Company background and overview of Coca Cola

accompany background and overview of Coca ColaCoca-Cola is one of the world far-famed and largest markers in drinks industry. The club was established Doctor John Pemberton who was a pharmacist in 1886 in Atlanta, atomic count 31 USA. The fall guy has since become househ antiquated drink in over 200 countries across the globe. Carbonate drinks argon the single largest component in Coca-Cola Company which taradiddle for nigh 78% of the total slew exchange in the 2008. The company has over 3000 drinks products and has around 500 brands in its portfolio these includes Coca-Cola/Diet coke family, Coca- sess enterprise (CCE) spacious range of carbonates includes Fanta, Lilt, Sprite and PowerAde, plus the Schweppes brand in the UK according to keynote report.The Coca-Cola brand has been adopted the system of global trade. They are considering the whole world as single grocery store place and uniform merchandising dodging was being used Coca-cola for many geezerhood, but now the trend is changing and different food marting campaigns are being designed for different regions of the world. . business enterprise decisions are made on a domesticated basis to fit in with the culture and needs of the domestic community. In 1919 Coca-Cola decided it was time to go global. The Coca-Cola Company decided to take its operations beyond national boundaries and commercialiseing research was started in interchange America, china and many other countries of the world. Because of successful and efficient marketing research Coca-cola was able to produce globally in different regions of the worldCoca cola in UKThe carbonate market in the UK is predominate by relatively few companies. These are, In the main, subsidiaries of global conglomerates such as the coca cola company and Pepsi CO. Indeed, Coca-Cola, BSD and own label alone account for well over ii thirds of the carbonates market volume in the UK.The purpose sales event of BSD, In which PepsiCo already h as a 10% piece of ground, is likely to make one of the these groups even stronger in the UK market.Coca -Cola Companys major brand in the UK and in the world is shock or hardly Coca-Cola. Other major brands of the Coca-Cola Company in the UK portfolio include Diet Coca-Cola, Cherry CoCa-Cola,Fanta,Lilt,Sprite,Dr Pepper and Schweppes.Dr Pepper,Wich has been on sale in the UK since 1982,is reported to well-nigh popular among the younger and teen advancers in the UK.The companys operations in the UK are carve up amongst CCE and Coca-Cola Great Britain (CCGB). CCE is the manufacturer and distributor, whereas CCGB owns the brands and is responsible for marketing. The companys beverages are generally for all consumers. However, there are roughly brands, which target specific consumers. For example, Coca- Colas diet easily drinks are targeted at consumers who are older in age, between the long time of 25 and 39. PowerAde sports wet target those who are fit, healthy and do sport. W innie the Pooh sipper cap Juice drink target squirtren between the ages 5-12.Coca cola in NepalCoca-Cola was first introduced into Nepal in 1973, when it was imported from India, but topical anaesthetic performance would only begin in 1979, with the establishment of Bottlers Nepal Limited (BNL). Coca-Cola Sabco acquired bottling rights from The Coca-Cola Company for Nepal in 2004.BNL, which has plants in the chief city Kathmandu and Bharatpur, is the only bottler of Coca-Cola products in Nepal.The Marketing, Sales and Distribution strategy for BNL is titled Refresh the Marketplace and includes a robust Consumer Response System to address any consumer concerns, ideas and suggestions.BNL is also committed to strengthening the community through and through various programmes, particularly in the health sector, as the country has the lowest per capita public health usance in the world. In association with the local community, BNL assists by supporting a Free Health Check-up Clinic at Bharatpur.The Nepalese enjoy Coca-Cola, Fanta and Sprite publicizing If we look on advertising perspective of Coca-cola, advertising has created a demand for Coca-Cola worldwide. However, advertising has to be in line with the domestic culture. An adapted marketing mix bureau adjusting the mix with the prevailing culture, geographic, economic and other differences in different countries. Different languages and cultures caused problems.COCA COLA ADVERTISMENT lend 1Bottlers Nepal and Bottlers Nepal (Tarai) on lat week announced the propel of their summer promotion campaign Coca-Cola football game Maha Utsab targeting soccer fans across the country. .According to Bottlers Nepal, consumers need to purchase Coca-Cola, Fanta or Sprite and SMS the 10-digit unique code on a lower floor the bottles crown to 4477.The scheme is applicable to