Coca Cola

Vital marketing decisions are made by every business; but as important as it is to make the right business decision… it is essential that marketing professionals understand how their marketing impacts our social values. There are several different ways that marketers get their message across to potential customers(1), each marketing communications tool can have different effects on us. Marketing is intrusive, businesses are constantly trying to push their brands in our faces… we barely process one piece of information before the next one comes shooting our way.

The pervasiveness marketing has undoubtedly influenced our mind-set and behaviour… a disposable culture creeps closer to becoming reality. It’s because our buyer behaviour is image based, we care about how others see us more than how we see ourselves. This hugely changes our views on society; contemporary marketing has made us believe that we are what we buy, and that the brands we own… are a direct reflection of us. Marketing is an integral business function, but is hardly respected. It continually aims to stimulate demand which leads to new customers… and that leads to more market share.

No longer can marketing be tunnel visioned in it’s pursuit for brand awareness. Certain companies have mastered the AIDA model and can use their understanding on countless consumers, the Sony Bravia advert with the bouncing balls(2) went through the whole cycle from attention all the way to stimulating action… making them buy products they didn’t particularly need in the first place. Point-Of-Sale cues are used relentlessly and marketers are accused of not looking at how their decisions impact broader society. Our social values are changing to customers being more self-centred and buying everything that suits them.

Our social values include friends, who we want to have a good time with. But playing on the back of our heads constantly, is how cool we think we look, have we impressed our friends? Do we have the right clothes on? Do we have the right phone? As I mentioned, we think that the brands we own are a reflection of us… so we try and buy the right products, not only to suit our personalities; but to fit in. There is one thing that hugely influences our social values, and that’s technology(3).

A wireless world is slowly becoming more of an actuality as time goes on. The internet, as enthralling as it may be, has made people ess sociable and more secluded. Perhaps one of the most important social values is quality time with our families; this is not possible if we are glued to the monitor during dinner time. In the past, dinner meant the whole family sitting around a table, having a laugh and eating to their hearts content. The internet has cut into this social value and is influencing young minds. But it’s been a fantastic medium for communication and a brilliant source for information. Both ways can be argued. Advances in technology will introduce location based advertising in the future(4), this makes us even more reliant on technology.

This means that where ever we are, we will be targeted by businesses… which directly impact our social lives; making us shop instead of talk to those we may know in the area. The whole notion of positioning is based upon understanding the consumer… not society, making us feel like we can familiarise ourselves with the brand, so that it doesn’t feel like marketing but instead feels like a developing relationship. Segmenting customers is a common marketing tool used when it comes to deciding on a target market. But it has huge disadvantages on society; a common way for segmentation to take place is with airlines.

First class, business class and economy are forms of segmenting the market. Customers who have high disposable income doesn’t necessarily have to fly first class… but the positioning of first class in the consumers mind communicates the message that if you can afford it, go for it. First class passengers have made the association that flying in luxury means they are successful and are respected. When in realness, they simply have more money than the average person. Economy flyers are made to think that they are normal, nothing special, but some of them could actually be successful.

Some of them may have significantly advanced in their careers, and may have even helped the world! The social values of first class travellers has changed into looking down on other passengers who aren’t flying first class… the feeling of self accomplishment is just an illusion created by marketing. There are other marketing tools which de-individualises customers and sees them as groups and not individuals. An example of this is the postcode analysis, this influences the social values of consumers into thinking that they are only as good as the people who live near them.

Marketing professionals need to start respecting customers as customers, and they need to understand the uniqueness of each individual consumer. There is a really important marketing tool that can assess how much marketers are impacting our social values. Businesses can construct a PESTEL analysis of themselves to gain a better understanding of what is in their way… and what they need to take into account before implementing any marketing decisions. MOSAIC is another segmentation tool used by marketers to decide exactly how to target their target market.

This generalises too much and doesn’t see customers as individuals, but as titles. There is one main point that marketing critics’ keep bringing up. They see branding as being misleading to consumers, that the associations made with the product or service is just an illusion… and doesn’t reflect the actual quality of the product or service itself(5). Marketers definitely need to take this into account when taking care of brand management. However an argument against this is that branding gives people confidence, it helps consumers see themselves in a desirable light when owning a particular brand.

