Coca cola posted 8 per cent volume growth in the octoberdecember. Marketing mix click here to read the marketing mix of coca cola. Being addicted to cocacola also is a health problem, because drinking of cocacola daily has an effect on your body after few years. A product mix classified according to width, length depth and consistency. Researchers usually conduct market research through surveys in order to collect information from customers or potential customers. As cmis joe pulizzi said last month, cocacola is betting the farm on brand content marketing whats fascinating about cocacolas foray into content marketing isnt just that a beverage producer has recognized the value of using content. He distributed thousands of complimentary cocacola glass coupons. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Strategic marketing plan for cocacola 2016 technical report april 2016 doi.
Relationship marketing strategies by coca cola prezi. The new campaign billed taste the feeling pushes the product centerstage in an attempt to win back some of the drinkers in the struggling soda category. Cola black 2006,diet coke plus 2007, coca cola orange 2007,summer of us coke range 20072008 growth rate of coca cola in india. Us market in 2005, as a sugarfree version of cocacola that maintains the same taste. The product is controlled by the cocacola company, a. Aug 03, 2015 coca cola applies sales promotion marketing in various formats. Its products can be found in over 200 countries around the world. Coca cola targeting and positioning segmentaonenablesbrandstode. Pdf coco cola marketing strategy and market plan ekin duran. 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. This session, we will be conducting a strategic analysis of the coca cola company. This study tried to identify the impact of operation strategies for coca cola vs pepsi companies to attract their customers. 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. Cocacola have a high market share, competitor pressure has forced customer sensitivity to price to be fairly high, sales volume is of course high and profit margin is fairly low as the cocacola products are fast moving consumer goods.
To fully understand how they act, lets discuss the components of their marketing strategy. Coca cola is one of the worlds leading nonalcoholic soft drink manufacturers. Nothing but global dominance and profit, despite coca colas negative effects on human health and environment. Coca colas overall net operating revenues were down 4 per cent to usd 11. Marketing strategy of coca cola coca cola strategy. According to one brand marketing campaign coca cola advertising via various channels will feature all four different brands of.
It contributes to the highest sales of soft drinks globally. May 10, 2019 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. Jun 14, 2015 coca cola used seven key design and marketing strategies, which made it as recognisable in the streets of shanghai as in its hometown of atlanta by the 1920s, says coca cola vp of innovation and. Cocacola has effects on the teeth which is an issue for health care. A tale, told by an idiot, full of sound and fury, signifying nothing. Introduction the organisation we have chosen to assess the use of branding is cocacola. Sustainable growth of the company, keeping pace with the market to ensure its future presence. Pricing strategy on the right is a marketing tool to work out pricing strategy.
The 4 ps of coca cola include the product, the price, the place and the promotions. Not changing the logo till date is the best strategy adopted by cocacola. Creating a strategic marketing plan this marketing plan template is designed to facilitate analysis, planning and communication of your strategic marketing and communications plan. 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 two main target markets are active youth, and the hispanic markets. 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. For more than 100 years, cocacola has been one of the worlds foremost practitioners of what they call oneway storytelling. This article represents a critical analysis of marketing communications materials used by coca cola company, a global beverage manufacturer and retailer based in georgia, united states. Marketing strategies employed by coca cola and pepsi cola and. Previous failed marketing strategies such as coke zero and desani.
If b2b marketers are looking for more reason to take up the content marketing torch, they should look no further than the cocacola company. Coca cola has intense competition with pepsi so its pricing cant exceed too much nor decrease too much as compared to the price of pepsi cola. Coca cola is one of the most leading company in soft drink beverage industry. Jan 21, 2016 the new campaign billed taste the feeling pushes the product centerstage in an attempt to win back some of the drinkers in the struggling soda category. This study tried to identify the impact of operation strategies for cocacola vs pepsi companies to attract their customers. In order to achieve this mission, they are creating value for their consumers, bottlers, and their communities. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. Cocacola is the most popular and biggestselling soft drink in history, as well as the bestknown product in the world.
