TITLE - STUDY OF PROMOTIONAL
SCHEMES FOR A PRODUCT LAUNCHED BY COCA COLA COMPANY LTD
Table of Contents
1. Introduction
1.1 Research Background
This
research work is dealing with the promotional schemes and marketing strategies
of the 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. 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 strategy, core competency, portfolio strategy, development strategy
and competitive strategy. In this way this research also recommends the
development in the marketing strategy to the Coca-cola in order to regain its
business financial 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.
1.3 Marketing strategy
The
coca cola marketing strategy is such that it is able to hear and database all
the requirement concern of the consumer from across the globe i.e. different
taste and for different occasions, the requirement of taste and culture of the
people from different part of the world are nothing but the reflection of what
their culture is, the culture where they are living, there working style and
what their past time are wherever the consumer is whether a student in India
enjoying a coke, or a man in Peru taking a coffee break, or a woman in burning
hot Africa trying to refresh her from burning heat, or child in Japan asking
for a can of juice, or an athlete buying a can of bottled after his practice
session, coca cola is not just strategizing for developing world class
beverages but also to attach to the sentiment of the people across the globe,
coca cola does this by continuously improving its business decisions to deliver
a high quality of drink and to improve the life of the people to which it do the
business.
To read more…….
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