Title - Relationship
between Marketing Efforts and Sale of Consumer Brands
Table of Contents
1. Introduction
1.1 Research Background
This research work is dealing with the marketing efforts of Coca-Cola and
comparing the business position exclusively in Indian markets where marketing
strategy for the business development is the basis for the company. In this
regard this research work is emphasizing over the recent boost up in the
business of Coca-Cola in India. After year 200, Coca-Cola has become the bigger
organization when compared to other players in the market. Here in this
research the business of Coca-Cola is related and studied with relation to the
marketing efforts, core competency, portfolio strategy, development strategy
and sales of its brands and products. In this way this research also recommends
the development in the marketing efforts to the Coca-Cola in order to regain
its performance in comparison to other players.
1.2 Coca Cola Ltd.
The Coca Cola beverage started out as syrup in 1886 by the Atlanta based
pharmacist Dr. John Pemberton a former resident confederate, to be used in the
fountain drinks. The drink was marketed to be a tonic for brain and nerve
revival; the sales of this were recorded on an average of almost 10 cans per
day. The coca cola name was suggested by Mr. Frank m Robinson which was the
name of two main ingredients found in the mixture; he also recommended this
name as these two C’s were look better on advertisement.
The main ingredients of the coca cola were the extracts of kola nuts
found in Africa and coca leaves, both these were considered to be strong
stimulant and contained small amount of cocaine. The coca cola was among the
500’s patent which were applied for registration and were sold for 6 cent each
glass at Hacob pharmacy in Atlanta Georgia as a fountain drink. In the year
1888 Pemberton sold the company to Griggs Candler. During the year the use of
cocaine were banned and the company decide to stop marketing it product as
medicine for headaches.
The bottling of the drink started
in the year 1889. Benjamin F Thomas and Joseph B Whitehead, two businessmen
from Chattanooga bought the rights for the bottling and selling of the beverage
from the coca cola company in most parts of the United States. The Coca Cola
Company was operating as a privately owned company but in the year 1980 the
bottling plant got merged. But again during the year 1986 the company decided
to go for merging of some of its operations with company like john Lupton and BCCI
holding corporation and bottling holding to promote a new company called coca
cola enterprise incorporation. Its shares were issued for public on 21,
November, 1986 at a band rate of $6 per share and it recorded a turnover of
over 900000 can in that year. On December 1991 Johnston coca cola bottling
franchise and the coca cola company were merged to form a stronger corporation
which increased the speed of company bottling process. The merger term were
that the Johnston management team member were given the responsibility of
managing the affairs of the company and which helped in dramatic increase in
sales from 1 billion to 1.5 billion and its revenues to $6 billion.
The strategic success of the coca cola company in the year 2002 was
resulted in increase of sale during the year and making it the leading soft
drink company in the world. At the end of the year 2001 the company was success
full in accomplishing certain strategic objectives. Like increase in the sale
volume of the company to 5 percent along with overall international growth of 6
percent and a certain growth in the North American territories. Earnings per
share were increased up to 80% because of the growth in volume and the company
also generated a cash fund equal to $3.5 billion.
In the year 2002 the company main focus was on marketing the strategy
which was developed was to increase the sale of the soft drink, to broaden the
portfolio of the brand, to add creativity to the brand to serve its customers
across all bases, aiming at direct investment across all channels.
To read more…….
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