chapter3cocacola

College : SNJB’s COE, Chandwad.

Class : MBA 1st year.

Guidance By : Hon. Prof. Mr. U. S. Kasar Sir.

Company : The Coca-Cola Company.

Presenters : Gaziyani Md. Hasnain Rahul O. Bhandari

Khushbu Mutha Abu Swaleh Bhagyashree Mankar

Brand wise Market Share Product Wise Market Share

MARKET SHARE

World wide share

• Coca-Cola takes every customer as target and potential who is thirsty.

• All age groups are being targeted but the most potential is the age group from 18-25 that covers around 40% of total age segment.

• AGE: The target market for the Coca-Cola is based on age. The audience of Coca-Coal is youngster or youth.

• It has wide range of targeting. It ranges from the age of 15-25 and reaches to 40.

TARGET MARKET OF COCA-COLA

• Their targeting is not based gender but the results show that both genders like this product and use it.

• GENDER: Coca-Cola segments INDIAN market with a percentage ratio of 58% females and 42% males.

• Life style; busy life style( face shortage of time) and mobile generation.

• Family; dependent on their family.

• Occupation; students and family oriented people.

TARGET MARKET CONT…..

• NATURE: Fun lovin and entertainment loving.

• SOCIO ECONOMIC STATUS: Upper lower and lower class.

TARGET MARKET CONT…..

• Coca-Cola serves its products using mass market technique. Which obviously falls in undifferentiated marketing and undifferentiated marketing means no segmentation, but there are minor factors on which we can say that the coke segments its products and then targets the customers somehow.

• These factors are as follows.

MARKET SEGMENTATION OF COCA-COLA

• GEOGRAPHIC SEGMENTATION. INTERNATIONALLY: Coke

segments its products country wise and region wise.

The most important things is the taste and quality.

It varies according to the taste and income level of the people in that country. I.e.: third world countries are given low quality and taste.

MARKET SEGMENTATION CONT….

• CLIMATIC: In coke marketing, main idea is to serve it cold, so we that they focus on hot areas of the world.

• i.e.: ASIA and Middle east etc and their sale increase in summer.

• LOCALY: In INDIA the coke segments more in urban and suburban areas as compare to rural areas.


• DEMOGRAPHIC: AGE:. Coke segments the small

children introducing tastes like vanilla, lime and cherry. They focus children from 4-12.

Coke specifically target more young than older.

FAMILY TYPE:. Coke introduces its economy pack and that’s how the focus family and groups.

INCOME:. Coke segments different income levels by packing.


• For small income people it has small returnable glass bottle.

• For middle people it has small non-returnable bottle.

• For higher income people it has Coke Tin.

• PSYCHOGRAPHIC. • All psychographics variables the

social class, lifestyle, occupation, level of education and personality Coke segments everyone.

• But again its there packaging which is different for different consumers.


• BEHAVIORAL:

• OCCASION:. Coca-Cola segments different occasions which are celebrated in the country.

• EID & DIWALI has become an international event identity of the culture of INDIA.

• The credit for making celebrations available for almost everyone largely goes to Coca-Cola Company.


COCA COLA PRODUCTS AND DESCRIPTIONCOCA-COLA

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known brand in the world.

On May 8, 2011, Coca-Cola celebrated its 125thanniversary. Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water.

Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States.

Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.

COCA COLA PRODUCTS AND DESCRIPTIONSPRITEIntroduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite is sold in more than 190 countries and ranks as the No. 3 soft drink worldwide, with a strong appeal to young people. Millions of people enjoy Sprite because of its crisp, clean taste that really quenches your thirst. But Sprite also has an honest, straightforward attitude that sets it apart from other soft drinks. Sprite encourages you to be true to who you are and to obey you.

FANTAIntroduced in 1940, Fanta is the second oldest brand of The Coca-Cola Company and our second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million times every day around the world, consumers love Fanta for its great, fruity taste.

COCA COLA PRODUCTS AND DESCRIPTIONDIET COKEDiet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft drink with a deliciously crisp taste that gives you a light boost in your busy day. It was first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-Cola Trademark. The brand created an entire new category and a new way of life. Today, Diet Coke/Coca-Cola light is one of the largest and most successful brands of The Coca-Cola Company, available in over 150 markets around the world.

COCA-COLA ZEROCoca-Cola zero was created with young adults in mind and offers great Coke taste, uplifting refreshment and zero sugar.

COCA COLA PRODUCTS AND DESCRIPTIONDASANIPure, crisp DASANI delivers fresh taste with a clean, fresh style. DASANI DROPS is the vibrant and delicious drop that transforms everyday moments into something deliciously fun, unexpected and colorful. A refreshing duo.

