ADVERTISMENT pp Viacheslav Lozynskyi Presented By: INTRODUCTION The

ADVERTISMENT

pp Viacheslav Lozynskyi Presented By:

INTRODUCTION The Coca-Cola Company is the world's largest beverage company. largest manufacturer, distributor and marketer of non-alcoholic beverage. The company is best known for its flagship product Coca-Cola invented by pharmacist John Stith Pemberton in 1886.

Cont. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. The company operates a franchised distribution system dating from 1889 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 Coca-Cola Enterprises established in 1986. ByAtlanta pharmacist Dr. John Pemberton He began to produce Coca-Cola syrup for sale in fountain drinks. The bottling system business began in 1899.

Cont. The Company offered its stock to the public on November 21, 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group. In 1992 sales climbed to 1.4 billion, and total revenues were $5 billion.

Marketing Objectives To increase the market shares in the upcoming years. To increase awareness of the product on the market. To survive the current market war between competitors. To increase the size of the worldwide Coca Cola enterprise by 10%.

Marketing strategy Availability. Aggressive Advertising. Dual distribution plan. Quality. Catchy taglines Trendy Packaging

Key Success Factors Marketing Innovation Globalization

Major brands of coca cola Coke Sprite Fanta Diet coke Coke classic Maaza Thums-up Georgia Kinley

Major Competitors Pepsi Slice Mirinda Mountain Dew 7up Nimbooz 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 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. 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 Consumer demand drives everything we do. Brand Coca Cola is the core of there business. We will serve consumers a broad selection of the nonalcoholic ready-to–drink

Cont. beverages they want to drink through out the day. We will be the best marketers in the world. We will think and act locally. 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