COCA COLA ADVERTISING

Coca Cola Advertising

Coca Cola Advertising

Introduction

The purpose of given work is studying theoretical bases of advertising activity and their practical application on the example of JV “Coca-Cola Almaty Bottlers” LLP.

The analysis of advertising activity

The system of distribution and selling of products is based on the analysis of changes in demand and offer of competitors.

One of the most important and critical decisions which should be made by management of the company is related to sales of products, in particular, about distribution channels.

The system of distribution and selling of products is based on the analysis of changes in demand and offer of competitors.

One of the most important and critical decisions which should be made by management of the company is related to sales of products, in particular, about distribution channels.

In connection to this, the company uses two basic distribution channels. It is Direct Delivery and HoReCaDi. Direct Delivery includes markets, small shops, supermarkets and bazaars. HoReCaDi (abbreviation of hotel, restaurant, café, disco). This abbreviation is used all over the world for division which deals with these organizations. From figure 1, we can see that 77 % of sales come from direct delivery, it is obvious that the price factor plays an important role in selling products (the average price for product, in capacity 1ltr. is equal 70 tenges). And only 23 % comes from HoReCaDi where average price for 1 ltr is equal to 150 - 200 tenge, which leads this channel to slow development. (Fig. 1)

[Figur 1]

In marketing activity of "Coca-cola Almaty Bottlers" there are two primary goals and simultaneously two mainstreams of work:

Development and realization of overall marketing policy (behavior in the market) and business strategy of development of the enterprise with the purpose of constant increase in its incomes;

Development of public relations ...