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CocaCola Market entry strategy


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This is a presentation for my Global Marketing course.

Published in: Business
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CocaCola Market entry strategy

  1. 1. Zaheen Bin Mahmood
  2. 2. Global market entry strategy of COCA- COLA and marketing implications
  3. 3. Some Interesting Facts About Coca Cola
  4. 4. Coca-Cola was made for the cure of headache and other illnesses
  5. 5. Sales for the first year were only $50
  6. 6. Only 9 servings of the soft drink were sold each day
  7. 7. Now number of coke bottles sold each day 1.8 billion
  8. 8. 162 B 115 B In 2012 Enterprise Value In 2012 Total GDP
  9. 9. Total number of Coca-Cola Products 3,500
  10. 10. Number of worldwide Coke employees 150,900
  11. 11. Company Profile Name The Coca Cola Company Industries served Beverages Geographic areas served Worldwide Headquarters Atlanta, Georgia, U.S. Current CEO Muhtar Kent Revenue $ 48.01 billion (2012) Profit $ 9.01 billion (2012) Employees 150,900
  12. 12. • To refresh the world... • To inspire moments of optimism and happiness... • To create value and make a difference. Mission
  13. 13. Vision • People: Be a great place to work where people are inspired to be the best they can be. • Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. • Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
  14. 14. Vision • Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. • Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. • Productivity: Be a highly effective, lean and fast-moving organization.
  15. 15. • Focus on the Market • Work Smart • Act Like Owners • Be the Brand Values
  16. 16. Worldwide Share
  17. 17. Evolution of the Logo of Coca-Cola
  18. 18. Variety of Coca-Cola
  19. 19. Variety of Coca-Cola
  20. 20. Newest packaging of Coca-Cola
  21. 21. Global Marketing Strategies The company’s popular advertising slogans and catchy jingles played into the hearts and minds of people around the world. Some of the most remembered advertising slogans include: • “Drink Coca-Cola.” • “Things go better with Coke.” • “Good ‘til the last drop.” • “It’s the real thing.” • “Always Coca-Cola.” • “Enjoy.” • “Life tastes good.” Coupled with these slogans, songs were used to have consumers remember the brand. One of the company’s most popular jingles was known as “I want to buy the world a coke,” produced in 1971 by Billy Davis. The commercial featuring this song portrayed a world of hope and love produced by a group of multicultural teenagers on top of a hill.
  22. 22. Coca- Cola in INDIA Coke took over Parle in 1994. Thus it had ready access to over 2,00,000 retailer outlets and 60 bottlers. This was a huge advantage over Pepsi. Also, there was the most convincing factor for the tie-up, that Parle's Position in the Indian soft drinks market and Coca-Cola's marketing strengths and experience would make an unbeatable combination. At that time according to Fortune, Coke was the world's best brand. Even Coke would greatly benefit from the tie-up, as Coke with Parle’s wide spread bottling and distribution network, which was spread over more than a thousand towns and cities and the gradual withdraw of Parle brand would ensure Coke would be the king. Parle's best known brands include Thums Up, Limca, Citra and others were GOLD SPOT and Maaza. In short, Coca-Cola Company became the exclusive owner of Thums Up, Limca, Gold Spot, Citra and Maaza and could therefore, withdraw them from the market whenever it would want to. The biggest advantage to Parle from the tie-up would be an instant gain of $ 40 million, which could be used profitably in other ventures.
  23. 23. Coca-Cola in CHINA To raise the international profile of the brand further, Coca-Cola entered the third biggest country in the world - CHINA. Therefore Coca-Cola is one of the earliest US company entries Chinese marketing since 1927. The first bottling manufacture factory established in Shanghai and Tianjin, this is the first time that Chinese people drink the new types, high-quality drinks. Till 1948 Shanghai become the first city outside Unites exceeded sales 100 million boxes. • In 1979 , the first 28,000 boxes of bottled and canned coca-cola products were shipping from Hong Kong to mainland china to sales. • The first coca-cola bottling manufacture factory was established in Beijing in 1981 • Now there are 35 bottling company and 29 manufacture factory for coca-cola products in china, • More than 30,000 people working in Coca-Cola, 99% stuff are Chinese local . • Over the past 5 years of business in china the Coca-Cola company to be the main leadership in Chinese soft drink market, china become the world's third largest market for Coca-Cola as well.
  24. 24. Coca-Cola in CHINA China has almost four or five thousand years history to drink tea, to the Chinese people tea is not just drink it is a type of culture. For this especially culture Coca-Cola made the product strategy for Chinese marketing to sale Nestea ice rush lemon tea. The Coca-Cola' s partner in china have the effective marketing occupation, the Swire group occupied southern part and central part market ,Kerry Group's business including North , Southwest, and Beijing, COFCO control sites including the northwest, northeast, Hunan, Hainan, and other areas, so for the share market area Coca-Cola 's sales market channel like a big net hold the whole China. 2008 was the fantastic year for Coca-Cola when china held the Olympic game in Beijing; it is create a unique opportunity to the world to understand a new china and new Coca-Cola china.
  25. 25. Major segmentation The major segmentation elements for consumer markets are: Geographic, Demographic, psychographic and Behavioral. Developing the global businesses for the geographic and operating segmentation Coca-Cola divided the world into six parts: Eurasia, Africa, Europe, Latin American, North American and Asia Pacific. • Coca-Cola company purchase the vehicles for the factory to responsible for the drinks to retailers • giving free refrigerators, umbrellas to retailers, the company trying to find the different ways to perfect their customer services. • once the people will think about Coca-Cola when they want to drink ,no matter where you are ,you can find a Coca-Cola around you ,like grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, the products covered among many others public squares. • There are 3 key points of the Coca-Cola company- Quality, Customers and Consumers.
  26. 26. Coca-Cola in Bangladesh • Coca-Cola entered Bangladesh in 1965 through an agreement with Tabani Beverage. • Currently, Abdul Monem and Pran Group bottle Coca-Cola's drinks in the country • The US$50m Tongi-based facility was supposed to be operational by September 2013. The plant will produce Coca-Cola, Sprite, Fanta, juice-based drinks and bottled water.
  27. 27. Variety of Coca-Cola Campaigns
  28. 28. Thank You.