Saturday, February 26, 2011

5th chap.- Global marketing

Coca cola is the best global brand on the planet; the company offers its beverages in over 200 countries, serves approximately 1.6 billion servings daily, and employs over 700,000 people around the world. Coca-cola franchises and supplies the concentrate syrup to the owners of the factories around the world. Because coca-cola has factories in so many countries which means they also have employees from all of those countries the company becomes part of a diverse range of cultures and societies, while playing a role and being known in small agricultural communities and also in large urban societies coca-cola aims to bring people together under various slogans such as “Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola”.
Coca-cola sponsors global events; the last FIFA world cup which took place in South Africa was sponsored by coca-cola, regardless of the regular importance of a world cup which a large gathering of nations, the last world cup was the first to ever take place on the continent of Africa, the significance of this for a company is amazing because coca-cola is there when history is being made, during the cup coca-cola along with the musician K’Naan created a remix to one of his songs and they called it the “celebration mix” which was the soundtrack for the tournament and even ranked among the top 10 in many music charts around the world.  Since 1928 coca-cola is also a partner of the Olympic Games and shares the values of the Olympics. Even the last Olympics in china were heavily sponsored by coke. The markets of coca-cola in Asia and especially in China And India which are the largest and most densely populated countries in the world is huge, coca-cola was the first American company to distribute in china after the country opened to foreign companies. Coca-cola works with the Red Cross and their international branch as well, the company continues donating and aiding in disaster response, Coca-cola helps raise public awareness to disasters happening around the world, last year after the earthquake in Haiti coke helped with generous donations and also in campaigns on television.
Although coca-cola provides many of the same brands globally only the top three products are standardized (coke,diet coke, sprite) the rest of their products are meant to suit specific cultures and societies, advertising also has some minor changes among the same brand in different countries, Cola-zero for example is sold as a low calorie drink in the U.S but in Europe it is advertised as a soft drink with no sugar, diet cola as we know it is known as cola light in Spain.  

Friday, February 25, 2011

continuation to chapter 4- target market

As stated previously coca cola targets a very wide market and there are products available for different genders ages and classes, however different products are meant to target  different markets which will potentially be more attracted to specific items, cola-zero is an example of a relatively new product introduced by coke around the globe starting 2004, cola-zero targets mostly males who belong to generation Y,this is because the concept of a soft drink that has less calories appeals to young adult males whom are interested in their appearance and are intimidated by diet cola because it is considered a feminine drink. Coke found the formula of offering a low calorie drink to men and it came in the form of cola-zero.the black and red colors used on the cola zero bottle along with the fact that the product has sponsored countless Nascar races and played a role in advertisements for "quantum of solace" the latest James bond film clearly indicate that men are the main target for the product.

Monday, February 21, 2011

Week 4- Marketing Environment

Coca Cola is a global company that has been active since 1886. Throughout the years the company has witnessed many changes in society and had to adept to changes in pepole's needs, attitudes and different financial situations.
By puting an emphasis on brilliant marketing, Coca Cola created a wide and diverse target audience all over the world.
The company's market is devided in two, the retailers ans the consumers.  For their retail market such as restaurants, convenience stores and hotels, Coca Cola market from the largest compenies such as Walmart to a small super market in a third world country.
For their consumers market the company examines society in four different aspects.
 Demographic Factors-

Age- Coca Cola targets all ages. For youngsters Coke is considers a cool drink that everybody loves. For adults Coke is a classic drink which they grew up drinking, provides a familiar taste from the past.
Income- Coca Cola's products are not introduced to a specific class. Its affordable and inexpensive. Their products are suited to everybody, from a teenager with no income to a rich successful business man.
Ethnicity- People from different cultural backgrounds are aware of Coca Cola's products, and even pair them with their traditional food. For example, from the country I come from, Israel, the most traditional food, Hummus, is very popular to be eaten while drinking Coke.
Location- Where there are people there is Coca Cola. Some might think the saying is exaggeration, however, according to a show i watched on CNBC and other related articles, it is well known that even in the most remote, undeveloped villages anywhere in the seven continents Coca Cola can be found.

Friday, February 11, 2011

Week 3- Ethics and Social Responsibility

Coca Cola goes green
As one of the largest companies in the world Coca Cola feels it has a social and environmental responsibility to lead the way to a greener and more sustainable world.
Coca Cola is the first company to commercialize bottles made from recycled plastic. In North America alone,the company manages 30 recycling centers which have reached 200 million pounds of recycables and aspires to reach over 500 million pounds by the end of the year.
Coca Cola views used packaging materials as valuable resources for future use. As part of the company's efforts to make a change it encorages their customers to recycle.
Currently Coca Cola is working on manufacturing a new eco-friendly bottle that is 100% recycable.

