The College of Accountancy & Business Envisions Itself To Be The Leading Institution For Business Studies

Distribution Management,
Product Planning
&
Development
Submitted to:
Mr. Carlos L. Maglutac
Faculty of the National Teachers College, College of Accountancy and Business
Submitted by:
Agulo, Roanalyn V.
Cayabyab, Charade S.
Corpin, Krisalyn Fely D.
Flores, April S.
Galang, Katrina Louis V.
Lamsen, Vincent I.
Llanita, Ervin S.
Mamangon, Rica Mae M.
Navarro, Erwin A.
Plazo, Gio M.
Santos, Jethro Angelo C.
Sarmiento, Paul John M.
Serrano, Carlo Neil R.
March 20, 2018
1|Page
The College of Accountancy & Business envisions itself to be the leading institution for business studies
2|Page
TABLE OF CONTENTS
I. Introduction………………………………………………………………………………5
A. History…………………………………………………………………………………5
II. Company Profile………………………………………………………………………...9
A. Company Background……………………………………………………………….9
B. Company Logo…………………………………………………………............. …..9
C. Mission………………………………………………………………………………...9
D. Vision………………………………………………………………………………….10
E. Core Values……………………………………………………………....... …… …10
F. Channel Design…………………………………………………………………… ..11
III. Company 4 P’s…………………………………………………………………………..12
A. Product………………………………………………………… …………… … …12
1. Product Description……………………………… ….. ………………… …12
2. Picture of Product………………………………………………………………..12
3. Product Packaging………………………………………………………… … .13
4. Packaging Strategy…………………………………………………………… ..14
5. Product Life Cycle…………………………… ………………………………..15
6. New Product Development Process ……………… ………… .…. …… …..16
B. Price…………………………………………………………………………… …….17
1. Product Price……………………………………………………………………..17
2. Pricing Strategy…………………………………………………………………..17
C. Promotion……………………………………………………………………… … ..18
1. Promotion Strategy………………………………………………………………18
1.1 Television Advertisement……………………………………... …. … … ..18
1.2 Radio Advertisement………………………………………… …………..19
1.3 Print Advertisement………………………………………………………….20
1.4 Freebies…………………………………………………………………… ..20
1.5 Sponsorship…………………………………………………………….. …..21
D. Place…………………………………………………………………………………...22
1. Distribution Channel……………………………………………. ….. ………….22
2. Distribution Strategy…………………………………………………….... … …23
3. Logistics…………………………………………………………………… …….24
3.1 Truck…………………………………………………………………………..24
3.2 Tricycle…………………………………………………… …….. ….. … ..24
4. Customer Service……………………………………………………… …. …..25
IV. Marketing Plan…………………………………………………………………………...26
A. Product…………………………………………………………………………… …..26
1. Product Description………………………………………………… ………. ...26
2. Picture of the Product……………………………………….. … … … …… ...26
3. Unique Selling Proposition………………………………………………… ...27
B. Target Market………………………………………………………………… ….. …27
1. Industry Analysis………………………………………… . … … …. …….. ....27
2. Competitors Analysis…………………. ……. ……… ……… … .... …………27
3. STEP Analysis…………………………………….. ……… ……….. …… .......28
4. SWOT Analysis…………………………………. …….. …… …… ….. ………30
3|Page
5. Consumer/ Costumers………………………………… …. … ……. ……… ..31
5.1 Media Touch Points………………………………………………………….32
6. Perceptual Map…………………………………………………………. … ……34
7. Featured Benefits…………………………………………………… …… …. ..35
V. Bibliography………………………………………………………………………………36
4|Page
I. Introduction
A. History
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr.
John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at
soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where
it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr.
Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the
beverage “Coca‑Cola” as well as designing the trademarked, distinct script, still used
today.
Did you know? The first servings of Coca‑Cola were sold for 5 cents per glass.
During the first year, sales averaged a modest nine servings per day in Atlanta. Today,
daily servings of Coca‑Cola beverages are estimated at 1.9 billion globally.
Prior to his death in 1888, just two years after creating what was to become the
world’s #1-selling sparkling beverage, Dr. Pemberton sold portions of his business to
various parties, with the majority of the interest sold to Atlanta businessman, Asa G.
Candler. Under Mr. Candler’s leadership, distribution of Coca‑Cola expanded to soda
fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca‑Cola and
the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery
in the rear of his Mississippi soda fountain, becoming the first to put Coca‑Cola in bottles.
Large scale bottling was made possible just five years later, when in 1899, three
enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle
5|Page
and sell Coca‑Cola. The three entrepreneurs purchased the bottling rights from Asa
Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed
what became the Coca‑Cola worldwide bottling system.
Among the biggest challenges for early bottlers, were imitations of the beverage
by competitors coupled with a lack of packaging consistency among the 1,000 bottling
plants at the time. The bottlers agreed that a distinctive beverage needed a standard and
distinctive bottle, and in 1916, the bottlers approved the unique contour bottle. The new
Coca‑Cola bottle was so distinctive it could be recognized in the dark and it effectively set
the brand apart from competition. The contoured Coca‑Cola bottle was trademarked in
1977. Over the years, the Coca‑Cola bottle has been inspiration for artists across the
globe — a sampling of which can be viewed at World of Coca‑Cola in Atlanta.
The first marketing efforts in Coca‑Cola history were executed through coupons
promoting free samples of the beverage. Considered an innovative tactic back in 1887,
couponing was followed by newspaper advertising and the distribution of promotional
items bearing the Coca‑Cola script to participating pharmacies.
Fast forward to the 1970s when Coca‑Cola’s advertising started to reflect a brand
connect with fun, friends and good times. Many fondly remember the 1971 Hilltop Singers
performing “I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a Smile”
commercial featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”, a
refreshing bottle of Coca‑Cola. You can enjoy these and many more advertising
campaigns from around the world in the Perfect Pauses Theater at World of Coca‑Cola.
6|Page
The 1980s featured such memorable slogans as “Coke is It!”, “Catch the Wave”
and “Can’t Beat the Feeling”. In 1993, Coca‑Cola experimented with computer animation,
and the popular “Always Coca‑Cola” campaign was launched in a series of ads featuring
animated polar bears. Each animated ad in the “Always Coca‑Cola” series took 12 weeks
to produce from beginning to end. The bears were, and still are, a huge hit with consumers
because of their embodiment of characteristics like innocence, mischief and fun. A favorite
