Coca cola presentation

Introduction, swot analysis, marketing mix, existing strategies, pros n cons, presentation of data, new strategies to develop marketing mix

1. MARKETING MIX ANALYSIS OF COCA COLA COMPANY

2. OUTLINES Introduction SWOT Analysis Marketing Mix Existing Strategies Pros and Cons Presentation of Data New strategies to develop marketing mix

3. INTRODUCTION The Coca-cola Company is a world’s largest beverage company with almost 500 brands ranging from the actual Coca Cola to products such as Sprite,Fanta,Minute maid and many more. The product was originally born in Atlanta,Georgia in 1886. Dr.John Smith Pemberton,a local pharmacist invented the Coca Cola which today have spreaded in more than 200 countries giving job opportunities to 139,600 people worldwide. Do you know? The term Coca Cola stands in the top of the most understood terms in the world(next to the term “okay”).

4. SWOT ANALYSIS Strengths Weaknesses Popularity Competition with Pepsi Well known Health issues Easily recognized Absence in health beverages A lot of Finance Poor w ater management Customer Loyalty International Trade Brand equity Company valuation Vast global present Largest market share Fantastic market strategies Distribution network

5. Opportunities Threats Diversification Changing health consciousness attitude Developing Nation Legal issues Packaged drinking water Competition Supply Chain Improvement Raw material sourcing Market the Lesser selling products Indirect competitors Many successful brands to pursue Advertise its less popular products Buy out competition More brand recognition

6. product place price promotion Brand name-coca cola Package-primary bottle(plastic ,glass) ,cans Colour-dark red Size-180ml,200ml,500ml,1.5ml Varieties-Sprite, Fanta, Thumsup , Mazza , Limca , Minute maid channels- producer-> representative -> whole seller-> Retailer ->consumer Transportation – Lorries, Air planes, ships 180ML-LKR 30, 500ML-LKR 50 1.5L-LKR 220 Advertising- TV & Radio, social media advertisements Sales promotion UTC Scheme MARKETING MIX

7. PRODUCT The company has the widest portfolio in beverage industry comprising of 3300 products . Coca cola has made allowances by providing different sizes, particular tastes and flavors. It has several brands such as Sprite , Lift, Fanta and Diet Coke which increase the product line length, thus making full use of the market to maximize sales. The appearance of the product is eye catching with the bright red colour. It has uniquely designed bottle shape that fits in your hand better, and creates a nicer and more futuristic look.

8. The quality of the product is high Sealed caps ensure that none of the “fizz” is lost. The bottles are light, with flexible packaging, so they will not crack or leak, and are not too heavy to casually walk around with. The cans are also light and safe. The product range of coca cola includes: Coca cola, Coca cola classic, caffeine free coca cola, diet coke, Caffeine free diet coke, diet coke with lemon, Vanilla Coke, Diet Vanilla Coke, Cherry Coke, Diet Cherry coke, Fanta brand soft drinks, Sprite, Diet sprite, Sprite, Remix

9. PLACE Coca cola is the world’s most favorite brand and is available all over the world. Coca cola enters foreign markets in various ways. The most common modes of entry are direct exporting, licensing and franchising. The coca cola Company only produces a syrup concentrate, which it sells to various bottlers who hold coca cola franchises throughout the world. The bottlers produce the final drink by mixing the syrup with filtered water and sugar and then carbonate it before filling in to cans and bottles. Then bottlers sell and distribute the products to retail stores, vending machines , restaurants , food service distributors , super markets , mass merchandisers, club stores.

10. Coke company operates 3 primary delivery systems for its business channels Bulk delivery-Channels of large supermarkets, mass Merchandisers and Club stores . Advance sale delivery- for smaller channels like convenient stores, drug stores, small super markets and on premise fountain accounts . Full service delivery- for its full service vending customers

11. PRICE Due to the availability of wide range products the pricing is done according to the market and geographic segment . Each sub brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors’ pricing , Pepsi is the direct competitor to coke The long term pricing strategy of Coca cola can be best described as Value oriented. Different prices in different seasons.

12. PROMOTION Coca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behavior and mainly targeting value based advertising. Coca cola advertisements mainly focuses on the “happiness and fun” in order to attract customers. It employs both push strategy through promotions and pull strategy through advertisements and campaigns . You are more likely to see a coke advertisement individualized for a particular festival or in with a general positive message .

13. EXISTING PROMOTIONAL STRATEGIES Getting Shelves : they display their products in shelves in order to show their product more attractive for the consumers Eye catching position -salesman positions their freezers and their products in eye catching positions. Normally they keep their freezers near the entrance of the stores. Sales promotion -company also do sponsorships with colleges, institutes and sponsor their events for getting the market share. UTC Scheme -Under The Crown Scheme. Coca cola often do this and offer very handy prizes like bicycles , caps , TV sets ,cash prices etc. This scheme is very much popular among children. Distribution Channels -Coca cola company makes 2 types of selling; direct selling and indirect selling. Facilitating the product by infrastructure Advertisements –print media , pos material ,TV commercials , bill boards and holdings.

14. PROS AND CONS OF COCA COLA pros cons Unique taste and fizziness Costs for packaging Barriers to entry Website not available in Sinhala language Brand portfolio Consumer changes Brand name can be easily pronounced Poor water stewardship One of the world’s major sponsors in sports such as FIFA World cup and Winter Olympics Unhealthy

15. PRESENTATION OF DATA Sector

16. Advertisements Medium of Coca Cola Reasons to consume Coca Cola

17. NEW STRATEGIES TO DEVELOP THE MARKETING MIX Improve the creativity of the advertisements Using social media for advertising Quickly embrace technology that adds value. Brand and trademark development and protection Increasing efficiency and production techniques Sales promotion programs Placing new vending machines and dispensing machines in public areas of Sri Lanka Introduction to new packaging Reaching to rural areas by sponsoring events Decreasing prices Appointing famous stars like film stars, cricket stars as brand ambassadors Giving price discounts and allowances to distributors and retailers in order to push more products in to the market

18. THANK YOU