It makes them feel like they are a part of something, this positive feeling surely can’t be criticised. An example of a business who tries to create a strong association is Disney. Their chain of ‘Magic Happens’ adverts definitely play on our emotional strings(6). They play on portraying the dreamy effect with their brand communication, which withholds powerful emotional appeals. Disney sells an experience, something intangible. This works really well when it comes to targeting children, the imagination of a child is endless… with hardly any limits.

However this really affects children’s social values, making them almost worship Disney characters. Ultimately, this makes the children think that going to Disney Land is described as ‘a dream come true’; taking their minds off of the important things in life. Another example is Coca Cola. Their marketing strategy relies on making the consumer feel satisfaction when drinking Coke, making the consumer feel refreshed… and ‘happy’. The Coke slogan is ‘Open coke. Open happiness’(7). The association that will be made is definitely an emotional one, and will make customers feel like someone when they drink a can of coke in front of people.

This is probably the brand that endangers our social values the most, due to the obvious reason that happiness is achieved through success or through a positive social encounter. Not from drinking Coke, this is nothing more than a positioning strategy. Behavioural psychology explains the laws of classical and operant conditioning. This has been used by many businesses in order to condition a specific response from a customer. Classical conditioning can be, and has been used in various advertisements; in order to create lasting associations that will be profitable to the business.

A psychologist called Pavlov tests classical conditioning in one of he’s experiments(8), and since then, he has influenced the use of he’s findings by many marketers. An example of this is McDonalds, the first time we heard the famous McDonalds short and snappy jingle we didn’t know what to make of it. But after a few more adverts we made the association between the jingle and the slogan ‘I’m lovin’ it’(9). Whilst this association was being made, you can visualise the McDonalds logo and any images they want you to see.

The general feel of the adverts are happy and upbeat. With time, our association became so strong, that all McDonalds do now is play the jingle, and we all say or think ‘I’m lovin’ it’. This then becomes our unconditioned response to the jingle, which started off as being a neutral stimulus. So as you can see, classical conditioning is a powerful tool that marketers use, and we have attempted to create an advert; whilst trying to apply the laws of classical conditioning. Customers are almost hypnotised into thinking exactly what McDonalds wants them to think.

This changes our social values into being more self-centred, making us seek pleasure for ourselves and gets rid of the whole idea of togetherness and sharing. The psychodynamic approach in psychology was devised by Sigmund Freud, an influential figure in psychology. He said that our conscious thoughts and actions are influenced by unconscious drives, such as the sex drive(10). Marks and Spencer food adverts take advantage of this idea. The woman speaking in the background speaks in a soft, sensual voice making it seem the food should be eaten in an intimate way(11)… which almost makes us think their selling sex.

According to the psychodynamic approach, our unresolved child issues and our sex drive will influence our conscious behaviour… which is to ultimately buy the food. Marketers need to be very careful with this type of advertising; it’s almost as if the consumers are not in control of what they like. Our social values may have been having a laugh with friends of the opposite gender, but due to this kind of psychological approach to advertising… it may unwillingly effect the perception of the customer. Using psychological approaches in adverts is legal, but it doesn’t mean it’s moral.

The mind-set of the customer changes, their perception changes and so their behaviour changes; this can be seen as immoral. Companies ensure they put all side effects of certain products on the packaging… but when are marketers going to actually take into account the side effects of their own decisions? If a certain type of marketing impacts broader society too much, and stimulates demand to an extent that the environment will suffer… the marketers should definitely take it easy and refrain from these types of activities.

Every career needs to work towards a better world to live in; this is what morality is all about. ‘The strategic business function that creates value by stimulating, facilitating and fulfilling customer demand’(12)… this is on of the definitions of marketing. But how will consumer sovereignty affect this? The old definition was meeting customer needs profitably, customers may decide what will be produced or on the other hand marketers may decide what consumers should be interested in. It all depends on how society is looked after by marketers, and how society reacts to marketing decisions.

