Coca Cola Marketing project

Topics: Coca-Cola, The Coca-Cola Company, Diet Coke Pages: 14 (4707 words) Published: January 11, 2015
The Coca-Cola Company

The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. The company and bottling partners are dedicated to the 2020 Vision, a roadmap for doubling system revenues this decade, focused on five key areas—profit, people, portfolio, partners and planet. General information:

128 years on the market
global headquarters: Atlanta, Georgia
products sold in more than 200 countries
net operating revenues in 2013: $46.9 billion
6th most admired company (Fortune 2014)
the marketing campaign for 2014 FIFA World Cup is the largest in the history of Coca-Cola 3500 products worldwide
improved energy efficiency by 20% since 2004
Main brands: Coca-Cola Classic, Diet Coke, Dr. Pepper, Sprite, Fanta, Coca-Cola Zero, Schweppes. Mission, Vision & Values
Mission
It declares their purpose as a company and serves as the standard against which they weigh their actions and decisions. To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
Vision
It represents what they need to accomplish in order to continue achieving sustainable, quality growth. 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. Living their Values

Their values serve as a compass for their actions and describe how they behave in the world. Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it's up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
Focus on the Market
Focus on needs of their consumers, customers and franchise partners Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious
Work Smart
Act with urgency
Remain responsive to change
Have the courage to change course when needed
Remain constructively discontent
Work efficiently
Act Like Owners
Be accountable for our actions and inactions
Steward system assets and focus on building value
Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didn’t
Be the Brand
Inspire creativity, passion, optimism and fun

FOCUS ON CONSUMER
Responding to consumers` needs with innovation
Consumer needs and demands are constantly evolving throughout markets. In order to remain relevant to their consumers they establish clear category and brand priorities and define focused objectives. They drive innovation by continuously building on their strong family of brands and introducing new flavors and packages in specific markets. Part of their innovation process, they are launching existing brands in new markets and re-launching or reinvigorating existing brands where appropriate. In many of the markets where adults are a growing segment of consumer base, they have launched several product innovations to ensure they meet their expectations and their increased interest in reducing their sugar and calorie intake. In 2008, they launched Coca-Cola Zero, a full-flavor no calorie Coca-Cola beverage highly popular among adult consumers, which is available in 20 out of 28 markets. They have progressively reformulated Fanta, Sprite and Nestea so they now contain up to 30% fewer calories than in 2010. This has...
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