Скачать презентацию ADVERTISMENT pp Presented By Viacheslav Lozynskyi
Coke.ppt
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Скачать презентацию ADVERTISMENT pp Presented By Viacheslav Lozynskyi
Скачать презентацию ADVERTISMENT pp Presented By Viacheslav Lozynskyi
ADVERTISMENT
pp Presented By: Viacheslav Lozynskyi
INTRODUCTION Ø The Coca-Cola Company is the world's largest beverage company. Ø largest manufacturer, distributor and marketer of non-alcoholic beverage. Ø The company is best known for its flagship product Ø Coca-Cola invented by pharmacist John Stith Pemberton in 1886.
Cont. Ø The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Ø The company operates a franchised distribution system dating from 1889 Ø where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.
HISTORY Ø Coca-Cola Enterprises established in 1986. Ø By. Atlanta pharmacist Dr. John Pemberton Ø He began to produce Coca-Cola syrup for sale in fountain drinks. Ø The bottling system business began in 1899.
Cont. Ø The Company offered its stock to the public on November 21, 1986. Ø In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group. Ø In 1992 sales climbed to 1. 4 billion, and total revenues were $5 billion.
Marketing Objectives Ø To increase the market shares in the upcoming years. Ø To increase awareness of the product on the market. Ø To survive the current market war between competitors. Ø To increase the size of the worldwide Coca Cola enterprise by 10%.
Marketing strategy Ø Availability. Ø Aggressive Advertising. Ø Dual distribution plan. Ø Quality. Ø Catchy taglines Ø Trendy Packaging
Key Success Factors Ø Marketing Ø Innovation Ø Globalization
Major brands of coca cola Ø Coke Ø Sprite Ø Fanta Ø Diet coke Ø Coke classic Ø Maaza Ø Thums-up Ø Georgia Ø Kinley
Major Competitors Ø Pepsi Ø Slice Ø Mirinda Ø Mountain Dew Ø 7 up Ø Nimbooz Ø Aquafina
MARKET SHARE BY AREA
Brand Equity When a product has high brand equity they are successful at retaining their current customers by keeping them satisfied with the quality of products and service.
Brand identity The brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are in the right place.
Brand Positioning The location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as "value for money" or "age of consumer" etc. ” 5 main factors that go into defining a brand position. 1. Brand Attributes 2. Consumer Expectations 3. Competitor attributes 4. Price 5. Consumer perceptions
Advertising • Coke was first advertised as a remedy for headaches and exhaustion • Coke has been advertising on television for 50 years. • Songs used in coca cola commercials have become popular. • They use catchy mottos such as: “Adds a refreshing relish to every form of exercise”
International Coca-Cola • In Hong-Kong, heated Coke is served as a cold remedy • Coke advertises 200 in countries around the world. • In Japan people use money chips on their cell phones to pay for drinks.
Coke in Space • In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger • A special space can was developed
Business Strategy Ø Consumer demand drives everything we do. Ø Brand Coca Cola is the core of there business. Ø We will serve consumers a broad selection of the nonalcoholic ready-to–drink
Cont. Ø beverages they want to drink through out the day. Ø We will be the best marketers in the world. Ø We will think and act locally. Ø We will lead as a model corporate citizen.
THANKING YOU
References: 1) http: //www. coca-cola. com 2)http: //www. artfile. ru/s. php? s=21 &f=3814
Скачать презентацию ADVERTISMENT pp Presented By Viacheslav Lozynskyi
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