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RELATIONSHIP MARKETING STRATEGIES BY COCA COLA

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Sana Ibrahim

on 17 August 2016

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Transcript of RELATIONSHIP MARKETING STRATEGIES BY COCA COLA

RELATIONSHIP MARKETING STRATEGIES BY COCA COLA

INTRODUCTION
Based on Jim Harvey's speech structures
SITUATIONAL ANALYSIS OF COCA COLA
RELATIONSHIP MARKETING STRATEGIES
RECOMMENDATION OF FEASIBLE STRATEGIES
Coca Cola was born on 8th May 1886 in Atlanta, Georgia by a local pharmacist named Dr. John Stith Pemberto
He created the drink out of curiosity by creating flavored syrup and mixing it with carbonated water which was really liked by the people who sampled it.
The first year of Coca Cola saw a sales
average of 9 glasses per day.

Today the company sells a total of 1.9 billion
daily servings of Coca Cola beverages globally
Coca Cola incorporated as a company
in 1892 by Asa G. Chandler who bought
the majority of Dr.Pembertons Coca Cola
Business.

Under Mr. Chandler’s leadership Coca Cola’s distribution expanded to outside of Atlanta.

By 2012 there are only 2 countries in the world in which Coca Cola doesn’t do business i.e. North Korea and Cuba

The vision statement of the company is “To achieve our mission, we have developed a set of goals, which we will work with our bottlers to deliver”
Mission statement is “To refresh the world - in mind, body and spirit, To inspire moments of optimism - through our brands and actions, To create value and make a difference everywhere we engage”
As of 2013, the company has 130,600 employees across the globe and with a net total equity of US$ 33.33 billion

The company is still going strong in its 128th year of business.

As of 2014 Coca Cola Company sells more than 200 brands worldwide with 8 of them being sold in Maldives
CUSTOMER AUDIT
MACRO-ENVIRONMENTAL AUDIT
Coca Cola Company does not restrict itself to a particular region or country or to a particular age group. whole world is a customer for Coca Cola
Huge amount of campaigning is done to retain the customers. people demand Coke despite the health issues with Coke
Political - different rules in each country
Economic - increase in prices (Inflation)
Sociological - Health conscious people
Technological - overcome technology barriers
Legal - Change in Tax system
Environmental - nature-friendly
packaging
PRODUCT
Even though the main product of the Coca Cola Company is Coke, to compete with other brands in the soft drink industry, Coca Cola has created other brands like diet coke, Dr. Pepper, sprite, Fanta…etc.

The Coca Cola Company produces fruit juices and energy drinks as well. The high focus on the soft drinks industry has allowed the company to distinguish itself as a quality provider
PRICE
Due to the large middle class customers Coca Cola to keeps their prices low.

However, this low pricing strategy is not a problem for Coca Cola as they a huge production of other similar drinks and they can distribute the cost amongst the other brands gaining them economies of scale
PLACE
Coca Cola has a wide distribution network for its products.Coca Cola products are available in super markets as well as retail shops. Coca Cola also sells its products through vending machines placed in business areas and public buildings.

It is the ease and availability of the products that the customer loyalty for Coca Cola products is increasing
PROMOTION
Coca Cola spends extensively on promoting their product.

They invest billions of dollars in to their promotional activities. Coca Cola advertises in Medias like television, online, magazines, social media…etc.

Also sales promotions are held during slow periods to boost revenue
PACKAGING
When the sales dropped in Australia, Coca Cola customized the packaging of “Coke” with Australia’s most famous youngster names i.e. to replace the “Coke” written in the bottle with the names. This strategy proved to be successful in the country. Now Coca Cola is practicing customized packaging in a total of 30 countries worldwide
As more people are becoming health conscious the beverage market is changing rapidly. This has led to a shrinking market in the United States. To overcome this loss of customers in United States, Coca Cola can introduce its other products like sports drinks fruit drinks and tea to the United States Market.
RECOMMENDATION OF FEASIBLE STRATEGIES
Coca Cola Company can create health awareness about its products and beverages. This will create goodwill for the company. In the end it will increase the demand for other products of the Coca Cola Company as well as increase the share price of the company
RECOMMENDATION OF FEASIBLE STRATEGIES
Coca Cola Company can create a mobile application to go with the FreeStyle Machine they have created. The mobile application will allow the customers to save all their preferred blends so that any FreeStyle machine can know the favorite flavor combo of the customer
To retain its customers the Coca Cola Company should keep on doing more and more promotional activities in the future. Since Coca Cola is a saturated product they cannot do anything to grow and the only option they have to retain their customers is promotions and campaigns.
RECOMMENDATION OF FEASIBLE STRATEGIES
Full transcript