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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
MARKETING STRATEGY OF COCA COLA
SUBMITTED IN FULFILMENT OF THE REQUIREMENTS FOR THE AWARDOF
THE INTERNATIONAL MBA IN MARKETING
BY
KRUNAL SHAH
UNDER THE GUIDANCE OF
MR MAHESH SHETTY
JARO EDUCATION MUMBAI JANUARY 2013
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
DECLARATION
I Mr KRUNAL SHAH hereby declare ha h!" #r$%ec re#$r !led & MARKETING
STRATEGY OF COCA COLA' "(b)!ed !* #ar!al +(l+!ll)e* $+ he re,(!re)e* +$r he
&I*er*a!$*al $r e-ec(!.e MBA !* MARKETING' !" )y $r!/!*al 0$r1 a*d ! ha" *$ +$r)ed
he ba"!" +$r he a0ard $+ a*y $her de/ree2
Kr(*al Shah
3lace4 M()ba!
Dae4 567887958:
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
ACKNOWLEDMENT
I +eel +$r(*ae $ /e he "(##$r $+ *()er$(" "$(rce" a*d #e$#le !*
)a1!*/ h!" #r$%ec a "(cce""
I a1e h!" /$lde* $##$r(*!y $ e-#re"" )y #r$+$(*d /ra!(de a*dha*1 Mr Mahe"h "hey $+ c$ca c$la C$)#a*y +$r h!" .al(able/(!da*ce by /!.!*/ )e he 1*$0led/e +$r ra*"+$r)!*/ )y !dea" !*$real!y
Kr(*al "hah
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
INDEX
Sr2N$2
3ARTICULARS 3a/e*$
58 HISTORY ;
59 FINANCIAL HISTORY 8<
5: COM3ANY STATISTICS 86
5< STARTEGIC 3LANNING 95
56 MA=OR COM3ETITION 98
5> STRATEGIES OF GETTING GOODS 9?
5@ 3RICE STRATEGY :9
5; 3ROMOTION ACTIITIES :@
5? CONCLUSION <>
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
TABLE OF CONTENTS
CONTENTS
82 Ac1*$0led/e)e*292 M!""!$* "ae)e*:2 I*r$d(c!$*2<2 C$ca C$la2
a2 C$ca C$la I*er*a!$*al2b2 H!"$ry2
62 Ma*a/e)e*2>2 Mar1e "hare2
@2 F!*a*c!al re#$r2;2 D!.!de*d" a*d Ca"h 3la*2?2 3r$d(c"2852Srae/!c #la**!*/2882B$ler" $0*ed by C$ca c$la892C$ca C$la 3a1!"a*28:2Ma%$r C$)#e!$r"
a2 3e#"!b2 H!"$ry2c2 F!*a*c!al a""e"2
• Mar1e "hare2
• F!*a*c!al re#$r2• 3r$d(c"2
• Meh$d$l$/y8<2S$)e ba"!c !*+$r)a!$* re/ard!*/ )ar1e!*/ $+ c$1e
a2 Tar/e )ar1e4b2 Ma%$r "e/)e*"4c2 Fac$r" e++ec!*/ "ale"4d2 Ma%$r c$)#e!$r"4e2 Srae/!e" $+ ,(al!y4+2 Threa" +r$) c$)#e!$r"4/2 Tar/e" ha 0$(ld l!1e $ aa!*4
h2 E-#a*d!*/ ar/e )ar1e!2 Threa" a*d $##$r(*!!e" +$r #r!ce4
%2 Srae/!e" $+ /e!*/ /$al" !2e2 &h!/h #r$+!"'412 Mar1e!*/ "rae/y4l2 E-#eca!$*" +$r he c$)!*/ year4)2 H$0 c$1e deer)!*e he yearly b(d/e4
862Mar1e!*/ "rae/!e"8>23e" a*aly"!"
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
2The Missio S!"!e#e! o$ !he Co%" Co&" Co#'"(
O(r )!""!$* "ae)e* !" $ )a-!)!e "hare$0*er .al(e $.er !)e2
I* $rder $ ach!e.e h!" )!""!$* 0e )(" creae .al(e +$r all he c$*"ra!*" 0e "er.e!*cl(d!*/ $(r c$*"()er" $(r c("$)er" $(r b$ler" a*d $(r c$))(*!!e"2 The C$ca C$laC$)#a*y creae" .al(e by e-ec(!*/ c$)#rehe*"!.e b("!*e"" "rae/y /(!ded by "!- 1eybel!e+"4
82 C$*"()er de)a*d dr!.e" e.eryh!*/ 0e d$292 Bra*d C$ca C$la !" he c$re $+ $(r b("!*e"":2 We 0!ll "er.e c$*"()er" a br$ad "elec!$* $+ he *$*alc$h$l!c ready$dr!*1
be.era/e" hey 0a* $ dr!*1 hr$(/h $( he day2<2 We 0!ll be he be" )ar1eer" !* he 0$rld262 We 0!ll h!*1 a*d ac l$cally2>2 We 0!ll lead a" a )$del c$r#$rae c!!e*2
The (l!)ae $b%ec!.e" $+ $(r b("!*e"" "rae/y are $ !*crea"e .$l()e e-#a*d $(r"hare $+ 0$rld0!de *$*alc$h$l!c ready $ dr!*1 be.era/e" "ale" )a-!)!e $(r l$*/er) ca"h +l$0" a*d creae ec$*$)!c .al(e added by !)#r$.!*/ ec$*$)!c #r$+!2
The C$ca C$la "y"e) ha" )$re ha* 8> )!ll!$* c("$)er" ar$(*d he 0$rld ha "ell" $r"er.e" $(r #r$d(c" d!recly $ c$*"()er"2 We 1ee*ly +$c(" $* e*ha*c!*/ .al(e +$r he"ec("$)er" a*d hel#!*/ he) /r$0 he!r be.era/e b("!*e""e"2 We "r!.e $ (*der"a*deach c("$)er" b("!*e"" a*d *eed" 0heher ha c("$)er !" a "$#h!"!caed rea!ler !* ade.el$#ed )ar1e a 1!$"1 $0*er !* a* e)er/!*/ )ar1e2
There are *early > )!ll!$* #e$#le !* he 0$rld 0h$ are #$e*!al c$*"()er" $+ $(rc$)#a*y" #r$d(c2 Ul!)aely $(r "(cce"" !* ach!e.!*/ $(r )!""!$* de#e*d" $* $(r ab!l!y$ "a!"+y )$re $+ he!r be.era/e c$*"()#!$* de)a*d" a*d $(r ab!l!y $ add .al(e +$rc("$)er"2 We ach!e.e h!" 0he* 0e #lace he r!/h #r$d(c" !* he r!/h )ar1e" a her!/h !)e2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
COCA COLA INTERNATIONAL
HISTORY4HISTORY4
C$caC$la E*er#r !"e" e"abl!"hed !* 8?;> !" a y$(*/ c$)#a*y by he
"a*dard" $+ he C$caC$la "y"e)2 Ye each $+ ! " +ra*ch!"e" ha" a "r$*/
her!a/e !* he rad!!$*" $+ C$caC$la ha !" he +$(*da!$* +$r h!" C$)#a*y2
The C$caC$la C$)#a*y race" ! " be/!**!*/ $ 8;;> 0he* a* Ala*a
#har)ac!" Dr2 =$h* 3e)ber$* be/a* $ #r$d(ce C$caC$la "yr(# +$r "ale !*
+$(*a!* dr!*1"2 H$0e.er he b$ l !*/ b("!*e"" be/a* !* 8;?? 0he* 0$
Chaa*$$/a b("!*e"")e* Be*%a)!* F2 Th$)a" a*d =$"e#h B2 Wh!ehead
"ec(red he e-cl("!.e r!/h" $ b$le a*d "ell C$caC$la +$r )$" $+ he U*!ed
Sae" +r$) The C$caC$la C$)#a*y2
The C$caC$la b$ l!*/ "y"e) c$* !*(ed $ $#erae a" !*de#e*de* l$cal
b("!*e""e" (*!l he early 8?;5" 0he* b$l!*/ +ra*ch!"e" be/a* $ c$*"$l!dae2
I* 8?;> The C$caC$la C$)#a*y )er/ed "$)e $+ ! " c$)#a*y$0*ed
$#era !$*" 0!h 0$ lar/e $0*er"h!# /r$(#" ha 0ere +$r "ale he =$h* T2
L(#$* +ra*ch!"e" a*d BCI H$ld!*/ C$r#$ra !$*" b$ l!*/ h$ld!*/" $ +$r)
C$caC$la E*er#r!"e" I*c2 The C$)#a*y $++ered ! " "$c1 $ he #(bl !c $*
N$.e)ber 98 8?;> a a "#l!ad%("ed #r!ce $+ 6265 a "hare2 O* a* a**(al
ba"!" $al (*! ca"e "ale" 0ere ;;5555 !* 8?;>2
I* Dece)ber 8??8 a )er/er be0ee* C$caC$la E*er#r!"e" a*d he =$h*"$*
C$caC$la B$l!*/ Gr$(# I*c2 =$h*"$*J creaed a lar/er "r$*/er C$)#a*y
a/a!* hel#!*/ accelerae b$ler c$*"$l!da!$*2 A" #ar $ + he )er/er he "e*!$r
)a*a/e)e* ea) $+ =$h*"$* a""()ed re"#$*"!b!l !y +$r )a*a/!*/ he
C$)#a*y a*d be/a* a dra)a!c "(cce""+(l re"r(c(r!*/ !* 8??92U*! ca"e
"ale" had cl!)bed $ 82< b!ll!$* a*d $al re.e*(e" 0ere 6 b!ll!$*
MANAGEMENT4MANAGEMENT47
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
The h!erarchy $+ C$ca C$la C$)#a*y !" a" +$ll$0"2
MARKET SHAREMARKET SHARE)
Be!*/ he b!//e" c$)#a*y !* he "$+ dr!*1 !*d("ry C$ca C$la e*%$y" he lar/e" )ar1e"hare2 Th!" c$)#a*y c$*r$l" ab$( 6? $+ he 0$rld )ar1e2
GLOBAL MARKET SHARE4GLOBAL MARKET SHARE4
The +$ll$0!*/ able ca* "h$0 he 0$rld0!de $#era!*/ "e/)e*"2
TableJ
Ui! %"se *+o,!h No-"&%oho&i%
.+i/
A&& %o##e+%i"&Bee+"*es
85 yearc$)#$(*d a**(al/r$0h
6year c$)#$(*da**(al /r$0h
9558 a**(al/r$0h
9559 9559
C$)#a*y
I*d("ry C$)#a*y
I*d("ry C$)#a*y
I*d("ry C$)#a*y"hare
C$)#a*y "hare
C$)#a*y #erca#!a
I*c$)e
> 6 6 6 < < 8; ? @5
Chairma
!"ar# "$ %"&'r"r(
)i*' Chairma a# *hi'$ "+'ra,i% "$$i*'r
E-'*.,i&' )i*' /r'(i#',(
S'i"r )i*' /r'(i#',(
)i*' /r'(i#',(
0
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
Th!" "h$0" ha he )ar1e $+ he c$)#a*y !" /e$/ra#h!cally .a" a*d ! !" c$*r$ll!*/ ! 0!h/rea "(cce""2 I* 9559 he c$)#a*y /re0 he!r carb$*aed "$+dr!*1 b("!*e"" by *early965 )!ll!$* (*! ca"e" a*d /e*eraed rec$rd .$l()e"2 Beca("e carb$*aed "$+ dr!*1" arehe lar/e" /r$0h "e/)e* 0!h!* he *$*alc$h$l!c ready$dr!*1 be.era/e cae/$ry)ea"(red by .$l()e ha !" 0hy hey are +$c("!*/ )$re $* h!" a*d hey are c$*!*(ally!*crea"!*/ he #ace beca("e hey 1*$0 ha accelera!*/ h!" #ace !" cr(c!al $ he!r +((re
"(cce""2 Th(" hey are !*crea"!*/ he!r )ar1e day by day2 The $#era!$* !*c$)e ear*edby C$ca C$la C$)#a*y ca* be !ll("raed by he +$ll$0!*/ #!e char2
F!/(reJ
