Coca_Cola Mm Report

8/3/2019 Coca_Cola Mm Report

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REPORT ON MARKETING

COMMUNICATION PROGRAM

COMPANY: COCA COLA

COURSE: MARKETING MANAGEMENTPROJECT MANAGER: SHANAWAZ ADIL

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MARKETING MANAGEMENT

Mondays & Wednesdays010809057 & 010809080

< MARKETING COMMUNICATION PROGRAM >

Project Report

Project commenced on: Friday, 5 December 2008

Project deadline:Monday, 22 December2008

Project report submitted on:

Team Members:

1. NAVEED YOUSUF (1740)

2. ZUBIA JAVAID (2516)

3. MAHWISH SYED (2525)

4. SANA QAMAR (2560)

Submitted on behalf of teamno.10 > Received & Marked by:

NAVEED YOUSUF(1740) Shahnawaz Adil

Team Leader Project Manager

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Dr. John S. Pemberton

(Inventor of Coca-Cola)

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Chapter #1

Introduction

1.1 Marketing communication program:

Marketing communication are the means by which firms attempt to inform, persuadeand remind consumers directly or indirectly about 5the products and brandsthat they sell. Marketing communications allows companies to link there

brands to other people places events brands experiences feelings and things.

The reason for conducting this research is to know their communications throughthese platforms: advertising, sales promotion, events, public relations,

personal selling and direct marketing.

1.2: Motivation to our research:

According to our research we found that from the very beginning coca cola maintainsits level and image at peak even though crisis came due to entrance ofcompetitors they very immediately sustain there image. The reason whichmotivates us towards this research is that its one of the most popular brandand their strong marketing communication which leads them to success sincethe day it started up till now.

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CHAPTER #2

2.1 Background of coca cola

It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician andchemist Dr. John Stith Pemberton to rename and rewrite the formula for his

popular nerve tonic, stimulant and headache remedy, "Pemberton's FrenchWine Coca," sold at that time by most, if not all, of the city's druggists.

So when the new Coca-Cola debuted later that year--still possessing "the valuabletonic and nerve stimulant properties of the coca plant and cola nuts," yetsweetened with sugar instead of wine--Pemberton advertised it not only as a"delicious, exhilarating, refreshing and invigorating" soda-fountain beverage

but also as the ideal "temperance drink."

Coca Cola was first produced in Pakistan, in 1953, followed by Fanta in 1965, Spritein 1972, Diet Coke and Fanta Lemon in 2001.

In 1996, the beverage giant began its bottling plant acquisition by purchasing itsKarachi Bottling plant. Moving forward other bottling plants were acquiredincluding Hyderabad in 1997, Gujranwala/ Sialkot in 1998, Faisalabad in1999 and finally the Rahim Yar Khan, Multan and Lahore bottling plants in2000. It is not worthy that significant volume growth has been registered atall of these since their inception.

The second authorized bottling partnerKhattak group operates two plants namelyMakk Beverage Pvt Ltd and Sahi Beverage Pvt Ltd in Rawalpindi with 55and 63 distributors respectively. The general managers of these plants areMr. Zufiqar Hussain.

The company has thus far invested over $100 million in Pakistan. In the year 2000 theCoca Cola Company surged with the marketing activities to re-ignite its

beverage and brand identities.

The Coca Cola beverage are produced and sold in Pakistan by the companysauthorized two local bottling partners at 8 bottling plants.

In addition, sales and distribution center have been established in all major cities ofPakistan.

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There was a time where advertisers aimed at appealing to the main stream, middleclass family. Society making media strived to bring people closer together

by acting out concerns and connections that people ought to share in thelarger national community. For example, one of Coca Colas 1943

advertisements focused on the notion of the refreshing rest pause alsoknown as taking a break and drinking a coke. This message followed into the50s with slogans likeThirst too, seeks quality. These ads focused onuniversal ideas that everyone could relate to. Everyone gets thirsty andeveryone wants to take a break while working. Therefore, these ads were partof society making, where the message related to all and all related to themessage. Their strategy was to highlight the importance of the nuclearfamily, the neighborhood and the country as a whole. However, as our freemarket economy began to flourish, advertisements cluttered the mainstreamand made it impossible for an ad to reach its potential influence. Therefore,advertisers began to shift from a society making media to a segmentmaking media. Their aim is to package individuals or groups of people, inways that make them useful targets for the advertisers of certain products,through certain types of media.

2.2 Coke vs. Pepsi:

According to the Independent, researchers have proven that the difference betweenCoke and Pepsi really is all in your head. Apparently the popularity ofCoke's brand image causes people to think Coca-Cola itself tastes better,even though it really doesn't taste very different from Pepsi. As the articlesays: "When asked to taste blind, they showed no preference. However,when the participants were shown company logos before they drank, theCoke label, the more famous of the two, had a dramatic impact: three-quarters of the tasters declared they preferred Coke." We have longsuspected this. Personally we can't taste any difference between Coke andPepsi, "The findings suggest there is no scientific basis for claims madeduring the Pepsi ad campaign in which testers purportedly chose Pepsi overCoke when they were not told what they were drinking."

2.3 Competitive advantage

COCACOLA is becoming more focused on the key technologies that will drive thisindustry. They are directing there portfolio towards these key technologies.They also are treating patents as business assets and asking, "What is thevalue proposition for each filing." If there is little or no value to filing ormaintaining a patent they are re-directing those resources back towards thekey technologies.

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http://news.independent.co.uk/world/science_technology/story.jsp?story=572924http://news.independent.co.uk/world/science_technology/story.jsp?story=572924http://news.independent.co.uk/world/science_technology/story.jsp?story=572924http://news.independent.co.uk/world/science_technology/story.jsp?story=572924http://news.independent.co.uk/world/science_technology/story.jsp?story=572924


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It already does provide several advantages. First, the information mining capabilitiesare extremely helpful in identifying industry trends and companies that areon the front-end of the trends. It is also a good tool to prevent them from "re-inventing the wheel." Overall, the most significant advantage to the Internet

is that it allows us to make more informed portfolio management decisions.As the Internet continues to evolve, I believe that it will become the key toolfor practitioners in technology and patent management field.

2.4 Marketing Communications program in coca cola:

The disciples in the marketing communications include:

1.Advertising2.Sales promotions

3. DirectMarketing4.PublicRelations5.Personalselling

Advertising:The Company generally sells products directly to retail stores and outlets bytheir employees. Over the past few years, product creation has slowed down.

The company has stopped concentrating so much on creating so many newproducts, and has turned their concentration to attaining new franchises andadvertising. The acquisition of contracts with smaller franchises is importantin order to continue growing revenue. The advertising concentration has

become necessary as a defensive maneuver to deal with competitors.

In a market where the product, packaging, and tastes remain virtuallyindistinguishable and fairly constant, brand recognition becomes asignificant factor affecting Coke and Pepsis competitive position. Thediversity of advertising media provides a powerful and influential tool inattracting consumer brand awareness and loyalty. Coca-Colas brand image

has been so well established that it has become ingrained into andsynonymous with the culture.

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The advertisers of Coke successfully build its image by identifying its products withsocial values and attitudes. Such slogans as Coke Adds Life instilledexplicit and implicit meanings that try to associate purchasing a soft drink tosocial values of the time.

Coke is It! and New Coke

In early 1982, Coca-Cola launched a new ad campaign, "Coke Is It!" with anemphasis on the product's qualities of taste and refreshment. The direct,

positive statement "Coke Is It!" was meant to appeal to the forthright moodof Americans in the 1980s. "Coke Is It!" played on themes of previous adcampaigns, stressing the quality, the enjoyment, and especially theanticipation of drinking a Coca-Cola.

Ironically, the introduction of "new Coke" demonstrated in unexpected ways that afterninety-nine years, Coke had indeed become part of the tapestry of Americanlife. When The Coca-Cola Company introduced a new taste for Coke in

North America in 1985, television advertising helped launch it. The public,however, demanded the return of the traditional drink, so vehemently that thecompany was obliged to bring it backrenamed as "Coca-Cola classic."

THE OBJECTIVE OF COCA-COLAS ADVERTISEMENTS

Was to strategically position their product in peoples mind in order to maximize itsacceptance. This strategy would in some way or another have a correlation tothe changing social values of the period. Trying to keep step with eachgeneration and era has been an important factor in advertising for Coke. Itstrives not to be too far behind or too far ahead of its time; the product hasalways been positioned for what it was in any era". As social values changefrom each period so did Coca-Colas ad themes. For instance, Coca-Colafirst entered the market as a medicine and eventually into soft drinks their adslogans would center on the theme of healing: Coca-Cola revives andsustains, Satisfies the thirsty and helps the weary.

CHOOSING THE ADVERTISING MESSAGE:

Coca Cola go through two steps to develop a creative strategy:

MESSAGE GENEARTION

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By the 1960s TV and radio as well as the threatening force of Pepsi made Coca-Colas ad campaigns more intense. Coca-Colas advertising continued torevolve the products appeal to American life and culture. The companyscampaigns focused on targeting a broad consumer market with the slogan

Things Go Better with Coke. Coca-Cola was making the strongproclamation that it was available everywhere, to everyone at any time.

Coca-Colas confidence eroded in its dominance of the soft drink industry that itcame out with advertising slogans that recognized its competitors: NoWonder Coke Tastes the Best. While Cokes slogans have always centeredon the product, Pepsis advertisement emphasized the users of the product.

MESSAGE EXECUTION (emotional positioning)

Today, Coke is advertising aggressively more than ever. As summer approaches

Coke's theme attributed to its flagship brand will concentrate on authenticity,refreshment, and a unique taste. Pepsi, being the number two soft drink in theindustry, are introducing more aggressive advertising tactics than compare toCoke. For instance, Coke's commercial advertisements are more emotionallyheartwarming while Pepsi's commercials have recently featuring a 6 1/2-year-old girl demanding a Pepsi in a man's tone.

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REMINDER ADVERTISING:

As indistinguishable as the product itself, Cokes marketing strategies have been nodifferent. Relying on colorful images, lively words, beautiful people,

interesting bottle designs, and contagious jingles, Coke propelled itsrespective products into the American and international mainstream. Thechanging faces of Cokes management, however, facilitated the brand imageaccording to its own style and what it saw as an advantageous competitiveapproach. This style and approach is what makes Coca-Cola distinguishable.All these things are intended to remind people to purchase Coca Cola.

ADVERTISING MEDIA:

In Pakistan Cokes advertisement are made by Orient McCann Erickson. BasicallyCokes office was based in Lahore. Advertising is mostly done outdoor. Ithas been about 7-8 years since Coke has organized, and after 1999 Coke took

part in the two main mostly linked Ads, sports and music. In sportsadvertisements Coca Cola took part in the ground work that is duties

between the matches. In music Coca Cola was much more interested. Theysigned 2 major Music bands; the first being JUNOON which wasresponded very well by the consumers and than later on Abrar-ul-Haque Thisgot the attention of fans due to the emphasis on music it was like a triangle

between the public, music and stars.

Rite now their ads are selected from the foreign and neigbour countries.

Pepsi was annoyed for they were on the back foot due to limited advertising.

1999 was the first time in which local level got inspired by the international level.Coke attached the young blood and it has also been tradition and modernity.

Coca Cola has once a year TV/ print Promotion they have standard promotions like inCrowns which gets consumers

A trip to the wonders of the world

Modern bikes

And many other gifts hampers.

Outdoor: Coca Cola work a lot in outdoor signs like billboards, they haveinaugurators and with the help of local administration they arrange MusicShows with press coverage.

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THEMATIC MARKETING

Brand Activation (Sprite and Fanta) Coca Cola take vans to the colleges/ schools andwith the help of the administration students enjoy music get a chance to havesome fun with Coke.

EMPERICAL MARKETING

Coca Cola have below the line activities like at Traffic lights- they offered disposablebottles for just Rs.5; this was introduced as GO RED---FOR COKE, GOGREEN---WITH SPRITE.

In the year 2000 in Lahore the LHA signed an agreement with Coke and in February2000 (Basant time) organized a Mela. The venue was the Race Courseground Lahore, the place was beautifully decorated with vertical banners andlights. And a part from the Mela there were fireworks and Music for fiveconsecutive days. The Mela was widely attended by the locals and it boostedeveryone. This was done again in 2001 but at a consolidatory level. In 2002

Pepsi also signed an agreement with LHA.

