Chpater 7- Business Marketing

Coca Cola Company is based on Business marketing. Coca Cola Company first started its bottle agreement on 1899 and today it has 300 bottling partners worldwide. The company manufactures and sells concentrate, beverage bases and syrups to the bottling operation which than manufacture, package, merchandise and distribute the final product to the costumers and vending partners that than sell it to the final costumers. The Coca Cola Company owns the brand and responsible for the marketing initiatives. Except the bottling partners, Coca Cola Company has strategic alliances with different large companies to leverage their brand. There bottling partners are the ones who work closely when it comes to the restaurant business,retail stores, movie theaters and etc. Marketing in Coca-cola is one of those businesses that means they can indirectly reach the customer and in this way make new and keep existing customers without having to directly market to them. Coca-cola is a big company and even though they market efficiently many of other businesses want to contact them instinctively. Coca-cola also sells its products out of the country to individuals who make the products in their own factories. The Coca-Cola Company is a business-to-business electronic commerce which means it often uses the Internet to make the exchange of goods, services, and information between many of there organizations. The company created its own pages on facebook, twitter, and myspace.In which you can like the page, comment and tweet. The facebook page has over 4,000,000 fans which helps coca-cola become involved in the advertising industry by allowing them to even post pictures of the beverages and also comment if they like the new products that has come out.

Here is a video concerning the facebook that is made today.

Chapter 8- Segmenting and Target Markets

Coca-cola has more than 400 products and 3,500 product mix. A company that by far has been the best at marketing there products and doing everything possible to get there consumer to buy there amazing drink.

 

Coca-cola demographic segmentation

They range from the age 16-25 years old. Targeting both female and male because its a drink that can satisfy both and the income depends where the soda is being distributed because if you taking it to the city like Manhattan it is going to be a little more expensive then taking to to a small town.

 

Coca- cola geographic Segmentation

when it comes to the drink coca-cola there targets varies upon age, sexes and lifestyle. coca-cola is one of the most famous drink out there and it is sold nationwide, because it is given that title they have also decided to make healthier products such as juices and even there own coca-cola version of a healthier soft drink. They have diet coca-cola which many adults who want to be healthy and also be able to drink there coke can enjoy. they have coca cola zero which is a drink that targets teen because it doesn't have the calories that a usual coca-cola has but it still taste the same. when is comes to juices they have powerade which is a sport drink which mostly athletes drink to get more energy and minute maid which kids and adults love to drink because it full of vitamins and parents love it for there children.

 

Coca-cola psychographics segmentation

This is when drinkers of the same brand now that other brands are lower and are not better then what they are use to drinking and they will still stick to the brand they been drinking. Also In an high percentage education, the company can use advertisements to convey the company massage.

 Coca Cola is a recognized world brand, people will drink it without hesitate. 

Coca Cola designed to satisfy the consumer’s needs. The products are sold to diverse population all around the world Coca Cola recognized this need and begun to produce different beverages that are satisfying those consumers.

Chapter 11-Developing and Managing Products

The coca-cola company introduced a guy named Victor Behrmann who is head of the groups  for Europe,Eurasia and Africa and he spoke for the product development in December. In the product development they have a stage called stage-gate model. which is a period of work and a gate in the decision making point and each stage is follow by a gate. the gate closes and open allowing the project to move n to the next stage. Some of the gates were returning to the same stage which is improvement, termination of the gate keepers fail to make a decision, suspension and proceeding positive decision.  

