Coca-Cola Marketing
MARKETING ANALYSIS
By Saqib Rizvi
PGDM(Communications)
Roll No.- 27
SIMSR
Table of Contents…
TOPIC | PAGE NUMBER | The beginning | 3 | Coca-Cola history | 3 | Coca-Cola worldwide and in India | 5 | Logo design | 6 | Slogans | 7 | Pricing | 7 | Targeting and segmentation | 8 | Positioning | 9 | An example of segmentation and positioning | 9 | Distribution System in India | 11 | Market share | 12 | Promotions | 13 | Swot analysis | 17 | Pestle analysis | 18 | BCG analysis | 20 | Porter’s five force model | 22 | Ansoff matrix | 24 | Recommendations | 25 | References | 25 |
The beginning
It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled.
Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs ' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed -- this new drink was something special. Jacobs ' Pharmacy put it on sale for five cents a glass.
Pemberton 's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day.
A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage he had created.
Coca-Cola History
The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that
By Saqib Rizvi
PGDM(Communications)
Roll No.- 27
SIMSR
Table of Contents…
TOPIC | PAGE NUMBER | The beginning | 3 | Coca-Cola history | 3 | Coca-Cola worldwide and in India | 5 | Logo design | 6 | Slogans | 7 | Pricing | 7 | Targeting and segmentation | 8 | Positioning | 9 | An example of segmentation and positioning | 9 | Distribution System in India | 11 | Market share | 12 | Promotions | 13 | Swot analysis | 17 | Pestle analysis | 18 | BCG analysis | 20 | Porter’s five force model | 22 | Ansoff matrix | 24 | Recommendations | 25 | References | 25 |
The beginning
It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled.
Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs ' Pharmacy. Here, the mixture was combined with carbonated water and sampled by customers who all agreed -- this new drink was something special. Jacobs ' Pharmacy put it on sale for five cents a glass.
Pemberton 's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day.
A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage he had created.
Coca-Cola History
The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that
References: 1. www.wikipedia.org 2. www.coca-cola.com 3. www.coca-colaindia.com 4. http://tejas.iimb.ac.in/articles/58.php 5. Marketing Management by Philip Kotler 6. Advertising and Promotion- An integrated marketing communications perspective 6th Edition by Belch and Belch