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Buy coke Overview

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Занимайтесь онлайн с русскоговорящими репетиторами. Обращаем Ваше внимание, что в соответствии с Федеральным законом N ФЗ «Об образовании в Российской Федерации» в организациях, осуществляющих образовательную деятельность, организовывается обучение и воспитание обучающихся с ОВЗ как совместно с другими обучающимися, так и в отдельных классах или группах. По окончании курса Вы получите печатное удостоверение о повышении квалификации установленного образца доставка удостоверения бесплатна. Marketing Plan. Company: Coca Cola Company. Author : Serikkazhiyeva Tolganay. Marketing environment of the company Offered products and services SWOT Analysis Target market Competition analysis For the next year Strategic goals PEST analysis Product Strategy Distribution Strategy Promotion Strategy Price Strategy Control of the results. Implementing and monitoring the marketing plan About Coca-Cola. The most famous product of the company is the Coca-Cola drink. Included in the Fortune list for The headquarters is in the capital of Georgia, Atlanta. May 8, ; years ago Atlanta , Georgia , U. Area served. Worldwide except North Korea. Key people. List of The Coca-Cola Company products. Operating income. Net income. Total assets. Total equity. Number of employees. List of The Coca-Cola Company subsidiaries. The world is changing all around us. We must get ready for tomorrow today. It creates a long-term destination for our business and provides us with a 'Roadmap' for winning together with our bottling partners. Our Mission. Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. To refresh the world.. To inspire moments of optimism and happiness. To create value and make a difference. Our Vision. Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. Live Our Values. Our values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future. Collaboration: Leverage collective genius. Integrity: Be real. Passion: Committed in heart and mind. Diversity: As inclusive as our brands. Quality: What we do, we do well. Focus on the Market. Focus on needs of our consumers, customers and franchise partners. Get out into the market and listen, observe and learn. Possess a world view. Focus on execution in the marketplace every day. Be insatiably curious. Work Smart. Act with urgency. Remain responsive to change. Have the courage to change course when needed. Remain constructively discontent. Work efficiently. Be the Brand. Inspire creativity, passion, optimism and fun. Over the past twelve years , Coca-Cola has been the most expensive brand in the world. In the list of the largest public companies in the US, the Fortune ranked 62nd in 63rd place a year earlier , in nd in the list of the largest companies in the world, the Fortune Global took nd place. In the list of the largest public companies in the world Forbes Global for took 83rd place, including 27th by market capitalization, 57th by net profit, th by turnover and th by assets; Also ranked 4th in the list of the most expensive brands. Net profit. Marketing environment of the company. Coca Cola is a global company that has been active since By puting an emphasis on brilliant marketing, Coca Cola created a wide and diverse target audience all over the world. For their retail market such as restaurants, convenience stores and hotels, Coca Cola market from the largest compenies such as Walmart to a small super market in a third world country. For their consumers market the company examines society in four different aspects. Demographic Factors:. Age - Coca Cola targets all ages. For youngsters Coke is considers a cool drink that everybody loves. For adults Coke is a classic drink which they grew up drinking, provides a familiar taste from the past. Its affordable and inexpensive. Their products are suited to everybody, from a teenager with no income to a rich successful business man. For example, from the country I come from, Israel, the most traditional food, Hummus, is very popular to be eaten while drinking Coke. Location - Where there are people there is Coca Cola. Some might think the saying is exaggeration, however, according to a show i watched on CNBC and other related articles, it is well known that even in the most remote, undeveloped villages anywhere in the seven continents Coca Cola can be found. Offered products and services. What products does the company offer to? The Coca-Cola Company owns, in whole or in part, more than trademarks, both global and regional. Why should the customer buy our products? We have set clear priorities for categories and brands, so we offer consumers the right product in the right packaging, in the right place for every occasion: we call this the OBPPC strategy Occasion, Brand, Package, Price, Channel. Proper application of the OBPPC strategy means that we can offer each customer a product that satisfies his request. This, in turn, helps us to attract consumers faster than our competitors. The non-standard approach to creation of occasions of consumption allows us to include our products in the consumer baskets, less oriented to the price parameter, due to which our income grows ahead of the volumes. Coca Cola HBC Russia offers a diverse range of drinks that meet the needs of customers in all sales channels and for any reason. We strive to connect our products with the most relevant consumer causes to stimulate additional purchases. For example, in the category of carbonated beverages, we focus on the excuse of 'eating' - for packages that are designed for one serving or for several servings. We