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Coca Cola

Phase 2:
3) The marketing functions: advertising magazines + TV
Distribution the coca trucks mainly…details in phase 3

Phase 3:
1)the company has specific strategies for the brand ex: “how to achieve customer happiness” + “how to be positive” & their creativity that led them to the global strategy which is the coke side of life. Upon this they’ve built different strategies upon the msg they want to deliver  deliver customer satisfaction.
2)coca cola overdelivers
The CBL research: it’s a consumer research that is done after each campaign they make, they make focus campaign after each product campaign to know the loyalty of the brand & the brand equity & whether they like it or love it
Ex: sprite unpredictable, teenagers
Fantamales & females, playful & joyful
3)BCG read book
4) Marketing process STP
a- Coca cola classic
Sage , gender
T10 years & above, males & females
P”the coke side of life”
b- coca cola light
S age, gender
T15 & above, females(package)
Pless sugar, full taste with the best shape
c- coca cola zero
Sage, gender
T17 & above, males(package), athletes
P zero calories with best taste
d- sprite
Sage, gender
T7& above, females & males
Pobey your thirst
e- sprite light
S age, gender
T7& above, females & males
Pobey your thirst while feeling light
f- fanta
Sage, gender
Tteenagers, females & males
Pplayful & joyful
g- Burn
Sage, income
T17-45, energetic, sportive, tired working people, income(moderate people)
Pgive you the power to keep it going
h-play
Sage
T15-30, energetic, sportive
P get more energy & feel always young
i-Dasani
Sage, income
T all ages, moderate income
Pquenches thirst naturally & deliciously
4) Marketing environment
1- Micro
a)competitorspepsi(major), redbull(minor)
b)Marketing intermediaries
above the line & below the line
..above the line: promo7, starcom, elahram contract based
..below the line: below the line agencies “wrecks”, pr/event...