In addition to week 2- Coca Cola "Free Style"

Coca Cola has developed a new soda machine that is being tested in California and Atlanta. This futuristic looking soda fountin provides the abillity to dispense more than 106 different drinks flavors. The machine will let customers choose their drink based on brand, calorie countain or caffeine level. The new product has an easily accessible touch screen which allows us to make our choices. Forget regular and diet, Coca Cola introducing "The ultimate beverage experiance"customers are encouraged to create their own personal mixed drink.

Monday, February 7, 2011

Strategic planning

The Coca Cola company welcomes the addition of Minute Maid Pulpy to its roster of brands that have achieved global retail sales of more than $1 billion.
Minute maid Pulpy marks the first time that a brand of Coca Cola company has reached a great success. As part of Coca Cola's company strategic plan, the brand is poised for further global expansion in 2011.

(inHD) Coke Dragon Super Bowl Commercial XLV Coca Cola 2011

Super bowl 2011

"Coca-Cola never runs out of good commercial. After showing happiness, friendliness, and comradeship last year with the Simpsons, they created a 30-second animated commercial which shows how Coca-Cola stops the war. The fire-breathing dragon turned out to be a “firework-breathing” dragon bringing peace to everyone and not war."

Brief company history

The Coca Cola beverage invented by pharmacist John Stith Pemberton in 1886. The formula and brand was bought in 1889 by Asa Candler who incorporated the Coca Cola company in 1892. In 1916, the company began manufacturing its famous bottle, which remains signature shape of Coca Cola today. In 1928, Robert Woodruff, whom were the company's president at that time, led the expansion of Coca Cola overseas when introduced the Coca Cola to the Olympic games for the first time. In the 1960s the company decided to expand with new flavors- Fanta, Sprite and Fresca, In addition it acquired the Minute Maid company, adding an entirely new line of business juices to the company. The 1980s, a time of much change and innovation at the company. The introduction of  Diet Coke, which become the top law-calorie drint in the world. The company's presence worldwide was growing rapidly and year after year Coca Cola found a home in more and more places in the world.  As for today, Coca Cola has grown to be the world's most ubiquitous brand, with more than 1.4 billion beverage servings sold each day.

Friday, February 4, 2011

Mission statement

Coca Cola's desire is to refresh the world in body, mind and spirit. The company wish to continue built moments of optimism through their brands and actions and also to create value and make a difference. In 1886, Coca Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the company goal is to provide magic every time someone drinks one of its more than 500 brands.

After a long discussion in class i decided to change my company from Macy's to Coca Cola.

Wednesday, February 2, 2011

Brief company history

A major American corporation. As a top company in the retail industry Macy's specialize as a chain of mid-range American department stores with products including clothing, footwear, bedding, furniture, jewelry, beauty products and house wares.

No one would have guessed that the small, fancy dry goods store that opened on the corner of 14th Street and 6th Avenue in New York city in 1858 would grow to be the one of the largest department store in the world. At the age of 36 Mr. Rowland Hussey Macy's determination and ingenuity paid off. He adopted a red star as his symbol of success, dating back to his days as a sailor. First-day sales totaled 11.06$ but by the end of the first full year , sales grossed almost 90,000$. By 1877 R.H Macy & Co had become a full fledged department store occupying the ground space of 11 adjacent buildings.

Macy's is known for several firsts that changed the retail industry. Macy's was the first retailer to promote a women to an executive position, making business history.Macy's was the first to introduce such products as the tea bag, the Idaho baked potato and colored bath towels. Macy's also was the first retailer to hold a New York City liquor license.

In 1922 the company went public and began to open regional stores and take over competing retailers.

The famous Macy's annual Thanksgiving Day parade started as a Christmas parade in 1924 which was organized by Macy's immigrant employees.

During the years of the great depression and world war two, the corporation showed resilience and flexibility. It adapted to the times by implementing innovative retail firsts such as "pay when you can" credit policies.

In its modern era Macy's is continuing to grow and purchase other retail stores. They are staying up to date and are initiating efforts to protect the environment by working with sustainable products and reaching their customers in new ways by launching social media programs. 

Mission statement

"Our goal is to be a retailer with the ability to see opportunity on the horizon and have a clear path for capitalizing on it.To do so, we are moving faster then ever before, employing more technology and concentrating our sources on those elements most important to our customers"