The key elements of the stage gate model are the idea which is the consideration of technology and market trends. they have assessments of competition and consumer needs. Consumer recommendations and brainstorming. Building a business case which is technical feasibility, risk analysis, investment plan, brand alternatives, communication alternatives.the company also makes a research with the similar products threw out the world and finds niches in the global market. Coca-cola does thorough research of the market, competition and the projected revenue before putting a new product on the market, the company does not publicly display this research but it is understood that by holding many surveys it becomes easy to project the demand for the product

Development is basically technical solutions, supply chain plan, investment prospects, surveying consumer use and perception of the product, quantitative testing of consumers and brand name. Coca-colas when developed a prototype the taste of their product does not lose its texture and color, it will maintain its uniqueness. When coca-cola develop a prototype they supply samples to their projected target market in order to understand what to change and improve in the product. Coca-cola also does a Preparations for launch which is commercial solutions, supply chain capacity, pricing, product design, communication plan for consumers, sales plan. they are very good at this because when any product that comes out new in there line they know how to launch it very well.Marketing activities which in the coca-cola company is very important. Its market supply, quality assurance, preparation of sales and distribution plans, sales promotion, samples, advertising, monitoring awareness and testing.

Commercialization is also very important its ensuring the great exposure and focusing on the availability in the retail store the connect with. Commercialization decides the start of production, build inventories and building the infrastructure of sales and distribution. When making a new product coca-cola its easier in these aspects because the company already has most of the infrastructure, space and ability to produce in any quantity. Coca-cola has an experienced team that trains new employees and inject belief and commitment to their sales teams. they know what there doing.

    

Chapter 16- Integrating Market Communications

The Coca-cola has been very successful because of there way of marketing. they have done a great job in building this business up and making what it is today. Wendy Clerk before joining with Coca-Cola was working with AT&T whicn is a huge company as well. She use to advertise for that company she was the one who made the tag line" your world. Delivered."  She even has receive awards for her successfulness.  When it comes to marketing communications there is more specific person who is recognize in doing that for Coca-cola. Wendy Clark joined the company in 2008 and is senior vice president. What Wendy does is that she oversees global design, media, sponsorships, interactive marketing and marketing of the company's live positively sustainability platform and lastly marketing communications. Wendy has been a great sport with this company because she and her team of people have achieved a great amount of time in the company top come up with great ideas such as the "Open Happiness" campaign. Wendy Clark has help Coca-cola in there first global mobile marketing campaign concerning the 2010 FIFA world cup program. which is one of Coca-cola largest marketing activating with Wendy helped Coca-cola has gain huge improvement.

Some of the tools other than advertising that Coca-cola uses are trade promotion. Public promotion is when the company gives information to the media in order to get good reviews from them. Sometimes as cases maybe it could be bad news as well. They also use trade promotion which is when the company offers retailers temporary discounts which can either pass to consumer's or not but the idea is to simulate a sale. Sales Promotion is when the customer are given discounts, coupons or rebates and anyone loves a good sale.  they also have personal selling which concerns of a sale person that will represent the company and uses skills and techniques that will help build personal relationships with the customer which will them benefit them. Something that i always see when it comes to Coca-Cola is In-store displays which is when the company has there products displayed in the store and they have there specific places they they believe they product will sell best. 

Coca-cola projects an iconic image because the company makes commitments to have positive difference in the world, the social responsibility of coca-cola is shown by their pursue to help with cleaning water to communities in Africa and coca-cola also have committed to recycle and have transformed all their factories to be able to recycle all of their waste water and return it to the environment in order to support aquatic life. Coca-cola spends millions of dollars a year on advertising. The company has its name and logo on many billboards around the world in the most prime location. Coca-cola is known for there commercials on television and has always connected to their consumers through them.

Chapter 10- Product Concept

Coca-cola classic has to be the biggest product the company has, marketers have work really hard to make this product known. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. On May 8, 2011, Coca-Cola makes its125th anniversary. Coca-Cola was first offered as a fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water. In 1915 a group representing the company asked glass manufacturers to design a package that will be easy to distinguish from the other competitors. By 1916 the glass bottle was introduce with its unique shape that can be seen at dark and became the most recognize icon in the world. The contour bottle became one of the few packages that got trademark status by the US patent office. The package label is a "persuasive labeling" that focuses more on promotional logo that gives information to consumers.