District South of Karachi became the next target for Coca Cola advertising team, theystarted restaurants activation. They picked about 120 restaurants for productsampling the restaurants were decorated beautifully. There were couponswith good prizes such as (bikes). Pepsi did not festival at all in restaurantsthere was a festival called KARWAN-E-KARACHI sponsored at Mass level

by the Coca Cola. It was voluntarily by a lady Yasmeen Larri.

They went in busy areas and held Music tableaus for children. They started in March2001 till September just for awareness of the local market. They also went to

the Quaids Mazaar, the Governor of Sindh was also there. The festival wasrun at a mass level over all it was calculated and strategic and it was tough.

Coca Cola Company should pay more attention towards magazines advertisement andafter this thinking they apply this too in order to attract through all means

possible.

ADVERTISING COST (INTERNATIONALLY)

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The Coca-Cola Company expenses production costs of print, radio and televisionadvertisements take place. These amounts reflect the total worldwideamounts they spent on print, radio and television advertising. Advertisingexpenses included in selling, administrative and general expenses were:

2002: $ 1,970 million ($ 1 billion, 970 billion)

2. Public relations:

In Pakistan, as everywhere Coca Cola does business, we strive to be trusted partnersand model citizens. We are committed to operating around the world with aconsistent set of values that represent the highest standards of integrity andexcellence- values that are reflected in all of our relationships: in theworkplace, the market place, the environment and the community.

WORKPLACE

We strive to foster an inclusive environment that encourages all employees to developand perform to their fullest potential.

In Pakistan, Coca Cola initiated a voluntary Hajj Scheme amongst its employees, inwhich one employee from each of the plants is chosen through a draw to goon the Hole Pilgrimage at the companys expense.

MARKET PLACE

We are committed to the highest ethical standards, the highest quality of our products,superb customer service, and respect for the unique and cultures where wedo business.

COMMUNITY

The company contribute our time, expertise and resources to help develop sustainable,communities and to improve the quality of life everywhere.

Coca cola do business, because they recognize that the future of our business dependson strong, vibrant communities.

.RENOVATION OF DAYAL SINGH MANSION

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Thanks to donation by Coca Cola, the famous Dayal Singh Mansion, one of the mostprominent historic buildings in Lahore, was restored in June 2001. CocaCola was the first Company to participate in Lahores renovation programand its intervention has helped restore a beautiful building to its former

glory.

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DROUGHT RELIEF

In 2000, the number of people affected by the drought in the province of Sindh andBalochistan in Eastern Pakistan reached over 1.2 million. Coca Cola went

their extra mile to stir up awareness and collect money for aid purposes, bygiving a portion of its proceeds from sales. The Campaigns focus: An appealfrom Coca Cola to its consumers, to go, out and quench their thirst, as every

bottle sold would only save lives in Balochistan.

A secondary phase saw Coca Cola congratulating is loyal consumers for keeping theflame of life burning by making the campaign a success.

The Chief Executive Drought Relief Fund hence, received a check for the amount of$50,000 from Coca Cola.

The Coca-Cola Company and UPromise Help Families Save for Children's

College Education

The Coca-Cola Company and UPromise Inc., an Internet-based collegesavings network, are partners in a program that helps parents and extendedfamily networks save for their children's college education.

Our company has a long tradition of caring for and helping people incommunities across the country. Our partnership with UPromise enables usto reach millions of families and to help three generations -- kids, parents andgrandparents -- save for college.

UPromise is a revolutionary savings network focused on fundamentallyaltering the affordability of and access to college for America's families. In

partnership with the country's most trusted brands, UPromise helps make iteasier for parents and their extended family network to save for theirchildren's college education.

As part of the Upromise coalition, our company contributes three percent ofa family's purchase to their Upromise account at no cost to them every timethey buy any Coca-Cola product at participating retailers. The funds aremanaged by a leading financial institution and grow tax free until withdrawnfor college.

Grandparents, aunts, uncles, and friends can also contribute to a child'saccount by simply registering themselves and electing to save for the futurestudent they wish to support.

