CH 7 Business Marketing

       Coca Cola Company uses Business Marketing like a short and best way toincrease its profit. Business Marketing know differently as Industrial marketing is consider the marketing of goods and services to individuals and organizations for purposes other than personal consumption. Coca cola is marketing goods to other companies starting with The bottling companies, Fast foods such as MC Donald’s, Subway, Taco Bell, KFC… also with small or big restaurants .The goods that the Coca Cola Company is providing is usually beverage bases and syrups. However Coca Cola owns the brand and is responsible for marketing the product.

According to Coca-Cola Company, the company alliances is base in trust as they say :

Our Customers:
 We seek to better understand the impact of the Coca-Cola business along our entire value cycle and partner with our customers to address areas of concern and add value beyond our beverage products. Our customers include large international chains of retailers and restaurants and small independent businesses. We work with them equally to create mutual benefit. Together with our bottling partners, we serve our customers through account management teams, providing services and support tailored to their needs.Our customers are continually looking for ways to reduce costs, improve sales and profits, and deliver better-quality, more diverse products to consumers. We work to create additional value for our customers by anticipating their demands and interests and to proactively deliver viable solutions for their businesses.

 The use of Internet makes it easy for organizations to communicate for exchanging goods, information and services; B2B ecommerce is helping Coca Cola Company to build strong relationships with other businesses.

Ch 11 Developing and Managing Products

New products paly an important role in a company by making a sustain growth, increasing revenues and profits and replacing obsolete items. Coca-Cola Co constantly making introducing new products in the world market , this is one of the reasons why this company is that big and successful. Did you know that the Coca-Cola Company offers a portfolio of more than 3,500 products in over 200 countries? Well, not surprising its name is almost everywhere.

NEW -TO-THE-WORLD PRODUCTS

Sprite is a colorless, lemon and line  flavored, caffeine-free soft drink, created by the Coca-Cola Company. It was developed in West Germany in 1959 as Fanta Klare Zitrone ("Clear Lemon Fanta") and introduced in the United States as Sprite in 1961. This was Coke's response to the popularity of 7 UP. It comes in a primarily silver, green, and blue can or a green transparent bottle with a primarily green and blue label.
New products line
-Here are some major Coca Cola Products in USA: Dasani water, Fanta, Powerade, Sprite, Flavored Cokes such as Cherry, Vanilla and many more, Barq’s Root Beer, Fresca, Mr. Pibb, Nestea, Minute Maid, Bacardi Mixers Fruitopia, TaB, Tahiti Treat, Mello Yello, Splice, & Mexican Coke.
ADDITIONS TO EXISTING PRODUCT
So much more than soft drinks, their brands also include milk products, soup, and more. So you can choose a Coca-Cola Company product anytime, anywhere, for nutrition, refreshment or other needs.
Those are the normal sell products and also let me introduce to you some limited edition collection around world.

CH8 Segmenting and Targeting Markets

Market segment is a subgroup of people or organizations sharing the one ore more characteristics that cause them to have similar product needs. Coca-Cola Company before the 1960 produced only one beverage and aimed it at the entire soft drink market.
Today The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1941) and Sprite. Fanta's origins date back to World War II during a trade embargo against Germany on cola syrup, making it impossible to sell Coca-Cola in Germany. Max Keith, the head of Coca-Cola's German office during the war, decided to create a new product for the German market, made from products only available in Germany at the time, which they named Fanta.^[32] The drink proved to be a hit, and when Coke took over again after the war, it adopted the Fanta brand as well. Fanta was originally an orange flavored drink which can come in plastic bottles or cans. It has become available in many different flavors now such as grape, peach, grapefruit, apple, pineapple and strawberry.
In 1961 Coca-Cola introduced Sprite, another of the company's bestsellers and its response to 7 Up.

Bases for segmenting Consumer markets.
Geographic Segmentation
Coca-Cola is sold in almost every country in the world . Even though the product is made to refresh and hot a clime coca cola can be found everywhere despite the geographic location  and clime characteristics.
Demographic Segmentation.
Coca cola Company attend to target  teenagers and middle ages. Children younger than  12 years old are not consider a target .
Age the target market for the Coca-Cola is based on the age. The audience of Coca-Cola is youngest or youth . It ranges from the age of 15-25 and reaches to 40.
Gender :58% females and 42%males
Psychographic All psychographics variables the social class, lifestyle, occupation, level of education and personality Coke segments everyone.

