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Introduction marketing strategies of coca cola
Introduction marketing strategies of coca cola
Project on coca cola marketing
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SECTION I: Product
Brief History of Coca Cola Co. and Coke Zero
An Atlanta Pharmacist by the name of Dr. John S. Pemberton established Coca-Cola Company in 1886 in Atlanta, Georgia. (Coca-Cola Company 2014) He began with the idea of creating a distinctive soft drink, flavored by syrup mixed with carbonated water that sold at soda fountains. After trying several experiments, his bookkeeper Frank M. Robinson tested one of his last experiments and agreed that it was his best one yet. Mr. Robinson is actually the one who is credited for naming the soft drink Coca-Cola. Surprisingly, during the first year of sales, Coke averaged to nine servings per day in Atlanta. Now days, servings of Coke are estimated at 1.9 billion globally. (Coca-Cola Company 2014) The first marketing efforts in Coca-Cola history were through coupons promoting free samples of the soft drink. In the time period of 1887, couponing was one of the most popular advertising tactics at the time. Although Coca-Cola has several products, Coke Zero was on of Coca-Cola’s largest product launch in 22 years. Coke Zero was released in the year of 2005 and is still on the shelves today. It is a low calorie drink marketed to taste exactly like Coca-Cola, and less like Diet Coke. (Coca-Cola Company 2014)
Products and Services Provided
Coca Cola Company is the most popular and biggest selling soft drink in history, as well as the best-known brand in the world. Coca-Cola Co. has several best selling products on the shelves such as Coca Cola, Sprite, Fanta, Diet Coke, Coke Zero, Dasani, Minute Maid, Powerade, and Mello Yello. These are only few of the products that Coca Cola Company has to offer. The original Coca-Cola soft drink was patented in 1887, and registered as a tradema...
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...ecycling Coke Zero bottles increased by 12%. (Coca-Cola Bottling Company 2014)
SECTION III: MARKETING
In-Store Evaluation of Coke Zero
The store that I selected was Wal-Mart Supercenter in Jonesboro, Arkansas (1911 West Parker Road). As I was browsing through the soda isle, Coke Zero wasn’t very easy to find. The sodas that stood out were Coca-Cola and Pepsi. It was almost as though the soda was arranged from best selling to the off brands. Honestly there weren’t any actual suggestions to the manager that I could say since the best selling products are in front. Coke Zero wasn’t the best selling soda in the store, so they didn’t place it out there for everyone to see since it’s not a top product. The top soda products were in fact in plain sight, earning more revenue for the Wal-Mart store.
Prices by size and package type of Coke Zero and two competitors
Facts: In 1886, John Pemberton invented a caramel-colored soft drink. It was name Coca-Cola after the main two ingredients kola nuts and coca leaves. The problem came when they called the beverage Coke. Coca- Cola Company sued The Koke Company from using the word “Koke” for any of their products. Coca- Cola Company was the plaintiff and The Koke Company was the defendant in this case. Coca- Cola states that the Koke Company is in violation of trademark infringement and it is unfairly making and selling the beverage that use a trademark of Coke. The defendant The Koke Company propose to manufacture and sell as a bottled product soft drink, which the defendant has designated as "Koke-Up"
The history of Coca Cola began in 1886 and it was founded by Atlanta pharmacist, Dr. John S. Pemberton the curiosity led him to create a distinctive tasting soft drink that could be sold at soda fountains. The first servings of Coca – Cola were sold for 5 cents for a glass. During the first year, sales were a meek nine portions per day in Atlanta. Today, daily servings of Coca Cola beverages are estimated at 1.9 billion globally. In 1886 he sold to Atlanta businessman, Asa G. Candler. Under the leadership of Mr. Candler’s the distribution of Coca – Cola expanded to soda fountains. In 1894, overwhelmed by the growing demand for Coca Cola and the desire to make the drink movable, Joseph Biedenharn fixed bottling machinery in the rear of his Mississippi beverage fountain, becoming the first to place Coca Cola in bottles. Considered an innovative tactic back in 1887, it was followed by newspaper publicity and the distribution of promotional items bearing the Coca Cola script to participating pharmacies. One of the most famous advertising slogans in Coca Cola history “The Pause That Refreshes” first appeared in the Saturday Evening Post in 1929. In 2009, the “Open Happiness” campaign was unveiled globally. The central message of “Open Happiness” is an invitation to billions around the world to recess, revive with a Coca Cola, and continue to enjoy one of life’s simple pleasures.
Logo is acknowledged everywhere throughout the world. The Coca-Cola drink was established in 1886 in Atlanta, Georgia by creator John Pemberton, an average of nine servings of Coca-Cola was sold each day. As of today, Coca-Cola has expanded its numbers to 1.9 billion servings of company merchandise (Coca-Cola, 2017, Who we are).
Currently, Coca-Cola isn't selling its snazzy, aluminum-bottled Coke varieties in retail stores. Rather, they have been introduced thus far in select night clubs and bars, and offered for sale at some special events.
This is all thanks to the company's ability to stay competitive in the world marketing competitive environment. "The competitive environment, also known as the market structure, is the dynamic system in which your business competes. The state of the system as a whole limits the flexibility of your business."-Stan Mack(CHRON) The ability to stay flexible in todays market has enabled company to create revenue through adapting to changing views of the consumers. Although the first thought when hearing the Coca Cola name is still soda, the trend of non-carbonated and sugary drinks is the most revenue producing products of the company today. Don't get it wrong, the company still has 4 name brand sodas that bring in over $1 billion apiece in revenue annually, but the most substantial revenue is the companies investment in non-carbonated and sugar-based drinks. Products such as Smart Water, Vitamin Water, and Fairlife Superkids(milk) are among the nearly 400 products produced by the company that are not soda-related.(Fortune) So even with soda sales at the 30-year low, The Coca Cola Company continues to adapt to the ever-changing competitive market environment and sustain its household name and
The Coca Cola Company was founded in 1886 in Atlanta, Coca-Cola Organization is the universe's drivin maker, advertiser and merchant of nonalcoholic refreshment concentrates and syrups, used to create more than 230 drink brands. It is likewise the universe's most comprehensive brand. It has just wandered provincially out of Atlanta to different conditions of United States since the late 19th century and its mark from bottle was first fabricated in the mid 20th century to separate themselves and guaranteeing the real Coca-Cola. Despite the fact that the organization developed quickly and thundered into some European nations amid the 1900s, its quality overall developed quickly, simply after World War II. After quite a long time, the organization
Analysis of the Coca-Cola Company The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Company markets many of the world's top soft drink brands, including Coca-Cola, Diet Coke, Sprite and Fanta. Through the world's largest and most pervasive distribution system, consumers in nearly 200 countries enjoy the Company's products at a rate of more than one billion serving a day.
CASE 1-3: Coke and Pepsi Learn To Compete in India The political environment in India proved critical in that their government was unfavorable to foreign investors. They prohibited the import of soft drinks since they felt it could be gotten anywhere. They also prohibited the foreign brand name and wanted the name Lehar Pepsi and Coca-Cola India, an indigenous name. These effects couldn’t have be anticipated prior to entering the market because the trade policies, rules and regulations of India were difficult and unpredictable.
Coca-Cola was formulated by John S.Pemberton, originally as a cocawine called Pemberton's French Wine Coca, and originally sold as a patent medicine for five cents a glass at soda fountains, which were popular in America due to a contemporary view that soda water was good for your health. Coca-Cola is the trademarked name, registered in 1893, for a popular soft drink sold in stores, restaurants and vending machines around the world.
Opportunities: Brand recognition is the significant factor affecting Coke’s competitive position. Coca-Cola’s brand name is known well throughout 90% of the world today. The primary concern over the past few years has been to get this name brand to be even better known. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products (Allen, 1995).
Coca –Cola (KO) is one of the world’s largest beverage companies. Company was incorporated in September 1919 under the State of Delaware law and headquarters is located in Atlanta Georgia. But from 1886, company established its brand in US (Coca-Cola, 2012, p. 1). Currently company is providing for more than 500 varieties of non-alcoholic sparkles to the customers around the world. Apart from this, company also serve for still beverages that includes enhanced water, water, ready-to-drink, juices, energy drink, sport drinks and so on.
Place: PepsiCo uses a global network for distributing its products to consumers. Most PepsiCo products are available at retailers, such as supermarkets, grocery stores, and convenience stores. However, customers can access PepsiCo-licensed merchandise like tumblers and t-shirts through retailers and their websites. Based on this element of the marketing mix, PepsiCo’s places for distributing its products are mostly non-online
The Coca-Cola Company is the gold standard in the beverage industry and the largest seller of non-alcoholic beverages in the world (The Financial Canadian, 2017). Carbonated beverage sales have been dropping over the past 11 years with 2015 seeing a 4% decrease in total revenue and a 10% decrease in operating profit (The Financial Canadian, 2017). In short, many believed that Coca-Cola was on the decline, but this is not the case.
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
Coke Facts The Coca Cola Company Coca Cola India: Key Facts - Coca Cola Business, website: http://www.cokefacts.com/facts/facts_in_keyfacts.shtml