Coca-Cola Marketing Report
1. General Information on Coca Cola
1.1 Description of Coca-Cola Co. and its history
Coca-Cola started as a cure for the addiction to morphine. After Colonel John Pemberton was injured in war and addicted to morphine, he looked into ways to find a cure for the addiction and finally in 1886, the first non-alcoholic version of a French Coco Wine called Coca-Cola was made. Today the Coca-Cola Company is a conglomerate focused on beverage manufacture, retail and marketing. It produces non-alcoholic concentrates and syrups and is headquartered in Atlanta, Georgia (Bell, 2004). Today the company manufactures over 500 refreshments in more than 200 countries or territories with an estimated 1.7billion servings per day. The turnover (net operating revenue) for Coca-Cola Co. was USD 35.119 Billion in 2010; bringing the company far from its roots as a small pharmacy outfit.
1.2 Background information about Coca-Cola
Coca-Cola (Coke) is the main product of Coca-Cola Co. constituting nearly 78% of the sales revenue by volume. It was the initial product sold by the company when it incorporated in 1892 under Asa Griggs Candler. In earlier production, due to lax FDA rules, Coke contained cocaine in addition to the caffeine found in it. To combat caffeine addiction Coca-Cola Company increased the Coke range of products and offered a caffeine free variant in 1983 (Teece, 1986). Ever since then, the Coke lineup has expanded to include Cherry Coke, Vanilla Coke, Lemon Coke, Diet Coke, etc. The drink itself had risen to fame near its 50th anniversary. During the outbreak of war, Coca-Cola was the drink sent to the American and Allied soldiers, and at times small bottling plants were set-up to manufacture Coke for the troops stationed in the region. This gave Coke much needed publicity, making it an iconic brand in USA.
1.3 Coca Cola 's Target customers
Coca-Cola takes every thirst quenching person as a potential target market. Though all age groups
1.1 Description of Coca-Cola Co. and its history
Coca-Cola started as a cure for the addiction to morphine. After Colonel John Pemberton was injured in war and addicted to morphine, he looked into ways to find a cure for the addiction and finally in 1886, the first non-alcoholic version of a French Coco Wine called Coca-Cola was made. Today the Coca-Cola Company is a conglomerate focused on beverage manufacture, retail and marketing. It produces non-alcoholic concentrates and syrups and is headquartered in Atlanta, Georgia (Bell, 2004). Today the company manufactures over 500 refreshments in more than 200 countries or territories with an estimated 1.7billion servings per day. The turnover (net operating revenue) for Coca-Cola Co. was USD 35.119 Billion in 2010; bringing the company far from its roots as a small pharmacy outfit.
1.2 Background information about Coca-Cola
Coca-Cola (Coke) is the main product of Coca-Cola Co. constituting nearly 78% of the sales revenue by volume. It was the initial product sold by the company when it incorporated in 1892 under Asa Griggs Candler. In earlier production, due to lax FDA rules, Coke contained cocaine in addition to the caffeine found in it. To combat caffeine addiction Coca-Cola Company increased the Coke range of products and offered a caffeine free variant in 1983 (Teece, 1986). Ever since then, the Coke lineup has expanded to include Cherry Coke, Vanilla Coke, Lemon Coke, Diet Coke, etc. The drink itself had risen to fame near its 50th anniversary. During the outbreak of war, Coca-Cola was the drink sent to the American and Allied soldiers, and at times small bottling plants were set-up to manufacture Coke for the troops stationed in the region. This gave Coke much needed publicity, making it an iconic brand in USA.
1.3 Coca Cola 's Target customers
Coca-Cola takes every thirst quenching person as a potential target market. Though all age groups
References: Bell, L. (2004). The story of Coca-Cola. North Mankato, Minn: Smart Apple Media. Borden, N. H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), 2-7. Gobe, M. (2010). Emotional Branding, Revised Edition: The New Paradigm for Connecting Brands to People. Random House Digital, Inc.. Grönroos, C. (1994). From Marketing Mix to Relationship Marketing : Towards a Paradigm Shift in Marketing. Management Decision. Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Kotler, P., Brown, L., Adam, S., Burton, S., & Armstrong, G. (2004).Marketing. Pearsons Education Australia. Teece, D. J. (1986). Profiting from technological innovation: Implications for integration, collaboration, licensing and public policy. Research policy, 15(6), 285-305. Tucker, W. T. (1964). The development of brand loyalty. Journal of Marketing Research, 32-35. Van Waterschoot, W., & Van den Bulte, C. (1992). The 4P classification of the marketing mix revisited. The Journal of Marketing, 83-93. Weinstein, A. (2004). Handbook of market segmentation. New York: Haworth Press.