Th!" "rae/y ha" 0$r1ed a l$ a*d ! ha" hel#ed he) $ bec$)e he W$rld" lead!*/ S$+Dr!*1 C$)#a*y2 The /l$bal (*! "ale $+ he C$ca C$la C$)#a*y !" !*crea"!*/ +r$) he la"e* year"2 The daa $+ he /l$bal (*! "ale $+ he C$ca C$la C$)#a*y ca* be re#re"e*edby +$ll$0!*/ char2
F!/(reJ
0
2
3
10
12
1451 1431 1441 2002
6i! s"&e i 7i&&ios
S$ here !" #$"!!.e /r$0h !* he )ar1e $+ he C$ca C$la C$)#a*y2 There !" a 0$rld0!de.$l()e !*crea"e by < 0!h "r$*/ !*er*a!$*al /r$0h $+ 62 Th!" !" $*ly d(e $ he!**$.a!.e )ar1e!*/ #r$/ra))er" 0h!ch ha" dee#e*ed he rela!$*"h!# $+ he c("$)er"a*d C$ca C$la2 The +!*a*c!al healh a*d "(cce"" $+ he!r b$l!*/ #ar*er" !" a cr!!calc$)#$*e* $+ The C$caC$la C$)#a*y" ab!l!y $ b(!ld a*d del!.er lead!*/ bra*d"2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
I* 9559 he c$)#a*y had 0$r1ed 0!h he!r b$ler" $ (r* /$$d !*e*!$*" !*$ real!y by!)#r$.!*/ he "y"e) ec$*$)!c"2 The re"(l" !* 9559 re+lec h!" "ead!ly !)#r$.!*/ a*d)((ally c$*"r(c!.e rela!$*"h!# be0ee* he C$)#a*y a*d he!r b$l!*/ #ar*er"2 The)a!* rea"$* beh!*d h!" rela!$*"h!# !" $ c$*!*(e real!!*/ "hared $##$r(*!!e" +$r/r$0h 0!h cl$"er c$$rd!*a!$* $+ $#era!$*" !*cl(d!*/ c("$)er rela!$*"h!#" l$/!"!c"
a*d #r$d(c!$*2
MARKET SHARE BY AREA4MARKET SHARE BY AREA4
C$ca C$la !" he 0$rldre*$0*ed "$+ dr!*1 a*d he c$)#a*y !" c(rre*ly $#era!*/ hr$(/h$( he 0$rld2 The 0$rld 0!de $al !" ab$( 8@2; b!ll!$*2The $#era!$* re.!e0 acc$rd!*/ $ he "e/)e*" !" a" +$ll$0"2
O'e+"!io Reie,
9559 0$rld0!de (*! ca"e .$l()e by $#era!*/ "e/)e*J
NORTH AMERICA
LATIN AMERICA
EURO3E MIDDLE EAST
ASIA AFRICA
:5 96 99 8@ >
NORTH AMERICA
LATIN AMERICA
EURO8E 9 MIDDLE
EAST
ASIA
A:RICA
S$ he .$l()e !" lea" !* he A+r!ca a*d )$" !* he N$rh A)er!ca2 The daa ab$( he)ar1e "hare $+ h!" c$)#a*y area 0!"e !" /!.e* !* he +$ll$0!*/ able2
The ab$.e able "h$0" he /e$/ra#h!cal ear*!*/ $+ he C$ca C$la C$)#a*y a*d +r$) h!"daa 0e ca* +!*d $( ha he c("$)er" $+ C$ca C$la are !*crea"!*/ 0h!ch !" "h$0* by hec$)#a*y" #er ca#!a !*c$)e2 U*! ca"e e,(al" 9< e!/h$(*ce "er.!*/"2 The c$l()*0h!ch "h$0" he *$*alc$h$l!c be.era/e" c$*"!" $+ c$))erc!ally "$ld be.era/e" a"e"!)aed by he C$)#a*y ba"ed $* a.a!lable !*d("ry "$(rce"2 The c$(*ry c$l()* !"der!.ed +r$)
1
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
The C$)#a*y" (*! ca"e .$l()e 0h!le he !*d("ry c$l()* !*cl(de" *$*alc$h$l!c ready$dr!*1 be.era/e" $*ly a" e"!)aed by he C$)#a*y ba"ed $* a.a!lable !*d("ry "$(rce"2
TableJ
C$(*ry U*! ca"e /r$0h N$*alc$h$l!
cDr!*1"
All c$))erc!alBe.era/e"
85 yearc$)#$(*d a**(al/r$0h
6year c$)#$(*da**(al /r$0h
9559 a**(al/r$0h
9559 9559
C$)#a*y
I*d("ry C$)#a*y
I*d("ry C$)#a*y
I*d("ry C$)#a*y "hare
C$)#a*y "hare
C$)#a#er ca#
I*c$)No+!h
A#e+i%"4 5 3 3 2 2 22 15 398
Ui!e.S!"!es
4 5 3 3 2 2 23 16 419
L"!iA#e+i%"
6 7 6 6 3 4 24 15 205
A+*e!i"
7 4 6 2 7 2 20 10 236
B+";i& 5 5 3 6 3 5 23 13 144Chi&e 9 6 5 3 (2) 3 56 23 336
Me<i%o 7 10 8 9 2 5 22 18 462E6+o'e
9 Mi..&eE"s!
6 3 5 3 2 4 12 6 72
E6+"si" 17 8 6 5 (14) 1 14 5 39:+"%e 8 3 9 3 7 3 9 5 110Ge+#"
(1 2 (1) 1 (6) 1 14 7 193
G+e"!B+i!"i
8 2 11 2 8 3 17 6 193
I!"&( 1 3 4 3 2 2 9 6 104Mi..&eE"s!
12 12 7 5 4 8 8 3 17
S'"i 6 4 8 5 4 4 17 12 264Asi" 7 6 6 7 10 7 14 5 23
A$+i%" 7 6 8 3 10 6 34 11 34
I* A"!a* #$#(la!$* 0h!ch !" he "a!"+!ed c("$)er $+ C$ca C$la !" a##r$-!)aely :29b!ll!$* a*d he a.era/e c$*"()er e*%$y" cl$"e $ 0$ "er.!*/" $+ $(r #r$d(c" each )$*h2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
Thr$(/h a* !*e*"e +$c(" $* C$caC$la !**$.a!$* a*d *e0 be.era/e" he c$)#a*y ha"ach!e.ed .$l()e /r$0h $+ 85 #erce* !* 95592 W!h de.el$#!*/ ec$*$)!e" a*d
#$#(la!$*" h!" re/!$* ha" "r$*/ l$*/er) #$e*!al a*d he c$)#a*y !" b(!ld!*/ a*e-c!!*/ +a)!ly $+ be.era/e bra*d" !* add!!$* $ e-#a*d!*/ he #$#(lar!y $+ $(r c$rebra*d" led by C$caC$la2 I* Ch!*a +$r e-a)#le "ale" $+ C$caC$la !*crea"ed > #erce*2
The $al (*! ca"e "ale $+ C$ca C$la !* A"!a ca* be "h$0* by he +$ll$0!*/ #!e char2
F!/(reJ
S$ he c$)#a*y !" e)#ha"!!*/ )$re !* h!" area a*d !" ry!*/ $ de.el$# a "rae/y 0h!chca* !*crea"e he /r$0h $+ he c$*"()#!$* $+ C$ca C$la by he #e$#le $+ A"!a2 A)$*/ hec$(*r!e" $+ A"!a =a#a* ha" he h!/he" #erce*a/e 0h!ch !" ab$( 9?2 A)$*/ $her"3a1!"a* I*d!a a*d Ba*/lade"h are h$"e c$(*r!e" 0here he a.era/e c$*"()#!$* !"!*crea"!*/ day by day2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
FINANCIAL RE3ORT4FINANCIAL RE3ORT4
Th!" c$)#a*y !" +!*a*c!ally .ery "r$*/2 I !" d(e $ he "r$*/ +!*a*ce" he c$)#a*y !" "!ll"(r.!.!*/ he (#" a*d d$0* $+ he b("!*e"" 0$rld2 The +!*a*c!al re#$r $+ C$ca C$laC$)#a*y $+ he year 9558 a*d 9555 al$*/ 0!h he #erce*a/e cha*/e !" a" +$ll$0"2
TableJ
Ye"+ E.e. De%e#7e+ 31=>I #i&&ios e<%e'! 'e+ sh"+e ."!"= +"!ios ". *+o,!h +"!es?
2002 2001 8e+%e!"*e%h"*e
Ne $#era!*/ re.e*(e" 20,092 19,889 1%O#era!*/ !*c$)e 5,352 3,691 45%
Ne !*c$)e 3,969 2,177 82%Ne !*c$)e #er "hare basic J 1.60 1 0.88 2 82%Ne !*c$)e #er "hare diluted J 1.60 1 0.88 2 82%Ne ca"h #r$.!ded by $#era!*/ ac!.!!e" 4,110 3,585 15%B("!*e"" re!*.e")e* (963) (779) 24%D!.!de*d" #a!d (1,791) (1,685) 6%Share re#(rcha"e ac!.!y (277) (133) 108%Free ca"h +l$0 3,147 2,806 12%Re(r* $* ca#!al 26.6% 16.2% - Re(r* $* c$))$* e,(!y 38.5% 23.1% - U*! ca"e "ale" !* b!ll!$*"J I*er*a!$*al $#era!$*" 12.5 11.9 5% N$rh A)er!ca $#era!$*" 5.3 5.2 2% W$rld0!de 17.8 17.1 4%
9559 ba"!c a*d d!l(ed *e !*c$)e #er "hare !*cl(de" a *$*ca"h /a!* $+ 259 #er "harea+er a-e" 0h!ch 0a" rec$/*!ed $* he !""(a*ce $+ "$c1 by C$caC$la E*er#r!"e" I*c2$*e $+ he e,(!y !*.e"$r" $+ h!" c$)#a*y2
9559 ba"!c a*d d!l(ed *e !*c$)e #er "hare !*cl(de" he +$ll$0!*/ char/e"4•
29< #er "hare a+er !*c$)e a-e" relaed $ a* $r/a*!a!$*al Real!/*)e*2• 28? #er "hare a+er !*c$)e a-e" relaed $ he C$)#a*y" #$r!$* $+ char/e"
rec$rded by he !*.e"$r" $+ he c$)#a*y2
• 28> #er "hare a+er !*c$)e a-e" relaed $ he !)#a!r)e* $+ cera!* b$l!*/)a*(+ac(r!*/ a*d !*a*/!ble a""e"2
• 256 #er "hare a+er !*c$)e a-e" relaed $ he "ele)e* er)" $+ a d!"cr!)!*a!$*la0"(!2
• 258 #er "hare a+er !*c$)e a-e" relaed $ !*cre)e*al )ar1e!*/ e-#e*"e" !*Ce*ral E(r$#e2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
The"e char/e" are #ar!ally $++"e by a /a!* $+ 256 #er "hare a+er !*c$)e a-e" relaed $he )er/er $+ C$caC$la Be.era/e" #lc a*d Helle*!c B$l!*/ C$)#a*y S2A2 a*d 25< #er"hare a+er !*c$)e a-e" relaed $ be*e+!" +r$) a a- rae red(c!$* !* Ger)a*y a*d +r$)+a.$rable a- #la**!*/ "rae/!e"2
DIIDEND AND CASH INESTMENT 3LAN4The D!.!de*d a*d Ca"h I*.e")e* 3la* #er)!" "hare$0*er" $+ rec$rd $ re!*.e"d!.!de*d" +r$) C$)#a*y "$c1 !* "hare" $+ The C$caC$la C$)#a*y2 The 3la* #r$.!de" ac$*.e*!e* ec$*$)!cal a*d "y"e)a!c )eh$d $+ ac,(!r!*/ add!!$*al "hare" $+ $(rc$))$* "$c12 All "hare$0*er" $+ rec$rd are el!/!ble $ #ar!c!#ae2 Share$0*er" al"$ )ay#(rcha"e C$)#a*y "$c1 hr$(/h .$l(*ary ca"h !*.e")e*" $+ (# $ 896555 #er year2
A yeare*d @> #erce* $+ he C$)#a*y" "hare$0*er" $+ rec$rd 0ere #ar!c!#a*" !* he3la*2 I* 9559 "hare$0*er" !*.e"ed :> )!ll!$* !* d!.!de*d" a*d :8 )!ll!$* !* ca"h !* he3la*2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
COM3ANY STATISTICS4
The "a!"!c" $+ h!" c$)#a*y !" !)#re""!.e2 S!*ce ! !" $#era!*/ hr$(/h $( he 0$rld ha!" 0hy he *()ber $+ e)#l$yee" a*d he b$l!*/ e,(!#)e*" !" h!/he" a)$*/ he $herb$l!*/ c$)#a*!e"2 There !" a c$*"a* !*crea"e !* e.ery a"#ec 0he* 0e c$)#are he
