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Coca Cola Marketing Presentation
Transcript of Coca Cola Marketing Presentation
1886 - John Pemberton made French Wine Coca Recipe
1887 - First sales promotion in newspaper
1888 - Company Incorporated with four Atlanta businessmen
1892 - The Coca Cola Company founded by Candler
1894 - First advert on billboard in Georgia
1899 - First bottling plant in Chattanooga,Tennessee
1944 - The one-billionth gallon of Coca-Cola syrup was manufactured
1961 - Sprite introduced
1982 - Introduction of Diet Coke
1985 - New Coke recipe introduced
2011 - Word Classic taken off all coke products
What is Coca Cola?
What does it taste like?
What does it look like?
What do consumers expect?
What Is Coca Cola?
Carbonated cola flavoured soft drink
Available in a number of forms including Original, Diet, Zero as well as flavours such as Cherry and Vanilla
What Does Coke Look Like?
Instantly recognisable iconic Red & White logo
Glass bottles developing to cans and then plastic bottles
Associated with hip/cool image.
Don’t buy a drink, buy an icon.
What Does It Taste Like?
Fizzy cola flavoured soft drink
High quality consistent taste across all lines - produced in coca-cola owned factory to ensure total quality management
Product differentiation - different tastes in different markets. (Higher sugar in US)
Flavours added to expand product to more individuals and enhance their perception
What Do Customers Expect?
Convenient - easy to access and enjoy on the go.
Tasty - Flavoursome drink that will satisfy taste needs
Popular - Will fit in with personal image
Reliable - Consistently reliable flavour that never fails to deliver a superior taste
Early Fixed Price Strategy
1886 - 1959 - very little fluctuation in price.
Aggressive Marketing - 5 cent price tag
High inflation in 1950's, abolished fixed price strategy.
Since 2012 Coke has been available in every country in the world except Cuba and N. Korea
Over 3000 brands globally
Certain products only available in certain countries
Improving Public Image
Coke have gone from:
Happiness = Coke Healthy = Happiness = Coke
Settled a case taken against them over caffeine content
Reduced Caffeine content to save Public image.
Common Myths about Coca Cola
Coke sponsored the 1936 Nazi Olympics
Only two people know the recipe for coke and they cannot be on the same continent at the same time.
Coke was originally green.
Coca Cola Prices Today
PR Crises for Coca Cola
Over 100 sick children
15 million cans recalled
“Your coke is back!” campaign
Coca cola’s image is left untarnished
Allegation of unclean factories
High pesticide content in beverages
Expert teams sent in to deal with the problem
Restored faith and trust of people
Recently received environmental award for government
Health Awareness Campaign
“Calorie in, Calorie out” to promote a healthier lifestyle
• Magic Pills
Quirky Campaign to encourage exercise.
Coke is made from cocaine
Coke is so acidic it will decay a full tooth
Coca Cola made Santa Claus red
Advertising objective is to communicate brand image
Sales objective - Remind people about Coke
Historically - large advertising budget
$3.2 billion advertising expense
Brand is worth est. $74 billion
Strategy of multiple campaigns
Happiness, Positive Emotions
That warm fuzzy feeling
TV, Billboard, Online, Sponsorship
Free merchandise, vending machines, 007
Tailored to regions (Ramadan)
Hilltop Ad Campaign
I'd like to buy the world a coke
Share A Coke Campaign
Originally run in Australia and New Zealand
So popular it was launched in Europe
Sales went up by 2.9%
Coke Happiness Machine
Huge attention from social media
Millions of hits in you tube
Promotions Gone Wrong
Promotional Campaign in Canada of Vitamin water
French words printed on the inside of cap with dual French and English meaning
Some words very offensive
World's largest carbonated drinks company (60.9% Market Share)
Over 500 products
Main rival is Pepsi
"Responsible marketing company"
US Price - 69c
Irish Price - €1
Indian Price - 23c
US Price - €1.78
Ireland Price - €2.29
Indian Price - 42c
India Crisis 2003
Modern Pricing Strategies
'Meet the competition pricing'
Each region has own bottling plant
Manual distribution centre model (MDC)
It is ‘the pull of the Coca-Cola brand’ that is responsible for getting Coca-Cola to the most remote parts of developing countries
Coca Cola only distributes syrups
Bottled locally where sugar and water is added
Means coke tastes different in every country
Different cultures have different tastes for Coke
Fluent and consistent strategy
Entering new markets
Maximise shareholder value
Belgium Crisis 1999
Always Coca Cola
Linking Christmas to Coca Cola