...Marketing Research | 13BMKT17H | Marketing Research | Module Leaders: Dr Aida Nakhla Ms Ahella El Saban Module Leaders: Dr Aida Nakhla Ms Ahella El Saban Table of Contents Introduction……………………………………………………………………… Section 1: Problem Recognition………………………………………….. 1.1-Problem Recognition…………………………………………………………… 1.2- New Coke Problem Recognition……………………………….……….. 1.3- Critical Analysis on New Coke…………………………………………… Section 2: Know the Approach……………………………………………….. 2.1- Research Approach…………………………………………………………… 2.2-New Coke Research Approach…………………………………………… 2.3- Critical Analysis on New Coke…………………………………………… Section 3: Research Design and Formulation………………………….. 3.1- Research Design and Formulation……………………………………... 3.2- New Coke Research Design………………………….………………….... 3.3- Critical Analysis on New Coke…………………………………………….. Section 4: Data Collection………………………………………………………. 4.1- Data Collection…….……………………………………………………………. 4.2- New Coke Data Collection..……………………………………………….. 4.3- Critical Analysis on New Coke…………………………………………….. Section 5: Analysis of Data……………………….………………………………. 5.1- Analysis of Data………………………………………………………………… 5.2- New Coke Analysis of Data………………..………………………………….. 5.3- Critical Analysis on New Coke………….…………………………………….. Bibliography………………………….………………………………………..……. Introduction The birth of Coca Cola all started out in 1889, when original founder of the formula John Pemberton had developed the first version of Coca Cola from Coca leaves...
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...BACKGROUND Coca-Cola was invented by Doctor John Pemberton who was a pharmacist from Atlanta, Georgia. He developed Coca-Cola in a three legged brass kettle in his backyard. His bookkeeper, Frank Robinson, suggested the name “Coca-Cola” and with his excellent penmanship, he developed the logo of the company, which is still used today on the sides of the cans and bottles of Coca-Cola. Initially, the soft drink was sold to the public at a pharmacy/soda fountain shop in Atlanta, Georgia and it made its debut on May 8th, 1886. It was first sold as a medicinal tonic and actually contained extracts of cocaine and kola nut which has a high level of caffeine in it. Ironically, in the first year of its existence, on an average about nine servings of the soft drink were sold each day and sales for that first year added up to a total of about $50.00. Expenses totaled approximately $70.00. Therefore the company actually lost money its first year. In 1887, another pharmacist and businessman, Asa Candler, bought the Coca-Cola formula from John Pemberton for $2,300. In between years 1890-1900, aggressive marketing and advertising Coca-Cola’s sales rose to over 4000%. Over the years, the Coca-Cola Company became a globally recognized power company whose logo has been ranked number 1 as the most globally recognized logo in the world for the past eleven years. Just this past month, it fell to number 3 and Apple took over their number one role. ...
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...pie? If your answer was Coca Cola than you are right! The Coca-Cola brand is known to be one of the most famous trademarks and a symbol for America’s golden years. What started out as just “inspired curiosity” has now grown to be the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. This product has been advertised for more than 100 years now and has vastly grown to be prominent in pop culture. Coca- Cola was invented by John Pembertan, a pharmacist in Atlanta, Georgia, on May 8, 1886 and was originally intended for a patent medicine. In his backyard, he created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water and was told it was “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca‑Cola” as well as designing the trademarked, distinct cursive logo, still used today. On May 29, 1886 the very first ad appeared in the Atlanta Journal: Coca-Cola. Delicious! Refreshing! Exhilarating! Invigorating! The New and Popular Soda Fountain Drink, containing the properties of the wonderful Coca plant and the famous Cola nuts. Shortly after this ad Pembertan passed away and the sales fell through. Robinson didn’t want this business to fail due to its potential so he created another advertisement telling people they didn’t know what they were missing. After the Coca Cola trademark had been planted...
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...Introduction The Coca-Cola Company Limited is the world's largest beverage company and is the leading producer and marketer of soft drinks. Due to the facing of highly competition in the market, the Company used more than million dollars in the R& D, marketing and production, in order to design a new product to gain a higher margin. This report is mainly focusing on how Coca-Cola Company Limited uses strategies in order to competitive in the mature market. Firstly, the issues of the Company will be identified, and then SWOT analysis of the company will be conducted. After that, evaluation of alternative strategies will be stated and finally recommendations and implementation will be given. Background Coca-Cola Company Limited is the world largest offerer of non-alcoholic beverages and the most valuable firm in the world. They owned over 300 brands in over 200 countries and serving carbonated soft drink and non-carbonated beverages such as fruit juice, fruit drink, sports drinks, coffees and bottled water. Coca-Cola Co. is operating in their existing brands, and also develops new global and local brands and acquisition of the global or local brands. In 2002, the company has launched new brand product including Diet Lemon Coke, Vanilla Coke and large varieties of fruit taste Fanta including lime, grape, strawberry and passion fruit in Australia. The company has also acquired many new international water brands such as Danone Waters, Sparklettes, Alhambra and Evian brands...
