Coca cola marketing mix marketing 421 november 20, 2012 coca cola marketing mix in 1886 the coca cola drink was created by john pemberton, an atlanta pharmacist, that by curiosity he mixed carbonated water with a fragrant caramelcolored liquid, he took the drink to his pharmacy and had it sampled by his customers who all agreed that this new drink was something. Didnt cocacola just nail marketing and reverse psychology in the above picture. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Range of brands owned by the company includes coca cola, diet coke, coca cola zero, sprite, fanta, powerade, minute maid, aquarius, dasani, schweppers and others. The cocacola company is one of the largest manufacturers, distributors and marketers of. Advertising is a key strategy for cocacolas growth. The second a is for affordability is for pricing and the third a is for acceptability which stands convincing the customer to buy the product. This session, we will be conducting a strategic analysis of the coca cola company. This audit examines the internal and external operating environment, the varied strengths, weaknesses, and other market forces driving change at cocacola. Each subbrand of coca cola has different pricing strategy. Coca cola started with a pricing strategy based on the basis of competition. It pays the rent and is your bread and butter marketing should be easy to do and only consumes 50% of your time. The coca cola company is a leader in the cokes industry, with thousands of employees and offices in the entire world, making it an emporium of beverages.
Marketing strategy is an idea which grows from the seed of value proposition enabling the company a. The outcome of this case is use a completed external and internal analysis of the coca cola company, in the completion of a swot. Announced today in paris by coca cola executives, the campaign ads have rolled out across more than 200 countries worldwide. Cocacola company to understand the consumer insights that shape the nonalcoholic readytodrink nartd beverages industry and are excited about the. Discussion and analysis of the marketing strategy of coke zero in. Interview guides were administered among senior managers at cocacola kenya to collect data.
Coca cola company manufactures and sellspromote soft drinks and beverages so it has wide variety of market available to it. Sep 07, 2016 coca cola company uses email, social media networks to interact directly with its consumers. The first a is for availability of the product to the customers. Pemberton, an atlanta pharmacist, when he tried to. Brand looks like the relationship between a product and its. Cocacola designs a contentbased marketing strategy to drive consumer conversations, inspire purchases, and enhance brand value. Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of cocacola that maintains the same taste. Marketing strategy and plan coca cola drink companies free. Introduction and summary of the company coca cola is known as soft drink of the world bell, 2004. Coca cola strategic management linkedin slideshare. Business strategy for cocacola company research paper. Factors considered will include an examination of which components are expended in regards to the integrated approach, the comparative importance of the components, component efficiency, and the overall success of the imc approach.
However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas. Especially on some occasion coca cola reduces its rates like in ramadan coca cola reduces its rate unto 5 rupees on 1. The following three markets can be best applied to the coca cola company. The coca cola company follows a broad differentiation strategy. Since coca cola operates in more than 200 countries. Corporate strategy direction of cocacola by youngtae jo on prezi. In india they have captured even the rural market by extensive distribution. New coke originally had no separate name of its own but was simply known as the new taste of cocacola until 1992, when it was officially renamed coke ii. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. Aug 03, 2015 the company has announced one brand marketing campaign that is aimed to unite four different brands coca cola, diet coke, coca cola zero and coca cola life under the umbrella of coca cola. Creating brand value through content excellence geniusworks. The cocacola company marketing plan free essay example. The product is controlled by the coca cola company, a.
In coca cola marketing mix, promotions and place plays a major role in building the brand. In mass market the seller massproduces, mass distributes and mass promotes one product to all buyers. Doc project report on marketing strategies of coca cola. You do this by integrating your brand strategies through your company at every point of public contact. New coke was the unofficial name for the reformulation of cocacola introduced in april 1985 by the cocacola company to replace the original formula of its flagship soft drink, cocacola also called coke. Coca colasri lanka coca cola beverages sri lanka ltd ccbsl, located in biyagama. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet.
This is why the company pushed towards decentralization in the nineties, and even more so recently. It is best known for its flagship product, cocacola, and is. Cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in its home market. Cocacolas headquarters are in atlanta, georgia, in america. Apr 04, 20 cocacola company historical strength came from operating as a multilocal business that for a very long time relies mostly on the insight of local bottling partners. Cocacola through promotional campaigns want to demonstrate how good their brand is, this can be done through various strategies, such as personal selling cocacola stalls at public events, sales discounts in shopping centres research has shown that, cocacola tends to spend large sums on advertising, for instance in 1987 the company made.
