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The coca-cola company background
Introduction marketing strategies of coca cola
Introduction marketing strategies of coca cola
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John Pemberton was a pharmacist who developed an early version of the soda drink. His expensive addiction to morphine made him desperate to make money. This led him to sell his rights to the drink shortly before he died. The production of Coca Cola led to the creation of bottling plants and factories which provided individuals with jobs where they could work to earn a living. Conditions for people working in the factories (depending on
Coca-Cola Co. v. Koke Co. of America, 254 U.S. 143 (1920) U.S. Sup. Ct. Facts: 1886 marked the invention of a caramel-colored soft drink created by John Pemberton. Coca-Cola got its name after two main ingredients, coca leaves and kola nuts. The Coca-Cola Company is suing Koke Company of America from using the word Koke on their products. They believe Koke Company of America is violating trademark infringement and is unfairly making and selling a beverage for which a trademark Coke has used.
PORTER’S ANALYSIS New Entrants: In general, there are few barriers to entry in the smoothie industry, which would make this force very strong. • Economies of Scale: There are no considerable decreases in average costs as output increases. Smoothies are generally high margin products, which means that new companies could be profitable without having to sell too many products. • Capital Requirements: In the smoothie industry, there are few fixed assets that would need to be purchased in order to operate.
Coca-Cola Company has been a part of the United States history since 1885, when the soft drink was first produced. Many citizens of the U.S identify Coke with the United States because of this, but there has been somewhat of a disinclusion with other ethnicities in Coca-Cola advertising. In fact, in 2004,
Table of Contents C: UsersKiran MCDesktopMarketingProject.docx - _Toc406225013 OREO INTRODUCTION 2 MARKET SHARE AND SIZE 2 SITUATIONAL ANALYSIS 2 PESTEL ANALYSIS 2 OREO SWOT ANALYSIS 3 STP ANALYSIS OF OREO 4 MARKETING MIX OF OREO 4 MARKETING STRATEGY IN BRIEF 4 COMPETITOR ANALYSIS 5 MAJOR COMPETITORS 5 STRENGTHS AND WEAKNESS OF COMPETITORS 5 PRODUCT COMPARISON 6 OREO-
Because of these new technologies, Coca-Cola 's production volume has increased sharply compared to that of a few years ago. 2.2.3 Key Strategic Objectives and Challenges • Acquisition targets in developed markets: Coca-Cola already has strong penetration in major soft drinks markets, which typically offers limited acquisition opportunities due to market consolidation. Much of the future volume growth is likely to come from secondary markets such as Vietnam and Indonesia. Coca-cola may be better advised to set its sights on larger acquisition targets in untapped regions such as the Middle East and Africa and some secondary markets. • Diet Products
Weaknesses: First, Jamba Juice’s initial surge in store openings, coupled with mismanaged growth patterns, placed a strain on the company’s cash reserves. Second, a further lack of financial discipline within the company allowed for huge increases in operating expenses. Third, although Jamba Juice initially gained popularity due to innovative products, their product offerings quickly became outdated and unexciting. Fourth, the seasonality of cold drinks created stagnant revenue during Fall and Winter months. Fifth, Jamba Juice initially relied on word-of-mouth advertising, but failed to create a viable marketing strategy as they expanded nationwide.
HISTORY & BACKGROUND OF COCA COLA The Coca Cola company is known as one of the world’s largest carbonated soft drinks company that began before World War II. It is an American-based company found in 1886 by an Atlanta pharmacist. Dr. John S. Pemberton created the formula of French Wine Coca, which is known as Coca Cola now and introduced the carbonated soft drink as a patent medicine at first. The beverage became more noticeable when Frank M. Robison, Dr. Pemberton’s partner changed the product name and created the famous script logo, which he believed that will attract customer in advertising.
For the Coca-Cola, recognized its brand to be the best global brand around the world. Nevertheless, PepsiCo still working hard and catching up right behind the Coca-Cola, become the biggest rival for Coca-Cola in non-alcoholic drink industry. So what are the competitive advantages these both companies do have, let us discuss. 4.1 Distribution Method Coca-Cola conquer the market by having a very extensive distribution through partnership with bottling partner. Hindustan Coca-Cola Beverages Pvt. Ltd, is the largest bottling partner of the Coca-Cola Company in India, by owning 24 bottling plants at strategic location in various states widely covered across India, has an extensive distribution system spanning more than a million outlets.
But with the changing tastes of consumers, it has expanded its menu which now includes salads, fish, wraps, smoothies, fruits and seasoned fries. The Coca-Cola Company, makers of coke, sprite, fanta, diet coke, coca-cola zero etc. The coca-cola company operates/sells beverages in more than 200 countries around the world. The most popular and selling drink of the company around the world is coke.
Department of Management Studies Marketing Assignment-1 on Nescafe Submitted by Arpit Gupta MS14A017 Table of contents Contents Table of contents 2 Introduction 3 BRAND 3 About product in WORLD 3 NESCAFE IN INDIA 3 The 4 P’s applied to Nescafe 4 Product 4 Promotion 4 Price 5 Place 5 SURVEY ANALYSIS 5 SEGMENTATION , TARGETING AND POSITION OF NESCAFE 6 Segmentation 6 Targeting 7 Positioning 7 COMPETITORS 8 PRODUCT LIFE CYCLE 8 SWOT ANALYSIS OF NESCAFE 10 BIBLOGRAPHY 10 INTRODUCTION BRAND Nestle is a Swiss based multinational food and beverage company Nestle was founded in the year 1867 by Henri Nestle (German Pharmacist) in Switzerland.
ABOUT THE SOFT DRINK INDUSTRY: The term "soft drink" refers to all types of nonalcoholic, carbonated, sweetened, flavored beverages. Nonalcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks are available in glass bottles, aluminum cans; PET bottles are disposal containers can be divided into carbonated and non-carbonated drinks. Soft drinks are being manufactured since so long. There are various flavors in soft drinks that are lemon, orange, mango and cola.
Coca-Cola Company is one of the premier global consumer brands. The company has been around for a century and has been growing constantly. Today Coca-Cola manufactures more than 500 sparkling and still brands that are sold in more than 200 countries around the world. Coca-Cola’s main competitor is Pepsi. Therefore,
Coca Cola was first introduced by John Styth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today.
1.2. Product Differentiation This refers to differentiation that aspires to make a product more attractive by contrasting its unique qualities with other competing products (Investopedia, 2015:1), as in the case of Coca-Cola, other soft drink brands. Successfully adopting this strategy would have a company gaining a competitive advantage, as the customer would then view the product as unique or superior. This is what coca cola has managed to do, and has managed to do it on a scale that is globally unique, and globally recognized.