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...1. The Coca-Cola’s history and reputation 2. Products of Coca-Cola 2.1 Brief introduction of Coca-Cola’s main products’ history and trend 2.2 Current situation of Coca-Cola’s products 2.3 The future of Coca-Cola’s products 3. Coca-Cola’s philosophy and marketing strategies 3.1 Coca-Cola’s Operating philosophy 3.2 Coca-Cola’s international strategy for globalization 4. Financial Statement Analysis 4.1 Liquidity and solvency 4.2 Profitability and valuation 5. Assessment and Conclusion 5.1 Different assessments of team members 5.2 Conclusion The reason why we choose Coca-Cola as our industy report’s company is that it is not only the most competitive company in beverage industry,but also has a simple product structure which is not very difficult to make clear.Furthermore,all of our teammate like to drink coke.So,we think that Coca-Cola is our best choice. next step : 1) Our group will find out adequate resources to describe the company more clearily. 2) Members will mainly focus on their parts to give their assessments of the company 3) Members will discuss the company together and find out some aspects in common,and then draw the conclusion Resources Holleran, J. (1999). Strength through sense: 1999 company of the year: Coca-cola enterprises inc. Beverage Industry, 90(1), 16-18. Retrieved from http://search.proquest.com/docview/196490163?accountid=9744 Moxley, Melody A.(2002). Coca-Cola: The History of an American Icon. School Library Journal 48(9)...
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...Financial Research Report: The Coca - Cola Company FIN 534 – Assignment #1 07 December 2014 Coca Cola Introduction: Coca Cola Company is an American, multinational company that is infamous for its beverage products. The company is commonly referred to as coca cola. Invented and patented in 1886 and 1887, respectively, by an American pharmacist named John Pemberton. Pemberton sold the company in 1889 to Griggs Candler who incorporated it in 1892. For more than 70 years, coca cola had been the sole beverage of the company. Although international expansion was tested in 1928, expansion of the company in the United States did not start until late 1955 (World of Coca-Cola, 2014). This expansion into other beverage flavors as well as diet and caffeine free choices has allowed the company to become a market leader in the beverage industry. The Company has found success in appealing to the needs and desires of a broad consumer base. Their customers derive from various backgrounds, lifestyles, demographics and age ranges. Currently, the Coca Cola brand expands in the integrated form of more than 500 brands of beverages across more than 200 nations worldwide. As markets changed and competition grew, Coca Cola decided to introduce Diet Coke and later followed with several others to include, but not limited to, Coca-Cola Zero, Coca-Cola Cherry, Sprite, and Schweppes. As of today, it is estimated that the Coca Cola Corporation has more than 3500 beverages spread across a...
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...company to research on.Being military, I thought seriously about researching more about the defense contractors that serve our mission.Upon further thought, I realized defense contractors would be a poor choice since their marketing tactics would behard to research. I then got the recent Fortune magazine to research the Fortune 500. Walmart, ranked number one;may have been a good choice since my husband claims we should own stock with how much I shop there.However, I decided on number 92 on the Fortune 500, the Coca-Cola Company. "The Coca-Cola Company marketsfour of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. " happento drink a lot of DietCoke. The company leads the soft drink industry with a 50 percent market share. For the purpose of thisassignment, I will discuss the Coca-Cola Company's competition and the how the Coca-Cola Company's marketingimpacts the company's financial objectives. But first, I will present the Coca-Cola's Company's mission.The Coca-Cola PromiseThe Coca-Cola Company's mission, also known as the Coca-Cola Promise is to "benefit and refresh everyone ittouches "and to "When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurtureand protect our brands, particularly Coca-Cola. " This blue chip company has remained a leading competitor in thesoft drink industry for 115 years because of its unwavering devotion to the Coca-Cola Promise. Except for that onetime, in 1985, when Coca-Cola imprudently...
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...Assignment Marketing Plan On (Product Coca-Cola) Prepared by Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : 0000000 Group- Leo Marketing Management Sec-1 Submitted to Mr. Rumman Hassan Lecturer School of Business Independent University, Bangladesh 25th April, 2006 25 April, 2006 Mr. Rumman Hassan Course Instructor Marketing Management School of business IUB, Dhaka-1212 Sub: Letter of transmittal Dear Sir, It’s our great pleasure to submit you this report on Market plan of Coca-cola. We have got a great experience while working on this report. We would like to leave this report to your kind consideration for any unintentional mistake that may accuser while doing this report. We are always at your service if you want to ask us any thing about this report and it will be a great pleasure to work with you again in future. Sincerely yours Md. Mosaddek Hossen Id # 0220012 Tanima Trina Id#0220063 Sohel Mahmud Id # 0220013 Sabrina Chawdhury Id # : Group- Leo Table of Contents Page number Acknowledgement --------------------------------------------------------------------- 5 Executive Summary ------------------------------------------------------------------- 6 Introduction ---------------------------------------------------------------------------- 7 Beginning of the project -------------------------------------------------------- 7 Preface -------------------------...