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Upromise also helps families open tax-advantaged 529 college savingsaccounts into which their Upromise funds are funneled to join with their owndirect investments.

Launched in April 2001, Upromise already has more than two and a halfmillion members enrolled, making it one of the fastest-growing non-governmental sources of college funding in America.

With the recent addition of grocery stores to the Upromise service, familiescan now save for college through the everyday convenience of groceryshopping.

3. Sales promotion:

Sales promotions consists of a diverse collection of incentive tools, mostly shortterm, designed to stimulate quicker or greater purchase of particular productsor services by consumers or trade.

NUMBER OF KEY ACCOUNTS

The company at present has about 25 key accounts. Some of these are given below:

PIA

Sheraton

Pearl Continental

Avari Towers

Regent Plaza

Cantt. Railway station

City Railway station

Karachi Gymkhana

Creek Club

Kentucky Fried chicken.

Previously about two to three years back the company had about 125 key accounts inthe city. But later on most of these key accounts were made exclusive dealersand merged in five direct zones previously mentioned.

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TEN COMMON SERVICES OFFERED TO KEY ACCOUNTS

The company offers some attractive and convenience ridden services or benefits to itskey accounts, some of these are as follows;

Sign Boards

Visi Coolers

Extra Discounts

Credit facility

Prompt and regular Delivery

Free empty Bottles

Free gifts ( T-shirts, Caps, Key Chains etc. )

Free maintenance of Coolers and other company Assets. )

Free replacement of leaked or broken bottles )

Prompt complaint handling

4. Direct marketing:

Coca cola company uses mail, telephone, fax, email, internet to communicate directlywith customers and prospects .Coca Cola Company uses 3 different ways ofdistribution.

Direct distribution

Indirect distribution

Intermediaries

Direct distribution 67% of the companys total distribution is done by directdistribution that is company uses its own transport and reach the retailers and the

retailers sell them at the actual suggested price by the company.

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Indirect distribution 17% of the indirect distribution is done by the wholesalerwhose final consumers are their own customers and there is no fix territory in thewhole seller.

Marketing intermediaries The final and third way of distribution which Coca ColaCompany has adopted is marketing intermediaries through like McDonalds-sell

products of Coca Cola to their customers and promotes their name as well.

Arrangements for Institutional sales Institutional sales are covered by the keyaccounts manager. These institutes are given some extra benefits and very goodservice but the company does not provide any customized product to these keyinstitutes other than the fountain fresh. Company differentiates it on the basis ofservice from the ordinary accounts.

Names and Addresses of the agencie

There are 15 agencies which have dealings with the Coca Cola in Karachi. Some ofthese areMoghul Agency, Azam Basti

National Agency, Quaid abad pulFive Star Agency, Kala BoardAli Hasan Agency, Korangi SouthSiyal agency, Baldiya townUsman Agency, Metropole

Nasir Ayaz Agency, Quaid abad

Shiraz Agency, Landhi

5. Personal Selling:

Coca cola personal selling occurs where an individual salesperson sells a product,service or solution to a client. Salespeople match the benefits of their offering to thespecific needs of a client. Today, personal selling involves the development oflongstanding client relationships.There are exceptions of course, but most personal selling takes place in this way.Personal selling involves a selling process that is summarized in the following Five

Stage Personal Selling Process. The five stages are

1. Prospecting.2. Making first contact.3. The sales call.4. Objection handling.5. Closing the sale.

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Chapter #3

3.1 AIM OF RESEARCH

Our aim is to study the marketing communication system or program as well as howthey attract towards their product.

3.2Main research question:

Q1. How marketing communication program takes place in coca cola?

Q2. Why coca cola is the most popular other than competitors?

Other questions

Q3. Why advertising campaign attracts their customers for coca cola?

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Chapter #4

Research findings:

We found that Coca Cola Company is the worlds popular brand and their marketingcommunication program is very strong. The reason is that they emphasize onadvertising campaigns their and powerful sales promotion activities.

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Chapter#5

Recommendations

Altogether, a consistent change to the businesss marketing approach is needed tokeep up to date with the rest of the world and its values and beliefs, allowingthe buyers to become more attached to the product and hence customer basecontinues to grow.

