Ch. 12-Services and Nonprofit Organization Marketing

Nonprofit organization is an organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment

Coca-cola foundation a non-profit organization was created in 1984. The Coca-Cola Foundation partners with nonprofit organizations worldwide that address community needs and priorities in a meaningful way. The Foundation supports programs that focus on one of the following four categories:

• Water Stewardship promotes access to clean water and sanitation, watershed protection in water-stressed regions, utilization of water, and water conservation.
• Healthy and Active Lifestyles supports physical activity and nutritional education programs, programs that motivate behavior modification, and programs that encourage lifestyle/behavioral changes.
• Community Recycling addresses litter abatement efforts, recovery and reuse, community recycling awareness, and research and innovation.
• Education focuses on scholarships, school drop-out prevention, access to education programs, and other education initiatives.

Ch. 11- Developing and Managing Products

Many companies attempt to introduce new products to sustain growth and profits.
a company first forms a new product strategy by outlining the characteristics and roles of the future product. Ansoffs matrix is a useful way for understanding a company's product range. this compare developing new products in new markets.

COCA-COLA DEVELOPING PRODUCTS STEPS

1.  Market penetration: Selling more of the same types of the same products to the same type of people.
2. Product development: Building existing relationships with consumers and on creative ability to develop new products suited to consumer wants.
3. Market Development: Developing an existing product to cater for emerging markets.
4. Diversification: Developing new products for new markets.

Coca-Cola Market Development

Ch. 8 - Segmenting and Targeting Markets

A market is a organization or people with needs or wants and the ability and willingness to buy. within in the market is a market segment which is a subgroup of people or organization sharing more than one characteristic that cause them to have similar product needs. within in the market segment is market segmentation which is the process of dividing a market into meaningful, similar, identifiable segments or groups. When Segmenting a market many factors come in play. for example like geographic factors and demographic factors. geographic factors relate to regions country of the world ,market size  and climate. demographic factors relate to age, gender, income, ethnic background and family life cycle.



Coca-Cola is sold all over the world so there is no specific Geographic segmentation. One thing is the flavor of Coca-cola differs in different countries. For Demographic Segmentation Coca-cola does not really have a specified target. Coca-cola Is targeted to nearly all ages, gender, income and ethnic background.
Coca-Cola Positions its product as refreshing in thirst quenching. The product has been said to bring joy. the product is linked with having good time with friends and family and enjoying life.  its also been marketed as a high quality drink.

Ch. 15- Marketing Communications

 Media is one of the most effective Advertisement used in marketing a product or service. There are three types of media mentioned in this chapter. Paid media, Earned Media, and owned media. Paid Media is a promotional tactic based on traditional advertising model whereby a brand pays for media space. Earned Media is a promotional tactic based on a public relations or publicity model that gets customers talking about products or services. Owned Media a promotional tactic based on brands becoming publishers of their own content in order to maximize the brands value to customers. Coca-cola uses a mix of all three. Cola-cola use paid media when posting banners all around the country or sponsored ads in movie theatre's or even in movies. Coca-cola uses owned media when posting on their social media websites such as twitter, Facebook, or their original coca-cola sites. this is used to create publicity for the product and to get people to talk about it. Social media can also be a part of earned media. 

Ch. 10 - Product Concepts

Coca-cola is one of the biggest drinks manufacturing company in the world for over 150 years. The company developed many products besides coca-cola. Product Mix is all the products that a company sells. Coca-Cola happens to sell a variety of products ranging from soft drinks, tea, water, energy drinks, and juice. There Are Many products with in the product line. A product line is a group of closely related product items. Coca-Cola offer thousands of drinks across the world

Ch. 17 - Personal Selling and Sales Management

Relationship selling is a sales practice that involves building, maintaining, and enhancing interaction with customers in order to develop long-term satisfaction through mutually beneficial partnership. Although Coca-cola does not sell directly to the consumers it does have a method in which the company keeps in touch with consumers.this is called identifying the customer relationships. Coca-Cola uses the knowledge management process. the process is learned information from customers is centralized and shared in order to enhance the relationship between the company and consumer. Coca-cola use social media to directly answer questions or problem concerning the product. 

