COCA-COLA

Coca-Cola

Abstract

The purpose of this study is to provide the reader with a vision for viewpoint of marketing, of Coca-Cola sought alternatives to escape the crisis in the soft drinks market. For this, we analyze the strategies adopted by brand in the present scenario, based on the theory of the five forces of Porter, Product life cycle, competitor analysis etc. The methodology and literature search was exploratory, using as source sites and journals to get data. The study is based on descriptive research, field research, with application forms, and creative concepts that are applied by Coca-Cola. The method of approach was deductive and the analysis is based on the overall marketing that came up to the verification of different marketing strategies and techniques such as marketing mix, social marketing etc. We identified the marketing tools and the product lifecycle and how Coca-Cola has repositioned its product in its life cycle.

Table of Contents

Abstract1

Introduction3

Brief History of Coca-Cola3

Discussion4

The five forces of Michael Porter4

Rivalry Among Competitor4

Bargaining Power of Suppliers5

Bargaining Power of Consumers5

Threat of New Entrants6

Threat of Substitute Product6

Differentiated Positioning6

Share of Voice7

Share of Mind7

Share of Needs7

Share of Heart7

Share of Power8

Share of Market8

Share of Pocket8

Share of Value8

Communication in Global Marketing9

Culture of Coca-Cola10

Advertisement of Coca-Cola11

Campaign of Coca-Cola12

Product Life Cycle13

Introduction14

Growth14

Maturity14

Decline15

Conclusion15

Coca-Cola

Introduction

Brief History of Coca-Cola

At the end of the nineteenth century, Coca-Cola was only available at the pharmacy and it was just known and respected in Atlanta pharmacist. Dr. John Pemberton created a refreshing drink recipe for caramel colour. It is worth mentioning that in the nineteenth century pharmacists were entrepreneurs seeking products that they could sell in their pharmacies. Pemberton was constantly working on new medicines and soft drinks. For the production of beverages, he had always used natural ingredients. He had a vision of what should be the drink that will ensure his success and popularity beats all the previous records. After many attempts, May 8, 1886, Dr. John Pemberton created the brass pot aromatic, caramel-coloured syrup. That carried potion pitcher to the largest pharmacies in the city. At that time, Togo was the leader in this and was premiere on the drink around the world.

The name "Coca-Cola" was created by Dr. Pemberton and his bookkeeper Frank Robinson. He started with a distinctive typeface. On May 29, 1886, in The Atlanta Journal, the first print ad appeared with the slogan: 'Coca-Cola is delicious and refreshing.” Dr. Pemberton could not live more to see the success of Coca-Cola, and died one and a half years after the development of the recipe. In 1893, a chemist named as Asa Candler bought the rights of Coca-Cola and skilfully boosted up the product, which quickly became known not only in the United States, but also abroad.

After the death of Candler, in 1919, the company passed into the hands of the banker Ernest Woodruff and later at the hands of his son. On the stock exchange came five hundred thousand shares in the company, forty dollars a share. Shares were sold in haste. Pemberton, like most pharmacists, was ...