all 200 ml and 250 ml recallable glass bottles or all sizes of PET bottles from April 1 to May 31, 2010. During the scheme period, consumers wil l also get a scene to win attractive Coca-Cola t-shirts, caps and free drinks, said Pranaya Sthapit, country marketing manager of Bottlers Nepal.Coca Cola Advertisement in Rural Area of NepalCoca Cola Advertisement in Rural Area of Nepal, Wikimedia commonnessFigure 1.1Market Segmentation in Nepal The supplier driven Nepalese market generally ripe mass marketing approach with product variations in the past. The socio-economic changes and developments in transport and communication system puzzle made Nepalese marketers conscious of market segmentation. The marketing strategies of global organizations like Coca Cola, Pepsi, Nepal Lever and warning Chartered Bank keep back reinforced this consciousness.The following points describe the practices of market segmentation in Nepal.1 Non-systematic Segmentation is generally not based on systematic market research. Past experiences, hunches of management and competitors strategy have influenced segmentation.2 Variables for Segmentation The variables mostly used for consumer market segmentation areGeographicdemographicPsychographicBehavioural3 Lack of Information Nepalese marketers lack comprehensive culture about consumer characteristics. They track down to regard marketing research as a wasteful cost. This has constrained the effective evaluation of market segments in terms of their attractiveness and appropria goess. Risks are not properly assessed.4 Government Policies Government policies in Nepal are not very supprotive of marketing. They do not regard businessmen as partners for development. Restrictions of movement of in force(p)s and controls have discouraged market segmentation.5 Lack of Ethical Considerations Environmental and welfare considerations are generally cut for market segmentation in Nepal.The above points clearly indicate that the concept of market segmentation is at an initial stage in Nepal. However, the importance of market segmentation is likely to ontogeny in the years to comePosition ingPositioning is the mental process of creating, the image the product holds in the mind of Consumers, relating to competing products. Coca cola and Pepsi both make soft drinks, Pepsi may try to compete but they will still be seen as down market fromcoke.coke has been positioned based on the process of positioning by cultivate comparisonAnd have positioned d their products to benefit their target markets. Most peopleCreate an image of a product by comparing it to another product, thus evidentThrough the far-famed battles between Coca-cola and Pepsi products. overlap brio cycleWhen referring to each and every product or service ever placed onward the consumer i.e. in the long term all the existing products and services are dead. For e.g.- Replacement of Ford Cortina ( a highly successful car) by Ford Sierra, the replacement of sierra by the FordMondeo and the replacement of the old Mondeo by the new Mondeo in 2001. So every product is born, grows, matures and dies. So in the co mmercial market place products and services are created, launched and withdrawn in a process known as intersection point Life Cycle.To be able to market its product properly, a business must be certain of the product life cycle of its product. The standard product life cycle tends to have five phases Development, Introduction, Growth, adulthood and Decline. Coca-Cola is accreditedly in the maturity stage, which is evidenced primarily by the fact that they have a large, patriotic group of stable customers.Furthermore, cost management, product differentiation and marketing have become more distinguished as increase slows and market share becomes the key determinant of profitability. In foreign markets the product life cycle is in more of a growth trend Cokes advantage in this area is in the first place due to its establishment strong branding and it is now able to use this area of stable profitability to subsidize the domestic Cola Wars. Insert the picture of the product life cycle.Future financial objective In ukCoca-Cola Enterprises, the worlds largest bottler of Coca-Cola products which will soon be focused purely on some of the largest but also most mature soft drinks markets in Western Europe, is optimistic about the long-term growth prospects for this territory. The group aims to gain in currency neutral terms revenue growth of 4% to 6% operating income growth of 6% to 8% earnings per share growth in a high single-digit range and return on invested capital improvement of 20 basis points or more per year.These metrics reflect the good growth opportunity that lies ahead in Europe, says John Brock, chairman and chief executive of Coca-Cola Enterprises. They exceed our current long-term