Our social values stems from how society operates and how society holds up against continual marketing activities. The decisions that marketers make impact society hugely, it can increase demand and can decrease demand. McDonalds have been successful at stimulating demand, due to this they have had to create 4000 new jobs(13). But even though more demand means success to a marketer, there is always backlash. There is ‘a protest against the promotion of junk food, the unethical targeting of children, exploitation of workers, animal cruelty, damage to the environment and the global domination of corporations over our lives.

Marketing strategies are successful at making a profit, but it’s time marketing professionals look after the society which they themselves are a part of. Not necessarily societal marketing, but just using some of the concepts of this type of marketing. I think that it’s a personal challenge to each and every one of us to act and speak in a way which doesn’t reflect the conditioned responses that marketing and movies have created. Our social values echo our personality and what we hold close to our hearts; marketing professionals can change or strengthen this. That means reliability is a necessity as a marketer.

References

• http://inventors.about.com/od/timelines/a/ModernInvention.htm
• http://www.e-lba.com/ELBA%20Overview%20english.pdf
• http://nobelprize.org/educational_games/medicine/pavlov/readmore.html
• http://www.textart.ru/database/slogan/fast-food-advertising-slogans.html
• http://webspace.ship.edu/cgboer/freud.html

Unit 9:exploring creative product promotion P4: explain the reasons behind the choice of media in a successful promotional campaign. Brandon Baumgart IBS 1c P4 Version 3 30 may 2012 Mrs. Daymond From mouth-to-mouth to TV and Internet. In 1886 when coca cola started they didn’t had TVs, radios and Internet to tell people they have invented something new. So everything was from mouth-to-mouth, through the flyers, the newspapers or big wall paintings on high buildings.

Later they could add the radio in this list. And that status they still have but how do they do that now a day? They do that most through the TV will al the happy people who drink Coke and with the happy and bright colours and their slogan: OPEN HAPPINESS. Why one the TV and Internet and not on the radio for example? Because if you hear a commercial on the radio you only HEAR and not see the commercial but on TV you SEE and HEAR the commercial and because of that you want a Coke.

The number one reason is that almost everybody has now a day a TV, a computer and a smartphone with internet, so Cola has to go with their time and now they have a general site about all the different kinds of beverage the have, they also have a Coca Cola web shop, a Cola diet site, a Cola goes green site and many more. All these sites are for people want to know more about Coca Cola or buy their stuff. Coca-Cola uses direct marketing in many ways. First, the company partners with various restaurants, movie theatres, etc. to carry its product.

Unit 9: exploring creative product promotion P5: design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief @ Fair trade Max Havelaar products Brandon Baumgart IBS 1c P5 Version 1 27 January ‘12 Mrs. Daymond Table of contents 1. Introduction 2. Campaign brief 3. Creative brief 4. Budget and time lining 5. Mood board 6. Conclusion Introduction In this task you design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief @ Fair trade Max Havelaar. Fairtrade since 1988

Max Havelaar Foundation was founded in 1988 by Nico Roozen and Frans van der Hoff in response to an urgent call of coffee farmers in Mexico. “Aid is good, but a fair price for our coffee is better. Then we don’t need to hold or hand,” they argued. With a fair price for coffee beans, small farmers take matters into their own hands. I hope you will learn as much I will with typing this report. Campaign brief Background to the proposed campaign The Max Havelaar Foundation grants since 1988 in the Netherlands, a hallmark of coffee at a fair price for producers in the market.

The initiative was developed in consultation between Mexican coffee farmers and a Dutch aid organization. The organization is further supported by ICCO, an interchurch organization for development. The initiative was copied: Max Havelaar is now also the name of the only independent fair trade label for foods whose producers in Latin America, Africa and Southeast Asia by buying a higher price than the world price is paid. On top producers receive a premium as an extra.

