Presentation Of Essentials Of Marketing Management

PRESENTATION OF ESSENTIALS OF MARKETING MANAGEMENT Prepared by: SHEERAZ ALI Presented to: SIR ISMAT HUSSAIN

Coca-Cola is a cola (a type of carbonated soft drink) sold in stores, restaurants and vending machines. It is produced by The Coca-Cola Company (United States). The Coca-Cola Company offers nearly 400 brands in over 200 countries or territories, which shows its recognization. The Coca-Cola Company (TCCC) only produces concentrate syrup which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise.

HISTORY OF COCA-COLA 

The first Coca-Cola recipe was invented in Covington, Georgia, by John Stith Pemberton, originally as a cocawine called “Pemberton's French Wine Coca’ in 1885.

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Coca-Cola was initially sold as a patent medicine for five cents a glass at soda fountains.

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The first sales were made at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886, and for the first eight months only nine drinks were sold each day.

In 1888, three versions of Coca-Cola (sold by three separate businesses) were on the market.  Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888.  The same year, while suffering from an ongoing addiction to morphine, Pemberton sold the rights a second time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth.  Meanwhile, Pemberton's alcoholic son Charley began selling his own version of the product. 

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In an attempt to clarify the situation, John Pemberton declared that the name Coca-Cola belonged to Charley, but the other two manufacturers could continue to use the formula.

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In the summer of 1888, Candler sold his beverage the names “Yum Yum and Koke”. After both failed to catch on, Candler set out to establish a legal claim to Coca-Cola in late 1888. In order to force his two competitors out of the business. Candler purchased exclusive rights to the formula from John Pemberton, Margaret Dozier and Woolfolk Walker.

In 1892, Candler incorporated a second company, “The Coca-Cola Company” (the current corporation).  Candler began marketing the product by heavy advertising campaign.  The drink had reached the status of a national icon for the USA just in few years.  Coca-Cola was sold in bottles during the early decades. Cans of Coke first appeared in 1955. 

Coca-Cola Sold Around the World  In 1919 Coca-Cola decided it was time to go global.  The Coca-Cola Company was ready to sell ‘Coca-Cola’ to the rest of the world. Market research was undertaken in Central America, China and South America.  By the end of the 1920s there were bottlers throughout the world producing 'Coca-Cola'.

The Aim Of Serving From the 1st day of launching till today coca-cola has been introduced in 27 different varieties:  Diet Coke (introduced in 1982) 

Diet Coke Caffeine-Free

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Cherry Coke (1985)

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Diet Cherry Coke (1986)

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Coke with Lemon (2001)

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Diet Coke with Lemon (2001)

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Vanilla Coke (2002)

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Diet Vanilla Coke (2002)

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Coca-Cola C2 (2004)

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Coke with Lime (2004)

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Diet Coke with Lime (2004)

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Diet Coke Sweetened with Splenda (2005)

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Coca-Cola Zero (2005)

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Coca-Cola Black Cherry Vanilla (2006)

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Diet Coca-Cola Black Cherry Vanilla (2006)

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Coca-Cola BlāK

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Diet Coke Plus (2007)

Coke 4 Every One

Coca-Cola Statistics  Coca cola owns more than ½ of the world’s beverages.  Coke is affordable in all the countries. It was not out of the price range for an afternoon snack.  Coke comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack

PRODUCT LINE EXTENSION There are 27 different varieties of coke like: • Coca-Cola

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New Coke (renamed Coke II)

• Coca-Cola Zero

• Coca-Cola C2

• Coca-Cola Cherry

• Coca-Cola Lime

• Coca-Cola Blāk

• Coca-Cola Black Cherry Vanilla

• Coca-Cola Citra

• Coca-Cola Light Sango

• Coca-Cola Orange

• Diet Coke

• Diet Coke Cherry

• Caffeine Free Diet Coke

• Diet Coke Citrus Zest

OTHER PRODUCTS OF THE COMPANY Sprite

Fanta

In the Olden Days • Coca-Cola sold only 25 bottles in the first year • Nowadays, they sell over one billion bottles per day

Funky Facts • You can put a penny in Coke and it will dissolve • The sales of Coke in the first year was $50, and the expenses were $70

Coca-Cola Recognition • Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day • Coca-Cola is recognized by 94% of the world’s population

Enjoy With Coke

Coke in Space • In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger • A special space can was developed

PRICING The prices of Pepsi is almost same as of its competitor that is Pepsi. SIZES

PRICES

Coca-cola Regular

Rs 12

Coca cola 1Ltr

Rs 25

Coca Cola 1.5Ltr

Rs 40

STRONG DISTRIBUTION NETWORK In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout the world who hold a Coca Cola franchise. Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce finished product then sell, distribute and merchandise the resulting CocaCola product to retail stores, vending machines, restaurants and food service distributors.

PROMOTION Pepsi cola company has promoted its product by every means of promotion. Like for example through electronic media (television, radio, internet), through print media, through bill boards etc  The coke have also signed some agreements with some very strong and expanded retailers.  These exclusive agreements are signed with McDonalds and others, So whichever outlet of McDonald you approach you will only find just Coca- Cola products . 

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Coke has continued using product endorsement by using TV actors/models and cricketers, and other famous celebrities in order to promote their products.

Advertising  Coke was first advertised as a remedy for headaches and exhaustion  Coke has been advertising on television for 50 years..  They use catchy mottos such as: “Adds a refreshing relish to every form of exercise” The Other Side of Coke.wmvCoke Side Of Life

COMPETITORS 

The biggest competitor of coke is Pepsi.

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Pepsi is often second to Coke in terms of sales , but outsells in some localities.

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In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. However, The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held a 60.9% market-share in India.

Charitable Giving • The Coca-Cola Company and its bottling partners shipped more than 30 million donated 8-oz. servings to Hurricane Katrina Evacuees, donated $10 million to tsunami relief efforts in Asia and after the September 11 terrorist attacks committed to a $12 million financial contribution to disaster relief efforts.

SUGGESTION FOR THE COMPANY • As far as personal opinion is concerned I would recommend that the company should concentrate on it advertising efforts b/c coke compete in some countries by its rival competitor (PEPSI) just by advertising campaigns.

Thanks !!