The Coca-cola Company has made over 3,500 beverages mostly everything person would desire to drink i assure you they will have it. Coca-cola varies not just from soda drinks but it also has a variety of diet drinks, regular sparkling beverages to still beverages such as drinks with 100% fruit juices. They also have water, sport and energy drink, teas, coffees,milk and soy based beverages. These are products that are not only seen in the united states but also all around the world. Coca-cola is known more for there classic coca-cola and may seem as if they only sell soda drink bit they have more variety that you can imagine and they will continue to make more products soon now that they have this new coca-cola system where they have slowing begun putting in fast foods places where they drink are automatically going from this machine and not only can you get the drinks you usually get in a fast food place but you will also have many other flavors to choose from, you will be able to mix and change up your own drinks and that is the idea for them the more they see a special drink being mix the more ideas come to there head to make a different drink.

The Coca-cola brand is a valuable branf and it earns its benefits threwout the years. Some of the advantages they have had because of this is there custumers because they keep going back to there product. they are very loyal to there brand and been with it for year. its hard for a person who likes something and not go back to it they will eventually keep buying the same product that furfill there needs. All of coca-colas products are consumer’s products, as coca-cola says in their mission statement they are meant to “refresh the body mind and soul” of their consumers.

Chapter 18- Sales Promotion and Personal Selling

Coca-colas promotional strategies include getting shelves packed. What they do is  purchased shelves in big supermarkets to display their products as attractive as they can be. They also try to make there products in eye catching positions. They have almost all there vending machines in a place where the consumer will be able to see it right away. Normally they will keep their freezers near the entrance door. I have seen alot every time i shop.

Coca-Cola is by far a great promotional company. What they been doing is called my coke Rewards. What My Coke Rewards does for you is offers you to buy Coca-Cola products in order to receive gifts back. It can be coca-cola or it can be some of their other products they have such as Powerrade,Fanta,Sprite Minute Maid etc. and in those bottles you will find a code under the capes. Threw the Internet you add those codes that you have receive and you start earning points. When you rack on the points what it does is that it will help you spend the point in different ways in which they give you to spend. The points help you enter sweepstakes, support a good cause, Donate to your school and instant win. This reward card will also give you the access to receive offers and promotions concerning Coca-Cola. This is all done by Internet but if you don’t have time to put in your code you can give them you cellphone number and send the code threw there. I am a Coca-Cola lover and decided to join in the rewards card. Now all I have to do is start buying my Coca-Cola and put in my code.

This is the link to the my coke rewards if interested http://www.mycokerewards.com/home.do

Coca-Cola in my opinion is the best when it comes to promoting coke. Each year coming summer Coca-Cola is all over Amusement parks. Especially Six Flags they use them Coca-Cola cans for costumers could get discount on their Amusement parks. All they have to do is buy a can of Coca-Cola and bring the can to Six Flags and the costumer gets a percentage off their total. I actually have tried this myself and it really works you give them you can of soda and they will discount you money. They even have before you enter Coca-Cola machines so if you want to buy a Coca-Cola before you go into the Amusement park and be able to get you discount.

Chapter 17-Advertising and Public Relations

Coca-cola has been one of the most advertise company's that we see on television. One of the most common commericals that coca-cola usually uses is the cute cuddly polar bear. This polar bear has been in many commericals with a coca-cola on its side. Coca-cola newest PR campaign has taken action in reducing human impact on global climate change. The Coca-cola company feels that its there responsibility to protect their 50 year icon and they have issued a statement in there website that says:

“Beverage concentrate is largely shipped to bottling operations by sea, while finished beverages are mostly transported by road to distributors and retail customers. The environmental impacts of the transportation of our product -- whether by land or by sea -- result from fuel consumption, exhaust emissions and maintenance.

We are working to conserve fuel in our fleet of approximately 200,000 diesel vehicles through the introduction of idle-reduction and bio diesel technologies, which can also help reduce emissions. We also have begun use of diesel-electric hybrid trucks in select markets.

