COKE Presentation
COKE Presentation
COKE Presentation
Establish in 1886
In Atlanta
2009 Brrrrrrrrrrr…..
Strength (Quality)
Opportunities Threats
-many successful brands to pursue -changing health-consciousness
-advertise its less popular products attitude
-buy out competition -legal issues
-More Brand recognition -Health issues
-competition (Pepsi)
Competitors:
OTHER COMPETITORS
Mass Marketing
Segmented Marketing
Marketing Mix of Coca-Cola:
Product
Price
Place
Promotion
Product:
Product Range
Coke
Sprite
Fanta
Diet coke
3G
Kinley
Minute Maid
Product:
Bottle sizes
SSRB
LRB
NRB
PET 1.5
PET 2.25
CANS
Product:
Packaging
Coca Cola’s goal is to advance a
packaging framework in which
packaging is no longer seen as waste, but
as a valuable resource for future use.
Introducing PlantBottle™. The next step
in the sustainability journey
Product:
Levels of product
Core product
fulfills the thirst
Actual product
Design
Quality
Brand Strategy
Brand
Existing New
➢ LINE EXTENSION
For example if Coke introduces new flavors and package size.
➢ BRAND EXTENSION
Brand extension means using a successful brand name lets
say Coca-Cola and then launching new product for example
cherry coke
➢ MULTI-BRANDING
For example Coca-Cola not only introduced coke as a brand
but also sprite and Fanta
➢ DIVERSIFICATION
Coca-Cola has not adopted yet
Price:
Price
Regular bottle 13
Non returnable or disposable bottle 30
1.5 liter bottle 65
2.25 liter bottle 85
Coca Cola can 40
Pricing Strategy
Different in Summer
Different In Ramadan
Different In Competition
Place:
Availability
Direct selling
In direct selling they supply their products in shops
by using their own transports. They have almost
450 vehicles to supply their bottles
Indirect selling
Through whole sellers and agencies
Place:
Vizi cooler
Freezers
Display racks
Free empty bottles and
shells for bottles
Place:
Market Segmentation
Segment size
Segment growth
Segment structural attractiveness
Place:
Geographic Segmentation
Climatic
Locally
Place:
Demographic Segmentation
Age
Family Type
Income
Promotion:
Coca-Cola enjoys
Always Coca-Cola
Kha lay pee lay jee lay Coca-Cola
Maza zindgi ka Coca-Cola
Geo Coke zindagi
Very Brrrr hai coke zindagi
Promotion:
PROMOTION STRATEGIES
Getting shelves
Eye Catching Position
Sale Promotion
Promotion:
PUBLICITY
Print media
Pos material
(Point of sales material)
TV commercial
Billboards
Promotion:
Prize Schemes
Coca-Cola glasses
Bicycles
TV
Promotion:
Ramadan offer
Eid offer
Buy one get one free
Anniversary offer
Independence Day offered
Promotion:
At center point.etc
Promotional campaigns:
CCI is doing
responsible marketing
through ads by providing
a public service message
such as in USA CCI has
started a campaign to save
the Polar Bears before
they become instinct
Conclusion & Recommendations: