Ch. 11- Developing and Managing Products

Coca Cola first began as a simple company that just sold Coke. Although they advertised

heavily their one innovation and everlasting one was Coca Cola. However with new markets on the rise, and more people demanding different things to satisfy their needs, Coke began to make new drinks to satisfy their target market. This is known as product development. Product development is “ a marketing strategy that entails the creation of marketable new products; the process of converting applications for new technologies into marketable products.” This is exactly what Coke did for various drinks. When people began to ask for a citrus flavored drink then they came out with Sprite. When the trend of dieting came along they came up with the new drink known as tab. This was targeted towards women who wanted to lose weight. Although Tab was fairly popular when it came out, however it was still later killed off in its maturity stage. Then later it was adopted into diet coke. When the fans of Coke wanted something with even less sugar than Coke Zero was made. This product development was a

major success for Coca Cola. It still continues in its growth stage today. However not all new products are always good. Some products hit a decline stage in which its sales drop continuously over some time. When the “new” (different formula) Coke was announced, then customers who were loyal to the brand were outraged causing Coke to lose a lot of money and bring back the Coca Cola classic. Developing products for new markets is always important, however sometimes you can't beat the classics.

Ch. 8 - Segmenting and Targeting Markets

Coca Cola is very well known for being one of the largest companies in the soft

drink business. However they also target many other people by giving them a wide variety of products that each group's want. They segment their markets due to different analysis. Coca Cola has created a product line of over 400 different products in it to satisfy the needs of the customers. Geographic segmentation begins with the region of a country or the world. Figuring out how to target to them and what specifically to target. Such as in countries such as mexico and in the continent of south america glass bottles are used rather than plastic, also instead of corn syrup cane sugar is used as the sweetener because it is more available there than it is here. Also Coca Cola uses different languages on their cans , bottle, and glasses, to produce ads in different cultures and countries to appeal to the

people. They also segment the market by demographics. The use of age, gender, income and ethnic background is used to discover their target market. Although Coca Cola is marketed for everyone their still must be different uses for their drinks. Such as Coca Cola zero which has zero calories is target to the people that are trying to live a healthy lifestyle. Also Powerade a drink made for athletes. This all ties in with their lifestyle and how they choose to live. Coca Cola has even made Dasani water which is for people who prefer water over any other drink. This is segmenting the market by psychographics. This is how they've made themselves popular with the world. Because of these different ads for different cultures, and their large product mix they are able to hit many different product markets that are wants of the public. Although till this day original coke is the most popular of all their products.

Ch. 15- Marketing Communications

Marketing Communications is very important to Coca Cola. This is because Coca Cola’s

main way they got so popular was through contact with the consumers. They have used both visual and aural advertisements and promotion in order to sell their product. One of the top ways they began to advertise was through newspaper. Coca Cola was one of the earliest to companies to advertise heavily and they did it through pictures in newspapers. Also magazines have been used by Coca Cola to contact its target market. A very popular one is how they advertise through television. These advertisements and commercials ensure to get people to buy Coke and know exactly what they are trying to sell. Coca Cola is very popular by communicating with its target. They have shown massive success with this many times over the years. During the prohibition era, they released an advertisement in the newspaper stating Coca Cola was the next best thing to liquor. During the 60s and 70s Coca Cola communicated with its target market through the sound of music, this allowed them to move from the wholesome 50s to the era of teens and rock. They have later on used the internet to further advertise Coca Cola through the use of social media such as Facebook, Instagram, Twitter,

Pinterest and even Google+. They mainly have stuck to product advertising and competitive advertising. Their largest rival being Pepsi Cola. Coca Cola is creative with their ads because they always move with the times and always stick to their mission statement. The reason they've also sold so much in the past is because there is Coca Cola everywhere. They have a large push strategy that uses aggressive personal selling to wholesalers and retailers. Their cola is everywhere due to popular demand of people and wholesalers. They have even been the drink of most movie theatres in America.Their Coke freestyle is in most movie theatres and food establishments now. In the beginning they have communicated with their market through newspaper and imagery , and now they own the market and communicate with the world through tv, movies, pictures, and promotions.

