PRESENTATION OF

ESSENTIALS OF
MARKETING
MANAGEMENT

Prepared by: SHEERAZ ALI

Presented to: SIR ISMAT HUSSAIN

Coca-Cola is a cola (a type of carbonated soft drink)
sold in stores, restaurants and vending machines.
It is produced by The Coca-Cola Company (United
States).
The Coca-Cola Company offers nearly 400 brands in
over 200 countries or territories, which shows its
recognization.
The Coca-Cola Company (TCCC) only produces
concentrate syrup which is then sold to various
bottlers throughout the world who hold a Coca-Cola
franchise.
 HISTORY OF COCA-COLA
 The first Coca-Cola recipe was
invented in Covington, Georgia, by
John Stith Pemberton, originally as
a cocawine called “Pemberton's
French Wine Coca’ in 1885.

 Coca-Cola was initially sold as a

patent medicine for five cents a
glass at soda fountains.

 The first sales were made at Jacob's

Pharmacy in Atlanta, Georgia, on May 8,
1886, and for the first eight months only nine
drinks were sold each day.
 In 1888, three versions of Coca-Cola (sold by three
separate businesses) were on the market.
 Asa Griggs Candler acquired a stake in Pemberton's
company in 1887 and incorporated it as the Coca
Cola Company in 1888.
 The same year, while suffering from an ongoing
addiction to morphine, Pemberton sold the rights a
second time to four more businessmen: J.C. Mayfield,
A.O. Murphey, C.O. Mullahy and E.H. Bloodworth.
 Meanwhile, Pemberton's alcoholic son Charley
began selling his own version of the product.

 In an attempt to clarify the situation, John Pemberton

declared that the name Coca-Cola belonged to Charley,
but the other two manufacturers could continue to use
the formula.
 In the summer of 1888, Candler sold his beverage
the names “Yum Yum and Koke”. After both failed to
catch on, Candler set out to establish a legal claim to
Coca-Cola in late 1888.
 In order to force his two competitors out of the
business. Candler purchased exclusive rights to the
formula from John Pemberton, Margaret Dozier and
Woolfolk Walker.
 In 1892, Candler incorporated a second company, “The
Coca-Cola Company” (the current corporation).
 Candler began marketing the product by heavy
advertising campaign.
 The drink had reached the status of a national icon for
the USA just in few years.
 Coca-Cola was sold in bottles during the early
decades. Cans of Coke first appeared in 1955.
 Coca-Cola Sold Around the
World

In 1919 Coca-Cola decided it was time to go
global.
 The Coca-Cola Company was ready to sell
‘Coca-Cola’ to the rest of the world. Market
research was undertaken in Central America,
China and South America.
 By the end of the 1920s there were bottlers
throughout the world producing 'Coca-Cola'.
 The Aim Of Serving
From the 1st day of launching till today coca-cola has
been introduced in 27 different varieties:
 Diet Coke (introduced in 1982)
 Diet Coke Caffeine-Free
 Cherry Coke (1985)
 Diet Cherry Coke (1986)
 Coke with Lemon (2001)
 Diet Coke with Lemon (2001)
 Vanilla Coke (2002)
 Diet Vanilla Coke (2002)
 Coca-Cola C2 (2004)
 Coke with Lime (2004)
 Diet Coke with Lime (2004)
 Diet Coke Sweetened with Splenda (2005)
 Coca-Cola Zero (2005)
 Coca-Cola Black Cherry Vanilla (2006)
 Diet Coca-Cola Black Cherry Vanilla (2006)
 Coca-Cola BlāK
 Diet Coke Plus (2007)

Coke 4 Every One

Coca-Cola Statistics
 Coca cola owns more
than ½ of the world’s
beverages.
 Coke is affordable in
all the countries. It
was not out of the
price range for an
afternoon snack.
 Coke comes in a
variety of sizes
worldwide so you can
use it for a crowd or
as a personal snack
 PRODUCT LINE EXTENSION
There are 27 different varieties of coke like:
• Coca-Cola • New Coke (renamed Coke II)
• Coca-Cola Zero • Coca-Cola C2
• Coca-Cola Cherry • Coca-Cola Lime • Coca-Cola Blāk
• Coca-Cola Black Cherry Vanilla • Coca-Cola Citra
• Coca-Cola Light Sango • Coca-Cola Orange
• Diet Coke • Diet Coke Cherry
• Caffeine Free Diet Coke • Diet Coke Citrus Zest
OTHER PRODUCTS OF THE
COMPANY
Sprite Fanta
 In the Olden Days
• Coca-Cola sold
only 25 bottles in
the first year
• Nowadays, they
sell over one
billion bottles per
day
 Funky Facts
• You can put a
penny in Coke and
it will dissolve
• The sales of Coke
in the first year
was $50, and the
expenses were $70
 Coca-Cola Recognition
• Approximately 10,450
Coca-Cola brand
drinks are consumed
around the world each
second of every day
• Coca-Cola is
recognized by 94% of
the world’s population

Enjoy With Coke

 Coke in Space
• In July 1985, Coke
was the first soft drink
to be enjoyed in outer
space on the space
shuttle Challenger
• A special space can
was developed
 PRICING
The prices of Pepsi is almost same as of its competitor
that is Pepsi.

SIZES PRICES
Coca-cola Regular Rs 12
Coca cola 1Ltr Rs 25
Coca Cola 1.5Ltr Rs 40
 STRONG DISTRIBUTION
NETWORK
In general, The Coca-Cola Company
(TCCC) and/or subsidiaries only
produces (or produce) syrup concentrate
which is then sold to various bottlers
throughout the world who hold a Coca
Cola franchise.

Coca-Cola bottlers, who hold territorially exclusive

contracts with the company, produce finished product
then sell, distribute and merchandise the resulting Coca-
Cola product to retail stores, vending machines,
restaurants and food service distributors.
 PROMOTION
 Pepsi cola company has promoted its product by every
means of promotion. Like for example through
electronic media (television, radio, internet), through print
media, through bill boards etc
 The coke have also signed some agreements with
some very strong and expanded retailers.
 These exclusive agreements are signed with
McDonalds and others, So whichever outlet of McDonald
you approach you will only find just Coca- Cola products .

 Coke has continued using product endorsement

by using TV actors/models and cricketers, and
other famous celebrities in order to promote their
products.
 Advertising
 Coke was first
advertised as a
remedy for headaches
and exhaustion
 Coke has been
advertising on
television for 50
years..
 They use catchy
mottos such as:
“Adds a refreshing
relish to every form of
exercise”
The Other Side of
Coke.wmvCoke
Side Of Life
 COMPETITORS

 The biggest competitor of coke is Pepsi.

 Pepsi is often second to Coke in terms of sales , but
outsells in some localities.
 In India, Coca-Cola ranked third behind the leader,
Pepsi-Cola, and local drink Thums Up. However, The
Coca-Cola Company purchased Thums Up in 1993.
As of 2004, Coca-Cola held a 60.9% market-share in
India.
 Charitable Giving
• The Coca-Cola Company and its
bottling partners shipped more than 30
million donated 8-oz. servings to
Hurricane Katrina Evacuees, donated
$10 million to tsunami relief efforts in
Asia and after the September 11
terrorist attacks committed to a $12
million financial contribution to disaster
relief efforts.
 SUGGESTION FOR THE
COMPANY
• As far as personal opinion is concerned I
would recommend that the company
should concentrate on it advertising
efforts b/c coke compete in some
countries by its rival competitor (PEPSI)
just by advertising campaigns.
Thanks !!