MARKETING

MANAGEMENTMARKETING ENVIRONMENT

MADE BY:TANNU SHREE

ABSTRACT The Coca-Cola Company is a global

business enterprise and one of two main soft drink sellers. Study of this project helps the reader to know that how Coca Cola has achieved its current market position by keeping in sync with its Marketing Environment.

WHAT IS MARKETING ENVIRONMENT?

The trading forces which operate in a Market place over which a business has no control is a Marketing Environment and hence achieve its end objective of “CUSTOMER SATISFACTION”.

There are two types of marketing environments that may affect any company’s operation, Microenvironment and the Macro environment. The Coca-Cola Company also has its Marketing Environments which affect on its business.

MISSION,VISION AND VALUES OF COCA-COLA

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come.

OUR MISSION.. Our Roadmap starts with our mission, which

is enduring. It declares our purpose as a company and serves as the standard against which we weigh our action.

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

OUR VISION… Our vision serves as the framework for our Roadmap and guides every

aspect of our business by describing what we need to accomplish in order to continue achieving, sustainable, quality growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

VALUES…

Leadership : The courage to shape a better future.

Collaboration : Leverage collective genius

Integrity: Be real.

Accountability: If it is to be, it's up to me

Passion: Committed in heart and mind.

Diversity: As inclusive as our brands

Quality: What we do, we do well.

External Marketing Environment

Micro - Environment

MICRO ENVIRONMENT AFFECTING COCA

COLA Micro Environments are the internal environments

of any company like company itself, marketing intermediaries, suppliers, customers, competitors & Public following are the major micro enviro -nmental factors which are affecting Coca-Cola.

MICRO ENVIRONMENT1 . MARKETING DEPARTMENT The Coca Cola marketing department

develops core strategies for company brands to ensure that all communication is consistent in every market. With this cohesive effort , the Coca-Cola system maximizes its resources for market leadership and profitable growth. The marketing departments are responsible for marketing the products and advertising the products and promoting the products. If all these departments perform their duty firmly then the objectives of The Coca-Cola Company will meet.

COCA COLA TAKES STAKE IN MONSTER…(LATEST ACE THROWN BY COCA COLA)

 According to latest trending news , Coca Cola has agreed to swap some brands and buy a 17% stake in Monster Beverage Corp. for about $2.15 billion, increasing its bet on the rapid growth of the energy-drink market. Under the agreement, the two companies will share marketing, production and distribution.

"It gives them exposure to one of the fastest-growing segments of

carbonated soft drinks globally," said Mr. Dibadj. "The category's growth is clearly slowing in the U.S., but the potential is very strong globally.“

(Source : Forbes)

MICRO ENVIRONMENT2 . MARKETING INTERMEDIARIES

Marketing intermediaries help the company to promote, sell and distribute its goods to the end users. Intermediaries include resellers, distribution firms and marketing agencies.

For example : Recently Coke signed ten years deal with US based company Wendy that it will provide coke to all the fast food chains located in US. Wendy in this case is a big example of intermediary for coke.

MICRO ENVIRONMENT3 . SUPPLIERS

Suppliers always play an important role in any company’s operation. Suppliers provide resources and raw material that company requires to produce the goods and services.

For example : Bottling Partners are a Company-owned entity

namely, Hindustan Coca Cola Beverages Ltd.

MICRO ENVIRONMENT

4 . CUSTOMER Recent survey shows that coke is the only product

in the world with which more than85% of the population is well aware of. All the companies have to keep updated study of their customers and in case of coke the company has always maintained excellent customer retention.

For example, Coke knows through market survey that one million of US population drinks coke with breakfast every day. This is how coke has been favorite drink of customers for centuries.

Coke customers vary massively in terms of age. From kids to youngsters, from youngsters to elders and from elders to older, coke has always captured high customer attention from decades.

MICRO ENVIRONMENT

5. STAKEHOLDERS PANEL Coca Cola’s annual Stakeholder Panel is

particularly insightful, with members of the Panel drawn from NGOs, academia, investors, trade associations, suppliers and other technical experts. The Panel’s scope is to identify emerging risks and opportunities, and to encourage us to demonstrate ever-greater leadership and innovation.

External Marketing Environment

Macro-Environment

MACRO ENVIRONMENT

1 . DEMOGRAPHICS

Coca cola knows its people very well. It offers different flavors & packaging according to its customer’s taste. It offers following sizes & every size is targeting different slots of customers.

SSRB(Standard Size Returnable Bottle) is generally targeted to young children & people going to schools &universities. It is also targeted to the people of lower class.

LRB & PET 1.5(Large Size Returnable Bottle &Plastic Bottle)liters is usually consumed by households &I s one of its economy packs.

Disposable bottles are for the “on the go” people. As they don’t have the time to stand at a spot & drink the whole beverage.

PET 500ml was introduced, on the basis of the analysis, which shows that people nowadays are in a trend to drink two 250ml coke bottles together. As Coca Cola is a company who knows its consumers very well, they introduced the500ml Pet bottle.

Business executives always expect something different for them form an organization, so

Coke CANS were the answer to their expectation from coke.

MACRO ENVIRONMENT2 . ECONOMIC

FACTORS Economic factors do affect a company in

negative & positive manner. Coke is not an exception here, it is affected if there is inflation in the country & as a result coke increases its prices. Pepsi is always waiting to take a competitive edge. The increased price is a high negative effect on coke.

MACRO ENVIRONMENT3 . SOCIAL FACTORS

Coke, a customer oriented company, always take steps for the welfare of its consumers. The recyclable products used in manufacturing coke helps save people’s environment.Coke is also helping the needy & knowledge seeking people with fewer resources by providing them books, scholarships & opportunities to work.

NEWS TRENDS“SUPPORT MY SCHOOL”

(SUPPORTED BY COCA COLA AND NDTV)

The Campaign leveraged Coca-Cola India’s reach in its entirety is focused on communicating the values Coca-Cola India stands for and leverages Coca-Cola’s leadership to solve a pressing social issue of degrading rural and semi-urban schools .

MACRO ENVIRONMENT3 . TECHNOLOGICAL

FACTORS Technology in any field is effecting the

development of that industry at a high rate. Beverage industry is also affected by the technological factors but in a positive manner. The new methods of filling the bottles, the refrigeration methods, the disposable bottles,the PET bottles all made so many changes to the Coke which is one of the giants in the beverage industry. Coke is adopting all the new technologies available. 

MACRO ENVIRONMENT3 . POLITICAL

FACTORS Political factors usually effects company working on the

international level doing imports& exports. Coke usually performs its operations in the local market.

Coke is not usually affected by government regulations & deregulations as no major changes occur in the food laws.

Coke is a very environmental friendly product. From the caps till the labels on the PET bottles, everything is recyclable.

Depreciation of currency generally has no major effects on Coke they really don’t do imports & exports on large scale. They try to be local market oriented, theykeep at least one company owned plant in a country

MACRO ENVIRONMENT3 . NATURAL

FACTORS  Water is vital to both WWF and The Coca-Cola

Company. Beverages are The Coca-Cola Company's business, and water is the main ingredient in every product we make. Safewater also is vital to the sustainability of the communities we serve. WWF's mission is the conservation of nature and the protection of natural resources for people and wildlife. Protecting freshwater ecosystems is a top priority in WWF's work. Now, through a partnership announced on June 5, 2007, we are combining our international strengths and resources to support water conservation throughout the world.

THANK YOU !!