The coca cola company manufactures syrups, concentrates and beverage bases for coca cola, the companys flagship brand, and also produces over 230 other softdrink brands sold by and its subsidiaries in nearly 200 countries around the world. Pricing strategy today, it became quite popular for startups, for a day or two, to offer their service or a product for free, and then increase their prices. A study on the marketing strategies for millenniums. Discussion and analysis of the marketing strategy of coke. It discusses the current strategic marketing strategies that are being planned and implemented by the company for attracting and retaining the customers. Swot analysis click here to read the swot analysis of coca cola. Some of coca cola s latest domestic marketing strategies include coke dominating fountain sales. Dec 04, 20 introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. Coca cola also owns 160 kinds drink brands in 200 countries, is a maximal the whole world juice drink dealer include the minute maid brand including that soft drink, motion drink, milk kind drink the product, juice, tea and coffee, before first coca cola of usa row be that the person gets the market share over 40%, sprite is that the. Non cola segment constitutes for over 35% of the market. As a result, the volume sold decreased, cce lost market shares, and reported operating income was negative.
It sells a variety of sparkling and still beverages. Coca cola case study introduction the purpose of this paper is to present a strategic marketing plan to identify and evaluate new business opportunities for coca cola amatil, a leading beverage manufacturer based in australia. 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. Sep 08, 2018 coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Apr 21, 2011 the coca cola company should address external technological threats by investing directly in applied research to improve recording and monitoring of the sales, production and delivery process between the coca cola company and the bottling companies p. Pdf the strategic positioning of cocacola in their. Soon after the formula was sold to asa g candler in 1889, who converted it into a soda drink, the real marketing began. Cocacola marketing strategy is one of the most complete and diverse strategies today. Pepsico marketing strategies pepsi co business free 30. Coca colasri lanka coca cola beverages sri lanka ltd ccbsl, located in biyagama.
Sep 07, 2016 the key strategies of the coca cola company include. It generates 60% of its revenue and about 80% of its operating profit from outside the united states. Ignacio bermudez patricia alonso jose alonso ines banos thanks for your attention. Instances of sales promotion applied by the company include but not limited to the offer of a free cooler bag if a customer commits to a specific amount of a minimum purchase, offer of a seasonal christmas caravan pack that comprises coca cola glass and other souvenirs, buy 2. Product is the first and most important element of the marketing mix. In marketing plans it has typical structure with respective purpose which is incorporated while developing marketing plan for coca cola company. Branding is one of the most important aspects of any business, large or small. 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. Pdf cours complet marketing en pdf telecharger pdf. Whats fascinating about cocacolas foray into content marketing isnt just that a beverage producer has recognized the value of using content to engage its audience. Jan 01, 2015 enjoyed more than 685 million times a day around the world coca cola stands as a simple, yet powerful symbol of quality and enjoyment allen, 1995. The products are said to bring joy, as apparent from coca colas latest tagline little drops of joy.
Pdf operation strategies for cocacola vs pepsi companies. Introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. Creating a strategic marketing and nc state university. Advertising is a key strategy for coca cola s growth.
Recommendation of feasible strategies to retain its customers the coca cola company should keep on doing more and more promotional activities in the future. 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. It provides an environment analysis of the company using swot analysis. The analysis will begin with a brief background of the company including company mission statement and business objectives. Cocacola with its rich history and legacy of over a decade, with its exceptional marketing strategies and a supreme portfolio consisting of over 500 beverages. The cocacola company manufactures syrups, concentrates and beverage bases for cocacola, the companys flagship brand, and also produces over 230 other softdrink brands sold by and its subsidiaries in nearly 200 countries around the world. Discussion and analysis of the marketing strategy of coke zero in. The products are also marketed as consistent and of high quality. Coca cola is a very successful brand that has been established for many years.
Coca cola took the opportunity to put an idea that, in the past, was impossible to test. The worldwide popularity of cocacola was a result of simple yet groundbreaking marketing strategies like consistency. Coca cola companys mission statement is to maximize shareowner value over time. Coca cola uses competitive positioning strategy to be way ahead of its competitors in the nonalcoholic beverages market. Marketing strategy contents introduction and summary of the company.
