...PROMOTION STRATEGIES OF COCA COLA Promotional strategy during IPL matches Coca cola Lucky Coupon Dinner with kings XI Punjab Sprite “kholega toh bolega” IPL Season 2 Combining this key insight with the passion of T20 cricket, company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia of key players. Complimenting the innovation, Sprite was also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia.In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. To create awareness about ‘Kholega Toh Milega’ digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India. PROMOTION DURING OFF SEASON Limca Launches ‘Laptop Ki Barish’ Consumer Initiative Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win “HP...
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...2. Análisis del microentorno. 3.3. Análisis de la competencia. 3.4. Análisis DAFO. 4. Información del mercado de la empresa y estrategia de marketing. 4.1. Segmentación: variables utilizadas y estrategia de cobertura. 4.2. Selección del público objetivo. 4.3. Estrategia de posicionamiento. 5. Resumen. 6. Bibliografía. HISTORIA DE LA EMPRESA Y DESCRIPCIÓN DE SU NEGOCIO Un 8 de mayo de 1886 comenzaba la historia de Coca-Cola en Atlanta. El farmacéutico John S. Pemberton quería crear un jarabe contra los problemas de digestión que además aportase energía, y acabó dando con la fórmula secreta más famosa del mundo. La farmacia Jacobs fue la primera en comercializar la bebida a un precio de 5 céntimos el vaso, vendiendo unos nueve cada día. Era solo el inicio de una historia de más de 120 años. Pemberton no tardó en darse cuenta de que la bebida que había creado podía ser un éxito. Su contable, Frank Robinson, fue quien ideó la marca y diseña el logotipo: había nacido Coca-Cola. En 1891 se fundó The Coca-Cola Company, formada por el también farmacéutico Asa G. Candler, su hermano John S. Candler y Frank Robinson. Dos años después registraron la marca en la Oficina de Registro de la Propiedad Industrial de los EEUU. Robert Woodruff, hijo de Hernest, es el más gran líder de la historia de...
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...Coca-Cola Japan: Should tea be introduced? Outline of Report Coca-Cola Background Japan and its culture Japan’s Beverage and Tea Market Coca-Cola Japan and its success Coca-Cola Product Line Competition SWOT Analysis Research and Development Marketing Plan and Recommendations Coca-Cola Company Background Founded in 1886 by John C. Pemberton World’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups More than 300 brands Corporate Headquarters in Atlanta with local operations in over 200 countries around the world Two Business Sectors North American Coca-Cola USA Coca-Cola Ltd. = Canadian Operations Coca-Cola Foods = juice drinks International Greater Europe Latin America Middle and Far East Africa Japan in the 1980s Average Exchange Rates, Japanese Yen/US Dollar, 1970-87 Japanese Beverage Market Japanese Tea Market Places to Sell Grocery stores 5.1% annual average growth rate Convenience stores 15.8% annual average growth rate Restaurants Vending machines The Coca-Cola (Japan) Company 1957, established in Tokyo Due to trade regulations, focus attention on: Local connections Competitive environment Japanese culture 1961, trade deregulation policies Form strategic alliances with powerful Japanese corporations which allowed local acceptance of the product 1965, Coca-Cola best-selling soft drink in Japan CCJC Success Two main factors contributing...
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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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...EXECUTIVE SUMMARY The research study was conducted to learn the localization strategy of the global beverage company Coca-Cola in terms of two of its marketing mix variables, namely, the product line and the distribution process. In the process detailed information was collected on products launched, sales and distribution practices followed by the company, the working style of the retail outlets that stocked and retailed Coca-Cola products, and to a limited extent the psyche of the consumers. In addition the study also uncovered initiatives taken up by the top level management and the strategies they laid out to enhance the company’s market share and sales turnover. INTRODUCTION Definition of product line: A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. The major product line decision involves product line length- the number of items in the product line. Product line length is influenced by company objectives and resources. Introduction of the company: “Atlanta Beginnings 1886-1892” It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away another great American symbol was about to be unveiled. Like many people who change history, John Pemberton, a Civil War veteran and Atlanta pharmacist, was...
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...organizacional, competitividad u otras situaciones, se necesita que estas evalúen las debilidades de manera que encuentren la raíz de los problemas. A continuación conoceremos situaciones que empresas grandes como Purina, Ikea y Coca Cola han enfrentado en algún momento y cómo han logrado superarlas de forma que hoy día siguen siendo exitosas. COCA COLA HISTORIA La Coca-Cola fue creada el 5 de mayo de 1886 por John Pemberton en la farmacia Jacobs de la ciudad de Atlanta, Georgia. Con una mezcla de hojas de coca y semillas de cola quiso crear un remedio, que comenzó siendo comercializado como una medicina que aliviaba el dolor de cabeza y disimulaba las náuseas; luego fue vendida en su farmacia como un remedio que calmaba la sed, a 5 centavos el vaso. Frank Robinson le puso el nombre de Coca-Cola, y con su caligrafía diseñó el logotipo actual de la marca. Al hacerse famosa la bebida en 1886 se le ofreció a su creador venderla en todo Estados Unidos. Pemberton aceptó la oferta (vendió la fórmula y su empresa en 23.300 dólares) y se abrieron varias envasadoras en Estados Unidos. Más tarde un grupo de abogados compró la empresa e hizo que Coca-Cola llegara a todo el mundo. Desde ahí la empresa se convirtió en The Coca-Cola Company. Coca-Cola fue el primer producto ampliamente accesible...
