UNIVERSITATEA TRANSILVANIA

FACULTATEA DE TIINE ECONOMICE

MASTER STRATEGII DE MARKETING
ANUL I
PROIECT MARKETING STRATEGIC
Analiza strategiilor e !ar"eting #tilizate e Co$a%Cola &i 'e(si
NUME: Badea Anamaria-Irina
GRUPA: 8181
ANUL )**+%)**, )
CUPRINS CA'- . S$#rt istori$ al /ir!elor Co$a%Cola &i 'e(si-------------------------------------------------0
CA'- ) Analiza 'EST a /ir!elor Co$a%Cola &i 'e(si-----------------------------------------------1 CA'- 0 Analiza
S2OT a /ir!elor Co$a%Cola &i 'e(si---------------------------------------------, CA'- 3 Moel#l 4CG. (entr#
/ir!ele Co$a%Cola &i 'e(si--------------------------------------.* CA'- 5 Analiza strategiilor e !ar"eting
#tilizate e Co$a%Cola &i 'e(si---------------.) 5-. Strategiile e
(ro#s-------------------------------------------------------------------------------.) 5-) Strategiile e
(re6------------------------------------------------------------------------------------.3 5-0 Strategiile e
(ro!o7are-------------------------------------------------------------------------.5 5-3 Strategiile e
istri8#6ie--------------------------------------------------------------------------)* Con$l#zii &i
(ro(#neri----------------------------------------------------------------------------------------------))
4i8liogra/ie---------------------------------------------------------------------------------------------------------------)0 0
CAP. 1 Scurt it!ric a" #irme"!r C!ca-C!"a $i Pe%i Cei !ai !ari (ro#$9tori e
89#t#ri r9$oritoare: e !ai 8ine e #n se$ol; 'e(si Cola &i Co$a%Cola- C!ca-C!"a
'ro#s#l $are a at $el !ai $#nos$#t g#st s%a n9s$#t <n Atlanta: Georgia: la ata e + !ai .++1- Dr-
=o>n St?t> 'e!8erton: #n /ar!a$ist lo$al: a (ro#s $on/or! legenei siro(#l (entr# C!ca-C!"a <ntr%
#n 7as e ara!9 (e #n tre(ie: <n $#rtea in s(atele $asei sale- A #s #n 8or$an $# no#l (ro#s la
/ar!a$ia @=a$o8 sA e (e a$eea&i stra9: #ne a /ost testat: e$larat @eB$elentA &i (#s <n 7Cnzare $#
$in$i $en6i (a>ar#l- Dn !o inten6ionat Esa# <n !o a$$iental: n# se $#noa&te eBa$tF: no#l#i siro( i%a
/ost aa#gat9 a(9 $ar8onatat9 (entr# a (ro#$e o 8a#t#r9 $are a e7enit intr%o at9 @Deli$ioas9 &i
r9$oritoareA: o te!9 $e $ontin#9 s9 se a#9 ast9zi ori#ne se sa7#reaz9 Co$a%Cola- ConsierCn $9
G$ei oi C 7or ar9ta 8ine <n re$la!eA Fran" Ro8inson: (artener#l &i $onta8il#l o$tor#l#i 'e!8erton:
a s#gerat n#!ele &i a s$ris <ntr%#n !o #ni$ !ar$a <nregistrat9 GCo$a%ColaA: $e este a$#! ren#!it9-
'ri!#l an#n6 (#8li$itar (entr# GCo$a%ColaA: a a(9r#t $#rCn <n T>e Atlanta =o#rnal- A$esta in7ita
$et96enii <nseta6i s9 <n$er$e Gno#a &i (o(#lara 89#t#r9 $ar8onatat9A- Dn ti!(#l (ri!#l#i an 7Cnz9rile
a# atins: <n !eie: $i/ra !oest9 e no#9 (or6ii (e zi.- Dr- 'e!8erton n# &i%a at ni$ioat9 sea!a e
(oten6ial#l 89#t#rii (e $are o $rease- Tre(tat: a 7Cn#t (9r6i ale a/a$erii sale i/eri6ilor (arteneri &i
$>iar <nainte e !oartea sa: <n .+++: &i%a 7Cn#t a$6i#nile r9!ase l#i Asa G- Canler- Do!n#l
Canler: #n o! e a/a$eri in Atlanta $# o !are int#i6ie <n !aterie e a/a$eri: a $ontin#at s9 $#!(ere
re(t#ri s#(li!entare &i a o86in#t $ontrol#l <n totalitate al a/a$erii-
. >tt(;HHIII-$o$a%$ola-roH.**J(er$entJ$o"eHl#!eaJ$o$aJ$olaHistoriaJ$o!(anieiH
'Cn9 <n an#l .+,): o!n#l Canler a i!(#lsionat 7Cnzarea e siro( Co$a%Cola: /9$Cn%o s9
s(oreas$9 e a(roa(e ze$e ori- C#rCn #(9 a$easta &i%a li$>iat /ar!a$ia G=a$o8 sA &i &i%a <nre(tat
<ntreaga aten6ie s(re 89#t#ri r9$oritoare- D!(re#n9 $# /ratele s9# =o>n S- Canler: $# Fran" Ro8inson:
/ost#l (artener al l#i =o>n 'e!8erton: &i $# al6i 3
oi aso$ia6i: o!n#l Canler a /or!at <n Georgia o $or(ora6ie $# n#!ele e T>e Co$a%Cola
Co!(an?- Ca(ital#l ini6ial a /ost e .**-***K- Mar$a <nregistrat9 GCo$a%ColaA: /olosit9 (e (ia69 in
an#l .++1: a /ost <nregistrat9 la 4iro#l e In7en6ii al Statelor Unite la ata e 0. ian#arie .+,0
E<nregistrarea a /ost re<noit9 (erioi$F- Dn .+,5: la trei ani #(9 <n/iin6area Co!(aniei Co$a%Cola:
o!n#l Canler a an#n6at <n ra(ort#l s9# an#al $9tre a$6ionari; GCo$a%Cola se 8ea a$#! <n /ie$are
stat &i teritori# in Statele UniteA- Dn Ro!Cnia Co$a%Cola este (ro#s9 &i istri8#it9 e Co$a%Cola
L4C Ro!Cnia SRL- Dn (rezent Co$a%Cola este $ons#!at9 <n toate statele l#!ii-
Pe%i C!"a este o 89#t#r9 r9$oritoare $ar8ogazoas9 $are este (ro#s9 &i <!8#teliat9 e $o!(ania
'e(siCo- 49#t#ra a /ost (ro#s9 (entr# (ri!a at9 <n an#l .+,+ e $9tre /ar!a$ist#l Cale8 4ra>a!