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...the United Kingdom that funds research, education, care and awareness campaigns aimed to prevent heart diseases in humans. The Charity was founded in 1961 by a group of medical professionals who were concerned about the increasing death rate from cardiovascular disease. It is a major funder and authority in cardiovascular research, education and care, and relies predominantly on voluntary donations to meet its aims. In order to increase income and maximise the impact of its work, it also works with other organisations to combat premature death and disability from cardiovascular disease. ` Economic factors which effect Coca Cola There will be a few different things that will affect Coca Cola. One off the things that will be an Economic factor is the interest rates the Bank of England will set. Interest rates will determine how much money customers will have to spend and whether they will buy coca cola more or less than they where before. Another factor what will affect Coca Cola will be the exchange rates. Exchange rates will affect the company because they will have to keep up to date with the changes with the currencies in each country and compare the prices in each to make sure they sell for the right price. Another factor is the inflation rates which Coca cola will have to deal with. Inflation rates are to calculate real interest rates as well as real increases in wages, and official measurements of this rate act as input variables to COLA adjustments and Inflation derivatives...
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...Coca Cola’s Marketing Challenges in Brazil: The Tubaínas War Case Analysis I. Summary The case study deals with Coca Cola’s attempt to pursue different strategies in order to stand up to the strong growth of the so called tubaínas. Tubaínas is defined as the numerous brands of inexpensive, carbonated and sweet beverages which are manufactured and distributed locally throughout Brazil by hundreds of small companies. Due to the significant growth of the tubaínas in Brazil, Coca Cola intended to find a way to impede and even defeat the steady increase, to sustain their performance and strength. II. / III. Statement of the problem / Causes of the problem One of the biggest problems Coca Cola faced was its declining market share in 1999 which dropped to 48%. It became evident that Brazil seemed to be a challenging market for Coca Cola concerning sales, market share and profitability despite the existing high brand awareness all over the world. The decline was the result from the rising social class C which included typical workers in the lower middle class and accounted for around 28% of total national consumption of soft drinks. The outcome of a market study conducted by Boston Consulting Group showed that brand awareness was the least significant factor in the beverage purchase decision of Class C. However lower-priced products, also referred to as B brands, played a decisive role and were preferred. Another market study, published by A.C. Nielsen/CBPA study supported the...
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...Coca Cola Co. Name MGT 521 Date Professor’s Name Coca Cola Co. “On May 8, 1886, a pharmacist named Dr. John Pemberton carried a jug of Coca-Cola® syrup to Jacobs’ Pharmacy in downtown Atlanta, where it was mixed with carbonated water and sold for five cents a glass” (Coca Cola Co, 2012). Coca Cola is one of the all time biggest beverage company in the industry, that went from selling a few drinks a day from a pharmacy in Atlanta, Georgia to selling billions a day all over the world. According to the Fortune 500, Coca Cola Co ranks number 59 on the 2012 list with revenues of $46,542. millions and profits of $8,572. Millions (CNN Money, 2012). SWOT Analysis The SWOT Analysis is “ a planning tool used to analyzed an organization’s strengths, weaknesses, opportunities, and threats” (Nickels, W.G, McHugh, J. M. & McHugh, S.M., 2010). Coca Cola Company is the major distributor, maker, and seller in the world, but one of the company’s biggest threat is the competidor such as Pepsi Co. that tries to stay at the same leves as Coca Cola. Strengths Some of the strengths that Coca Cola have are the well known brand, popularity, consumer faithfulness, good advertising and promotion, strong financial position and profits, and International Trades. Coca Cola has been in the Market for over 100 years and is well known all over the world. The company’s ads are popular, specially during Christmas season and Super Bowl. Coca Cola’s branding is recognized worldwide...
