CHAPTER 7: BUSINESS MARKETING

Coca-Cola is the world's largest beverage company with over 300 bottling partners in 200 plus countries around the world, serving over 3,500 beverages. The company markets to everyone except children under the age of 12. The Coca-Cola company is dedicated to offering safe, quality beverages and marketing these beverages responsibly providing information customers can trust.

  The company has always taken seriously its commitment to market responsibly across the globe, to all advertising media and all of the beverages. The Coca-Cola company distributes to the bottling company which then completes and manufactures the products to restaurants, supermarkets, theaters,etc.
  Coca-Cola is a business-to-business electronic commerce. Customers can find information and give their feedbacks about the company and products by going to the Coca-Cola website, facebook, twitter, and more.



CHAPTER 8: SEGMENTING AND TARGETING MARKETS

When a company only produces a few products, the ability to diverse a wide-range of customers is a bit limited. MKTG textbook states that before 1960, the Coca-Cola company produced only one beverage which only targeted the soft drink market. Today, the Coca-Cola company offers over 100+ different products based on consumer preference. Coca-Cola offers traditional soft drinks, energy drinks such as POWERade, flavored teas, fruit drinks such as fruitopia, and water (Dasani).
  Coca-Cola segments their products with  success because with the company's name and history, it's an easy access to sell to customers. Coca-Cola targets all markets and different segmentation such as age, gender, ethnic, income, and the family life cycle.
  In my opinion, Coca-Cola takes the following steps in segmenting a market :

• They identifies the market segment
• chooses the segment that fits the company
• implement a target market and many more

At the end of it all Coca-Cola makes money and we the consumers get satisfied (thirst quenched).

CHAPTER 11: DEVELOPING AND MANAGING PRODUCTS

Coca-Cola originated as a small fountain beverage which only sold for 5 cents a glass in 1886. Throughout the years, Coca-Cola has been developed into one of the best known and famous beverage (soda) worldwide.

Coca-Cola has a recent drink dispensing machine called The Coca-Cola Freestyle. It has not yet been placed all over but only a few has been placed at fast food restaurants such as McDonalds, BurgerKing, etc. The dispenser consist of a touchscreen selection and over 100 drink choices.

So far the only place i've seen these is at McDonalds, but i have read that some Wendys and BurgerKing also have a few.

Business Analysis- Coca-Cola researches its market, competetion, etc before putting a product out on the market.
Development- Coca-Cola main interest is that the product will have its taste without losing its color or texture.

CHAPTER 16: INTEGRATED MARKETING COMMUNICATIONS

The Coca-Cola company senior Vice President of Integrated Marketing Communications is Wendy Clark. She has done a good job in the company's designing, marketing, sponsorship, etc and has been named the most influential woman in advertising.
In 2009, Coca-Cola launched a campaign called "open happiness" which i think basically means to sit back, relax, and open a Coke and be happy.
I believe that Coca-Cola uses all the elements in the promotional mix.
  1. Advertising- Coca-Cola uses the form of television, magazines,billboards, internet, etc to promote the company and products.

    2. Public Relations- on the company's website, there are different categories where consumers can view the different things that goes on within the company. At present the company will be leading the summer energy saving efforts supporting reconstruction in Japan.

3. Sales Promotion- there is a site called "my coke rewards" and it's where consumers couls win free gifts, trips, and many more.
4. Personal Selling- the company sells its product (syrup) to bottling companies and the bottling company then sells the product to retailers etc.

AIDA Concept outlines the process for achieving promotional goals. AIDA which stands for Attention, Interest, Desire, and Action also occurs within the Coca-Cola company. To gain customers attention, the company makes a lot of advertisement and in colors that will get the attention of many including mine. We the customers find it interesting because there are many different choices to choose from and the prices are affordable and also desire the drink because they are refreshing and tasty. And finally the action stage i believe is actually purchasing the products.

CHAPTER 10: PRODUCT CONCEPT

Coca-Cola has a porfolio of many different beverages (3500+) ranging from diet soda to water and many more. Although the Coca-Cola company consist of different types of beverages, Coke is the one that is mainly portrayed. The company is mainly recognised by its name and logo. Coca-Cola is a valuable and global brand because most of its earnings is made out of the U.S. Most consumers  prefer the Coca-Cola and trust it also because it has been around for many many years which makes them loyal to the brand.