<n NeI 4ern: Carolina e Nor- 'e(si Cola a /ost <nregistrat9 $a !ar$9 $o!er$ial9 (e .1 i#nie .,*0-
A# /ost !ai !#lte 7ariante e 'e(si (ro#se e%a l#ng#l ti!(#l#i: (rintre $are; Diet 'e(si: Cr?stal
'e(si: 'e(si TIist: 'e(si MaB: 'e(si Sa!8a: 'e(si 4l#e: 'e(si Gol: 'e(si Loliaz S(i$e: 'e(si
=azz: 'e(si M E7Cn#t <n Finlana &i 4raziliaF: 'e(si NeBt E7Cn#t <n =a(onia &i Coreea e S#F &i
'e(si I$e C#$#!8er E7Cn#t <n =a(onia <n$e(Cn $# ata e .) i#nie )**NF.- Dn ti!(#l Marii Crize
E$ono!i$e: 'e(si a o8Cnit (o(#laritate #(9 intro#$erea sit$lei e .* #n$ii Ea(roBi!ati7 )+0:3,
gra!eF- VCn#t9 ini6ial $# .* $en6i: 7Cnz9rile era# s$9z#te: ar $Cn (re6#l a /ost re#s la oar 5
$en6i: 7Cnz9rile a# $res$#t 7ertiginos- C# sti$le e .) #n$ii Ea(roB- 03*:)* gra!eF <n lo$ e 1 #n$ii
Ea(roB- .N*:.* gra!eF $Ct a7ea# sti$lele Co$a%Cola: 'e(si a s$>i!8at i/eren6a e (re6: a7Cn &i #n
s(ot (#8li$itar raio/oni$ <n$#raOCn $o!(ararea (re6#rilor- Dn .,01: 'e(si a 7Cn#t 5** !ilioane e
sti$le: iar <n (erioaa .,01%.,0+: 'e(si &i%a #8lat 7enit#rile-
. >tt(;HHro-Ii"i(eia-orgHIi"iH'e(si%Cola
Dn .,15 Donal M- Kenall: (re&eintele &i ire$tor#l eBe$#ti7 al 'e(si%Cola a /onat 'e(siCo: In$-
'ro#sele !aOore ale noii $o!(anii era# 'e(si%Cola Co!(an? P 'e(si%Cola Ea(9r#t <n .+,+F: 'e(si
Diet E.,13F &i Mo#ntain DeI Eintro#s e Ti( Cor(oration <n .,3+F- Dn .,+5 'e(siCo a e7enit $ea
!ai !are $o!(anie in in#stria 5
89#t#rilor r9$oritoare- 'ro#sele 'e(si%Cola s#nt is(oni8ile <n a(roa(e .5* e 69ri &i teritorii in
<ntreaga l#!e- Dn .,+1 'e(siCo a a$>zi6ionat NU' International: iar Mo#ntain DeI e7ine al &aselea
$el !ai 7Cn#t 8ran e 89#t#r9 r9$oritoare- Dn )**0: 'e(siCo a $reat 'e(siCo International-
A/a$erea a #nit toate #nit96ile (ro#$9toare e sna$"s#ri: 89#t#ri &i !Cn$are: a$est e/ort /iin !enit
s9 $on#$9 s(re o $re&tere !ai a$$elerat9 &i s9 <!8#n9t96eas$9 (ro/ita8ilitatea in <ntreaga l#!e- Dn
Ro!Cnia: 'e(si a /ost (ri!a at9 intro#s9 <n .,11 &i $ontin#9 s9 ai89 o 7izi8ilitate a 8ran#l#i
eBtre! e (#terni$9 E@CCn s(#i 'e(si: toata l#!ea <n6elege es(re $e 7or8e&tiAF &i rele7ant9 E@Ori$e
ai /a$e: 8ea 'e(siAF- 1
CAP. & Ana"i'a PEST a #irme"!r C!ca-C!"a $i Pe%i Analiza 'EST $ara$terizeaz9
/ir!a in (#n$t e 7eere al in/l#en6ei !ei#l#i (oliti$: e$ono!i$: so$ial &i te>nologi$- &.1 Mediu"
%!"itic AtCt Co$a%Cola $Ct &i 'e(si s#nt s#(#se legisla6iei in Ro!Cnia: 6inCn $ont e /a(t#l $a
a!8ele a# o a$o(erire la ni7el na6ional: a# a$ela&i o!eni# e a$ti7itate &i s#nt e i!ensi#ni
a(ro(iate- De$iziile e !ar"eting &i: <n general: a$ti7itatea $o!er$ial9 s#nt (#terni$ a/e$tate e
!ei#l (oliti$- R9z8oaiele: $on/li$tele intre (artie sa# $a!(aniile e alegeri lo$ale sa# na6ionale
(ot a#$e s$>i!89ri i!(ortante (e (ia69 &i: i!(li$it: <n e$iziile e !ar"eting- 'ro!#lgarea sa#
a8rogarea #nor legi: e$rete: oronan6e &i >ot9rCri (ot generea o(ort#nit96i sa# $onstrCngeri (entr#
/ir!9: (entr# /#rnizorii s9i sa# (entr# $lien6ii s9i- Dn strCns9 leg9t#r9 $# !ei#l (oliti$: legisla6ia
ro!Cneas$9 a $#nos$#t s$>i!89ri !aOore #(9 .,+,- 'arla!ent#l a 7otat Constit#6ia &i o serie e alte
legi !enite s9 (#n9 8azele re/or!ei <n Ro!Cnia: (rin (ro!o7area (l#ralis!#l#i /or!elor e
(ro(rietate &i a/ir!area (ro(riet96ii (ri7ate- Dn $ontin#are s#nt (rezentate $ele !ai i!(ortante a$te
nor!ati7e e regle!entare a taBelor &i i!(ozitelor legate e a$ti7itatea e$ono!i$9: a$ti7itate
e/e$t#at9 atCt e (ersoane O#rii$e $Ct &i e (ersoane /izi$e;
Lege nr- 3.3 in )1 i#nie )**) (ri7in i!(ozit#l (e (ro/it- '#8li$at <n MO: 'artea I nr- 351 in )N
i#nie )**)Q
Lege nr- 035 in . i#nie )**) (ri7in taBa (e 7aloarea a9#gat9- '#8li$at <n MO: 'artea I nr- 0N.
