HOLISTIC MARKETING

CONCEPT

PRESENTED BY
JIKKU JOHN

ARUNKUMAR
RAJESH RAJ
KOKILA J
SRUTHI S
BETSY M V
 COMPANY PROFILE
Coca-Cola was found in May 1886 by Dr. John
Pemberton
Coca-Cola was first sold to the public in Atlanta at
Jacob’s Pharmacy
World’s largest beverage company.
Coca cola has got 85% global marketshare.
Operate in more than 170 countries.
Market a portfolio of more than 2000 beverage
products and 1000 non beverage products.


HOLISTIC MARKETING
Holistic marketing concept is based on
development, design and implementation of
marketing programs, processes and
activities that recognizes their breadth and
interdependencies.

Successful companies change marketing with
the changes in their marketplace and market
space.


HOLISTIC MARKETING
CONCEPT
INTERNAL MARKETING
…..“ Internal marketing does not just stop with


a catchy motto. It is the employees that have

to live the brand.”


Includes internal guidance and motivation for

employees in order to serve the customers well.


They had a number of products but started concentrating on a

few of them to build brand names. Eg : coke

Special incentives and winning offers for the
employees who achieve the targets.

IN T E R G R A T E D
M A R K E T IN G
PR O D U C T
Ø3 0 0 0 p ro d u cts a n d 4 5 0 b ra n d s.
Ø e n e rg y d rin ks, ju ice d rin ks, te a , co ffe e , sp o rts
d rin ks, w a te r.
Ø co n sists o f va rio u s b ra n d p a cks a n d fla vo rs.
Øn e w p ro d u cts a n d fla vo rs a re in tro d u ce d a cco rd in g
to cu sto m e r n e e d s.
Ød ie t co ke , m a a za , sp rite , th u m s u p , fa n ta ..

PRICING METHOD
Compétitive pricing method .
Seasonal variations .
Pénétration method – new markets


 PROMOTIONAL ACTIVITIES

Ø Sales promotions.
Ø Advertisment.
Ø Mobile marketing
Ø Online marketing
Ø Public relations
ü soccer club
PLACE
DISTRIBUTION CHANNELS

company

C & F agents

retailers

customers
ADVERTISMENT
Coca Cola is the best
global br and
 RELATIONSHIP MARKETING

“….If you want to crack a nut, you need to

concentrate on force. Conventional
marketing doesn’t do this much,
Relationship marketing does it par
excellence…”

One of the new marketing mantras of coca
cola-

 “…We don’t sell products, we sell

experiences, we hold relationships, we
provide solutions, we allow interactions,
happiness, self-fulfillment, peace and love…”
RELATIONSHIP
MARKETING
 Assures customer satisfaction.

 Routine talks with customers.

 Constant dialogue through mails, brochures etc..

 Coke is moving away from building their own networks and
communities, and is heading towards working where the
people already are.
 Relationships are a critical assets for Coca Cola.



 SOCIAL MARKETING
“… Effect of marketing extends beyond
company and customer to society as
a whole. Customers will increasingly
look for signs of good corporate
citizenship …”
to return to communities and nature the amount of
water equivalent to the usage in beverages and their
production
invested to build the world's largest plastic
bottle-to-bottle recycling plant and to support
recycling
WATER POSITIVE PLANT - Rain water harvesting
potential of plant is 3.17 million cubic meter
community water programs are designed to support
healthy watersheds and sustainable programs to
balance the water used


 "Advertising and Marketing to Children Policy" to include all of

the beverages, so that children under the age of 12 will not
be directly targeted by any of the marketing messages


 Coca Cola Scholar’s Foundation encourages educational

programs for students. programs focus on building
educational infrastructure,school drop-out
prevention,reading and literacy,scholarships etc


 Coca Cola Foundation provides assistance during and after

natural disasters. For eg, in Thailand, partnership with the
Thai Red Cross Society that involves an intensive training
program on first aid and disaster-relief basics, conducted by
the Red Cross.
 CONCLUSION
Holistic approach in Coca Cola is the major reason
for its a success as the largest beverage company.

The marketing strategy of coca cola is working for

them and the products are thus gaining popularity
among youth day by day.
 REFERENCES
www.coca-colaindia .com
www.wpp.com
www.learnmarketing.net
www.dbasemedia. com
www.thecoca-colacompany.com

THANK YOU