Ch15 Marketing communications

Types of media used to promote Coca-Cola :

Media is considered to be one of the most effective advertisement methods among marketing practitioners. Published media includes newspapers, magazines, trade and professional press, as well as internet. Visual and aural media, on the other hand, include television, radio, cinema, posters, billboards, and direct mailing. we all are witness of the fact that coca cola is advertised in all  this types of media, however Coca-Cola is also advertised in cinema  and this is undertaken in two ways. Firstly, there are Coca-Cola video advertisements played in cinemas for selected movies before the movie starts. Secondly, Coca-Cola is widely advertised through product placement in movies, where Coca-Cola drink features somewhere during the movie and in order to maximize the efficiency of the product placement, the drink is usually consumed by the leading role during the movie.Posters and billboards are also widely used as an integral part of the Coca-Cola media promotion.

Ch10 Pruduct Concepts

Coca-Cola is an example of consumer product because  it's product bought to satisfy an individual's personal wants and needs.   Coca -Cola ,as an  brand loyalty  is one of the most recognizes bran in the world because is  special product which  consumers are more likely to buy when  the market  offer so many other types of fountain drinks,
Since 1894 when Joseph Biedmenharrn  thought of bottling Coke and now there are so many sizes and shapes of bottles and cans that Coca-Cola can be sold. The first idea of bottling came to satisfy consumers who didn't live in Atlanta Georgia.


 Coca cola has a high level of  brand equity because most of the people in the world when they think about soda the name of Coca- Cola is first that comes  up . Another reasons that makes Coca-Cola a big company is the fact that the company produces a lager number of beverages that consumer can process.

Ch17 Personal Selling and Sales Management

  Relationship selling (consultative selling)is a sale practice that involves building maintaining and enhancing interactions with costumers in order to develop long-term satisfaction through mutually. The fact that Coca-Cola is a well  known brands all over the world led us to the understanding that this company is doing a good job in building and kipping relationship with the costumers. According to the Coca-Cola Journey 100.000 Coke Vending Machine in North America will accept Apple pay by the end of this year . This is a great news for all Coca cola consumers and also a big steep for the Company . Now the company will closer  be able to collect more information about its costumers then before . This is an example of how company use  interaction to exchange information. Customers will benefit buy having a better ,save and fast process and the company will be able to Capture Customer  Data .

Steps in the selling process:
1-Generating Leads (prospecting)
This steep is related with identification of those firms and people most likely to buy the sellers offering.
The Coca-Cola company has been able to generate leads by advertising ( the company will have new slogans and new advertisement  all the time and everywhere.
2-Qualifying Leads
This steep involves determining whether the prospect has three things such as : a recognized need, buying power, receptivity and accessibility .Coca -Cola Company recognizes the need by collecting information thru technology and web side pages.
3-Aproching the customer and the probing needs.
This is a sort of home work that a sale person must do before he /she contacts a prospect.
Coca cola has official web sides where the Company inform customers about the product  and different events.
4- Developing and proposing Solutions
After a company or a sale person has gathered the appropriate information about what the client want, the next step is determine whether the company's product  will satisfy the needs.
5-Handling Objection
6-Closing the sale
Negation the process during witch both the salespersons and the prospect offer special concessions in unattempt to arrive at sales agreement.
7-Following-up
It is the final steep of the selling process where the company ensure every thing goes well.

CH16 Advertising Public Relacion and Sales Promocion

Ch14 Marketing Channels and Retailing

The new campaign –Share a Coke with a friend  

Coca –cola is a world know brand for years now but this doesn’t mean that they will have the same success as before specially nowadays where the market offers so many different types of soda. This is one of the reasons why coca cola has to find a new idea how to promote its product and for more to make consumers process it. The new big idea of the year was to print the most popular names in to the bottle in order to connect them with the product.

 Coca-Cola is putting Aussies front and centre by printing people’s names on millions of bottles (for the first time ever) as a social invitation to find the names of friends and family and encourage them to connect and ‘Share a Coke’ together.

The launch of the new multi-million dollar summer campaign, Share a Coke, will see the country’s 150 most popular names appear on labels this summer, encouraging them to ‘Share a Coke’ with one another.
This is the first time Coca-Cola has made such a major change to its packaging and the first time any brand in Australia has launched this type of campaign.  Share a Coke with Matt, Josh, Luke, Rebecca, Nicole, Kate messaging was designed to encourage Aussies to connect with each other this summer. All the executions of the fully integrated ‘Share a Coke’ marketing campaign act as an invitation for consumers to share a bottle or can of Coke with someone they know, or want to know.

