1. Unit Three Marketing Aims and Objectives
Coca Cola
Unit Three
Marketing Aims and Objectives

2. Starter
You need to make sure you always reference the sources you have used:
You need to use the Bibliography Sheet set up for you
If you start this from the beginning it will be easier than trying to work it out at the end!

3. Company Background Write up a Coca Cola Company Background
Include information on:
How it was founded and what they stand for
Their current Corporate Objectives
What they current produce
The size of the market and their market share.
Use the Coca Cola website and your own research. .

4. Brands
Take a look at the list below that shows the world’s top 10 brands in 2002 (as measured by value ($ billions))
1 Coca-Cola ($69.6) 2 Microsoft ($64.1) 3 IBM ($51.2) 4 GE ($41.3) 5 Intel ($30.9) 6 Nokia ($30.0) 7 Disney ($29.3) 8 McDonalds ($26.4) 9 Marlboro ($24.2) 10 Mercedes ($21.0)
Source: Interbrand; JP Morgan Chase, 2002

5. Coca Cola Aim
“To Refresh the World... in body, mind, and spirit, to Inspire Moments of Optimism... through our brands and our actions and to create Value and Make a Difference... everywhere we engage.”

6. Coca Cola Corporate Objectives
Profit: Maximizing return to shareowners while being mindful of our overall responsibilities.
People: Being a great place to work where people are inspired to be the best they can be.
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs.
Partners: Nurturing a winning network of partners and building mutual loyalty.
Planet: Being a responsible global citizen that makes a difference.

7. MARKETING OBJECTIVES CORPORATE OBJECTIVES MARKETING OBJECTIVES
Understanding customers’ needs
Developing new products
Increasing brand awareness
CORPORATE OBJECTIVES
MARKETING OBJECTIVES
Improving profitability
Improving market share
The organisations’ overall goals
Diversification
Re-launch of product

8. Your Marketing Objectives
Marketing Objective One:
To understand our customer needs
Marketing Objective Two:
To develop a new product
Marketing Objective Three: ?
Marketing Objective Four:

9. Objective write up You choose two more objective?
will help you with this process
For each objective write in to your report how they fit with:
the brief you have been given
Coca Cola Corporate Objectives and current activities.