coca cola management project

7/27/2019 coca cola Management Project

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Acknowledgment .......................................................................................................................................... 3

Introduction .................................................................................................................................................. 4

History ........................................................................................................................................................... 4

SWOT Analysis............................................................................................................................................... 5

a. Strength............................................................................................................................................. 5

b. Weakness .......................................................................................................................................... 5

c. Opportunity ....................................................................................................................................... 6

d. Threat ................................................................................................................................................ 6

Marketing & Branding Strategic Objective ................................................................................................... 6

1. Identifying and Establishing Brand Positioning ................................................................................. 7

2. Planning and Implementing Brand Marketing Programs ................................................................. 7

3. Measuring and Interpreting Brand Performance ............................................................................. 8

4. Growing and Sustaining Brand Equity ............................................................................................... 8

Branding Strategy.......................................................................................................................................... 9

CONCLUSION ............................................................................................................................................... 10

RECOMMENDATIONS ................................................................................................................................. 10

Appendix ..................................................................................................................................................... 11


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Acknowledgment

Perfection was the watchword we had in our mind when we started working on this case-study.

However people generally agree that man can only strive to approach excellence but never

actually achieve it. Exquisite perfection is rather a trait of God, and by his grace, we have tried

very hard to make this report an excellent one.

We would like to thank Sir M. A. BUTTfor his instructions which he gave to us, which could not

have been successful without his dedicated attention & guidance.

We are grateful to our teacher for providing us such a meaningful oriented chance to explore

new dimensions.


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Introduction

Our Company is the worlds largest beverage company, refreshing consumers with more than

400 brands. Globally it is the No.1 provider of sparkling beverages, juices and juice drinks and

ready-to-drink teas and coffees. Through the worlds largest beverage distribution system,

consumers in more than 200 countries enjoy the companys beverages at a rate of 1.5 billion

servings per day.

In order to achieve mission, we must create value for all the constraints we serve, including our

consumers, our customers, our bottlers, and our communities. Our Company creates value by

executing comprehensive business strategy guided by six key beliefs:

1. Consumer demand drives everything we do.2. Brand Coca Cola is the core of our business.3. We will serve consumers a broad selection of the non-alcoholic ready-todrink

beverages they want to drink throughout the day.

4. We will be the best marketers in the world.5. We will think and act locally.6. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increase volume, expand our share of

worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and

create economic value added by improving economic profit.

Our system has more than 16 million customers around the world that sells or serves our

products directly to consumers. We keenly focus on enhancing value for these customers and

helping them grow their beverage businesses. We strive to understand each customers

business and needs, whether that customer is a sophisticated retailer in a developed market a

kiosk owner in an emerging market.

There are nearly 6 million people in the world who are potential consumers of our companys

product. Ultimately, our success in achieving our mission depends on our ability to satisfy more

of their beverage consumption demands and our ability to add value for customers. We achieve

this when we place the right products in the right markets at the right time.

History

Our brand name in the world got its starts in an Atlanta Pharmacy, where it sold for 5 cents a

glass. On January 31st, 1893; the name Coca-Cola was registered as a trademark. In 1895; our

company had established syrup plants in Chicago, Dallas and Los-Angeles.

In the 1920s; we pursued aggressive global branding, finding such creative placement for its

logo as on dogsleds in Canada & on the walls of bullfighting arenas in Spain . Our companys

popularity was fueled by colorful & persuasive advertising that cemented our company image


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as All American beverage.After Vietnam War, we developed more globally aware advertising.

Our companys early moves in restricted market such as China in 1978 & Soviet Un ion in 1979,

bolstered our company image as global company image. We were voted the best-known and

most admired brand in the world.

We didnt institute a uniform marketing program in each of its global markets we only often

tailored flavor, packaging, price & advertising in specific market. We hired local managers for

sales and distribution of our companys products.

To make our company products more relevant and well-positioned against the competitors, we

uses different agencies in different company in order to make our brand local free. Moreover

the marketing-mix is designed in each country to stress that coke is positioned positively on

attributes relevant to local competitive products. Hence, our brand looks similar across the

globe.

In the year of 2000, we adopt the new-mantra; think local, act local, the results of this hyper-

local focus were missed the sales targets. So, in 2002, we formed 100-persons team on the

request of the local managers, which were the centerpiece of the global marketing groups,

setting strategies, hiring agencies and sharing best practice among the local managers.

SWOT Analysis

a. Strength Coca-Cola is enjoying formative position vis--vis competitors. Company is maintaining good company relationship with suppliers. Company relationships with CBA are condyle & based on mutual understanding. Company is financial strong. Company is enjoying brand loyalty. Company production process, operation research & procedure are consistent

with recruit high standards.

b. Weakness Strategic thinking are desired to reinvent & improvise the vision, mission and

strategic objective

Company needs significantly improvement in marketing strategy moreimportantly designing, formulating and managing brands in the global markets.