feature at World of Coca‑Cola is the ability to have your photo taken with the beloved 7′
tall Coca‑Cola Polar Bear.
Did you know? One of the most famous advertising slogans in Coca‑Cola history
“The Pause That Refreshes” first appeared in the Saturday Evening Post in 1929. The
theme of pausing with Coca‑Cola refreshment is still echoed in today’s marketing.
In 2009, the “Open Happiness” campaign was unveiled globally. The central
message of “Open Happiness” is an invitation to billions around the world to pause, refresh
with a Coca‑Cola, and continue to enjoy one of life’s simple pleasures. The “Open
Happiness” message was seen in stores, on billboards, in TV spots and printed advertising
along with digital and music components — including a single featuring Janelle Monae
covering the 1980 song, “Are You Getting Enough Happiness?” The happiness theme
continued with “Open the Games. Open Happiness” featured during the 2010 Winter
Olympic Games in Vancouver, followed by a 2010 social media extension, “Expedition
206” — an initiative whereby three happiness ambassadors travel to 206 countries in 365
days with one mission: determining what makes people happy. The inspirational year-long
journey is being recorded and communicated via blog posts, tweets, videos and pictures.
7|Page
Experts have long believed in the connection between happiness and wellness,
and Coca‑Cola is proud to have played a part in happy occasions around the globe. In
Atlanta, check out the Coca‑Cola Theater at World of Coca‑Cola and see the magic that
goes into every bottle of Coca-Cola.
8|Page
II. Company Profile
A. Company Background
Coca-Cola FEMSA Philippines, Inc. is a Philippines based company engaged in
bottling and distribution of Coca-Cola soft drink brands. It is among the ten biggest Coca-
Cola bottlers globally and one of the top 100 Philippine corporations. It operates 23 plants
and 42 sales offices with over 7,800 direct employees offers the widest selection of
beverages for different needs like soft drinks, water, juices, teas, sports and energy drinks.
Coca-Cola FEMSA Philippines, Inc. is the largest Coca-Cola franchise bottler in the world
by sales volume serving more than 375 million consumers daily.
B. Company Logo
C. Mission
To satisfy and please the beverage consumer through excellence.
9|Page
D. Vision
To be the best global enterprise in leading beverage brand sales.
To generate sustainable economic and social value by managing innovative and
wining business models with the best employees in the world.
E. Core Values
Our values serve as a compass for our actions and describe how we 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
10 | P a g e
F. Channel Design
The distribution channel used by the Coca-Cola FEMSA Philippines, Inc. in
distributing their product Coca-Cola Kasalo 800ml is the Vertical Integration. The factory
is located at Sta Rosa, Laguna. From Sta Rosa Laguna the product will be moved at
distribution center which is located at Paranaque. From distribution center the product will
be delivered at the local delivery partners. From local delivery partners the product will be
delivered to local sari-sari store.
11 | P a g e
III. Company 4 P’s (Product, Price, Promotion and Place)
A. Product
1. Product Description
Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola
Company. Originally intended as a patent medicine, it was invented in the late 19th century
by John Pemberton and was bought out by businessman Asa Griggs Candler, whose
marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout
the 20th century. The drink's name refers to two of its original ingredients, which were kola
nuts (a source of caffeine) and coca leaves. The current formula of Coca-Cola remains a
trade secret, although a variety of reported recipes and experimental recreations have
been published.
2. Picture of the Product
12 | P a g e
3. Product Packaging
Figure 3.1
Figure 3.2
Coca-Cola are known because of its unique packaging design since 1899. From
its packaging Hutchinson Bottle, up to its packaging Amber-colored Bottle to its new eco-
friendly packaging which is the Plant Bottle. Coca-Cola create different packaging base
on its product variant and volume. The Coca-Cola classic packaging is different from the
packaging of Coca-Cola Light and Coke Zero. The picture above (Figure 3.1) is the
evolution of Coca-Cola bottle packaging. The variant Coca-Cola Kasalo 800ml have also
different packaging from other Coca-Cola Products (Figure 3.2) since its design for short
consumption and it is refillable.
13 | P a g e
4. Packaging Strategy
Coca-Cola FEMSA Philippines, Inc. use different packaging strategy based on its
product and also based on its target market. But in year 2010 the company launched a
new packaging strategy which is the PlantBottle packaging. PlantBottle packaging is the
latest breakthrough from The Coca-Cola Company designed to change the way the world
thinks of plastic bottles. It is the first ever fully recyclable PET plastic beverage bottle made
partially from plants. The material looks and functions just like traditional PET plastic, but
has a lighter footprint on the planet and its scarce resources.
PET plastic bottles are currently made through a process that turns sugarcane into
a key component of PET plastic. Available in nine countries as of 2010, more than 2.5
billion PlantBottle packages have reached the marketplace and that’s just the beginning.
PlantBottle packages are just like traditional PET plastic bottles – fully recyclable,
convenient, lightweight - except that instead of being entirely made from petroleum and
other fossil fuels, PlantBottle packaging uses materials made from plants.
14 | P a g e
5. Product Life Cycle
The product Coca-Cola is currently at the maturity stage. The company and its
product is considered to be at maturity stage because the business is still in the industry
for over a century. Since the company is in maturity stage all they need is to remind the
consumers that the product is still in the industry. The company is using an advertisements
to remind and keep the customers. The company can advertise the product through
various media such as traditional media that includes television advertisement, radio
advertisement and print advertisement. The company can also use the social media like
Facebook, Twitter and Instagram since the social is very popular now a days. Lastly the
company can use promotional strategy such as discounts and giving freebies for each
purchase of the product that can remind the consumers that the Coca-Cola product is still
in the market.
15 | P a g e
6. New Product Development Process