objectives. We are committed to these financial objectives, and in turn, to creating real value for our shareowners, our customers, and our employees.Financial Market share of coca cola in uk.Coca-Cola has reported strong act-quarter profits, beating market expectati ons, thanks to rising world(prenominal) sales.Total profits were $2.37bn (1.56bn), up 16% from a year ago and narrowly above forecasts of $2.3bn.The beverage makers share price jumped 2.3% in the first 15 minutes of New York trading.Revenues were up 4.8% to $8.67bn, thanks to quick sales growth in Latin America, Africa and parts of Asia.Among the best growth markets were Brazil, where sales volumes were up 13%, and India, up 22% since last year.The producer of Fanta, Sprite and Vitamin Water also reported a pick-up in growth albeit at a more sedate 2% pace in its home market of North America.In Europe, however, sales were down 1http//www.bbc.co.uk/news/business-10716077, 21 July 2010 Last updated at 1542Competitors AnalysisCoca-Cola Enterprise is the UK subsidiary for the Coca-Cola Company. In 2008 UKcarbonate was valued about 6billin with which Coca-Cola (GB) hold about 60% value inboth retail and on-trade. Britvic soft drink which is UK subsidiaries of PepsiCo and is themain c ompetitor was second place in terms of market shares of 15% retail sales accordingto mintel. PepsiCos flagship brands in soft drinks are Pepsi, Pepsi Max, Diet Pepsi,Gatorade and Mountain Dew, and the company also owns Tropicana and Dole, the worldsleaders in fruit juice. GlaxoSmithKline PLC, a freak in healthcare products, is the UK thirdlargest carbonate drink and is also on a different descale from most drinks companies. Thecompany specialised in medicines and oral care, as well as three famous drinks brandsLucozade, Ribena and Horlicks.CCE, had a turnover of 1.43bn in the year ending 31st December 2006, up 2.4% on the preliminary year whereas For the year ending 30th folk 2007, Britvic PLC recorded total branded revenues of 716.3m, up by 5.7% on 2006.According to John Sicher of Beverage Digest (2009), Coca-Cola was the number one brandwith around 42.7% in 2008. PepsiCo was second, with 30.8%, however these market sharesfor both Coca-Cola and PepsiCo have slightly decreased f rom 2007 to 2008. Coca-Colasvolume has also decreased 1.0% since 2007, whereas PepsiCos volume has increased0.3%. Strong growth of Coke range in the UK is probably due to the introduction of cokezero and Diet coke product. Coke Zero is the most significant of KOs new innovations. Thisbeverage is marketed as a calorie-free version of Coca-Cola Classic, omitting the diet labelin an attempt to appeal to new demographics. This brand alone accounted for nearly onethird of all 2006 growth for beverages bearing the Coca-Cola trademark.http//ivythesis.typepad.com/term_paper_topics/2009/08/strategic- abstract-coca-cola.htmlRECOMMENDATIONSAfter completing our support we have concluded some recommendation for the cocacola company, which are following.Coca Cola Company should try to emphasis more on providing theirinfrastructure in the market to facilitate their customers.According to the survey, conducted by the international firm Pakistani peoplelike little bit sweeter cola drink. So for thi s coca cola company should producetheir product according to the local demand.Marketing team should try to increase the availability of Coke in rural areas.They should also focus the old people.Now young times has a trend to drink a coke 2 regular bottles at sametime, so providing more satisfaction to them company should introduce literdisposable bottle.Coac- Cola Market ShareThe UKs big top 10 Soft Drinks by take-home sales value in 2009.Coca-Cola.Lucozade (GlaxoSmithKline).Robinsons (Britvic).Pepsi (Britvic).Tropicana (PepsiCo)Red Bull.Ribena (Glaxo SmithKline).Schweppes (Coca-Cola).Actimel (Danone).Volvic (DanoneSource snuggleWorldwideThe Top 10 Soft Drinks Companies in 2009 by market share.Coca-Cola ( bottling partners)PepsiCo ( bottling partners).Nestle.Suntory.Dr Pepper Snapple.Red Bull.Danone.Kirin.Asahi Breweries.Ito En.Coca-cola is number one for the 11th yearhttp//www.financenews.co.uk/uncategorized/coca-cola-still-on-top-of-the-world/(notei need to search and type on t his id)For 11 straight years, Coca-Cola has retained its spot as No 1 in Interbrands annual ranking of the snow Best Global Brands followed by IBM, Microsoft, Google and GE.The 2010 report estimates the Coca-Cola brand value at $70.5 billion, up by two per cent since 2009, said the Interbrand that uses a combination of analysts projections, company financial documents and its own qualitative and quantitative analysis to arrive at a net present value.Top 5 Global brands in 2010 localizeCompanyBrand Value1Coca-Cola$70.452m2IBM$64,727m3Microsoft$60,895m4Google$43,557m5GE$42,808mThe Himalaya