THE Coca-Cola company

1、03031304刘卓刘卓03031313黄标黄标03031325王钦王钦03031336陈振亚陈振亚lAbout the companylThe marketing strategylAmounts of the year 2000,2003 and 2002lFinancial informationlConclusionlQuestion timelThe Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in 1886, The Company is the worlds leadin

2、g manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. The companys corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. lJust as many of todays successful companies start

3、ed with a cool idea in a garage, Coca-Cola began as a cool drink at a soda fountain. But that was more than a century ago. Todays Coca-Cola Company is one of the most successful global companies of all time. Through the worlds largest distribution system, consumers in more than 200 countries enjoy t

4、he Companys beverages at a rate exceeding 1 billion servings each day. lOne of our greatest strengths One of our greatest strengths lies in our ability to conduct lies in our ability to conduct business on a global scale, while business on a global scale, while maintaining a local, community-maintai

5、ning a local, community-focused approach. We build our focused approach. We build our company by building company by building relationships - with the relationships - with the consumer, with our customers consumer, with our customers and bottlers, and with the and bottlers, and with the communities

6、we munities we serve. lAlong with Coca-Cola, recognized as the worlds best-known brand, the Company markets four of the worlds top five soft drink brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks

7、, teas, coffees and sports drinks. In all, The Coca-Cola Company sells and markets nearly 400 brands globally. lThe Coca-Cola Company is an Equal Opportunity Employer that values the diversity of its employees, customers, and consumers.Marketing Strategy of Coca-ColaCoca-Cola has been a complex part

8、 of American culture for over a century. The products image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Colas great

9、est strengths. Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment Why is Coca-Cola so successful? One of the most important factors is its excellent marketing strategies.3A and 3P Strategies of Coca-ColaSince a long t

10、ime ago, the Coca-Cola company always pursue its 3A and 3P strategies to win its big market quotient. 3A refers to:1. Affordability : It means the retail price of coca-cola should be suitable, make sure all consumers can afford it.2. Availability: It means that make sure the consumers can buy it whe

11、n they want to buy.3. Acceptability: It means that try to make consumers like and accept coca-cola products, and make them feel happy to buy and drink this beverage.3P Strategies refer to:1. Price to Value : It means the consumers are not only can afford to buy coca-cola, but also can get benefits o

12、ver their gives from coca-cola products. 2. Pervasiveness: It means that make sure the consumers can buy coca-cola products at everywhere at anytime. You can see Coca-Cola in the any corner.3. Preference: It means that try to make the consumers not only like and accept coca-cola products, but also b

13、e partial to the coca-cola brands. Make sure Coca-Cola is their first choice.PROMOTION AND ADVERTISINGPROMOTION AND ADVERTISINGlFor additional financial information about our operating segments and geographic areas, Notes the consolidated financial statements of this report, incorporated herein by reference.lThe company manufactures and sells beverage concentrate