cocacola case study
REPORT
TREND ANALYSIS PROJECT
“ COCA-COLA JUNIOR ”
MBM 2013-2014
DONDE ADITYA
LONGATO ELENA
SETH VASUDHA
VORA VISHWAS
Table of Contents
1. Introduction 3
2. The Product 5
3. Target 7
4. Current Trends for kids 9
5. Positioning Statement 10
6. Pricing 11
7. The Distribution Network 12
8. Promotion Policy 13
1. Introduction
The Coca-Cola Company
Coke is it -- it being the #1 nonalcoholic beverage company, as well as one of the world's most recognizable brands. The Coca-Cola Company is home to 16 billion dollar brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other top brands include Minute Maid, Powerade, and vitaminwater. All told, the company owns or licenses and markets more than 500 beverage brands, mainly sparkling drinks but also waters, juice drinks, energy and sports drinks, and ready-to-drink teas and coffees. With the world's largest beverage distribution system, The Coca-Cola Company reaches thirsty consumers in more than 200 countries. Atlanta pharmacist John Pemberton invented Coke in 1886.
Marketing Audit
SWOT Analysis
Strengths:
• Market leader in soft drinks.
• Coca-Cola has massive world appeal. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola's greatest strengths.
• Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintaining a local approach. The bottling companies are locally owned and operated by independent business people who are authorised to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate
TREND ANALYSIS PROJECT
“ COCA-COLA JUNIOR ”
MBM 2013-2014
DONDE ADITYA
LONGATO ELENA
SETH VASUDHA
VORA VISHWAS
Table of Contents
1. Introduction 3
2. The Product 5
3. Target 7
4. Current Trends for kids 9
5. Positioning Statement 10
6. Pricing 11
7. The Distribution Network 12
8. Promotion Policy 13
1. Introduction
The Coca-Cola Company
Coke is it -- it being the #1 nonalcoholic beverage company, as well as one of the world's most recognizable brands. The Coca-Cola Company is home to 16 billion dollar brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other top brands include Minute Maid, Powerade, and vitaminwater. All told, the company owns or licenses and markets more than 500 beverage brands, mainly sparkling drinks but also waters, juice drinks, energy and sports drinks, and ready-to-drink teas and coffees. With the world's largest beverage distribution system, The Coca-Cola Company reaches thirsty consumers in more than 200 countries. Atlanta pharmacist John Pemberton invented Coke in 1886.
Marketing Audit
SWOT Analysis
Strengths:
• Market leader in soft drinks.
• Coca-Cola has massive world appeal. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola's greatest strengths.
• Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintaining a local approach. The bottling companies are locally owned and operated by independent business people who are authorised to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate