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Presentation of PLC of Coca Cola
Presentation of PLC of Coca Cola
Presentation of PLC of Coca Cola
2 •GROWTH STAGE
3 •MATURITY STAGE
4 •DECLINE STAGE
FEATURES OF INTRODUCTION
STAGE
MARKETING OBJECTIVE : Create product awareness & trail.
INTRODUCTION
CHARACTERISTICS
STAGE
sales Low
Cost High per unit
Profits Negative
Customers Innovators
Competitors few
COCA COLA’S
INTRODUCTION STAGE
• One afternoon, JOHN PEMBERTON, an Atlanta pharmacist, stirred up a fragrant,
caramel-colored liquid and, when it was done, he carried it a few doors down to
Jacobs' Pharmacy. Here, the mixture was combined with carbonated water and
sampled by customers who all agreed - this new drink was something special.
• JACOBS' Pharmacy put it on sale for five cents (about 3p) a glass.
• However, PEMBERTON had no idea how to advertise. This is where Frank Robinson
came in. He registered Coca-Cola's formula with the patent office, and he designed the
logo. He also wrote the slogan, "The Pause That Refreshes.“
• In the first year , the company sold 9 glasses of per day.
• The total revenue of first year was $56 but the cost incurred was $70.
MARKETING STRATEGIES
• The first
advertisement for
coca cola appeared in
“THE ATLANTA
JOURNAL”
A BORN SALESMAN
RISING PROFITS
PROFIT
EARLY ADOPTER
CUSTOMERS
GROWING NUMBERS
COMPETITORS
GROWTH STAGE OF COCA COLA
• In 1899 – 13 years after Atlanta pharmacist Dr. John Pemberton began
producing Coca-Cola syrup for sale in fountain drinks – two Chattanooga
businessmen secured exclusive rights to bottle and sell Coca-Cola for most
of the United States.
• Recognizing the need to create a bottler network, Benjamin F. Thomas and
Joseph B. Whitehead, with the support of businessman John T. Lupton,
began granting other entrepreneurs bottling franchise rights.
• The first franchise began operations in 1901, serving parts of Tennessee
and other nearby locations under the ownership of Mr. Thomas and James
F. Johnston.
• In 1986, The Coca-Cola Company merged some of its company-owned
operations with two large ownership groups that were for sale – the John
T. Lupton franchises and BCI Holding Corporation's bottling holdings –
forming Coca-Cola Enterprises Inc. (CCE).
1920’S AND 1930’S …
INTERNATIONAL EXPANSION
• In 1923, four years after his father Ernest purchased the company from
ASA CANDLER , woodruff became the president of the coca cola .
• Woodruff was a marketing genius, who saw opportunities for expansion
everywhere.
• He led the expansion of Coca-Cola overseas and in 1928 introduced
Coca-Cola to the Olympic Games for the first time when Coca-Cola
travelled with the US team to the 1928 Amsterdam Olympics
• Woodruff pushed development and distribution of the six-pack and many
other innovations that made it easier for people to drink Coca-Cola at
home or away. This new thinking made Coca-Cola not just a huge success,
but a big part of people's lives.
1940’S … POST-WAR GROWTH
• In 1941, America entered World War II. Thousands of men and women
were sent overseas.
• Woodruff ordered that 'every man in uniform gets a bottle of Coca-Cola
for five cents, wherever he is, and whatever it costs the company‘.
• In 1943, General Dwight D Eisenhower sent an urgent cablegram to
Coca-Cola, requesting shipment of materials for 10 bottling plants.
• Woodruff's vision that Coca-Cola be placed within 'arm's reach of desire'
was coming true - from the mid-1940s until 1960, the number of countries
with bottling operations nearly doubled.
A WORLD OF CUSTOMERS
(1960-1981)
• After 70 years of success with one brand, Coca-Cola, the company decided
to expand with new flavors. Fanta, originally developed in the 1940s, was
introduced in the 1950s, while Sprite followed in 1961, with TAB in 1963
and Fresco in 1966.
• The company's presence worldwide was growing rapidly, and year after
year, Coca-Cola found a home in more and more places: Cambodia,
Montserrat, Paraguay, Macau, Turkey and more.
• Advertising for Coca-Cola, always an important and exciting part of its
business, really came into its own in the 1970s, and reflected a brand
connected with fun, friends and good times.
• The international appeal of Coca-Cola was embodied by a 1971
commercial, where a group of young people from all over the world
gathered on a hilltop in Italy to sing I'd Like To Buy The World A Coke.
DIET COKE AND NEW COKE
• The 1980s - the era of legwarmers, headbands and the fitness craze, and
a time of much change and innovation at The Coca-Cola Company.
• In 1981, ROBERTO C GOIZUETA became chairman of the board of directors
and CEO of The Coca-Cola Company. ROBERTO completely overhauled the
company with a strategy he called 'intelligent risk taking'.
• He also led the introduction of Diet Coke, the very first extension of the
Coca-Cola trademark. Within two years, it had become the top low calorie
drink in the world, second in success only to Coca-Cola.
• in 1985, company release a new taste for Coca-Cola, the first change in
formulation in 99 years.
• In taste tests, people loved the new formula, commonly called New Coke.
In the real world, they had a deep emotional attachment to the original,
and they begged and pleaded to get it back. Critics called it the biggest
marketing blunder ever.
• Coca-Cola listened, and the original formula was returned to the market as
Coca-Cola Classic, and the product began to increase its lead over the
competition - a lead that continues to this day.
NEW MARKETS AND BRANDS
• The 1990s were a time of continued growth for The Coca-Cola Company.
The company's long association with sports was strengthened during this
decade, with ongoing support of the Olympic Games, FIFA World Cup™
football, and the National Basketball Association.
• The year 1993 saw the introduction of the popular Always Coca-Cola
advertising campaign, and the world met the lovable Coca-Cola Polar Bear
for the first time.
New markets .......(1993)
• New markets opened up as Coca-Cola products were sold in East Germany
in 1990 and returned to India in 1993.
• New beverages joined Coca-Cola's line-up, including Powerade sports
drinks and Oasis fruit drinks. Coca-Cola's family of brands further
expanded through acquisitions, including LIMCA, MAAZA AND THUMS Up
in India, Inca Kola in Peru, and Cadbury Schweppes beverage brands in
more than 120 countries around the world.
• By 1997, Coca-Cola already sold one billion servings of its products every
day, yet knew that opportunity for growth was still around every corner.
FEATURES OF MATURITY STAGE