offer consumers a wide choice of brands in different categories. So, in the category of carbonated drinks, the buyer can choose between the legendary Coca Cola and other popular brands, for example, Sprite or Fanta. In addition, we offer a choice between carbonated drinks with a sugar content, with a low sugar content and without sugar. For those who prefer non-carbonated drinks, we offer a wide range of drinks such as juices, iced tea, energy and sports drinks, and drinking water. We are constantly releasing new packaging options for our products that take into account trends in modern lifestyle. All our packaging is closely related to the reasons for consuming our products. So, we offer drinks in small cans and plastic bottles for use 'on the go', and for a family feast we have large bottles. Consumers of the premium segment choose beverages in glass bottles, mainly in hotels, restaurants and cafes. Accessibility is at the core of our proposals. Our task is to meet the needs and opportunities of different consumers. A huge supermarket, a discounter, a restaurant or a small shop around the corner - we have a product line for each sales channel. Deep knowledge of the structure of consumer purchases gives us a more complete understanding of the motivation of customers in different channels. What is distinguish us from the competition? All over world there are two soft drink giants, Coke and Pepsi. The competitionbetween two companies has always been neck to neck. Both these companieskeep on try to take lead in terms of pricing, packaging, promoting and placing. Pepsi brands are available innearly countries and territories. As we compare the products of these two competitors we come to know that Coke has two flavors in Pakistan that is cokeplain and coke diet where as similar is the case with Pepsi as only these twoflavors are available of Pepsi as well. So in this perspective both parties haveequal strength. However competition is at its peak in terms of pricing. So manytimes we see that as soon as Pepsi lower downs the price of 1 liter pet bottle or disposable drink, Coke adjusts its price right away so that they may not loosetheir customers. Although both these brands have sufficient amount of buyers allover the world but still both the companies strive to achieve the market leader position. Coke even after 99 successful years in US still trying best to be moreinnovative. Companies make all these efforts to give morecustomer value and satisfaction than its competitors. Competition Worldwide. SWOT Analysis. Strengths part and weaknesses. Brand Equity — Interbrand in awarded Coca cola with the highest brand equity award. Company valuation — One of the most valuable companies in the world, Coca cola is valued around Vast global presence — Coca cola is present in countries across the world. Chances are, any country that you go to, you will find coca cola present in that market.. Largest market share — There are only 2 Big competitors in the beverage segment — Pepsi and Coca cola. Out of these 2, coca cola is the clear winner and hence has the largest market share. Fantastic marketing strategies — Coca cola unlike Pepsi always tries to win peoples heart. Customer Loyalty — With such strong products, it is natural that Coca cola has a lot of customer loyalty. The products mentioned above like Coca cola and Fanta have a huge fan following. Distribution network — Coca cola has the largest distribution network because of the demand in the market for its products. Competition with Pepsi — Pepsi is a thorn in the flesh for Coca cola. Coca cola would have been the clear market leader had it not been for Pepsi. Product Diversification is low — Where Pepsi has made a smart move and diversified into the snacks segment with products like Lays and Kurkure, Coca cola is missing from that segment. The segment is also a good revenue driver for Pepsi. Absence in health beverages -Carbonated beverages are one of the major reasons for fat intake and Coca cola is the largest manufacturer of Carbonated beverages. The inference is that the consumption of beverages in developed countries might go down as people will prefer a healthy alternative. Water management — Coca cola has faced flak in the past due to its water management issues. Several groups have raised lawsuits in the name of Coca cola because of their vast consumption of water even in water scarce regions. Opportunities and threats. Diversification — Diversification in the health and food business will improve the offerings of Coca cola to their customers. Developing nations — Although developed nations have a high presence of Coca cola, these countries are slowly moving towards healthy beverages. However developing countries are still being introduced to the delight of carbonated drinks and soft drinks.. Packaged drinking water — With hygiene becoming a major factor in the consumption of water, Packaged drinking water has found its way into peoples mind. Coca cola has a presence in the packed drinking water segment though Kinley. Although Kinleys expansion is slow as of now, Kinley has a huge potential of expansion. Supply chain improvement — Supply chain can be a major cost sink hole with the transportation costs always rising. Market the lesser selling products — In the product portfolio of Coca cola, there are several products which have not found acceptance in the market. Coca Cola needs to concentrate on the marketing of these products as well. Raw material sourcing — Water is the only threat to Coca cola. The weakness of Coca cola was the suspected use of pesticides or vast consumption of water. However, the threat here is that water