The name comes from the book Max Havelaar (1860) by Multatuli, which injustice is made of coffee farmers in the former Dutch East Indies. The mark guarantees that organizations of small farmers or plantations in developing countries receive a fair price for their products. Although the mark, partly because of his name, especially evokes associations with coffee, it is also found in ice cream, tea, chocolate, honey, cocoa, fruit juice, rice, wine, beer, sugar and fruit. Include the make “Oke”, under that name bananas, oranges, pineapples and mangoes sold, may Fairtrade / Max Havelaar label.

In addition there are other brands such as Ben & Jerry’s (ice world 100% fairtrade), Verkade, Swiss Noir (chocolate), Penotti (chocolate spread) and Fair Trade Original (an array of products). There are also several supermarkets (such as Albert Heijn “Pure and Honest” and Lidl “Fair Globe”) that choose to sell fruit to sell under their own brand of course Fairtrade / Max Havelaar label. In January 2010, the supermarket chain PLUS the largest commitment to fair trade made. From this date all bananas Plus sells Fairtrade / Max Havelaar certified. In 2011, the SPAR supermarket organizations and ALERT followed suit.

The foundation itself is acting in any of these products, it provides only the label that guarantees a fair trade. In 2004, 3% of the Dutch coffee and 2% of the Belgian coffee certified under the Max Havelaar label. In many countries there are foundations that same goal and same working method. The Max Havelaar label is now (2009) in some 23 countries and used products come from some 55 countries. Of these, approximately a half million farmers directly (and workers) benefit. These organizations have joined the international Fairtrade Labelling Organizations (FLO).

The Fairtrade mark (the international version of the Max Havelaar label), with 2006 revenue growth of 40%, the largest increase was in the United States where coffee sales quadrupled. In January 2006, the Max Havelaar label a big campaign in the Netherlands to focus on products with its brand to establish. The advertising slogan “no discount, but advantage,” with a wink referring to the price war between the Dutch supermarkets, wanted the label to highlight that the products are more expensive, but that a portion of the proceeds benefit the producers them. we are going to do it big than in 2006.

We want more people to be aware about the prodcuts they buy. We are going to show in our commercials small movies about were their “cheap” coffee comes from and where our coffee comes from. Also we are making a FaceBook page and a Twitter page to keep them updated. Objectives To increase awareness of the product through advertising from 36% to 46% by the end of the year 2012. And that more people buy our products. Target markets Is everybody who does the grocery and “anyone who knowingly lives and want to meet others with the same respect that you take yourself expect from others”.

Product/service specification Nowadays you can find the Max Havelaar Fairtrade Mark not only coffee but a wide range of products such as chocolate, fruit, wine, tea, spices and even on ice and peanut butter. Also adorns the label on products such as cotton bath towels, blankets, shirts and curtains and flowers. The Max Havelaar Fairtrade Mark is the only standard that the ‘Triple P’ of sustainable development – People, Planet and Profit – completely covers. Through a guaranteed fair price creates the label space for both economic development and environmental improvement and social progress.

Fairtrade system that makes it a unique model with the highest standard for sustainable development. People The identity of the Max Havelaar label is primarily associated with social justice. Respect for human rights and labor standards, according to the Charter and Conventions of the United Nations, are the starting point. But social progress is not as the basis for prosperity and ecological health is destroyed. Planet Farmers realize that is why many organizations turn to organic farming. Part of the products with the Max Havelaar Fairtrade Mark also has an organic label.

But the Max Havelaar label itself represents a healthy environment. Dealing with soil, water, air and biodiversity in Fairtrade bound by rules. Basic standards to be met as a condition for certification. The system also offers guidelines for further improvement. Profit And the financial area, because that’s not without. The space created by a fair reward for goods supplied. Through better trading conditions to improve poor farmers Fairtrade gradually their living standards. They have tools at hand to invest in their operations and their environmental performance, with organic certification often represents the pinnacle.

Fairtrade in the third P belongs right there. He suggests farmers are able to trust the future to work on sustainable development. Creative brief Background/introduction We are Cherry Red™, one of the most efficient advertising agencies. Established in 1991 we strive to offer the greatest service possible putting the client at the centre of business. Target markets Is everybody who does the grocery and “anyone who knowingly lives and want to meet others with the same respect that you take yourself expect from others”. Women respond most favourably to social responsibility messages.

