1.	Historie nealkoholických nápojů

2.	Vzestup Coca Coly

3.	4 P Coca Coly

4.	Aktivity firmy Coca Cola

5.	Soutěžení s Coca Colou

6.

Shrnutí

7.	Použitá literatura

"3. The 4P’s of Coca – Cola

3.1. Product

The main product of this company is the homonymic Coca Cola, which introduces a time-proven quality, its structure is virtually complete and essentially unique and inimitable. In addition, the Coca-Cola company also produces other products, such as Coca-Cola Light, Sprite, Fanta, Bonaqua, Nestea, Powerade, Minute Maid, Cherry Coke and more. It is trying to address the widest range of potential customers.

3.2. Price

The price for the products of Coca-Cola is pretty high in comparison to Czech standards, but it is also the intention to reflect the cost of quality and tradition of the company. Because of this the company must contend with stiff competition trying to lure customers to the imitation of a much lower price.

3.3. Place

Good distribution channels are built for several years and are very important in building a brand of quality. Coca-Cola has already a proven and stable manner. Their products flow from manufacturers to wholesalers, then to retain and ends by the customer.
Different from the competition may be the vending machines, which can be found at each frequent place, and in which you can always buy your favourite Coca-Cola drink. Again, we can find here the effort that products are as accessible as possible and everyone could buy them. The beverage packaging is adapted to this as well. We can choose from the smallest bottles and cans from 0,3 L, 0.5 L, 1L to 2L bottles to have this drink everywhere and every time and not to bring the bit two-litter bottle e.g. to some cultural event or vice versa not to have a small can of 0.3 litter while doing sport.
Unlike competitors the company differs in the design of bottles themselves, especially in those made of glass being virtually unchanged. They are recognizable by touch and thus difficult to reproduce. It is the same with the plastic bottles that are well recognizable from the competitive ones.

3.4. Promotion

Advertising is what the company has dealt with since its establishment, i.e. since 1886, but it has always been painting and murals. The first billboards Coca-Cola created in 1925 and has always included some sort of eye-catching slogans such as "A refreshing break", "It's the true one", "Always Coca-Cola," etc. The same slogans, the company also presented on radio and in print.
The first commercial appeared on TV in the US in 1950 in the occasion of Thanksgiving celebration. Since then, television commercials are broadcasted continuously and we can meet them even today. As the company evolved, so has developed the commercial. Initially the goal was to raise awareness of the brand, expand it to the neighbourhood and then around the world.
Nowadays, the aim is a bit different. Since it is already a global company and almost everyone knows it, they focus more on customer retention. Thus it targets advertising at young people, because who will grow with Coca-Cola will always love to return to it. The commercials are thus full of young and entertained people on various occasions, social events, beaches, in their homes with family, etc."

Seminární práce pro Brno International Business School.