Marketing management

PROJECT ON

COCA-COLA
 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.
 In 1891, Atlanta entrepreneur Asa G.
Candler had acquired complete ownership
of the Coca-Cola business, whose marketing
tactics led Coke to its dominance of the
world soft drink market throughout the
20th century. Within four years, his
merchandising flair helped expand
consumption of Coca-Cola to every state
and territory.
 Under Robert W. Woodruff six decades of
leadership , The Coca-Cola Company took
the business to unrivaled heights of
commercial success, making Coca-Cola an
institution the world over.
 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.
 Coca-Cola was the leading soft drink brand in
India until 1977 when it left rather than reveal its
formula to the government and reduce its equity
stake as required under the Foreign Exchange
Regulation Act (FERA) which governed the
operations of foreign companies in India 
 After a 16-years absence, Coca-Cola returned to
India in 1993
 Coca-Cola India started business, including new
production facilities, wastewater treatment
plants, distribution systems and marketing
equipment.
 Coca-Cola system has invested more than US$ 1
billion in India
 Coca-Cola is one of the country's top international
investors 
 MOTO
Everything we do is inspired by our
enduring mission:
 To Refresh the World... in body,
mind, and spirit.
 To Inspire Moments of Optimism...
through our brands and our actions.
 To Create Value and Make a
Difference... everywhere we engage.
 Vision
To achieve sustainable growth, we have established a vision with
clear goals.
 Profit: Maximizing return to shareowners while being mindful
of our overall responsibilities.
 People: Being a great place to work where people are inspired to
be the best they can be.
 Portfolio: Bringing to the world a portfolio of beverage brands
that anticipate and satisfy peoples’ desires and needs.
 Partners: Nurturing a winning network of partners and building
mutual loyalty.
 Planet: Being a responsible global citizen that makes a
difference.
 INNOVATION

 Manifesto represents the beginning of a journey which, will

never end. It is a foundation upon which will build sustainable
growth as each and every member of the Coca-Cola system
recognizes and invests in company’s rich long-term
opportunities, while also accepting a renewed responsibility
for meeting its short-term commitments.
 People - Coke inspires to be a great work
place, where people are inspired to be the
best they can be.
 Profits - Coke maximizes return to
shareholders while being mindful of overall
responsibility.
 Portfolio - Coke brings the global
marketplace beverage brands that anticipate
&satisfy people’s desire & needs.
 Partners - Coke actively nurtures a winning
network of beverage and bottling partners,
building mutual loyalty.
 Planet - Coke acts as a responsible citizen,
focus on environmental efforts making
making a difference wherever they engage.
BRANDS OF COCA COLA
 PRODUCTS
DESCRIPTION
The Rejuvenation division offers a range of drinks
designed to improve how people feel physically and
mentally. Products include ready-to-drink coffees,
teas and herbal beverages.

The Health & Nutrition division produces a range of

products to promote health and well being. In the US,
its products encompass Minute Maid Premium 100%
juices, Hi-C fruit drinks and Minute Maid Coolers.

The Replenishment division offers a range of water

products around the world. The division also produces a
range of energy drinks, such as PowerAde.
 Elsewhere in the world, the company has created
other products designed to meet the needs of local
consumers and communities. For example, in Chile, it
developed Bibo (Kapo) because mothers wanted a
healthy, noncarbonated drink for their children.
 Customers
Customers include large, international chains of
retailers and restaurants, as well as small,
independent businesses. Some of our
customers are major corporations as globally
familiar as the name Coca-Cola; others are the
corner market or the local pushcart vendor.
 CCI's rural marketing strategy was based on three A's -
Availability, Affordability and Acceptability.

 The company opted for a hub and spoke distribution system to

market in rural areas.( stock was transported from the
bottling plants to hubs and then from hubs, the stock was
transported to spokes which were situated in small towns.)

 Large trucks for transporting stock from bottling plants to

hubs and medium commercial vehicles transported the stock
from the hubs to spokes.stock from spokes to village retailers
the company utilized auto rickshaws and cycles.

 It made an investment of Rs 7 million to meet rural demand .

  Through its rural distribution initiatives, CCI was able to

increase its presence in rural areas from a coverage of 81,383
villages in 2001 to 1,58,342 villages in August 2003
    The three main ways are through innovation,
relations or reputation.  
 First of all innovation can be used. This may
certainly give coca cola competitive advantage
because it introduces a new product, which
many people will want to try
 People will like to purchase the commodity
even though price is high because no
substitutes are available. It may also give
coca cola brand loyalty which means
customers will stay loyal to them no matter
what happens. 
 Many of coca cola’s plastic bottles are
recycled and as a result less resources are
lost and costs decrease. This makes profits
increase.

 It attracts a new market segment

 This will mean they will have a higher revenue

increasing long term profitability.
  Another factor is marketing. This is a very
important factor for coca cola. In order for the
company to maintain its strong market position,
Coca Cola needs to continuously strengthen its
brand to maintain brand loyalty and positive
responses and differentiate itself
from its competitors
  If coca cola used strong marketing it may raise
barriers to entry, thus decreasing the threat of
new entrants to the industry. 
 Coca Cola's brand represents quality, taste and
excitement to the market, qualities that remain
unmatched by the company's competitors, thus
severely reducing any threat of being
substituted.
 The message that is conveyed through Coco
Cola's advertisements implies that no matter
what personality or what ever kind of
lifestyle someone has drinking cola boosts
their confidence as well as allowing them to
get pleasure from every day activities that
are considered as being dull. 

  This gives a bright, bubbly, lot of energy,

loving and not to mention lively atmosphere.
The white meaning a loyal, pure and
trustworthy company