In 2006, a two-year test run of bottling partner Coca-Cola Enterprises' (CCE) new diesel-electric hybrid truck revealed a 32 percent improvement in fuel economy. With CCE, we also put into place a way of systematically evaluating and promoting energy-saving fleet technologies for replication throughout the entire Coca-Cola system.”

I think that coca-cola has been taking a great move towards saving the polar bears. Coca-cola has use and keeps using many ways of advertisement and the company spends alot of there time and money to put there products out on billboard, T.V and magazines. They sponsor many events all over the world. Some of the events they sponsor are many social and cultural backgrounds. Coca-cola does institutional advertising which is when they advertise thee product but they are also putting there name out there".

Coca-cola advertises all around the world in different countries the advertisements are usually spoken in the languages in those countries and that is one way of enhancing the targeted market. I was once in Dominican Republic and notice the commericals of Coca-cola and everything they would say would be in Spanish. 

Coca cola is known for their innovative and creative commercials, most events on prime time will have coca-cola commercials in the intermissions.

Not only is the polar bear use many times in the Coca-cola advertisement but coca-cola has an image which is highlighted in most of their commercials. The image of a of Santa-Claus drinking coca-cola is  also an image booster that coca-cola uses to advertise there products. Everyone knows that when its time for the holidays especially Christmas we will be seeing our commericals of Santa-

Claus drinking hes coca-cola.

This is a video where we see a commercial of our famous Coca-cola Santa Claus..

Chapter 15- Retailing

When it comes to Coca-cola company they have a retailing research company. In Africa, Asia, Europe, Latin America and North America, Coca-Cola Retailing Research Councils has a research on issues that are not helping the retail industry. The results are communicated through a collaborative website that allows retailers to gain information necessary to respond to the changing of the marketplace.Coca-cola has done a amazing job to get there retail going They have gone to all these countries and made strategic plans to help with retailing and in order to know the marketplace in that environment here are some place in where Coca-cola has decided to directly relate there sale goods and services.

ASIA

- In Asia Coca- cola looks for new consumer demands that redefine the basics of retail this will help coca-cola receive more costumers in Asia. Some of the questions coca-cola asks themselves when approaching there product to Asia are how hyper convenience will change the ways customers shop on & offline,The importance of the experience when shopping in 2020,The Eco conscious consumer in marketing and point of sale and the role of digital and convergence marketing. This is what Coca-cola will make sure to proceed with in order to retail in Asia. In every place they retail to becomes a different strategic plan they have to follow.

LATIN AMERICA

- The Coca-Cola Retailing research councils in Latin America have been trying to understanding the needs of the there consumers. Consumers have become a big challenge to many industries especially to modern retail that there is now. Coca- cola has been analyzing consumers under different perspectives in the previous projects such as relevance, reaction to promotions,price discounting and unexpressed needs. As they do the research they have notice that the  growing middle class contrasts with the stability of developed markets, turning them into the next market. In many Latin American countries the people come from a low economic status so when it comes to price discounting it would help Coca-cola attract those people into buying there product because its something they can afford

NORTH AMERICA

- Coca-cola has notice that the social networking has become a global power demanding attention from many people, brands and retailers. It is the most popular online activity worldwide and has made it a easier way to connect, share and build relationships, communities and conduct every kind of shopping experience. So what they have done is make sure they have provided a foundation to understand the social web and include how it impacts shopping and business and make sure to promote they product threw there

coca-cola has relationships with three types of bottlers independently owned bottlers there products are produced and distributed by bottling companies that aren't owned by the Coca-Cola Company. There are stores that don't only sell the Coca-Cola products but also merchandise, apparel, and accessories. Coca-cola has gotten huge over the years and rest assure that everywhere you go and decided you want a coca-cola there will be a place were you will be able to buy it. They retail in many places that are normally around your area and all over the world.

