ADVERTISMENT

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Presented By::

Ashutosh Singh Sengar Ashwani Kumar Singh Punit Khatnani

INTRODUCTION
The Coca-Cola Company is the world's largest beverage company. largest manufacturer, distributor and marketer of non-alcoholic beverage. The company is best known for its flagship product Coca-Cola invented by pharmacist John Stith Pemberton in 1886.

Cont.
The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892.

The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

HISTORY
Coca-Cola Enterprises established in 1986. ByAtlanta pharmacist Dr. John Pemberton He began to produce Coca-Cola syrup for sale in fountain drinks. The bottling system business began in 1899.

Cont.
The Company offered its stock to the public on November 21, 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group. In 1992 sales climbed to 1.4 billion, and total revenues were $5 billion.

Marketing Objectives
To increase the market shares in the upcoming years. To increase awareness of the product on the market. To survive the current market war between competitors. To increase the size of the worldwide Coca Cola enterprise by 10%.

Marketing strategy
Availability. Aggressive Advertising. Dual distribution plan. Quality. Catchy taglines Trendy Packaging

SWOT Analysis
Strength
Worlds leading brand. Large scale of operations. Strong supply chain management system

Weakness

Unable to differentiate itself from Pepsi.

Less effective campaigns.

Oppurtunity
Growing bottled water market.
Untouched markets. Acquisitions Intense competition.

Threats
Intense competition with competitors.
Intense price competition. Dependence on bottling partners. Sluggish growth of carbonated beverages.

Key Success Factors

Major brands of coca cola

Major Competitors
Pepsi Slice Mirinda Mountain Dew 7up Nimbooz Aquafina

MARKET SHARE BY AREA

Sales Growth

Brand Equity
Brand equity is difficult to measure because much of it depends on consumers' perception and opinions of a brand. When a product has high brand equity they are successful at retaining their current customers by keeping them satisfied with the quality of products and service. They are also successful at attracting new customers who have heard of the brand through successful marketing or word of mouth. Coca-Cola's brand equity is difficult to measure because they have extended their brand to include numerous products. In addition to the numerous of versions of Coca-Cola worldwide that compete against other beverage brands, Coca-Cola competes with itself. Nationally there are numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy Products.

Brand identity
The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are in the right place. The brand definition is the formal description of what the brand stands for within different description categories - its personality, its values, its stories, its emotional benefits etc.. The brand proposition is the 'deal' the brand is offering you at any given moment

Brand Positioning
The location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as "value for money" or "age of consumer" etc. 5 main factors that go into defining a brand position. 1. Brand Attributes 2. Consumer Expectations 3. Competitor attributes 4. Price 5. Consumer perceptions

Advertising
Coke was first advertised as a remedy for headaches and exhaustion Coke has been advertising on television for 50 years. Songs used in coca cola commercials have become popular. They use catchy mottos such as: Adds a refreshing relish to every form of exercise

International Coca-Cola
In Hong-Kong, heated Coke is served as a cold remedy Coke advertises 200 in countries around the world. In Japan people use money chips on their cell phones to pay for drinks.

Coke in Space
In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger A special space can was developed

Coca-Cola in Our Schools

Business Strategy
Consumer demand drives everything we do.
Brand Coca Cola is the core of there business. We will serve consumers a broad selection of the nonalcoholic ready-todrink

Cont.
beverages they want to drink through out the day.
We will be the best marketers in the world.

We will think and act locally.

THANKING YOU