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Product Strategy of Coca- Cola

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Product Strategy of Coca- Cola Product strategy of coca- cola With a portfolio of more than 3,300 beverages in over 200 countries, from diet and regular sparkling beverages to still beverages such as 100 percent fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages, Coca-Colas variety spans the globe Below is a list of a few beverage products around the world.. 1. Brand Name: Andina/Andina light Drink Type: Juice/Juice Drink Andina/Andina light: Andina, a popular line of fortified nectars and juice drinks, has been enjoyed by families in Chile for more than 30 years. Andina Fruit is a light consistency nectar, while Andina Nectar is for those who relish a thicker consistency. Andina Hi-C orange fruit drinks are fun and nutritious, fortified with Vitamin B and calcium. Andina light has fewer calories. Available in the following flavors: Apple, Apricot, Orange, Papaya, Peach, Pear, Pineapple, Tangerine and Tutti-Fruti. Available in the following location: Chile. 2. Brand Name: BEAT Drink Type: Soft Drink BEAT: BEAT is a citrus-flavored carbonated soft drink for people with an active, spontaneous and intense attitude. Available in the following flavor: Citrus Blend. Available in the following location: Mexico. 3. Brand Name: CAFÉ ZU Drink Type: Coffee 1 CAFÉ ZU: CAFÉ ZU is a ready-to-drink canned coffee with ginseng developed for hard-working males between 25 and 35 years old. Refreshing and invigorating, CAFÉ ZU has a totally unique, delicious taste. Available in the following location: Thailand. 4. Brand Name: Kinley Drink Type: Soft Drink Kinley: Kinley is a carbonated water that comes in wide array of variants such as tonic, bitter lemon, club soda and a myriad of fruit flavors. Available in the following flavors: Apple Peach, Bitter Grapefruit, Bitter Herbal, Bitter Lemon, Bitter Water, Blueberry Pomegranate, Club Soda, Ginger Ale, Lemon and Raspberry. Available in the following locations: Austria, Bulgaria, Czech Republic, Denmark, El Salvador, Germany, Hungary, India, Israel, Italy, Netherlands, Poland, Slovakia, Sweden, Switzerland, United States, West Bank- Gaza and Zambia. 5. Brand Name: Hajime Drink Type: Tea Hajime: With an easy-to-drink flavor, Hajime is a green tea designed to emulate the subtle flavor of the finest green teas prized for centuries by the most demanding tea drinkers. 2 Available in the following flavor: Unflavored. Available in the following location: Japan. 6. Brand Name: Rehab Drink Type: Energy Drink Available in the following flavor: Cherry Citrus. Available in the following location: United States. 7. Brand Name: Jaz Cola Drink Type: Soft Drink Jaz Cola: Jaz Cola was specifically developed for consumers who live in the Visayan Islands in the Philippines. The success of this locally produced soft drink has fueled Visayan pride among its teen consumers. Available in the following flavor: Cola. Available in the following location: Philippines. 8. Brand Name: Sprite Zero/diet Sprite drink Type: Soft Drink Sprite Zero/diet Sprite: Known as Sprite Zero in some locations and as diet Sprite or diet Sprite Zero in others, it has a 3 crisp, clean taste, and is the no-sugar, no-carb version of the world's leading lemon-lime flavored soft drink. Available in the following flavor: Lemon Lime. Available in the following locations: Argentina, Australia, Bahamas, Bahrain, Barbados, Belgium, Bermuda, Bolivia, Brazil, British Virgin Islands, Canada, Cayman Islands, Chile, Colombia, Cyprus, Denmark, Djibouti, Ecuador, Egypt, El Salvador, Fiji, Finland, France, French Polynesia, Germany, Great Britain, Greece, Grenada, Guam, Honduras, Hong Kong, Iceland, Israel, Italy, Jamaica, Japan, Jordan, Kenya, Kuwait, Lebanon, Luxembourg, Macau (Macao), Malta, Mariana Islands, Mauritius, Mexico, Morocco, Namibia, Nauru, Netherlands, New Caledonia, New Zealand, Northern Ireland, Norway, Oman, Pakistan, Paraguay, Peru, Philippines, Puerto Rico, Qatar, Republic of Ireland, Saint Maarteen, Samoa, Saudi Arabia, Singapore, South Africa, Spain, Suriname, Swaziland, Sweden, Switzerland, Taiwan, Thailand, Tonga, Trinidad & Tobago, Turks & Caicos Islands, U.S. Virgin Islands, United Arab Emirates, United States, Uruguay, Vanuatu and West Bank-Gaza. 9. Brand Name: Limca Drink Type: Soft Drink Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-loving attitude. It's a home-grown, national treasure in India, where it was acquired by The Coca-Cola Company in 1993. Limca continues to build a loyal following among young adults who love the lighthearted way it complements the best moments of their lives. Available in the following flavor: Lemon Lime. 4 Available in the following locations: India, Nigeria, United Arab Emirates and Zambia. 