scarcity is on the rise. With the climate changing, and regions of various countries facing scarcity of water, sooner or later someone might raise fingers on beverage companies. These chains offer a healthy competition to Coca colas carbonated drinks. They might not be a big competition for Coke, but they do give a dent to its beverage market. Similarly, health drinks like Real and Tropicana as well as energy drinks like Red bull and Gatorade are stealing away the market share indirectly. Target Market. Size of the market. The list of markets and their short description, the evaluation and appointing target markets. Given careful consideration and after researching and analyzing consumer age, household size, marital status, and income, the best target markets for Coca-Cola, are year-olds and those who live in households of 3 or more Communications Dr. The pulsing strategy is the best method to use for Coca Colas advertising. The seasonality of sales for soft drinks is a really important factor. The pulsing strategy allows to advertise heavily during high sales periods and decrease its efforts during lower sales periods Communications Dr. For example, during summer when the weather is warm and people purchase and drink more cola beverages, advertising efforts will be at the high rate. The second best time for a high rate of advertising and purchasing cola products is during holidays. Because of this strategy Coca Cola Company stays competitive. Coca Cola Company wants to satisfy the need of all different kinds of people. All consumers have drinks where their target is different, like age group, ethic groups, sexes, lifestyles, etc. Coca Cola has many various brands and usually it is drinks. For example: Disney Hundred Acre Woods is a fruit juice made for children of ages about 3 to 10 for both sexes. With this drink children feel more connected with a bear and other characters from a cartoon. Although Coca Cola sees that this drink has many likes and dislikes from the side of children, Coca Cola created many different flavors like Apple, Apple-Banana, Cherry to satisfy customers needs. Oasis is a juice made for working adults about years old, who know what they want. This juice includes flavors like berry, lemon, orange tangerine. And it is usually sells over a fairly range of places but most popular in Britain and Ireland. Coca Cola is the most successful drink around the globe. It is a soft drink and it is the most popular drink among many different nations. Because of the huge demand for the coca cola drink, they become to produce other cola drinks, like coca cola zero, coca cola diet. And all these cola drinks are worldwide And it is sold in many countries in the world. Coca Cola Zero is a targeted for a teens age that do not want the calories that come with a normal coke but at the same time they want a great taste of it. And costumers get it as far as the drink is sweetened with aspartame. In addition this drink is sugar free. Coca Cola with Lime sells as a normal and a diet one. This drink is for the audience who likes cola and in addition some taste of punch. Sprite is a soft drink that has different target markets. Sprite is not so popular as a cola in US and tastes completely different and it has an unique taste that cola does not have. The other line of sprite drinks basically are the same as with cola drink. Power Ade is a sports drink which are designed with a different great tastes and thirst formula. This drink is made of all ages, sexes athletes for all kind of sports. This drink mostly sells in North America. And I can tell about many more different products that Coca Cola Company has and produces. Who and why is buying our products? Many products are physical objects that you can own and take home. But the word products mean much more than just physical goods. Coca cola consumer are buying a wide range of soft drink. The actual product is the is the parts and features, which deliver the core product. Consumers will buy the Coke product because of the high standards and high quality of the Coca Cola products. The augmented product is the extra consumer benefits and services provided to consumers. Since soft drinks are a consumable good, the augmented level is very limited. But Coca Cola do offer a help line and complaint phone service for customers who are not satisfied with the product or wish to give feedback on the products. Competition analysis. The list of the competitors and their short description. In the period The high qualification of Coca Cola managers allowed them to choose a more successful strategy in organizing work with customers. As a rule, domestic companies, having formed a dealer network, stop there, but Coca Cola continues to work on its expansion. In addition, the company provides its trading partners with the delivery of products, offers convenient forms of cooperation. A flexible approach to pricing also plays its role. According to the magazine 'Beverage Digest', Coca Cola owns half of the world market for carbonated non-alcoholic beverages. However, the last five years for Coca Cola were far from the best. In addition, the sales of Coca Cola brands have been adversely affected by the unsuccessful launch of the UK water production Dasani. In March , the British inspection authorities recorded a higher content of harmful bromate in Dasani. Coca Cola was forced to postpone the pan-European introduction of mineral water for an indefinite period. As experts point out, Coca Cola and Pepsi have long been not just drinks. These are the symbols of the era, which until recently were inherently linked with America, with the American way of