"a!"!c" $+ 9558 a*d he "a!"!c" $+ 95592 Th!" !" beca("e C$ca C$la C$)#a*y !"!*crea"!*/ !" .$l()e day by day2 The e-#a*"!$* $+ h!" c$)#a*y 0h!ch "h$0" he"(cce"" $+ C$ca C$la bra*d" re"(l" !* he #erce*a/e cha*/e !* he "a!"!c" $+ he 0$year"2 The "a!"!c" !" a" +$ll$0"2
TableJ
2002 2001
E,(!.ale* ca"e" 4.2 billion 3.8 billionB$le a*d ca*" 87% 87%
F$(*a!* 13% 13%E)#l$yee" 72,000 67,000 eh!cle" 54,000 52,000 C$ld dr!*1 e,(!#)e*" 2.4 million 2.3 millionFac!l!!e"
3r$d(c!$* $*ly 25 25 D!"r!b(!$* 385 361
C$)b!*a!$* 53 50 T$al 463 436 3erce* $+ N$rh A)er!ca #$#(la!$* c$.era/e 80% 72%N()ber $+ Sae" $+ O#era!$* 46 46
B$le a*d ca* e,(!.ale* ca"e #ac1a/e d!"r!b(!$*Ca*" 44% 45%
N$*re+!llable b$le" 52% 51%Re+!llable b$le" 4% 4%
Ca#!al "r(c(reNe deb $ $al ca#!al ra!$ 63% 59%EBITDA !*ere" c$.era/e 3 3
We!/hed a.era/e c$" $+ deb 6.3% 6.8%Key Sa!"!c"
C$*"a* err!$ry b$le a*d ca* .$l()e /r$0h 3% ½%B$le a*d ca* *e re.e*(e" #er ca"e cha*/e Flat 2%
B$le a*d ca* c$" $+ "ale" #er #hy"!cal ca"echa*/e
1 ½%
Re#$red EBITDA !* b!ll!$*"J 1.95 2.39Re#$red EBITDA cha*/e (18)% 9%
Ca#!al e-#e*d!(re" !* b!ll!$*"J 0.97 1.18 a/e $+ *e $#era!*/ re.e*(e" 6% 8%
C$.era/e $+ N$rh A)er!ca* Ca*7b$le .$l()e 83% 74%
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
EBITDA !" he Ear*!*/" be+$re !*ere" a-e" de#rec!a!$* a*d a)$r!a!$*a*d $her *$*$#era!*/ !e)"2
• Ne! De7! !" he L$*/er) deb #l(" c(rre* #$r!$* $+ l$*/er) deb le""ca"h a*d )ar1eable "ec(r!!e"2
• E@6i"&e! C"se o+ Ui! C"se !" he #hy"!cal ca"e a*d +$(*a!* /all$*"c$*.ered $ a "a*dard (*! $+ )ea"(re de+ !*ed a" 9< e!/h$(*ce"er.!*/" $r 8?9 $(*ce" #er e,(!.a le* ca"e "$ ld by C$caC$ laE*er#r!"e"2
3RODUCTS4
There are d!++ere* bra*d" $+ he C$ca C$la C$)#a*y 0h!ch are c(rre*ly !* ("e hr$(/h$( he 0$rld2 Th!" c$)#a*y *$ $*ly deal" !* he carb$*aed dr!*1" b( al"$ $her dr!*1"2
Wh!le la(*ch!*/ !" #r$d(c he )ar1e!*/ ea) c$*"!der" he c(l(re $+ he c$(*ry2
Ma%$r bra*d" $+ c$ca c$la
• C$1e
• S#r!e
• Fa*a
• D!e c$1e
• C$1e cla""!c
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
The $.er all .$l()e $+ h!" c$)#a*y !" a" +$ll$0"2
F!/(reJ
The c$))!)e* $+ he c$)#a*y !" $ de.$e re"$(rce" $ 0aer $*ly !* )ar1e" 0here !e-#ec" #r$+!able /r$0h2 Th!" "rae/y ha" #a!d d!.!de*d"2 The c$)#a*y ha" "(cce""+(llya##l!ed !" a##r$ach $ bra*d" !* "e.eral 1ey )ar1e" !*cl(d!*/ C!el !* Me-!c$ M$r! N$M!(day$r! !* =a#a* !ona"ua !* R(""!a a*d K!*ley !* I*d!a2 Bac1ed by a "r$*/ *e0$r1 $+b$l!*/ #ar*er" hr$(/h $( he U*!ed Sae" Da"a*! beca)e he *a!$*" +a"e"/r$0!*/0aer bra*d2 I* E(ra"!a he e*!re T(r1(a bra*d ea) 0$r1ed $/eher $ la(*ch T(r1ey"+!r" #(r!+!ed 0aer bra*d2 Th!" year C$caC$la C$)#a*y al"$ "(cce""+(lly e*er/!ed a)a%$r #!ece $+ !" be.era/e "rae/y0aer2 By he e*d $+ 9558 !" b$led 0aer .$l()e
e-ceeded 6@5 )!ll!$* (*! ca"e" )a1!*/ ! he "ec$*d b!//e" c$*r!b($r $ he /r$0h $+he c$)#a*y a+er carb$*aed "$+ dr!*1"2 Three $+ he 0aer bra*d" Da"a*! C!el a*dB$*a,(a each ach!e.ed "ale" $+ $.er 855 )!ll!$* (*! ca"e" +$r he year2
I* 9558a*d 9559 he c$)#a*y ha" al"$ )ade /$$d #r$/re"" !* c$++ee" a*d ea"2Be.era/e 3ar*er" W$rld0!de he re*e0ed a*d "re*/he*ed )ar1e!*/ #ar*er"h!# 0!hNe"lP S2A2 be/a* $#era!$*" !* 95582 Th!" #ar*er"h!# c$)b!*e" Ne"lP" 1*$0led/e !*l!+e "c!e*ce re"earch a*d de.el$#)e* 0!h he e-#er!"e $+ C$ca C$la C$)#a*y !* bra*db(!ld!*/ a*d d!"r!b(!$*2
A he "a)e !)e he c$)#a*y /re0 Ge$r/!a c$++ee !* =a#a* by : #erce* hr$(/h a0ard
0!**!*/ )ar1e!*/ !* a cae/$ry ha 0a" +la +$r he year2 Al"$ !* =a#a*0here The C$caC$la C$)#a*y !" he leader !* he $al ea cae/$ry he "ec$*dlar/e" cae/$ry !* he*$*alc$h$l!c ready$dr!*1 "e/)e*! la(*ched Mar$cha Gree* Tea2 W!h "ale" $+ <>)!ll!$* (*! ca"e" +$r he year Mar$cha Gree* Tea !" he +a"e"/r$0!*/ #r$d(c !* he+a"e"/r$0!*/ cae/$ry4 /ree* ea2 The #$#(lar!y $+ Mar$cha !" al"$ rec$/*!ed by he!*d("ry 0!h a lead!*/ rade %$(r*al *a)!*/ Mar$cha he )$" #$#(lar *e0 +$$d a*dbe.era/e #r$d(c $+ he year2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
K*$0 he )$" rec$/*!ed 0$rd $*he #la*e a+er &OK'
A)$*/ he "$+ dr!*1" :"!" a*d S'+i!e bec$)e "(cce""+(l al$*/ 0!h he )a%$r bra*dCo%" Co&" a*d Die! Co/e2 I* 1ey )ar1e" he c$)#a*y ha" creaed *e0 #ac1a/!*/ "!e"$ "a!"+y c$*"()er de)a*d"2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
I*crea"!*/ly Me-!ca* +a)!l!e" ha.e l(*ch $/eher a h$)e2 The a.era/e Me-!ca*h$("eh$ld dr!*1" 0$a*dahal+ l!er" $r )$re $+ "$+ dr!*1" d(r!*/ ha brea1 0h!le a 0$l!er b$le 0a" he lar/e" a.a!lable #ac1a/e2 S$ he c$)#a*y !*r$d(ced a c$*.e*!e* 9l!er b$le $ "elec re/!$*" c$*r!b(!*/ $ he "ale $+ *early 826 b!ll!$* (*! ca"e" $+ C$caC$la !* Me-!c$ h!" year2 Th!" lar/er b$le 0!ll c$)#lee !" *a!$*0!de r$ll$( !* 95592 I*
Ch!*a C$caC$la !" a* !*e/ral #ar $+ h$l!day celebra!$*" a*d he +a)!ly /e$/eher"ha acc$)#a*y "(ch e.e*"2 Thr$(/h a* !*e*"e +$c(" $* C$caC$la !**$.a!$* a*d *e0be.era/e" ! ha" ach!e.ed .$l()e /r$0h $+ 85 #erce* !* 95582 I* Ch!*a "ale" $+ C$caC$la !*crea"ed by > #erce*2 I* he U*!ed Sae" rec$/*!!*/ ha c$*"()er" $+e* e*%$yhe!r d!e C$1e 0!h a "l!ce $+ le)$* he c$)#a*y b$led he c$*ce#2 The re"(ld!eC$1e 0!h le)$*c$*r!b(ed $ .$l()e /r$0h $+ < #erce* +$r he *()ber$*e d!e2
S$+ dr!*1 !* N$rh A)er!ca4 d!e C$1e2 The c$)#a*y !*crea"ed !" 0$ lar/e" b$le "!e"d(r!*/ he 9558 h$l!day" a*d +e"!.al #ac1a/!*/ hel#ed dr!.e a > #erce* .$l()e !*crea"e+$r C$caC$la2 The #ac1a/!*/ !**$.a!$*" d$ *$ %(" !*.$l.e re"!!*/2 The c$)#a*y ha"al"$ re"#$*ded $ c$*"()er" cha*/!*/ +a"h!$* "yle" 0!h *e0 b$le"2
W!h bra*d" "(ch a" M!*(e Ma!d H!C S!)#ly Ora*/e a*d D!"*ey %(!ce" a*d %(!cedr!*1" !* he U*!ed Sae" Q$$ !* A"!a Ka#$ !* La!* A)er!ca a*d B!b$ !* A+r!ca2
Th!" year he c$)#a*y rela(*ched !" /l$bal "#$r"dr!*1 b("!*e"" !*.e"!*/ !* *e0#r$d(c" #ac1a/!*/ #$"!!$*!*/ a*d )ar1e!*/2 The re"(l" "#ea1 +$r he)"el.e"4 !"/l$bal "#$r" dr!*1" led by 3$0erade a*d A,(ar!(" /re0 by 8: #erce* !* 9559 *earlyd$(ble he /r$0h rae $+ he 0$rld0!de "#$r"dr!*1 cae/$ry2 Re.!al!ed !* he U*!edSae" he c$)#a*y !*r$d(ced 3$0erade !* *early e.ery )a%$r We"er* E(r$#ea*)ar1e !*cl(d!*/ Grea Br!a!* Ger)a*y a*d S#a!* a" 0ell a" !* Me-!c$ a*d La!*
A)er!ca2 The c$)#a*y la(*ched 9@ #r$d(c" !* 95582
The c$))!)e* $+ he c$)#a*y $ #ac1a/!*/ !**$.a!$* al"$ re"(led !* *e0 !*!!a!.e" +$r$(r +$(*a!* b("!*e"" a cha**el hr$(/h 0h!ch )a*y c$*"()er" e*%$y C$caC$la2 I* heU*!ed Sae" he c$)#a*y de.el$#ed :o6!"i= a $al be.era/e d!"#e*"!*/ "y"e) ha!" )$re +le-!ble a*d )$re rel!able2 T0$ year" $+ re"earch re"(led !* a d!"#e*"!*/ "y"e)ha #r$.!de" e-ce#!$*al be.era/e ,(al!y ea"y $ (#/rade ech*$l$/y bra*d a*d /ra#h!cc("$)!a!$* a*d !)#r$.ed rel!ab!l!y2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
STRATEGIC 3LANNING
I* he year 9559 he c$)#a*y had a /rea "(cce"" a" he "rae/y 0$r1ed 0h!ch re"(led
!* )a1!*/ C$ca C$la C$)#a*y he 0$rld" lead!*/ c$)#a*y2 I* 9558 c$)#a*yacc$)#l!"hed he cr(" $+ !" "rae/y a"
• W$rld0!de .$l()e !*crea"ed by < #erce* 0!h "r$*/ !*er*a!$*al /r$0h $+ 6
#erce* a*d clear "!/*" ha $(r N$rh A)er!ca* b("!*e"" !" /r$0!*/ "$l!dly a*d
#red!cable2
• Ear*!*/" #er "hare /re0 by ;9 #erce* a" 0e del!.ered $* $(r c$))!)e* $
creae .$l()e /r$0h 0h!le a//re""!.ely
• Re(r* $* c$))$* e,(!y /re0 +r$) 9: #erce* !* 9555 $ :; #erce* h!" year .