Coca-Cola is a consumer product and convinience product which requires no shopping effort and is also a product line because they are packaged in many different ways such as cans, bottles,etc. The trademark for the company is the shape of the Coca-Cola bottles and the abbreviations like Coke.

Coca-Cola uses a one brand name strategy in over 195 countries around the world but had to rename the sprite brand to Kin in Korea to satisfy a government prohibition. (pg 169 MKTG)

CHAPTER 18: PROMOTION AND PERSONAL SELLING

Coca-Cola spends a lot of money promoting the company even though it is known all over the world. The company has many loyal customers because there are consumers who only purchase Coca-Cola products. In my country, the only soft drinks/soda i knew was the Coca-Cola products, but for the past few years, there have been competitions with other brands.

Coca-Cola was the first company to distibute complimentary coupons. 1888 Asa Candler used paper tickets for free glasses of coke to help market his new soda.

Coca-Cola usually has sweepstakes or promotion which includes a  collection of a certain amount of Coke bottle covers  and the price would be a Coca-Cola glass, and also during the summer at six flags, there is a promotion to the  amusement parks.

Chapter 17: Advertising and Public Relations

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Coca-Cola uses many different types of advertising methods to promote their products. As a child growing up, i remember reading about Coca-Cola on magazines, newspaper, etc and also hearing about the company on the radio and television. Coca-Cola usually advertises BIG especially during the superbowl and holiday season. During the christmas time, the company wishes everyone happy holidays and post images and streaming of santa claus drinking an ice cold coke.

In this years superbowl, Coca-Cola had at least two commercials where the polar bears are watching the game and opening happiness with an ice cold coke.
Coca-Cola advertises all over the world and also plays a big role in public relations. Sprite is teaming up with six NBA players to discover 24 amateur ballers who will represent a team of two in the Sprite uncontainable game at NBA allstar 2013 in houston.

Coca-Cola announced a multi-year partnership with (RED) to raise awareness and money for global fund's effort to virtually elimate mother-to-child transmission of HIV by 2015. These are only a few of many sponsorship and cause-relating funds that Coca-Cola has done and is still doing.

Chapter 15: Retailing

The Coca-Cola is an independent retailer because it is owned by a single person or a partnership and not operated as part of a larger institution. Some of the Coca-Cola products are Coke, Diet Coke, Coca-Cola classic, Coke zero,  Coca-Cola cherry, Sprite, Fanta, etc. 

The prices given by retailers are affordable and the products are sold in some supermarkets, convinience stores, corner stores, restaurants, etc. Coca-Cola products are also sold in vending machines in some schools and office buidings. There are different types of bottling such as cans, bottles plastic and glass, and also different sizes.

The Coca-Cola company produces the syrup which is sold to licensed Coca-Cola bottlers around the world. The bottlers then mixes the syrup with sparkling water, etc and then sells and distributes the products to retail stores and vending machines. In 2011 Interbrand's best global band, Coca-Cola was the world's most valuable brand.

Chapter 6: Consumer Decision Making

Coca-Cola not only satisfies but also takes away the thirst of consumers. It is a product for everyone, anytime and everywhere. Although Coca-Cola products is a want by consumers and not a need, consumers consider it to be a need because of their stimulus. For example; if you are thirsty, you may feel like you need a soda(coca-cola) but its the stimuli causing it to feel like a need when it's a want.

Consumers have a variety of brands of beverages to choose from, but most people will choose coca-cola as their favorite because it satisfies their stimulus. Coca-Cola is known around the world and to many cultures which makes the company very much productive. In my country, there is a coca-cola company and that's the only soda we knew growing up until pepsi and others came about, but almost everyone prefered coca-cola most preferable coke. Coca-Cola provides for people of different social classes from upperclass to underclass.

Although consumers enjoy the consumption of Coca-Cola, do we really know that the product consist of a lot of sugar which is not good for our health. Still I love me some Coke.

CHAPTER 5: Developing a global vision

Coca-Cola is one of a few successful global marketers and is engaged in international trade. Coca-Cola is being sold in many countries around the world and has been known to contribute to our everyday lives in fun and quenching our thirst.

Coca-Cola is the largest non-alcoholic ready to drink beverage company in the world and has bottling operations in more than 200 countries such as; Africa, China, America, Europe, Japan, and many more.  

