Coca cola first brand positioning patent medicine cure to headaches and fatigues tax imposition in 1898 and coca colas change of category. Product management cocacola exploring a product, product line or product portfolio, in relation to a chosen company and the positioning of the product in relation to market share, value and product lifecycle stage, considering tools and techniques that the company has or should employ to strengthen their market position. The parent product of the company is cocacola drink, which is a flagship product, invested by pharmacist pemberton in columbus. Apr 08, 2020 a product is an item produced or procured by the business to satisfy the needs of the customer. In order to celebrate 70th indonesia independence, this product present 70 popular name in indonesia in the product layout. To expand production capacity and broaden its product portfolio, coca cola invested in a sidel combi to produce and fill both small and largeformat bottles. A company usually sells different types of products. Pdf the strategic positioning of cocacola in their. Cocacola, taste the feeling, and the contour bottle are trademarks of the cocacola company. Accelerate carbonated soft drink growth, led by cocacola. Sold across more than 200 countries, pepsi is a wellrecognized and highly popular brand. Coca cola product line and product mix linkedin slideshare. Cola hbc is one of the worlds largest bottlers of products of the coca. Aug 19, 2019 from the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than 3500 products.
Mar 14, 2020 the width of the product mix is equal to the number of product lines within a company. Its product portfolio consists of roughly more than. In 1889 by asa candler, coca cola was bought, branded, and then became a corporation in. Founded on 1886, we are the main, selling manufacturer, and distributor of the world of the concentrated ones and the syrups without alcohol of the drink, that are used to produce almost. The international empire of coca cola spans more than 200 countries. The parent product of the company is coca cola drink, which is a flagship product, invested by pharmacist pemberton in columbus. Perhaps a snapshot of how the coca cola company approaches this complex but vital subject will provide food for thought to help shape your perspective. Through these product licensing and bottling agreements, cce produces and sells various coca cola trademark. Project report marketing management product strategy of coca cola. Coca cola, or coke, is a carbonated soft drink manufactured by the coca cola company. Pdf assignment on cocacola company ruhul amin and amirul. Project report marketing management product strategy of. Usually, small businesses dont talk about operations management, but they carry out the activities that management schools typically associate. Marketing plan for product line extension of coca cola the company of the base of the company of coca cola is to benefit and to recover each one that reaches.
Cocacola new product through the activity share a coke, cocacola launch new layout with various of popular names. Browse our products and learn more about the ingredients and nutrition facts of our beverages. Because of this, coca cola has come up with long term objectives. The coca cola company offers hundreds of delicious beverages. Accelerate carbonated softdrink growth, led by cocacola. The global beverage giant is the maker of some of the most loved soda brands in the world. Build a management operation, launched the product line of coca cola company. Brand positioning positioning defines where your product stands in relation to others offering similar products and services in the marketplace as well as the mind of the consumer. Lets examine what each level might be for this company. Explore the wide variety of products and beverages that the coca cola company has to offer. Cola, the bestknown and biggestselling soft drink in history. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. The cocacola company has a unique business model that has served it well since the first bottling in 1894.
The link that i referred to for coca cola products is here. All of us in the cocacola family wake up each morning knowing that every single. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. The company has a large product portfolio of sparkling and still beverages. The coca cola company has an opportunity to further expand its product range with.
Coca cola recently launched coca cola life in argentina and chile and the green bottles and cans are due to debut in europe in 2014. The cocacola company is one of the largest manufacturers, distributors and. We are committed to helping you manage your sugar and calorie intake. Coca cola s headquarters are in atlanta, georgia, in america. The cocacola company offers hundreds of delicious beverages. The glass bottles are placed in boxes, while the nonreturnable glass bottles, pet bottles and cans go into various multipacks. Cola company cocacola history began in 1886 when the curiosity of an atlanta pharmacist, dr. We have drinks and beverages for everybody and every occasion. Pet sparkling core 140 cals 12 oz cocacola classic cherry 12 oz diet coke alum. The marketing textbook answer is that product line extensions can recruit new consumers and increase the brands market share. Product line extension of coca cola free essay example by. Company achieves or exceeds all full year guidance. The company also produces and sells other beverages. In terms of growth rates, cofco cocacola beverages ltd.