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Chapter #6

Conclusion

The Coca-Cola Company is the world's largest beverage company. Along with Coca-Cola, recognized as the world's most valuable brand, the Company marketsfour of the world's top five nonalcoholic sparkling brands, including DietCoke, Fanta and Sprite, and a wide range of other beverages, includingdiet and light beverages, waters, juices and juice drinks, teas, coffees, energyand sports drinks. Through the world's largest beverage distribution system,consumers in more than 200 countries enjoy the Company's beverages at arate of 1.5 billion servings each day.

Although Coca-Cola can seemingly gain a great deal from a standardized agenda, its

decision to combine global and local resources is ultimately more long-standing in a market where national customer differences are influential.Coca-Cola has gone through three distinctive approaches throughout its

businesss history of operation the production, sales and marketingapproach. It is believed that the marketing approach is proven the mostsuccessful in terms of the level of sales and profits that the company hasmade during the past decades, and has created a whole new image for thenew target market (the teen market) that they want to embrace along withtheir old target audience.

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REFERENCES

http://www.museumofhoaxes.com/hoax/weblog/comments/1448/P120/

http://www.thecoca-colacompany.com/investors/form_10K_2007.html

http://en.wikipedia.org/wiki/Coca-Cola_slogans

www.google.com

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http://www.museumofhoaxes.com/hoax/weblog/comments/1448/P120/http://www.thecoca-colacompany.com/investors/form_10K_2007.htmlhttp://en.wikipedia.org/wiki/Coca-Cola_sloganshttp://www.google.com/http://www.museumofhoaxes.com/hoax/weblog/comments/1448/P120/http://www.thecoca-colacompany.com/investors/form_10K_2007.htmlhttp://en.wikipedia.org/wiki/Coca-Cola_sloganshttp://www.google.com/


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APPENDIX

Time line

1886 Drink Coca-Cola a Coke

1904 Delicious and Refreshing

1905 Coca-Cola Revives and Sustains

1906 The Great National Temperance

1917 Three Million a Day

1922 Thirst knows no season

1925 Six million a day

1927 Around the corner from everywhere a

1929 The pause that refreshes

1932 Ice-cold sunshine

1938 The best friend thirst ever had

1939 Coca-Cola goes along

1942 Wherever you are, whatever you do, wherever you may be, when you thinkrefreshment, think ice-cold Coca-Cola

1943 The only thing like Coca-Cola is Coca-Cola itself. It's the real thing

1948 Where there's Coke there's hospitality

1952 What you want is Coke

1956 Coca-Cola...making good things taste better

1957 Sign of good taste

1958 The cold, crisp taste of Coke

1963 Things go better with Coke

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1970 It's the real thing

1971 I'd like to buy the world

1975 Look up America

1976 Coke adds life

1979 Have a Coke and smile

1982 Coke is it!

1985 We've got a Taste for You (Coca-Cola and Coca-Cola classic) America's RealChoice

1986 Catch the wave (Coca-Cola) Red White & You (Coca-Cola classic)

1989 Can't Beat the Feeling

1949 Coca-Cola...along the highway to anywhere

1990 Can't Beat the Real Thing

1993 Always Coca-Cola

2000 Enjoy.

2001 Life tastes Good.

2003 Real. (US & Canada only)2003 Make It Real. (UK & Republic of Ireland only)

2003 As It Should Be. (Australia & New Zealand only)

2006 The Coke Side of Life.

2008 Live on the Coke side of Life

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The Coca cola

income statement

ar Ended December 31, 2007 2006 2005

millions except per share data)

ET OPERATING REVENUES $ 28,857 $ 24,088 $ 23,104

st of goods sold 10,406 8,164 8,195ROSS PROFIT 18,451 15,924 14,909

lling, general and administrativepenses

10,945 9,431 8,739

her operating charges 254 185 85

PERATING INCOME 7,252 6,308 6,085

erest income 236 193 235

erest expense 456 220 240

uity incomenet 668 102 680

her income (loss)net 173 195 (93)

ins on issuances of stock by equityethod investees

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COME BEFORE INCOME

AXES

7,873 6,578 6,690

come taxes 1,892 1,498 1,818

ET INCOME $ 5,981 $ 5,080 $ 4,872

ASIC NET INCOME PER SHARE $ 2.59 $ 2.16 $ 2.04

LUTED NET INCOME PER

HARE

$ 2.57 $ 2.16 $ 2.04

VERAGE SHARES

UTSTANDING

2,313 2,348 2,392

fect of dilutive securities 18 2 1

VERAGE SHARES

UTSTANDING ASSUMINGLUTION

2,331 2,350 2,393

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The coca colabalance sheet

December 31, 2007

(In millions except par value)