 

  

Chapter 10 - Product Concept

Coca Cola has been alive now for over a century. A large percent of the world recognize the Coca Cola name and the taste of the drink. Even after a century, Coca Cola still remains a king on top of all other soft drink companies. With over 3,000 drinks to choose from this company has hit everyone's

taste by producing different flavors. So how have they stayed a giant after all these years? Their product. It's always innovative and able to gain popularity in every generation that come about. One thing about their product is first the shape of the bottle. In the year 1915 Coca Cola had created a glass bottle that no matter who a person is they can always tell the difference between a bottle of coke and any other product. This bottle was even able to be recognized in the dark. It was also patented so that no one can ever steal the unique shape of Coca Cola. Another thing about the bottle is the label. It uses persuasive labeling. It focuses much more on its name than any other information found on the bottle/can. It also is a convenance product. Coca Cola has always been cheap for everyone to buy and everyone to love. When it first started out it was five cents. Over a hundred years

has passed and still it is only $1.00 - $1.50. This is still very economical. To some this has also become a specialty product. If they can't find Coca Cola they will try their hardest for its their favorite drink. Lastly in its product development Coca Cola has created over 3,000 drinks for its product mix. Their product line extension has increasingly grown over the years because they always listen to what the people want. This has developed large product line extension over the years with the creation of Coca Cola, Sprite, Fanta etc. This is how Coca Colas product development has been monumental with making the company the success it is today. 

Ch. 17 - Personal Selling and Sales Management

When it comes to Coke and personal selling, Coca Cola at times sells itself. Coca Cola uses a

customer-centric sales technique that allows them to build their relationships with customers. One way they do this is with advertising. One of their largest campaigns and most popular is “share a coke”. This campaign involves the use of over  1,000 popular names all over the world. This creates a relationship between Coke and people in a certain way that other companies do not relate to their customers. Another way they enhance their interactions with people is through the use of their own website. Coca Cola allows you to interact with their website to learn the origins of your name and also allows you to order a specific bottle of coke. They also allow you to interact with them by contacting them on twitter. Coca Cola is known to answer their clients through social media. When they sell to smaller parties such as 7/11 or deli’s they offer promotions and sales that allow their brand to show much better than any other. Throughout the years Coca Cola has done needs assessments. These are tests that analyze the customer’s specific needs and wants with a different range of options. One way they have fixed the wants of certain people is by giving them over 100 different choices of flavors of water and soft drinks. this fixes the

wide variety base of all the people who drink coca cola instead of pushing them to a different soda brand. These different steps allow Coca Cola to sell personally and to manage their sales throughout the years. They continue to make more than their quota making them Coke a cash cow in the marketing world.

Ch. 16 - Advertising, Public Relations and Sales Promotion

The most infamous advertisement in all of marketing history. "Id like to teach the world to sing" became an instant classic showing the world what Coca Cola really meant. Which meant to bring all sorts of people together no matter where they are from and who they are. The idea came to an adman that was stuck at an airport due to delays. A whole lot of angry passengers were riled up and ready to cause a huge commotion. However, instead they all began to share a coke. The adman noticed that once everyone passed around Coca Cola they all calmed down and everyone seemed to talk to each other and enjoy each others company. Coca Cola literally brought together a group of people. Thus the greatest advertisement in history was  born. This song became so popular it was actually re-recorder by a band which then was sold widely around America as a record.

Ch. 16 - Advertising, Public Relations and Sales Promotion

Coca Cola goes hand in hand with advertising. The reason it is what it is today is because it works so hard on its advertisement to hit certain target markets in order to make sure people know the name and know what the company stands for. They spend about 2.9 billion dollars a year when it comes to just advertising. Although it may seem like a lot of money, it's worth it because of how much they make off of it. It all started out during the 1930’s and prohibition era. One of their first ad campaigns was by stating that Coke was the best alternative to alcohol for those who wanted a good drink. It was an instant success as people felt compelled to buy Coca Cola. One of their next ad campaigns that dominated the marketing of the world was Santa Claus. Although many believe that Coca Cola

turned him to wear red and white, it is not true. However Coca Cola did develop his image and created the big bellied, jolly, bearded old man that we know as Santa Claus. Whenever most people think of Santa they think of christmas and Coke. This ad campaign was extremely popular with families as it created ties with Coca Cola and people. Coca Cola continues to make more advertisements that continue to connect with the times. Once the fad with losing weight and keeping healthy came along they created the diet coke. The diet coke campaign was a major success with the people who wanted to drink healthier and watch their weight. They also sponsor events such as, sporting events, concerts and continue to grow to make sure their ads are all over.  Their “mean joe greene” ad in the 70s was extremely popular showing people that Coke can bring out the soft side even in the most toughest of people.Their newest campaign “open happiness” has been a hit when it comes to connecting with people. They've used different methods of ads to do this. They've given away free coke to college students. Gone around the world to get people to connect with one another so that everyone can open happiness. Which is also part of their mission statement. Coca Cola has become an empire when it comes to advertising. Making sure that we all know who they are and what they stand for. Always changing with the times, their advertisements connect people with people and more importantly people with Coca Cola.