Segmenting and Targeting Markets coca-cola chap. 8

he aim of segmentation in consumer markets is to bring the focus on to manageable groups of like-minded individuals who have a high disposition for a product. Coca-Cola has customers who want low cost drinks for consumption at home. It has customers who want a mixer or a non-alcoholic drink in a bar. It has customers who are hot and thirsty and want a cool refresher outside the Duomo in Florence. The same consumers may at various times join one of the segments and when they do, they will see the product in a different light and value it in a different way.For example, Coca-Cola identified through market research that its Diet Coke brand (also marketed as Coca-Cola Lite) was regarded as ‘girly’ and ‘feminine’ by male consumers. As a direct result the company developed a new product, branded Coke Zero, which is targeted at the health-conscious male segment of the soft drinks market. 

developing and managing products coca cola

the Coca-Cola Company is always looking for innovative ways to refresh consumers around the world. This year alone, the coca-cola company has added 14 new additions to their beverage portfolio. For example, coca-cola's strategy for their new product,Vitamin water stur-d, is that it is the brands latest innovation, and a breakthrough for the enhanced water beverage category.coca-cola created a unit dedicated entirely to the development of new products outside the traditional carbonates category. Coke's domestic portfolio is divided into three business units: sparkling beverages, still beverages and emerging brands to be able to develop and manages their products.  

customer relationship management coca-cola

Customer relationship management is about giving customers the chance to interact with the brand. For Coca-Cola, while they do not sell any Coca-Cola products online, they do use the site to provide information about their products and allow visitors the ability to interact with the brand in fun and engaging ways. A customer response center answers questions and they have developed a page for key customer accounts to facilitate sharing of information. They also use online surveys, usability studies and focus groups to benchmark sites and make improvements. 

integrated marketing communications coca cola

Coca-Cola's promotional mix includes product,price, place, and advertising. Coke's product, all 2800 of them, varies from soft drinks, water, and energy drinks. Depending on the product, the price can vary much. Just Coca-Cola alone is found all over the world. Coke's promotional efforts, span worldwide.One of the promotional strategies that coke advertises are by using phrases such as "Satisfying your needs" and "The choice is yours..." to let consumers know that they are being taken care of and have control over what they consume.

The Coca-Cola logo is an example of a widely-recognised trademark representing a brand mark

product concepts coca-cola

With a portfolio of more than 3,000 beverages, from diet and regular sparkling beverages, the variety spans the globe. it is sold sold in stores, restaurants and vending machines in more than 200 countries, which makes coca-cola one of the most popular convinience products in the market. Everyone knows about the ususal drinks available by coca-cola product line such as sprite, fanta, nestea, & diet coke. But coca-cola offers more than 3,300 products in more than 200 countries. In April 23, 1985, Coca did a product modification by changing the formula its drink will be made. The "new coke" was the first change in 99 years but it only lasted 79 days as in july 11, 1985, coca-cola went back to its regular formula and haven't changed since. Mant people call coca-cola by its brand name of 'coke" which they rademark in 1944. it allowed consumers to distinguish one product from another.  

sales promtion & personal selling Coca-Cola

first coupon created in 1894 by Asa Candler, who in 1894 had just purchased the formula for coca-cola

Coca-Cola Zero brand partnered with Twentieth Century Fox on a global promotional campaign tied in with James Cameron's epic film AVATAR in 2010

Coca-Cola was one of the first companies to recognize the power of coupons for sales promotion purposes. In 1894,Asa Candler created the first coupon for coca-cola.In 2006, coca-cola created 'my coke rewards' as a new way of promoting there drink. customers enter codes found on specially marked packages of Coca-Cola products on a website. Codes can also be entered by texting them from a cell phone. These codes are converted into virtual "points" which can in turn be redeemed by members for various prizes or sweepstakes entries.In 1927, coca-cola ran the Six Keys to the popularity of Coke promotional contest with a grand prize of $30,000. Contestants were required to search for the six keys to Coke’s popularity. one of coca-cola most successful promotions is theSix Flags coke can promtion. A person shows up at the ticket window with a Coca Cola can and gets one free ticket with the purchase of a full prize ticket. coca-cola are always coming up with new sweepstakes to promote there product.coca-cola is currently doing the "Radio City Christmas Spectacular® Weekend in NYC" sweepstakes. People could participate for a chance to win a trip to nyc & see the radio city christmas spectacular.

Train record Xmas track for Coca-Cola ad

read full article- click here

Rock group Train have recorded a festive track called
'Shake Up Christmas' for Coca-Cola's upcoming
holiday advertising campaign.................

websites created to help polar bears

1) learn about polar bears
2) take action to be climate conscious
3) send an e-card to support polar bears
4) adopt a polar bear

advertising & public relatinships coca cola

Coca-Cola's advertising has significantly affected American culture, and it is frequently credited with inventing the modern image of Santa Claus as an old man in a red and white suit. Although the company did start using the red & white Santa image in the1930s. Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring young actresses asa there spokepersons.1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a series of advertisements informing consumers that "Coke means. Coca-Cola is the world's #6 advertiser with advertising expenditure of $2.7bn. in public relations, coca-cola has created various websites to help polar bears. polar bears has been a figure for coca-cola, especially in their commercials during the holiday season

retailing- coca cola chap. 15 weel 7

the coca cola corporation is considering building a large retail and tourist facility in part of a building it owns on New York City's Fifth Avenue.  The possible new Coke facility, will be in one of the nation's priciest districts, it would be at the corner of 55th Street and Fifth Avenue, where a Disney store was located until early this year. The spot is near Tiffany and Co., a large Apple store and the Trump Tower, among other swanky destinations. Beverage Digest reported that Coke executives have considered expanding the company's visible presence in New York for some time.  Sources told the publication that the new york facility, if it is built, would not duplicate the "world of coca-cola" in downtown Atlanta, which has attracted more than three million visitors.

