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1. Company profile The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton.

Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world. Mission Statement The Coca-Cola Company's mission statement is: `Remind Coca-Cola is the read thing', but their motto now has changed to `To benefit and refresh everyone who is touched by our business.' Also Coca-Cola would hope to provide the best quality drink for everyone, all the employees working for them being at their top and fulliest. 2. Product line Did you know that the Coca-Cola Company offers a portfolio of more than 3,500 products in over 200 countries? From Inca Kola, a sparkling beverage found in North and South America, and Samurai, energy drink available in Asia; to Vita, an African juice drink, and BonAqua, a water found on four continents, Coca-cola Company product variety spans the globe!

Here are some major Coca Cola Products in USA: Dasani water, Fanta, Powerade, Sprite, Flavored Cokes such as Cherry, Vanilla and many more, Barqs Root Beer, Fresca, Mr. Pibb, Nestea, Minute Maid, Bacardi Mixers Fruitopia, TaB, Tahiti Treat, Mello Yello, Splice, & Mexican Coke.

This is of course just a partial list as there are literally hundreds of beverages included in

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Basically the Coca-Cola Company made 7 types of drink for the world: First Energy drinksfor those with a high-intensity approach to life, there brands of energy drinks contain ingredients such as ginseng extract, guarana extract, and caffeine and B vitamins. Juices/juice drinksthey bring innovation to the goodness of juice in their more than 100 juices and juice drink brands, offering both adults and children nutritious, refreshing and flavorful beverages. Soft drinkstheir dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the original Coca-Cola to most recent introductions, soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industry. Sports drinkscarbohydrates, fluids, and electrolytes team together in our sports drinks, providing rapid hydration and terrific taste for fitness-seekers at any level. Tea and coffeebottled and canned teas and coffees provide consumers' favorite drinks in convenient take-anywhere packaging, satisfying both traditional tea drinkers and today's growing coffee culture. Watersmooth and essential, their waters and water beverages offer hydration in its purest form. Otherso much more than soft drinks, their brands also include milk products, soup, and more. So you can choose a Coca-Cola Company product anytime, anywhere, for nutrition, refreshment or other needs. Those are the normal sell products and also let me introduce to you some limited edition collection around world. Diesels 55DSL and Coca-Cola Zero encouraged Japanese designers to create new looks for the limited edition of the contour bottles, dedicated to the XV Anniversary of the brand.There were more than 600 entries, but only 15 designs appeared on the bottles. Before the opening of the 29th Olympiad in Beijing, CCNA will release limited edition cans and FridgePacks bearing the familiar Coca-Cola logo in different languages

including Ethiopian, Russian, Thai and Mandarin, as well as English. It will be the first time the Coca-Cola script has appeared in different languages in the US, with new designs being released every two to three weeks. Special 20oz (591ml) Coca-Cola bottles will also feature labels with multiple languages including those of Bangladesh, China, Egypt, Georgia, Israel, Korea, Nepal and Sri Lanka. To link US consumers with the approaching Summer Games, collectable packaging and in-store materials will feature a Six Pack of athletes: Olympic gold medallists Natalie Coughlin (swimming), Steven Lopez (taekwondo), and Sanya Richards (track and field); Olympic competitors LeBron James (basketball) and Andy Potts (triathlon); and Olympic hopeful Shawn Johnson (gymnastics). This favorite drink of women has called upon the genius of Karl Lagerfeld to dress the Coca-Cola light aluminum bottle. The designer lends his inimitable style and his unmistakable silhouette to the chic lines of the bottle, all in a special limited-edition box, accompanied by a bottle-opener hidden in a drawer. Italian designer Roberto Cavalli designed Coca-Cola Light limited-edition bottles which come in three seductive, feminine styles, sold in Italy from September to December. Eight iconic Italian feminine fashion designers Donatella Versace, Alberta Ferretti, Anna Molinari (Blumarine), Veronica Etro, Silvia Venturini (Fendi), Consuelo Castiglioni (Marni), Angela Missoni and Rossella Jardini (Moschino) unveiled their limited edition collection of Coca-Cola Lights stylish bottles as a part of Tribute to Fashion project, which aims to raise funds in order to support women who suffered from the earthquake in Abruzzo this April. 3. Direct competitor

Why Coca-Cola and not Pepsi ? Certainly, one of Coke's biggest long-time competitors is PepsiCo.

Pepsi, the largest snack and non-alcoholic drink producer in the U.S. manufactures and distributes a number of well known brands such as Pepsi, Gatorade, Tropicana, Quaker Oats Company and Frito-Lay. The rivalry between Coca-Cola and Pepsi is legendary. The Coke vs. Pepsi conflict raged on for decades across the countries on supermarket shelves, fast food restaurants and the like. Coke always held the bigger market share in this area. But at times, Pepsi fueled by smarter and more aggressive advertising campaigns moved ahead. Coca-Cola versus Pepsi seems to be the eternal battle that will never find its end. But what makes us choose Coke instead of Pepsi ? Which are the particularities of CocaCola drinks ? 1. Taste - Sweetness

First of all, is about the taste. Basically, both products, Coke and Pepsi, taste similar. Nevertheless, some people claim that Coca-Cola tastes better and the others say that Pepsi is a lot much more affordable. The taste is different associated with the differences of the ingredients and proportions they put within their formula for it. Pepsi tastes sweeter than Coke. While this often makes consumers initially like the product more than Coke, people have reported that it is less enjoyable the more they drink it. Coke's flavor, which is slightly more bitter and less sweet, is easier to drink over long periods of time. So consumers are more likely to order a second Coke in a sitting than they are a second Pepsi. Here is a comparison chart between Coca-Cola and Pepsi:

2.

