Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. The cocacola comp cocacolaany, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. The coca cola company bachelors thesis in international business 74 pages, 1 page of appendices autumn 20 abstract the purpose of this thesis is to examine traditional medias content, history. May 10, 2019 the marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. Coke is one of the most recognizable brands in the world.
Mission statementour road map begins with our mission, which is continuing. The international empire of coca cola spans more than 200 countries. Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. Cocacola has effects on the teeth which is an issue for health care. Pemberton, coca cola was first offered as a fountain beverage at pharmacy by mixing coca cola syrup with carbonate water coca cola was patented by in 1887, registered as a trade mark in 1893 and by 1895 it was being sold in every state. The coca cola soft drinks that are available in retail outlets in enugu urban, was used on this study. Sep 08, 2018 bcg matrix in the marketing strategy of coca cola. The worlds largest beverage company, the coca cola company is owner or licenser of more than 500 nonalcoholic beverage brands. Pdf as a chandler founded the coca cola company back in 1886. This is a research report on project report of coca cola uploaded by vikas gupta in category.
Mar 11, 2015 the integrated components used by coca cola employed a mass media methodology which included television advertising, print media and banner ads. Coca cola uses competitive positioning strategy to be far ahead of its competitors in the market for soft drinks. Coca cola is the most well known trademark price competitionbased pricing. In 1985 the formula for coca cola was transformed and the coca cola. It ownslicenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, readytodrink teas and coffees, and energy. Coca colas pricing scheme is that the product cost is 45% of the total retail price. All documents marketing brand management section of our research repository. The analysis will begin with a brief background of the company including company mission statement and business objectives. You can view samples of our professional work here any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of uk essays. Analysis of the coca cola company 4605 words 19 pages. The company has a large product portfolio of sparkling and still beverages.
Marketing history market research in the beginning. The company and bottling partners are dedicated to the 2020 vision, a roadmap for doubling system revenues this decade, focused on five key areas. T1,t4,t5,s2,s4,s5,s6 coca cola s brand represents quality, taste and excitement to the market, qualities that remain unmatched by the companys competitors, thus severely. Swotanalysisclick here to read swot analysis of coca cola. On may 8, 2011 coca cola celebrated its 125 anniversary. Coca cola, the product that has given the world its bestknown taste was born in atlanta, georgia, on may 8, 1886.
Comparative analysis of cocacola company and pepsico. The effect of sales promotion on the marketing of cocacola. Coca cola which was invented in the late 19th century by john pemberton. Coca colas marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service. We collaborate with regional coca cola bottlers and suppliers in participating countries to build public health systems capacity in supply chain and strategic marketing by sharing the expertise and network of the coca cola system with the local ministry of health. Besides the popular coca cola and coke brands the business uses more than 500 brands in over 200 countries or. Background and history coca cola s history dates back to the late 1800s when atlanta pharmacist john pemberton mixed caramelcolored syrup with carbonated water to come up with a drink that many people at the time thought was different than anything theyve ever had. Cocacola is a carbonated soft drink sold in almost all the countries of the world.
The coca cola brand is globally valued and recognized. If coca cola used strong marketing with environment friendly attitude it may raise barriers to entry, thus decreasing the threat of new entrants to the industry. Dec 23, 20 coca cola is also the most valuable brand in the world. Effect of sales promotion on the marketing of coca cola. Project report on cocacola company and study of customer preference for cocacola brands with reference to cocacola india this report has been prepared with a specific purpose in mind. Coca cola is one of the most famous soda producers in the world.
According to one brand marketing campaign coca cola advertising via various channels will feature all four different brands of coca cola. Coca cola was invented on 8th may 1886 by dr john stith pemberton in georgia and the brand was owned in 1889 by asa candler who had made most of his money by selling coca cola. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. This stepbystep guide covers all aspects of the marketing plan with a coca cola example. Kartik dave page 1 project report on cocacola company and study of customer preference for cocacola brands with reference to cocacola india. Analysis of the coca cola company history coca cola enterprises incorporated, employees 66,199 operates, 444 facilities, 47,235 vehicles, 1. After colonel john pemberton was injured in war and addicted to morphine, he looked into ways to find a cure for the addiction and finally in 1886, the first nonalcoholic version of a french coco wine called coca cola was made. Coca cola has been facing problems in the operation department and because of that, to deal with this, they always try to identify the problems and refer or address the problems to the top executives of the organization. The lifecycle of coca cola research and product development coca cola was created in 1886 by dr. These bold steps taken by the coca cola marketing unit acclaimed them many acknowledgements across the board. Again the project will be very important to the researcher, academics, consumers and student that are involved in effect of sales promotion project, it serves as a guide for future sales techniques of coca cola brands of soft drink product. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Customers have used coca cola for tasks as monotonous as removing rust from metal to creating delicious desserts.
