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
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
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