life. Both of these brands can be safely viewed in the culturological aspect - they are just as important components of American culture as Hollywood. However, in the last decade, the popularity of these drinks is beginning to decline. In the markets of developed countries, we can feel a tilt towards various non-carbonated 'elixirs', juices, mineral water, and also cold tea and coffee. Demonstrating the advantage over our company including the pros and cons. Competitive Advantages of Coca-Cola:. Throughout the world Coca-Cola is the No. Coca-Cola is the most recognizable beverage in the world. Many have tried to uncover the secret of the drink. Access to safe have only a few top managers of the Coca-Cola company. Developed the finished concentrate is fed to located around the world plants of Coca-Cola, where it is mixed with water according to the strictly established processing chain. Even today, a substitute for the concentrate of Coca-Cola on the basis of his conjecture is very difficult. Manufactured bottles and jars structure is indicated succinctly: carbonated water, corn syrup, high fructose and or sucrose, caramel color, phosphoric acid, caffeine and natural flavors. What lies behind the 'natural flavors' - this is the mystery of Coca-Cola. The machine can cook kinds of drinks, creating unique mixes, for example, decaf, raspberry, diet coke. It will help owners of shopping centers not only to address the issue of recycling and sorting of garbage, and encourage customer loyalty. In this device a person can put plastic and aluminum cans, no sorting, it will make the car. It is possible to receive points that can be spent on drinks, bags, and recreational activities. In my opinion, very competent and modern innovation. C Coca-Cola is interested in the transition to 'green' technology. In particular, the company intends to use six of the eStar vehicles, which have zero emissions of harmful substances into the atmosphere, because they work exclusively on electricity. The company sells concentrates, syrups and beverages in more than countries and has businesses in most of them. What are we doing better than the competitors? Why does Coca-Cola bypass all of its competitors? The most interesting thing about this rivalry between the two drinks is that there is practically no difference in the quality and taste of drinks between Coca-Cola and Pepsi, as the researchers say, that is, with your eyes closed you can never distinguish one from the other Moreover, on numerous public tests 'blindly' people often prefer As you can see, the similarities between Coca-Cola and Pepsi are many, perhaps more than differences. At first glance, it seems that their difference is so insignificant that it can easily be neglected. But then a natural question arises: why is the Coca-Cola always ahead - a step-a half-step, but ahead, and Pepsi - always behind, and so far there is no evidence that they will be reversed. What our competitors are doing better than we? Companies producing similar products always compete with each other. This is understandable and natural. But the war lasted on for a century — this does not happen often. And, incidentally, exactly what the situation with the two main manufacturers of carbonated drinks — Coca Cola and PepsiCo, which owns Pepsi Cola. If you ask any person, what he loves, Coca-Cola or Pepsi, the answer will be given unambiguous, one or the other. Do you think the matter in taste? Not at all. Scientists claim that people cannot distinguish between a glass of Pepsi from a Coca-Cola. No color, no taste, no smell. The preference for any of these drinks gives your brain, not your palate. That is — everything depends on the strength of a brand and advertising company. And if someone does not believe — try this experiment for yourself. Preferably several times, in order to exclude the possibility of coincidence. What position of our company is with reference to the competitors? Today the world Empire of Coca-Cola as follows: 11 large companies-Bottlers operating in the scale of several States and dozens of individual companies-unconsolidated Bottlers. Another major bottler Coca - Cola Amatil Ltd. Today Coca-Cola is more than 2 drinks that are manufactured and sold in more than countries. The world produces about 70 varieties of Fanta with a variety of flavors orange, lemon, tangerine, grapefruit, kiwi, melon, watermelon and so on. Coca-Cola there are 8 types. And the Coca-Cola company produces 12 types of natural juice called Minute Maid. Together with the company. Available Nestle ice tea - Nestea and Nescafe cold coffee. In the summer of Coca-Cola she gained all the rights of the Schweppes trademark owned by the wound of Cadbury. To date, the trademark 'Coca-Cola' is the most famous trademark in the world, and Coca-Cola is the most famous company on the Earth. Every day around the world sold about 1 billion units of the Company. The Coca-Cola Company has a strong position on the market of juices. Marketing Goals. For the next year. Please describe goals for the next year can be related to sales increasing, releasing new product on the market, the rise in the share of new product etc. Our goals at Coca Cola involve both financial and non-financial targets that there will be striving for. First off, the non-financial goals, their aim to make Coca Cola appear healthier and lower risk. Coca Cola has received a bad reputation that is not fully justified. There have many other products that are healthy and it is our goal to advertise these products and make them more popular so the people can be satisfied. Also they will be looking to replace coffee. Obviously they are not