quantify ,Added At 2011-02-14 1218 AMThe market share of Coca Cola and its rival Pepsi considerable power be 50-50 in many parts of the world but when it comes to Nepal, the market share structure would be 31. The factor which needs to be credited for this data of Coca Colas market share cannot be determined that easily. As far as I know, the factors could be, the management and the fiber it ha s maintained. The company with the largest paper officiate in Nepal had Bottlers Nepal, the sole distributor for Coke in the second spot. This also proves that the management is good and the quality maintenance needs no description at all.There were ups and downs in Coke. A couple of years or so, the workers went on for a strike all over Nepal in Bottlers Company resulting the distribution and production into halt. To worsen this case, this halt was in existence in the peak season which was finally solved.The year 2008 could be different and nothing is predictable. The number one spot could be snatched by Microsoft in this present age of information technology. If only Coca Cola could come up with some beverage for chilling chilly with the same brand, who knows they might still be at the number one spot for the next ten years or so.Friday, January 11, 2008 The carbonate market in the UK is dominated by relatively few companies. These are, In the main, subsidiaries of global conglo merates such as the coca cola company and Pepsi CO.Indeed, Coca-Cola, BSD and own label alone account for well over two thirds of the carbonates market volume in the UK.The purpose sale of BSD, In which PepsiCo already has a 10% share, is likely to make one of the these groups even stronger in the UK market.Financial objectivesOn September 7, 2010, CCE announced updated long-term financial objectives, including the followingRevenue growth of 4 percent to 6 percentOperating income growth of 6 percent to 8 percentEarnings per share growth in a high single-digit range andReturn on invested capital improvement of 20 basis points or more per year.Coca cola market share by areaAreaNORTH the StatesLATIN AMERICAEUROPE MIDDLE EASTASIAAFRICAVolume30%25%22%17%6%RANKING12345Figure 2Sources Business plan on coca-cola 8/8/2010MARKETING STRATEGYOur local marketing strategy enables Coke to listen to all the voices around the worldasking for beverages that span the entire spectrum of tastes and occ asions. What people want in abeverage is a reflection of who they are, where they live, how they work and play, and how theyrelax and recharge. Whether youre a student in the join States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple inKorea buying bottled water after a run together, were there for you. We are determined not onlyto make great drinks, but also to contribute to communities around the world through ourcommitments to education, health, wellness, and diversity. Coke strives to be a good neighbor,consistently shaping our business decisions to improve the quality of life in the communities inwhich we do business. Its a special thing to have billions of friends around the world, and wenever forget it.Processes of Communication in a coca-colaThe process of communication would be as follows message conceived decision made to send message and reasons why. Message encoded information for notice and what sort of layout is going to be used etc. Communications medium selected communication order selected, in this case notice. Message decoded language and knowledge used to send out the right message. Message interpreted meaning of notice, recipients view. Feedback supplied feedback supplied to sender e.g. opinions, response etc.Sample of communication process of coca-colaNNMassage . FeedbackFigure Schramm (1955)NoteCommunication process copy from bookhttp//books.google.co.uk/books?id=KKp3Hg5vmVsCpg=PA276dq=marketing+communication+ scheme+/coca+colahl=enei=69phTZj6G9HssgbEqKC2CAsa=Xoi=book_resultct=resultresnum=3ved=0CD4Q6AEwAjgKv=onepageq=marketing%20communication%20theory%20%2Fcoca%20colaf=falseCoca-Cola market share and sub product in NepalBottlers Nepal said it is planning to invest $10m in the next three years to expand its bottling operations and launch a brand of mineral water for the market.The bottler of Coca-Cola in Nepal will use the funds to modernise its bottling plants in Kathmandu and Bharatpur.The company, which posted a 20% growth in 2009, said it will start manufacturing the Kinley brand of mineral water following standards prescribed by the World Health Organization (WHO).Coca-Cola Sabco, one of Coca-Cola Companys bottling partners, has invested about $45m in the last five years, and annually produces one million bottles of carbonated soft drinks.Coca-Cola has a 67.8% market share in Nepals carbonated soft drinks business, according to global marketing research firm ACNielsen.