In their constant battle with Pepsi over market share, Coca Cola puts a lot of emphasis on brand recognition in and attempt to increase the sales of existing products in existing markets. Finally, the use of the market development model is evident by the fact that Coca Cola is the world’s most recognized brand. Coca Cola, unlike Ruth’s Chris, enters into markets that are undeveloped. They provide a highly commoditized product for a very low price. This allows them to have a larger geographical footprint than Ruth’s Chris.
Coca-Cola creates value to its brands and with good performance to convince people to buy their products. The company heavily invested lots of capital to advertise the products all over the world. While earning good profit, innovation still one of the important strategies in Coca-Cola to gain more wealth. Different new products and packages could attract people to buy. For instance, to run a success business, a firm must know how to dissolve in different culture.
HISTORY & BACKGROUND OF COCA COLA The Coca Cola company is known as one of the world’s largest carbonated soft drinks company that began before World War II. It is an American-based company found in 1886 by an Atlanta pharmacist. Dr. John S. Pemberton created the formula of French Wine Coca, which is known as Coca Cola now and introduced the carbonated soft drink as a patent medicine at first. The beverage became more noticeable when Frank M. Robison, Dr. Pemberton’s partner changed the product name and created the famous script logo, which he believed that will attract customer in advertising.The marketing phenomenon grew even bigger when the small company was bought over by Asa Griggs Candler prior of the founder’s death in 1888. Candler 's decision was what made the Coca Cola Company so successful today due to his interest and aggressiveness in marketing this product.
The team’s overall objective is to enhance the company’s performance goals while keeping cost low. First, the team will focus on ways to increase market shares. Increasing market shares will aid in the company in obtaining new and keeping current customers. This will mean branding Allround with stronger and more effective advertising messages. Advertising is the number one factor when communicating to customers informing them about the brands available and the variety of products offered to them (MSG.com).
1.1 Explain the importance of external factors affecting Coca-Cola Company. Introduction The coca cola company was invented in 1886 in New York Habour. Like people who make history, John Pemberton of Atlanta pharmacy, was motivated by simple curiosity and one afternoon he enthused up a fragrant caramel – colored liquor and he carried it out after it was done. He put it on sale on a few doors down to Jacobs’s pharmacy for 5 cents on 3p a glass. A Pemberton’s bookmaker, frank Robinson named this mixture as Coca-Cola and wrote it in his unique script.
The product originally originated in Atlanta, Georgia, in 1886. It was born accidentally, when Dr. John Smith, a local pharmacist produced A caramel-coloured drink and he brought to that to Jacob’s pharmacy where they mixed the carbonated water and sampled by customers. The new drink had a special welcome by the customers. Later his partner and bookkeeper Mr. Frank Robinson named the drink and the style of the letters also created by him. The company has been using the letters and style since that time.
1.2. Product Differentiation This refers to differentiation that aspires to make a product more attractive by contrasting its unique qualities with other competing products (Investopedia, 2015:1), as in the case of Coca-Cola, other soft drink brands. Successfully adopting this strategy would have a company gaining a competitive advantage, as the customer would then view the product as unique or superior. This is what coca cola has managed to do, and has managed to do it on a scale that is globally unique, and globally recognized. Much proof would indicate that Coca-Cola has definitely chosen a differentiation strategy since its early days.
He first “distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. The Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products.
Effective advertising and positioning attracts customers. The brand equity of Coca cola is very high and it has established an emotional connect with consumers. Coca Colas brand slogan “Open happiness” has successfully positioned the brand as a global icon of happiness. Such connects are very important in order to persuade a consumer into buying the brand. 5.
The objective of both is to maximize their profit. Hence, we can say that these 2 players are involved in a non-cooperative game, the objective being to garner the most profit, and capturing market share being the most effective way to do so. Since Coke and Pepsi are perfect substitutes, the price elasticity of demand should be perfect elastic. However, there are some factors that results in a fairly elastic demand. When Coke increases its price, most of its customers that are highly sensitive to price changes will switch to Pepsi due to the similarity of the taste.