coca-cola consumer decision making week 6

Coca-Cola satisfies in the first place a useful need, it takes away the thirst of a consumer. But coca-cola can also be seen as to satisfy a pleasure need. Consumers who drink coca-cola can experience a refreshing moment, which is more an emotional response. Also, the consumption of coca-cola can cause an approach-avoidance conflict. Although it takes away your thirst and can give you a refreshing moment, it also contains a lot of sugar which is not good for your health. Therefore people can be less motivated to buy coca-cola. In western countries, where coca-cola is more of a everyday product, people purchase coca-cola based on habit. Usually, consumers will not take into account the different coca-cola brands, but just purchase the brand they always take if it satisfies their needs, or in this case wants.  

Developing a Global Vision coca-cola- week 5

The Coca-Cola Company is adjusting its approach so that it can tap into customers different experiences around the world. These differences provide the appropriate marketing activities and beverages to connect with consumers. Its "think local, act local" approach to marketing allowed adopting communications to fit local circumstances. Coca-Cola Company wants to provide consumers with beverages to fit their different life styles and life stages. Coca-Cola CEO Douglas Daft replaced practically all of Coca-Cola's senior management in Europe with local executives. By placing more responsibility and accountability in the hands of local managers who are closest to the local consumer. In Brussels, hostesses go to discos and hand out free Coke to teenagers having alcohol to demonstrate pleasure of a Coke break. This was possible by the insights of local marketing managers of coke who knew that Belgians are party animals management in Atlanta would not know this. This is a good example of how the new localization was working.

unethical behavior coca cola week 4

Coca-Cola Company has been sued by many different people and for several different reasons. Coca-Cola. In the early 20th Century, was prosecuted for the unethical and illegal actions of combining drugs with their product to create an addicting force between the product and the consumers. Coca-Cola Company’s idea of creating customer loyalty was aimed more at addicting the customer to the product over developing a relationship between the customer and the company. The unethical behavior of the company was not to cross the line with serious legal issues of this caliber and moved onto substituting caffeine for cocaine. In October 2006, Coca-Cola Company was sued for an insufficient label. The lawsuit claimed that since the label was insufficient, the labels were misleading the consumers. This can be easily classified as unethical behavior by the company and can be seen as morally wrong.The company is essentially trying to profit from the misconception and misguidance of the marketing for the product.  During late July 2001, Coca-Cola was threatened by a major lawsuit that involved the company violating human rights that caused five hundred employees at Coca-Cola plants in Columbia harm or death. The lawsuit is a response of Coca-Cola trying to take advantage of foreign aid to help cut costs of producing the product. Coca-Cola Company has repeatedly committed acts of unethical behavior throughout the life of the business. From the start of the business when cocaine was a key ingredient in the products to current times where the company is sacrificing human-rights and environmental issues in order to save up money from expenses and wages the business is ethically obligated to incur.
 

coca-cola marketing environment week 4

the legal and political issues asociated with coca cola are almost the same as for all the companies and all registered brands mainly related with consumer rights, competetion and health and safety measures.due to the intense competition in the industry, government are closely monitoring the competition as firms merge and expand in the hope of dominating growing international markets. it is allerged that coca cola has been enticig retailers from selling other brands by giving incentives in order to increase market share.some social issues with the coca cola company are mainly related with promotional, environmental and friendly company aspects

countries where clothes were made of

shirt- made in china

pants- made in china

sneakers- made in china

socks- made in vietnam

under wear- made in vietnam

coca-cola ethics & social responsibility: week 3

ethics is the moral principles or values that generally govern the conduct of an individual or a group. coca-cola has a 'code of business conduct'. All associates and directors are given this code to follow through with the code of ethics that the company follows. Associates worldwide receive a variety of ethics training in in-person Code of Business Conduct, European Union competition law, Latin American competition law, financial integrity, intellectual property and competitive intelligence, drug-free workplace and preventing workplace violence. as a social responsibility, coca-cola does a sustainability review where they report on our activities that impact the lives of the rich diversity of people who live in territories in which our business operates. coca cola employees established wings & wishes as part of an internal Corporate Social Responsibility initiative. they donate their frequent flyer miles to ill children so they can travel to the the Red Cross Children’s Hospital in Cape Town, or an alternative appropriate medical facility, for treatment.their commitment to live positively is "to make a positive difference in the world by redesigning the way we work and live so sustainability is part of everything we do."

coca-cola strategic planning: week 2

John Farrell is vice president for strategic planning for the coca-cola company. he leads the development of the overall strategy of the company along with the global planning process. the strategic planning of coca-cola is to reexamine their strategic models, based upon carbonated soft drinks (cola,lemon-lime and orange) and move to new beverage categories. also be able to renovate bottling to make it flexible enough to provide manufacturing and sales distribution of all new products

a brief history of coca-cola

1894. Brisk sales of a new fountain beverage called coca-cola impressed the store's owner, He began bottling coca-cola to sell.

1909. Nearly 400 coca-cola bottling plants were operating, most of them family owned businesses.

1920s and 30s. The company began a major push to establish bottling operations outside the U.S. plants.

1960s (New brands introduced). Following Fanta in the 1950s, Sprite, Minute Maid, Fresca and TaB joined brand coca-cola.

1990s. The company invested heavily to build plants in Eastern Europe and more than $1.5 billion was committed to new bottling facilities in Africa.

the mission statement of coca-cola

1. To refresh the world in body, mind and spirit.

2. To inspire moments of optimism through our brands and our actions

3. To create value and make a difference everywhere we engage