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Transcript of Coca-Cola
Hitomi/ Market Researcher
Harani / Creative Head
Marie/ Creative Head
Yasir / Project Management
1887-1890s – Inserting the ‘Trademark’
1890-1891 – Extra swirls
1941-1960s – Tail tweaked
1958-1960s – A fishy shape
The HAHA Team
1969 – That famous white wave
2003 – Keeping it real
2007 – A classic design
2011 – 125 years of happiness
Refresh the world
Create value and make a deference
Inspire moment of optimism and happiness
1886 - Drink Coca-Cola
1993 - Always Coca-Cola
2001 - Life Tastes Good
2005 - Make It Real
2006 - The Coke Side of Life
2009 - Open Happiness
2011 – 125 years of happiness
CocaCola's 125th birthday logo sees bubbles bursting from our famous Contour Bottle – a celebration of our past, present and future.
Symbol of Joy and Fun!
Focus on needs of our consumers, customers and franchise partners
Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
Coca Cola uses
“Multi-segment” targeting strategy.
400 different products line,
total of 3500 products mix.
Age 15-25 years old 40
income-All income level
Showing their status
The #1 beverage brand in terms of reach and sales.
Popular subsidiary like Fanta, sprite and Minute made
Strong marketing and advertising
Most extensive beverage distribution channel
Effective and efficient packaging
Bottled water consumption growth
Increase demand for healthy food and beverages
Growth through acquisition
Entering snacks industry
Health consciousness amongst people
Difficulty in complying with different government regulations and norms in different countries
Changes in consumer preferences
No presence in the snacks and food industry.
The presence of traces of pesticides in the cola beverages have caused damage to the brand image
Strong competition in the aerated drinks segment from Pepsi Co means constant fight over market share
New product development - Lollipop
summer is 60%
winter time is 40%
( age, sexes, lifestyle.)
-Coca Cola- For all
-Coca Cola Zero- targets teens
-Diet Coca Cola- targets adults