With the presence in more than 200 countries and the daily average servings to 1. Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. Jun 03, 2011 cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in its home market. Advertising strategy of cocacola at cocacola beverages pvt. Corporate strategy direction of cocacola by youngtae jo. Nowadays more expenses are spent on advertising by soft drink companies rather than on manufacturing. The analysis will be on these points 1 sustainability and road map to success, 2 strategy remain same with the changes in technology, 3 continuity in strategic direction and continuous improvement 4 the myth of. Sep 08, 2018 distribution strategy in the marketing strategy of coca cola it uses several sales and distribution models depending on market, geographic conditions and the customers profile. Global advertising strategy and creative excellence at the cocacola company, is a terrific resource for anyone who wants to know what content strategy means, and how a conglomerate of the size of coca cola is translating the content based marketing strategy into their plans. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us. In order to achieve this mission, they are creating value for their consumers, bottlers, and their communities. Coca cola companys mission statement is to maximize shareowner value over time. The consumer can also contact through helpline number.
Thats why the global strategy of cocacola allows its business in more than 200 countries to act according for local laws, local culture, and local needs and so on. The cocacola company chairman and chief executive officer muhtar kent said. Pdf the strategic positioning of cocacola in their. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. The third keystone of cocacolas content marketing strategy is the offering of stories that are categorized in different topics such as history, brands, sustainability or music, for instance the cocacola company, 2015. This report serves as a comprehensive marketing audit of cocacola. The product is controlled by the cocacola company, a. Interview guides were administered among senior managers at coca cola kenya to collect data.
This paper performs a strategic analysis of the coca cola company, a leader in the beverage industry. Pdf operation strategies for cocacola vs pepsi companies. Coca cola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Marketing strategy analysis of coca cola essay sample. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the coca cola company. Content marketing strategy in implementation, from cocacola. What makes coca colas marketing strategy so successful. The cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, which is headquartered in atlanta, georgia. Advertising and marketing campaigns have considerably increased the cocacola companys brand power over the years. Cocacola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. Because of this, coca cola has come up with long term objectives. Stay connected to your students with prezi video, now in microsoft teams.
Associating targeted customers with the demanded productthe next objective of coca cola in opting of integrated marketing communication was to make associate the targeted customer health conscious with coca cola life. The level of marketing spending to advertise lower sugar, no sugar and no calorie beverages has been doubled in 2015 2. Integrated components used the integrated components. Its effects over the companies worldwide have been astonishing, especially over publiccentric domains like automobiles, beverages etc. Analysis of brandlevel strategic pricing between cocacola company and pepsico. Vision the cocacola company ko cocacola investor relations. Coca colas objective is to target every consumer of the country so coca cola has to. Coca cola market plan and market research free essay example. Jan 01, 2015 it allows them to conduct business on a global scale while at the same time maintain a local approach. Coca cola company operations and strategies business essay. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Because of this, cocacola has come up with long term objectives.
Marketing mix of coca cola 4 ps of coca cola coca cola 4. The brand development strategy of coca cola comprised redesigning. It is a strategy used by business or corporation that seeks to sell a type of product in numerous markets. From the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than 3500 products. Marketing strategy of coca cola coca cola strategy. Nov 29, 2012 coca cola through promotional campaigns want to demonstrate how good their brand is, this can be done through various strategies, such as personal selling coca cola stalls at public events, sales discounts in shopping centres research has shown that, coca cola tends to spend large sums on advertising, for instance in 1987 the company made. The research shows on how coca cola company achieves their success in nowadays by marketing success factors. Marketing theory case of the coca cola company the. Specific activities like product placement during the holidays help the cocacola company keep up with the timetable. When you watch the videos youd be forgiven for immediately thinking that this is the usual brand or corporate rhetoric, but if you dig deeper theres, not surprisingly, much that we can take from what coke are saying. Part of the new coca cola content strategy is applying a 702010 investment principle to creating liquid content. In a 7 to 10page paper, integrated your external and internal company analysis, completing a formal company swot. Jan 21, 2016 coke also announced that all brands coca cola, diet coca cola, coca cola zero, and coca cola life under the coca cola company umbrella will be united under the same creative campaign, in a huge shift of strategy.