• Re(r* $* ca#!al !*crea"ed +r$) 8> #erce* !* 9555 $ 9@ #erce* !* 95582
• The c$)#a*y ha" /e*eraed +ree ca"h +l$0 $+ :28 b!ll!$* (# +r$) 92; b!ll!$* !*
9555 a clear !*d!ca!$* $+ !" (*derly!*/ +!*a*c!al "re*/h2
The "rae/y +$r he +((re $+ he c$)#a*y !" .ery "ra!/h+$r0ard2 The #"+/e!i* s!+"!e*($o+ !he (e"+ 2002 !" a" +$ll$0"
• Accelerae carb$*aed "$+dr!*1 /r$0h led by C$caC$la2
• Selec!.ely br$ade* he +a)!ly $+ be.era/e bra*d" $ dr!.e #r$+!able /r$0h2
• Gr$0 "y"e) #r$+!ab!l!y a*d ca#ab!l!y $/eher 0!h $(r b$l!*/ #ar*er"2
• Ser.e c("$)er" 0!h crea!.!y a*d c$*"!"e*cy $ /e*erae /r$0h acr$"" all
cha**el"2
• D!rec !*.e")e*" $ h!/he" #$e*!al area" acr$"" )ar1e"2
• Dr!.e e++!c!e*cy a*d c$"e++ec!.e*e"" e.ery0here2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
MA=OR COM3ETITOR
3E3SI INTERNATIONAL
HISTORY
3e#"!C$ !" a 0$rld leader !* c$*.e*!e* +$$d" a*d be.era/e" 0!h re.e*(e" $+ ab$( 9@b!ll!$* a*d $.er 8<:555 e)#l$yee"2 The c$)#a*y c$*"!"" $+ he "*ac1 b("!*e""e" $+Fr!$Lay N$rh A)er!ca a*d Fr!$Lay I*er*a!$*al he be.era/e b("!*e""e" $+ 3e#"!C$la N$rh A)er!ca Ga$rade7Tr$#!ca*a N$rh A)er!ca a*d 3e#"!C$ Be.era/e"
I*er*a!$*al a*d Q(a1er F$$d" N$rh A)er!ca )a*(+ac(rer a*d )ar1eer $+ ready$eacereal" a*d $her +$$d #r$d(c"2 3e#"!C$ bra*d" are a.a!lable !* *early 955 c$(*r!e" a*derr!$r!e"2
Ma*y $+ 3e#"!C$" bra*d *a)e" are $.er 855year"$ld b( he c$r#$ra!$* !" rela!.elyy$(*/2 3e#"!C$ 0a" +$(*ded !* 8?>6 hr$(/h he )er/er $+ 3e#"!C$la a*d Fr!$Lay2Tr$#!ca*a 0a" ac,(!red !* 8??; a*d 3e#"!C$ )er/ed 0!h The Q(a1er Oa" C$)#a*y!*cl(d!*/ Ga$rade !* 955820$(ld e*era!* he l!"e*er 0!h he lae" )("!cal "elec!$*"re*dered by .!$l!* $r #!a*$ $r b$h2 The *e0 *a)e &3e#"! C$la' !" der!.ed +r$) he 0$ $+he #r!*c!#le !*/red!e*" 3e#"!* a*d K$la N("2 I 0a" +!r" ("ed $* he A(/(" 9;2 A ha!)e Bradha)" ad.er!"!*/ #ra!"e" h!" dr!*1 a" &E-h!lara!*/ !*.!/$ra!*/ a!d" d!/e"!$*'2
8??59559
The ad.er!"e)e* $+ he 3e#"! cha*/e" $ &Y$( /$ he r!/h $*e baby UhH(h'2W!h hee-e*"!.e ("a/e $+ he "ar" !* he add" he #$#(lar!y $+ 3e#"! !*crea"e2 I* 8??9 3e#"!C$la +$r)ed a #ar*er"h!# 0!h Th$)a" =2 L!#$* C$2 T$day L!#$* !" he b!//e" "ell!*/ready$dr!*1 ea bra*d !* he U*!ed Sae"2 O("!de he U*!ed Sae" 3e#"!C$laC$)#a*y" "$+ dr!*1 $#era!$*" !*cl(de he b("!*e"" $+ Se.e*U# I*er*a!$*al2 3e#"!C$la be.era/e" are a.a!lable !* )$re ha* 8?5 c$(*r!e" a*d err!$r!e"2I* A"!a hey "eleced Lah$re $ )a1e he!r re/!$*al $++!ce2 Th!" 0a" d$*e !* 8?@52 Th!"re/!$*al $++!ce !" )$*!$r!*/ all he $#era!$*" carr!ed $( !* S$(h We" A"!a2 A" !*3a1!"a* hey $*ly e*ered be.era/e !*d("ry2 They ha.e ele.e* b$ler" c$.er!*/ 0h$le3a1!"a*2 The #la* $#era!*/ here !" R!a B$ler" 3.J LTD2 Th!" #la* 0a" e"abl!"hed aLah$re !* 8?@<2 The $al ca#ac!y $+ he #la* !" :5555 ca"e" #er day2 They ha.e +$(r+!ll!*/ l!*e" !* he #la* $#era!*/ $* he hree "h!+ ba"e"2 Each "h!+ !" $+ e!/h h$(r"2 Theyha.e #er)a*e* 0$r1 +$rce $+ @65 #e$#le a*d hey e)#l$yee a##r$-!)aely 8555 #e$#le)$re $* e)#$rary ba"!" d(r!*/ "())er "ea"$*2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
3e#"!" 3r$d(c"
• 3e#"!
• Tee)
• M!r!*da
• 3e#"! Ma-
• 3e#"! Le)$*
• 3e#"! Bl(e
• M$(*a!* De0
• @(#
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
COCA COLA 3AKISTAN
The C$caC$la C$)#a*y be/a* $#era!*/ !* 3a1!"a* !* 8?6:2 C$caC$la Fa*a a*dS#r!e are he bra*d" !* 3a1!"a*2 The C$caC$la Sy"e) !* 3a1!"a* $#erae" hr$(/he!/h b$ler" +$(r $+ 0h!ch are )a%$r!y$0*ed by C$caC$la Be.era/e" 3a1!"a* L!)!ed
CCB3LJ2 The CCB3L #la*" are !* Karach! Hyderabad S!al1$ G(%ra*0ala Fa!"alabadRah!)yar Kha* M(la* a*d Lah$re2 The re)a!*!*/ 0$ #la*" !*de#e*de*ly $0*ed are!* Ra0al#!*d! a*d 3e"ha0ar2 The C$caC$la Sy"e) !* 3a1!"a* "er.e" @5555c("$)er"7rea!l $(le"2 The C$caC$la Sy"e) !* 3a1!"a* e)#l$y" 8;55 #e$#le2 D(r!*/he la" 0$ year" The C$caC$la Sy"e) !* 3a1!"a* ha" !*.e"ed $.er 8:5 )!ll!$* U2S2J
<? year" $+ re+re"h)e* !* 3a1!"a*
Co%"-Co&" !*r$d(ced !* 3a1!"a* 143
Fa*a !*r$d(ced !* 3a1!"a* 14
S#r!e 0a" !*r$d(ced 1452
D!e C$1e Fa*a Le)$* 2001
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
3ROMISE OF COKE
The ba"!c #r$#$"!!$* $+ $(r b("!*e"" !" "!)#le "$l!d a*d !)ele""2 Whe* 0e br!*/re+re"h)e* .al(e %$y a*d +(* $ $(r "a1eh$lder" he* 0e "(cce""+(lly *(r(re a*d#r$ec $(r bra*d" #ar!c(larly C$caC$la2 Tha !" he 1ey $ +(l+!ll!*/ $(r (l!)ae $bl!/a!$*
$ #r$.!de c$*"!"e*ly arac!.e re(r*" $ he $0*er" $+ $(r b("!*e""2
TARGET MARKET
C$1e" c$))erc!al" ba"!cally ba"ed $* y$(*/ /e*era!$*" S$ he y$(*/ /e*era!$* !" hear/e )ar1e $+ C$1e beca("e hey 0a* $ re#re"e* C$1e 0!h he y$(h a*d e*er/y b(hey al"$ c$*"!der ab$( he $ld #e$#le hey a1e he* a" a c$ar/e )ar1e2
MA=OR SEGMENTSMa%$r "e/)e*" are ba"!cally h$"e #e$#le 0h$ a1e h!" dr!*1 da!ly a*d h$"e area" 0herehe de)a*d" !" h!/her he* he $her area"2 There are "$ )a*y #e$#le 0h$ a1e h!" dr!*1da!ly a*d h$"e #e$#le 0h$ a1e 0ee1ly a*d h$"e 0h$ a1e le"" $+e* are al0ay" here a"0ell2 S$ he!r ba"!c "e/)e*" are h$"e #e$#le 0h$ a1e h!" dr!*1 re/(larly2
FACTORS EFFECTING SALES
There are "$ )a*y +ac$r" 0h!ch a++ec" he "ale $+ c$1e2 Here 0e are d!"c(""!*/ hree)a%$r +ac$r" 0h!ch e++ec" c$1e2
• 3er ca#!a !*c$)e
• C$)#e!$r"
• Weaher
3er Ca#!a I*c$)eF!r" 0e 0!ll d!"c("" ab$( & 3er ca#!a !*c$)e'2 Th!" !" )a%$r +ac$r ha a++ec" he "ale $+h!" "$+ dr!*12 Beca("e 0h!ch e.ery #a""!*/ year b(d/e" are bec$)!*/ .ery "r!c a*d!/h !* $rder $ #(rcha"e h!*/"2 S$ he d!"#$"able !*c$)e" $+ he #e$#le are c$)!*/d$0*2 They "#e*d hea.!ly $* re*" (!l!!e" a*d ed(ca!$* a*d ba"!c *ece""!!e" a*d a+erha 0he* hey /e e-ra )$*ey hey h!*1 ab$( h!" "$+ dr!*1 2S$ he decrea"!*/ #erca#!a !*c$)e e++ec" badly !* "ell!*/ a*d #r$d(c!$* $+ h!" "$+ dr!*12
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
A*d $ /e hr$(/h 0!h h!" d!++!c(ly here !" *eed $ !*crea"e he le.el $+ #er ca#!a!*c$)e $+ 3a1!"a* beca("e ! !" )(ch le""er ha* he re" $+ he c$(*r!e"2
C$)#e!$r"
C$1e" )a%$r c$)#e!$r !" &3E3SI' a*d here !" *$ he"!a!$* $ "ay h!" beca("e e.ery$*e 1*$0" ha a*d all he $her c$ld dr!*1" a*d 0aer c$++ee ea are he c$)#e!$r"2
Weaher
Weaher !" he h!rd )a%$r +ac$r !* e++ec!*/ he C$1e" "ell!*/2 Th!" !" (*derde.el$#ed)ar1e "$ he c$1e" c$*"()#!$* !* "())er" !" >5 a*d !* 0!*er" !" <52
MA=OR CUSTOMERS NEED
F!r" $+ all he )a%$r!y d$* care ha 0ha hey are /$!*/ $ ha.e2 I* $her 0$rd" heyd$* care be+$re dr!*1!*/ ha 0heher ! !" &3e#"!' $r &c$1e'2 They d$* ac(allyd!++ere*!ae be0ee* he"e 0$ bra*d" !* $rder $ he!r a"e"2C$*"()er" ba"!cally dr!*1 0ha hey /e2They bel!e.e $* “WHAT COLD THEY SOLD” C$*"()er" a.a!lab!l!y !* bra*d" !" ba"!cally 0$r1" l!1e43("h a.a!lab!l!y3(ll c$*"()er" de)a*d2
F$r h!" rea"$* C$caC$la ha.e #r$.!ded he!r c$$ler" a*d +reeer" !* he )ar1e2 Theyha.e )a-!)() *()ber $+ c$$ler" a*d +reeer" !* he )ar1e2 They #r$.!de h!"!*+ra"r(c(re +ree $+ c$" %(" $ #r$.!de ch!ld c$1e $ he!r c("$)er 0h!ch hey 0a* $ be#(rcha"e2The!r "ale")a* a*d )echa*!c" re/(larly .!"! all he "h$#" 0here c$1e ha" !"!*+ra"r(c(re $ chec1 ha e!her ! !" !* #r$#er c$*d!!$* $r *$ !+ *$ he* hey !))ed!aelycha*/e $r re#a!r !2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
MA=OR COM3ETITORS
C$*"()er" +!r"ly dec!de ha hey are /$!*/ $ ha.e a "$+ dr!*12 The* hey c$)#eebra*d" 0!h each $her2 L!1e hey c$)#ee C$1e 0!h 3e#"! a*d S#r!e 0!h @(# a*dea) 2S$ he )a%$r c$)#e!$r $+ C$1e !" 3e#"!2
Whe* hey )$!.ae $ a*y $her bra*d $r $* C$1e !" !* !*"!*c ba"!cally ha ba"ed $*)e""a/e" der!.e cera!* +eel!*/"2B( C$ca C$la h!*1" !* a d!++ere* 0ay hey bel!e.e ha RC C$la *e0 c$)!*/ AMRATC$la a*d all %(!ce" e.e* hey a1e 0aer a*d ea a" he!r c$)#e!$r"2
STRATEGIES OF QUALITY
A+er M!cr$ a*d )acr$ a*aly"!" Bra*d &c$1e' !" #r!)ar!ly r$le
82 E*ha*ce c$)#e!!$* )$)e*"
92 Whe* #e$#le 0ach cr!c1e
:2 Thr$(/h c$))erc!al!a!$*
<2 F(* !)e
Th$(/h he"e "rae/!e" here c$(ld be beer (*der"a*d!*/ a*d beer c$**ec!$* 0!h he#(bl!c2 The"e are he &1ey c$*"()#!$*'2
THREATS FROM COM3ETITORS
Threa" are 0ell #la**ed2 3r!ce !" he )a%$r hrea2 Whe* #r!ce /$e" cera!* bey$*d hee-ac #r!ce 0heher c$)e d$0* $r /$ h!/her !" e++ec" he c$*"()#!$* $+ "$+ dr!*12
Beca("e 0he* he #r!ce /$ h!/her #e$#le /$ +$r he "(b"!(e $+ &c$1e' !2e2 3e#"!2 A*d 0he* #r!ce /$e" d$0* hey h!*1 ha here !" )(" be "$)e h!*/ 0r$*/ !* !2I* "h$r ! all de#e*d" $* c("$)er" #erce#!$*2
TARGETS THAT WOULD LIKE TO ATTAIN
E.ery $r/a*!a!$* r(*" $* he ba"e" $+ #r$+! )a-!)!a!$* "$ C$1e !" al"$ l$$1!*/ +$r ah!/h #r$+! )ar/!*2
There are hree )a%$r 0ay" $+ )a1!*/ )$*ey
• O.er *!/h #r$+!
