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Presented by :Prachi Hungekar Vanita Shinde Vijay Auti Vishal Gujar Mohan Raj Mani

Submitted to :- Prof. Jigar Manek

The History

Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name 'Coca-Cola' was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He kept the name Coca-Cola in the flowing script that is famous today. The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office in 1893, followed by "Coke" in 1945. The unique contour bottle, familiar to consumers everywhere, was granted registration as a trademark by the U.S. Patent and Trademark Office in 1977, an honor awarded very few packages.

Introduction

Coca-Cola Company is the world's largest nonalcoholic beverage company.

It offers a portfolio of world class quality sparkling and still beverages, starting with Coca-Cola and extending through over 400 soft drinks, juices, teas, coffees, waters, sports and energy drinks that refresh, hydrate, nourish, relax and energize.
Within our more than 400 brands are nearly 2,400 beverage products. Four of the world's top-five softdrink brands are ours: Coca-Cola, Diet Coke, Sprite and Fanta. Thums Up and Limca, which are formulated to appeal to local cultures and lifestyles.

Few Highlights
139600 employees globally. 125 yrs in business and still growing. 49 consecutive years of increased dividend. 200+ countries where our beverages are sold.

Mission

To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.

Vision

Our vision of the Coca-cola company is to lead beverage revolution in the world and provide its consumer quality beverages at affordable price. To inspire people through our best brands and our actions. To increase productivity.

Our main vision is We should be the best beverage manufacturer in the world

Objectives

The aim and objective of Coca Cola Enterprises is to be the best beverage sales and customer Service Company. To never let our high standards of quality fail. To create high visibility of Coca-cola. To make Coca-cola Favorite brand among youth. To increase sales.

Thanda matlab Coca cola!!!

The main intention behind coming up with this new tag line Thanda matlab Coca Cola was to cover up the rural population of India. In rural India majority of the population use the term Thanda (chilled) to address any general soft drink. So we had a aim to create this mentality in everyone's mind that when its Thanda its Coca Cola and nothing else.

Brands of coca cola

Key features for success


One of the key feature of coca colas success is that it is very much customer friendly. we never try to change customers according to our products but we try to change our products according to customers needs. For ex Thums up was specially designed for Indian audience as the wanted a product with more fizz.

Segmentation

Geographic segmentation: It is available through out India and cover almost all areas like Rural, urban, and Metropolis. Demographic Segmentation- Suitable for any age group. Psychographic- Cover almost all class like Middle class, Lower class, Upper class. Segmentation based on Situation:Birthdays, Anniversary, New year parties, Reception parties etc.

Target Market

Focus on needs of The Coco Cola Company consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious The Coca-Cola Company when advertising has a primary target market of those who are 1324, and a secondary market of 10-39.

Positioning

Coca-Colas brand personality reflects the positioning of its brand. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. Many people see Coca-Cola as a part of their daily life. This affinity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier. Brand positioning guides what will be communicated in the companys advertising, while the character statement guides how a message should be delivered or put across.

Differentiation

Differentiation is nothing but the quality which differs our product from other similar product available in the market Coca cola is different product from other product because it uses the formula which was used since the time the drink was introduced. The formula used is one of the most famous top secret in the world.

Marketing Mix

Competitors

Market Share

Product life cycle

Product life cycle (Contd.) Introduction Stage

When the product is introduced , sales will e low until customers become aware of the product and its benefits. During this stage the primary goal is to establish a market and build primary demand for the product class. Growth Stage Growth stage is a period of rapid revenue growth , Sales increase as more customers become aware of the product and benefits. During this stage main goal is to gain consumer preference and increase sales. Maturity Stage The maturity stage is the most profitable stage. While sales continue to increase at slower pace. The main goal at this stage is to maintain the market share . Decline Stage This is a stage where the sales begin to decline as the market becomes saturated or the customers taste changes. And we reach a point where no more profits can be made.

BUYING BEHAVIOUR