Scribd Logo
Upload

Welcome to Scribd!

  • 3K views

    Holistic Marketing Concept by Jikku John

    Uploaded by

    jikku john
    Coca-Cola has successfully implemented a holistic marketing approach that integrates internal, product, pricing, promotion, placement, and relationship marketing strategies. This holistic approach recognizes the interdependence of all marketing activities and changes with the marketplace. Coca-Cola focuses on a few core products to build strong brands, offers special incentives for employees to achieve targets, and engages in various promotional activities including advertising, sales promotions, and mobile/online marketing. The company also emphasizes relationship marketing and social responsibility programs centered around community support and the environment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Holistic Marketing Concept by Jikku John

    Uploaded by

    jikku john
    3K views19 pages
    Coca-Cola has successfully implemented a holistic marketing approach that integrates internal, product, pricing, promotion, placement, and relationship marketing strategies. This holistic approach recognizes the interdependence of all marketing activities and changes with the marketplace. Coca-Cola focuses on a few core products to build strong brands, offers special incentives for employees to achieve targets, and engages in various promotional activities including advertising, sales promotions, and mobile/online marketing. The company also emphasizes relationship marketing and social responsibility programs centered around community support and the environment.

    Original Description:

    holistic marketing concept

    Original Title

    holistic marketing concept by jikku john

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Coca-Cola has successfully implemented a holistic marketing approach that integrates internal, product, pricing, promotion, placement, and relationship marketing strategies. This holistic approach recognizes the interdependence of all marketing activities and changes with the marketplace. Coca-Cola focuses on a few core products to build strong brands, offers special incentives for employees to achieve targets, and engages in various promotional activities including advertising, sales promotions, and mobile/online marketing. The company also emphasizes relationship marketing and social responsibility programs centered around community support and the environment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    3K views19 pages

    Holistic Marketing Concept by Jikku John

    Uploaded by

    jikku john
    Coca-Cola has successfully implemented a holistic marketing approach that integrates internal, product, pricing, promotion, placement, and relationship marketing strategies. This holistic approach recognizes the interdependence of all marketing activities and changes with the marketplace. Coca-Cola focuses on a few core products to build strong brands, offers special incentives for employees to achieve targets, and engages in various promotional activities including advertising, sales promotions, and mobile/online marketing. The company also emphasizes relationship marketing and social responsibility programs centered around community support and the environment.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 19

    HOLISTIC MARKETING

    CONCEPT

    PRESENTED BY
    JIKKU JOHN

    ARUNKUMAR
    RAJESH RAJ
    KOKILA J
    SRUTHI S
    BETSY M V
    COMPANY PROFILE
    Coca-Cola was found in May 1886 by Dr. John
    Pemberton
    Coca-Cola was first sold to the public in Atlanta at
    Jacob’s Pharmacy
    World’s largest beverage company.
    Coca cola has got 85% global marketshare.
    Operate in more than 170 countries.
    Market a portfolio of more than 2000 beverage
    products and 1000 non beverage products.


    HOLISTIC MARKETING
    Holistic marketing concept is based on
    development, design and implementation of
    marketing programs, processes and
    activities that recognizes their breadth and
    interdependencies.

    Successful companies change marketing with
    the changes in their marketplace and market
    space.


    HOLISTIC MARKETING
    CONCEPT
    INTERNAL MARKETING
    …..“ Internal marketing does not just stop with

    a catchy motto. It is the employees that have


    to live the brand.”

    Includes internal guidance and motivation for


    employees in order to serve the customers well.

    They had a number of products but started concentrating on a


    few of them to build brand names. Eg : coke

    Special incentives and winning offers for the
    employees who achieve the targets.

    IN T E R G R A T E D
    M A R K E T IN G
    PR O D U C T
    Ø3 0 0 0 p ro d u cts a n d 4 5 0 b ra n d s.
    Ø e n e rg y d rin ks, ju ice d rin ks, te a , co ffe e , sp o rts
    d rin ks, w a te r.
    Ø co n sists o f va rio u s b ra n d p a cks a n d fla vo rs.
    Øn e w p ro d u cts a n d fla vo rs a re in tro d u ce d a cco rd in g
    to cu sto m e r n e e d s.
    Ød ie t co ke , m a a za , sp rite , th u m s u p , fa n ta ..

    PRICING METHOD
    Compétitive pricing method .
    Seasonal variations .
    Pénétration method – new markets


    PROMOTIONAL ACTIVITIES

    Ø Sales promotions.
    Ø Advertisment.
    Ø Mobile marketing
    Ø Online marketing
    Ø Public relations
    ü soccer club
    PLACE
    DISTRIBUTION CHANNELS

    company

    C & F agents

    retailers

    customers
    ADVERTISMENT
    Coca Cola is the best
    global br and
    RELATIONSHIP MARKETING

    “….If you want to crack a nut, you need to


    concentrate on force. Conventional
    marketing doesn’t do this much,
    Relationship marketing does it par
    excellence…”

    One of the new marketing mantras of coca
    cola-

     “…We don’t sell products, we sell


    experiences, we hold relationships, we
    provide solutions, we allow interactions,
    happiness, self-fulfillment, peace and love…”
    RELATIONSHIP
    MARKETING
     Assures customer satisfaction.

     Routine talks with customers.

     Constant dialogue through mails, brochures etc..


     Coke is moving away from building their own networks and
    communities, and is heading towards working where the
    people already are.
     Relationships are a critical assets for Coca Cola.


    SOCIAL MARKETING
    “… Effect of marketing extends beyond
    company and customer to society as
    a whole. Customers will increasingly
    look for signs of good corporate
    citizenship …”
    to return to communities and nature the amount of
    water equivalent to the usage in beverages and their
    production
    invested to build the world's largest plastic
    bottle-to-bottle recycling plant and to support
    recycling
    WATER POSITIVE PLANT - Rain water harvesting
    potential of plant is 3.17 million cubic meter
    community water programs are designed to support
    healthy watersheds and sustainable programs to
    balance the water used

     "Advertising and Marketing to Children Policy" to include all of


    the beverages, so that children under the age of 12 will not
    be directly targeted by any of the marketing messages

     Coca Cola Scholar’s Foundation encourages educational


    programs for students. programs focus on building
    educational infrastructure,school drop-out
    prevention,reading and literacy,scholarships etc

     Coca Cola Foundation provides assistance during and after


    natural disasters. For eg, in Thailand, partnership with the
    Thai Red Cross Society that involves an intensive training
    program on first aid and disaster-relief basics, conducted by
    the Red Cross.
    CONCLUSION
    Holistic approach in Coca Cola is the major reason
    for its a success as the largest beverage company.

    The marketing strategy of coca cola is working for


    them and the products are thus gaining popularity
    among youth day by day.
    REFERENCES
    www.coca-colaindia .com
    www.wpp.com
    www.learnmarketing.net
    www.dbasemedia. com
    www.thecoca-colacompany.com

    THANK YOU

    You might also like