In china, you can see cocacola everywhere, they has used three major sales mode of operation. Promotion strategy which includes the sales promotion, technological change and advertisement were all used by coca cola company in the marketing of its product in nigeria. Coca cola has used diversification as a strategy since it first faced stalling growth in the 1960s and 70s, even buying out columbia pictures in 1982 before selling off such noncore businesses a few years later. The cocacola companys distribution strategy marketing. I have chose two very famous fmcg brands, pepsi and cocacola for this study.
Sales and distribution of coca cola linkedin slideshare. Sales and distribution management at cocacola coca cola. Rtd tea and coffee is a growing market and coca colas expansion in this space is the right strategy which can drive revenues. The company began operating in a decentralized environment that was unfeasible in previous years. How coca cola is continuing its portfolio diversification. Moreover, the company has become the largest manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups which operate in more than 200 countries. In 1993, thumps up, gold spotand, limca enjoyed around 75% share of the csd market.
Pemberton sold off his interest in cocacola and passed away two days after. Cocacola company currently offers more than 500 brands, including diet and light beverages, water, juices, tea, coffee, energy drinks and sports drinks, in over 200 countries or territories and serves over 1. This is because both countries are under longterm us embargoes, which are laws or policies which prohibit or restrict importation or exportation of goods, commonly because of political, economic, moral or. Comparative brand analysis of pepsi and cocacola 1. Distribution strategy of coca cola march 27th, 2011 the company is best known for its flagship product cocacola, invented by pharmacist john stith pemberton in 1886. Meanwhile, cocacola also continues to research the use of new channels for different regions and key channels in different periods, a. The products are said to bring joy, as apparent from coca cola s latest tagline little drops of joy. Cocacola companys distribution strategy and suggestion.
The company keeps altering their distribution channels to match their expansion efforts for a larger market share. Distribution system of coca cola company and business. An evaluation of marketing strategies undertaken by coca. John styth pemberton first glass sold for 5 cents at jacobs pharmacy in atlanta may 29, 1886 first newspaper advertisement pronounced it delicious and refreshing april 1888, dr. The company has more than 20 subbrands and the company obtains more than 1 billion us dollars in annual. Marketing ch10 distribution and merchandising flashcards. Cocacola began distributing bottles as sixpacks, encouraging customers to purchase the. It was invest by dr john pemberton, who was a pharmacist in atlanta. It was first sold as a patent medicine at drugstore soda fountains for 5 cents a glass. Woodruff expanded the company and brought cocacola to the rest of the world. How cocacolas distribution system works 19 december 2010 by simon berry weve learnt a lot over the last two years or so about how the coca cola distribution systems work and we thought it would useful to summarise our current state of knowledge so that others can fill any gaps or correct any misconceptions. Pemberton in 1886 in atlanta the cocacola company 2016.
The analysis will be on these points 1 sustainability and road map to success, 2 strategy remain same with the changes in technology, 3 continuity in strategic direction and continuous improvement 4 the myth of. Summary cocacola enterprises leverages output strategy to. Distribution and global adaptation the coca cola company. The cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, which is headquartered in atlanta, georgia. Cola it is possible to recognize creation of two alternative combinations that will try to ensure that the company remains between the most valuable and powerful brands in the world. Coca cola is sold in every single country of the world except just two cuba and north korea. Business strategy march 24, the strategic analysis of the coca cola company this paper will provide the analysis of mission, vision, objectives of the coca cola company. Tharakan american pharmacist john pemberton shown at right invented a nonalcoholic version of his pembertons french wine coca, in his columbus, georgia drugstore in 1886.
Both primary and secondary data were collected and analysed using the chisquare test. Cocacolas new supply chain strategy sell 9 production. The company and its subsidiaries employ nearly 31,000 people around. Business strategy for cocacola company research paper. They put the refrigerated vending machines at various locations and work places. Now, the company has become the largest beverage company in the world the cocacola company 2016.
This case study deals with the distinctive distribution strategies of cocacola india cci for the rural and urban market segments in india. Coke ought to focus on effective distribution strategy in pakistan. Lawrences, pepsicola presidens fot r asia middl, e east and africa pu,t his signatur teo a documen whict h signale ad mileston ien pepsis history. The chain of business or intermediaries, that include wholesalers, retailers, distributors and internet. Sales and distribution management at cocacola free download as powerpoint presentation. Implementing a new gotomarket strategy at cocacola enterprises. The drink did not have bubbles at that time and started selling at soda fountains. It services the right pack size at the right price, in the right place at the right time.