1. Generation
An Atlanta pharmacist, Dr. John S. Pemberton, create a distinctive tasting
soft drink that could be sold at soda fountains. The particular product is what we known
as Coca-Cola
2. Screening
Through brainstorming, research and new technology the company provide
new variant of the Coca-Cola such as Coke Zero and Coke Light.
3. Evaluation
The product is being evaluated, first by the Coca-Cola employees itself and
second they will seek for the customer’s feedback about the product. They also
evaluate the product using in-depth interviews. The particular evaluation is specifically
called consumer oriented test.
4. Development
The Coca-Cola also develops new variant of product such as Coke Zero
and Coke light in order to attract new purchaser who currently buy other brands.
5. Commercialization
The product is introduced by company using advertisements and test
marketing. The company uses advertisement and test marketing in order to reduce
market failure.
16 | P a g e
B. Price
1. Product Price
The price of Coca-Cola Kasalo 800 ml is based on the suggested retail price that
is provide by the Department of Trade and Industry. The price of the product is twenty two
(22) pesos. The former price of the product is eighteen (18) pesos, but because of RA No.
10963 or Tax Reform Law the price of the product is raised by four (4) pesos or by 22%.
The Tax Reform Law literally affects the sugar sweetened beverages so the company
forced to increase the price of the product. Even the price of the product is increased by
over 22%, the Coca-Cola is still the cheapest among their competitors. The pricing
strategy used by the company is the competitive pricing strategy.
2. Pricing Strategy
The pricing strategy used by the Coca-Cola FEMSA Philippines, Inc. in their
product Coca-Cola Kasalo 800 ml is the competitive pricing strategy. The company used
the particular pricing strategy in order to have an advantage to their competitors since the
Coca-Cola Kasalo 800 ml is cheaper than its competitors by one (1) pesos. Also one of
the advantages of the Coca-Cola to their competitors is they are cheaper but it is perfect
drink because of its secret formula that makes the Coke perfect.
17 | P a g e
C. Promotion
1. Promotion Strategy
Coca-Cola FEMSA Philippines, Inc. use different promotional strategy based on
its product and also based on its target market. The company uses advertising as a
promotional strategy through various media. Media advertising includes television
advertising, radio advertising and print advertising. The company also uses online
advertising such as banner, pop up and search engine advertising. The company also
uses social media in promoting the product such as Facebook, Twitter, Instagram and
YouTube. In print advertisement the company provides posters in schools and local
stores. They also provide store signage that will be distributed and mounted in the local
sari-sari store. They also give freebies to the local retailer such as refrigerator and coolers.
1.1 Television Advertisement
18 | P a g e
The Coca-Cola television advertisement shows hot good or how to
deliciously eat together with Coca-Cola it also shows how Coca-Cola is perfectly
fit in any meal
Coca-Cola FEMSA create television advertisement based on its product
target market and also based on the season. The company use different television
advertisement for each Coca-Cola variant since every variant has its own target
market. The company also use different theme on their advertisements based on
the season such as summer season and Christmas season.
1.2 Radio Advertisement
“Feel as good kainan na may coke Monday to Sunday
Coca-Cola Everyday
Kapag gutom na kayo o feel lang kumain
Coca-Cola Everyday
So can feel forever, you feel together, be real together
No one can’t stop living the taste of feeling
Nothing can have the feeling down
Taste the Feeling”
The radio advertisement is about how good to eat with Coca-Cola. The
advertisement also shows how Coca-Cola is perfectly fit in any meal.
Like in television advertisement, the company also use the same strategy
in promoting the product in the radio industry.
19 | P a g e
1.3 Print Advertisement
In the print advertisement, the company provide posters and signage that
will be distributed and posted in retail store.
1.4 Freebies
The Coca-Cola FEMSA Philippines, Inc. also provide and give freebies as
other form of promotion. They provide freebies that has Coca-Cola logo and theme
such as refrigerator, cooler, table and also umbrella.
20 | P a g e
1.5 Sponsorship
The Coca-Cola FEMSA Philippines, Inc. use sponsorship in promoting the
company and its products. The company give sponsor to the events such as school
events like foundation day. The company also give sponsorship to the TV shows
like noon time show such as Eat Bulaga of GMA 7.
21 | P a g e
D. Place
1. Distribution Channel
The distribution channel used by the Coca-Cola FEMSA Philippines, Inc. in
distributing their product Coca-Cola Kasalo 800ml is the Vertical Integration. The factory
is located at Sta Rosa, Laguna. From Sta Rosa Laguna the product will be moved at
distribution center which is located at Paranaque. From distribution center the product will
be delivered at the local delivery partners. From local delivery partners the product will be
delivered to local sari-sari store.
22 | P a g e
2. Distribution Strategy
The Coca-Cola FEMSA Philippines, Inc. creates a lot of distribution strategy and
one of those strategy is the Tricycle Local Distribution Strategy. The Tricycle Local
Distribution Strategy is the strategy used by the company for distributing Coca-Cola
products from delivery partner to the local retail stores. The distribution strategy is design
for fast delivery. The reason why the company choose the tricycle as form of logistics
because it is small and the tricycle can pass through the small street of Manila. It’s also
the fastest form of transportation because of the heavy traffic in Manila.
23 | P a g e
3. Logistics
Coca-Cola FEMSA Philippines, Inc. uses many logistics or transportation system
in distributing its product. The company uses a lot of vehicle in distributing Coca-Cola
Kasalo 800 ml. specifically the company use trucks and tricycles in distributing the product.
3.1 Truck
The company uses trucks for delivering or distributing the product from
factory which is located at Sta Rosa Laguna to the local delivery partners.
3.2 Tricycle
The company also uses tricycle in distributing the product from local
delivery partners to local retail store. The reason why the company choose the
tricycle because it is the fastest way of transporting the product since Manila is
very traffic place.

