Coca Cola

1
Coca Cola

• Unit Three
• Marketing Aims and Objectives

2
Starter

• You need to make sure you always reference the
  sources you have used
• You need to use the Bibliography Sheet set up for
  you
• If you start this from the beginning it will be
  easier than trying to work it out at the end!

3
Company Background

• Write up a Coca Cola Company Background
• Include information on
• How it was founded and what they stand for
• Their current Corporate Objectives
• What they current produce
• The size of the market and their market share.
• Use the Coca Cola website www.coca-cola.co.uk and
  your own research.
• .

4
Brands

• Take a look at the list below that shows the
  worlds top 10 brands in 2002 (as measured by
  value ( billions))
• 1 Coca-Cola (69.6)2 Microsoft (64.1)3
  IBM (51.2)4 GE (41.3)5 Intel
  (30.9)6 Nokia (30.0)7 Disney
  (29.3)8 McDonalds (26.4)9
  Marlboro (24.2)10 Mercedes (21.0)
• Source Interbrand JP Morgan Chase, 2002
• http//tutor2u.net/business/marketing/brands_intr
  oduction.asp

5
Coca Cola Aim

• To Refresh the World... in body, mind, and
  spirit, to Inspire Moments of Optimism... through
  our brands and our actions and to create Value
  and Make a Difference... everywhere we engage.
• www.coca-cola.co.uk/Mission_Vision_and_Values/

6
Coca Cola Corporate Objectives

• Profit Maximizing return to shareowners while
  being mindful of our overall responsibilities.
• People Being a great place to work where people
  are inspired to be the best they can be.
• Portfolio Bringing to the world a portfolio of
  beverage brands that anticipate and satisfy
  peoples desires and needs.
• Partners Nurturing a winning network of partners
  and building mutual loyalty.
• Planet Being a responsible global citizen that
  makes a difference.
• www.coca-cola.co.uk/Mission_Vision_and_Values/

7
MARKETING OBJECTIVES
The organisations overall goals
8
Your Marketing Objectives

• Marketing Objective One
• To understand our customer needs
• Marketing Objective Two
• To develop a new product
• Marketing Objective Three
• ?
• Marketing Objective Four
• ?

9
Objective write up

• You choose two more objective?
• http//www.cokecorporateresponsibility.co.uk/marke
  tplace/index.html will help you with this process
• For each objective write in to your report how
  they fit with
• the brief you have been given
• Coca Cola Corporate Objectives and current
  activities.