Marketing plan on marketing plan for cocacola marketing assignment coca cola is not a premiumpriced product, but it is comparatively expensive than other similar brands available in the market. Project report on coca cola company and study of customer preference for coca cola brands with reference to coca cola india project report on coca cola company submitted by. This study helps us in to understand the current status of company in rural market. In two years time, diet coke was the top selling diet soft drink in the world. Upcountry market under the guidance of name of guide. Traditional and social media marketing comparison case. The cocacola company the cocacola company is the worlds largest beverage company, refreshing consumers with more than 500 sparkling and still brands. This project is about to study any one of companies and one of that companys product according to marketing.
Pdf on feb 1, 2019, naama al tunaiji and others published coca cola strategy project find, read and cite all the research you need on researchgate. The coca cola company struggles with ethical crises. Coca cola is a globally recognized successful company. Responding to that criticism, the company announced in 2001 that it would scale back but not eliminate its educational marketing in the united states. Students have also found uses for coca cola in school science fair projects. Marketing mixclick here to read marketing coca cola. Pdf marketing management project on coca cola mian. Coca cola international strategic management project report. This was the first extension of the coca cola and coke trademark. It outlines the history and current scenario of the cocacola company globally and locally. Coca cola has come a long way using aggressive mass marketing strategies being the pioneers. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Again questionnaires were used as research instruments to supplement the information got through other sources. Coca cola case study introduction the purpose of this paper is to present a strategic marketing plan to identify and evaluate new business opportunities for coca cola amatil, a leading beverage manufacturer based in australia.
Being addicted to cocacola also is a health problem, because drinking of cocacola daily has an effect on your body after few years. According to ivestor, never before has this company been more perfectly poised for pioneering, with a global system far more capable and far stronger than just a few short years ago. Because of this, coca cola has come up with long term objectives. Introduction assessing the consumer behavior has always been a tricky matter for a marketer and whenever a company fails in its pursuit of excellence, it goes in retrospective to search for the reasons for failure and the first reason which appears on top of the list is consumer behavior. Project report on cocacola company and study of customer preference for cocacola brands with reference to cocacola india project report on cocacola company submitted by. Coca cola started as a cure for the addiction to morphine. The mission of the coca cola business, pro e pdf born 128 years ago in. He devised a syrup that was placed into a jug in order to be sampled at a local pharmacy in atlanta, georgia.
Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. The first part of the study takes us through the present state of affairs of the beverage industry and coca. The coca cola company is the largest drink company in the world, serving customers from more than 200 countries with over 500 different brands. Coca cola s present distribution system can handle 15 billion cases of coca cola products each year. Cocacolas customer relationship management strategies 123. A study on the marketing strategies for millenniums. The business has over 300 brands of beverages around the world. Sep 07, 2016 the marketing plan also covers the current position of the business, its target market and a set of marketing tools or marketing mix that business will use to achieve marketing objectives. Aug 19, 2019 marketing history market research in the beginning. The brand is present across more than 200 nations and is sold in packets of various sizes. Cocacola is manufactured by the cocacola company and is often referred to as coke. Distribution system of coca cola company and business operations. T1,t4,t5,s2,s4,s5,s6 coca colas brand represents quality, taste and excitement to the market, qualities that remain unmatched by the companys competitors, thus severely.
Coca cola is also the most valuable brand in the world. Coca cola products are above or equal to its competitors prices. The business of the company in middle east during the period of 1968 to 1991 as it was boycotted by the arab league, 2015. The integrated components used by coca cola employed a mass media methodology which included television advertising, print media and banner ads. Sales and distribution effectiveness marketing project. However, in recent decades the company has had difficulty meeting its financial objectives and has been associated with a number of ethical crises. This project is done villages where data is collected from every. Pdf marketing management project on coca cola mian badshah.