24 | P a g e
4. Customer Service
The Coca-Cola FEMSA Philippines, Inc. also provides customer service. The
costumers service provides by the company are the free delivery of the product. The
company gives free delivery for the local retail store that will order any beverage product
of the company. The product includes the Coca-Cola Kasalo 800 ml.
25 | P a g e
IV. Marketing Plan
A. Product
1. Product Description
Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola
Company. Originally intended as a patent medicine, it was invented in the late 19th century
by John Pemberton and was bought out by businessman Asa Griggs Candler, whose
marketing tactics led Coca-Cola to its dominance of the world soft-drink market throughout
the 20th century. The drink's name refers to two of its original ingredients, which were kola
nuts (a source of caffeine) and coca leaves. The current formula of Coca-Cola remains a
trade secret, although a variety of reported recipes and experimental recreations have
been published.
2. Picture of the Product
26 | P a g e
3. Unique Selling Proposition
The Coca-Cola is created to be a perfect drink. Every bottle of Coke refreshes
because of its secret formula that is protected for nearly a century that makes the Coke
perfect.
B. Target Market
1. Industry Analysis
Classification: 1104. Manufacture of Soft drinks, production of mineral waters and
other bottled waters
The Coca-Cola FEMSA Philippines, Inc. belongs to the industry of Manufacture of
Soft drinks, production of mineral waters and other bottled waters they are in the industry
of manufacturing and producing of soft drinks and other bottled beverages.
2. Competitors Analysis
Product Price Place Promotion