Coca cola process and distribution by hector vazquez on prezi. Scribd is the worlds largest social reading and publishing site. Cocacola learnt the lesson the hard way, when it tried to replace the standard cocacola by new coke in the eighties, leading to one of the juiciest cases of marketing failure. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Being a case study, conceptual content analysis was the most useful in analyzing the data. This is so because the manufacturer tries to distribute their product to every outlet possible. Cocacola life the first strategy of the company is to introduce a new product named cocacola life. Coca cola marketing strategy essays the cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. As a student at emory, i interned for coca cola b avid consumer of diet coke since 1988 c expert in distribution channel management since 1995 d coca cola policies prevented speaker from presenting door prize. Now, the company has become the largest beverage company in the world the coca cola company 2016. The case of cocacolas equator bottlers limited, kenya. I think cocacola good use of distribution strategy. John stith pemberton, a local pharmacist, produced the syrup for cocacola, and carried a jug of the brandnew product down the street to jacobs pharmacy, where it was sold for five cents a glass. Supply chain management of coca cola management paradise.
Coca cola distribution strategy the cocacola company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. Mission the coca cola company creates value by executing comprehensive business strategy guided by six key beliefs. The cocacola company is the worlds largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Coca cola life how new strategies maintain dominance. Name instructor course date of submission marketing channel for cocacola cocacola utilizes the distribution channel as a marketing strategy to bridge the demand and supply gap and ensure that their products reach their different market segments. Led by cocacola, the worlds most valuable brand, our companys portfolio features 16 billion dollar brands including diet coke, fanta, sprite, cocacola zero, vitamin water, powerade, minute maid, simply, georgia and del valle.
Cocacola femsa is the largest bottler of cocacola trademark beverages in the world in terms of total sales volume, with operations in mexico, guatemala, nicaragua, costa rica, panama, colombia, venezuela, argentina and brazil. Adding customer value through effective distribution. The companys background the coca cola company was founded dr. The cocacola company recently announced that it had entered into a binding agreement to acquire initial minority equity shareholding in chi ltd. The products are also marketed as consistent and of high quality. Steal cokes pricing strategy based on value created. In 1919, the cocacola company was sold to a group of investors led by a man named ernest woodruff. Cocacola began to employ a strategy referred to as play to win innovation. The coca cola brand is globally valued and recognized. The case of cocacolas equator bottlers limited, kenya nyangara asaka, charles, aila, fredrick on. Meanwhile, coca cola also continues to research the use of new channels for different regions and key channels in different periods, a. Soft drinks is even one of the examples used for intensive distribution in the text. The cocacola company is one of the leading american beverage company having its network all over the world. Mkt 3500 study guide 201617 schulz instructor schulz.
Adding customer value through effective distribution strategy. The cocacola formula and brand was bought in 1889 by asa candler who incorporated the cocacola company in. Study 454 mkt 3500 study guide 2016 17 schulz flashcards from studyblue on studyblue. Coca colas strategy for intergration amebeobari ollor. Cocacola has been able to survive and grow in an everchanging market because of its ability to systematically innovate and deliver new products. The cocacola marketing and distribution essay example. The cocacola brand is globally valued and recognized. Because of this, cocacola has come up with long term objectives. This strategy paid off and today almost 59% of the market is governed by cci. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. I think coca cola good use of distribution strategy.
Distribution strategy of coca cola management paradise. Multinational model strategies used by coca cola company. Its world headquarters is based in atlanta, georgia. Cocacola distribution strategy linkedin slideshare. Coca soda pop the most important brand name in the world 77. The study found that cocacola kenya is facing a lot of competition challenges especially from new entrants. Additionally, coke said all four entities, along with cokes operating group in north america, will form a new supply. Cocacolas distribution strategy of wanting to have a cocacola within an arms reach of desire, is an example of what kind of distribution strategy. Finally place strategy which involve selection of distribution channels, transport arrangement etc which are very essential to.
The companys background the cocacola company was founded dr. A sample size of 240 respondents were randomly selected from the staff, management and customers of the nigerian bottling company p1c in enugu. Its own or license as well as market more than 500 beverage brands along with a variety of juices, enhanced waters, energy and sport drinks, readyto drink coffees and teas, etc. Interview guides were administered among senior managers at cocacola kenya to collect data. Super markets, gas stations, and even clothing stores. Because of this, coca cola has come up with long term objectives. In china, you can see coca cola everywhere, they has used three major sales mode of operation. Stay connected to your students with prezi video, now in microsoft teams. Essay corporate level strategy coke cola case 3169 words. These then distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents. The coca cola company used forward vertical integration to move a step closer to their consumers. Marketing channel strategycocacola barbra doziers blog. Forward vertical integration refers to a management style of involves a form of vertical integration whereby activities are expanded to include control of. Coca cola position its products as refreshing and thirst quenching.
Implementing a new gotomarket strategy at cocacola. Corporate level strategy cocacola company is now the largest soft drink company in the world. The first slogan for the new drink was delicious and refreshing the company has been hugely successful over the last century and has. For marketing of direct, the coca cola company uses strategy of the exclusive, for example, it make some restaurants and cinemas to only sell their products, eliminate direct competition. Cocacola integrated marketing communications t1 2016.