Company needs more improvement in HRM.


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c. Opportunity An economics condition of USA is moderately poised. Company is equipped to intern the social shift. Company is implementing all the industry related.

Govt. policies related to beverage industry apparently seem consistent andcontinued.

Company is equipped with contemporary technology related to beverageindustry.

Company has global presence at this globally admired.d. Threat

USA is experience social style related to beverage industry. In beverage industry more independently locally as well international soft drinks

industries are working.

There are also indirect threats in shape of future upcoming beverage industry. Managing global arena seem difficult and daunting challenges. Market internationally as beverage to Americans.

Marketing & Branding Strategic Objective

Our local marketing strategy enables Coke to listen to all the voices around the world asking for

beverages that span the entire spectrum of tastes and occasions. What people want in a

beverage is a reflection of who they are, where they live, how they work and play, and how

they relax and recharge. Whether you're a student in the United States enjoying a refreshing

Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a

couple in Korea buying bottled water after a run together, we're there for you. We are

determined not only to make great drinks, but also to contribute to communities around the

world through our commitments to education, health, wellness, and diversity.

Here are following steps with which we can make our brand stronger.


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1. Identifying and Establishing Brand PositioningCompany must have to understand of what our brand is to represent and how it

should be positioned with respect to competitors.

2. Planning and Implementing Brand Marketing Programs2.1.

Choosing Brand Elements.The most common brand elements are brand names, URLS, logos,

symbols, characters, packaging, and slogans. A number of options and criteria are relevant for

choosing them to enhance brand awareness or facilitate the formation of strong, favorable, and

unique brand associations.


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2.2. Integrating the Brand into Marketing Activities and the Supporting Programs.Although the judicious choice of brand elements can make some contribution to

building brand equity, the biggest contribution comes from marketing activities related

to the brand. Marketing programs can create strong, favorable, and unique brand

associations in a variety of different ways.

2.3.Leveraging Secondary Associations. The third and final way to build brand equity is toleverage our secondary associations. Brand associations may themselves be linked to other

entities that have their own associations, creating secondary associations.

3. Measuring and Interpreting Brand Performance3.1. Brand auditwhich can help our brand to assess its health, uncover its sources of

equity, and suggest ways to improve and leverage that equity.

3.2. Brand value chainmeans to trace the value creation process for our brands, tobetter understand the financial impact of our brand marketing expenditures and

investments.

3.3. Brand equity measurement system such type of research procedures must bedesigned to provide timely, accurate, and actionable information for our marketers so

that they can make the best possible tactical decisions in the short run and the best

strategic decisions in the long run.

4. Growing and Sustaining Brand Equity4.1. Defining the Branding Strategy

4.1.1. Brand-product matrixmust have to develop for last 5 year data of all the brands andproducts sold by the company so we can analysis up and down turn of our sales.

4.1.2. Brand hierarchydisplays the number and nature of common and distinctive brandcomponents across the firms products.


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4.1.3. Brand portfolio must have to increase so that our company can offers for sale tobuyers in a particular category.

4.2. Managing Brand Equity Over Time

Effective brand management also requires taking a long-term view of marketing decisions.

4.2.1.Managing Brand Equity over Geographic Boundaries, Cultures, and MarketSegments.Another important consideration in managing brand equity is recognizingand accounting for different types of consumers in developing branding and

marketing programs.

Branding Strategy

It is necessary to build our brands strong so, we have to block pyramid, which are as follows;

Brand salience.Our Brand is one that has both depth and breadth of brand awareness, such

that customers always make sufficient purchases as well as always think of the brand across a

variety of settings in which it could possibly be employed or consumed.


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Brand Associations.A number of different types of associations related to either performance

(Primary ingredients & Supplementary, our product reliability & serviceability, Style & design,

prices) and imagery (user profile, purchase, values, history & experiences) become linked to the

brand.

We can characterize our brand association with image & meaning according to strength,

favorability and uniqueness.

Brand Judgment & Feeling.Although all types of customer responses are possibleultimately

what matters is how positive they are. So we build our brand as positive because it affects the

consumer response.

Brand Resonance customers purchase our brand repeat on several occasions which shows a

strong attachment with our brand. We take a broader meaning to the customer through sense

of community

CONCLUSION

After thorough research, we come to the conclusion that the marketing strategy of our

company is working and the product is gaining popularity among youth day by day.

RECOMMENDATIONS

After completing our project we have concluded some recommendation for the company,

which are following.

Company should try to emphasis more on providing their infrastructure in the market tofacilitate their customers.

Company must think local act local.

Marketing team should try to increase the availability of Coke in all areas. They should also focus the all type of generations.


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Appendix

coca cola management project

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