Pepsi-Cola Pepsi cola 23  Local Retail  TV Ads
Products 750ml Store  Billboards
Philippines, Inc.  Supermarket  Poster
(PCPPI)  Groceries  Store
 Restaurant Signage
 Fastfood Chains  Internet Ads
 Canteen
 Convenience
Store
ARC Bottlers RC Cola 23  Local Retail  TV Ads
(Asiawide 800ml Store  Billboards
Refreshments  Supermarket  Poster
Corporation)  Groceries  Store
 Canteen Signage
 Convenience  Internet Ads
Store
27 | P a g e
The above mentioned brands is considered as Coca-cola’s competitors. They are
considered as competitors since they are also an international brand manufacturer of soft
drinks. They also have a local factories of their product and lastly they also belongs to the
industry of Manufacture of Soft drinks, production of mineral waters and other bottled
waters.
3. STEP Analysis
Conditions Changes O/T

S1 Pilipino loves drinking cold Pilipino will love drinking more O1
S beverages (tripsavvy.com) cold beverages because of the

near summer season and it
will have a positive impact in
the business.
S2 Soft drinks are popular The soft drinks will be more O2
(nbcnews.com) popular and it may have a
positive impact in sales
T1 Internet connection is slow The internet connection T1
T (5.5mbps) (philstar.com) average speed in year 2018

will be 7.2 mbps
(businessmirror.com) and it
may affect the internet
promotion in the business.
T2 Internet is not a good Due to fake news, internet is T2
source of information no longer a good source of
(newsinfo.inquirer.net) information and it may affect
the business in the future.
E1 Worst city traffic in Asia: The traffic in Metro Manila will T3
E Metro Manila ranks 3rd

