owns and licences more than 500 brands,
including diet and light beverages, water, juices
and juice drinks, teas, coffees and energy and
sports drinks.
• Offers more than 500 brands in over 200
countries and territories.
• Serves 1.6 billion every day.
3. HISTORY
• The Coca-Cola company was originally
established as the J.S. Pemberton Medicine
company, a co-partnership between Dr. John
Stith Pemberton and Ed Holland.
• In 1884, the company became a stock
company and the name changed to
Pemberton Chemical company.
• The company is best known for its flagship
product Coca-Cola invented by pharmacist
John Stith Pemberton in 1886.
• The Coca-Cola formula and brand was bought
in 1889 by Asa Candler who incorporated The
Coca-Cola Company in 1892.
4. COCA-COLA HISTORY - INDIA
• The Coca Cola got approval from the
Government of India in July 1996 for
setting up a company
• Coca- cola invested US $ 700 Millions.
• In July 1997 the holding company got
permission for its bottling subsidiaries.
• The company has stepped forward for
reaching 300 millions soft drink
consumers through 700,000 retail
outlets In India.
• Coca-Cola created employment for
1,50,000 people in India.
5. Quick look at the life & times of
Coca-Cola
• 1950-52: Coca-Cola sets up its first bottling plant
in New Delhi. For 45 days in 1952, the brand has
a booth at the International Fair in Bombay, with
a 16mm projector running Minitoons.
• 1977: Hasta La Vista, Baby: Coca-Cola leaves
India in a cloud of controversy, frustrated by the
policies of the Janata Party. There are allegations
of Indian authorities wanting the Coke formula.
• 1993: The Coca-Cola Company begins its new
innings. Acquires Parle's brands and Thums Up
joins the portfolio Launches the first campaign, a
version of the 'Hill Top' film to mark its re-entry.
Pepsi responds with an ad that says 'Thoke, is it?'
6. • 1999: Introduces Sprite, Diet Coke and
Schweppes in the market The Celebrity Run:
Signs up brand ambassadors Aamir
Khan, Hrithik Roshan & Aishwarya Rai for the
flagship product. Salman Khan becomes the
brawn of Thums Up Rani Mukherjee becomes
the face of Fanta.
• 2002: Thums Up emerges as the country's
No.1 soft drink Launch of 'Thanda Matlab
Coca-Cola' and 'Paanch matlab Chota Coke'
campaigns by McCann Erickson.
• 2007: Introduces Minute Maid Pulpy Orange
brand in India.
– Launches 'Little Drops of Joy', its first corporate
campaign in the country.
7. • 2008: Launched in 1999 under the tagline
'Bujhaye Only Pyaas, Baki All Bakwaas', Coke
changes Sprite's line to to 'Seedhi Baat, No
Bakwaas, Clear Hai!'.
• 2010: Brings the original FIFA World Cup
Trophy to India and allies with
The Commonwealth games held in Delhi as
its official beverage partner.
– Launches Minute Maid Nimbu Fresh to
compete with PepsiCo's Nimbooz which was
launched in 2009.
– Actor Imran Khan is the new face of Coke.
• 2011: Coke Studio comes to India.
– Company rolls out international camapign
'Brrr' amidst mixed reviews.
8. • 2012: Mango drink Maaza's new faces are
Khan and Parineeti Chopra.
• They are the first ever brand ambassadors for
Maaza which becomes the 'Most Trusted
Brand' (cold beverage category) in Brand
Equity's Most Trusted Brands survey.
• The Coca-Cola Company's Chairman &
CEO, Muhtar Kent announces investment of
US$5 billion in its Indian operations till 2020.
• Taking a break from global adaptations, ad
agency Lowe Lintas creates a new campaign
featuring Sachin Tendulkar and cricket.
• 2014: Coca-Cola signs Deepika Pdukone as
their new brand ambassador.
9. MARKETING MIX
• A planned mix of the controllable elements of
a product's marketing plan commonly termed
as 4Ps:
– Product
– Price
– Place
– Promotion
• These four elements are adjusted until
the right combination is found
that serves the needs of the
product's customers, while
generating optimum income. Sometimes the
first P (Product) is substituted by presentation.
10. COCA-COLA MARKETING MIX
• Coca cola is the brand with the
highest brand equity. No doubt it
has gone through the ups and
downs of business to reach that
position. The marketing mix of Coca
cola has been changing over time
with more and more products being
added such that today it has 3300
products.
11. 4 P’s are as follows :
• Product
The company has the widest portfolio in
beverage industry comprising of 3300
products. Beverages are divided into diet
category, 100% fruit juices, fruit drinks,
water, energy drinks, tea and coffee
etc. As per Nielson’s data, Coca cola is the
No.1 brand in sparkling beverages, juice,
and retail packaged water in 2010. Coca
cola has its market presence around 200
countries. Coca cola brands in India are
Fanta, Maaza, Limca, sprite, Thums up,
Minute Maid, Nimbu fresh, Nested iced
tea etc.
12. • Price
Due to the availability of wide range
products the pricing is done according to
the market and geographic segment. Each
sub-brand of coca cola has different pricing
strategy. Their pricing strategy is based on
the competitors pricing, Pepsi is the direct
competitor to coke. Beverage market is
said to be a oligopoly market (few sellers
and large buyers), hence they form into
cartel contract to ensure a mutual balance
in pricing between the sellers.
13. • Place
Coca cola is the world’s most favorite
brand and is available all over the
world. The distribution system of coca
cola follows the FMCG distribution
pattern. The effective distribution
network of coke has almost eroded the
small and middle level players in the
market. In India they have captured
even the rural market by extensive
distribution and have eroded the
market share of Bovonto, Kalimark etc.
14. • Promotion
Coca cola adopts various advertising and
promotional strategies to create an increased
demand in the market by associating with life style
and behaviour and mainly targeting value based
advertising. You are more likely to see a coke ad
individualised for a particular festival or in with a
general positive message. Coca cola uses CSR as its
marketing tool to gain emotional benefits in
consumers mind. The current promotions through
CSR include “Support my school” campaign with
NDTV. It has many brand ambassadors like
Shahrukh khan, Hrithik Roshan, South Indian Actor
Vijay and Trisha , Ghambir, Aamir khan etc and has
signed contract recently with Imran khan. It allows
price discounts and allowances to distributors and
retailers in order to push more products into the
market. It employs both push strategy through
promotions and pull strategy through
advertisements and campaigns.
15. CONCLUSION
• The Coca Cola Company has come a long
way from selling a few servings of
carbonated beverages in a pharmacy, to an
international scale business.
• Coca Cola’s commitment to remain at the
forefront of the changing social values in
developing their marketing strategy has
proven to their advantage.
• Undoubtedly The Coca Cola Company has
developed all the elements necessary to
run a multi-million, worldwide enterprise
and refreshes all the people that come in
contact with their products.