Coca cola has been struggling to venture into the arab world. Class 11 business studies project on mnc multinational company coca cola ritesh jha duration. The bottling system that the company uses is of a great advantage from the point that the companies that make the bottles are owned by different companies which gives the. Marketing mix product the coca cola companys products include beverage concentrates and syrups. It all started years ago, in 1886, when a confederate colonel in the civil war, john pemberton, wanted to create his own version of coca wine cola with alcohol and cocaine and sent his nephew lewis newman to conduct a market research with the samples to a local pharmacy jacobs pharmacy. The coca cola comp coca cola any, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. In coca cola marketing mix, promotions and place plays a major role in building the brand. The coca cola was founded in may of 1886 and continues for more than a century through the times of war and peace, prosperity and depression and economic boom and bust. As one of the most valuable brand names worldwide, coca cola has generally excelled as a business over its long history.
Coca cola is the most familiar product in the world, and is one of the largest selling soft drink from the past. An evaluation of marketing strategies undertaken by coca. Thesebold steps taken by the coca cola marketing unit acclaimed themmany acknowledgements across the board. Apr 15, 2020 the marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection.
Coca cola has long been criticized for its marketing efforts aimed at children, including efforts in schools, where it negotiated contracts to place soda machines in hallways and cafeterias. Project last mile south africa is specifically made possible by. Project on marketing strategies of coca cola slideshare. Since its creation, coca cola has been widely recognised for providing refreshing carbonated beverages to consumers across the world. The 4 ps of coca cola include the product, the price, the place and the promotions.
Coke in india despite the formidable track of its parent cocacola company the modus operandi the multinational soft drink companies. It outlines the history and current scenario of the coca cola company globally and locally. By mian badshah in marketing management perspective, the 4 ps application in a company and swot and pest analysis. Project report on cocacola company and study of customer preference for coca cola brands with reference to coca cola india this report has been prepared with a specific purpose in mind. It ownslicenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, readytodrink teas and coffees, and energy and sports drinks. These bold steps taken by the coca cola marketing unit acclaimed them. Marketing strategy of coca cola coca cola strategy.
The coca cola company creates value by executing comprehensive business strategy guided by six key beliefs. Creative brief 3 background coca cola is an international conglomerate established in atlanta, usa in the 1880s. Two sources of data were used in the study, they are primary and secondary data. It also has got sugar by which continuous drinking of cocacola may cause health problems. Coca cola marketing analysis project report swot analysis. Despite having a higher price than many local and international brands, coca cola is still able to gain the highest level of acceptability among all. Coca cola market plan and market research free essay example. Coca cola was bought out by a business person called asa griggs candler and his marketing techniques led to coca cola being a successful brand becoming a softdrink market throughout the 20th century.
We can recognize that all the problems will be aware and check by coca cola group. Effect of sales promotion on the marketing of coca cola brand. With your download, get the 21 best papers relevant to this one, including 20 top related papers. Marketing plan of coca cola company marketing essay. The products are priced competitively because of the heavy competition in the soda industry. The coca cola company introduced diet coke in 1982. The coca cola company can be looked upon as a global business that operates on a local scale and this has been possible because of the coca cola system that includes the company itself and its more 250 bottling partners across the globe. Brand management section of our research repository. An evaluation of marketing strategies undertaken by coca cola company as a multinational. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Dec 11, 2015 on may 8, 2011 coca cola celebrated its 125 anniversary.
After 125 years in production, the drink has come to be more than just a refreshing beverage. An evaluation of marketing strategies undertaken by coca cola. The report also comprises analysis of coca cola s marketing strategy and companys approach towards corporate social responsibility csr. Although it was originally produced for medicinal purposes, the taste of the syrup was. Giant soft drink company coca cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program consequently it is seeking the help of polianitis marketing company pty ltd to develop a professional marketing plan which will help the business achieve its objectives more effectively and efficiently, and inevitably regain. Pdf strategic marketing plan for cocacola 2016 researchgate. Cocacola was invented by john stith pemberton in covington, georgia in may 1886. Imc project coca cola taste the feeling analysis on coca cola taste the feeling campaign submitted to prof m n. Nov 20, 2017 coca colas present distribution system can handle 15 billion cases of coca cola products each year. Coca cola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups.
1449 1229 370 12 473 1186 258 1476 1093 1416 43 451 329 954 842 341 556 1252 801 764 1012 13 674 300 237 987 1081 1251 1546 1536 820 559 1249 1197 1415 664 1239 885 939 713 1049