in . i#nie )**);
Oronan6a nr- N in ., i#lie )**. (ri7in i!(ozit#l (e 7enit- '#8li$at <n MO: 'artea I nr- 305 in
0 a#g#st )**.-
N
&.& Mediu" ec!n!mic Mei#l e$ono!i$ in/l#en6eaz9 (rin ni7el#l 7enit#rilor (o(#la6iei: ai$9
(#terea e $#!(9rare- Ini$ele (re6#rilor e $ons#! in/l#en6eaz9 $ererea e 8#n#ri- E7ol#6ia 7ie6ii
e$ono!i$e se reg9se&te <n (#terea e $#!(9rare &i <n !o#l e $>elt#ire a 7enit#rilor-
Dn an#l )**5 /a69 e an#l )**3 s%a <nregistrat o $re&tere $# no#9 (#n$te (ro$ent#ale a ini$el#i
(re6#rilor: $are a aO#ns la .*,R- Ini$ele (re6#rilor (entr# (ro#sele neali!entare a $res$#t $#
..-0R: iar (entr# ser7i$ii a $res$#t $# .*-5R.-
. >tt(;HHIII-insse-roH$!sH/ilesH(/HroH$a(.*-(/
) >tt(;HHIII-insse-roH$!sH/ilesH(/HroH$a(3-(/
Venit#rile totale ale (rin$i(alelor $ategorii e gos(o9rii a# /ost: <n an#l )**5: e 5*N-,1
leiHl#n9H(ersoan9 (entr# salaria6i: e )++-15 leiHl#n9H(ersoan9 (entr# agri$#ltori: )5)-)0
leiHl#n9H(ersoan9 (entr# &o!eri &i 035-N5 leiHl#n9H(ersoan9 (entr# (ensionari- Meia 7enit#rilor: <n
an#l )**5: a /ost e 0+3-.* leiHl#n9H(ersoan9: in $are total#l $>elt#ielilor a /ost e 03N-+5
leiHl#n9H(ersoan9: e$i (o(#la6ia e$ono!ise&te /oarte (#6in: 01-)5 leiHl#n9H(ersoan9: a(roBi!ati7
,-3R in total#l 7enit#rilor)- 49r8a6ii a# a7#t #n $C&tig salarial no!inal net: <n an#l )**5: !ai !are
e$Ct $el al /e!eilor $# .03 e lei: 89r8a6ii $C&tigCn l#nar N+* leiH(ersoan9: iar /e!eile 131
leiH(ersoan9- A$e&ti ini$atori (ot in/l#en6a <ntr%o !9s#r9 /oarte !are a$ti7itatea $elor o#9 /ir!e
analizate; $# $Ct 7enit#rile s#nt !ai !ari &i rata &o!aO#l#i !ai !i$9: $# atCt 7Cnz9rile (ot /i !ai !ari-
&.( Mediu" !cia" AtCt Co$a%Cola $Ct &i 'e(si (arti$i(9 la /oarte !#lte $a!(anii e res(onsa8ilizare
so$ial9- De eBe!(l#: Co$a%Cola s%a i!(li$at <n $a!(ania so$ial9 GS9 (9str9! a(ele $#rateSA: a
<n$#raOat onarea e sCnge: et$-: iar 'e(si s%a i!(li$at <n $a!(anii (re$#! GNo#9 ne (as9A sa# <n
$a!(anii e res(onsa8ilizare so$ial9 /a69 e !ei#- 'e lCng9 $a!(aniile e res(onsa8ilizare so$ial9:
/ir!ele Co$a%Cola &i 'e(si organizeaz9 /oarte !#lte $on$erte: e7eni!ente so$io%$#lt#rale- +
&.) Mediu" te*n!"!+ic Te>nologia este #na in /or6ele $# $el !ai !are i!(a$t as#(ra (ie6ei &i
(oliti$ilor e !ar"eting (e ter!en !ei# &i l#ng- CreCn te>nologii &i (ro#se noi: !ei#l
te>nologi$ (ro(#ne n#!eroase o(ort#nit96i &i a!enin69ri (e (ia69- Mar"eting#l tre8#ie s9 sesizeze &i
s9 eB(loateze $onse$in6ele a(ari6iei #nor te>nologii noi- 'ri!a /a8ri$9 e <!8#teliat Co$a%Cola a /ost
es$>is9 <n C>attanoga <n .+,, &i a o#a <n Atlanta: <n an#l #r!9tor- Dn #r!9torii )* e ani: n#!9r#l
e /a8ri$i a $res$#t e la o#9 la (este .***- Oat9 $# ez7oltarea a/a$erii: realizarea #n#i
e$>i(a!ent e <!8#teliat e !are 7itez9 &i a #nor !iOloa$e e trans(ort tot !ai e/i$iente a# (er!is
<!8#teliatorilor s9 ser7eas$9 !ai !#l6i $lien6i: $# #n n#!9r !ai !are e (ro#se- Dn .,*+: 'e(si%
Cola se n#!9ra (rintre (ri!ele $o!(anii $are%&i !oernizeaz9 li7rarea: tre$Cn e la 7e>i$#lele trase
e $ai la $ele !otorizate- Tot at#n$i: n#!9r#l $o!(aniilor $are e6in #n $ontra$t e a <!8#telia &i
7ine 'e(si aO#nge la )5* &i s#nt (rezente (e teritori#l a )3 e state- Dn Ro!Cnia 'e(si Cola este
<!8#teliat9 e $o!(ania T#arant A!roU 4e7erages TA4- De ase!enea: !ei#l te>nologi$ in$l#e
&i logisti$a /ir!elor- A!8ele /ir!e a# atCt #n siste! (ro(ri# e istri8#6ie $Ct &i $ola8or9ri $# /ir!e
s(e$ializate- VCnzarea se /a$e (rin !arile !agazine: !agazine e $artier: 8ar#ri: (#8%#ri: et$- 'e(si &i
Co$a%Cola a# <n$>eiat $ontra$te e (arteneriat $# /ir!e e ali!enta6ie (#8li$9 #ne n# se 7Cn e$Ct
!9r$ile /ir!ei res(e$ti7e: e eBe!(l# 'anini $o!er$ializeaz9 (ro#sele 'e(si- Dn $on$l#zie: ni$i #na
in /ir!e n# are (#n$te (ro(rii e i/#zare; !agazine #ne n# se 7Cn e$Ct 89#t#ri r9$oritoare 'e(si