Design marketing materials aimed at women. The age group 25-34 respond more favourably to socially responsible messaging. People identify with fair wages and employee treatment. Wealthy people and people who buy gifts often tend to do it online and in boutiques. A great website, product reviews, and well-trained sales people will help you sell. Promotional/advertising objectives Create consumers demand and awareness for the Fair trade products Max Havelaar: proud to be fair. Promotional/advertising proposition That the products they buy must stay fair too the farmers and for the customers. Support Fair trade * Empowerment * Poverty * Conservation * Social improvement * Clean environment * Development * Transparency * Co-operation These points will make a better world. Tone of voice Serious, friendly, “green”, everyday and FAIR. Mandatory inclusions Max Havelaar fair trade logo, Max Havelaar website, available at the better supermarket. Budget and timing Promotional Designs For Campaign| Costs| Logo DesignEmail DesignPostersLeaflet DesignNewspaper Advert DesignWebsite DesignCommercial on TV| €50. 00€160. 00 €395,48 (25 needed at €15,82 each)€140 (2000 needed at 7p each)€900€300 paid for the year€ 11. 00| Maximum Budget Of: ? 15. 000,00| Total Cost: ? 12. 945,48| We want the ad’s come out in the holiday period because people will give and buy more in this season because it stands for togetherness, joy, giving and caring for fellow creature. Conclusion This was a very interesting task. Now I know more about how too make a simple promotional campaign. And also know more about Max Havelaar Fairtrade products. Such as that Max Havelaar is not a brand. Max Havelaar Foundation is part of an international umbrella: Fairtrade Labelling Organizations (FLO). I hope you have leared as much as I have.

The main functional areas are Human Resources, Production, and Administration, Finance, Marketing, R&D. the main functional areas in the coca cola company are HR, Production and Administration.

Human Resources

The human resources department recruits the best people for the right jobs. For coca cola the human resources department looks for people who have skills and experience in driving Lorries. They should be honest and happy in what they do. They produce a frame work which helps them to identify the right person for the work. They check out the attendance, punctuality of the employees. They check whether the employees are paid on time and whether they are late. They first advertise internally for a job that needs to be replaced before advertising it externally. They make sure that an employee only works over one time once a week. There is a training manager in coca cola who trains employees from ages 16-65. They never stop training and they have to train themselves continuously.

Production

Production department helps improve the products. Managers help others in their work in the production department and they guide them through their jobs. They tell the employees in that department what to do and they produce new ideas and alternative to the company. Their main target is to only loose about �10000 a year of yield and �2000 a week. They also help to improve machines. They have a microbiologist in the coca cola company. He inspects the hygiene, in the production line and the raw material. He checks for contamination like moulds, bacteria and coli foam, he checks normal hygiene as well. Costic and parasitic acid removes the debris from inside the vessels and sterilizes it; he makes sure that this is still not in it while making the product. All areas are checked by a swab before production and the documents have to be checked by him.

They have around 300 people working in the production department in coca cola and around 47,735 people working in McDonalds. Comparing this to coca cola there is a big difference. This shows that machines have taken over in coca cola but not in McDonalds. This also tells us that coca cola has grown and developed faster than the tertiary sector that is McDonalds. Coca cola make 24,000 drinks per hour.

Administration

In the administration department they have to do the filing and arrangements to see people. The PA Wendy Savides aim is to make sure that the boss knows where he is to be at a certain time. She also has to manage other people. She has a diary which contains the appointment for the boss and she helps him in any way, with meetings, charities, local donations.

Marketing

There are four basic aspects of marketing that is used in coca cola called the “four P’s”:

*Product: The item or service they sell.

*Price: The amount they charge for their product or service.

*Promote: The ways they inform the market as to who, what and where they are.

*Provide: The channels you use to take the product to the customer.

