Monday, February 8, 2010

STRATEGIES Of Coca cola


In order to achieve this mission, Coca Cola create value for all the constraints it serve, including consumers, customers, bottlers, and communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs:
1. Consumer demand drives everything Coca Cola do.
2. Brand Coca Cola is the core business
3. Serve consumers a broad selection of the nonalcoholic ready-to–drink beverages they want to drink through out the day.
4. Be the best marketers in the world.
5. Think and act locally.
6. Lead as a model corporate citizen.
The main strategies discussed here are as follows:
STRATEGIC PLANNING
• STRATEGIES OF QUALITY
• EXPANDING TARGET MARKET
• STRATEGIES OF GETTING GOALS I.E. "HIGH PROFITS"
• MARKETING STRATEGY
• PRICE STRATEGY
• PROMOTION STRATEGIES
• DISTRIBUTION CHANNELS
• FACILITATING THE PRODUCT BY INFRASTRUCTURE
• ADVERTISEMENT
• SALES PROMOTION ACTIVITIES
The details are as follows:
STRATEGIC PLANNING
In last years, the company had a great success, as the strategy worked which resulted in making Coca Cola Company the world's leading company. Company accomplished the crust of it's strategy as
• Worldwide volume increased by 4 percent with strong international growth of 5 percent.
• Earnings per share grew by 82 percent.
• Return on common equity grew from 23 percent to 38 percent this year.
• Return on capital increased from 16 percent in 2000 to 27 percent.
• The company has generated free cash flow of $3.1 billion, up from $2.8 billion
The marketing strategy for the future is as follows:
• Accelerate carbonated soft-drink growth, led by Coca-Cola.
• Selectively broaden the family of beverage brands to drive profitable growth.
• Grow system profitability and capability together with our bottling partners.
• Serve customers with creativity and consistency to generate growth across all channels.
• Direct investments to highest potential areas across markets.
• Drive efficiency and cost-effectiveness everywhere.
STRATEGIES OF QUALITY
After Micro and macro analysis Brand "coke" is primarily role
1. Enhance competition moments
2. When people watch cricket
3. Through commercialization
4. Fun time
EXPANDING TARGET MARKET
In last 2 years Coke has come back in aggressive manner.
• Consumer has choice
• Attractive brand name
• Brand differentiating
Consumer Has Got Choice:
Now the consumer has got choice. Because now they know the name of another big brand, though coke is the 2nd best name but it can get a better position after some time
Attractive Brand Name:
Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after the word "ok". So people can better differentiate brands with each other.
Brand Differentiation:

Now different companies have got different brand names. So, people can distinguish between brands. Two major brands "coke" and "Pepsi" also have brand names.
STRATEGIES OF GETTING GOALS
i.e. "HIGH PROFITS"
To increase the price is the least thing, which Coke can adopt. There are so many ways through which Coke can increase the profits. Some major ways are as follows.
• Volume can be increased
• Interest level of consumers
• To take part in energetic festivals
MARKETING STRATEGY

What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Pakistan buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business.
PRICE STRATEGY
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 and middle man push their product in the market following "Seen as sold"
Different Price in Different Seasons:
Some times Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in Pakistan.
So in winter they reduce their prices to maintain their sales and profit.
PROMOTION STRATEGIES
Getting shelves:
They gets or purchase shelves in big departmental stores and display their products in that shelves in attractive style.
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 with different college and school's cafes and sponsors their sports events and other extra curriculum activities for getting market share.
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 their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.
Indirect Selling
They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.
FACILITATING THE PRODUCT BY INFRASTRUCTURE
For providing their product in good manner company has provided infrastructure these includes:
• Vizi cooler
• Freezers
• Display racks
• Free empty bottles and shells for bottles
ADVERTISEMENT
Coca Cola Company use different mediums
• Print media
• Pos material
• TV commercial
• Billboards and holdings
HOW COKE DETERMINE THE YEARLY BUDGET
Coke determines its yearly budget by the
• Sales volume
• Profitability
• Target volume
Sales Volume:
Coke determines its yearly budget through the sales volume. They first concentrate on the thing is "what is the condition of their sales?" if the condition is good of their sales then they definitely increase their production and sales volume.
Profitability:
The second thing through which they determines budget is the "profit" .if they r getting profits with the high margin, then they definitely want to increase their profits in the next coming year. To get profit is the first priority of the Coke.
Target Volume:
To run the business every industry increases volume in specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target.
Coke did the same.
  • SALES PROMOTION ACTIVITIES
    Coca-Cola Cricket
    Coca-Cola Concerts
    Coca-Cola Food Mela
    Coca-Cola Basant Festival
    Coca-Cola GO-RED
    Coca-Cola Party in a Park
    Coca-Cola Shopping Festival
    Coca-Cola Pet Promotion
    Coca-Cola Ramzan Campaign
    Coca-Cola Wonder of the World Promotion
    Coca Cola TV Mazza
    Coca-Cola & Mc Donald's
    Fanta & Sprite Launched
    Diet Coke

1 comment:

Anonymous said...

This is excellent.