HOLISTIC MARKETING

CONCEPT

PRESENTED BY :-
Rohan John Solomon
Parth Bhowmik
 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 market share.
Operate in more than 170 countries.
Market a portfolio of more than 2000 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 name. Eg : coke

Special incentives and winning offers for the employees

who achieve the targets.
INTERGRATED MARKETING
PRODUCT
 3000 products and 450 brands.
 energy drinks, juice drinks, tea, coffee, sports
drinks, water.
 consists of various brand packs and flavors.
 new products and flavors are introduced according to
customer needs.
diet coke, maaza, sprite, thums up, fanta..

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

 Sales promotions.
 Advertisement.
 Mobile marketing
 Online marketing
 Public relations
 soccer club
PLACE
DISTRIBUTION CHANNELS
company

C & F agents

retailers

customers
Coca Cola is the best global
brand
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