As you can see, marketing encompasses much more than just advertising or selling. For example, a major part of marketing involves researching your customers: What do they want? What can they afford? What do they think? Your understanding and application of the answers to such questions play a major role in the success or failure of your business. Advertising is a good way to inform people what is available to buy and if there where no adverts we wouldn’t know what to buy or we would end up buying the same products and not trying anything different. But on the other hand adverts can encourage us to buy things that we don’t need because they make the product look or sound really good and a lot of the time the product isn’t as good as advertisements make them out to be.

Coca cola spent around 569 million into ads in 2002. This shows that they have put a lot of time, money and ideas into the advertisements and they have made their money by the number of drinks they have sold. Coca cola’s target audience varies with the different drinks. Fanta is aimed for women and teenagers. Coca-cola classic is aimed for all ages. Diet cola is aimed mostly for women from ages 25-35. This is quite alike with McDonalds because only a certain age people buy a product like women buy salads and a chicken sandwich.

Finance

HR is the most important functional area to the workers but to the boss its finance. This area controls all money in the business, and they are responsible for all money that goes in and out the business. Every so often the gives the other departments some money and they must stick to that. If they break their budget they must explain why. All money, which is spent, must first go through finance and only a senior worker can give consent for it. They are also responsible for paying every one in the company. They must give as report every week of how their cash flow is going, they must be precise to the last digit or they will be in big trouble. They must also prepare cash flow forecasts and break even charts; these must be shown at each company meeting. If all of these things aren’t done correctly then the company could go bankrupt or the financial manager may get done for fraud. This section is very important and is vital for the businesses success.

Marketing helps them in the aim of having bottled water. They can advertise their product and help them find out what people really want from their money.

HR can help find experienced people for the different work, which will help them achieve improving working relationship.

Finance helps them to see how much money they have and how much they need to buy things. Administration helps them to control the communication between the functions. They deal with internal and external communications. It facilitates the successful production of products and efficiency in the business.

Production is the heart of the business as it creates profit and is the reason the business is running. This helps them achieve most of their aims like major rise in profit.

The human resources department needs to communicate with production manager for several reasons. I asked Andrea Reeves the HR manager and she said, ‘we communicate well to know the attendance, punctuality of the employees so that we can see which workers are good for promotions and stuff like that.’ She said that ‘we have to even communicate to the finance department to see that the employees are paid. We do this by Email internally, presentation.’

PA needs to communicate with production manager to see whether they are producing enough bottles per hour and if they are going according the plan. They would want to check if they are being environmentally friendly. They communicate by phone or e-mail internally.

The production manager would communicate with the microbiologist to see if there are any bacteria or whether they should start producing the drinks. They would want to know the status of the machines and whether they need to through out any drinks that are if the bacteria was in the machines while the drinks were made. This would contaminate the drinks. They communicate face to face or by phone internally. The marketing manager needs to communicate with the finance department to see how much money they have to invest in a making of a product. They communicate by the phone and by fax.

The functional areas of coca cola are strong and secure; they help coca cola achieve their aims. They need to communicate with each other for several reasons, whether it’s important or just a question about lateness.

The advantages of talking, intranet and meetings are that it is efficient and quicker. Using e-mails and phone record involves ICT which can make things complicated and can take time.

The business communicates to customers through the website mainly and sometimes through news articles. They sell their products through promotions their latest one is the free music download. If there is a problem then the customers call the customer line. They can complain to the services about the product which then goes to the coca cola administration department. Coca cola is responsible for the product till it reaches the hands of the customer. To do this the company needs to keep in contact with the store or market. They also need to contact about the times they need to deliver new drinks and where the drinks should be kept as well.

The company gets their yield ready made so they don’t know what it is made of but they put down some basic ingredients like caffeine.

K&N’s, a founding pillar and beacon for Pakistan’s Poultry Industry started in 1964 with a single minded objective of providing better nutrition for health and happiness of the nation. Building on years of poultry expertise and commitment to food-safety, K&N’s integrated all poultry production activities under one umbrella to bring you safe and healthy chicken by managing and controlling all stages of production.