ASSETS

CURRENT ASSETS

Cash and cash equivalents $ 4,093 $ 2,440

Marketable securities 215 150

Trade accounts receivable, less allowances of $56

and $63, respectively

3,317 2,587

Inventories 2,220 1,641

Prepaid expenses and other assets 2,260 1,623

TOTAL CURRENT ASSETS 12,105 8,441

INVESTMENTS

Equity method investments:

Coca-Cola Enterprises Inc. 1,637 1,312

Coca-Cola Hellenic Bottling Company S.A. 1,549 1,251

Coca-Cola FEMSA, S.A.B. de C.V. 996 835

Coca-Cola Amatil Limited 806 817

Other, principally bottling companies and jointventures

2,301 2,095

Cost method investments, principally bottlingcompanies

488 473

TOTAL INVESTMENTS 7,777 6,783

OTHER ASSETS 2,675 2,701

PROPERTY, PLANT AND EQUIPMENT

net

8,493 6,903

TRADEMARKS WITH INDEFINITE LIVES 5,153 2,045

GOODWILL 4,256 1,403

OTHER INTANGIBLE ASSETS 2,810 1,687

TOTAL ASSETS $ 43,269 $ 29,963

LIABILITIES AND SHAREOWNERS EQUITY

CURRENT LIABILITIES

Accounts payable and accrued expenses $ 6,915 $ 5,055

Loans and notes payable 5,919 3,235

Current maturities of long-term debt 133 33

Accrued income taxes 258 567

TOTAL CURRENT LIABILITIES 13,225 8,890

LONG-TERM DEBT 3,277 1,314

OTHER LIABILITIES 3,133 2,231

DEFERRED INCOME TAXES 1,890 608

SHAREOWNERS EQUITY

Common stock, $0.25 par value; Authorized5,600 shares; Issued3,519 and 3,511 shares,

respectively

880 878

Capital surplus 7,378 5,983

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Reinvested earnings 36,235 33,468

Accumulated other comprehensive income (loss) 626 (1,291)

Treasury stock, at cost1,201 and 1,193 shares,respectively

(23,375) (22,118)

TOTAL SHAREOWNERS EQUITY 21,744 16,920TOTAL LIABILITIES AND

SHAREOWNERS EQUITY

$ 43,269 $ 29,963

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cember 31,2007 2006

millions except par value)

SSETS

URRENT ASSETS

ash and cash equivalents $ 4,093 $ 2,440arketable securities 215 150

ade accounts receivable, less allowances of $56d $63, respectively

3,317 2,587

ventories 2,220 1,641

epaid expenses and other assets 2,260 1,623

OTAL CURRENT ASSETS 12,105 8,441

NVESTMENTS

quity method investments:

oca-Cola Enterprises Inc. 1,637 1,312

oca-Cola Hellenic Bottling Company S.A. 1,549 1,251

oca-Cola FEMSA, S.A.B. de C.V. 996 835oca-Cola Amatil Limited 806 817

ther, principally bottling companies and jointntures

2,301 2,095

ost method investments, principally bottlingmpanies

488 473

OTAL INVESTMENTS 7,777 6,783

THER ASSETS 2,675 2,701

ROPERTY, PLANT AND EQUIPMENT

et

8,493 6,903

RADEMARKS WITH INDEFINITE LIVES 5,153 2,045

OODWILL 4,256 1,403

THER INTANGIBLE ASSETS 2,810 1,687OTAL ASSETS $ 43,269 $ 29,963

IABILITIES AND SHAREOWNERS EQUITY

URRENT LIABILITIES

ccounts payable and accrued expenses $ 6,915 $ 5,055

oans and notes payable 5,919 3,235

urrent maturities of long-term debt 133 33

ccrued income taxes 258 567

OTAL CURRENT LIABILITIES 13,225 8,890

ONG-TERM DEBT 3,277 1,314

THER LIABILITIES 3,133 2,231

EFERRED INCOME TAXES 1,890 608HAREOWNERS EQUITY

ommon stock, $0.25 par value; Authorized600 shares; Issued3,519 and 3,511 shares,spectively

