Transcript Slide 1
PLANNING-CONTOLINGORGANISING Introduction. World's #1 soft-drink company. Owns four of the top five soft drink brands. Makes more than 400 drink products. HISTORY Invented by – Dr.John S. Pemberton Introduced on – 8th May, 1886. Country of Origin – United States Head Quarters located in Atlanta, Georgia Name Given By – Frank Robbinson Bottle Design. COKE’S EUROPEAN SCARE. Children falling ill. Victim of hysteria. Negative public response. Coca-Cola drinks were withdrawn Facts.. Health crisis rocked the European nations. Effects were felt far away. Hundred’s of customers felt ill. Coke’s trademark withdrawn from the Belgian market. 15 million bottles and cans were recalled. Complaints snowballed. Complaints of poisoning. Irregular taste and smell. Presence of H2S. Symptoms of illness, headache. Complaints were unsubstantiated. What are the management issues? Saw the contamination as a minor problem. Fungicide on wooden shipping pallets. Poor communication on this matter. Some effects on Coke’s profit. Some feel that Coke handled the situation the BEST. How did it regain its prestige? Offered a free can. Promised to take precaution. Made transparency in production. Key factors to be considered by management. Be planned for everything. Never betray the trust of consumers. More attention to the quality rather than reputation. Response on time and no negligence. CEO’s Statement.. “I want to reassure our consumers, customers, and government officials in Europe that The Coca-Cola Company is taking all necessary steps to ensure that all our products meet the highest quality standards. Nothing less is acceptable to us and we will not rest until we ensure that this job is complete. We deeply regret any problems encountered by our European consumers in the past few days. The trust is sacred to us”. SWOT Analysis. Strengths: Extremely recognizable brand. Bottling system. Bottling companies are locally owned and operated by independent business people authorized to sell products. Serve customers with creativity and consistency. Weakness: Unable to raise the price of the product to increase profitability. Coca-Cola on the other side has effects on the teeth . Opportunities: Brand recognition is significant factor. Bottling strategy also gives them the opportunity to serve a large geographic, diverse area. Threats: Carbonated soft drink is not very substantial. Substitutes available puts pressure include tea, coffee, juices, milk and hot coffee. • Respond to change in changing attitudes and demand of their consumers or face losing market share. Marketing Objectives All objectives should be SMART Selecting Target Market Positioning Branding Packaging Price REGIONS • • • • • • • North America Latin America Europe Middle East Africa Asia South Pacific Chain of Slogan’s 2000 - Coca-Cola Enjoy 1993 - Always Coca-Cola 1990 - Can't Beat the Real Thing 1989 - Can't Beat the Feeling 1976 - Coke Adds Life 1971 - I'd Like to Buy the World a Coke 1963 - Things Go Better with Coke 1959 - Be Really Refreshed 1944 - Global High Sign 1942 - It's the Real Thing 1936 - It's the Refreshing Thing To Do 1929 - The Pause That Refreshes BRANDS