Coke Imc
Analysis of Coca Cola
Company Introduction
Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pembertons bookkeeper, Frank Robinson.Coca-Cola currently offers more than 500 brands in over 200 countries and serves over 1.6 billion servings each day.The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. Coca-cola was asked by the Indian government to leave the country along with I.B.M in 1977 due to investment violations. It re-entered India in 1993. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailer. The Brands under Coca Cola are:
Promotional mix
Earlier the concept of having the right product at the right time in the right place right place was important to ensure the success of the product in the market. But in today's global competitive environment it still may not be enough to achieve the success.One needs to ensure effective communication with the target market, product and business in order to attain a prestigious position in the market. Promotion of a product is done to persuade customers to try a new product or an older product.
The diagram below gives a list of IMC tools that a company uses to promote its brand. Further analysis will be done on the below mentioned framework.
Advertising
Coca-Cola uses the concept of aggressive advertising to promote its products. It acts as a very important tool to cater to mass-markets. Coca cola mainly does national advertising. They introduce different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and
Company Introduction
Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pembertons bookkeeper, Frank Robinson.Coca-Cola currently offers more than 500 brands in over 200 countries and serves over 1.6 billion servings each day.The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. Coca-cola was asked by the Indian government to leave the country along with I.B.M in 1977 due to investment violations. It re-entered India in 1993. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailer. The Brands under Coca Cola are:
Promotional mix
Earlier the concept of having the right product at the right time in the right place right place was important to ensure the success of the product in the market. But in today's global competitive environment it still may not be enough to achieve the success.One needs to ensure effective communication with the target market, product and business in order to attain a prestigious position in the market. Promotion of a product is done to persuade customers to try a new product or an older product.
The diagram below gives a list of IMC tools that a company uses to promote its brand. Further analysis will be done on the below mentioned framework.
Advertising
Coca-Cola uses the concept of aggressive advertising to promote its products. It acts as a very important tool to cater to mass-markets. Coca cola mainly does national advertising. They introduce different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and