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Presentation
on
Marketing Strategy of
Coca-Cola Inc.
Group C
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Headquartered in Atlanta, Georgia
Introduced in 1886 originated as a soda fountain beverage in
1886 selling for five cents a glass
400 brands delivered to nearly 200 countries worldwide. .
occupies 80% market share worldwide.
recognised by 94% of the worlds population and is the most
widely recognised word after OK. more than 500 brands available around the world and more
than 1200 bottling plants around the world.
Its the real thing.
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everyone on Earth drank Coca-Cola as their
preferred beverage.
-Robert W. WoodruffFormer CEO and Chairman of Board
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To gain new customers, printedcoupons offering free first tastes of theCoca Cola Drinks.
To build brand recognition, he gave
clocks ,calendars and weighing scaleswith the coca cola logo to pharmacistwho sold the drink.
first advertisement appeared in 1895,
featuring the young Bostonian actressHilda Clark as its spokeswoman.
Used slogans to promote.
real taste, uplifting refreshment
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Drink
Ice Cold
Early growth was impressive, but it was only when a
strong bottling system developed that Coca-Cola
became the world-famous brand it is today.
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majority of Americans say they ignore Internet advertising
the most, compared to television, radio and newspaper ads.
according to research.
Diverted money toward more experimental activities. Eg-Coke
Red Lounge Gathering.
Sponsoring various sport events .
Olympic sponsor in 1928 and ever since.
Id like to teach world to sing.
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Coke is it
Going Global
establish bottling operations outside the U.S.
The actual production and distribution of
Coca-Cola follows a franchising model. Consolidation to serve global customers.
New brands were introduced.
Packaging innovations
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Localization
Used different ad agencies in different in each country.
Used stars, sports heroes and popular singers of region.
Independent bottlers are allowed to sweeten the drinkaccording to local tastes.
Famous spencerian script logo is rendered in different
ways in different locales.
The pause that refreshes
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I'd like to buy the world a Coke
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In mass media
Coca-Cola has been prominently featured in countless films
and television programs. It was a major plot element in films
such as One, Two, Three, The Coca-Cola Kid, and The Gods
Must Be Crazy. It provides a setting for comical corporate
shenanigans in the novel Syrup by Maxx Barry. And in music,
in the Beatles' song, "Come Together", the lyrics said, "He
shoot Coca-Cola, he say...".
Coke means Coca-Cola
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Local Competitors
In Slovenia, Cockta
In Turkey, cola turka
In Israel, RC Cola
In Sweden, Julmust
In Iran and many middle east Zam Zam Cola and ParsiCola
in Madagascar, Classiko Cola, made by Tiko Group
brand Mecca Cola and British brand Qibla Cola in
middle east Pepsi-Cola, and local drink Thums Up in india (coke
purchased thums up in 1993
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Competitors
PepsiCo (PEP),
Dr Pepper Snapple Group (DPS) National Beverage Corp (FIZZ)
Hansen Natural Corporation (HANS)
Cott Corporation
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Today Coca Cola stands as market leader on
international basis.
EPS $0.64/share in 2009
Revenues were $7.1 billion in 2009
2008 earnings were $3.15/share
Chiso bhaneko Coca Cola
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Lets get surprised with COKE fact
There are nearly 10,450 soft drinks from The Coca-Cola Company
consumed every second of every day. Although Coca-Cola is enjoyed ice-cold around the world, in HongKong it is sometimes served hotas a remedy for colds!
The type of print used for the logo is called SpencerianScript.
Coca-Cola first came to Asia after the turn of the century when it
was introduced in the Philippines. Local bottling operations begansoon after in both the Philippines and China.
If all the Coca-Cola ever produced was flowing over Niagara Falls at
its normal rate of 1.5 million gallons per second instead of water, thefalls would flow for 38 hours and 46 minutes!
Coca-Cola is available in nearly 200 countries around the world andis asked for in more than 80 languages.
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