880 878

apital surplus 7,378 5,983

einvested earnings 36,235 33,468

ccumulated other comprehensive income (loss) 626 (1,291)

easury stock, at cost1,201 and 1,193 shares,spectively

(23,375) (22,118)

OTAL SHAREOWNERS EQUITY 21,744 16,920

OTAL LIABILITIES AND

HAREOWNERS EQUITY

$ 43,269 $ 29,963

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Objectives and mission

We exist to create value for our share owners on a long-term basis by building a

business that enhances The Coca-Cola Companys trademarks. This also is ourultimate commitment.

As the worlds largest beverage company, we refresh that world. They do this bydeveloping superior soft drinks, both carbonated and noncarbonated, and profitablenonalcoholic beverage systems that create value for their Company,their bottling partners,their customers, thier shareowners and the communities in which they do business.

In creating value, they succeed or fail based on our ability to perform as worthy stewardsof several key assets:

Coca-Cola the worlds most recognized trademark, and other highly valuable trademarks.

The worlds most effective and pervasive distribution system. Satisfied customers, whomake a good profit selling our products.

Our strong global leadership in the beverage industry in particular and in the businessworld in general.

Our people, who are ultimately responsible for building this enterprise, our abundantresources, which must be intelligently allocated.

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ABSTRACT

We analyze the company of coca cola for marketing communication program. In thisreport we found that coca colas advertising campaigns are very strong as well as theyalso emphasizes on sales promotion activities, public relations and direct marketing

Coca-Cola, however, also aims to create an image about the product. In this case theywant it to be a social drink, one that you would have when having a good time. Sowhen we go and buy Coca-Cola, we are not only relieving thirst but taking on an

image and an idea. "We are going to a party ' we have to get Coca-Cola". Throughpromotion people now have the idea that it's only cool to drink Coca-Cola, and to beseen with anything else is cheap. One of their advertising campaigns highlighted the

point of enjoying Coca-Cola, thus displaying how the product is not just aboutsatisfying thirst, but also you need to enjoy drinking it. And through promotionsCoca-Cola aims to create attractiveness for this. Some of their advertisements show

beach scenes, which allow the viewer to relate Coca-Cola and fun together. They haveimmense advertisement schemes, always creating new ideas and flooding the TV withCoca-Cola, mostly enhancing their image of being socially accepted and fun.

Coca-Cola uses the "pull strategy" in their promotion. That is, they promote to the

consumers to create the want for their product which in turn creates a demand on theretailers and then back to them.Coca-Cola sponsors a lot of events including sportsand recreational activities. All these are used to create awareness of the product. Theyalso use competitions, such as check under the lid for an instant prize, to encourageconsumers to buy their product over the competition's products. Coca-Cola

promotions then create knowledge and liking about the product through campaignsthat show that it has the best taste, is the most popular and is the one of the future,whilst appealing to a large range of audiences. Coca-Cola products would appear, onthe shelf, to have the most expensive range of soft drinks common to supermarkets, atalmost double the cost of no name brands. Coca-Cola is shown to be a more outgoingand group orientated image.

Table of Contents

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AbstractChapter 1: Introduction

1.1 Marketing communication program

1.2 Motivation to the research

Chapter 2:

2.1 Background of coca cola2.2 Coke vs. Pepsi2.3 Competitive advantage2.4 Marketing Communications program in coca cola

Chapter 3: Research Methodology

3.1 Aim of the research3.2 Main research question

Chapter 4: Research Findings

Chapter 5: RecommendationsChapter 6: Conclusion

References

Appendix A: objectives, organizational timeline, mission statement, annual reports.

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Coca_Cola Mm Report

Documents

Transcript of Coca_Cola Mm Report