Thus, product line width is a depiction of the number of product lines which a company has. Founded on 1886, we are the chief, selling maker, and distributer of the universe of the concentrated 1s and the sirups without intoxicant of the drink, that are used to bring forth about. Pdf the strategic positioning of cocacola in their global. Coca cola company tccc and the coca cola export corporation, a subsidiary of tccc. There are many aspects to sustainability in an environmental context, but three common factors are energy, recycling and water. Before this, i would also recommend that you read the original article of product line and product mix. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. We are greatly expanding our product portfolio with new brands and new categories to satisfy a broader range of beverage needs. Originally marketed as a temperance drink and intended as a patent medicine, it was invented in the late 19th century by john stith pemberton and was bought out by businessman asa griggs candler, whose marketing tactics led coca cola to its dominance of the world softdrink market throughout the 20th century.
Multi product line with a combi for coca cola sidel helps the cce group to meet the challenge of starting a second pet bottling line. Muhtar kent is the current ceo and chairman of the company. May 06, 2020 the coca cola company, american corporation founded in 1892 and today engaged primarily in the manufacture and sale of syrup and concentrate for coca cola coke, a sweetened carbonated beverage that is a cultural institution in the united states. Invented by pharmacist john stith pemberton in 1886, coca cola is known for its prize beverage product the coca cola company, 2014. Feb 06, 2017 eductional vedio for the production of coca cola. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. For example, cocacola has been able to tailor its product line to meet the needs of the younger consumer by offering powerade and flavored coke products, such as cherry. Within this analysis, we chose to focus on the cocacola company because. With the presence in more than 200 countries and the daily average servings to 1. Pdf marketing management project on coca cola mian. Here we take the example of coca cola to analyse the product mix and product line of coca cola. The reason for choosing coca cola for this report is that wide range of data is available on the company and competition.
Cocacola life is a reducedcalorie cola sweetened with a blend of sugar and stevia leaf extract. Explore the wide variety of products and beverages that the cocacola company has to offer. Pdf on feb 1, 2019, naama al tunaiji and others published coca cola. Rivaled only by coca cola, pepsi has grown to become a leading soda brand loved by the young generation. It can be easy to see how the five product levels apply to the hotel industry, but what about a company like cocacola. It was only about ten years after the joint venture had been set up in 2000 that the company was already ranked among the topten filling groups in the worldwide cocacola matrix. Currently cocacola is expanding its diet coke range, with a new healthy.
Introduction coca cola is a manufacturer, beverage retailer, and marketer of nonalcoholic beverage concentrates and syrups. Can caffeine free lime cherry cherry zero vanilla zero sprite zero 240 cals 200 200 cals 0 cals 0 cals 140 cals 240 0 cals 0 cals 0 cals 0 0 cals 0 cals vanilla 12 oz can diet coke w splenda also available. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Sep 06, 2018 hence analysing the product mix is important. To help with portion control, the coca company offers smaller package sizes. Cola history page for a complete history of the coca.
The coca cola brand is globally valued and recognized. Cocacola is dealing with this issue by acquiring and branching out to healthier drink options. Pdf strategic marketing plan for cocacola 2016 researchgate. Why a new product line extension, with risks of cannibalisation. Explore the wide variety of products and beverages that the cocacola company.
Sep 19, 2017 selling plan for product line extension of coca cola the company of the base of the company of coca cola is to profit and to retrieve each one that reaches. Thus, taking the above example, if there are 4 product lines within the company, and 10 products within each product line, than the product line width is 4 only. Project report a study on the cocacola company business. Another key factor that has supported coca colas globalization vision is the companys ability to customize the product to meet the needs and wants of individual markets. Five product levels philip kotler marketing training from epm. Product mix and product line understanding product length. It is the actual item which is held for sale in the market. The core benefit of cocacola is to quench a thirst. I heard the coca cola company offers smaller package sizes. Cocacola reports strong growth in fourth quarter and full year 2019. Operations management focuses on carefully managing the processes to produce and distribute products and services.