• W!*d+all #r$+!
• Eh!cal a*d (*eh!cal 0ay"
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
O.er N!/h 3r$+!"
They c$(ld be $.er *!/h #r$+! ha !" +$r he *()ber 8 bra*d +$r he year2 Th!" c$(ld be /$)y !*crea"!*/ "ale" .$l()e
W!*d+all 3r$+!Ca* be 0!*d+all #r$+!2 They are he e-ra" #r$+!2 Whe* he c$*"()#!$* he c$*"()#!$* !"$* b$$)2 S$ here !" d!++ere* 1!*d $+ #r$+!"2
Eh!cal A*d U*eh!cal Way"
3r$+! ca* al"$ /e hr$(/h eh!cal a*d (*eh!cal 0ay"2 They bel!e.e $* h!" ,($e& E.ery h!*/ !" +are !* l$.e a*d 0ar'2
S$)e #r$+!" "ay" +$r "$)e !)e l!1e &$.er *!/h #r$+!"' a*d "$)e %(" c$)e a*d /$ l!1e&0!*d +all #r$+!"'2 A*d hey ca* al"$ /e #r$+! hr$(/h d!++ere* a##r$ache"2
E3ANDING TARGET MARKET
I* la" 9 year" C$1e ha" c$)e bac1 !* a//re""!.e )a**er2
• C$*"()er ha" ch$!ce
• Arac!.e bra*d *a)e
• Bra*d d!++ere*!a!*/
C$*"()er Ha" G$ Ch$!ce
N$0 he c$*"()er ha" /$ ch$!ce2 Beca("e *$0 hey 1*$0 he *a)e $+ a*$her b!/ bra*dh$(/h c$1e !" he 9*d be" *a)e b( ! ca* /e a beer #$"!!$* a+er "$)e !)e
Arac!.e Bra*d Na)e
N$0 he c$*"()er" 1*$0 he Na)e $+ C$1e beca("e C$1e !" he *a)e 0h!ch !" he )$"#$#(lar a+er he 0$rd &$1'2 S$ #e$#le ca* beer d!++ere*!ae bra*d" 0!h each $her2
Bra*d D!++ere*!a!$*
N$0 d!++ere* c$)#a*!e" ha.e /$ d!++ere* bra*d *a)e"2 S$ #e$#le ca* d!"!*/(!"hbe0ee* bra*d"2 T0$ )a%$r bra*d" &c$1e' a*d &3e#"!' al"$ ha.e bra*d *a)e"2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
C$ca C$la" Bra*d
C$ca c$la !" &US' bra*d2 Beca("e hey bel!e.e !* he $/eher*e"" be!*/ #e$#le $/ehera*d +r!e*d" are be!*/ $/eher2 C$ca C$la "r$*/ly bel!e.e" ha 3a1!"a*! e)#era)e* !"&US' *$ &ME'
3e#"!" Bra*d
3e#"!" bra*d !" ba"!cally !" ba"!cally &ME' bra*ded2 They ("e he e)#era)e* $+ &ME'2 I*c$*ra" $ C$1e hey bel!e.e $* !*d!.!d(al "r(//le2
THREATS AND O33ORTUNITIES FOR 3RICE
O##$r(*!!e"I+ C$1e !" c$*"!dered a l(-(ry #r$d(c2 The* here !" he a- rae "y"e)86 "ale" a-95 e-c!"e d(y9@ /$e" $ /$.er*)e*5: I* )a1!*/ B(d/e
A+er #ay!*/ all he"e a-e" c$1e ha" $ #ay elecr!c!y char/e"2 We ha.e $ "#e*d $*d!"r!b(!$*"2 A+er #ay!*/ all he"e e-#e*"e" C$1e" )ar/!* ",(eeed a*d c$*"()er"ha.e $ #ay +$r !*crea"!*/ ar!++"2
The"e are he $##$r(*!!e" hr$(/h 0h!ch 0e ca* !*crea"e he #r!ce a*d ca* /e #r$+!"2
Threa"
There are )(ch )$re hrea" !* !*crea"!*/ #r!ce"2 Beca("e "a)e #r$ble) $+ "(b"!(e2 I+C$1e !*crea"e he #r!ce le" "ay 8 r(#ee2 The* #e$#le de+!*!ely 0$* /$ +$r c$1e2 Theyha.e he be" "(b"!(e $+ C$1e ha !" 3e#"!2 S$ he"e are he hrea" !* !*crea"!*/ #r!ce"2C$1e 0!ll l$"e he )ar/!* $+ !" #r$+! a*d ca* +ace l$""2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
STRATEGIES OF GETTING GOALS I2E2 &HIGH3ROFITS'
T$ !*crea"e he #r!ce !" he lea" h!*/ 0h!ch C$1e ca* ad$#2 There are "$ )a*y 0ay"hr$(/h 0h!ch C$1e ca* !*crea"e he #r$+!"2 S$)e )a%$r 0ay" are a" +$ll$0"2
• $l()e ca* be !*crea"ed
• I*ere" le.el $+ c$*"()er"
• T$ a1e #ar !* e*er/e!c +e"!.al"
H$0 $ !*crea"e he .$l()e $+ c$*"()er"
C$1e ca* !*crea"e he .$l()e by e-#a*d!*/ he !*d("ry $+ c$1e2 Thr$(/h ad.er!"e)e*"$++er!*/ d!++ere* !*ere"!*/ h!*/" $ arac #e$#le $0ard" h!" #r$d(c2
H$0 $ !*crea"e he !*ere" le.el $+ c$*"()er"
C$1e !" !*crea"!*/ he !*ere" le.el $+ c$*"()er" by $++er!*/ d!++ere* +la.$r"2F$r e-a)#le C$1e !" !*crea"!*/ he *()ber $+ +la.$r" !* &Fa*a' h!" !" $*e $+ he #r$d(c$+ c$1e2 Thr$(/h $++er!*/ d!++ere* +la.$r" C$1e ca* !*crea"e he Le.el $+ c$*"()er" a*dhr$(/h h!" #r$+!" ca* be /a!*ed2
H$0 $ a1e #ar !* e*er/e!c +e"!.al"
C$1e !" already a1!*/ #ar !* he +e"!.al l!1e &Ba"a*' "!*ce la" : year"2 C$1e $++er"d!++ere* arac!.e h!*/" !* he!r +e"!.al a*d hr$(/h h!" C$1e /a!*ed h!/h #r$+! a*dc$*"()#!$* $+ c$1e !*crea"ed $* he"e $cca"!$*"2
A*d h!" year !* h!" year 9559 #e$#le 0ere a*-!$("ly 0a!!*/ ha 0ha !*ere"!*/ h!*/c$1e !" /$!*/ $ $++er2
MARKETING STRATEGY
O(r l$cal )ar1e!*/ "rae/y e*able" C$1e $ l!"e* $ all he .$!ce" ar$(*d he 0$rlda"1!*/ +$r be.era/e" ha "#a* he e*!re "#ecr() $+ a"e" a*d $cca"!$*"2 Wha #e$#le0a* !* a be.era/e !" a re+lec!$* $+ 0h$ hey are 0here hey l!.e h$0 hey 0$r1 a*d #laya*d h$0 hey rela- a*d rechar/e2 Wheher y$(re a "(de* !* he U*!ed Sae" e*%$y!*/ are+re"h!*/ C$caC$la a 0$)a* !* Ialy a1!*/ a ea brea1 a ch!ld !* 3er( a"1!*/ +$r a %(!cedr!*1 $r a c$(#le !* K$rea b(y!*/ b$led 0aer a+er a r(* $/eher 0ere here +$r y$(2We are deer)!*ed *$ $*ly $ )a1e /rea dr!*1" b( al"$ $ c$*r!b(e $ c$))(*!!e"ar$(*d he 0$rld hr$(/h $(r c$))!)e*" $ ed(ca!$* healh 0ell*e"" a*d d!.er"!y2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
C$1e "r!.e" $ be a /$$d *e!/hb$r c$*"!"e*ly "ha#!*/ $(r b("!*e"" dec!"!$*" $ !)#r$.ehe ,(al!y $+ l!+e !* he c$))(*!!e" !* 0h!ch 0e d$ b("!*e""2 I" a "#ec!al h!*/ $ ha.eb!ll!$*" $+ +r!e*d" ar$(*d he 0$rld a*d 0e *e.er +$r/e !2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
MARKET 3OSITIONING
3r$d(c Ra*/e
The $al ra*/e $+ C$ca C$la c$)#a*y !* 3a1!"a* !*cl(de"4
• C$1e2
• S#r!e2
• Fa*a2
• D!e C$1e2
A*d c$)#a*y $++er" he!r #r$d(c" !* d!++ere* b$le "!e" he"e !*cl(de"4
•
SSRB "a*der" "!e re(r*able b$leJ• LRB l!er re(r*able b$leJ
• NRB *$ re(r* b$leJ $r d!"#$"able b$le
• 3ET 826 826 l!er #la"!c b$leJ
• CANS !* #ac1 ::5 )lJ
3ac1!*/
C$ca c$la #r$d(c" are a.a!lable !* d!++ere* #ac1!*/
• 9< re/(lar b$le "hell
• > b$le #ac1 +$r 826 #e"
• 89 b$le" !* a #ac1 +$r d!"#$"able b$le
• 9< ca*" !* $*e #ac12
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
3RICE STRATEGY
Trade 3r$)$!$*
C$ca c$la c$)#a*y /!.e" !*ce*!.e" $ )!ddle )e* $r rea!ler" !* 0ay a ha hey $++erhe) +ree "a)#le" a*d +ree e)#y b$le" by h!" he"e rea!ler" a*d )!ddle )a* #("h he!r#r$d(c !* he )ar1e2 A*d ha" 0hy c$ca c$la "ee* )$re !* he )ar1e2 A*d hey ha.e a/$$d "ale !* he )ar1e beca("e acc$rd!*/ $ he e-#er 0h!ch #r$d(c "ee* )$re !* he)ar1e ha "ell" )$re2&See* a" "$ld'
They d$ a/ree)e*" 0!h a "h$# 1ee#er" a*d "$re" $ e-cl("!.e "ale !* ha "$re"2 The"e"$re" are called a" KEY acc$(*" !* he!r l$cal la*/(a/e2
A*d c$1e al"$ !*.e" hea.y b(d/e $* he"e "$re" a*d $++er" he) +ree "a)#le" a*d +reeb$le" a*d "$)e !)e ca"h !*ce*!.e"2
D!++ere* 3r!ce I* D!++ere* Sea"$*"
S$)e !)e" C$ca C$la C$)#a*y cha*/e he!r #r$d(c #r!ce" acc$rd!*/ $ he "ea"$*2S())er !" "(##$"ed $ be a /$$d "ea"$* +$r be.era/e !*d("ry !* 3a1!"a*2S$ !* 0!*er hey red(ce he!r #r!ce" $ )a!*a!* he!r "ale" a*d #r$+!2 B( *$r)ally heyred(ce he #r!ce" $+ he!r #e b$le" $r 8 l!er /la"" b$le2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
3ROMOTION STRATEGIES
Ge!*/ "hel.e"
They /e" $r #(rcha"e "hel.e" !* b!/ de#ar)e*al "$re" a*d d!"#lay he!r #r$d(c" !* ha"hel.e" !* ha "yle 0h!ch "h$0 he!r #r$d(c )$re clear a*d )$re arac!.e +$r hec$*"()er"2
Eye Cach!*/ 3$"!!$*
Sale")a* $+ he c$ca c$la c$)#a*y #$"!!$*" he!r +reeer" a*d he!r #r$d(c" !* eyecach!*/ #$"!!$*"2 N$r)ally hey 1ee# he!r +reeer" *ear he e*ra*ce $+ he "$re"2
Sale 3r$)$!$*
C$)#a*y al"$ d$ "#$*"$r"h!#" 0!h d!++ere* c$lle/e a*d "ch$$l" ca+e" a*d "#$*"$r" he!r"#$r" e.e*" a*d $her e-ra c(rr!c(l() ac!.!!e" +$r /e!*/ )ar1e "hare2
UTC Sche)e
UTC )ea* (*der he cr$0* "che)e c$ca c$la $+e* d$ h!" y#e $+ "che)e a*d hey $++er.ery ha*dy #r!e" !* !2 L!1e $*ce hey $++er b!cycle" ca#" . "e" ca"h #r!e" ec2 Th!""che)e !" .ery )(ch #$#(lar a)$*/ ch!ldre*2
DISTRIBUTION CHANNELSC$ca C$la C$)#a*y )a1e" 0$ y#e" $+ "ell!*/D!rec "ell!*/I*d!rec "ell!*/
D!rec Sell!*/
I* d!rec "ell!*/ hey "(##ly he!r #r$d(c" !* "h$#" by ("!*/ he!r $0* ra*"#$r"2 Theyha.e al)$" <65 .eh!cle" $ "(##ly he!r b$le"2 I* h!" y#e $+ "ell!*/ c$)#a*y ha.e )$re
#r$+! )ar/!*2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
I*d!rec Sell!*/
They ha.e he!r 0h$le "eller" a*d a/e*c!e" $ c$.er all area2 Beca("e ! !" .ery d!++!c(l +$rhe) $ c$.er all area $+ 3a1!"a* by he!r $0* "$ hey ha.e "$ )a*y 0h$le "eller" a*da/e*c!e" $ a""(re he!r c("$)er" +$r a.a!lab!l!y $+ c$ca c$la #r$d(c"2
FACILITATING THE 3RODUCT BYINFRASTRUCTURE
F$r #r$.!d!*/ he!r #r$d(c !* /$$d )a**er c$)#a*y ha" #r$.!ded !*+ra"r(c(re he"e
!*cl(de"4
• !! c$$ler
• Freeer"
• D!"#lay rac1"
• Free e)#y b$le" a*d "hell" +$r b$le"
ADERTISEMENT
C$ca c$la c$)#a*y ("e d!++ere* )ed!()"
• 3r!* )ed!a
• 3$" )aer!al
• T. c$))erc!al
• B!llb$ard" a*d h$ld!*/"
3r!* Med!a
They $+e* ("e #r!* )ed!a +$r ad.er!"e)e*2 They ha.e a "e#arae de#ar)e* +$r #r!*)ed!a2
3OS Maer!al
3$" )aer!al )ea* #$!* $+ "ale )aer!al h!" !*cl(de"4 #$"er" a*d "!c1er" d!"#lay !* he"$re" a*d !* d!++ere* area"2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
T C$))erc!al"
A" e.eryb$dy 1*$0 ha T !" a )$" c$))$* e*era!*!*/ )ed!() "$ T c$))erc!al" !"$*e $+ he )$" arac!.e 0ay $+ d$!*/ ad.er!"e)e*2 S$ C$ca C$la C$)#a*y d$e"re/(lar T c$))erc!al" $* d!++ere* cha**el"2
B!llb$ard" A*d H$ld!*/"
C$ca c$la !" .ery )(ch c$*"c!$(" ab$( he!r b!llb$ard" a*d h$ld!*/"2 They ha.e "$ )a*y"!e" !* d!++ere* l$ca!$*" +$r he!r b!llb$ard"2
E3ECTATIONS FOR THE COMING YEAR
E.ery h!*/ "ar" +r$) he a!(de $+ c$*"()er" beha.!$r2 A*d he ba"!c 1ey $ arac hec$*"()er" !" $ hr$0 he &)$*ey a0ay'2
A*d #$"!!.e +eel!*/ +ell!*/ 0!h he bra*d 0h!ch hey ("ed $ ha.e C$1e 0a*" $ ad.er!"ehe!r #r$d(c" hea.!ly !* he c$)!*/ year2 A*d ! 0!ll a1e he 85 $+ he!r #r$+!"2 A*d 0he*0e a1e ! a" a /l$bal le.el ! !" I b!ll!$*2
C$)!*/ year !" he challe*/!*/ year +$r he !*d("ry $+ C$1e2 They ha.e $ a1e l$" $+dec!"!$*" ha h$0 $ !*crea"e he #r$d(c!$* a*d 0here hey ha.e $ "#e*d )$*ey2F$r /a!*!*/ "(cce"" !* c$)!*/ year hey ha.e $ ha.e "$)e !)#$ra* h!*/" l!1e4
82 L$yal c$*"()er" are !)#$ra* +$r c$)#a*y" "(cce""2
92 W$r1er" "h$(ld be he bra*d ce*r!c *$ he #r$)$!$* ce*r!c2
:2 They "h$(ld 1*$0 h$0 )(ch $ +$r he bra*d ac!.!!e"2
<2 They "h$(ld al"$ 1*$0 ha h$0 )(ch $ d$ 0!h he #r$)$!$* ac!.!!e" +$r bra*d2
HOW COKE DETERMINE THE YEARLY BUDGET
C$1e deer)!*e" !" yearly b(d/e by he
• Sale" .$l()e
• 3r$+!ab!l!y
• Tar/e .$l()e
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
Sale" $l()e
C$1e deer)!*e" !" yearly b(d/e hr$(/h he "ale" .$l()e2 They +!r" c$*ce*rae $* heh!*/ !" &0ha !" he c$*d!!$* $+ he!r "ale"' !+ he c$*d!!$* !" /$$d $+ he!r "ale" he* heyde+!*!ely !*crea"e he!r #r$d(c!$* a*d "ale" .$l()e2 Oher0!"e hey c$*ce*rae $* he!r
$ld "rae/!e"2
3r$+!ab!l!y4
The "ec$*d h!*/ hr$(/h 0h!ch hey deer)!*e" b(d/e !" he &#r$+!' 2!+ hey r /e!*/#r$+!" 0!h he h!/h )ar/!* he* hey de+!*!ely 0a* $ !*crea"e he!r #r$+!" !* he *e-c$)!*/ year2 E.ery $r/a*!a!$* r(*" $* he ba"!" $+ /e!*/ h!/h #r$+!"2 N$ $r/a*!a!$*0a*" $ +ace L$"" !* he!r b("!*e""2 T$ /e #r$+! !" he +!r" #r!$r!y $+ he C$1e2
Tar/e $l()e4
T$ r(* he b("!*e"" e.ery !*d("ry ha" "$)e ar/e" 0h!ch hey 0a* $ ach!e.e !* a"#ec!+!c !)e #er!$d2 I+ !*d("ry ach!e.e" h$"e /$al" !* ha #er!$d he* +$r he c$)!*/ year! !*crea"e" he .$l()e $+ he ar/e2S$ C$1e F$ll$0 he "a)e h!*/ ! ha" al"$ "$)e /$al" a*d ar/e" $ ach!e.e !* he /!.e*!)e #er!$d2 Whe* hey "(cceed $ ach!e.e ha ar/e he* hey !*crea"e he!r ar/e.$l()e !* he *e- year2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
SALES 3ROMOTION ACTIITIES
C$caC$la Cr!c1e
Cr!c1e he )$" "$(/h a+er 0ached #layed /a)e !* 3a1!"a* 2he /a)e $+ cr!c1e ha"bee* $0*ed by .ar!$(" bra*d" !* he !*d("ry +$r he #r$)$!$* $+ he!r #r$d(c" $.er a#er!$d $+ !)e2 I ha" ra*/ed +r$) $bacc$ $ l(br!ca*" $ c$))(*!ca!$* c$)#a*!e" $ba*1" $ a!rl!*e" laely $ he be.era/e !*d("ry2 The c$)#e!!$* ha" bec$)e $(/her $(/her a" he !)e ha" #r$/re""ed2
C$caC$la "!/*ed a "#$*"$r"h!# a/ree)e* 0!h e!/h $+ 3a1!"a*" Na!$*al cr!c1e#layer"2 C$caC$la real!!*/ he +ac ha cr!c1e !" a .ery "r$*/ ele)e* by 0h!ch ! ca*reach ! c$*"()er" )a""e" !*.e"ed !* he $##$r(*!y a*d la(*ched a )a""!.eca)#a!/* $* )a"" )ed!a "h$0!*/ all he"e cr!c1e "ar" e*d$r"!*/ c$)#l!)e*!*/ C$caC$la bra*d2 The C$caC$la C$)#a*y de.el$#ed hree T c$))erc!al" +$(r e"!)$*!al
ad" 0!h he #layer ra* he) $* he *a!$*al *e 0$r1 d(r!*/ .ar!$(" cr!c1e )ache"2The"e b$ld "e#" a1e* by he C$caC$la )ar1e!*/ (*! accla!)ed he) )a*yac1*$0led/e)e*" acr$"" he b$ard2 Th!" ca)#a!/* hel#ed C$caC$la $ e"abl!"h !"a""$c!a!$* 0!h he /a)e he #layer2
C$caC$la C$*cer"
Abrar(lha," d!"!*c "yle lyr!c" "$*/" ha.e )ade h!) a* !*"a* h! a)$*/ he)a""e" !* 3a1!"a*2 H!" e*$r)$(" #$#(lar!y !* he c$(*ry abr$ad !" "(##$red byC$caC$la" c$))!)e* $0ard" #r$.!d!*/ healhy +(*+!lled e*era!*)e* +$r he y$(h
$+ 3a1!"a*2 C$caC$la br$(/h Abrar $ h!" +a*" hr$(/h h$ld!*/ c$*cer" +ea(r!*/ Abrar !* a )(cha##rec!aed TC MMT +ea(red hr$(/h$( he c$(*ry2
The TC ca)#a!/* +$c("ed $* he hec!c l!+e"yle $+ a #$# "ar 0h$ +$(*d re"#!e rel!e+hr$(/h C$caC$la !* "h$r )$)e*" ha he had $ h!)"el+ d(r!*/ a c$*cer2 C$caC$la"bra*d #$"!!$*!*/ $+ #r$.!d!*/ dee# d$0* re+re"h)e* +$r he b$dy "$(l )!*d 0ereca#(red acc(raely !* he TC de#!ced a#ly h$0 he dr!*1 c$)#lee" he )$)e* +$r
Abrar2
C$caC$la F$$d Mela
W!h a "#la"h $+ +$$d +(* #r!e" $ be 0$* he C$caC$la +$$d )ela reaed he #e$#le$+ Karach! $ a +e"!.e +$$d +e"!.al c$)#r!"!*/ $+ 65 re"a(ra*" "#read $( all $.er heb("l!*/ c!y" )a#2 The #r$)$!$* "a0 he a.!d +a)!l!e" +r!e*d" e*%$y!*/ he del!cac!e" ahe re"a(ra*" all re"!l!e*ly (#h$ld!*/ he C$caC$la !de*!y2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