looking to replace it completely but rather promote the energy side of some of our beverages and let it be known that some their products can have the same effect that coffee has. Advertising more is something else that we will be looking to do. Many people are unaware of everything there have going on at Coca Cola and their aspire to spread the knowledge so that more people can enjoy what their have to offer. Furthermore, their set as a goal for the world to know why Coke is better than Pepsi and thus strive to put this in the minds of society so they can purchase our product more often. This fits in to our other goal of constantly increasing profit and financially growing as a company. What can disturb in the achievement of those goals? Customer analysis in the Marketing strategy of Coca Cola — Coca cola targets a mass market. Strategic goals. Please describe goals which implementation need more than the year. Strengthen category leadership:. Leading brands in each major category in each market. Increase the range of affordable packs in market. Up-weighted levels of innovative marketing to continually strengthen brand equity. Evolving portfolio that adapts to changing consumer preferences. Step change in productivity and execution:. World-class customer servicing capability. Route-to-market that provides customer diversification and real competitive advantage. Effective leverage of our large-scale, low-cost manufacturing, sales and distribution capability. The Coca-Cola Company and our other key brand partners:. Shared vision of success and aligned objectives. Joint plans for growing system profitability. Balanced share of risk and reward. In the world, there will always be different ways to evoke interest in a particular product, but Coca-Cola really has something to learn - successful advertising should make the viewer smile and be memorable. Also, in the process of creating a marketing strategy, one must understand who it should be designed for and how it will achieve its goal. The products of any company are unique, however it is especially difficult to correctly show this uniqueness in the market and to benefit from it. In order to succeed and find your customer - you need to find a smart advertising move, as Coca-Cola did in its time. PEST analysis. Political environment. The government regulates the manufacturing procedure of these products. Coca-Cola is also subject to the Occupational Safety and Health Act and to local, state, federal, and foreign environmental regulation. Changes in laws and regulations —changes in accounting standards, taxation requirements tax rate changes, modified tax law interpretations, entrance of new tax laws , and environmental laws either in domestic or foreign authorities. Changes in non-alcoholic business era —competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals. Political conditions, specifically in international markets —civil conflict, governmental changes, and restrictions concerning the ability to relocate capital across borders. Economic environment. Economic analysis examines the local, nationaland world economy impact. The non-alcoholic beverage industry has highsales in countries outside the U. These markets will continue to play a major role inthe success and stable growth for a majority of thenon-alcoholic beverage industry. Social and cultural environment. The majority of people in the US are showing increasing interest in healthy lifestyles. That has strongly influenced the sales within non-alcoholic beverage sector as many customers switch to bottled water and diet colas such as Coca-Cola Light or Zero. Time management is a concern for 43 percent of all households, a percentage that has increased over the years. Customers from ages 37 to 55 are concerned with their nutrition. Also, a large portion of the population are baby boomers. As they become seniors, they are more concerned about life choices that will impact their life expectancy. That will continue to affect the non-alcoholic beverage sector by increasing the demand for healthier drinks. Technological Analysis. The new technology of internet and television which use special effects for advertising through media. They make some products look attractive. This helps in selling of the products. This advertising makes the product attractive. This technology is being used in media to sell their products. Introduction of cans and plastic bottles have increased sales for Coca-Cola as. These are easier to carry and you can bind them once they are used. As the technology is getting advanced there has been introduction of new machineries all the time. Due to introduction of this machineries the production of the Coca-Cola Company has increased tremendously then it was few years ago Coca-Cola has six factories in Britain which use the most state-of the-art drinks technology to ensure top product quality and speedy delivery. The Wakefield factory has the technology to produce cans of Coca-Cola faster than bullets from a machine gun. Product strategy. Product Life cycle: When referring to each and every product or service ever placed before the consumer i. For e. So every product is born, grows, manures and dies. So in the commercial market place products and services are created, launched and withdrawn in a process known as Product Life Cycle. To be able to market its product properly, a business must be aware of the product life cycle of its product. The standard product life cycle tends to have five phases: Development, Introduction, Growth, Maturity and Decline. Coca-Cola is currently in the maturity stage, which is evidenced primarily by the fact that they have a large, loyal group of stable customers. Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key. Product 1: Full Throttle. Drink Type: Energy. Description: Full Throttle gives its drinkers a quick boost of energy that is provide through ingredients, including ginseng extract, caffeine, taurine, guarana extract, and vitamin B. This drink is also available sugar-free. Product 2: Hi-C. Available in a wide variety of flavours to accommodate all. Flavours include:. Product 3: Coca-Cola Zero. Drink Type: Soft Drink. Description: A new drink fashioned after the most popular and biggest-selling soft drink in history, as well as the best-known product in the world, Coca-Cola. Coca-Cola Zero provides its consumers with all the great taste of Coca-Cola Classic but with no calories. Product 4: PowerAde Option. Drink Type: Sports. Description: An adjustment to the original PowerAde. PowerAde Option provides all of the essential electrolytes and vitamin B that is lost through sweat. Available in Black Cherry, Lemon, and Strawberry. Product 5: Nestea Light. Drink Type: Tea. Description: Nestea is a unique blend of tea and fruit flavors that provides a refreshing sensation. Nestea Light is fashioned similarly, preserving all of the flavours, however, with significantly less calories. Flavours available are Lemon, Peach, and Tangerine. Product 6: Dasani. Drink Type: Water. Description : A bottle of pure, essential, and refreshing water. Deliciously quenches your natural thirst. Distribution strategy. The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. These then distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents. Thus we can cite different point of sales where Coca cola is generally available throughout the Coca-Cola Company:. Coca Cola Company makes two types of selling. They have almost vehicles to supply their bottles. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products. For example, as we have discussed, more exclusive and higher service distribution will generally entail less intensity and lesser reach. Cost has to be traded off against speed of delivery and intensity it is much more expensive to have a product available in convenience stores than in supermarkets, for example. Stage 2: Weak and strong part of distribution systems. Stage 3 Methods of physical distributions. They have achieved their goal thanks to this high visibility, and to the availability of the products all over the world, even in remote places. Questionnaire for estimate of foreign distributor:. Name of the Firm. How many Vehicles do you own for distributing in the market? Your current investment in the business in lacs? Your current expectations on profits? Address of your firm and Contact details? Promotion Strategy. Effective communication with the target market is essential for the success of the product and business. Promotion is the p of the marketing mix designed to inform the marketplace about who you are, how good your product is and where they can buy it. Promotion is also used to persuade the customers to try a new product, or buy more of an old product. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. Above the line promotions refers to mainstream media: Advertising through common media such as television, radio, transport, and billboards and in newspapers and magazines. Because most of the target is most likely to be exposed to media such as television, radio and magazines, Coca Cola has used this as the main form of promotion for extensive range of products. Although advertising is usually very expensive, it is the most effective way of reminding and exposing potential customers to Coca Cola Products. Coca Cola also utilizes below the line promotions such as contests, coupons, and free samples. These activities are an effective way of getting people to give your product a go. Stage 1 Choice of advertise products. Stage 2 Media taken advantage for campaign. Coca Cola Company use different mediums for advisement:. Print media. POS material. TV commercial. Billboards and holding. Print Media. They often use print media for advertisement. They have a separate department for print media. POS Material. M ean point of sale material this includes: posters and stickers display in the stores and in different areas. TV Commercials. As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. Billboards and Holdings. Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards. Weak and strong part of main media. Limited Inventory Drives Up Cost. The Most Persuasive of All Media. Best Way to Demonstrate the Product. Nation-wide radio. No Pictures. Not Permanent. Information Is Not Retrievable. The Audience Is Fragmented. Listeners Are Easily Distracted. Lots of Commercials in a Row. Low Production Costs. Better Than Newspapers. Audiences Are Different. Light TV Viewers. First Source for News in Morning. Is a 'Local' Medium. Most Common Appliance. May be very efficient when based on target audience. Not Flexible Long lead times required for ads. High Production Costs. No Person to Person Communication Unlike electronic media. Low Penetration. No Good for Local Advertisers. Very Narrow Targeted Approach. High Credibility Because of Editorial. Excellent Production Standards. Excellent Audience Research. Difficult to Convey Emotion. Good Position Is Tough to Get. No Product Separation. Circulation Is Decreasing. Ads Have Many Different Sizes. Target the Local Shopping Area. Possible to Track With Coupons. Provide Access to Upscale Demographics. Credibility to the advertising. No store manager has ever been fired for advertising in the newspaper. Stage 3 Topic of advertising. In order to spur sales