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...COCA COLA CASE STUDY « Think global, act local » T. Levitt 1) What is the primary basis for Coke’s past international marketing success? Is it only advertising? The Coca Cola Company expanded slowly abroad in the early 1920’s. Coca Cola presented the beverage with different logos which are culturally symbolic. However the true growth of Coca Cola beverages in the world had been possible during the World War II. Coca Cola Company delivered beverages to the US soldier in Europe and Asia. Marketing: understanding the market Marketing philosophy: A good understanding of customer needs and providing a good offer. Coca Cola: in America is a ritual, you open the fridge and drink a coca cola. Abroad, drink coca cola is to live the American dream. Many will say that it is the level of advertising. But the better answer may be the consistent and effective, locally oriented global marketing, aimed carefully at targeted markets around the globe. Coke and other brands have become leaders in their product categories by understanding consumer motivations and desires and by creating relevant and favorable image associations. Image association: Pavlov theory Cowboy Marlboro Coke Soft drinks Cigarette Pleasant There is nothing fly-by-night in such activities. 2) Given the growing political and economic uncertainty, what changes can Coke make to its global marketing strategy? During the 1990’s, the marketing strategy of Coca Cola Company was described by...
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...can 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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...Coca-Cola: A journey over 120 years old 04 Feb 2009 By Sarimul Islam Choudhury ‘Little drops of joy’ as they call it, soft drink and beverages brand Coca-Cola came into existence in 1886 in Atlanta, New York, USA. From selling only nine glasses of drinks a day initially, after a successful stint of operation for over 120 years, the company currently produces more than 10 billion gallons of drink a day and sells its products across 200 countries worldwide. With more than 450 brands, the company is one of the largest beverage companies in the world keeping the language of refreshment universal across the globe. The product comes into existence: It was1886 in New York Harbor when the construction of the Statue of Liberty was in progress, John Pemberton, a pharmacist in Atlanta, was intrigued by a fragrant caramel-coloured liquid. He carried it a few doors down to Jacobs' Pharmacy where the mixture was combined with carbonated water and sampled by customers who all agreed — that this new drink was something special. Jacobs' Pharmacy then put it on sale for five cents a glass. Later, Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola and wrote it out in a distinct script, the same way it is in use these days. According to the company: “Quality is more than what we taste or see or measure. It shows in our every action. We relentlessly strive to exceed the world's ever-changing expectations because keeping our quality promise in the marketplace is our highest...
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...• HISTORY The Coca-Cola created in 1886 in the company's Eagle Drug and Substance in the pharmacy in Columbus, Georgia by John Pemberton, originally as a coca wine called Pemberton's French Wine Coca. Then, when Atlanta and Fulton County passed a law to ban, Pemberton defended himself creating Coca-Cola, a version without alcohol. First it started to sale at Jacob's Pharmacy, which was sold as a medicine that relieves headaches and nausea, the medicine was popular in the U.S., because in that moment people belief that carbonated water was good for health. Frank Robinson gave the name Coca-Cola, and then the actual logo of the brand was designed. When the drink became famous in 1886 Pemberton was offered to sell the product throughout the United States, of course he accepted the offer he sold the formula and his company in $ 23,300 dollars, and later he opened several containers in the United States. Later, a group of lawyers bought the company and it became an international company. Since there, the company became The Coca-Cola. • MACRO-ENVIRONMENT The Coca-Cola is a macro company, because like most of the companies, follow the policies and regulations that the government established. These kinds of companies contribute to the economic success by giving employs for people in the community, paying taxes to governments and suppliers of goods, services and capital goods and support programs for help. The Coca-Cola system has more than 900 plants in the whole world. The ingredients...