The company is adjusting its approach and also employing locals to work within the company in order to communicate with each country individually. In my opinion, i think it's a good idea because this would create jobs for many in different countries and wouls help the company in it's marketing strategies and social responsibilities.

The company's vision is to thrive as a business over the next ten years and beyond and get ready for tomorrow today. Also serves as the framework for their Roadmap and guides every aspect of their business by describing what they need to accomplish in order to continue achieving sustainable, quality growth.

Chapter 4-- Marketing Environment for Coca-Cola

Coca-Cola is a company that has been around since 1886 and throughout  the years the company has made many changes to fulfil society's needs. Coca-Cola created a wide and diverse target audience around the world.

 The company's market is divided into the retailers which consist of bigger companies such as Stop and Shop, Walmart, etc and other countries around the world; and the consumers which examines society in four aspects also known as Demographic Factors.

1. Age--Coca-Cola targets all ages. The younger people enjoy the drink because it is very tasty and refreshing and the older people enjoy it because it was the drink that they were raised with.
2. Race--Coca-Cola targets people of all races all over the world.
3. Ethnicity--People of all ethnicity knows or have already had a Coca-Cola product because the company has reached out to people worldwide.
4. Location--People love Coca-Cola, so there are Coca-Cola products everywhere you travel and to every supermarket or corner store there is. For example; countries such as Mexico, India, China, Corsica,Peru, Caribbean countries, the U.S.A, etc.

Although there are many competitions in the world, Coca-Cola is still the leading soft drink company and it is affordable and refreshing.

Coke and Pepsi competes.

CHAPTER 3-- ETHICS AND SOCIAL RESPONSIBILITIES OF COCA-COLA

Coca-Cola has been around for many years as many of us know; but do we really know the good this company for others other than qunenching our thirst? As part of their (coca-cola) social responsibility, Coca-Cola funds a program called The Coca-Cola Foundation which embarks on many different activities. These activities consist of many including the following:

• Health and Active Lifestyles- encourages lifestyle changes by educating society on physical activities and nutritional facts.
• There was a recent launch of "Diet Coke Red Dress Program" where they came together with the National Heart, Lung and Blood Institute for the Heart Truth campaign and placed messages about heart health on diet coke packages all over the U.S.
• The company also awards scholarship for those in need.
• Coca-Cola is also part of the Water Stewardship which promotes water conservation within communities and industries.

 The Ethics for the Coca-Cola company is as follows:

Act with integrity

Be honest

Follow the law

Comply with the code

Be accountable

I believe that Coca-Cola is doing and has been doing a wonderful job helping society and doing things around the world that benefits not only the company but individuals on a whole. 

COCA-COLA'S STRATEGIC PLANNING

In 2002, Coca-Cola was very successful because of its strategic work making the Coca-Cola company the world's leading company. Worldwide volume increased with international growth and North American business is also growing solid.

The company has led up to its strategic plan for the past years because it has accelerated soft drink growth, they worked together with their bottling partners, serving customers with a refreshing drink. As a Coca-Cola customer, i am refreshed everytime i drink a Coca-Cola beverage. When a Coca-Cola beverage is opened, there is happiness. "COCA-COLA OPEN HAPPINESS."

PHOTOS OF COCA-COLA BEING ENJOYED.

A history of Coca-Cola

Coca-Cola is one of the best soda in the world and is being enjoyed by many everyday. It all began in 1886 when a pharmcist John Pemberton out of curiosity mixed up a fragrant caramel-colored liquid and mixed it with carbonated water and was sampled by customers. Pemberton's book-keeper Frank Robertson named the mixture Coca-Cola. This is where the name Coca-Cola came about.

After the death of Pemberton in 1888, an Atlanta businessman Asa Griggs Candler bought the business for under $3000. From 1886 to 1894, the business grew and became very successful. The company decided that the product should be bottled in a very distinctive bottle which would be the company's signature bottle.

  
In 1928, Coca-Cola was introduced to the olympic games for the first time. Coca-Cola isn't just a big success but also a big part of people's lives. From the mid 1940's until 1960, the number of countries which bottled this product were nearly doubled. After 70 years of success, the company decided to expand with new flavors including Fanta, Sprite, TAB and Fresca. 

By 1997 the company sold about 1 billion servings of its products everyday. To this day Coca-Cola has sold over 1.5 billion servings each day.

In conclusion, Coca-Cola company has met its mission because the world is refreshed, happy and has made a difference in people's life.