The cocacola companys strategy is based on three pillars. Due to this reason, in every marketing campaign and media the company were highlighting the same tag line sweetness from natural sources. In marketing plans it has typical structure with respective purpose which is incorporated while developing marketing plan for cocacola company. Cocacola started with a pricing strategy based on the basis of competition. Supporting an event, race, function or contest is also a type of promotional activity, through a company can achieve promotional objectives. Coca cola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. Aug 19, 2019 from the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than 3500 products. Discussion and analysis of the marketing strategy of coke. Coke has brought in a revolution especially in indian markets with the rs. Coca cola marketing strategy with respect to overall cost marketing strategies employed by coca cola and pepsi cola and their effectiveness types of marketing strategy.
It is important for the company to connect to the customers through different channels. It was invest by dr john pemberton, who was a pharmacist in atlanta. The drink did not have bubbles at that time and started selling at soda fountains. Coca cola is the worlds most favorite brand and is available all over the world. Major competitors of coca cola research paper example. Marketing strategy of coca cola and pepsico in microeconomics and strategic management, the term horizontal integration describes a type of ownership and control. Cocacola company ruled the softdrink market all through t he 1950s, 1960s, and early 1970s in this chess game of big firms. An example for such successful implementation of marketing strategy is coca cola.
Coca cola company ruled the softdrink market all through t he 1950s, 1960s, and early 1970s in this chess game of big firms. Announced today in paris by cocacola executives, the campaign ads have rolled out across more than 200 countries worldwide. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the us market in 2005, as a sugarfree version of coca cola that maintains the same taste. Cocacola life launched with integrated marketing t1. This was a case study and only primary data was used for the study. We are a global business that operates on a local scale, in every community. The international strategy of coca cola company marketing essay. Marketing strategy analysis of coca cola essay example. Cocacola company currently offers more than 500 brands, including diet and light beverages, water, juices, tea, coffee, energy drinks and sports drinks, in over 200 countries or territories and serves over 1. The research shows on how cocacola company achieves their success in. Cocacola company marketing strategy is based on 3 as that are availability, affordability and acceptability.
The company has superior quality beverage products, packaging, high brand image and recognition, the coca cola system, beregaes. Multinational model strategies used by coca cola company. Coca cola drink companies 1 download 11 pages 2,7 words add in library click this icon and make it bookmark in your library to refer it later. Coca cola marketing strategy essays the cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The company and its subsidiaries employ nearly 31,000 people around. The 4 ps of coca cola include the product, the price, the place and the promotions. According to one brand marketing campaign coca cola advertising via various channels will feature all four different brands of coca cola as illustrated in. Cocacolas new marketing strategy taste the feeling. Marketing strategy of cocacola linkedin slideshare.
Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Now different companies have got different brand names. This case study examines the coca cola imc approach as described in the cola war blog. The coca cola brand is globally valued and recognized. Business strategy march 24, the strategic analysis of the coca cola company this paper will provide the analysis of mission, vision, objectives of the coca cola company. Last month, cocacola launched a bold shift in branding, called the one brand strategy in 11 markets, starting with the u. The distribution system of coca cola follows the fmcg distribution pattern. Coke also announced that all brands cocacola, diet cocacola, cocacola zero, and cocacola life under the cocacola company umbrella will be united under the same creative campaign, in a huge shift of strategy. The cocacola brand is globally valued and recognized. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Furthermore, it is remarkable that the mixture of categories seems to follow a certain structure. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. Organizational structure of coca cola company the coca cola company realizes that it needs to be able to meet the ever changing demands of its customers.
Enjoyed more than 685 million times a day around the world cocacola stands as a simple, yet powerful symbol of quality and enjoyment allen, 1995. The marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. An evaluation of marketing strategies undertaken by coca cola. It contributes to the highest sales of soft drinks globally.
This article is by larry lucas, partner at vivaldi partners group. Project report on marketing strategies of coca cola submitted by acknowledgements. The cocacola company implements two very important market structures. In venezuela, we continually adjust our business model to serve our consumers and clients. Its world headquarters is based in atlanta, georgia.
Coca cola company is one of the fastest growing multinational enterprises in nigeria. Market penetration pricing policy in an economy like that of pakistan, consumers tend to switch towards a low priced product. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Coca cola is one of the most leading company in soft drink beverage industry. For almost a century, the company has been synonymous with one of the best ways to escape the excruciating heat by chugging the soft drink, and the addictive delicio. Coca cola s headquarters are in atlanta, georgia, in america. Mar 21, 2014 the coca cola company is a leader in the cokes industry, with thousands of employees and offices in the entire world, making it an emporium of beverages.