Coke final

BY RAHUL MEHTA

CONTENTS

• INTRODUCTION• MISSION,VISSION AND VALUES• BRANDS• RESEARCH AND THE SHIFT• SEGMENTATION AND TARGETING• THE MARKETING MIX(4PS)o PRODUCT AND PRICEo POSITIONING PROMOTION AND ADVERTISINGo Place

INTRODUCTION

• The Coca-Cola Company is an American multinational beverage corporation.

• Headquartered in Atlanta, Georgia.• The company is best known for its flagship product

Coca-Cola, invented in 1886• The Coca-Cola formula and brand was bought in 1889

• Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day

• Our Mission• To refresh the world...• To inspire moments of optimism and

happiness...• To create value and make a difference.

• Our Vision• People: Be a great place to work where people are inspired to be

the best they can be.• Portfolio: Bring to the world a portfolio of quality beverage

brands that anticipate and satisfy people's desires and needs.• 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• Accountability: If it is to be, it's up to me• Passion: Committed in heart and mind• Diversity: As inclusive as our brands• Quality: What we do, we do well

Marketing Research

Problems • plastic bottles• Glass bottles-have to wait• For older section-not healthy

MARKETING MIX

WHATS NEW???

• It's the first version of the family produced with stevia and sugar as sweeteners.

• It is a low-calorie version of Coca-Cola, having 36kcal/200mL.

• Compared to Coke which has 84kcal/200mL• 60% fewer calories than the classic version.• Comes in recyclable Bottles made from 30%

plant material.

ICE BOTTLES

ENJOY CHILLED

Happiness Machine

Coke Sprite

Coke Life

Fanta

Diet Coke

DEMOGRAPHIC:AGE: Coca-Cola Life segments the age group 13-60.Coca-Cola Life specifically target more young than older.FAMILY TYPE:. Coca-Cola Life introduces its economy pack and that’s how the focus family and groups.INCOME:. Coca-Cola Life segments different income levels by packing.

SEGMENTATION

PSYCHOGRAPHIC. All psychographics variables:-social classLifestylepersonality Coca-Cola Life segments everyone.But again its there packaging which is different for different consumers.

SEGMENTATION CONTINUED

BEHAVIORAL:

OCCASION:. Coca-Cola Life segments different occasions which are celebrated in the country.•culture of India•Benefits•Readiness stage•Attitude towards the product

SEGMENTATION CONTINUED

TARGET

•Coca-Cola targets every customer who is thirsty.•Main age group18-25. •Covers 40% of total age segment.

•COCACOLA LIFE•Differentiated- Healthy cola•Coca-Cola Life targets 13-60.•Mainly for students, family and during celebrations SOCIO ECONOMIC STATUS: Upper class and lower class

TARGET CONTINUED

Price

• 330ml can – 30• 500ml bottle – 44• 1l bottle – 60

• ICE BOTTLE• 200ml – 12

Promotion And Advertising

Believe in a happier tomorrow

Promotion

• Discounts• Free Samples• Other promotional activities

• Budget for Promotion is approx – 30Cr

ICE BOTTLES

Advertising

We shared We Celebrated

Advertising Cont

In the process made lives happyWhat about the future???

Coca-Cola lifeBelieve in a happier tomorrow

Advertise(Social media)

Advertising

Video• Television• YouTube adsOutdoor• Hoardings

PRINT• Newspapers• MagazinesAudio• Radio

Budget for Advertising is approx 90 crore

Place

Normal• Local Markets• Super Markets• Shops• Petrol pumps

Vending Machine• Stadiums• Shops with high sales• Colleges• Beaches• Parks

THANK YOU FOR LISTENING !

ANYQUESTIONS