sa# Co$a%Cola- Dn $ar#l !ei#l#i te>nologi$ (#te! in$l#e &i a#to!atele $are a# $on#s la
$re&terea 7Cnz9rilor &i la #&#rarea istri8#6iei: ast/el (ro#sele aO#ng !ai #&or la $ons#!atori- ,
CAP. ( Ana"i'a S,OT a #irme"!r C!ca-C!"a $i Pe%i Analiza S2OT ES%streng>ts:
2%Iea"nesses: O%o((ort#nities: T%t>reatsF se re/er9 la analiza (#n$telor tari: sla8e: o$aziilor
/a7ora8ile &i a a!enin69rilor in $ar#l #nei /ir!e- O$aziile /a7ora8ile &i a!enin69rile s#nt a$ela&i
atCt (entr# Co$a%Cola $Ct &i (entr# 'e(si: <ns9 (#n$tele tari &i (#n$tele sla8e s#nt i/erite-
Amenin-area $ea !ai (#terni$9: <n (rezent: este re(rezentat9 e $riza e$ono!i$9 $are se !ani/est9 &i
<n Ro!Cnia- A$east9 a!enin6are (oate a/e$ta a$ti7itatea /ir!elor in (#n$t e 7eere al 7Cnz9rilor:
$are se (rognozeaz9 $9 7or s$9ea <n #r!9toarele l#nii: ast/el /ir!ele s#nt ne7oite s9 $reas$9
(re6#rile (entr# a%&i (#tea a$o(eri $>elt#ielile- O alt9 a!enin6are este intrarea Ro!Cniei <n Uni#nea
E#ro(ean9: es$>izCn#%se grani6ele se /a$iliteaz9 intrarea $on$#ren6ilor (e (ia6a ro!Cneas$9-
S$>i!8area stil#l#i e 7ia69 (oate /i o a!enin6are in (#n$t e 7eere al orient9rii (o(#la6iei $9tre
(ro#se Gs9n9toaseA- O%!rtunit.-i"e <n a$est !o!ent s#nt est#l e (#6ine atorit9 $rizei /inan$iare
&i e$ono!i$e: tot#&i Co$a%Cola &i 'e(si (ot (ro/ita e (e #r!a a$estei $rize a$>izi6ionCn /ir!ele
!i$i $are s#nt <n (rag#l /ali!ent#l#i: ez7oltCn ast/el a$ti7itatea e (ro#$6ie &i istri8#6ie
eBistent9: toate a$estea la #n (re6 s$9z#t- Puncte tari (entr# Co$a%Cola; /iin (ri!a 89#t#r9 e a$est
ti(: Co$a%Cola are e $C&tigat eore$e $ons#!atorii s#nt tenta6i s9 $rea9 $9 Geste &i !ai 8#n a$9
este (ri!#lA- Res#rsele /inan$iare re(rezint9 #n (#n$t tare (entr# ambele $o!(anii: e ase!enea
(rin 8#getele (ro!o6ionale /oarte !ari se ore&te o i/eren6iere $lar9 <ntre $ele o#9 8ran%#ri- Un
(#n$t tare (entr# Co$a%Cola <n e/a7oarea 'e(si este o/erirea #nei ga!e !ai 7ariate e (ro#se;
Co$a%Cola o/er9 an#!ite sorti!ente e $a/ea &i enerigizant 4#rn: o/er9 trei ti(#ri e a(9 !ineral9:
iar 'e(si n#!ai #n#l- 'rintre (uncte"e "a/e se n#!9r9 i!aginea tot !ai (roast9 (e $are o a#
89#t#rile $# #n $on6in#t !are e za>9r &i $a/ein9- A!8ele /ir!e ar tre8#i s9 g9seas$9 sol#6ii (entr# a
s$>i!8a a$east9 i!agine negati79: $are (oate $on#$e la o (osi8il9 s$9ere a 7Cnz9rilor- .*
CAP. ) M!de"u" BCG1 %entru #irme"e C!ca-C!"a $i Pe%i Matri$ea 4CG analizeaz9
(orto/oli#l e (ro#se al #nei /ir!e <n /#n$6ie e rit!#l e $re&tere al (ie6ei &i e $ota relati79 e
(ia69- Dn an#l )**5 Co$a%Cola e6inea a(roa(e O#!9tate in (ia6a 89#t#rilor r9$oritoare: a7Cn o $ota
e (ia69 e 30:.R: $o!(arati7 $# 'e(si $are e6inea n#!ai 0.:NR- Gra#ic nr. 1 Analiza 4CG.
(entr# (ro#sele /ir!elor Co$a%Cola &i 'e(si
C!(arati7 $# 'e(si: Co$a%Cola are !ai !#lte (ro#se <n $ategoria GVa$i (entr# !#lsA: /a(t $are
$on#$e la 7enit#ri !ai !ari (entr# Co$a%Cola &i (osi8ilitatea !en6inerii (e (ia69 a (ro#selor $are
n# genereaz9 la /el e !#lt $as>%/loI- Dn $eea $e (ri7e&te GDile!eleA atCt Co$a%Cola $Ct &i 'e(si a#
#n n#!9r egal e (ro#se: r9!Cne <ns9 e 79z#t $are intre ele 7or rezista: trans/or!Cn#%se <n
GVa$i (entr# !#lsA- Dn #r!a (ro#$erii e $9tre 'e(si a 89#t#rii r9$oritoare Mo#ntain DeI: (ozi6ia
S(rite (e (ia69 a ..
a7#t e s#/erit: e a$eea a$esta este o ile!9- Dar a(ari6ia Mo#ntain DeI n# a a/e$tat oar
$on$#ren6a: $i &i (ro(riile (ro#se: NU(- Ca &i <n $az#l NU(: Co$a%Cola Lig>t a (ier#t teren <n /a6a
no#l#i a(9r#t Co$a%Cola Vero- A(a !ineral9 (ro#s9 e Co$a%Cola este !#lt !ai 8ine $otat9 e$Ct
Ro#a M#n6ilor: a(9 (ro#s9 e 'e(si- Dn #lti!ii ani 'e(si a ren#n6at la (ro!o7area intens9 a 8ran%
#l#i Mirina: a$est l#$r# #$Cn la trans/or!area sa <ntr%o (iatr9 e !oar9- .)