(philstar.com)
be worst.
P1 Tax Reform Law is The Tax Reform Law will affect T4
P implemented (RA No. 10963)

especially the tax in sugar
sweetened beverages
the industry of manufacturing
of soft drinks.
The above mentioned are the following current factors that may affect the Coca-
Cola FEMSA here in the Philippines. In Social Factor, Pilipino loves drinking cold
28 | P a g e
beverages, Soft drinks are popular. In Technological Factor, Internet connection is slow
(5.5mbps), Internet is not a good source of information. In Environment and Economical
Factor, Worst city traffic in Asia: Metro Manila ranks 3rd. In Political Legal Factor, Tax
Reform Law is implemented (RA No. 10963). The mentioned factors may give positive or
negative changes to the Coca-Cola FEMSA and its products.
29 | P a g e
4. SWOT Analysis
Opportunity Threat
O1. Pilipino T1. Internet connection is
loves drinking slow (5.5mbps)
External cold beverages T2. Internet is not a good
O2. Soft drinks is source of information
popular T3. Worst city traffic in Programs / Strategy
Asia: Metro Manila ranks
Internal 3rd
T4. 5% to 12% increase
of tax on sugar-based
drinks
Strength
S1. The company S1, O1. S1, O1. The company
provides freebies should continue to provide
such as refrigerator freebies such as coolers
and coolers. and refrigerators.
S2. The company S2, O2. S2, O2. The company
provides store should create or distribute
signage and posters more promotional tools.
to the local retail
stores. S3, T1. Lessen the use of
S3. The company S3, T1. YouTube as a
have its own promotional tool.
YouTube
advertisement. S4, T2. Use the verified
S4. The company S4, T2. page in social media in
have its own online posting promotions.
advertisement on
social media. S5, T3. The company
S5. The company S5, T3. should continually
design a distribution improve its company
channel that is design for distribution
suitable in the area of because of the traffic that
Manila. became worst and worst.
Weaknesses
W1. Sugar is the W1, T4. W1, T4. Look for
main ingredient of the alternatives for sugar.
product
30 | P a g e
5. Consumer/ Costumers
Consumer Rooted Consumption Specific
Fact Male and Female, Ages between 14 Usage Rate: 2 to 3 times a week
to 24 years old, Students of National Purchase Frequency: 2 to 3 times a
Teachers College and living in the week
area of Sampaloc, Manila.
Cognition VALS: Strivers – low resource Benefits Sought:
consumer group which wants to - Refreshment for thirst
reach some achievement. - Large volume of drinks
Behavior: Those people who likes
to drink sweet beverages
The target market of Coca Cola Kasalo 750ml are male and female, ages
between 14 to 24 years old and living in the area of Sampaloc Manila.
31 | P a g e
Target Person
Name: Lyn
Gender: Female
Family: Father, Mother, Brother and Sister
Home: Renting Apartment
Transportation: Walk, Jeep and Pedicab
Habits: Watching TV - ABS-CBN, GMA; Listening Radio
- 90.7, 97.1; Internet Surfing - Facebook, Twitter,
Instagram, YouTube, Spotify, Google
MEDIA TOUCHPOINTS
Time Day in the Life ATL BTL Internet Specifics
6:00-7:00 Wake up time
7:00-8:00 Preparing for School  Spotify
8:00-8:30 Go to School  Billboards and
Posters
8:30-9:00 Eat Breakfast with   Posters, Facebook,
Friends and Twitter
9:00-12:00 Go to Class with Snack  Facebook
12:00-13:00 Lunch break with Friends   Posters, Facebook,
and Twitter
13:00-15:00 Go to Class with Snack  Facebook
15:30-16:00 Snack Time with Friends   Posters, Facebook
and Twitter
16:00-17:00 Go Home  Billboards and
Posters
17:00-18:00 Rest  Radio (90.7)
18:00-19:00 Doing Homework  Google and YouTube
19:00-20:00 Eating Dinner with Family   TV (TV Patrol &
Sherlock Jr.),
Facebook, and
Instagram
20:00-21:00 Do Household chores  Radio (97.1)
21:00-22:00 Watching TeleSerye   TV (Romantic
while eating Doctor), Facebook
and Twitter
32 | P a g e
22:00-22:30 Shower time  Radio (97.1)
22:30-6:00 Sleep
33 | P a g e
6. Perceptual Map
34 | P a g e
The Coca-Cola Kasalo 800 ml will be the perfect drink for the students of National
Teachers College living in the area of Sampaloc, Manila. Every bottle of Coke refreshes
because of its secret formula that makes the Coke perfect.
7. Featured Benefits
35 | P a g e
Bibliography
Aquino, Michael. (Accessed on January 12, 2018). Everything You Need To Know About
Drinking in the Philippines. Retrieved from www.tripsavvy.com/drinking-in-the-
philippines-1629670 on June 01, 2017.
Dela Paz, Chrisee. (Accessed on January 12, 2018). Unemployment in October lowest in 11
years. Retrieved from www.rappler.com/business/155410-philippines-unemployment-
october-lowest-11-years on December 13, 2016.
Coca-Cola FEMSA Philippines. (Accessed on January 12, 2018). History. Retrieved from
www.coca-cola.com.ph/en/history/
________________________. (Accessed on January 12, 2018). Mission, Vision, and Values.
Retrieved from www.coca-colafemsa.com/about-us.html
Hartlaub, Peter. (Accessed on January 12, 2018). Sweet! America’s top 10 brands of soda.
Retrieved from www.nbcnews.com/id/42255151/ns/business-us_business/t/sweet-
americas-top-brands-soda/ on March 25, 2011.
Mecurio, Richmond. (Accessed on February 06, 2018). Worst city traffic in Asia: Metro Manila
Ranks 3rd. Retrieved from www.philstar.com/headlines/2017/11/10/1757475/worst-city-
traffic-asia-metro-manila-ranks-3rd on November 10, 2017.
36 | P a g e
Philippine Star. (Accessed on January 12, 2018). Slow internet problem. Retrieved from
www.philstar.com/headlines/2017/10/26/1752608/slow-internet-problem on
October 26, 2017.
37 | P a g e