of its CSD portfolio, beverage companies have looked to deliver innovation in product, packaging, equipment, and consumer engagement. Coca-Cola, in particular, has looked to increase advertising and media investments in the last few years, despite already being one of the most recognizable brands in the world. Coca-Cola aims to draw this incremental fund by maximizing productivity. Stage 4 Benefits from product. Significant marketing budget. Stage 5 Graphic form and symbolic of advertising. For advertisement Coca cola focuses mainly on TV commercials, i. And also it concentrates on all age group of people and maintains the relation between them, where as if we look at it other competitors like PEPSI also adopt the same strategies that are done by coca cola so there are lots of similarities in the advertising strategies. Pricing Strategy. Preliminary choice of products on export assign. Stage 1 Ultimate determination of products offer on export. Company Overview. The Coca-Cola Export Corporation manufactures and markets soft drinks and bottled water. The company was incorporated in and is headquartered in Atlanta, Georgia. Coca Cola has 7 or more different price points in the marketplace. The Coca cola company export for countries. Stage 1 Fixed Cost. Some examples of fixed costs in companies like Coca Cola include, rent or lease payments for the Coca-Cola factories, salaries given to executive workers, insurance on machines used to Create the drinks, and property taxes that must be paid on factories. Stage 2 Variable costs. Examples of variable costs for companies like Coca-Cola include raw Materials such as plastic for the bottles, metal for the cans, etc. Delivery charges to grocery stores, restaurants, etc. Stage 3 Costs of unit of production. Coca Cola has high price elasticity because of the number of substitutes there are for carbonated soft drinks bottled water, etc. Stage 5 Price of competitive product on foreign markets. Stage 8 Pricing strategies. The pricing Strategy a business will use will have to focus on achieving the marketing plans objectives and support the positioning of the product, and take external factors such as economic conditions and competitors in to account. There are 5 strategies available to business: Market skimming pricing, Penetration pricing, Loss leaders, Price Points and Discounts. Over the years Coca Cola has used Penetration Pricing as a way of grabbing a foothold in the market and won a market share. Its product penetrated the marketplace. Once customer loyalty is established as seen with Coca Cola it is then able to slowly raise the price of its product. There has been a fierce pricing rivalry between Coca Cola and Pepsi products as each company competes for customer recognition and satisfaction. Till now it appears as if Coke has come up on top, although in order to gain long term profits Coke had to sacrifice short term profits where in some cases it either went under of just broke even, but as seen it has been all for the best. Analysis of important parameter for price strategy. Implementing and monitoring the marketing plan. Phase of monitoring:. The ranges of acceptable deviations of real sizes than planned:. The Coca Cola Company has a very rich history and spread over the world. Coca Cola Company has a strong competitive position in the market with rapid growth. It needs to use its internal strengths to develop a market penetration and market development strategy. Further company should integrate with other companies, acquisition of potential competitor businesses, innovation in branding and aggressive marketing strategy can bring long term profitability. Coca Cola is one of the multinational company having its operations at the international level of the business The company is having a broad scope of the products development in the market They are already playing a commensurate role in the supply of the variety of the soft drinks which increases their supplier power in the business in the order to capture an emergent market. The Cola Wars: Case Study. Mark Pendergrast. Coca-Cola Company Comparison. Coca-Cola Company. Direct Competitor Comparison. CNN Money. Retrieved November 2, Retrieved July 29, Archived from the original on February 26, October 30, Retrieved March 27, February 12, Boulder Daily Camera. Номер материала: ДБ Воспользуйтесь поиском по нашей базе из материалов. Авторизуйтесь , чтобы задавать вопросы. Получите деньги за публикацию своих разработок в библиотеке «Инфоурок». Добавить материал Добавить материал. Мой доход Фильтр Поиск курсов Войти. Занимайтесь онлайн с русскоговорящими репетиторами Помогаем детям из русских школ за границей Для детей на домашнем обучении. Вход Регистрация. Company:Coca Cola Company. Подать заявку на этот курс Смотреть список всех курсов. Маркетинговый план на английском языыке. Скачать материал. Онлайн-услуги Психологи Логопеды Репетиторы Попробовать бесплатно. Добавить в избранное. Our Mission Our Roadmap starts with our mission, which is enduring. Our Vision Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. Marketing environment of the company Coca Cola is a global company that has been active since Demographic Factors: Age - Coca Cola targets all ages. Offered products and services What products does the company offer to? Occasion Coca Cola HBC Russia offers a diverse range of drinks that meet the needs of customers in all sales channels and for any reason. Brand We offer consumers a wide choice of brands in different categories. Packaging We are constantly releasing new packaging options for our products that take into account trends in modern lifestyle. Price Accessibility