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HOLISTIC MARKETING CONCEPT

PRESENTED BY JIKKU JOHN ARUNKUMAR RAJESH RAJ KOKILA J SRUTHI S BETSY M V

COMPANY PROFILE
Coca-Cola was foun !n Ma" #$$% &" D'( Jo)n

P*+&*',on

Coca-Cola was f!'s, sol ,o ,)* -u&l!c !n A,lan,a a,

Jaco&.s P)a'+ac" /o'l .s la'0*s, &*1*'a0* co+-an"( Coca cola )as 0o, $23 0lo&al +a'4*,s)a'*( O-*'a,* !n +o'* ,)an #56 coun,'!*s( Ma'4*, a -o',fol!o of +o'* ,)an 7666 &*1*'a0* -'o uc,s an #666 non &*1*'a0* -'o uc,s(

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 catch motto. It is the emplo ees that have to live the brand.!

Includes internal guidance and motivation or

em!lo"ees in order to serve t#e customers $ell%

They had a number of products but started concentratin on a

fe! of them to bui"d brand names# E $ co%e


S!ecial incentives and $inning o ers or t#e

em!lo"ees $#o ac#ieve t#e targets%

I N TER G R ATED M A R K ETI NG

PR O D U C T
3 0 0 0 p ro d u cts a n d 4 5 0 ra n d s. ! n ! r" # d r$ n %s, & u$ c! d r$ n %s, t! a , co ''! ! , sp o rts d r$ n %s, ( a t! r. co n s$ sts o ' )a r$ o u s ra n d p a c%s a n d '* a )o rs. n ! ( p ro d u cts a n d '* a )o rs a r! $ n tro d u c! d a cco rd $ n" to cu sto + ! r n ! ! d s. d $ ! t co %! , + a a ,a , sp r$ t! , t- u + s u p , 'a n ta .. PRICIN8 METHOD Comp&titi'e pricin method # (easona" 'ariations # P&n&tration method ) ne! mar%ets

"#$%$&I$'() (*&I+I&I,S
Sales promotions. Advertisment. Mobile marketing Online marketing Public relations soccer club

PLACE

*I(TRI+,TION C-ANNEL( company


C . F a ents

retai"ers customers

ADVERTISMENT

Coca Cola is the best global br and

RELATIONSHIP MARKETING
.If you want to crack a nut, you need to

concentrate marketing excellence

on

force. do

Conventional this much, does it par

doesnt

Relationship marketing

On* of ,)* n*w +a'4*,!n0 +an,'as of coca cola-

We dont 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 ta"%s !ith customers# Constant dia"o ue throu h mai"s/ brochures etc## Co%e is mo'in a!ay from bui"din their o!n net!or%s and communities/ and is headin to!ards !or%in !here the peop"e a"ready are#

Re"ationships are a critica" assets for Coca Co"a#

SOCIAL MARKETING
&' ,ffect of marketing e-tends be ond

compan and customer to societ as a whole. *ustomers will increasingl look for signs of good corporate citizenship !

to return to communities and nature t#e amount o

$ater e(uivalent to t#e usage in )everages and t#eir !roduction invested to )uild t#e $orld*s largest !lastic )ottle+to+)ottle rec"cling !lant and to su!!ort rec"cling .(&,# "$SI&I+, ")('& + Rain $ater #arvesting !otential o !lant is ,%-. million cu)ic meter

communit" $ater !rograms are designed to su!!ort

#ealt#" $aters#eds and sustaina)le !rograms to )alance t#e $ater used

/Advertising and Mar0eting to C#ildren Polic"/ to include all o

t#e )everages1 so t#at c#ildren under t#e age o -2 $ill not )e directl" targeted )" an" o t#e mar0eting messages

Coca Cola Sc#olar3s 4oundation encourages educational

!rograms or students% !rograms ocus on )uilding educational in rastructure1sc#ool dro!+out !revention1reading and literac"1sc#olars#i!s etc

Coca Cola 4oundation !rovides assistance during and a ter

natural disasters% 4or eg1 in T#ailand1 !artners#i! $it# t#e T#ai Red Cross Societ" t#at involves an intensive training !rogram on irst aid and disaster+relie )asics1 conducted )" t#e Red Cross%

CONCLUSION
Hol!s,!c a--'oac) !n Coca Cola !s ,)* +a9o' '*ason fo' !,s a succ*ss as ,)* la'0*s, &*1*'a0* co+-an"( T)* +a'4*,!n0 s,'a,*0" of coca cola !s wo'4!n0 fo' ,)*+ an ,)* -'o uc,s a'* ,)us 0a!n!n0 -o-ula'!," a+on0 "ou,) a" &" a"(

RE4ERENCES
$$$%coca+colaindia %com $$$%$!!%com $$$%learnmar0eting%net $$$%d)asemedia% com $$$%t#ecoca+colacom!an"%com

THANK YOU