 Place- Page...................................................................... 5

 Price- Page..................................................................... 6

 Promotion- Page.....................................................................6-8

 Consumer- Page.....................................................................8-9

 Competitor- Page.....................................................................9-10

 Company- Page.................................................................. 11-12

 Condition- Page.................................................................. 12

II. Conclusions and Implications for the Future

 Summary- Page.....................................................................12

Coca-Cola Enterprises is the world's largest bottler of liquid, nonalcoholic refreshment. They are in the business of marketing, producing and distributing liquid nonalcoholic beverages to their customers and consumers. Their primary corporate objective is to increase shareowner equity

Every company generally focuses on one theme for their advertising campaign. They do that to eliminate confusion to the consumer by not giving them too many concepts to grasp at once. In the case of the long grudge match between Coke and Pepsi, Pepsi attempts to target the youth and new wave of energetic thinkers; while Coke focuses on creating, " The American Institute " image. Pepsi has been making different types of products and have been selling them all over the world. Like wise Coke also has a variety of 300 different types of products and is located in 200 countries. Coke is the world's largest manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups. In 1990, they sold 16.5 billion unit cases. The Coca-Cola Company is the global soft drink industry leader with headquarters in Atlanta, Georgia. This company employs nearly 30,000 people around the world.

In an informal interview with Coke, a spokesperson said that their target segment is proprietary information. This simply means that they can not be specific because this is not public information that they can give out. However, the spokesperson went on to say that their promotions basically target anyone that wants to consume their products. One of bases for segmentation that Coke uses to segment the market is use-situation segmentation. In an effort to increase Coke consumption, the company challenged the customer usage of coffee as a breakfast drink by encouraging the notion of using its popular Coke Classic as a morning drink. Coke also uses brand loyalty as the basis for segmentation. They reward frequent customers by giving them a prize after they have collected a certain number of points from the packages of Coca-Cola.

According to the 1999 National Consumptive Goods Survey Coca-Cola was internationally named favorite soft drink for the fifth straight year, the survey was conducted by the Central Viewer Survey Consulting Center. Coca-Cola finished well ahead of its nearest competitors in each of the three survey categories: which included market share, brand awareness and best brand. The survey found that Coke ranked first with a 43 percent market share while in terms of awareness, Coke was an overwhelming winner, scoring more than 75 percent. Forty-four percent of the respondents named Coca-Cola the best brand. But the good news didn't stop their, two of the top three soft drinks brands in this independent survey were from The Coca-Cola Company with Sprite finishing a close third.

Quality has always been Coca-Cola's main priority to its customers and consumers from the first day of the company's inception; the focus has always been on quality and hardly ever on price. Coke has made no ads in reference to pricing among its competitors, however "Coke" is a strong believer in comparative advertising. Usually coke's comparative advertising focuses on its main competitor, PepsiCo.

Some of the success of Coke is due to the fact that is satisfies the needs and motivation of its consumers. However, that is not always the case. For example, in 1985 the Coca-Cola company decided to change its traditional formula and introduce "New Coke". Soon after the company realized that their consumers were not buying the New Coke because they felt their "freedom to choose" was taken away. So the company then reintroduced the original formula as "Classic Coke" to meet the consumers need to have their freedom to choose. Coke also tries to appeal to their consumers' personality. For instance, Coca-Cola is associated with red, which suggests excitement or passion and many times Coke is served at sporting events where there are many people who want excitement.

Coke has six major beliefs that its company follows. One, consumer demand drives everything. Six billion people a day decide whether or not to buy their products. They also have sixteen million consumers worldwide, which goes without say that the customer is ever

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