Coca-Cola can have the ingredients for the recipe for success: a high-powered media impact, a large-scale sponsorship of sporting events on the planet followed by a maximum of individual as well as posters and original but also remarkable slogans that adapt to the changing population. The study of distribution and communication policy will allow us to verify these assumptions and see how the brand is present in different media.
Young people are a favorite target of the firm. More particularly, young people who are anxious to distinguish themselves from others, and who like drinking Coca-Cola, particularly since it is a sweet drink (high sugar content, energy source to stimulate young minds).
In 1985, Coke was losing ground and was about to be overtaken as market leader by their rival Pepsi-Cola. Indeed, Coca-Cola is a bit shunned by young people who prefer Pepsi, as they want to break with "tradition" of their parents who have the habit of consuming Coke.
Young people were also sensitive to the "Pepsi Generation" image and its advertising campaigns.
However, Coke is not addressed to a particular person, but to everyone with its advertisements of astonishing magnitude. We can deduce that each product of the Coca-Cola group is designed and aimed at a specific target.
For example, Powerade is for sportspeople, Fanta being very sweet is for a younger population, Coca-light is aimed at people who are more health-conscious...The type of distribution that is used by Coca Cola is an intensive distribution through bottling companies.
[...] The analysis is the same for the plastic bottles of Coca Cola 25cl in packs of 6. The facing is 15cm, the floor space is 45cm and the total shelf space is 45 X2 = 90cm (depth: 6). Coca Cola bottles in individual 2 liter bottle format are also fairly well represented on the shelves with a facing of 10cm, a floor space of 60cm bottles) and a total shelf space of 60 X3 =180cm (depth of 6 bottles). The Bougnat Cola is also present in this beverages department with two bottle sizes: Packs of 6 bottles of 1.5 liters and packs of 6 bottles of 0.5 l. [...]
[...] Coca Cola Fridge Packs (33cl cans) are also presented in a pack of 10 bottles. The facing is 33cm, the floor space is 66cm and the total shelf space is 66 X 6 = 396cm (depth of 6packs). Coca Cola light is present in two formats: individual bottles of 1.5 litres and packs of litre bottles. The facing of the individual bottle is 9cm, its floor space is 54cm bottles) and its total shelf space is 54 X3 = 162cm (depth 12 bottles). [...]
[...] It remains a very modern and innovative brand that continues to maintain relationships with its consumers through sport, music and the interests of young people in general. Moreover, the site of Coca-Cola and WAP illustrate the commitment of the company to sport and music. The commitments that illustrate the values of the brand since its creation are youth, happiness and friendliness. In the future, we think that the firm still hopes to diversify and broaden its product range and the trend will be to monopolize the soft drinks' market even more. V. [...]
[...] Bottling companies distribute the products everywhere: • Supermarkets • Hypermarkets • Small Retailers / Convenience stores • Grocery stores • Gymnasiums and sports complexes Products can be sold to consumers directly or through vending machines in cans or bottles. Coca-Cola has a lot of intermediaries such as wholesalers, retailers and buying groups so we can qualify their indirect channels. In addition, there are 4 players so this circuit is a "long circuit". Merchandising Policy : FOOD RETAIL SECTOR : Géant Aurillac The beverages department is located at the back of the store and we will see in this part that the merchandising of Coca Cola is developed much more than its competitors. [...]
[...] • Media relations : The distribution of free information with an enhanced credibility is thanks to the signing of journalists. A strong relationship with the press and the signature of specialist journalists contribute to the strength and credibility of the information that is published. Coca-Cola France outsources its Corporate Media and Brands Relations to the HAPE agency. Their aim is to ensure the strategy, implementation and management of Corporate Media and Brands Relations for Coca-Cola France. • The internet: Perhaps the heart of communication of Coca-Cola for young people? [...]
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