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.