Coca Cola Report
Coca- Cola is one of the very well known brands operating in FMCG sector. The drink which has quenched the thirst of so many people around the globe was invented by John Pemberton a pharmacist by profession and most commonly called as “Doc”. He was assisted by Frank Robinson in the marketing of the product. The company was totally in mess until Asa Griggs Candler took over the business in 1891. Secret of Coca Cola’s success is the innovative marketing strategies of Grigg which laid the foundation for the success the company is enjoying today. Initially the drink was sold as a medicine for the treatment of fatigue and headaches. Later, with the imposition of ...view middle of the document...
#5by20, an initiative for women empowerment by Coca Cola has changed the lives of so many females across the globe. Coca Cola as a part of its sustainability mission has tried for empowering women by launching #5 by 20. The plan drives its name from the mission statement that by 2020 the company aims at empowering 5 million women.
Coca Cola’s Africa Foundation in collaboration with civil society, non-governmental organizations is working for providing pure drinking water to people since 2005. Millions of Africans are losing their life as a result of water borne diseases. Till date there are as many as 42 water projects initiated by the company in 27 different countries under the project RAIN. Rain is a venture undertaken by Coca Cola and co-funded by USAID (United State Agency for International Development). The company has even changed its manufacturing process and adopted the technology which helps them in reducing, recycling and replenishing the amount of water used in their products.
The initiatives like Copa Coca Cola, Exercise in Medicine, Beat the street and EPODE are some of the programs started for well being of society.
Marketing Mix of Coca Cola:
It is important for the company to communicate with customers on behalf of the products and this communication is carried out using a mix of product, price, place and promotion which is termed as marketing mix. Constituents of each member of marketing mix should be developed to customize the changing consumer interests, tastes and demographics. So being dynamic is the prime criteria of the marketing mix for being successful.
Product Mix of Coca Cola
There are a number of products registered under the brand name Coca Cola. As per Business Insiders:
“Coke makes so many different beverages that if you drank one per day, it would take you over 9 years to try them all.”
Secret of Coca Cola lies in its efficiency of product assortment. Products are assorted by the company for meeting the varied needs of the customers falling in different segments. For ensuring the effectiveness of their product mix the company regularly monitors each product line by looking at their inventory turnover ratio, profitability and above all customer feedbacks.
Coca Cola adopts the policy of consistency in diversification. Consistency in the product lines makes it comparatively easy for the company to draft marketing strategy such as positioning, pricing, packaging etc. for each line and scrutinize their performance. While diversification in the products offered by the company helps in fighting the effect of canalization.
Product mix of Coca Cola
CategoriesS. No | Energy | Juice | Carbonated | Sports | Tea & Coffee | Water | Others |
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