Professional Documents
Culture Documents
SUBMITTED TO
SIR TANVEER AHMED NAVEED
SUBITTED BY
AWAIS ANWAR
14171521-023
SANIA SHEHZADI
14171521-041
AMNA ZAFAR
14171521-008
MARYAM
14171521-033
COCA COLA
Presented By::
INTRODUCTION
The Coca-Cola Company is the world's
largest
beverage company.
marketer of
non-alcoholic beverage.
flagship product
Coca-Cola invented by pharmacist John
Stith
Pemberton in 1886.
Cont.
The Coca-Cola formula and brand was
HISTORY
in fountain drinks.
The bottling system business began in 1899.
Cont.
The Company offered its stock to the public
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
SWOT Analysis
Strength
Worlds leading brand.
Large scale of operations.
Strong supply chain management system
Weakness
Unable to differentiate itself from Pepsi.
Opportunity
Growing bottled water market.
Untouched markets.
Acquisitions Intense competition.
Threats
Intense competition with competitors.
Intense price competition.
Dependence on bottling partners.
Sluggish growth of carbonated beverages.
Coke
Sprite
Fanta
Diet coke
Coke classic
Maaza
Thums-up
Georgia
Kinley
Major Competitors
Pepsi
Slice
Mirinda
Mountain Dew
7up
Nimbooz
Aquafina
Sales Growth
Brand
Equity
Brand equity is difficult to measure because much of it
depends on consumers' perception and opinions of a
brand. 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. They are also successful at attracting
new customers who have heard of the brand through
successful marketing or word of mouth.
Coca-Cola's brand equity is difficult to measure
because they have extended their brand to include
numerous products. In addition to the numerous of
versions of Coca-Cola worldwide that compete against
other beverage brands, Coca-Cola competes with
itself. Nationally there are numerous versions / brands
that are a part of the Coca-Cola family. Some of the
brands include Coca-Cola Classic, Dasani Water, Full
Throttle, Fanta, and Soy Products.
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. The brand
definition is the formal description of what
the brand stands for within different
description categories - its personality, its
values, its stories, its emotional benefits etc..
The brand proposition is the 'deal' the brand
is offering you at any given moment
Brand Positioning
Advertising
International Coca-Cola
In Hong-Kong, heated
Coke in Space
In July 1985, Coke
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
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