CAP. 0 Ana"i'a trate+ii"!r de mar1etin+ uti"i'ate de C!ca-C!"a $i Pe%i 0.1
Strate+ii"e de %r!du 'oliti$a e (ro#s re(rezint9 $o!(onenta $ea !ai i!(ortant9 a !iB%#l#i e
!ar"eting- A$east9 (oliti$9 are la 8az9 $on6in#t#l (ro#s#l#i &i se $on$retizeaz9 (rin /or!#larea #nor
o8ie$ti7e &i strategii $are 7izeaz9 (ro#s#l <n ansa!8l# &i <n $ar#l $o!(onentelor sale str#$t#rale-
'ro#sele e 8az9 o/erite e Co$a%Cola &i 'e(si s#nt re(rezentate e 89#t#rile r9$oritoare
$o!er$ializate- AtCt Co$a%Cola $Ct &i 'e(si a$o(er9 o ga!9 larg9 e ne7oi: e la 89#t#ri
$ar8ogazoase la s#$#ri nat#rale &i $eai#ri- Co$a%Cola (ro#$e #r!9toarele !9r$i; Co$a%Cola: Fanta:
S(rite: S$>Ie((es: Ca((? Te!(o &i Ca((? Ne$tar: Nestea: Dorna: Dorna Iz7or#l Al8: 'oiana Negri
&i 4#rn- 'e(si (ro#$e; 'e(si: Mirina: Mo#ntain DeI: NU(: 'rigat: Li(ton: Gatorae &i Ro#a
M#n6ilor- Co!(aniile Co$a%Cola &i 'e(si <&i <!8#n9t96es$ $ontin## (ro$es#l e /a8ri$a6ie (entr# a
satis/a$e $Ct !ai 8ine ne7oile $ons#!atorilor- Design%#l sti$lei: a!8alaO#l s#nt e ase!enea /oarte
i!(ortante <n $ar#l (ro$es#l#i e 7Cnzare- Co$a%Cola &i 'e(si s$>i!89 esign%#l a!8alaO#l#i $#
o$azia /ie$9rei s9r89tori; e Cr9$i#n eti$>eta are #n esign s(e$i/i$ s9r89torilor e iarn9: et$-
Calitatea (ro#selor Co$a%Cola &i 'e(si este s#(erioar9 $elorlalte 89#t#ri e a$est gen- Dn Ro!Cnia
se !ai istri8#ie A!eri$an Cola: Aria &i alte (ro#se $# o $alitate !#lt !ai s$9z#t9- Co$a%Cola
<n$ear$9 s9 atrag9 $lien6i (rin no#l (ro#s Co$a%Cola Vero $are n# $on6ine za>9r: e$i este !ai (#6in
no$i7- 'entr# a e7ita $o(ierea !9r$ii &i a a!8alaO#l#i: <n an#l .,.1 <!8#teliatorii Co$a%Cola a#
a(ro8at sti$la #ni$9: s(e$i/i$9: (roie$tat9 e Root Glass Co!(an? o/ Terre La#te: Iniana- Dn an#l
.,NN /or!a sti$lei $ont#r a /ost <nregistrat9 $a !ar$9 la 4iro#l e In7esti6ii al Statelor Unite: in a$el
!o!ent ra!CnCn nes$>i!8at9- De ase!eneea: Co$a%Cola &i Co"e s#nt !9r$i <nregistrate- 'e(si &i%a
s$>i!8at e !#lte ori logo%#l sa# /or!a sti$lei e%a l#ng#l a$ti7it96ii sale: ar <n (rezent a$estea s#nt
!9r$i <nregistrate- .0
Co$a%Cola &i 'e(si <n$ear$9 s9 a$o(ere $Ct !ai 8ine ne7oile $lien6ilor: e a$eea alo$9 8#gete
i!(resionante a$iti7it96ii e $er$etare- D&i eBtin linia e (ro#se (rin a$>izi6ionarea e s$oiet96ii e
ali!enta6ie (#8li$9- S$ot (e (ia69 noi (ro#se !enite s9 satis/a$9 <nto$!ai ne7oile $lien6ilor &i s9 le
<!8#n9t96eas$9 i!aginea <n rCn#l a$estora- A!8ele /ir!e a# (ro#se (e tot (ar$#rs#l $i$l#l#i e
7ia69; Co$a%Cola &i 'e(si se a/l9 <n /aza e !at#ritate: Gatorae &i Co$a%Cola Vero s#nt <n /aza e
$re&tere- Gra#ic nr. & Ci$l#l e 7ia69 al (ro#selor (entr# Co$a%Cola &i 'e(si .3
0.& Strate+ii"e de %re- Dn $ar#l !iB%#l#i e !ar"eting: (re6#l se (arti$#larizeaz9 (rintr%#n $ara$ter
eose8it e $o!(leB eter!inat e !o#l s(e$i/i$ <n $are re/le$t9 ra(ort#l $erere%o/ert9: rela6iile $#
(ro#s#l: rol#l (ro!o6ional: (er$e(6ia sa e $9tre $lien6i- AtCt Co$a%Cola $Ct &i 'e(si <&i istri8#ie
(ro#sele (rin agen6i $o!er$iali: e$i strategiile e (re6 #tilizate n# s#nt ire$t $ontrolate e a$estea-
Dn !o!ent#l intr9rii (e o (ia69 $# #n (ro#s no# Co$a%Cola ao(t9 #n (re6 egal sa# $>iar !ai !i$
e$Ct $el al (ro#selor eBistente- CCn a intrat $# Co$a%Cola Vero <n Ro!Cnia (re6#l a /ost #n#l e
(enetrare: !ai s$9z#t e$Ct al $elorlalte (ro#se Co$a%Cola: ar <n s$#rt ti!( (re6#l Co$a%Cola Vero
le%a e(9&it (e $elelalte- 'e(si a ao(tat (re6#ri !ai s$9z#te e$Ct Co$a%Cola; 'e(si la ):5 l se 7ine
$# .* P )* e 8ani !ai ie/tin e$Ct Co$a Cola la ):5 l- A!8ele /ir!e #tilizeaz9 (re6#rile (si>ologi$e:
!aOoritatea 89#t#rilor r9$oritoare se $o!er$ializeaz9 $# (re6#ri ter!inate <n $i/ra ,- 're6#rile
(ro!o6ionale s#nt /re$7ent /olosite e Co$a%Cola &i 'e(si: a$estea a7Cn $a!(anii (ro!o6ionale $#
i7erse o$azii sa# s9r89tori legale ECr9$i#n: 'a&te: et$-F- Dn general: se organizeaz9 $a!(anii e
gen#l; la ) sti$le e Co$a%Cola $#!(9rate (ri!e&ti #na e a(9 !ineral9 $ao# sa# la ) sti$le e 'e(si
$#!(9rate (ri!e&ti o sti$l9 e Mo#ntain DeI $ao#- inCn $ont e /a(t#l $9 (ro#sele Co$a%Cola
&i 'e(si se 7Cn (rin agen6i $o!er$iali: a$e&tia ao(t9 strategia (re6#rilor aa(tate la lo$#l e
7Cnzare; #n s#$ 'e(si sa# #n#l Co$a%Cola se 7ine !ai s$#!( <ntr%#n $l#8 e$Ct <ntr%#n
s#(er!ar"et- Dn $on$l#zie strategia e (re6 ao(tat9 e(ine e agent#l e$ono!i$ $are
$o!er$ializeaz9 89#t#rile r9$oritoare- .5
0.( Strate+ii"e de %r!m!2are 0.(.1 Strate+ii de %r!m!2are a"e /rand-u"ui Pe%i Dn an#l .+,0 ia
/iin69 89#t#ra $ar8ogazoas9 G4ra s Drin"A- Cin$i ani !ai tarzi#: la )+ a#g#st .+,+: Cale8 se
gCne&te s9 reen#!eas$9 89#t#ra sa: trans/or!Cn%o <n 'e(si%Cola- Dn .,*,: are lo$ (ri!a i!(li$are
a #nei $ele8rit96i <n $a!(ania e (ro!o7are a 8ran#l#i 'e(si- 4arne? Ol/iel: /ai!os (ilot e
$#rse: a(are <ntr%o !a$>et9 (#8li$itar9 $# te!a GDeli$ioas9 &i s9n9toas9A: te!9 $e a7ea s9 #reze
(Cn9 <n .,)*: $Cn slogan#l 'e(si 7a e7eni G4ea 'e(si: 89#t#ra $are te satis/a$eSA- 'e(si este
in7entatoarea (ro!o79rii (rin $ele8rit96i: l#$r# (e $are <l /a$e <n$e(Cn in .,))- De%a l#ng#l
ti!(#l#i: 'e(si s%a 8#$#rat e s(riOin#l #nor $Cnt9re6i $a Lionel Ri$>ie &i Tina T#rner &i a$tori
(re$#! Mi$>ael =- FoB- Dn an#l .,0,: 'e(si ao(t9 o strategie agresi79: e$ie s9 7Cn9 sti$la e .)