is at the core of our proposals. Channel A huge supermarket, a discounter, a restaurant or a small shop around the corner - we have a product line for each sales channel. Companies make all these efforts to give morecustomer value and satisfaction than its competitors Competition Worldwide SWOT Analysis Strengths part and weaknesses Strengths Brand Equity — Interbrand in awarded Coca cola with the highest brand equity award. Weaknesses Competition with Pepsi — Pepsi is a thorn in the flesh for Coca cola. Opportunities and threats Opportunities Diversification — Diversification in the health and food business will improve the offerings of Coca cola to their customers. Threats Raw material sourcing — Water is the only threat to Coca cola. Target Market Size of the market. Competition analysis The list of the competitors and their short description. Demonstrating the advantage over our company including the pros and cons Competitive Advantages of Coca-Cola: 1 The main advantages. But then a natural question arises: why is the Coca-Cola always ahead - a step-a half-step, but ahead, and Pepsi - always behind, and so far there is no evidence that they will be reversed What our competitors are doing better than we? Preferably several times, in order to exclude the possibility of coincidence What position of our company is with reference to the competitors? Together with the company Available Nestle ice tea - Nestea and Nescafe cold coffee. Marketing Goals For the next year Please describe goals for the next year can be related to sales increasing, releasing new product on the market, the rise in the share of new product etc. Strategic goals Please describe goals which implementation need more than the year. Strengthen category leadership: Leading brands in each major category in each market Increase the range of affordable packs in market Up-weighted levels of innovative marketing to continually strengthen brand equity Evolving portfolio that adapts to changing consumer preferences Step change in productivity and execution: World-class customer servicing capability Route-to-market that provides customer diversification and real competitive advantage Effective leverage of our large-scale, low-cost manufacturing, sales and distribution capability The Coca-Cola Company and our other key brand partners: Shared vision of success and aligned objectives Joint plans for growing system profitability Balanced share of risk and reward What can disturb in the achievement of those goals? Changes in non-alcoholic business era —competitive product and pricing policy pressures and ability to maintain or earn share of sales in worldwide market compared to rivals Political conditions, specifically in international markets —civil conflict, governmental changes, and restrictions concerning the ability to relocate capital across borders. Economic environment Economic analysis examines the local, nationaland world economy impact The non-alcoholic beverage industry has highsales in countries outside the U. Introduction of cans and plastic bottles have increased sales for Coca-Cola as These are easier to carry and you can bind them once they are used. Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key Product 1: Full Throttle Drink Type: Energy Description: Full Throttle gives its drinkers a quick boost of energy that is provide through ingredients, including ginseng extract, caffeine, taurine, guarana extract, and vitamin B. Product 5: Nestea Light Drink Type: Tea Description: Nestea is a unique blend of tea and fruit flavors that provides a refreshing sensation. Distribution strategy The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. Weak and strong part of main media Time Shifting Good or Bad? Stage 5 Graphic form and symbolic of advertising For advertisement Coca cola focuses mainly on TV commercials, i. Pricing Strategy Preliminary choice of products on export assign Stage 1 Ultimate determination of products offer on export Company Overview The Coca-Cola Export Corporation manufactures and markets soft drinks and bottled water. Stage 1 Fixed Cost Some examples of fixed costs in companies like Coca Cola include, rent or lease payments for the Coca-Cola factories, salaries given to executive workers, insurance on machines used to Create the drinks, and property taxes that must be paid on factories Stage 2 Variable costs Examples of variable costs for companies like Coca-Cola include raw Materials such as plastic for the bottles, metal for the cans, etc. Stage 5 Price of competitive product on foreign markets Coca Cola has 7 or more different price points in the marketplace. Stage 8 Pricing strategies The pricing Strategy a business will use will have to focus on achieving the marketing plans objectives and support the positioning of the product, and take external factors such as economic conditions and competitors in to account. Если Вы считаете, что материал нарушает авторские права либо по каким-то другим причинам должен быть удален с сайта, Вы можете оставить жалобу на материал. Курс профессиональной переподготовки. Библиотечно-библиографические и информационные знания в педагогическом процессе. Охрана труда. Организация деятельности библиотекаря в профессиональном образовании. Московский институт профессиональной переподготовки и повышения квалификации педагогов. Найдите материал к любому уроку, указав свой предмет категорию , класс, учебник и тему:. Выберите класс: Все классы Дошкольники 1 класс 2 класс 3 класс 4 класс 5 класс 6 класс 7 класс 8 класс 9 класс 10 класс 11 класс. Выберите учебник: Все учебники. Выберите тему: Все темы. 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