Products

K&N’s markets layer and broiler hatching-eggs, layer and broiler, day-old chicks, poultry feed, processed chicken and ready-to-cook & fully cooked food. I selected only the ready to cook category of K&N’s which include Nuggets, Croquettes, Chicken Tempura, Burger Patties, Kofta, Combo wings, Fun nuggets, Hot Tenders, Chapli Kabab, Harey Bharey Nuggets and Tender Pops. Distribution Products are stored at -21?C to maintain freshness. Packed products are moved into K&N’s sanitized refrigerated trucks for distribution to ensure uncompromising quality control.

K&N’s chicken products are available at K&N’s Chicken Stores and leading retailers and also delivered to quality and food-safety conscious institutions such as hotels, restaurants, airlines, clubs and international restaurant chains.

Market share

Market share of K&N’s is almost 70% (on average) in ready to cook food category. At Hyper Star almost 80% people buy K&N’s products. At CSD almost 60% people buy K&N’s products and at Macro almost 75% people buy this brand. This is the highest market share and at this time it is the leading brand in this category.

Where the brand stands? The brand is growing rapidly day by day due to the customer satisfaction and the product is according to the customer’s requirement as well as they are targeting different segments of the markets like children and the vegetarians. Positive points of its product From the customer view point K&N’s is providing healthy food. It is easy to cook especially it facilitates the working women because they don’t have much time to make all those things in home. They are targeting the children as well through fun nuggets so women are using for their children lunch.

This brand provides the hygienic food to its customer that build trust in the customer. Moreover the taste of K&N’s food is superior then others. These attributes are increasing its’ market share and this brand is growing. Competitors Competitors of K&N’s are Menu and Mano salwa. Both of these brands couldn’t make its brand image as strong as K&N’s has. Secondly they are not providing that level of customer satisfaction that K&N’s is providing. Target market The company is targeting different age groups as well as different income groups.

Their prices are normal so even a middle class person can afford it. They are targeting elite upper middle and middle class. On the age basis, they are targeting children as well as the young people. Conclusion K&N’s is the largest selling brand in ready to cook food category. They are focusing more and more on the fully cooked products for the ease of customers with the special focus on the hygiene factor. It is the brand that provide value product to its customer. There market starts with the customers and end with the customer. This is the main reason for their market share and market growth.

(a) Describe the promotional mix used by two selected organisations for a selected product/service. Coca-Cola Founded in 1886 by pharmacist Dr John S Pemberton in Atlanta, Georgia, The CocaCola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, and produces nearly 400 brands. www. coca-cola. co. uk/about-us/introducing-our-business. html Coca-Cola was invented by Dr John Stith Pemberton and first went on sale at Jacob’s Pharmacy in Atlanta, Georgia and these days Coca-Cola is the world’s most favourite and most profitable drink from 1886.

PROMOTIONAL MIX Advertising – Coca-Cola uses one of the most modern and popular advertising. Christmas advertisment most popular and Coca-Cola uses Santa Clause because he is with red suit and a white beard and he did not always look that way as Coca-Cola advertising shaped him like that. They use different types of advertising such as: * Print ads * Radio * Television * Billboards * Banners * Brochures * Signs * In-store displays * Posters * Web Pages * Motion Pictures Personal selling – Coca-Cola Corporation avoids personal selling but in case of large store and hotels etc. t does use personal selling. The sale officers contact the owners and sell their products directly to owners. Sales promotion – Sale promotion is very important because it can help to increase sales in a competitive market and thus, increase profits also it will help to sell all the existing stocks and there are many more advantages but not only for the company because consumers gets the product at a cheaper rate. The different types of sale promotions that Coca-Cola uses:

Associated essay:

Buy one get one free – long time ago Coca-Cola used buy 2L get 1L free and they found that this is not as effective as “buy one get one free” therefore from now on they are using this technique. Media – Coca-Cola always used this technique as it was most popular and profitable at the same time. To explain what is media it is a special code or message that can be found on the back of the cap and they used two different methods for that. First was more profitable way which was putting there codes and you had to send message or call a number shown to enter a lucky draw with various prizes.