So i decided to go to my local retail store called Family Dollar. When i walk i felt lost becuase everything didnt look organize usually everytime i go they have boxes all over the aisle. When i turn to my left the first thing i see is the refrigderator where they only had Coca-cola brand breverages. Many Coca-cola's and the rest were sprite and fanta etc. I decided to look around but they had alot of boxes of orders that has come in the aisle. So i decided to leave and not get anything i can not buy what i want with a mess around me. I was going to buy a Coca-cola but then just left.

Chapter 6- Consumer Decision Making

Coca-colas vice president Doug Bippert has been spending his time getting data to better understand his costumers. He has been focusing on building a knowledge platform. this will help merge key decision making and also make points to better inform all involved parties. This will help everyone be on the same page and help improve faster.
Coca-cola has been the drink that has been satisfying all the costumers who love soda. People don't need coca-cola but they want and desire it. It takes away the thirst of the consumers. Consumers who drink coca-cola have there experience of a refreshing moment. This is usually seen in the commericals that coca-cola provide for us on a daily bases. Consumers motivation to buy the product depending on how much they truly desire the product. However, Coca-cola or any beverage similar to coca-cola has a bad effect because of there ingredient high fructose corn syrup and high sugar. There are people who are very unlikely to consume coca-cola but, depending on what they feel and want will determine what they will consume.
Coca-cola has an advantage over its competitors and can even sway consumer decision making in they’re direction. This is because coca-cola is available in many places and is known by different cultures, when thinking about the external stimuli in an individual we can clearly understand coca-colas, whether through recommendations from friends and family, advertisement which is always around when it comes to coca-cola and also the association of the brand with high quality. Through these methods coca-cola has become what people from different spectrum's of society visualize when they think soda.

Coca cola has made a name for itself throughout the past 150 years and continues pursuing new and old marketing techniques, coca-cola succeeds in retaining its classic past and also progressing into the future and remaining part of everyone needs. In active marketing coca-cola is up to date with changes in consumer behavior. The company also promotes itself by being with companies such as six flags, coca cola uses youngsters especially those who belong to a generation to drink coke collect cans and they will gain entry into the amusement parks.

Chapter 5- Developing A Global Vision

Coca-cola global business operates in every community where they do business. They are able to create globally a local focus because they have a powerful system. Coca-cola has nearly 300 bottling partner worldwide.they focuses on beverage creation that enables them to meet the diverse and ever changing beverage needs and desires of there consumers around the world. Coca-cola has been trying to go around the world to be able to tap into customers different experience and include coca-cola. The Coca-cola company manufactures and sells the beverage bases,syrups to bottling operations,owns the brand and they are responsible for the consumer brand. what there partners are suppose  to do is package,merchandise and take the beverages to the costumers to sell the product. The most important places that coca-cola distributes they products to is the movies theaters and amusement parks. They sell at a rate of 1.7 billion servings a day. 

Coca-Cola is  "A company that is heavily engaged in international trad, beyond exporting and importing", Marketing text book p.57

 

Coca-cola keeps having new ways to help the business grow and make there relationships with farmer and consumers. They have increase expended beverages and improve there packaging, sales equipment and costumer service to build the business. There main focus is to reward the shareholders, satisfy consumers and contribute positively to everyone around the world.

Chapter 4- The Marketing Environment

Coca-cola has been the worlds leading manufacturer in the beverage industry. I could say that everyone in the united states knows or least has tried the beverage coca-cola. Coca- cola was founded in 1886 and the corporates heads are establish in Atlanta. The company operates globally in more than 200 companies. They keep being successful as time goes on and they carefully analyze the internal and external business environment.

Technology for Coca-cola had been a way for them to rapidly communicate globally. This has allowed them to collaborate with the international markets.

Coke commercials that we see many times on television are mostly targeted to the young generation. These young people are the most that consume this product and coca-cola wants to be represented as young and energy. So who better then us young spirit teenagers to do that for them or better yet help them. Coca-cola doesn’t forget about the adults. Those to them are called Co- target markets. Those are the ones that grew up drinking the drink and continue to acknowledge there product to others.

