A marketing presentation

1. BY- RICHA, SHARADA, SUMAN & MONISHA

2. HOW DOES COCA COLA MARKET AND SELL ITS
PRODUCTS AND SERVICES WORLD WIDE
• Coca cola currently offers nearly 500 brands in over 200 countries or
territories.
• Provides 1.7 billion servings a day.
• Coca cola owns more than ½ of the world’s beverages, affordable in
all the countries.
• The coca cola family includes like• Fanta• Sprite• Kinley water•
Kinley soda• Thumps up• Coca cola• Minute Maidorange• Minute
maidnumbu fresh• Fresca• Nestea• Limca• Coke diet maaza. Etc.
• company focus on 4 factors for success of soft drink-

3. Factors-
•AVAILABILITY
•VISIBILITY
•COOLING
•RANGE

4. STRATEGIES-
• PRODUCT MARKETING.( PRODUCT LINE, BRAND NAME, QUALITY,
LOGO, SLOGANS, PACKAGING.)
• CUSTOMER SATISFACTION.
• ENDORSEMENT OF CELEBRITIES.( BRAND AMBASSADOR)
• SPONSORSHIPS( GAMES, SPORTS)
• REASONABLY PRICED.
• CONSUMER CONNECTING ADVERTISEMENTS.
• AVAILABILITY IN EVERY LOCAL MARKETS.
• MASS MEDIA.( MOVIES)
• CAMPAIGNS AND COLLABORATIONS.( DOMINO’S, COKE STUDIO)

5. Market Segmentation

6. Geographic
• Continent
• Country
• country region
• City
• Density
• Climate
• Population
• Subway station
• City area

7. Demographic
• Age
• Gender
• Size
• Occupation
• Income

8. Psychographic
• Lifestyle
• Social class
• AIOs (Activity, Interest, Opinion)
• Personal values
• Attitudes
• Education

9. Communication Strategy

10. Tools of Integrated Communication
Strategy (IMC)
1. Advertising

11. Direct Marketing PR

12. Interactive Marketing and Social Media
Sales Promotion

13. WHAT BRAND BUILDING ACTIVITES HAS YOUR COMPANY DONE IN THE
PAST FIVE YEARS
• Coca-Cola's logo is written in the Spencerian script
• A national contest for a new bottle design was held
• cocoa pod

14. • Simplicity
Throughout the decades and multitudes of marketing
campaigns, Coca-Cola has remained consistent when
communicating , simple slogans such as “Happiness” and
“Enjoy”
• Personalization
The company’s Share a Coke campaign has successfully
expanded to over 50 countries.

15. • Socialization
Social media is one of the fastest-growing tools for effective marketing, giving companies
the ability to reach consumers on a worldwide level through a single platform.
• Experience
Coke doesn’t sell a drink in a bottle, it sells “happiness” in a bottle i.e. universally
shared.

16. • Innovated
Coca-Cola has innovated to include a range of lower and no sugar
and calorie alternatives, each with their own identity
Four colas will be marketed under one brand –Coca Cola –
allowing Diet Coke, Coca Cola Zero and Coca Cola Life
“TASTE THE FEELING”

17. HOW HAS THE MARKET BEEN DIVIDED TO SEGEMENT CONSUMERS
• Coca-Cola India’s venture into rural India in the year 2002, with an
innovative promotion and marketing strategy .
• Availability
An innovative “Hub and spoke” distribution system was started [2002]
• Affordability
Coca-Cola launched 200 ml bottles (Chota Coke) priced at Rs 5/-

18. • Acceptability -extensive marketing
Painted Coca-Cola on the compounds of the village residence
participation in annual haats [markets] and television
commercials(TVCs) on Doordarshan

19. • Making Coca Cola available and accessible to everyone-
youth, students and family oriented people . “Share a coke
campaign.”
• Designs separate offers.
• Partnerships with McDonald’s.

20. • Coca Cola has associated its brand with emotions i.e.
identified by all consumers.

22. Coca Cola customer relation strategy.
Coca-Cola and American Patriotism:
Coca-Cola has been a patriotic symbol in America ever since the company started
supporting American soldiers during World War II by shipping cases of Coke to military
bases abroad. Coke was giving a helping hand in times of adversity and quickly became very
dear to the soldiers who missed their homes. To them, Coke was far more than a consumer
product. It had an enormous emotional value as it gave them comfort and reminded them
of their ‘normal’ lives while they were in a highly unstable situation and had little control
over outcomes. In addition, Coke represented their country and what they were standing
for.

23. Coca-Cola’s Friendly Twist Campaign:
This year, the brand launched a campaign in Colombia whereby college freshmen received bottles of
Coke on their first day on campus. Nothing too creative you say, however, there is a twist (no pun
intended). The caps of these bottles could only be opened when clicked together with another cap.
This encouraged students to collaborate in order to open their bottles of Coke, and therefore facilitated
starting conversations between strangers on a day when students usually are a bit lonely and don’t
know anyone yet.

24. Coca-Cola Hello Happiness Phone Booths:
Dubai employs thousands of South Asian blue-collar workers who came to the UAE in order to sustain
their families back in their home countries. Making an average of $6 a day, these workers cannot afford
to make international calls to their families. This is where Coca-Cola comes in as an enabler to these
people with the Hello Happiness Phone Booths. In exchange for a Coca-Cola bottle cap, these booths
allow the workers to make 3-minute international calls to their home countries.

25. Relationship Marketing Strategies for Building Customer Loyalty by Coca cola.
1. Make every customer interaction count
2. Follow-through on commitments and claims about products or services.
3. Offer benefits and product value that responds to the customer’s desires.
4. Treat customers as individuals who are respected and valued.
5. Listen to customers.
6. Build a strong brand identity.
7. Surround your customers with valuable information