Introduction to Marketing

“Marketing is to produce what the market needs and not to sell what we can produce”
Historic
 1886, Jonh Perbenton, a pharmacist, invented this drink
 1889, Asa Griggs Candler bough Coca-Cola formula and brand
 1892, The Coca-Cola Company incorporated
 1916, the famous contour bottle is manufactured
 1928 , the company sponsored Olympic games (Amsterdam Olympics)
 1950, Fanta introduction
 1961, Sprite introduction
 1990s, associations with FIFA World Cup football, the Rugby World Cup and
the NBA
 1993, introduction of the popular "Always Coca-Cola" advertising campaign
 Nowadays, more than 1.4 billion beverage sold each day
PEST analysis
Political
 Consumer rights
 Union negotiations
 Work regulations
 Change in law and regulations
 Changes in the non-alcoholic beeverage business environment

Economical
 Growth
 Interest rates
 Raw materials
 Micro and makro news
PEST analysis
Social
 Health consciousness
 Population
 Trends and fashion
 Globalization

Technological
 Research and development (R&D)
 Production effectiveness
 Results from ads and commercials
 Change in raw metrials
 Bollteing
SWOT analysis

Internal

External
 SWOT analysis; internal
Strengths
• Size
• Momentum
• Patents
• Production
• Mature firm

Weaknesses
• Media
• Name
• Suppliers
 SWOT analysis; external
Opportunities
• Acquisitions
• Market segments
• Wealth
• Globalization

Threats
• Trends
• Suppliers
• Health
• Competitors
Porter’s five forces
 Porter’s five forces

Competitive Rivalry within an industry

• Competitors
• Innovations
• Marketing
• Loyalty
 Porter’s five forces

Bargaining power of the suppliers

• Simple commodities
• Numbers of suppliers
• Bottling suppliers
 Porter’s five forces

Bargaining power of the customers

• Different customers
• B2B
• Number and size of buyers
• End consumer
 Porter’s five forces

Threat from substitutes

• Health
• Diversifying
• Innovations
 Porter’s five forces

Threat from new entrants

• Competitors
• Size
• Capital
• Knowledge
STP
 Segmentation
 Geographical
 Psychographic
 Demographic
 Product

 Targetting
 Growth and size
 Full-coverage market

 Positionning
 Uniqueness
 quality, innovative skills, delivery abilities
 diversity
STP
4P’s
4P’s
Conclusion