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.