#n$ii la a$ela&i (re6 la $are Co$a%Cola 7inea sti$la e 1 #n$ii- A (ro!o7at a$est l#$r# (rin
(ersonaOele #nei 8enzi ani!ate G'e(siW'eteA: s#8 slogan#l @De o#9 ori !ai !#lt (entr# a$ela&i
(re6SA Dn .,3* 8ran#l a /9$#t istorie $Cn (ri!#l Oingle e (#8li$itate a /ost i/#zat la ni7el na6ional-
=ingle%#l era @Ni$"el Ni$"elA: o re$la!9 (entr# 'e(si Cola $are se re/erea la (re6#l 'e(si- CCnte$#l
@Ni$"el Ni$"elA a e7enit #n >it &i a /ost <nregistrat <n 55 e li!8i- G'e(si%Cola >its t>e s(ot TIel7e
/#ll o#n$es t>at s a lot TIi$e as !#$> /or a ni$"el: too 'e(si%Cola is t>e rin" /or ?o#-A La <n$e(#t#l
r9z8oi#l#i 'e(si s$>i!89 $#lorile siglei in !aro <n al8: ro&# &i al8astr#-
Dn .,5.: (re&eintele 'e(si e7ine Al/re Steel: $are s$>i!89 ieea $a!(aniei e (ro!o7are: (#nCn
a$$ent#l (e eB(erien6a o/erit9 e 'e(si: !ai egra89 e$Ct (e .1
a7antaO#l e nat#r9 e$ono!i$9- Ast/el: 7e$>i#l slogan GDe o#9 ori !ai !#ltA e7ine GMai !#lt9
energie <ntr%o #n$ieA- 'ri!#l slogan 'e(si Lig>t a /ost; GR9$ore&te%te #&orSA P T>e Lig>t
Re/res>!ent- Dn )**) 8ran#l 'e(si a orit s9 ez7olte o alt9 i!agine- 4e?on$e KnoIles s%a al9t#rat
/a!iliei 'e(si &i a realizat o#9 re$la!e noi (entr# T7: raio &i re$la!e (e internet- De la na&terea
'e(si: $# !ai !#lt e #n se$ol <nainte: $o!(ania si%a (9strat re(#ta6ia (entr# re$la!ele ino7atoare &i
$reati7e- De la /ai!oasa re$la!a @Ni$"el: Ni$"elA in .,0, la e/e$tele 7iz#ale s(e$ta$#loase in
seriile @Glaiator#lA: 'e(si a /ost !ere# sinoni!#l $reati7it96ii a7angariste- 0.(.& Strate+ii de
%r!m!2are a"e /rand-u"ui C!ca-C!"a 'rintre (ri!ele a$ti7it96i e !ar"eting realizate e
(ro#$9torii Co$a%Cola a# /ost <nregistrarea n#!el#i &i a !9r$ii Co$a%Cola- ConsierCn $9 X$ei oi
C 7or arata 8ine <n re$la!eX Fran" Ro8inson a s#gerat n#!ele &i a s$ris $# a$est s$ris #ni$ !ar$a
<nregistrat9 XCo$a%ColaX: $e este a$#! ren#!it9- 'ri!#l an#n6 (#8li$itar (entr# XCo$a%ColaX: a
a(9r#t $#rCn <n T>e Atlanta =o#rnal- A$esta in7ita $et96enii inseta6i s9 <n$er$e Gno#a &i (o(#lara
89#t#r9 $ar8onatat9A- 'e $o(ertinele !agazinelor a# a(9r#t 8annere (i$tate e !Cn9 $# s#gestia
GCons#!a6iA: $e era aa#gat9 (entr# a in/or!a tre$9torii $9 no#a 8a#t#r9 era r9$oritoare- D#(9 $e
Co$a%Cola a /ost a$>izi6ionat9 e o!n#l Canler s%a in7estit /oarte !#lt <n o!eni#l !ar"eting%
#l#i: istri8#in !ii e $#(oane (entr# o sti$l9 e Co$a%Cola grat#it9- A (ro!o7at $ontin##
(ro#s#l: istri8#in s#7enir#ri: $alenare: e7antaie: $eas#ri: #rne &i !#lte altele: toate $# !ar$a
<nregistrat9 Co$a%Cola- Do!n#l 2oor#// Ea/a$erist#l $are a $#!(9rat a$6i#nile Canler <n an#l
.,.,F a ini6iat o $a!(anie en#!it9 G49#t#r9 e CalitateA: /olosin #n (ersonal /or!at in oa!eni
$# <nalt9 $ali/i$are: (entr# a <n$#raOa &i aO#ta lo$#rile #ne Co$a%Cola se 7inea la (a>ar <n 7Cnzarea
&i ser7irea $ore$t9 a 89#t#rii: la sti$l9- C# aO#tor#l <!8#teliatorilor e /r#nte: $on#$erea $o!(aniei a
sta8ilit stanare e $alitate (entr# /ie$are /az9 a o(era6iei e <!8#teliere- 2oor#// a 79z#t #n
(oten6ial #ria& (entr# a/a$erea $# sti$le e Co$a%Cola a&a $9 s#(ort#l: $onstCn <n (#8li$itate &i
!ar"eting a /ost s(orit s#8stan6ial- .N
Co!(ania Co$a%Cola a /ost (ri!a $are a intro#s ino7a6ia $arton#l#i $# &ase sti$le Co$a%Cola <n
(ri!ii ani ai e$eni#l#i al treilea: (er!i6Cn ast/el $ons#!ator#l#i s9 trans(orte !ai #&or Co$a%Cola
