Transcript
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Quick facts
Established
1886.
Ranking:
own 4 of the
world’s top 5 non-
alcholic beverag
es.
Associates:
92,400 worldwid
e
Operational
reach: 200+
countries.
Consumer
Serving: nearly 1.6 billion per
day.
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MISSION
refresh world in body, mind
and spirit.
inspire moments of optimism through our
brands and our actions.
create value and make a difference
everywhere we engage.
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VALUES1. Leadership: shape a better future
2. Collaboration: Leverage collective genius
3. Integrity: Be real
4. Accountability: If it is to be, it's up to me
5. Passion: Committed in heart and mind
6. Diversity: As inclusive as our brands
7. Quality: What we do, we do well
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DIFFERENT PRODUCTS
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COCA COLA STATISTICS
Coca cola owns more than ½ of the world’s beverages
Coke is affordable in all countries.It is not out of the price range foran afternoon snack.
Coke comes in a variety of sizes worldwide so we can use it for a crowd or as a personal snack drink
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WORKING AS A GLOBAL TEAM
• Built around two crore assets, its brand and its people.
• They believe in being inspired and motivated to achieve extraordinary things.
• Acc. to them the combined talents, skills, knowledge, experience and passion of their people makes them who they are.
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As a result, the Company culture is collaborative. From
beverage to merchandising, the
associates are sharing ideas across
departments and markets in new ways.
Consequently, the associates are increasingly
enthusiastic about their work and inspired to turn plans into action.
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SWOT ANALYSIS
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STRENGTHS: brand recognition (especially internationally),product innovation, direct supply chain.
WEAKNESSES: Primarily known for Coke and not other beverages sold from same company, unsuccessful movement into India
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CONT….
OPPORTUNITIES: Offer new healthier beverages organic coke , Jump on board the "green" movement
THREATS: healthy food movement, large competitors like Pepsi and smaller specialty beverage companies
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STPD ANALYSIS
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MARKETING WORLDWIDE
In 1998 Coke international created its first ad for the celebration of the Muslim holiday of Ramadan. It was run in 20 countries worldwide.
This COKE CANE is written in Hebrew
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MARKETING CAMPAIGNS
Things go better with coke
Live on the coke side of life
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1970: It's the real thing. 1971: I'd like to buy the world a
Coke. 1976: Coke adds life. 1979: Have a Coke and a Smile. 1990: Can't Beat the Real Thing.
‘COCA-COLA OPEN HAPPINESS’
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PLC
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BRANDING
STRATEGIES
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THREE A’S :
Availability Acceptability Affordability
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THREE P’S :Preference Penetration {high} Price-Related Value
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SPONSERSHIPS OF SPORTS EVENTSThe first-ever sponsor of
the Olympic games, at the 1928 games in Amsterdam
In India the official Sponsors of the 1996 Cricket World Cup
In England, main sponsor of The Football League
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IN FILM BRANDING
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BRAND AMBASSDORS
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ADVERTISMENTS
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ADVERTISING
1. first advertised as a remedy for headaches and exhaustion
2. Songs used in coca cola commercials have become popular.
3. They use catchy mottos such as: “Adds a refreshing relish to every form of
exercise”
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Coca-Cola Recognition
• Coca-Cola is recognized by 94% of the world’s population
• Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day
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As posters
As books
As clockOn Christmas
On apparels
On calendars On dolls
Home decorating
furniture
Salt and pepper shakers
Music cd’sOn trays
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BUYING HABITS from the side of customers
IMPULSE PURCHASE
BRAND LOYALITY
RECOGNISION OF SUB-
CATEGORIES
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COMPANIES PROSPECTIVE
Continuous availability of the product
On different occasions, same product is offered at different prices
Price and packaging must match the occasion
Value and perception of customers changes acc. to the occasion
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thank you Presented
byTasmeen Poojavarsha
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