코카콜라 마케팅전략(영문)

코카콜라 마케팅전략(영문) 코카콜라 마케팅전략(영문).docx 목차 Contents 1.Introduction 2.History of Coca-Cola 3.Brand Image of Coca-Cola A.Logo / Coloring B.Bottle Design C.Santa Claus D.Polar Bear 4.Global Economic Factors 5.Basic Strategy 6.Marketing Strategy A.Product B.Place C.Price D.Promotion E.Brand Equity F.Sports Marketing 7.Logistics 8.Operations 9.CSR and Ethics 10. Financial Structure 11. Human Resource 12. Bibliography 본문 D.Promotion The company uses the pull marketing to attract the consumers. For example, the company gives the customers gifts such as transportation cards or movie tickets if they buy the product. Also, if a consumer buys one box, you would get one box more during promos. Even though some consumers do not intend to buy the drinks made by Coca-Cola, these customers would be more likely to make a purchase due to Coke’s promos and raffles. E.Branding equity The Coca-Cola Corporation owns a world-renown logo, a patented container, trademarks, and a form of advertising that sets it above many beverages in terms of brand equity. F.Sports marketing Coca-Cola was the first commercial sponsor of the Olympic games, in the 1928 games in Amsterdam, and has been an Olympics sponsor ever since (The Coca-Cola Company, n.d.). Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship between Tunisia and Malaysia in 1997, was called "FIFA— Coca Cola Cup". Since then, Coca - Cola has been an internally and externally official sponsor which means Coca-Cola has a long history of sports marketing relationships. It encourages the players and spectators to participate in sports events and enjoy it. These are good opportunities for the company to upgrade its brand awareness, promote new products, and foster its brand image. It has a synergy effect. So, using the sports game, the Coca-Cola worked with famous soccer player, Wayne Rooney, to access people all over the world. Coca-Cola used the sports marketing. However, having a celebrity to endorse some products also entails high risks. As many people know, the image of Coca-Cola was damaged by Rooneys scandal. Caution is needed for celebrity advertisements. 7.Logistics Coca-Cola has no centralized logistics strategy. Logistics is one of the functions that Coca-Cola leaves into the hands of its bottling partners all over the globe. This means that the means of acquiring raw materials, stocking inventory, and delivering them to distributors differ on a county to country basis. However, some regional examples of Coca-Cola logistics are worth mentioning such as that of Coca-Cola Enterprises, the main seller of Coke in the United States and the largest manufacturer of Coca-Cola products in the world. This company recently integrated SAP application software into its logistics function (Foley, 2004). This new technology makes logistics more efficient and allows the company to gather more information about the status of their products. The same company also has automated warehouses for its products, which allows it to manage its stocks more 본문내용 Santa Claus Polar Bear Global Economic Factors Basic Strategy Marketing Strategy Product Place Price Promotion Brand Equity Sports Marketing Logistics Operations CSR and Ethics Financial Structure Human Resource Bibliography Introduction The Coca-Cola Company is a beverage company, manufacturer, distributor, bottler, and marketer of non-alcoholic beverage concentrates and syrups. The company is b 참고문헌 Bibliography Banker, S. (2010). Coca-Cola and PepsiCo: 20 billion for distribution flexibility. Retrieved October 6, 2010 from http://logisticsviewpoints.com/2010/03/01/coca-cola-and-pepsico-20-billion-for-distribution-flexibility/. Centaur Media PLC.(2007). FKI Logistex system for Coca-Cola. Retrieved October 6, 2010 from http://www.logisticsmanager.com/Articles/7319/FKI+Logistex+system+for+Coca+Cola.html. Coca-Cola to Restructure Its Supply Chain. (2006). Retrieved October 6, 2010 from http://www.supplychainer.com/50226711/coca_cola_to_restructure_its_supply_chain.php. Cordeiro, A., Stynes, T. (2010). Update: Coca-Cola names supply-chain executive to lead integration. RetrievedOctober6,2010 from http://www.foxbusiness.com/story/markets/industries/retail/update-coca-cola-names-supply-chain-executive-lead-integration/. Foley, J. (2004). Coca-Cola plans to refresh supply chain. Retrieved October 6, 2010 from http://www.informationweek.com/news/global-cio/showArticle.jhtml?articleID=17700199. Logistics Today. (2009). Coca-Cola orders hybrid trucks. Retrieved October 6, 2010 from http://logisticstoday.com/operations_strategy/news/coca-cola-hybrid-trucks-0401/. Srivastava, A. (2003). Communities reject Coca-Cola in India. Retrieved October 6, 2010 from http://www.corpwatch.org/article.php?id=7508. The Coca-Cola Company. (2006). 2005 environmental report. Retrieved October 5, 2010 from http://www.thecoca-colacompany.com/citizenship/environmental_report2005.pdf. The Coca-Cola Company. (2010). Active healthy living. Retrived October 5, 2010 from http://www.thecoca-colacompany.com/ourcompany/hal.html. The Coca-Cola Company. (n.d). Coca-Cola and Santa Claus. Retrieved October 6, 2010 from http://www.thecoca-colacompany.com/heritage/cokelore_santa.html. The Coca-Cola Company. (2010). Mission, vision, and values. Retrieved October 5, 2010 from http://www.thecoca-colacompany.com/ourcompany/mission_vision_values.html. The Coca-Cola Company. (2010). New beverage institute website launched. Retrieved October 5, 2010 from http://www.thecoca-colacompany.com/ourcompany/wn20060224_beverage_institute.html. The Coca-Cola Company. (n.d.) Polar bearsadvertising case history. Retrieved October 6, 2010 from http://www.thecoca-colacompany.com/heritage/cokelore_polarbears.html. The Coca-Cola Company. (2010). Questions & answers. Retrieved October 5, 2010 from http://www.thecoca-colacompany.com/ourcompany/hal_yourhealth.html. The Coca-Cola Company (n.d.). The Olympic Games. Retrieved October 5, 2010 from http://www.thecoca-colacompany.com/heritage/olympicgames.html.