a$as9- C#tia si!(l9 e $arton $# &ase sti$le: es$ris9 $a G#n a!8alaO (entr# $as9: #n !aner $a o
in7ita6ieA: a e7enit #n#l intre $ele !ai (#terni$e instr#!ente e $o!er$ializare ale in#striei e
89#t#ri r9$oritoare- Dn .,),: $arton#l#i i s%a al9t#rat #n alt (rogres re7ol#6ionar: r9$itor#l e !etal $#
$a(a$: $are a /9$#t (osi8il9 ser7irea 89#t#rilor Co$a%Cola re$e $a g>ea6a la lo$#rile e 7Cnzare $#
a!9n#nt#l- R9$itor#l a /ost a(oi <!8#n9t96it $# re/rigerare !e$ani$9 &i a$6ionare a#to!at9 $#
aO#tor#l !oneelor- Dn /el#l a$esta /a8ri$ile: 8iro#rile &i !#lte alte instit#6ii a# e7enit lo$#ri e
es/a$ere (entr# 89#t#rile r9$oritoare- La /el $a &i sti$la $ont#r: <n .,), a /ost aa(tat #n (a>ar
stanar s(e$ial (entr# ozatoare: $are a aO#tat $a!(ania (#8li$itar9 Co$a%Cola- EB(ansi#nea
interna6ional9 a /ir!ei Co$a%Cola a <n$e(#t <n .,** $Cn C>arles LoIar Canler: /i#l $el !are al
/onator#l#i $o!(aniei: a l#at $# el #n 8or$an e siro( <ntr%o 7a$an69 <n Anglia- A #r!at o $o!an9
!oest9 la Atlanta: e $in$i galoane e siro(- Dn a$ela&i an: Co$a%Cola a aO#ns <n C#8a &i '#erto
Ri$o- Dn (ri!ii ani ai se$ol#l#i tre$#t s%a# $onstr#it /a8ri$i e <!8#teliat Co$a%Cola <n C#8a: 'ana!a:
'#erto Ri$o: Fili(ine &i G#a!- Dn .,)* a <n$e(#t <!8#telierea <ntr%o /a8ri$9 in Fran6a: (ri!#l
<!8#teliator e Co$a%Cola e (e $ontinent#l e#ro(ean- Co!(ania a ini6iat o rela6ie e (arteneriat $#
=o$#rile Oli!(i$e: rela6ie $are tre$ea in$olo e grani6ele $#lt#rale- Co$a%Cola &i =o$#rile Oli!(i$e
&i%a# <n$e(#t aso$ierea <n 7ara an#l#i .,)+: at#n$i $Cn #n 7as a!eri$an a sosit <n A!stera!
trans(ortCn e$>i(a oli!(i$9 a Statelor Unite &i .*** e na7ete e Co$a%Cola- 'atr#ze$i e !ii e
s(e$tatori $are a# #!(l#t staion#l a# asistat la o#9 (re!ieri; a(rinerea (entr# (ri!a oar9 a
/l9$9rii oli!(i$e &i (ri!a 7Cnzare e Co$a%Cola la o oli!(ia9- D!8ra$a6i <n >aine &i &e($i
ins$ri(6ionate $# !ar$a Co$a%Cola: 7Cnz9torii a# satis/9$#t setea /anilor-
'Cn9 la O#!9tatea e$eni#l#i al &aselea: l#!ea Co$a%Cola era e/init9 e sti$la $ont#r sa# e (a>arele
<n /or!9 e $lo(ot (entr# ozatoare- Oat9 $e $ons#!atorii a# <n$e(#t s9 $ear9 7arietate: $o!(ania a
r9s(#ns $# a!8alaOe noi: te>nologie no#9 &i (ro#se noi- Dn .,55: $o!(ania a intro#s sti$lele e
.*:.) &i )1 #n$ii E+ #n$iiYa(roB- )3* !lF e /or!at ae$7at $ons#!#l#i #nei /a!ilii: sti$le $are a#
a7#t #n s#$$es i!eiat- .+
C#tiile e !etal: realizate (entr# (ri!a oar9 (entr# /or6ele ar!ate e (este o$ean: s%a# g9sit (e (ia69
in .,1*- A(oi #(9 ani e $er$et9ri <n o!eni#l sti$lelor e (lasti$ (entr# 89#t#ri r9$oritoare:
$o!(ania a intro#s <n an#l .,NN a!8alaOele 'ET la i!ensi#nea e oi litri- Co!(ania a intro#s
e ase!enea &i noi 89#t#ri r9$oritoare (entr# a satis/a$e #n s(e$tr# tot !ai larg e g#st#ri- Nas$#t9 <n
.,1* <n Ger!ania: /a!ilia e 89#t#ri r9$oritoare Fanta a e7enit $el e%al treilea sorti!ent in l#!e
$a $i/r9 e 7Cnz9ri- S(rite: o 89#t#r9 (e 8az9 e s#$ e l9!Cie: a #r!at <n an#l .,1.- De%a l#ng#l
anilor: !eloii: 7ers#ri &i slogan#ri a# i!(ri!at rit!#l $a!(aniilor (#8li$itare Co$a%Cola- Un#l
intre $ele !ai ren#!ite slogan#ri (#8li$itare: GT>e 'a#se T>at Re/res>esA a a(9r#t (entr# (ri!a
oar9 <n T>e Sat#ra? E7ening 'ost <n an#l .,),- El a /ost s#s6in#t e XIt s T>e Re/res>ing T>ing To
DoX <n .,01 &i XGlo8al Lig> SignX- Anii G5* a# (ro#s XSign O/ Goo TasteX: X4e Reall?