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...A TERM PAPER ON OB PRACTICES IN COCA-COLA COMPANY Table of Contents No. Contents…………………………………………………...……………………….. Page no. 1.0 Chapter One 1. Introduction……………………………………………………………………………6 1.2 History of Coca cola…………………………………………………………….………7-8 1.3 Coca cola company in Bangladesh……………………………………………………. 9 2.0 Chapter Two 2.1 Bangladesh Beverage Industry……………………………………………….…………10 2.2 Competitive Analysis of Coca cola………………………………………………...……11 2.3 SWAT Analysis………………………………………………………………..…………12 A. Strengths…………………………………………………………………………..……12 B. Weaknesses…………………………………………………………………………….12 C. Opportunities………………………………………………………………………..….13 D. Threats………………………………………………………………………………….13 3.0 Chapter Three 3.1 Segmentation…………………………………………………………………………….14 3.2 Targeting…………………………………………………………………………………14 A. Porter’s Five Factors……………………………………………………………………14 3.3 Positioning Strategy………………………………………………………………………16 A. Points of Parity……………………………………………………………………..……16 B. Points of Difference……………………………………………………………………...16 C. Positioning Statement……………………………………………………………………16 4.0 Chapter Four 4.1 Product……………………………………………………………………………………16 A. Products in Bangladesh………………………………………………………………. …17 B. Product levels: The customer Value Hierarchy…………………………………...18 4.2 Price……………………………………………………………………………………...
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...Coca-Cola: International Business Strategy For Globalization Dr. Michael Ba Banutu-Gomez, Professor, Management and Entrepreneurship, William G. Rohrer College of Business Rowan University, Glassboro, NJ ABSTRACT The purpose of this research was to analyze the efficiency of global strategies. This paper identified six key strategies necessary for firms to be successful when expanding globally. These strategies include differentiation, marketing, distribution, collaborative strategies, labor and management strategies, and diversification. Within this analysis, we chose to focus on the Coca-Cola Company because they have proven successful in their international operations and are one of the most recognized brands in the world. We performed an in-depth review of how effectively or ineffectively Coca-Cola has used each of the six strategies. The paper focused on Coca-Cola's operations in the United States, China, Belarus, Peru, and Morocco. The author used electronic journals from the various countries to determine how effective Coca-Cola was in these countries. The paper revealed that Coca-Cola was very successful in implementing strategies regardless of the country. However, the author learned that CocaCola did not effectively utilize all of the strategies in each country. Key Words: Coca-Cola, International Business, Strategy, Globalization, International Marketing, Labor Relations, Distribution, Diversification, Management, Channels, Costs, Gains and Collaboration. INTRODUCTION...
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...explore the fascinating story of CocaCola® – the world’s best-known beverage brand. The World of CocaCola is the home of the more than 125-year-old secret formula for CocaCola and features more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. Around every corner you’ll experience something new and inviting. You’ll see great interactive exhibits such as a thrilling, multi-sensory 4-D movie (3-D glasses with moving seats) and get an inside look at the bottling process. You can view more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. You can even give our 7-foot CocaCola Polar Bear a big hug! And of course, a World of Coca-Cola favorite—the tasting experience, will give you a refreshing opportunity to sample over 100 flavors from around the world. All this and much more make the World of CocaCola a unique and must-see Atlanta experience! A visit of the entire attraction is estimated to last an average of 2 hours. Check out a timeline featuring key milestones in the history of the World of CocaCola. 1990: The original World of CocaCola is established at Underground Atlanta as an attraction dedicated to the heritage of The CocaCola Company. 2000: By 2000, The CocaCola Company accumulates approximately 20 acres of land in downtown Atlanta near Centennial Olympic Park. 2002: The CocaCola Company announces plans for development of the land to help spur ongoing...
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...International Business & Entrepreneurship Master Thesis EFO705 - Thesis Group 2019 Study Terms 2007-2008 School of Sustainable Development of Society and Technology Malardalens University Vasteras, Sweden. Marketing Communication of Pepsi & Coca Cola in Pakistan! Muhammad Kashif Omer Malik 840310-P655 E-mail: m_04119_omer@hotmail.com Tutor: Leif Linnskog Date: 01 Sep 2008 Marketing Communication of Pepsi & Coca Cola in Pakistan 2008 Extracts Date Author 01 September 2008 Muhammad Kashif Omer Malik Qilah Lachman Sing, Ravi Road, Lahore, Pakistan. m_04119_omer@hotmail.com +923214912558 Master level thesis in Business Administration (15 ECTS) Marketing Communication of Pepsi and Coca Cola in Pakistan Leif Linnskog How the marketing communication of Pepsi cola and Coca cola is seen in Pakistan and how come the strong position of Pepsi cola? The research is done basically on the qualitative format in which some facts and figures are used for the support of the central issue of research. The data was collected by approaching different sources including primary and secondary styles. The purpose of this research is expose the facts of the appearance of both Pepsi and Coca Cola in Pakistan in terms of marketing communication. This research is mainly based on the marketing communication in which the purpose is to expose the either company’s marketing communication on the media and contribute the matter to the fact of Pepsi cola’s strong position. The appearance can be better...
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