Ch. 11 - Developing and Managing Products

Coca-Cola is a global recognized drink. The company has grown dramatically in the 125 years, they have been in the industry. They went from having 1 brand to establishing over 400 brands worldwide. They went from starting in 1 city, to being available for purchase in over 200 countries. Coca-Cola understands that in order to increase revenues and profits, it is important to maintain old brands. Also, to create and get behind many new brands.

Ch. 8 - Segmenting and Targeting Markets

Coca Cola is the leading manufacturer and distributor of soft beverages. Cocoa-cola targets all sexes , this isn’t a one gender product. Coca cola targets Ages 15-25 years old and consumers over 40. They target younger children with the kid’s addition packaging: Which is colorful and more appealing to a younger audiences eyes. For the adults they stick to glass packaging and custom bottles. Coca Cola is a recognized brand, people drink it without indecision. 

Ch. 15 - Marketing Communications

Coca-Cola has many forms of marketing communication. Many forms of media are used to promote Coca-Colas brand, in particular their drink. Even in today’s time where the internet seems to supersede anything, newspapers are still Coca-colas main source of communicating their brand with consumers worldwide. Coca-colas commercials are still popular around the globe. They make each commercial suitable for the region and country it is aired in. They believe in communicating to each consumer differently.

Ch.10 - Product Concepts

Brand loyalty for Coca-Cola is beyond sturdy. The only thing that changes about coke once in a while, is their soda can design. For the Christmas holiday you may see snowflakes on cans. They even make cans with polar bears on them, to get the attention for the arctic home initiatives. Consumers can always depend on the traditional taste they know. This makes their product loyalty grown even more and makes consumers appreciate Coca-Cola.

Ch. 17- Personal Selling and Sales Management

The first step in Coca-Colas selling process is when the market developer determines, who their next prospective customers are. These new customers vary from prior customers, new form of retail chains and even their competitors. Once this is figured out, the Market developer comes up with ways to approach these customers. Once all development ideas are approved, they move into the presentation stage. Their sales team come up with ways to spread their promotional message. 

Ch. 16 - Advertising, Public Relations and Sales Promotion

Coca-Cola launched a new advertising campaign called “Share a Coke”. Coca-Cola picked the most common names in the UK and printed them onto bottles. Over 1,000 names were available in stores and over 500,000 names were available for purchase online through their e-store. They believe that advertising names on bottles would give people a more personal relationship with their brand. Coca-Cola knew that giving consumers a chance to make personalized bottles would create special moments.

Ch. 14 - Retailing

Coca-Cola is available in most department stores. You can buy Coca-Cola by the case in a local supermarket or, choose different sizes of the beverage to eat with your food, at a fast food restaurant. You can order Coca-Cola online from places like Amazon and Walmart. Coca-Cola is also available here at BMCC in the vending machines. Coca-Colas goal is for consumers to make them a factor no matter which way they choose to shop.