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306090125.Pdf Fall08 1.1. Introduction:: 1.1. Origin of the report: This report is prepared with the respect to the course of Brand Management. Our task is to make an in-depth analysis on brand performance of Coca-Cola and complete a study that coers all-important factors of Brand Management. 11..22.. OObbjjeeccttiivve oof tthhe RReeppoorrtt:: This report has been prepared considering a number of ob!ecties. The ob!ecties are" ## To apply our knowledge that we hae gathered from ‘‘Brand Management’’ course into the report ## To proide the oeriew of Coca-Cola. ## To measure the business alue of Coca-Cola. ## To analy$e and find out the performance of Coca-Cola. ## Brand promotional actiities and releance of them. ## To get knowledge and apply it into the real world. 1.3 Scope: The %eport is made on the basis of what people think about and the brand performance of Coca-Cola. &or this we searched in the internet and seeral articles to get the actual information. This is focused on Brand performance' positioning' marketing mis of Coca- Cola and in depth analysis on the brand. 1.4 Sources: (e(econdary informatiation was collelected from books and ththe web sitsite of Cocaca-C-Colola.a. (tatistical techni)ues were used to analy$e the collected information and this information was presented in the graphical form. *lso seeral internet articles and the marketing knowledge of the group members are also applied. Bc!ground of the "o#pn$ The Cocaca-C-Colola Companany is an **meriricacan multltininatatioionanal bebeeerarage cocorprpororatatioion anandd manufacturer' retailer and marketer of non-alcoholic beerage concentrates and syrups.The company is best known for its flagship product Coca-Cola' inented in +88, by pharmacist ohn (tith emberton in Columbus' /eorgia Besides its namesake Coca-Cola beerage' Coca-Cola currently offers more than 00 brands in oer 100 countries or territories and seres oer +.2 billion serings each day. The company operates a franchised distribution system dating from +883 where The Coca-Cola Company only produces syrup concentrate which is then sold to arious bottlers throughout the world who hold an e4clusie territory. TThe Cocaca-C-Colola Companany ownns itits ananchchor bobottttleler in 5ortrth **meriricaca' Cocaca-C-Cololaa %efreshments. *ccording to the 100 *nnual %eport' the company sells beerage products in more than 100 countries. The report further states that of the more than 0 billion beerage serings of allall tytypes consumed worlrldwide eery day' beerages bebearing the trademararks owned by or licensed to Coca-Cola account for appro4imately +. billion 6the latest figure in 10+0 shows that now they sere +., billion drinks eery day7. Of these' beerages bearing the trademark Coca-Cola or Coke accounted for appro4imately 289 of the Company:s total gallon sales. ;n 10+0 it was announced that Coca-Cola had become the first brand to top %%++ billion in annual <= grocery sales. *lso according to the 1002 *nnual %eport' Coca-Cola had gallon sales distributed as follows" ## >19 in the <nited (tates ## ?29 in Me4ico' ;ndia' Bra$il' apan and the eople:s %epublic of China ## 109 spread throughout the rest of the world ;n 1003' the company generated reenues of @?+ billion with @,.8 billion net income. Coca- Cola Company wiwill tatake cocontrol of ththe bottltlerer:s 5ortrth **merica operations' giing ththee company control oer 309 of the tototal 5ortrth **merica olume. ;n return' Cocaca-Colala enterprises will take oer Coke:s bottling operations in 5orway and (weden' becoming a Auropean-focused producer and distributor. "o#pn$ &ro'(e: Bsic Infor#tion "o#pn$) #e : The Coca-Cola Company "o#pn$t $pe : ublic corporation Industr$ : Beerage "o#pn$* ounded : +831 "o#pn$* ounder : *sa Candler +reS erved : More than 100 countries )u#bero fb rnds : More than 00 brands ,ed-urters : Coca-Cola head)uarters' *tlanta' /eorgia' <.(. "hir#n "/O " Muhtar= ent 0ebsite : www.thecoca-colacompany.com *innci( Infor#tion Revenue : <(@ ?.++3 billion 610+07 OpertingI nco#e : <(@ 08.>>3 billion 610+07 )etIn co#e : <(@ ++.803 billion 610+07 ot( ssets : <(@ 21.31+ billion 610+07 ot( /-uit$ : <(@ ?+.?