Transcript Power Point

THE COKE SIDE OF LIFE
GROUP MEMBERS
Ali Rafaqat
Naveed Ahmed
Kashif Ali
Muazzam Ali
Presenting to:
Professor
Aslam Masood
HISTORICAL BACKGROUND
 TYPE
 MANUFACTURING
 COUNTRY OF ORIGIN
 INTRODUCTION
 RELATED PRODUCTS
World’s Largest soft drink company
 More than 160 brands
 Serves over 200 countries
 48 percent share in world market
 44 percent share in US market
INVENTER
 Dr. JOHN PEMBERTON
 Invented in 1886
 Sales increased 4000% in
1889 to 1890
Trade Secret
 Trade secret could be a formula, computer program
techniques, device, pricing information, customer
lists, or other non public information.
 Example of trade secret is coke formula
 Before 1991 we couldn't buy coke in India.
LOGO AND BOTTLE STYLE
BELIEFS
 There is much in our world to celebrate, refresh,
strengthen and protect. The Coca-Cola Company is
a vibrant network of people, in over 200 countries,
putting citizenship into action. Through our actions
as local citizens, we strive every day to refresh the
marketplace, enrich the workplace, protect the
environment and strengthen our communities.
MISSION
 TO REFRESH THE WORLD
 TO INSPIRE MOMENTS OF OPTIMISM
 TO CREATE VALUE AND MAKE A DIFFERENCE
ELEMENTS OF GLOBAL MARKETING MIX
 PRODUCT
 PRICE
 PLACE
 PROMOTION
PRODUCT
 Product
 Consumer Products
Convenience products
II. Shopping products
III. Specialty products
IV. Unsought products
I.
Product Brand and Line
 Brand
 Brand positioning
 Product line
 Line extension
 New Brand
LINE EXTETION
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Diet Coke
Cherry Coke (1985)
Coca-Cola C2 (2004)
Coke with Lime (2004)
Coca-Cola Zero (2005)
Coca-Cola BlāK
Sprite
Sprite zero
Fanta
3G sprite
NEW BRANDS
 Mineral water
 Energy drinks
 Sports drinks
 Syrups
Product Life Cycle
 Product Development
 Introduction Stage
 Growth Stage
 Maturity Stage
 Decline Stage
PRICE
 VALUE PRICING
 Offering a reasonable price for a product
 Coca cola provides sufficient quantity and quality at
a fair price
 COMPETITION BASED PRICING
 Setting price based on what competitors charge for
the similar products
 Coca cola keeps in mind what their competitors are
charging
PRICE
 PRICING STRATEGIES
 Market skimming pricing
 Market penetration pricing
 Coca cola is holding a large share in market due to
their reasonable prices
 PROMOTIONAL PRICING
 Sometimes used by coca cola to increase their short
term sales and to maintain their strong image.
PRICE
 PRICE OF COCA COLA
 Coca cola

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250 ml
Coca cola
500 ml
Coca cola
1 Litre
Coca Cola
1.5 Litre
Coca Cola Can 300ml
Rs 10
Rs 20
Rs 30
Rs 45
Rs 25
PLACEMENT
 Placement
Placement is form of
advertising in which
brand name, product
packaging, signs and
corporate logos are
intentionally mentioned
in motion pictures.
PLACEMENT
 Marketing Channels
Direct Channel
ii. Indirect Channel
 Channel Conflicts
 Media Concepts
i. Reach
ii. Frequency
i.
PROMOTION
 Promotion
 How Coca Cola Conveying Promotion Message
 Focus on every Group of Customer
PROMOTION MIX
 Advertising
 Sales Promotion
 Public Relationship
 Personal Selling
 Direct Marketing
Promotion Mix
Advertising:
Any paid form of
non-personal
presentation
and promotion of ideas,
goods and services by an
identified sponsor is
known as advertising.
PROMOTION MIX
2. Sales promotion:
Short term incentives to increase the sale.
Some consumer tools follow by coke:
i. Premiums
ii. Advertising specialty
PROMOTION MIX
3.Public Relationship:
It means to build good relations with companies,
public and customers.
4.Personal Selling:
Door to Door selling is known as personal selling.
5.Direct Selling:
Direct communication with customer through
phone, fax, mail and internet.
CONCLUSION
QUERRY SECTION
THANK YOU