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A Project ON Coca Cola: Program

This report discusses Coca-Cola and its business strategies. It provides background on Coca-Cola, describing its origins in the late 19th century and its rise to dominance in the 20th century. It then outlines Coca-Cola's values, which guide its behavior, and its strategies, including focusing on brand experience over products, competing against its main rival Pepsi, offering a wide range of beverage products globally, and using a marketing strategy based on the "4Ps" of marketing. The report concludes that Coca-Cola's success is due to building human connections through innovation while staying true to simple principles, as seen in its "Happiness Machine" video.

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Muhammad Tariq
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188 views

A Project ON Coca Cola: Program

This report discusses Coca-Cola and its business strategies. It provides background on Coca-Cola, describing its origins in the late 19th century and its rise to dominance in the 20th century. It then outlines Coca-Cola's values, which guide its behavior, and its strategies, including focusing on brand experience over products, competing against its main rival Pepsi, offering a wide range of beverage products globally, and using a marketing strategy based on the "4Ps" of marketing. The report concludes that Coca-Cola's success is due to building human connections through innovation while staying true to simple principles, as seen in its "Happiness Machine" video.

Uploaded by

Muhammad Tariq
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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1

A
PROJECT
REPORT
ON
COCA COLA

PROGRAM:
MBA (HRM)
SEMESTER:
4th
COURSE:
Business Ethic & CSR
COURSE INSTRUCTOR:
Ma’am Rima Adeel
2

GROUP NUMBER:
3
GROUP LEADER:
M.Uneeb Zahid (MBH-19-25)
OTHER MEMBERS:
Shanza Faheem (MBH-19-08)
Saghar Mushtaq (MBH-19-20)
M.Abdullah (MBH-19-02)
Malik Moheed (MBH-19-29)
3

INTRODUCTION

Coca-Cola (often referred to simply as Coke) is a


carbonated soft drink produced by The Coca-Cola
Company of Atlanta, Georgia. Originally intended as a
patent medicine when it was invented in the late 19th
century by John Pemberton, Coca-Cola was bought out
by businessman Asa Griggs Candler, whose marketing
tactics led Coke to its dominance of the world soft-drink
market throughout the 20th century. The name
refers to two of its original ingredients: kola nuts, a
source of caffeine, and coca leaves. The current
formula of Coca-Cola remains a trade secret,
although a variety of reported recipes and
experimental recreations have been published.

The Coca-Cola Company has, on occasion, Coca-Cola Bottle


introduced other cola drinks under the Coke brand
name. The most common of these is Diet Coke,
with others including Caffeine-Free Coca-Cola,
Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-
Cola Zero, Coca-Cola Vanilla, and special versions
with lemon, lime, or coffee. In 2013, Coke products
could be found in over 200 countries worldwide,
with consumers downing more than 1.8 billion
company beverage servings each day. Based on Interbrand's best global brand study
of 2015, Coca-Cola was the world's third most valuable brand.
4

VALUES OF COCA COLA

Our values serve as a compass for our actions and describe how we behave in the
world.

• Leadership: The courage to shape a better future


• Collaboration: Leverage collective genius
• Integrity: Be real
• Accountability: If it is to be, it is up to me
• Passion: Committed in heart and mind
• Diversity: As inclusive as our brands
• Quality: What we do, we do well

STRATEGIES OF COCA COLA


Global strategy:
With thousands of different products and packaging designs that vary among
regions, a global marketing plan focused on the products themselves would be
challenging to manage. Instead, Coke aims to sell consumers the experience and
lifestyle associated with its brand.
Competitive strategy:
Coca Cola is a leading brand with several sources of competitive advantage. Its
market leading position is owing to its focus on product quality, marketing,
research, and innovation as well as several more factors. Being a leading soda
brand, its only main rival is Pepsi.
Product Strategy:
It might come as a surprise for you to learn that the following range of products are
offered globally by the company: Coca-Cola, Sprite, Fanta, Diet Coke, Coca-Cola
Zero, Coca-Cola Life, Coca-Cola Light, Minute Maid, Dasani, Ciel, Powerade,
Simply Orange, Fresca, Glaceau Vitaminwater, Del Valle, Glaceau Smartwater,
Mello Yello, Fuze, Fuze Tea, Honest Tea, Osewalla, and Powerade Zero.

Market strategy:
Having a marketing strategy uniquely designed for the company has given it a
huge boost at increasing global brand recognition. Like other companies, Coca-
Cola bases its marketing strategy on the well-known marketing mix of the
“4Ps”: Product, Price, Promotion, and Place.
5

What can we learn from Coca-Cola’s marketing strategy is clearly depicted it its
“Happiness Machine” video. To build a successful global brand: make human
connections, remain innovative, and at the same time, stay true to simple
principles. These are all Coca-Cola’s global marketing techniques that have
contributed to the company’s place as an industry leader, even after 125 years

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