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...INITIAL REPORT THE COCA COLA LIMITED (GLOBAL AND INDIAN SCENARIO) Team 1 Members: Sirisha Adiraju 2014281 Vikrant Gupta 2014324 Udit Birpalia 2014310 Himanshu Dawra 2014344 Tanya Dhingra 2014300 Ankit Rawat 2014339 1. GLOBAL BEVERAGE MARKET SCENARIO The global beverage market has been forecast to increase at a compound annual growth rate (CAGR) of 4.6% over the next five years, to reach a market value of $1,347 billion by 2017. The global beverage industry's rising product demand, not much affected by the currents of global recession, bears testimony to its unyielding growth throughout. Until recently, the beverages market was divided simply between alcoholic and non-alcoholic beverages. As consumers' tastes grew more sophisticated and demand surged for a variety of beverage options catering to lifestyle changes and health concerns, the beverages industry has responded with a dizzying array of options to choose from. Products manufactured by the beverage industry include: bottled water, juice, sparkling and still drinks, syrups, nectars, ready-to-drink and regular teas and coffees, dairy drinks, energy drinks, sports drinks, fruit powders, and alcoholic drinks such as beer, wine, cider and spirits. The industry experienced a CAGR of 2.3% for the period spanning 2007-2016. Industry consumption volumes increased with a CAGR of 2.4% between 2006 and 2010, to reach a total of 717,040.5 million litres in 2011. The soft drinks industry will continue...
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...Key Marketing Problem/Opportunity The key marketing problem/opportunity in the case is that Coca Cola has lost market share in the international markets to their main competitor, Pepsi. There are several opportunities for the company to expand and to diversify their marketing strategy to offer new products outside of the carbonated beverages. Opportunity exists in categories such as juice and juice drinks, bottled water, teas, energy drinks, coffee and more. There are also opportunities to grow stronger relationships with their bottling partners, especially CCE. In foreign markets the product life cycle is in more of a growth trend Coke's advantage in this area is mainly due to its establishment strong branding and it is now able to use this area of stable profitability. Since the domestic market has become more consolidated and saturated, foreign markets provide an opportunity to continue to grow their current business. Coca-Cola has the potential to innovate and differentiate the company's products to sustain a competitive advantage. The company even jeopardized the bottler relations by raising prices of its concentrates which in turn back fired. Strategic Question Which corporate growth strategy would offer the BEST opportunity to improve sales in the future for the Coca Cola Company? Strategic Marketing Alternatives 1. The product development strategy would improve sales for the future of the company. There are many opportunities for growth in different...
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...not be alike to all stake holders and it depends on the way the stakeholders receive familiarity once in touch with the organization. This may rise from direct experience with organization or through some other medium like news channels or talk with friends. Harrison ( n d) states that Stakeholders’ outlook for a company and their associations and interactions with the per se organization and thus the reputation may be impacted by relationship management actions some of which are outlined below pertaining to the Coca Cola case Customers: Direct Impact: Many consumers got ill effects related to health while consuming the product in 1999 in Luxemburg and Netherlands. The coke further took a step back and did not want to come in limelight to discuss the issue openly. The response time was too high for consumers to accept. France was also affected similarly. The contaminated products were also shipped to Poland. This direct impact which reduced reputation of Coca Cola in these countries also brought the sale down. Employees: The African American employees felt that the organization shows bias during performance assessments and related pay rises and promotions in 1995. They filed a case against the company too. Way back they did...
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...organization restructuring, technology, outsourcing, and even organizational culture. -Managers may face ethically challenging tasks such as firing someone, delivering negative feedback, and denying bonuses-tasks in which a manager must cause pain or discomfort to another person in the name of a greater good. Social Responsibility paper begins on next page………… Coca-Cola Company is a well-known respected company throughout the world. John Pemberton, a pharmacist in Atlanta, invented the drink that many have come to call “something special”. Driven by his curiosity, Pemberton, together with Jacob’s Pharmacy created Coca-Cola, in 1886, which in the first year alone sold 9 glasses a day. However, Pemberton was merely the inventor of Coca-Cola. It wasn’t until Atlanta businessman Griggs Candler bought the rights for the brand, and established “the first real vision of the business and the brand”. Six scores and six years later, Coca-Cola Company’s missions remain simple, yet moving; “To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference”. The vision that Coca-Cola revolves around...
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...Coca Cola Report Introduction Coca Cola is a multinational company. The Coca Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverages. Coca Cola is Private Limited Company (Ltd). A Ltd company is a type of business ownership which determines many operations of how the business is run. In this report I will identify how the business is affected by ICT and how the company is run. This will include organisational structures and how different department communicate. Background Information Coca Cola was established in 1886 by a pharmacist, John Styth Pemberton from Atlanta, Georgia. Coca Cola has its head quarters still in Atlanta. Employing 49000 people worldwide, with operations in over 200 countries. When Pemberton died the rights of the business were transferred to Atlanta businessman Asa Griggs Candler, who later became the first president of the company. In 1894 Coca Cola was bottled for the very first time. Coca Cola used many different promotion schemes to try and get the business up and running. However it wasn’t until the Olympic Games in 1928, where the business suddenly took off. It even grew during WWll. By the 60’s the overseas market had double and Coca Cola was the talk off America. In the late 90’s the company was selling 1 billion servings a day. Their Mission “To refresh the world in body, mind and spirit” “To inspire moments of optimism through our brands and our actions” “To create value and make a...
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