MINUTE MAIDMinute Maid has been making juice for over 60 years and has a heritage of nutrition, innovation, and quality. We continue to use high quality fruits and fruit juices so that consumers can enjoy our products with confidence. Our commitment to delivering high-quality juices and juice drinks with great taste and good nutrition is something you can count on. That’s the stuff that makes you feel good and that’s what we do.

CIELCiel is a purified, noncarbonated bottled water that has been enjoyed by consumers since 1996. Ciel Mineralizada, a bottled mineral water, became available in Mexico in 2001.

COCA COLA PRODUCTS AND DESCRIPTION

POWERADE

POWERADE™ combines carbohydrates, electrolytes with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities. In most markets, POWERADE is scientifically formulated with the ION4® Advanced Electrolyte System, which helps replenish 4 key electrolytes lost in sweat: Sodium, Potassium, Calcium, & Magnesium.

SIMPLY ORANGESimply Orange is a premium, gently pasteurized, not from concentrate 100% orange juice. Available in six varieties, Simply Orange is never frozen and never sweetened.

COCA COLA PRODUCTS AND DESCRIPTIONCOCA-COLA LIGHTDiet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft drink with a deliciously crisp taste that gives you a light boost in your busy day. It was first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-Cola Trademark. The brand created an entire new category and a new way of life. Today, Diet Coke/Coca-Cola light is one of the largest and most successful brands of The Coca-Cola Company, available in over 150 markets around the world.

FRESCAWith a unique citrus taste, Fresca is a caffeine-free soft drink for discriminating adults. Fresca was introduced in the United States in 1966 as a calorie-free grapefruit-flavored drink. Its bubbly, crisp, light taste provides a flavorful beverage to consumers who want great citrus taste in a calorie-free soft drink. Fresca is sweetened with sugar in some parts of the world.

COCA COLA PRODUCTS AND DESCRIPTIONGLACÉAU VITAMIN WATERglacéau vitamin water has always been a simple idea. start with water. and then add bold, fruity flavors and just the right amount of sugar to make it delicious. finally, top it off with a little extra nutrition. genius. and it never would’ve happened if someone hadn’t looked at a plain bottle of water and said, “what if this was a little better?” making things a little better is what makes glacéau vitamin water great. glacéau vitamin water, the pioneer of the nutrient-enhanced water beverage category, is available in over 26 countries. grab a cold vitamin water and make your day a little better. Also available with no calories in many countries—glacéau vitamin water zero.

DEL VALLEDel Valle Brand has its roots in Latin America and recently joined our ‘billion’ dollar brand status within The Coca-Cola Company portfolio of brands. It has a diverse juice line up ranging from 100% juices and nectars to juice drinks and is available in different convenient packaging for the whole family. The brand is available in Mexico, Brazil, Colombia, Venezuela, Central America, and other markets in Latin America.

COCA COLA PRODUCTS AND DESCRIPTIONGLACÉAU SMARTWATERglacéau smartwater is inspired by the way mother nature makes water, known as the hydrologic cycle. we simulate this process by vapor distilling water, making every drop as pure as the very first drop of rain (before it passes through pollutants, of course). if that’s not smart enough, we then one-up mother nature by adding in electrolytes for a clean crisp taste. if that sounds like genius, it is. smartwater is smart because it’s made that way.

MELLO YELLOThe smooth citrus taste of Mello Yello has refreshed people's thirst for over two decades. Its unique taste and confident, in-control style sets it apart from other soft drinks. Mello Yello highlights the smooth choices in life - because when you drink Mello Yello, everything goes down easy.

FUZEFUZE® is reinventing the juice drink experience with its line of flavored beverages that blend together the goodness of diverse fruity flavors and nutritional ingredients. The new and improved FUZE is now available in twelve mouthwatering flavor varieties, each of which is an excellent source of antioxidant Vitamins A, C and E.

COCA COLA PRODUCTS AND DESCRIPTIONFUZE TEAFUZE TEA is a new global tea brand from the Coca-Cola family that is a fusion of tea with fruit flavors and other natural ingredients. Created through a special process that ensures a delightful fusion of tea, fruit and other natural flavors, FUZE TEA delivers a fresh, contemporary expression of tea.

BURNWith a potent combination of energizing ingredients, burn is designed to invigorate your senses and to give you the power to keep it going. Available in 76 markets throughout Europe, Africa and Latin America, burn is popular among adventurous trendsetters.