Second was putting messages on back of the cap where you could win another bottle of Coke instantly. Last but not least they used Joint Promotion – this is getting more and more popular. Coke is having a promotion from McDonalds, Dominos, KFC, Burger King and many other places, because for example Dominos might have a special offer when you buy a pizza you get a bottle of coke free. Public relations – The Coca-Cola has come up with a great public relations plan to use social media like Twitter and Facebook to convey their views on the environment and the actions they are taking.

With campaigns like the Polar Bear campaign they started to integrate social media into their public relations. Also Coca-Cola reduced the percent of plastic in product bottling and made bottles recyclable. Direct Marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

Corporate image Coca-Cola has a good corporate image although they had problems with the content of the coca-cola as it was containing a lot of sugar, caramel color, caffeine and it made it very addictive therefore Coca-cola had to reduce amounts of bad ingredients. As you can see from this chart it shows nutrition information and GDA of 500ml of Coca-Cola it clearly shows that 1L of Coca-cola would exceed GDA of sugar if consumed in one day. Corporate image may also be considered as the sixth aspect of promotion mix.

The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. Sponsorship is sometimes added as an seventh aspect. Direct Marketing Coca-Cola does not use direct marketing techniques although they could consider using direct marketing techniques such as mobile messaging, email, interactive consumer websites, fliers and outdoor advertising

Sponsorship – Coca-Cola is proud to have a long history of sponsoring major events such as American Idol, NBA and even more London Olympics Games, not even they get a good advertising from those events but moreover they are even making profit, and what is better than getting advertising for free. McDonalds Happy Meal Advertising – they advertise diffrent times of the day, they also put toys in happy meal that is related to popular movies. “Happy meal” comes in the box hat has games and colorful images and even more they even have a website that is represented in “happy meal” and animation around it. Coorparate image – McDonalds had bad coorparate images until they started to recycle bags and they also added healthy menu, happy meals over time is increasing its demand as kids likes to get a toy with their meal and also its a good choice of meal. Direct Marketing – McDonalds uses direct marketing through the parents to the children to sell happy meal, also they sell it via drive-through by offering “Happy Meal”.

Personal selling – McDonalds uses personal selling and staff which are appointed for personal selling they are the one who perform the activities regarding selling up of goods to customers and almost every time if you order something one of the staff members will ask you do you want fries or drink with that and if someone comes with the kid they will offer happy meal for them. Sales promotion – McDonalds uses sales promotion through organizing various contests, programs, functions and promoting different choice of products in the happy meal.

Also they uses their happy meal box to advertise latest movies and a lot of different events that children finds it attractive. Sponsorship – No one expected, but 2012 McDonald’s was the biggest sponsorship for London Olympics Games and from my view of point that was a very smart move, because they made a lot of profit out of it, because they was selling their fast-food during Olympics and moreover they had so much advertising that just increased their market share and even improved their corporate image.

Publicly and public relationship –yes they have healthy opton adn they are part of the olympics Public relations – McDonald’s are improving their public relations over the years and their “Happy Meal” is favourite choice for the kids. To improve their public relations McDonald’s have created their “Facebook” and “Twitter” pages also they setup and YouTube channel to keep the customers updated with the latest products and promotions. Recommendations McDonalds

In my opinion McDonalds should still try to improve their corporate image, because they had a lot of bad stories about their business that their food contains bad ingredients that are dangerous for your health so in order to do that they could decrease fat content and try to add more healthy options in their menu. Another good recommendation would be more choises in happy meal such as different burgers or drinks. All in all McDonalds is a strong brand and these recommendations would not affect them a lot, but still too maximise profit and customer satisfaction they must follow every single smart recommendation possible.

Coca-Cola Coca-Cola had a lot of bad stories in past and a lot of them has to do with business ethics and not being environmentally friendly therefore they made their corporate image bad for a while, and some people still remember those things. In order to improve their corporate image Coca-Cola should try to be more energy efficient, recycle more of their products, make more events and charities, create new products and keep their products at competitive price. All in all coke is most popular soft drink in the world and it going to stay for a long time if they keep doing good job.