+2 billion 610+07 /#p(o$ees : +?3',00 610+07 Brnd &ro'(e: "oc"o( Coca-Cola is a carbonated soft drink sold in stores' restaurants' and ending machines in more than 100 countries. ;t is produced by The Coca-Cola Company of *tlanta' /eorgia' and is often referred to simply as Coke 6a registered trademark of The Coca-Cola Company in the <nited (tates since March 12' +3>>7. Originally intended as a patent medicine when it was inented in the late +3th century by ohn emberton' Coca-Cola was bought out by businessman *sa /riggs Candler' whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 10th century. The Coca-Cola Company has' on occasion' introduced other cola drinks under the Coke brand name. The most common of these is iet Coke' with others including Caffeine-&ree Coca-Cola' iet Coke Caffeine-&ree' Coca-Cola Cherry' Coca-Cola ero' Coca-Cola Danilla' and special ersions with lemon' lime or coffee. ission: The official website of Coca-Cola states in its mission statement" “ At the Coca-Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference” . Coca-Cola %oadmap starts with a mission' which is enduring. ;t declares the purpose as a company and seres as the standard against which we weigh our actions and decisions. # To refresh the world # To inspire moments of optimism and happiness. # To create alue and make a difference. ision: Coca-Cola’s ision seres as the framework for the %oadmap and guides eery aspect of its business by describing what they need to accomplish in order to continue achieing sustainable' )uality growth. # &eop(e: Be a great place to work where people are inspired to be the best they can be. # &ortfo(io: Bring to the world a portfolio of )uality beerage brands that anticipate and satisfy people:s desires and needs. # &rtners: 5urture a winning network of customers and suppliers' together we create mutual' enduring alue. # &(net: Be a responsible citi$en that makes a difference by helping build and support sustainable communities. # &ro't: Ma4imi$e long-term return to shareowners while being mindful of our oerall responsibilities. # &roductivit$: Be a highly effectie' lean and fast-moing organi$ation. 0inning "u(ture of "oc"o(: Coca-Cola’s winning Culture defines the attitudes and behaiors that will be re)uired to make its 1010 Dision a reality. Coca-Cola promotes some cultures as" 5ive Our (ues: Our alues sere as a compass for our actions and describe how we behae in the world. # 5edership: The courage to shape a better future # "o((bortion: Eeerage collectie genius # Integrit$: Be real # +ccountbi(it$: ;f it is to be' it:s up to me # &ssion: Committed in heart and mind # 6iversit$: *s inclusie as our brands # 7u(it$: Fhat we do' we do well *ocus on the r!et: There are some habits which are gien as follows’ # The target audience of the Coca Cola brand loe to hae e4posure to media. # They are the mobile generation and spend lot of time on MM( and (M( chatting. # They spend most of the time on en!oying music. # They spend their home time on watching TDs. They like innoations in TD ads. Atc. "onsu#er behvior of "oc"o( The company:s beerages are generally for all consumers. Goweer' specifically of coca cola regular customer ’s buying behaior and characteristics are gien in the following section. # *ctors sti#u(te de#nd There are large numbers of factors that are affecting the demand of the Coca Cola but most out of them are the competitors’ price and promotional actiities and the life style attached with the brand. # "riteri for (terntives 5ow-a-days the personality attached' taste' freshness and other factors like marketing theme are set standards for alternaties to be selected. epsi proides the best alternatie to Coca Cola brand users. This strong factor changes the consumer behaior. # ;se of product Basic purpose of using Coca Cola is to )uench the thirst. But now days it has become a life- style status symbol. The use of the product is also ery simple with out any comple4ities in usage and also is aailable for drinking. "o#petitors epsi' the flagship product of epsiCo' The Coca-Cola Company:s main rial in the soft drink industry' is usually second to Coke in sales' and outsells Coca-Cola in some markets. %C Cola' now owned by the r epper (napple /roup' the third largest soft drink manufacturer' is also widely aailable. ;n +83?' epsi Cola was established in 5orth Carolina by pharmacist Caleb Bradham and epsi had imitated the franchise bottling system of coke. ;n +3+0' epsi build a network of 120 bottlers. ;n +31? and +3?1 epsi was declared bankrupt but still then it focuses on marketing strategy and sold its +1 o$ bottle for only a nickel----the same price that coke charged for ,. o$ bottle. ;n +3?8' coke first suit against epsi by claiming that epsi cola brand was an infringement on the coca cola trade mark. ;n +3>+' epsi won the law suit claimed by coca cola and counter suits between two companies. &rom +3?8-+3>+' epsi not only faced the competitor ship of coca cola but also surpasses royal crown and r. epper and in +3>0 it became the largest selling C( brand. *nd in +30' coke share of <.( market was >29 and epsi was +09.
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