• Discovered in 1887 by consumers, 100 years ago

  • Numerous evolutions --> one of the most renamed and consumed in the world
  • American cafe
  • Evolutions in the :
      - form of the bottle

      - the taste

      - advertising slogans

      - Global Delivery

PLACE

  • In France --> Beginning :
    - 1933- Saint Lazare train station


  • Increasing success
  • Distribute in many countries - Various slogans - one taste - original recipe - sweeten - made from coke
  • Method --> kept in a strong-box
  • Concerning France - 1985 - wanting to create a  real range
--> Coca-cola without caffeine and others recipes

PRODUCT

  • 1990 : The Light Coca-Cola without caféine

  • 1996 : The Cherry Coke

  • 2002 : The light Lemon Coca-Cola

  • 2003 : The Vanilla Coke
  • 2005 : The Light Lime Coca-Cola
  • 2006 : The Light Sango Coca-Cola



PROMOTION

  • Marketing

  • Market study
  • Leadership position

Shape of the bottle

Competition

  • The main competitor  --> Pepsi Cola

  • Almost identical

  • The "contour" bottle --> real work of art and design
  • According to Stephen Bayley, Coca cola --> the most perfect packaging of consumer products in the world


Advertising slogan

  • distance itself with others competitors

  • 1980 --> Coca-Cola found market share
  • Pepsi Cola > Coca-Cola

  • Blind tests --> Coca-Cola > Pepsi  
  • 1985 : the New Coke remplaced classic Coca-Cola

  • Failure


  • Return to the classic coke


  • The youngest slogan from 2008 :
--> show the success of Coca-Cola


PRICE

  • Price can change with the differents kinds of bottle

  • Example of the American soldier

    But today, the price vary

 depending on :


  •  the selected bottle
  •  the desired quantity
  • the type of Coca-Cola

CONCLUSION
  • Opted for an adversiting strategy which aim for a plugging adversiting

  • innovate and adapt
  • Target new consumers --> derivative of the Coca-Cola


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Copy - Coca-Cola

by bibicastellani

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Public - 11/20/16, 4:09 PM