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What is the overall image of coca cola
Background of the coca cola company
Discuss financial management of coca cola
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Coca-Cola was invented by Dr. John Stith Pemberton in Atlanta in 1886. Over time the Coca-Cola Company has become the leading producer of soft drinks in marketplace and is ranked number one in carbonated soft drinks and juice drinks, number two in sports drinks, and number three in bottled water in 2005. Today, it has already marketed 2400 beverage products in more than 200 countries around the world (The Coca-Cola Company, 2006). Although the Coca-Cola Company is strong enough in the soft drinks market, it still has to face the challenge of Pepsi, which is its major competitor in the global market. This paper will aim to analyse the Coca-Cola Company's integrated marketing communications processes, then evaluate its effectiveness in integration. Finally, recommendations will be produced by analyzing a tabulation.
1.2 Structure
E. Neville Isdell leads the Coca-Cola Company into the new century with a firm commitment to the values and spirit of the world's greatest brand. In 2005, Coke earned $2.04 per share, an increase of $0.04--2 percent--over 2004. As Coca Cola is a large multinational company, each country has its own Head Office and departments. The Coca-Cola Company is geographically split into five geographic operating segments, also known as strategic business units (SBU's), which are North America, Africa, Asia, Europe, Eurasia and Middle East and Latin America. If all these SBU's departments perform well that will continue the success of Coca Cola. In addition, there are 6 functional departments playing an important role within the Coca-Cola company-marketing, finance, packaging, sales, research and development, and administration (The Coca-Cola Company, 2006).
1.3 Image and positioning
The position of Coke's products is to provide refreshment for all customers in the world by its unique flavor. Coke had a hit advertisement campaign "Always Coca-Cola," which it introduced in 1993 and discarded in 1999. Last year, it made an effort to update the "Hilltop" commercial for Coke Zero (Terhune, 2006). The change means Coke wants to catch up with current trends. Coca-Cola is being targeted at all age groups. From five years old to the aged, everyone is being targeted by the Coca-Cola Company. These segments of the market are being targeted by mass advertising, sponsorships, helping the community, and marketing (The Coca-Cola Company, 2006)
1.4 Objectives- corporate and marcoms
Through the Loop Consulting Ltd., (2003) reported that there are six strategic priorities in Coke's objectives-increase efficiency and cost-effectiveness everywhere, direct investments to highest-potential areas, provide customers with creativity to generate growth across all channels, grow system profitability and capability together with bottling partners, selectively broaden the family of beverage brands to drive profitable growth, accelerate carbonated soft-drinks growth led by coca cola.
Key success factors in the industry are a strong brand presence, maintaining customer loyalty as exploring new markets and distribution channels as well as offering a diversified product line. Implications of these factors are strong competition and dependency of company’s behavior and marketing strategies on competitors’ behavior. This is especially true for Coca-Cola and PepsiCo since their flagship products are very much alike in look and taste.
Coca –Cola (KO) is one of the world’s largest beverage companies. Company was incorporated in September 1919 under the State of Delaware law and headquarters is located in Atlanta Georgia. But from 1886, company established its brand in US (Coca-Cola, 2012, p. 1). Currently company is providing for more than 500 varieties of non-alcoholic sparkles to the customers around the world. Apart from this, company also serve for still beverages that includes enhanced water, water, ready-to-drink, juices, energy drink, sport drinks and so on.
Directly, the organization has just achieved six billion shoppers in almost two hundred nations. Coca-Cola Organization has been exceptionally fruitful in global advertising exertion. Forceful promoting, marketing and market division has had an important influence in the achievement. It has depicted itself as fun, liveliness, opportunity, way of life and the worldwide interest of Coca-Cola was symbolized by a 1971 business, where a gathering of youngsters from everywhere throughout the world to a ridge in Italy to sing Sick jump at the chance to purchase the world a Coke. The organization has been supporting huge occasions, similar to the Olympics, Ocean Recreations, FIFA Container, Worldwide Film Celebrations everywhere throughout the world to make mindfulness, validity and to marks itself as world-class organization (Coca-Cola 1).