10. Brand Name: Wilkins Drink Type: Water Wilkins: Wilkins is a distilled drinking water known as the standard of purity and safety in bottled water among consumers in the Philippines. It is recommended by most pediatricians because of its equity on purity and safety. Available in the following flavor: Unflavored. Available in the following location: Philippines. 5 Promotion strategies Promotion or marketing is a very powerful tool. Companies use a lot of different ways to attract and convince the consumers and potential customers. Thus, marketing is everywhere in our daily life: on television, in the street, in our e-mails, making a part of our environment. Consumers will have different experiences, given their personal references and location. Global strategy of coca-cola is adjusting its approach so that it can tap into these differences and provide the appropriate marketing activities and beverages to connect with consumers. Its "think local, act local" approach to marketing allowed adopting communications to fit local circumstances. Coca-Cola Company wants to provide consumers with beverages to fit their different life styles and life stages. CEO Douglas Daft said "In the past Coke succeeded as it appealed to global commonalties. In the future there is a need to understand and appeal to local differences". - Firstly he replaced practically all of Coca-Cola's senior management in Europe with local executives. By placing more responsibility and accountability in the hands of local managers who are closest to the local consumer. - "Coca Cola flourishes when our people are allowed to use their insight to build the business in ways best suited to their local culture and business conditions". Efforts were made to give freedom to local managers to act according to the local conditions. - Draft believed that it was essential to build the core of the business on the strength of the brand. Also it was important to relate to people. - In Brussels, hostesses go to discos and hand out free Coke to teenagers having alcohol to demonstrate pleasure of a Coke break. This was possible by the insights of local marketing 6 managers of Coke who knew that Belgians are party animals management in Atlanta would not know this. This is a good example of how the new localization was working. Between march and September 2003, coca-cola launched three commercials with the “thanda matlab coca-cola” tag line. All three commercials aimed to make the consumers connect with coca- cola. “thanda” usually means lassi or nimbu paani, “garam” is essentially tea. Because the character, in itself, represented a culture, they wanted to equate coke with “thanda”, since “thanda” too is part of the popular dialect of the north. Thus making “thanda” generic for coca- cola. 7 Trade Promotion Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers seen more in the market. And they have a good sale in the market because accordingand middle to man the pushexpert their which product product in the seen market. more And in the that’s market why thatcoca sellscola more. They“Seen doas sold”agreements with a shop keepers and stores to exclusive sale in those stores. These stores are called as KEY accounts in their local language. Also, coke invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. Different Price in Different Seasons Sometimes Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in India. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle. 8 PROMOTION STRATEGIES Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships sponsors their sports events and other extra curriculum activities for getting market share. with different college and school’s cafes and UTC Scheme UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children. DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling Direct selling Indirect selling Direct Selling In direct selling they supply their products in shops by using
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