7 P's of marketing (Coca cola)

1. 7 P’S OF MARKETING PRESENTED BY : HAARSHAL 2/14/2014 [email protected] 1

2. Coca-Cola is the world's most recognized brand and now anchors a portfolio of more than 500 brands and more than 3,500 beverages. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the best known products in the world . It was created in Atlanta, Georgia, by Dr. John S. Penberton . Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Even though Coca-Cola may have started in the United States, its popularity is universal. Today , one can find Coke in every part of the world.1.6 billion servings per day. INTRODUCTION 2/14/2014 [email protected] 2

3. Brand Portfolio: PRODUCT 2/14/2014 [email protected] 3

4. Indirect Selling They deal with many whole sellers and agencies to cover all areas globally. To assure their customers for availability of coca cola products, as their products are sold in 200 countries with the consumption of 1.8 billon coke products per day. Coca Cola Company makes two types of selling: Direct Selling In direct selling they supply their products in shops by using their own transports. In this type of selling company have more profit margin. PLACE 2/14/2014 [email protected] 4

5. PROCESS Facilitating the product by infrastructure For providing their product in good manner company has provided infrastructure these includes: Vizi cooler Freezers Display racks Free empty bottles and shells for bottles I ts packaging has also helped in increasing its brand awareness due to its being convenient to shelf keeping and placing in freezers etc. Its availability in different sizes has increased its ease to access and availability’s much it seen as much it increases its awareness. Contemporary, up-to-date Refreshing flavor Beverages category Distinctive taste profile Optimistic view of life 2/14/2014 [email protected] 5

6. PEOPLE The key for development is quality motivation and rewarding system to understand their employees' needs. They differentiate financial and non-financial incentives . Their financial incentives include rewards for innovative solutions, rewards for employees of the quarter based on their achievements, annual and quarterly incentives for the realization of goals. Their non-financial motivational incentives there are personal development, the chance to achieve full potential, and the chance to be promoted. They are very proud of encouraging internal promotions, education, recognitions, achievements, challenges and responsibility In their company performance is monitored and measured through seven key achievement areas . These are management, business/financial, people development, leadership, relationship, growth & innovations and corporate & social responsibility . 2/14/2014 [email protected] 6

7. Different Price in Different Seasons . Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in world, so in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 300 ml glass bottle. PRICE 2/14/2014 [email protected] 7

8. PROMOTION Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye- catching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and school’s cafes and sponsors their   sports events and other extra curriculum activities for getting market share. UTC Scheme UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, TV sets, t-shirts, watches, cash prizes etc. This scheme is very much popular among children. Trade Promotion Coca cola company do agreements with a shop keepers and stores to exclusive sale in those stores. Those stores are called as KEY accounts in their local language. Coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. 2/14/2014 [email protected] 8

9. There are four broad ways which Coca Cola can segment its market: -Mass marketing -Differentiated marketing -Niche marketing Marketing Strategy : Support marketing Programs : 2/14/2014 [email protected] 9

10. Brand Association : 2/14/2014 [email protected] 10

11. PHYSICAL ENVIRONMENT The Coca-Cola Company claims that the beverage is sold in more than 200 countries ,USA, Canada, UK, France, Germany , Australia ,New Zealand Spain India Indonesia Japan Pakistan, Philippines, Poland, Russia are among them. Today, you can find Coke in every part of the world.1.6 billion servings per day. In 2009, 9.8 billion cases of their flagship brand were sold worldwide. Coca cola has been heavily implementing digitalization keeping in view the need of customers and today’s word trends by being available on social networking websites and by having their own official websites. 2/14/2014 [email protected] 11

12. Customer Based Brand E quity Model : 2/14/2014 [email protected] 12

13. Thank you! 2/14/2014 [email protected] 13