Ch. 16 - Advertising, Public Relations and Sales Promotion

Advertising is promoting a product to the public through paid announcements. companies spends lots of money to promote their product or services.There are many types and ways of advertisements. For example advertising appeal happens to be one. Advertising appeal identifies a reason a person should buy a product. The Common forms of appeal is Profit, Health, Fear, Admiration, Convenience, Fun and Pleasure, Vanity and Egotism, and Environmental Consciousness. Part 2 of advertising is is executing the message that is being advertised. execution style consist of slice-of-life, Lifestyle, Spokesperson, fantasy, humorous, mood or image, musical and more. My Company uses many different types of advertising appeal but the most frequently used for appeal is admiration, fun and pleasure. coca-cola commercial catches attention using celebrities to promote their product. the execution style that is mainly used is slice of life, musical, mood or image. coca-cola depicts real life situation in slice of life for example like sitting on the train drinking a coca-cola or walking down the street or even sitting down with a group of friends enjoying a coke. coca-cola commercials in the 1970's used musicians to promote world peace using people of different races and background in the commercial singing a peaceful song. the media types used are television, internet, radio.

Ch. 14 - Marketing Channels and Retailing

        Marketing channel is a pathway of how products, communication of a product reaches a consumer. This is the process of the product reaching the seller from the manufacturer  then to the consumer. The sellers in other words retailers are firms in the channel that sells directly to consumers. A product can take many routes before reaching a consumer, For example, Coca-Cola company uses direct channel and retail channel to connect with consumers. Direct channel is when a consumer can buy the product directly from the producer whereas, Retail channel the consumer will have to buy the product from the retailer store. Coca-Cola's many retailers would be grocery stores, supermarkets, restaurants, stadiums, fast food restaurants. These are places where the product goes to before directly reaching the consumer. The retail store named get deliveries from coca-cola almost everyday. This Eases the process

Ch. 6 - Consumer Decision Making

CH. 5- DEVELOPING A GLOBAL VISION

     When developing a global vision, a company is acknowledge

the opportunities int the global market. a company must be aware of the threats that is faced from foreign competitors. Coca-Cola Company happens to be using a global target marketing which target markets internationally. Coca-cola is sold in over 200 countries in the world whether its manufactured there or not. Cuba And North Korea however happens to not import or export coca-cola due to the US Trade Embargo which prohibits change between the two countries.

Coca-cola in Burma, Pre Embargo

Places Where Coca-Cola is sold

Ch. 4 - The Marketing Environment

Many Companies are creating departments and product lines to target multicultural segment effectively. Coca-cola demands are from all different market type, ranging from hispanics, asian , and african-americans. coca-cola company is marketed in many countries that these ethnic groups resides. Coca-cola have companies that are located in China, Africa, Mexico and more. this makes it easier for the company when immigrants come to america and see a familiar brand that is usually bought back in their hometown.

Coca-cola in Africa

Coca-cola in japan

Ch. 18- Social Media and Marketing

businesses experiment onto social media to see a potential investment. The hope is that new customers. One of the most powerful ways to use social media is as a brand-building tool. There is nothing like social media when it comes to building a customer base. A few of the many trending social media right now is Facebook, google+, Twitter, Bing, Spotify, Tumblr. These websites creates many ways for company to grow and see what is going on in the marketplace at the time and also interaction with potential customers and current customers. When your followers become part of your company, you gain instant access to them. That means you can find out what challenges they are facing and what they like and don’t like about your offerings. You can enter into an ongoing dialog that can be more resourceful. Many people don’t realize that social media can be a leading way of success . When you share blog posts, videos and other content from your website, you give your audience a reason to click through and visit your site. Once there, you have the opportunity to inspire those visitors to take action by inviting them to explore their website. Not only does social media bring customers it also lets you get a view of your competitors customers ratings and reviews.

These are some of the social media that is used by big and small businesses use including Coca Cola.

Coca-Cola use twitter amongst many other social media to advertise and market the company’s goals upcoming product.  twitter is used more frequently to interact with current customers to gain feedback about their current products. They have spokesperson that represents them on social media websites who answers questions they have that ultimately gains trust with consumer.

Coca-Cola Social Media

Coca-Cola social media

Ch. 2 - Strategic Planning for Competitive Advantage

STRATEGIC PLANNING

Diversification is one strategic methods from Ansoff’s strategic opportunity matrix that is used by coca-cola. Ansoff’s matrix is one of many methods for developing alternatives which matches products with markets. Diversification strategy increases sales while introducing new products into new markets. Coca-cola is originally known for its famous soda Coca-Cola and coke. Over the years, the company has extended into other beverages, for example sprite, Fanta, Dasani, Fresca, TaB, Powerade, and VitaminWater. If you’re going for a more healthy drink Coca-Cola also offers simply orange, minute maid, Odwalla, Fuze, Honest Tea and Zico. That’s some of the advantages Coca-Cola has over other companies. They have different target market from the variety of drinks they offer, making them successful over the decades. A competitive advantage coca-cola has over many other company is, they sell their product in over 200+ countries.