Business Analysis TABLE OF CONTENTS 1.0) INTRODUCTION 2.0) MARKET SHARE 3.0) MARKET PENETRATION 4.0) MARKET DEVELOPMENT 5.0) PRODUCT DEVELOPMENT 6.0) DIVERSIFICATION 7.0) RECOMMENDATIONS 8.0) CONCLUSION 9.0) APPENDIX 1 10.0) APPENDIX 2 11.0) REFERENCES 1.0) INTRODUCTION The purpose of this paper is to analyse Coca-Cola as an organisation and to identify potential strategic growth opportunities (appendix 1).
The Coca-Cola Company was founded in 1892. Since its inception, the organization has seen a steady increase in its market share over the years, and to this day has operations in over 200 countries worldwide. To achieve such success in its competitive market, Coca-Cola has employed sound strategies that have helped it become among the leaders in its industry. The Coca-Cola Company utilizes Market Based Management (MBM) techniques as well as Value Driven Management (VDM) techniques within the organization and in its market to help the firm sustain its stronghold of the market.
"Over a century of sweet tasting beverages with family and friends." The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun themes such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning "is the act of designing a company 's offering and image to occupy a distinctive place in the minds of the target market." There are factors that must be taken into account to produce an effective positioning statement that will attract the attention of the targeted market segment:
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
The Coca Cola Company has been among the world’s top companies that have been able to perform well in all the areas of the world. The company follows the latest strategic research and evaluation methods to formulate such strategic policies that helps in not only meeting the customer expectations and desires but also achieving various organizational goals and objectives.
Look SDmart, Retrieved 05/16/07, from http://findarticles.com/p/articles/mi_m1365/is_1_31/ai_63974359/print. Coca-Cola: A Technological View, retrieved 5/18/07, from http://projects.olin.edu/ahs/HOT2004/PolarBears/content.htm. Coca-Cola Our Company- Around The World, retrieved 5/18/07 from http://www.coca-cola http://www.thecoca-colacompany.com/ourcompany/aroundworld.html Nutrition Business Journal. Penton Publishing. October/November 2005.
This proven track record for the company can be attributed to a number of factors, the first which is relatively crucial is the company's secret formula for Coca-Cola, which comparably tastes better than what competition has to offer in the market. The company's ability to come up with new products while at the same time reinventing the old products has offered them a competitive edge over their peers. The company boasts of having the world's most diverse and comprehensive distribution networks, this offers them accessibility to billions of people in areas that would prove rather difficult for their peers to distribute their products. The African continent has been cited as an excellent example, it is more often than not to see a distribution outlet for coke on a remote location on the continent
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
For customers to recognize their choice of brand products,advertisement has played very significant role in the business industries.Coca Cola position in the market is well known in the soft drink industries and its related competitors PepsiCo brand product. The primary concern about the advertisement is to get the brand, product name to be better known. The Coca Cola bottling system also gives the company opportunity to grow fast in the business world. The popularity of Coca Cola and marketing strategies has enabled them to sensitize their customers in the market, which give them the opportunity over their competitors in the
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
The Coca-Cola Company, established in 1886, is the world driving producer, advertiser and wholesaler of non-mixed drink concentrates and syrups. It right now works in more than 200 nations overall and is most popular for the creative soda, 'Coca-Cola', however can now brag in the district of 230 distinct brands. Their Coca-Cola item is presently accessible everywhere throughout the world and has brought about the beverage turning into the world's most loved soda pop. The executive of the Coca-Cola Company is Douglas IVester has expressed that being worldwide is the primary quality of the Coca-Cola Company. Coca-Cola Company, Annual Report, 1998. It
"For every weapon sold in the world...200.000 share a Coke" and we see all of these people of different backgrounds that are united by the simple fact of drinking Coke. It is the last message of hope we receive for a better world and it connects the products of Coca-Cola to this optimistic way of seeing life. The comparisons make Coke be part of one the things that makes life better and pushes us to see a better future. The ad ends with "There are reasons to believe in a better world" and after seeing all the ad I don 't think anyone would disagree with this