HONEST TEAHonest Tea®, the nation's #1 organic bottled tea, delivers great-tasting, lower-calorie refreshment. Each tea is freshly brewed using organic tea leaves and a touch of organic cane sugar. Honest Ade® and Honest Kids®, organic caffeine-free thirst quenchers, are 50 calories or less per serving. Honest Tea is USDA Certified Organic, OU Kosher, Fair Trade Certified™ and is available at retailers nationwide.

COCA COLA PRODUCTS AND DESCRIPTIONNOSPopular among auto enthusiasts, NOS is sold in 16-oz. cans and 22-oz. re-sealable bottles, with the latter bearing a resemblance to actual Nitrous Oxide canisters used in automotive performance. The unique 22-oz. package won a National Association of Container Distributors packaging innovation award in 2007. NOS Energy Drink was developed in 2005 by FUZE Beverage and Holley Performance Products and was purchased by The Coca-Cola Company in 2007.

ODWALLAWith a vivacious medley of scrumptious beverages and bars, Odwalla artfully blends the best ingredients from nature with the latest learnings in nutrition. Odwalla products never contain any artificial colors, flavors, preservatives or genetically modified ingredients. The Odwalla line includes Superfood(TM), smoothies, pure juices, proteins and energy.

POWERADE ZEROElectrolytes without the calories. POWERADE ZERO™ is a great-tasting electrolyte-enhanced sports and fitness drink. It combines electrolytes with fluids for hydration. It quenches thirst and replenishes minerals lost during sports or other intense activities.

COCA COLA’s OTHER INDIAN PRODUCTS

Advertising and Marketing

Campaign

• Aim: Be known by the U.S. society, specific to men and woman, not children neither young people. • Marketing and Advertising Strategies• Marketing Mix• Product: Coca Cola• Price: 0.05 in 1900• Place: The United States • Promotion:• Timing: 5 Years


Campaign


Campaign

Aim: Men, women and young consumers Marketing : Massive Campaign Advertising Strategies: Young Coke drinkers and Young Couples Marketing Mix Product: Coca Cola Price: 1906 through 1925 six pack in $1 Place: The United States Promotion: Timing: 5 Years


Campaign

6 bottles in $1.00


Campaign

Aim: All ages Marketing : Massive Campaign Advertising Strategies: Life pleasures and fun Marketing Mix Product: Coca Cola Price: 1906 through 1925 six pack in $1 Place: The United States Promotion: Calendars, shirts, free cokes Timing: 5 Years


Campaign

The first Coca Cola calendar


Campaign

Aim: Mass consumption New image Marketing : Massive Campaign to other continents Advertising Strategies: Sports


Campaign

First Coca Cola campaign Related with sports.

The calendar had images

of people having fun


Campaign

Aim: Beat competitors Marketing Research Advertising Concepts: Refreshment and Fun

Advertising and MarketingCampaign

COCA COLA INDIAN COMMERCIALS ADS

Commercial One: AMIR KHAN as a guide! Message: Thanda bolay tu Coca Cola!Focus: Diverse market segment

captured by Coke.

To squeeze on thirst, everyone needs a chilled drink. And to everyone regardless of the standard of lifestyle and status, a chilled drink means Coca Cola!


Commercial Two: AMIR KHAN -- Japani! Main idea: Thanday ka TADKAFocus: Need of coke in special

perspective

The situation portrayed in this commercial, the man was in problematical condition, got nibble by Bees and he desperately wanted to chill himself in order to get rid of that painful prickling. As a result, he was impatiently asking for THANDA -- Coca Cola !


Commercial Three: AMIR KHAN -- as a villager! Message: Thanda matlab Coca Cola!Focus: Extensive availability of

Coke. In this commercial there was a Motorway where citizen

of posh area had to stay because of wheel puncture and they were not exactly sure that they could get a cold drink in this countryside to satisfy the need of thirst but they found Coke!

Second idea that even a villager immediately catch that they need Coke when a girl said Thanda.

Popularity of coke in sense of THANDA


Commercial Four: AMIR KHAN as a BHAI! Message: Thanda matlab Coca Cola!Focus: Young generation.

Focusing on general public using a specific accent which is very frequent in India and supposed to be a common language so understandable by everyone thou attract a large segment through this demonstration.


Commercial Five: Coca Cola as a family drink! Main idea: Thanday ka TADKAFocus: On all family – to keep coke

in house

Here it was an attempt to promote coke as a necessary item of refreshment for guests as well as for family members in a funny and touching manner.

REFERENCES

www.coca-colaindia.com

www.coca-cola.com

us.coca-cola.com

www.coca-colacompany.com

www.cocacola.co.za

www.worldofcoca-cola.comwww.cokezone.co.uk

www.cokecce.com

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