C$caC$la Ba"a* Fe"!.al
I* Febr(ary he )$*h $+ ba"a* he #ar1" h$r!c(l(re a(h$r!y !* Lah$re *$)!*aedC$caC$la he $++!c!al "#$*"$r $+ he ba"a* +e"!.al 2C$caC$la added $ he car*!.ala)$"#here by )a1!*/ he +e"!.al +ree $ e*er dec$ra!*/ all )a!* r$ad" !* Lah$re 0!h
!ll()!*aed 1!e"2 C$caC$la al"$ h$"ed a c$*cer $+ #$# !d$l Abrar(lha, had ch!ldre*"#arade held he C$caC$la 1!e +ly!*/ cha)#!$*"h!# d(r!*/ he ba"a* +e"!.al2 N$0&0here here !" ba"a* here !" C$caC$la' ! ha" bee* !)#$""!ble $ e*.!"a/e ba"a*0!h$( C$caC$la2 C$caC$la /!.e he )$re re+re"h!*/ +la.$r $ he c$l$r" $+ ba"a* byadd!*/ )$re l!+e $ he +e"!.al /!.!*/ he c$*"()er a (*!,(e e-#er!e*ce 0h!ch hey had*e.er a"ed be+$re2
C$caC$la GORED
Q(e*ch!*/ he h!r" $+ )$$r!" #ede"r!a*" #a""erby" d(r!*/ Lah$re" h$e" "())er"ea"$* C$caC$la" &GORED' ea)" 0e* $( !*$ he c!!e" )a!* ,(adra*" $ &"er.e
re+re"h' $* he "#$ 0!h !cec$ld C$caC$la" a d!"c$(*ed #r!ce" bac1ed by a hea.y FMa**$(*ce)e* ca)#a!/* he &GORED' "all "er.ed 0ell $ #r$)$e he C$caC$la!*d("ry2
C$caC$la 3ary !* a 3ar1
I* =(*e 9555 C$caC$la creaed a* e-#er!e*!al )("!cal e.e*!*/ !* Lah$re 0here =(*$$*#er+$r)ed2 Th!" #r$/ra) 0a" rec$rded a*d $*eh$(r #r$/ra) "h$0* !* he *a!$*al T +$r+ree285 )!ll!$* h$("eh$ld" "a0 C$caC$la V3ary !* a 3ar1 0h!le 85 h$("a*d #e$#leae*ded he e.e*2
C$caC$la Sh$##!*/ Fe"!.al
C$caC$la h$"ed &The C$caC$la Sh$##!*/ Fe"!.al' Lah$re" +!r" "h$##!*/ +e"!.al are"$(*d!*/ "(cce"" 0!h e)#!*/ d!"c$(*" l!.e )("!c /rea #r!e" +!re 0$r1"2 L!bery)ar1e!*/ G(lber/ 0a" a h!.e $+ ac!.!y d(r!*/ he 0ee1l$*/ "h$##!*/ e-ra.a/a*a2 The!* a(/(ral e.e* #r$.ed "$ #$#(lar ha ! !" *$0 "e $ bec$)e a* a**(al +!-(re2
C$caC$la 3e 3r$)$!$*
I* 8??> C$caC$la la(*ched 826 l!er 3e c$*$(r b$le +$r he +!r" !)e !* 3a1!"a*2Tar/e!*/ h$("e 0!.e" +a)!ly h$)e C$caC$la" 826 l!er 3e b$le $$1 he l!)el!/h /a!*ed )$)e*() 0!h a ca)#a!/* #r$)$!*/ he (*!,(e #ac1a/!*/ a*d !" *()er$("c$*"()er be*e+!" 2A rea +$r he +a)!ly C$caC$la" 3ET 0a" $++ered hr$(/h a &#r!ce$++'#r$)$!$* ha "a!d2Go o6! 9 *e! so#e
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
C$caC$la Ra)a* Ca)#a!/*
A .ery "#ec!al $cca"!$* +$r he #e$#le $+ 3a1!"a* Ra)a* "a0 a*$her .ery "#ec!al C$caC$la" #r$)$!$* )ar1e!*/ he #$#(lar 826 l!er 3ET b$le he 8 l!er b$le 0!h a "(#er#r!ce$++ #r$)$!$*2 The e)#ha"!" $* e*%$y!*/ C$caC$la a &I+ar' 0!h +r!e*d" +a)!ly2
C$caC$la W$*der $+ he W$rld 3r$)$!$*
I* =(ly 9555 C$caC$la "e he "a/e $+ he /ra*d UTC #r$)$!$*2 C$caC$la 0e* ahead0!h he !dea $+ /!.!*/ c$*"()er cha*ce" $ 0!* +ab(l$(" )a/!cal &drea) .aca!$*' $*()er$(" &0$*der de"!*a!$*' hr$(/h$( he 0$rld $* e.ery #(rcha"e $+ a 965 )l RGBb$le $+ C$caC$la S#r!e Fa*a2The #r$)$!$* /a.e c$*"()er" a cha*ce $ 0!* +reedr!*1 a r!# $ 3ARIS HOLLYWOOD NEWYORK SINGA3ORE CAIRO al$*/ 0!ha!r+are +$(r *!/h" +ree "ay !* he"e drea) la*d"2 The #r$)$!$* "a0 a.!d c$*"()erc$llec!*/ C$caC$la VCr$0* ca#" "#ar1ed a 1ee* re"#$*"e +r$) he #(bl!c re*der!*/
a* $("a*d!*/ e"!)$*!al ca)#a!/* !* he "ec$*d #ha"e h!/hl!/h!*/ he 0!**er" $.er0hel)ed !* he )a/!cal del!/h $+ he!r +a.$r!e be.era/e C$caC$la2
C$caC$la N$1!a
I* A(/(" 9558 he *e0 (*derhecr$0* #r$)$!$* &Ni/&" Ki("'Wha ha.e ( 0$*J 0a"la(*ched !* c$llab$ra!$* 0!h Ch!)era N$1!a2The #r$)$!$* /a.e c$*"()er a cha*ce $0!* h$("a*d" $+ C$caC$la bra*ded N$1!a ::85 cell(lar #h$*e" $* e.ery #(rcha"e $+@65)l RGB b$le $+ C$caC$la S#r!e Fa*a2The $her h!/hl!/h $+ #r$)$!$* 0a" heC"6*h! Re. H".e. ca)#a!/*2 Bra*ded C$caC$la 0!h Vca(/h red ha*ded ea) !*he) 0e* $ Lah$re Karach! +$r hree day" 0!h ar/e ha a*y$*e be!*/ ca(/hdr!*1!*/ C$caC$la 0!ll be a0arded a *$1!a ::85 )$b!le #h$*e !+ "$)e$*e !" ca(/hal1!*/ $* a *$1!a )$b!le 0!ll 0!* +ree "(##ly $+ C$caC$la2 Ca(/h red ha*ded bec$)e ah(/e "(cce"" a)$*/ he )a""e" a" ! 0a" $*e $ $*e !*erac!$* be0ee* he C$caC$labra*d he c$*"()er"2 Th!" ac!.!y hel#ed b!lled c$*+!de*ce a*d bra*d l$yaly a)$*/c$re c$*"()er"2
C$ca C$la T Maa
The c$ca c$la *e0 ca)#a!/* !" c$ca c$la . )aa ! !" a (c "che)e !* 0h!ch #e$#le are/e!*/ ele.!"!$* "e" $+ d!++ere* "!e"2 The"e day" h!" "che)e !" .ery #$#(lar a)$*/ he
#e$#le2
C$caC$la Mc D$*ald"
C$caC$la 1ey acc$(* $+ MC D$*ald" la(*ched he & ,e *o !o*e!he+ ' %$!* #r$)$!$* $re!*"ae a)$*/" c$*"()er" a real "e*"e $+ he a++!*!y ha b$h "hare" /l$bally2 The#r$)$!$* 1!c1ed $++ 0!h #$" )aer!al Da*/ler" B(*!*/ ecJ d!"#layed a all MC D$*ald"re"a(ra*" al$*/ 0!h a "#ec!al $++er +$r c$1e +r!e"2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
Fa*a S#r!e La(*ched
I* N$.e)ber 9555)$.!*/ $* $ he S#r!e Fa*a bra*d" he c$*"()er" !* 3a1!"a*0!*e""ed a "$+ la(*ch !* e""e*ce2 The C$caC$la C$)#a*y declared he *e0 &N$*Re(r*able' b$le" $+ S#r!e Fa*a a" he &Ne0 O* he G$ 3ac1"' +la(*!*/ he
!**$.a!.e #ac1a/!*/ c$*.e*!e*ce2 Fa*a S#r!e are "(re $ e*%$y c$*"!derable "(cce""!* 3a1!"a*2
D!e C$1e
A+er he ac,(!"!!$* $+ he !*d!.!d(al l$cal +ra*ch!"e b$l!*/ +ac!l!!e" !* 8??> he c$)#a*yha" "(cce""+(lly la(*ched !" +!r" *e0 #r$d(c d!e c$1e +$r he +!r" !)e !* al)$" :year"2 The 0a" l!*1ed 0!h hree +a"h!$* "h$0" a" D!e C$1e !" relaed $ +a"h!$* +!*e""b( he )a%$r h! 0a" he)a!c +a"h!$* "h$0" !* re"a(ra*" 0h!ch are he 1ey acc$(*" $+he c$)#a*y a" h!" ha" bee* *e.er d$*e be+$re !* 3a1!"a*2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
CONCLUSION
A+er h$r$(/h re"earch 0e c$)e $ he c$*cl("!$* ha he )ar1e!*/ "rae/y $+C$ca C$la !" 0$r1!*/ +$r he) a*d he #r$d(c !" /a!*!*/ #$#(lar!y a)$*/ y$(h
day by day2
RECOMMENDATIONS
A+er c$)#le!*/ $(r #r$%ec 0e ha.e c$*cl(ded "$)e rec$))e*da!$* +$r he c$ca
c$la c$)#a*y 0h!ch are +$ll$0!*/2
• C$ca C$la C$)#a*y "h$(ld ry $ e)#ha"!" )$re $* #r$.!d!*/ he!r
!*+ra"r(c(re !* he )ar1e $ +ac!l!ae he!r c("$)er"2
• Acc$rd!*/ $ he "(r.ey c$*d(ced by he !*er*a!$*al +!r) 3a1!"a*! #e$#le
l!1e l!le b! "0eeer c$la dr!*12 S$ +$r h!" c$ca c$la c$)#a*y "h$(ld #r$d(ce
he!r #r$d(c acc$rd!*/ $ he l$cal de)a*d2• Mar1e!*/ ea) "h$(ld ry $ !*crea"e he a.a!lab!l!y $+ C$1e !* r(ral area"2
• They "h$(ld al"$ +$c(" he $ld #e$#le2
• N$0 y$(*/ /e*era!$* ha" a re*d $ dr!*1 a c$1e 9 re/(lar b$le" a "a)e
!)e "$ #r$.!d!*/ )$re "a!"+ac!$* $ he) c$)#a*y "h$(ld !*r$d(ce l!er
d!"#$"able b$le2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
3EST ANALYSIS OF COCACOLA
There are +$(r .ar!able" 0h!ch 0e 0!ll d!"c("" !* $(r re#$r hey are4
8OLITICAL ARIABLES8OLITICAL ARIABLES
8o&i!i%"& "+i"7&es S!+o*&(E$$e%!e.
So#e ,h"!E$$e%!e.
NoE$$e%!
So#e ,h"!E$$e%!e.
S!+o*&(E$$e%!e.
E++ec" $+ /$.er*)e*
re/(la!$*" dere/(la!$*"
NE
E++ec $+ e*.!r$*)e*al#r$ec!$* la0" !+ a*y
YES
I)#$r a*d e-#$rre/(la!$*"
NE
E++ec $+ #$l!!calc$*d!!$*" !* cera!*c$(*r!e" $+ C$1e
NE
A*y e++ec $+ elec!$*)!l!ary a1e $.er
Re.$l(!$* a C$1e
YES
C$*cl("!$* O+ 3$l!!cal A*aly"!"4
A" +ar a" he ab$.e able !" c$*cer*ed ! c$(ld be "ee* ha here are .ery l!lecha*ce" $+ &#$l!!cal .ar!able"' $ e++ec he c$1e" #r$d(c!$* a*d "ell!*/ beha.!$r2I* he &#$l!!cal .ar!able"' )$" $+ he h!*/" are relaed $ G$.er*)e*al ac!.!!e"2S$ hey d$* lea.e a*y /$$d $r bad !)#ac !* he I*d("ry $+ c$1e2
A*d here are "$)e e-ce#!$*al h!*/" l!1e4 “e!"#$e&' #$&e*&"$ '+” hey"$)e 0ha e++ec he !*d("ry $+ C$1e2 Fr$) la" 0$ year" G$.er*)e* !" /$!*/ $be really .ery )(ch c$*"c!$(" ab$( he e*.!r$*)e*2 B( a+er )a1!*/ head%(")e*" !* #la*" a*d a##ly!*/ he #r$#er 0ay $+ 0a"a/e he cha*ce" $+ be!*/
a++eced by he &#r$ec!$* la0"' are /$!*/ $ be d!)!*!"hed2 S$ ! !)#ac /$$d +$rhe C$1e" re#(a!$*2 A*d he "ec$*d h!*/ !* #$l!!cal .ar!able" 0h!ch e++ec" C$1e!" “ee*&"$ ""&'# &'/e $!e#” Beca("e !* he day" $+ elec!$*" a*d )ar"halla0" c$*d!!$* he c$(*r!e" #r$d(c!$* !* a*y +!eld !" decl!*ed2 S$ ! a++ec" "l!/hlyhe re.$l(!$* $+ C$1e2
S$ “$"&"*' *$"&"$” are $.er all lea.e *e(ral e++ec" $* c$1e" !*d("ry2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
ECONOMICAL ARIABLES
E%oo#i%"& "+i"7&es S!+o*&(E$$e%!e.
So#e ,h"!E$$e%!e.
NoE$$e%!
So#e ,h"!E$$e%!e.
S!+o*&(E$$e%!e.
D$ "$ar!*/ !*ere" rae")a1e b("!*e"" a"1 a*y
harder
YES
A*y e++ec d(e $!*+la!$*
YES
A*yh!*/ d$*e $ red(ce(*e)#l$y)e*
YES
A*y e++ec $+ 88h
Se#e)ber 9558!*c!de* a C$1e !*
3a1!"a*
NE
C$*cl("!$* O+ Ec$*$)!cal A*aly"!"
I c$(ld be "ee* ha #economical $aiables& h!/hly a++ec" he C$1e" re"$l(!$*2 Ec$*$)!c+ac$r" are h$"e ac$r" 0h$ e++ec he #r$d(c!$* $+ a*y !*d("ry2 S$ C$1e !" *$ he $( $+,(e"!$*2 I+ he ec$*$)!c c$*d!!$*" $+ he c$(*ry !" *$ ha "r$*/ a*d C$1e !*crea"e" !"3r!ce !* h!" "!(a!$*2 The* ! 0$(ld !)#ac h!/hly *e/a!.e2 A*d !*+la!$* !" al"$ *$ a /$$d#$"!!$* +$r a*y c$(*ry" #r$d(c!$* #$!* $+ .!e02 I al"$ !)#ac" h!/hly *e/a!.e !* heC$1e" #r$d(c!$*2
A*d a" a c$(*ry c$*cer*ed l!1e &3a1!"a*' 0here he (*e)#l$y)e* rae !" .ery )(chh!/h2 The C$caC$la "y"e) !* 3a1!"a* e)#l$y" 8;55 #e$#le2 D(r!*/ he la" 9 year" heC$caC$la "y"e) !* 3a1!"a* ha" !*.$l.ed $.er 8:5 )!ll!$* U2SJ2Whe* 0e dra0 he c$*cl("!$* $+ #economic $aiables&. The* 0e c$)e $ 1*$0 ha !+ec$*$)!c .ar!able" are !* he +a.$rable #$"!!$* $+ c$(*ry he* hey !)#ac /$$d $her0!"e he !)#ac h!/hly bad2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
SOCIAL ARIABLES
So%i"& "+i"7&es S!+o*&(E$$e%!e.
So#e ,h"!E$$e%!e.
NoE$$e%!
So#e ,h"!E$$e%!e.
S!+o*&(E$$e%!e.
E++ec" $+ ad.er!"e)e* $+C$1e $* 3(bl!c #$#(lar!y
YES
H$0 0!ll d$ C$1e"c$*r!b(!$* a++ec char!y$r/a*!a!$*" $+ 3a1!"a*
YES
Ha" r!"!*/ c$*"c!$("*e""$+ *a(ral re"$(rce" !*
#e$#le e++eced y$(r &"a.ee*.!r$*)e* ac!.!!e"2
YES
CONCLUSION OF SOCIAL ANALYSIS
EDUCATION
The C$caC$la C$)#a*y ha" al0ay" bel!e.ed ha ed(ca!$* !" a #$0er+(l +$rce !*!)#r$.!*/ he ,(al!y $+ l!+e a*d crea!*/ $##$r(*!y +$r #e$#le a*d he!r +a)!l!e" ar$(*d he0$rld2The C$caC$la C$)#a*y !" c$))!ed $ hel#!*/ #e$#le )a1e he!r drea)" c$)e r(e2 All$.er he 0$rld 0e are !*.$l.ed !* !**$.a!.e #r$/ra)" ha /!.e hard0$r1!*/ K*$0led/eh(*/ry "(de*" b$$1" "(##l!e" #lace" $ "(dy a*d "ch$lar"h!#"2 Fr$) y$(h !* Bra!l $+!r" /e*era!$* "ch$lar" ed(ca!$*al #r$/ra)" !* l$cal c$))(*!!e" are $(r #r!$r!y2
ENIRONMENT
A lar/e #ar $r $(r rela!$*"h!# 0!h he 0$rld ar$(*d (" !" $(r rela!$*"h!# 0!h he #hy"!cal0$rld2 Wh!le 0e ha.e al0ay" "$(/h $ be "e*"!!.e $ he e*.!r$*)e* 0e )(" ("e $(r"!/*!+!ca* re"$(rce" a*d ca#ab!l!!e" $ #r$.!de ac!.e leader"h!# $* e*.!r$*)e*al !""(e"#ar!c(larly h$"e rele.a* $ $(r b("!*e""2 We 0a* he 0$rld 0e "hare $ be clea* a*dbea(!+(l2 We are al0ay" !**$.a!*/ $ br!*/ y$( d!++ere* del!c!$(" be.era/e"2 Th!" "a)e"#!r! $+ !**$.a!$* c$)e" al!.e !* $(r e*.!r$*)e* #r$/ra)"2 Were c$))!ed $
#re"er.!*/ $(r e*.!r$*)e* +r$) ("e $+ )$re ha* 9 b!ll!$* U2SJ a year !* recycl!*/c$*e* a*d "(##l!er" a*d e*.!r$*)e*
Ma*a/e)e* !*!!a!.e" d$0* $ .ery l$cal *e!/hb$rh$$d c$llec!$* a*d bea(!+!ca!$*e++$r"2 Here" a "a)#le $+ 0ha 0ere d$!*/ !* d!++ere* c$))(*!!e" ar$(*d he 0$rldre/ard!*/ he c$*"er.a!$* $+ 0aer a*d *a(ral re"$(rce" cl!)ae cha*/e" 0a"ee*.!r$*)e* ed(ca!$*2The C$caC$la "y"e) !* 3a1!"a* $#erae" hr$(/h e!/h b$ler"2 F$(r $+ 0h!ch are)a%$r!y$0*ed by C$caC$la Be.era/e" 3a1!"a* L!)!ed CCB3LJ2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
COMMUNITY INOLEMENT4
I* 9555 0he* ea"er* 3a1!"a* "(++ered !" 0$r" dr$(/h" The C$caC$la "y"e) !*!!aeda +a)!*erel!e+ #r$/ra) $ hel# .!c!)" a*d 0a" he +!r" #r!.ae"ec$r c$)#a*y $ a""!"2The C$caC$la "y"e) !* 3a1!"a* !*!!aed a .$l(*ary Ha%% #r$/ra) ha all$0" $*ee)#l$yee +r$) each #la* "eleced hr$(/h a dra0 $ be "e* $* he H$ly 3!l/r!)a/e $Mecca a he C$)#a*y" e-#e*"e2
TECHNOLOGICAL ARIABLES
Te%ho&o*i%"&"+i"7&es
S!+o*&(E$$e%!e.
So#e ,h"!E$$e%!e.
NoE$$e%!
So#e ,h"!E$$e%!e.
S!+o*&(E$$e%!e.
Ha.e b("!*e""
!**$.a!$*" e++ec!.ely
#r$)$ed y$(rb("!*e""
YES
Ha" he /$.er*)e*"re/(la!$*" e.er
h!*dered !* !)#$r!*/ech*!cal e,(!#)e*
YES
D$e" C$1e hel# !*#r$)$!*/ #a#erle""
e*.!r$*)e*
YES
C$*cl("!$* O+ Tech*$l$/!cal A*aly"!"
O+ c$(r"e business inno$ation lea.e" h!/hly /$$d !)#ac" !* he b("!*e"" $+ C$1e2 A" c$1e("e )$re ad.a*ce ech*$l$/y !* !" #r$d(c!$* #r$ce""2 I 0!ll re"(led !* !*cre)e* $+ he!r#r$d(c!$* hr$(/h $( he c$(*ry2
A" +ar a" he #'o$enmental indances& are c$*cer*ed he !)#ac" h!/hly bad $* c$1e"#r$d(c!$*2 E.er year 0he* b(d/e !* a**$(*ced /$.er*)e* a-e" rae" al0ay" "h$$ (#2Th!" a##r$ach $+ /$.er*)e* decrea"e" he #r$+! )ar/!* $+ C$1e2
A" he c$1e hel#!*/ !* #r$)$!*/ #aeless en$ionment& 2! !)#ac" /$$d beca("ec$)#(er" are he ba"!c *eed $+ a*y #er"$* *$0 a day"2 A*d h$(/h !" a b!/ !*d("ry "$ !!" #r$)$!*/ he re*d $+ #a#erle"" e*.!r$*)e*2 A*d ! !" /!.!*/ he 0ay $+ $her !*d("r!e"$ c$)e $ *e0 ech*$l$/!e" a*d !*$ a *e0 0$rld $+ b("!*e""2 Thr$(/h c$)#(er" c$1eca* !*crea"e he e++!c!e*cy $+ !" b("!*e"" a*d ca* ha.e (# $dae daa ab$( he!r#r$d(c!$*"2
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MARKETING STRATEGY OF COCA COLA JARO EDUCATION
CONCLUSION4
C$caC$la *$ d$(b c$)e he hear bea $+ I*d!a2 C$caC$la !" $*e $+ he leader" !*"#$*"$r!*/ he )$" !)#$ra* hr!ll!*/ e.e*"2 E2/2 Cr!c1e )ache" c$*cer" a*d )a*y$her "$c!al $cca"!$*"2 E.e* a he #re"e* hey are $r/a*!!*/ a !asant +e"!.al +$r 0h!chhey b("!ly $r/a*!!*/ "(++
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“ Jo chaho ho jaye coca-
cola enjoy ”