Coke Project for MM

7/30/2019 Coke Project for MM

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Presented by :-

Prachi HungekarVanita ShindeVijay Auti

Vishal GujarMohan Raj Mani

Submitted to :- Prof. Jigar Manek


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The History Coca-Cola was invented in May 1886 by Dr. John S.

Pemberton in Atlanta, Georgia.

The name 'Coca-Cola' was suggested by Dr.Pemberton's bookkeeper, Frank Robinson. He kept thename Coca-Cola in the flowing script that is famoustoday.

The trademark "Coca-Cola" was registered with theU.S. Patent and Trademark Office in 1893, followed by"Coke" in 1945. The unique contour bottle, familiar toconsumers everywhere, was granted registration as a

trademark by the U.S. Patent and Trademark Office in1977, an honor awarded very few packages.


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Introduction Coca-Cola Company is the world's largest

nonalcoholic beverage company.

It offers a portfolio of world class quality sparklingand still beverages, starting with Coca-Cola andextending through over 400 soft drinks, juices, teas,coffees, waters, sports and energy drinks that refresh,

hydrate, nourish, relax and energize.

Within our more than 400 brands are nearly 2,400beverage products. Four of the world's top-five soft-drink brands are ours: Coca-Cola, Diet Coke, Sprite

and Fanta. Thums Up and Limca, which areformulated to appeal to local cultures and lifestyles.


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Few Highlights

139600 employees globally. 125 yrs in business and still growing.

49 consecutive years of increased dividend.

200+ countries where our beverages are sold.


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Mission

To refresh the world... To inspire moments of optimism and

happiness...

To create value and make a difference.


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Vision Our vision of the Coca-cola company is to lead

beverage revolution in the world and provide its

consumer quality beverages at affordable price.

To inspire people through our best brands and our

actions.

To increase productivity. Our main vision is We should be the best beverage

manufacturer in the world


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Objectives The aim and objective of CocaCola

Enterprises is to be the best beverage salesand customer Service Company.

To never let our high standards of qualityfail.

To create high visibility of Coca-cola. To make Coca-cola Favorite brand among

youth.

To increase sales.


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Thanda matlab Coca cola!!! The main intention behind coming up with

this new tag line Thanda matlab Coca Colawas to cover up the rural population of India.

In rural India majority of the population usethe term Thanda (chilled) to address any

general soft drink.

So we had a aim to create this mentality ineveryone's mind that when its Thanda its CocaCola and nothing else.


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Brands of coca cola


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Key features for success

One of the key feature of coca colas success is

that it is very much customer friendly. we never try to change customers according

to our products but we try to change ourproducts according to customers needs.

For exThums up was specially designed forIndian audience as the wanted a product withmore fizz.


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Segmentation Geographic segmentation: It is available

through out India and cover almost allareas like Rural, urban, and Metropolis.

Demographic Segmentation- Suitable forany age group.

Psychographic- Cover almost all class likeMiddle class, Lower class, Upper class. Segmentation based on

Situation:Birthdays, Anniversary, New

year parties, Reception parties etc.


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Target Market Focus on needs of The Coco Cola Company

consumers, customers and franchise partners Get out into the market and listen, observe andlearn

Possess a world view

Focus on execution in the marketplace everyday Be insatiably curious The Coca-Cola Company when advertising has

a primary target market of those who are 13-24, and a secondary market of 10-39.


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Positioning Coca-Colas brand personality reflects the positioning

of its brand.

Positioning is in the mind of the consumer and can bedescribed as how the product is considered by thatconsumer.

Many people see Coca-Cola as a part of their daily

life. This affinity between the brand and the consumerleads to a high degree of loyalty and makes thepurchasing decision easier. Brand positioning guideswhat will be communicated in the companysadvertising, while the character statement guides

how a message should be delivered or put across.


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Differentiation Differentiation is nothing but the quality which differs

our product from other similar product available inthe market

Coca cola is different product from other productbecause it uses the formula which was used since thetime the drink was introduced.

The formula used is one of the most famous top secretin the world.


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Marketing Mix


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Competitors


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Market Share


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Product life cycle


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Product life cycle (Contd.)When the product is introduced , sales will e low until customers

become aware of the product and its benefits. During this stagethe primary goal is to establish a market and build primary

demand for the product class.

Growth stage is a period of rapid revenue growth , Sales increase asmore customers become aware of the product and benefits.During this stage main goal is to gain consumer preference andincrease sales.

The maturity stage is the most profitable stage. While sales continueto increase at slower pace. The main goal at this stage is tomaintain the market share .

This is a stage where the sales begin to decline as the market becomes

saturated or the customers taste changes. And we reach a pointwhere no more profits can be made.


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BUYING BEHAVIOUR


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Coke Project for MM

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