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					PLANNING-CONTOLING-
    ORGANISING
               Introduction.
World's #1 soft-drink
company.

Owns four of the top five
soft drink brands.

Makes more than 400
drink products.
                    HISTORY
Invented by – Dr.John S.
Pemberton

Introduced on – 8th May,
1886.

Country of Origin – United
States

Head Quarters located in
Atlanta, Georgia

Name Given By – Frank
Robbinson
Bottle Design.
    COKE’S EUROPEAN SCARE.
                                  Children falling ill.

                                  Victim of hysteria.

                                  Negative public
                                  response.
Coca-Cola drinks were withdrawn
                   Facts..
Health crisis rocked the European nations.

Effects were felt far away.

Hundred’s of customers felt ill.

Coke’s trademark withdrawn from the
Belgian market.

15 million bottles and cans were recalled.
    Complaints snowballed.
Complaints of
poisoning.
Irregular taste and
smell.
Presence of H2S.
Symptoms of illness,
headache.
Complaints were
unsubstantiated.
 What are the management issues?
Saw the contamination as a minor problem.

Fungicide on wooden shipping pallets.

Poor communication on this matter.

Some effects on Coke’s profit.

Some feel that Coke handled the situation the
BEST.
    How did it regain its prestige?
Offered a free can.

Promised to take
precaution.

Made transparency in
production.
Key factors to be considered by
        management.
Be planned for everything.
Never betray the trust of consumers.
More attention to the quality rather
than reputation.
Response on time and no
negligence.
            CEO’s Statement..
       “I want to reassure our consumers,
 customers, and government officials in Europe
    that The Coca-Cola Company is taking all
necessary steps to ensure that all our products
meet the highest quality standards. Nothing less
is acceptable to us and we will not rest until we
   ensure that this job is complete. We deeply
    regret any problems encountered by our
European consumers in the past few days. The
                       trust is
                   sacred to us”.
            SWOT Analysis.
  Strengths:-
 Extremely recognizable brand.

 Bottling system.
  Bottling companies are locally owned and
  operated by independent business people
  authorized to sell products.

 Serve customers with creativity and consistency.
  Weakness:-
 Unable to raise the price of the product to
  increase profitability.
 Coca-Cola on the other side has effects on
  the teeth .

  Opportunities:-
 Brand recognition is significant factor.
 Bottling strategy also gives them the
  opportunity to serve a large geographic,
  diverse area.
  Threats:-
 Carbonated soft drink is not very
  substantial.
 Substitutes available puts pressure include
  tea, coffee, juices, milk and hot coffee.
• Respond to change in changing attitudes
  and demand of their consumers or face
  losing market share.
        Marketing Objectives
 All objectives should be SMART
Selecting Target Market

Positioning

Branding

Packaging

Price
                    REGIONS
•   North America
•   Latin America
•   Europe
•   Middle East
•   Africa
•   Asia
•   South Pacific
           Chain of Slogan’s
2000 - Coca-Cola Enjoy
1993 - Always Coca-Cola
1990 - Can't Beat the Real Thing
1989 - Can't Beat the Feeling
1976 - Coke Adds Life
1971 - I'd Like to Buy the World a Coke
1963 - Things Go Better with Coke
1959 - Be Really Refreshed
1944 - Global High Sign
1942 - It's the Real Thing
1936 - It's the Refreshing Thing To Do
1929 - The Pause That Refreshes
BRANDS

				
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posted:9/14/2012
language:English
pages:18