Coca colaByVaibhav

Company history Atlanta, Georgia, May8, 1886. Dr John Stith

Pemberton; Frank M. Robbinson – The Trademark “COCA COLA”.

1919-1940: COCA COLA began to sponor Olympic Games (1928)

Creates modern appearance of santa claus in an advertisement (1931)

2nd World War: every man in uniform gets coca-cola for 5 cents.

Company has a subsidiary in Germany that sells a new brand– “Fanta”

1982: the new Diet Coke1985: company launches a new taste coke.

“The New Coke”2001-2009: Extension of Products range. New

products released

Facts and Statistics Coca cola: Symbol of globalization

Evolving slogans

- increases the life of the product

-easy to remember the brand by these slogans

In 1971 came up with an advertisement classic

“Teach the World to Sing”

Focus on the best lines

-operating income increased from 77% in 1984 to 97%

Reinvestment –in 1990 concentrated on profits

-in `83 most of its profit were paid out as dividends to shareholders

-operating income increased from 77% in 1984 to 97%

Strategies Marketing strategy- invested a lot in marketing since

beginning

Advertising: Make the soft drink more popular by advertisements

Focus on consumer- differentiated their products

Differentiation with customers - the direct customers of Coca-Cola are outlets such as service stations, newsagents, leisure centres, cinemas, clubs, supermarkets and many other retailers selling soft drinks.

Differentiation with consumers - Over many years Coca-Cola has expanded its markets horizontally in country after country, until there is virtually no place on earth where people do not drink Coca-Cola.

Win the largest market share - Coca-Cola’s production techniques are so well developed that it costs a fraction of the selling price to manufacture their product, resulting in high profit margins.

Comparative advantage: NO One reason behind Coca Cola`s success in international

markets was due to its ability to understand and defend its positions.

The threat of substitutes is reduced by the expansion of products portfolio: - Many alternative beverages e.g. juice, tea

Different levels of bargaining power exist among the groups of buyers: - Vending Machine – no buyer bargaining power - Fast Food chain – more bargaining power

Thank you

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