More Emotional Branding

Many of the big Coke advertising campaigns involve warm and fuzzy imagery: A jolly Santa Claus, adorable polar bears and nostalgic paintings. Studies have shown that these types of images cause people to feel more warmly toward Coke and thus be more likely to reach for the red cans instead of the blue ones at the store 3. More High Profile Marketing Campaigns

With highly visible spots on top-rated shows like "American Idol" and the Superbowl, Coke gets its brand in front of more people. In the last few years, Pepsi has opted for less traditional campaigns that have not had huge payoffs. 4. The World Loves Coke

Most of Coke's business is done outside of North America. Pepsi does not have as strong of a hold in the rest of the world. As the bottom line conclusion, the battle of Coca-Cola versus Pepsi does not seem to have the end. It is like they are arch enemies for each other. However, some facts have proven that Coca-Cola is still leading because the sale of the product is higher than Pepsi.

4. Marketing strategies and marketing mix

Product The Coca-Cola Company's products include beverage concentrates and syrups, with the main product being finished beverages. The business has over 300 brands of beverages around the world with the main ones being Coke, Fanta, Lift, Sprite, Frutopia 100% Fruit Juice, and PowerAde. The Coca-Cola Company packages its beverages into plastic bottles of sizes 2 litres, 1.25 litres, 600mL and 300mL. These are also available in aluminium cans of 375mL. CocaCola is the most well known trademark, recognised by 94 per cent of the world's population. The business is very successful and holds a very good reputation.

Marketing strategies for product The Coca-Cola Company uses marketing strategies to differentiate its product from its competitors to gain a competitive advantage. These are listed in the table below. Extension/product differentiation In 2002, the Coca-Cola Company extended the products of Coke and developed the new products Coke with lemon and Vanilla Coke. This extension responded to consumer demands and generated sales and profit. Innovation In 2001, Coca-Cola had innovated and developed the introduction of purchasing the company's products from vending machines via SMS messaging.In 2002, the company innovated and came up with a new packaging idea, the Fridge Pack. The Fridge Pack consists of cans packed 2-by-6. This innovation has increased consumer awareness and preference and increased the rate of consumption and profitability. PriceThe prices of Coca-Cola's products vary according to the brand and the size Pricing Methods/Pricing strategies The Coca-Cola Company's products are sold in retail stores, convenient stores, petrol stations etc. The pricing methods/strategies are set by those the company sells to. Petrol stations and convenient stores usually sell Coca-Cola products at a fixed price. However, retail outlet uses pricing methods and pricing strategies when selling CocaCola products. Competition-based pricing Coca-Cola products are usually priced below, above or equal to its competitors' prices.For example, during Easter (2003) sale periods (Coca-Cola vs. Pepsi):

Coca-Cola soft drinks 2L - $1.68, Pepsi soft drinks 2L - $1.87 Coca-Cola soft drinks 375 x 18 - $9.98 Pepsi soft drinks 375 x 24 - $9.98 Discount price Coca-Cola products are often marked down during sale periods and special occasions. This will generate sales and increase profits. Meet-the-competition pricing the Coca-Cola products pricing are set around the same level as its competitors. Psychological pricing Most of the Coca-Cola products use this method of pricing. For example, for a pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98 instead of $10.00. This pricing strategy makes consumers perceive the products to be cheaper. Promotional strategies The business uses a range of promotional activities, shown in the table below. Promotional strategy Explanation of promotional strategy Advertising The Coca-Cola Company uses advertising as its main source of increasing consumer awareness. It mainly uses the television. There are many television advertisements on Coca-Cola products. This source allows the company's products to reach a large audience. The latest television advertisement for Coca-Cola soft drinks was the `You know you want it' advertisement. One of the older one are ` If you drink it, you get better of life'. The company also uses the radio as another source of advertisement. This is a cheaper source of approach compared to the television.

Recently, the company benefited from its involvement in the world's celebrated games such as the Olympics and the FIFA World Cup. Where millions were watching these games, the business had substantial advertising and promotions of the company's brands. Personal selling every year, the Coca-Cola Company has a highly trained sales team, which acts as a representative of the company to the retailers. This strategy helps to maintain service and product loyalty. It has been demonstrated by the business to be highly effective. Publicity In February 2003, Vanilla Coke was released to the media as a news brief outlining the huge profit achieved by the business (from the Sydney Morning Herald 14th February 2003). This helped The Coca-Cola Company to strengthen the image of the business's products. Place of distribution 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. Place strategies Indirect distribution The Coca-Cola Company uses intermediaries in its distribution. That is, the company does not sell its products directly to its consumers. Intensive distribution The Coca-Cola Company uses the intensive distribution strategy. The business's products are sold in almost every outlet including: retail outlets, small shops, restaurants, petrol stations, newsagents, schools, vending machines.

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