Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Coca-Cola

No description
by

Miguel Alquezar Yus

on 26 May 2015

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Coca-Cola

Timeline Coca-Cola:
1886
1906
Creation of Coke
by J.S. Pemberton
First expansion
to Cuba, Panama
and Canada
1916
Iconic contour
bottle
1919
Expansion
to Europe
1931
Bottling integration by franchising
1939-1945
US Army as a carrier of CocaCola
1945-1961
(American Dream)

1950
TV Commercial
1953
"Time Coke"
1961
"One, Two, Three"
Diversification
process
2014
Why this path of growth?
Product diversification
Path to the Emotional Branding
Seasonality
Aggressive Marketing
Presence in 216 countries
Coca Cola
Diet Coke
1886
1983
1982
2005
Caffeine Free Coke
Coca Cola Zero
Adaptation to market's needs
1886-1923
1923-1980
1980´s- Present
Transnational Marketing
Customer Marketing
Centered in the
customer
Emotional Branding
What is Emotional Branding?
Published as a medicine
“For headache and exhaustion,
drink Coca-cola” (1900)
Published Coca Cola as great company
Centered in the
product
Why in Coca Cola?
Competition with homogeneous
products (Pepsi)


Globalization
Focused on
ideas
"Open happiness"
1923-1939
1940-1949
1950-1979
Start of Robert Woodruff
Mid-class feeling
6-pack innovation
Olympics 1928
Commitment of Coca Cola
with the WWII
Image of the American Lifestyle
"A World of Customers"
Huge introduction of Coca Cola in the mass media
Pleasure and leisure
"New Coke"
1985
Utilization of marketing to solve that problem:
1921
1931
1993
"Thirst knows no season"
Geographic segmentation
Connection between global brands and local cultures
Bottling
"Think globally, act locally"
Economies of scales Large
franchising system
Know-how provided by Coca Cola
Adaptation to
national specifications
Maintenance of basic features (Logo, colours...)
Satisfaction of local tastes
Syrup
Water
Chemicals
National Coca Cola
+/- Sweet/Bitter/Carbonated
Depending on countries
Responding Changing Consumer
Needs with
Innovation
Diversified range of products
Different
flavors
for different countries
Local communication to strengthen its global position
Standardized marketing

Adapted to local culture
Cola-Wars
How are we now, and tomorrow?
Emotional marketing as the innovation to maintain that path
Time Coke
One, two, three
Coca Cola Life
2013
Perfect substitutes
Product differentiation
Competition in
product
Different brand image
Diversification and expansion
Anna Abad
Miguel Alquezar
Alba Surís
Ruyi Zhao

Conclusions
Market
multi-segmentation
Full transcript