Coca-cola has major segments which are people such as me who drink Coca-cola daily and those are the areas where the product is on higher demand. There are different segments concerning how much he people usually consume the product and they are able to recognize who they are.

Who wouldn’t want an inexpensive drink that taste good? Coca-cola is at low budget and be able to buy it either in a plastic bottle or a can not more then $2.00.  Anyone is able to afford it from a teenager to an adult. I certainly love coca-cola and always spend my cash on it. It’s a beverage that taste good and also gives me energy. Coca-cola products are known in every different cultural background. If you you were to ask people from another country if they know about the drink they would respond with a yes. I have notice that Coca-cola has a different taste concerning where its from. I went to the Dominican Republic and notice that the drink was sweeter then here in New York.

Chapter 3- Ethics and Social Responsibility

Coca-Cola’s ethnic is concern with the companies business conduct. They are required to have honesty and integrity in everything they do. The companies business it is necessary to not give any untrue information . This will lower the companies values and costumers. All the people who are associated with the company are required to read and understand the code of business and conduct. It is needed in their work place and community because Coca-Cola has a better chance of everything they do to go as plan. Coca-Cola has its own ethics and compliance office where they have responsibility for education. Consultation, monitoring and assessment that relate to their code of business conduct.

Associates worldwide receive a course that train them in a variety of ethics and compliance's. Coca-Cola has maintain a high standard for anything they do and when it comes to handling there business around the world, they have to be insure that they know their code issues. The last time they revised this code was in 2008. Coca-Cola understands that ethics is important and they take there time to make sure this is correct and well done. One of the issues Coca-Cola is trying is Water Stewardship. They want to reduce the usage of water and make sure we are recycling. They want Sustainable Packaging making sure there are getting zero waste. Coca-Cola is trying to make there company Eco-Friendly. Also there concern is to help being responsible in the way everyone is using they water today. They are also working with Energy Protection and Climate Protection. They want cleaner energy , greater efficiency and the chance to grow their business but not there emissions. 

Chapter 2- Strategic Planning

Coca-cola main focus is to drive and support the companies long term goal of sustainable growth and they have been reaching there goals threw-out the year. One of the things coca-cola focus on is there actual product the quality that it has. It has been the most important and is what has made them succeed. They also focus on the ingredients and minerals they use to create there products. Coca-cola has replaced there management system TCCMS to KORE. KORE helps coca-cola to change there business landscape while supporting the companies strategic growth plans by creating quality management programs. they hold all there operations system wide and there standards for production and distribution of there beverages. KORE guarantees coca-cola the best in products safety quality occupational health, safety and environment standards across the entire coca-cola system. KORE has giving the company even more room to grow the safety and quality of the products. Coca-cola remain being successful the company product quality rating reached near 94 since 2007 and 94.3 in 2010 and it keeps increasing. One of there weaknesses is Pepsi. Pepsi has been trying to make products such as the ones that Coca-cola has in order to beat them. Coca-cola has been doing very well more then pepsi so far ethier way. Coca-Cola has a good system in where they advertise they products especially the product coca-cola by putting commercials outthere.

Chapter 1- A brief History

Coca-Cola is one the most known company for bervages. It has more than 500 different kind of brand beverages such as diet coke, sprite, vitaminwater,powerade, minute maid and so on. These brands are 15 million dollar brands. So many people everyday consume these kinds of beverages. They are the biggest on providing also ready to drink coffees and also juice drinks. Theres about 200 places that have the chance to enjoy Coca-Cola beverages. This company focus is on initiatives that will support active and healty living and enhance the economic development of the communties in which they operate with. Coca-Cola is a very successful company but when it comes to supporting active and healty living i dont agree with that because what they are marketing and selling to us doesnt give us any sign of showing us a healthy active lifestyle.