Indirect distributor

 Coca -cola doesn’t sale the product directly to the costumers, the company uses intermediates.

Wholesaler channel

The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors.

Retailers will process Coca-cola from Wholesalers and they will sale it to the costumers.

Coca-cola can be found in every food store, restaurants, bars, cinemas etc.

Prices of Coca-cola are fix, sometimes retailers offer it for a lower price to increase the sale.

CH6 Consumer Decision Making

“When sidewalks are hot, pause at a soda fountain for ice-cold Coca-Cola… And forget the thermometer “ This was a typical consumer behavior for the Coca-Cola in1938. 

     Nowadays consumers will make a decision to process this product even when the temperatures are low because they love the taste of it. Personally (I’m coming from a small country in Europe) I was introduce to Coca-Cola not as a refreshing drink but as a special drink to celebrate holidays or special moments in the house. 

        However consumer around the world consume Coca cola Classic all the time. Most of the time they don’t really need the product but they do buy it because it is part of they day routine. Coca –cola is one of those products where is no need for research because they know the taste of it.

    Most of the time consumers will process again and very easy, this product because they do like the taste of it ,it is easy to be found (it seals everywhere ) and its low-cost. 

The fact that Coca- cola comes in family-sized bottle is and advantage for the company because costumers can be familiar with the brand since the young age .The purpose was to help out women buying groceries. It would be a lot easier for them to carry one larger bottle among other groceries than carrying a cumbersome six-pack.

Ch 5 Developing a Global Vision

            "The moment Coca-Cola starts shipping is the moment you can say there might be real change going on here," says Tom Standage, author of A History of the World in Six Glasses. "Coca-Cola is the nearest thing to capitalism in a bottle."There are now just two countries in the world where Coca-Cola cannot be bought or sold - at least, not officially. They are Cuba and North Korea, which are both under long-term US trade embargoes (Cuba since 1962 and North Korea since 1950).Before 1960 when Fidel Castro’s government began, Cuba was actually one of the three country outside the US to bottle Coke in 1906.In the early 1900s Coca -Cola Company was bottling the drink in Asia and Europe. During the World War II Coca cola was consider more then just a drink it was consider symbol of capitalism. Coca-Cola is not trying to get involved in politics, but as a huge brand so closely associated with the US, it sometimes finds itself tangled up in politics, or singled out for criticism.

1. The first Coca-Cola was served in 1886 at a pharmacy in Atlanta, Georgia
2. Canada, Cuba and Panama became the first countries outside the US to bottle it in 1906
3. Coca-Cola expanded to Asia, opened a bottling plant in the Philippines in 1912, and then in Paris and Bordeaux in 1919
4. By 1930 Coca-Cola was bottled in 27 countries around the world.
5. By 1959, it was operating in over 100 countries

Global vision in order to continue achieve sustainable quality growth according to the official Coca-cola journey.

• People: Be a great place to work where people are inspired to be the best they can be.
• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
• Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
• Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-moving organization.

Ch4 The Marketing Environment

Understanding the External Environment is an important step that Coca Cola Company takes it seriously wile is planning for the future. The strategy that this company uses focus more in the external and internal factors that make Coca cola Classic one of the most popular soft drink in the world. Coca Cola Company is monitoring closely customer attitudes, instabilities in economy and demographic patterns. Coca Cola Classic has an adversity of customers ranging from different ages as well as ethnic backgrounds.Main customers are 12-30years old and their age target are both genders 18-25 years old. 

  Media is playing a significant role in advertising Coca-Cola Classic. According to Coca -Cola Journey;

1.              Coca-Cola will be transparent in every social media engagement.

2.         Coca-Cola will protect our consumers’ privacy in compliance with applicable Privacy Policies, IT Security Policies, and laws, rules, and regulations.

3.   Coca-Cola will respect copyrights, trademarks, rights of publicity, and other third-party rights.

4.         Coca-Cola will be responsible in our use of technology and will not knowingly align our Company with any organizations or Web sites that use excessive tracking software, adware, malware or spyware.

5.         Coca-Cola will reasonably monitor our behavior in the social media space, establish appropriate protocols for establishing our social media presence, and keep appropriate records of our participation as dictated by law and/or industry best practices.

Coca-Cola Company is present in customers life not only on regular days but also in big sport events such as Olympics, World Cup, Super Bowl etc.Coca-Cola has been involved with the Olympic Games since 1928. It has been sponsoring the football World Cup since 1978 and is actively involved with the Wimbledon Championships. Coca-Cola's support is at all levels.