HOLISTIC MARKETING HOLISTIC MARKETING CONCEPT CONCEPT

PRESENTED BY JIKKU JOHN

ARUNKUMAR

RAJESH RAJKOKILA JSRUTHI S

BETSY M V

Coca-Cola was found in May 1886 by Dr. John Pemberton

Coca-Cola was first sold to the public in Atlanta at Jacob’s Pharmacy

World’s largest beverage company.Coca cola has got 85% global marketshare.Operate in more than 170 countries.Market a portfolio of more than 2000 beverage

products and 1000 non beverage products.

COMPANY PROFILECOMPANY PROFILE

HOLISTIC MARKETINGHOLISTIC MARKETINGHolistic marketing concept is based on

development, design and implementation of marketing programs, processes and activities that recognizes their breadth and interdependencies.

Successful companies change marketing with the changes in their marketplace and market space.

HOLISTIC MARKETING HOLISTIC MARKETING CONCEPTCONCEPT

INTERNAL MARKETINGINTERNAL MARKETING…..“ Internal marketing does not just stop with

a catchy motto. It is the employees that have to live the brand.”

Includes internal guidance and motivation for employees in order to serve the customers well.

They had a number of products but started concentrating on a few of them to build brand names. Eg : coke

Special incentives and winning offers for the employees who achieve the targets.

IN TER G R ATEDM A R K ETIN G

PR O D U C TØ .3000 products and 450 brandsØ , , , , energy drinks juice drinks tea coffee sports , .drinks w aterØ . consists of various brand packs and flavorsØ new products and flavors are introduced according to .custom er needs

Ø , , , , ..diet coke m aaza sprite thum s up fanta

PRICING METHODCompétitive pricing method .Seasonal variations .Pénétration method – new markets

PROMOTIONAL ACTIVITIESPROMOTIONAL ACTIVITIES

ØSales promotions.Sales promotions.ØAdvertisment.Advertisment.ØMobile marketingMobile marketingØOnline marketingOnline marketingØPublic relations Public relations

üsoccer clubsoccer club

PLACE

DISTRIBUTION CHANNELSDISTRIBUTION CHANNELS

companycompany C & F agentsC & F agents retailersretailers customerscustomers

ADVERTISMENT

Coca Cola is the best global brand

RELATIONSHIP MARKETING

“…“….If you want to crack a nut, you need to .If you want to crack a nut, you need to

concentrate on force. Conventional concentrate on force. Conventional

marketing doesn’t do this much, marketing doesn’t do this much,

Relationship marketing does it par Relationship marketing does it par

excellence…”excellence…”

One of the new marketing mantras of coca One of the new marketing mantras of coca cola-cola-

“…We don’t sell products, we sell

experiences, we hold relationships, we

provide solutions, we allow interactions,

happiness, self-fulfillment, peace and love…”

Assures customer satisfaction.

Routine talks with customers.

Constant dialogue through mails, brochures etc..

Coke is moving away from building their own networks and

communities, and is heading towards working where the

people already are.

Relationships are a critical assets for Coca Cola.

RELATIONSHIP RELATIONSHIPMARKETINGMARKETING

SOCIAL MARKETINGSOCIAL MARKETING“… Effect of marketing extends beyond

company and customer to society as a whole. Customers will increasingly look for signs of good corporate citizenship …”

to return to communities and nature the amount of water equivalent to the usage in beverages and their production

invested to build the world's largest plastic bottle-to-bottle recycling plant and to support recycling

WATER POSITIVE PLANT - Rain water harvesting potential of plant is 3.17 million cubic meter

community water programs are designed to support healthy watersheds and sustainable programs to balance the water used

"Advertising and Marketing to Children Policy" to include all of the beverages, so that children under the age of 12 will not be directly targeted by any of the marketing messages

Coca Cola Scholar’s Foundation encourages educational programs for students. programs focus on building educational infrastructure,school drop-out prevention,reading and literacy,scholarships etc

Coca Cola Foundation provides assistance during and after natural disasters. For eg, in Thailand, partnership with the Thai Red Cross Society that involves an intensive training program on first aid and disaster-relief basics, conducted by the Red Cross.

CONCLUSION Holistic approach in Coca Cola is the major reason for its a success as the largest beverage company.

The marketing strategy of coca cola is working for them and the products are thus gaining popularity among youth day by day.

REFERENCESREFERENCESwww.coca-colaindia .comwww.wpp.comwww.learnmarketing.netwww.dbasemedia. comwww.thecoca-colacompany.com

THANK YOU