The College of Accountancy & Business Envisions Itself To Be The Leading Institution For Business Studies

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The College of Accountancy & Business Envisions Itself To Be The Leading Institution For Business Studies

Uploaded by

Copyright:

Available Formats

Distribution Management,

March 20, 2018

daily servings of Coca‑Cola beverages are estimated at 1.9 billion globally.

Candler. Under Mr. Candler’s leadership, distribution of Coca‑Cola expanded to soda

enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle

what became the Coca‑Cola worldwide bottling system.

globe — a sampling of which can be viewed at World of Coca‑Cola in Atlanta.

couponing was followed by newspaper advertising and the distribution of promotional

items bearing the Coca‑Cola script to participating pharmacies.

tall Coca‑Cola Polar Bear.

theme of pausing with Coca‑Cola refreshment is still echoed in today’s marketing.

Olympic Games in Vancouver, followed by a 2010 social media extension, “Expedition

goes into every bottle of Coca-Cola.

Coca-Cola FEMSA Philippines, Inc. is a Philippines based company engaged in

by sales volume serving more than 375 million consumers daily.

To satisfy and please the beverage consumer through excellence.

To be the best global enterprise in leading beverage brand sales.

To generate sustainable economic and social value by managing innovative and

wining business models with the best employees in the world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius

 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

The distribution channel used by the Coca-Cola FEMSA Philippines, Inc. in

delivered to local sari-sari store.

Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola

2. Picture of the Product

consumption and it is refillable.

has a lighter footprint on the planet and its scarce resources.

An Atlanta pharmacist, Dr. John S. Pemberton, create a distinctive tasting

Through brainstorming, research and new technology the company provide

called consumer oriented test.

The product is introduced by company using advertisements and test

strategy used by the company is the competitive pricing strategy.

Coca-Cola FEMSA Philippines, Inc. use different promotional strategy based on

promotional strategy through various media. Media advertising includes television

1.1 Television Advertisement

fit in any meal

Coca-Cola FEMSA create television advertisement based on its product

the season such as summer season and Christmas season.

1.2 Radio Advertisement

“Feel as good kainan na may coke Monday to Sunday

Kapag gutom na kayo o feel lang kumain

So can feel forever, you feel together, be real together

No one can’t stop living the taste of feeling

Nothing can have the feeling down

Taste the Feeling”

advertisement also shows how Coca-Cola is perfectly fit in any meal.

in promoting the product in the radio industry.

will be distributed and posted in retail store.

such as refrigerator, cooler, table and also umbrella.

The Coca-Cola FEMSA Philippines, Inc. use sponsorship in promoting the

like noon time show such as Eat Bulaga of GMA 7.

The distribution channel used by the Coca-Cola FEMSA Philippines, Inc. in

delivered to local sari-sari store.

the fastest form of transportation because of the heavy traffic in Manila.

Coca-Cola FEMSA Philippines, Inc. uses many logistics or transportation system

very traffic place.

Coca-Cola, or Coke, is a carbonated soft drink produced by The Coca-Cola

2. Picture of the Product