Re/res>eX &i XGo 4etter Re/res>eX- A# #r!at !#lte alte slogan#ri !e!ora8ile in$l#si7 GT>ings Go
4etter 2it> Co"eA <n .,10- @It s T>e Real T>ingA: /olosit (entr# (ri!a oar9 <n .,3) a /ost rea#s <n
.,1, (entr# a s#s6ine #n no# !o e $o!er$ializare (entr# Co$a%Cola $e a a7#t #n s#$$es
re!ar$a8il- Il#stra6ii s#gesti7e: realizate e $9tre arti&ti re$#nos$#6i a(9rea# <n an#n6#ri (#8li$itare
(line e $#loare: $are G(roie$ta#A i!aginea (ro#s#l#i <n re7iste i!(ortante- G'ortreteleA (o(#lare
ale l#i Mo& Cr9$i#n realizate e $#nos$#t#l artist Laon S#n8lo!: $are a# <n$e(#t <n anii G0*: a#
$ontin#at $a an#n6#ri (#8li$itare e s9r89toare <n a o#a (arte a anilor G5* &i <n (ri!ii ani ai
e$eni#l#i al &a(telea- Dn$e(Cn $# O#!9tatea e$eni#l#i al treilea: raio#l a /ost $el !ai i!(ortant
!iOlo$ e $o!#ni$are (entr# Co$a%Cola- Dn anii G1* (o(#larele 7ers#ri GT>ings Go 4etter 2it>
Co"eA a# e7enit #n >it al s(ot#rilor (#8li$itare raio: /olosin#%se gr#(#ri e s#$$es $a T>e
S#(re!es: T>e Fo#r Seasons: =an An Dean &i T>e Moo? 4l#es-
Re$la!ele $o!(aniei s%a# s$>i!8at o at9 $# l#!ea: aresCn#%se #nor noi gr#(#ri e $ons#!atori
(rin inter!ei#l #nor noi !eii e $o!#ni$are: <n !o s(e$ial al tele7izi#nii- Dn .,5*: e
GT>an"sgi7ing Da?A EVi#a Re$#no&tin6eiF: Egar 4ergen &i (rieten#l l#i: C>arlie M$Cart>? a#
a(9r#t <n $ar#l (ri!#l#i s>oI li7e al re6elei e tele7izi#ne $e a /ost s(onsorizat e $o!(ania Co$a%
Cola- O at9 $# e7ol#6ia a$est#i .,
!ei# e $o!#ni$are e la s(onsorizarea (rogra!elor la re$la!e $o!er$iale $are a(9rea# <n ti!(#l
i/eritelor s>oI%#ri: !#lte $ele8rit96i a# /9$#t re$la!9 (entr# Co$a%Cola- 'rintre $#nos$#6ii
ani!atori $are a# a(9r#t <n ti!(#l re$la!elor $o!er$iale Co$a%Cola e la tele7izi#ne &i raio <n anii
G1* a# /ost s#rorile M$G#ire: Aret>a Fran"lin &i Neil Dia!on- Dn e$#rs#l anilor: !o#l e a /a$e
re$la!9 (entr# Co$a%Cola s%a s$>i!8at <n !#lte (ri7in6e: ar !esaO#l: $a &i !ar$a <nregistrat9: a#
ra!as a$elea&i- )*
0.) Strate+ii"e de ditri/u-ie Siste!#l Co$a%Cola este /or!at in Co!(ania Co$a%Cola &i
<!8#teliatorii s9i- Fie$are $o!(onent9 aa#g9 7aloare (ro$es#l#i &i $ontri8#ie la s#$$es#l s9#-
F#rnizorii $ontri8#ie $# !ateriale $#! s#nt ingreientele: a!8alaOele &i !iOloa$ele e trans(ort-
Co!(ania Co$a%Cola: realizeaz9 $on$entrat#l e 89#t#ri r9$oritoare: /or!#leaz9 stanare e
$alitate &i !ar"eting-
D!8#teliator#l (ro#$e &i istri8#ie (ro#sele-
Clien6ii o/er9 a$$es#l la $ons#!atori-
Cons#!atorii <&i !ani/est9 orin6a e a $#!(9ra (ro#s#l: al9t#ri e a(re$ieri (ri7in gra#l <n
$are (ro#sele satis/a$ sa# n# ne7oile lor.-
. >tt(;HHIII-8estOo8s-roHlo$#ri%e%!#n$a%/#n$tionar%(ar$%a#to%$raio7aH)...)1H.
Co$a%Cola are 5 /a8ri$i <n Oraea: Ti!i&oara: Dorna: Ia&i &i 'loie&ti- De la a$este /a8ri$i (ro#s#l
aO#nge <n e(ozite: e #ne este istri8#it 7Cnz9torilor $# a!9n#nt#l- ).
Strate+ia de ditri/u-ie a c!m%aniei Pe%i 3n R!m4nia 'e(si are oar ) /a8ri$i <n Ro!Cnia:
$o!(arati7 $# Co$a%Cola $are are 5- i (#n$tele e istri8#6ie s#nt !ai (#6ine e$Ct ale (rin$i(al#l#i
$on$#rent- Siste!#l e istri8#6ie este ase!9n9tor $# $el al Co$a%Cola; e la (#n$t#l e /a8ri$a6ie
(ro#sele aO#ng <n $entrele e istri8#6ie #(9 $are s#nt $o!er$ializate agen6ilor e$ono!i$i: $are la
rCn#l lor 7Cn (ro#sele $ons#!atorilor /inali sa# $lien6ilor- Se #tilizeaz9 #n $anal e istri8#6ie
inire$t: l#ng &i /oarte l#ng;
Gra/i$ nr- 0 Canalele e istri8#6ie #tilizate e 'e(si &i e Co$a%Cola ))
C!nc"u'ii $i %r!%uneri Dn #r!a analizei realizate se (oate s(#ne $9 8ran%#l Co$a%Cola
este (e (ri!#l lo$ in (#n$t e 7eere al 7Cnz9rilor: al i!aginii e6in#te <n rCn#l $ons#!atorilor:
et$- C# toate a$estea (ozi6ia Co$a%Cola este (#terni$ a!enin6at9 e 'e(si: $are (rin $a!(aniile e
!ar"eting es/9&#rate <n$ear$9 s9 e7in9 lier (e (ia6a 89#t#rilor r9$oritoare $ar8ogazoase- 'e(si se
areseaz9: <n (rin$i(al: tinerilor: (ro!o7Cn s(irit#l tCn9r: istra$6ia- UtilizCn i!aginea star#rilor
(entr# a%&i (ro!o7a (ro#sele: 'e(si <n$ear$9 s9 atrag9 $Ct !ai !#l6i tineri: <n s$>i!8 Co$a%Cola se
areseaz9 $ons#!atorilor $# $on$e(6ii $lasi$e: !ai $onser7atori: (oate &i atorit9 /a(t#l#i $9 este
(ri!a 89#t#r9 r9$oritoare e a$est ti(- Co$a%Cola a /olosit a$ela&i logo &i a$eia&i sti$l9 <n$9 in .,.1:
'e(si <n s$>i!8 a ao(tat s$>i!8area: 7arietatea- A!8ele (ro#se re(rezint9 #n 8ran la ni7el
na6ional &i interna6ional: a$ti7itatea e !ar"eting es/9&#rat9 e a$e&tia /iin /oarte $o!(leB9- )0
Bi/"i!+ra#ie
.- >tt(;HHIII-$o$a%$ola-roH.**J(er$entJ$o"eHl#!eaJ$o$aJ$olaHistoriaJ$o!(anieiH
)- >tt(;HHIII-8estOo8s-roHlo$#ri%e%!#n$a%/#n$tionar%(ar$%a#to%$raio7aH)...)1H.
0- >tt(;HHIII-insse-roH$!sH/ilesH(/HroH$a(.*-(/
3- >tt(;HHIII-insse-roH$!sH/ilesH(/HroH$a(3-(/
5- >tt(;HHro-Ii"i(eia-orgHIi"iH'e(si%Cola