Coca-Cola works closely with its bottlers around the world on procurement and commercializing new products and new packaging technologies. Coca Cola Company can be considered as a franchise system. The bottlers are primarily local. So the effectiveness of the company depends on the effectiveness of the relationships between the bottlers and the companies brands. To manage franchise relationships, the company has to maintain a geographic orientation.
Besides, Coca-Cola is also successful due to its supply chain function. Supply chain can be refer as the process of transferring the goods or services from suppliers to the final customers. “We ensure that every link in the chain stretching from bottler to consumer is working together. We cover every aspect of supply from Procurement and Manufacturing (including Quality, Environment, Safety & Health), to Engineering and Logistics.” (Coca-Cola Company, 2013) Moreover, the successful of Coca-Cola is also due to its innovation. For an example, Coca-Cola attracted its customers by introducing some innovative vending machine such as Small World Machine in India, Coke Hug Machine and etc.
So that, at the end of the century, coke started to sold across the United States and Canada. Meanwhile, Coca Cola company started to sell the syrup to the independent bottling companies licensed to sell the beverage. The bottling companies agreed with the specific beverage needed a standard and specific bottle. Therefore, the bottling companies confirmed the unique contour bottle in 1916.The new Coke bottle was very specific and unique; it was very noticeable in the dark and it had effective brand value apart from the competition. In 1977, the contoured Coca Cola bottle was trademarked.
• Brand Management across geographic boundaries and market segments. BRAND IDENTITY Design elements of the logo: Today, among the global beverage industries, coca cola is main leader. The coca cola logo is also internationally recognized. The swirl of the logo encourages the passion and enthusiasm of the youth today. Shape The logo is in rectangular shape along with hobble-skirt on top.
Introduction The Coca-Cola Company is one of the largest beverage selling companies in the world. To reach this highest position coca cola uses various marketing techniques and business strategies. It is a leading beverage company and has almost 500 different brands. The very popular soft drinks are such as, sprite, Fanta, Minute Maid and many more in this list. The product originally originated in Atlanta, Georgia, in 1886.
Part of the company success depends on their ability to grow and expand in emerging markets. With Coca-Cola’s change management, infrastructure enhancements took place. In addition to higher sale rate, and efficient communication with different stakeholders. The company started taking actions in 19 countries including Mexico and Philippines. With such collaboration, Coca-Cola’s future success will take place in international market (Gilhuly, 2015).
The good results lead to evolution into the current Coca-Cola Company. Some of Coca Cola’s key routines and capabilities are the recipe, packaging, and advertising strategies. They refined their routines through the years for more success. So, all routines changed in the routines they are now through constantly refining their
Coca-Cola Company presented products which are suitable for modern, busy life style (shortage of time) and mobile generation. *Personality Coca Cola Company is using personality variables to segment markets. They endow Coca-Cola products with a ―brand personality‖ that corresponds to a target consumer
Much proof would indicate that Coca-Cola has definitely chosen a differentiation strategy since its early days. To prove this, a look will be taken into how it has being done. According to softdrinkcolar blogspot (2012:1), the company spends about 20% of their total advertisement budget for maintaining and communicating on its differentiation strategy. Coca-Cola has created differentiation using a soft sell approach and has positioned itself on the following standards: # Corporate reputation for quality and innovation: one of the best place to work- This would attract a pool of workers of the highest caliber, thus leading to more value induced into the company. # Successful communication of perceived strengths of the product: Integrated marketing strategy- This has
The Coca-Cola Company is among of the largest beverage companies in the world. It is known for its continuous innovation in the manufacture and improvement of products and the best marketing strategies that it employs to stand up to the rising competition. In addition to that, the company operates on customer-driven principles whereby the innovations are offered for the good and satisfaction of the customers. The company operates with the intention of manufacturing products for all populations, social classes and occupations. In fact, the company also manufactures products to cover the market of people with special medical needs.