Nowadays, economies are becoming more entwined than ever, any possible. The main strategy and slogan of the company are availability, affordability, and acceptability of the brand throughout the entire world. As a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. Additional resources and worksheets are references throughout the document to assist with more detailed planning in specific areas. Advertising strategy of cocacola at cocacola beverages pvt. Poduct strategy calls for making co ordinate decisions on product mixes of coca cola. Cocacolas new marketing strategy taste the feeling. Coca cola targeting and positioning universitas brawijaya. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on. The campaign created longlasting impressions, an act that surely lead to brand loyalty for both parties. In a 7 to 10page paper, integrated your external and internal company analysis, completing a formal company swot. Politics there are not any legal factors affecting the marketing of this product.
The outcome of this case is use a completed external and internal analysis of the cocacola company, in the completion of a swot. Its own or license as well as market more than 500 beverage brands along with a variety of juices, enhanced waters, energy and sport drinks, readyto drink coffees and teas, etc. In this few minutes we will try to let you know a little bit more about both firms. It also has got sugar by which continuous drinking of cocacola may cause health problems. The products are associated with having a good time with friends and family and enjoying everyday life.
Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. In marketing plans it has typical structure with respective purpose which is incorporated while developing marketing plan for cocacola company. Implementing a new gotomarket strategy at cocacola. Jan 17, 2012 the coca cola marketing strategy recalls shakespeares macbeth. Cocacola also owns 160 kinds drink brands in 200 countries, is a maximal the whole world juice drink dealer include the minute maid brand including that soft drink, motion drink, milk kind drink the product, juice, tea and coffee, before first cocacola of usa row be that the person gets the market share over 40%, sprite is that the. The international empire of coca cola spans more than 200 countries. The cocacola marketing and distribution essay example. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world.
Pepsico marketing strategies pepsi co business free. Cola products account for over 60% of the total soft drink market and include popular brands such as cocacola, pepsi, and thumps up etc. Some of the authors of this publication are also working on these related projects. Some of cocacolas latest domestic marketing strategies include coke dominating fountain sales.
The brand development strategy of coca cola comprised redesigning. The cocacola company should address external technological threats by investing directly in applied research to improve recording and monitoring of the sales, production and delivery process between the cocacola company and the bottling companies p. Today, cocacola is an internationally recognized soft drinks company with ambitious. Pdf strategic marketing plan for cocacola 2016 researchgate. Marketing strategies of coca cola 1 linkedin slideshare. Coca cola sri lanka coca cola beverages sri lanka ltd ccbsl, located in biyagama. When using technology to promote your products or services, consider how you can create action, rather than talk. Coca cola position its products as refreshing and thirst quenching. A discussion of the target markets and marketing strategies of coca cola and pepsi cola, as described in their websites. Project report marketing management product strategy of. Pepsico marketing strategies free download as powerpoint presentation. Cocacola has actually produced two videos see videos below that outline the reason for this new initiative and how it plans to execute its plan. Cocacola used seven key design and marketing strategies, which made it as recognisable in the streets of shanghai as in its hometown of atlanta by the 1920s, says cocacola vp of innovation and. We are going to focus on their marketing strategies, but first we need to.
The cocacola company is one of the leading american beverage company having its network all over the world. Pemberton, an atlanta pharmacist, when he tried to create a distinctive syrup which can be sold at soda fountains. The company has a large product portfolio of sparkling and still beverages. Then janta party beats the congress party and the central government was changed.
Its product portfolio consists of roughly more than 400 brands. See discussions, stats, and author profiles for this publication at. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us. Coca cola is the worlds bestknown beverage company. The web pages of coca cola and pepsi cola target specific markets with their similar marketing methods. Its bottling investments groups big volume grew 7 per cent in the quarter on a comparable basis, led by germany, china and india, after adjusting for the net impact of structural changes. Cola products account for over 60% of the total soft drink market and include popular brands such as coca cola, pepsi, and thumps up etc. Coca cola company operations and strategies business essay. Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. It is one of the top companies of the world and has remained as the number 1. 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. The outcome of this case is use a completed external and internal analysis of the coca cola company, in the completion of a swot. It traditionally manufactured concentrates, syrups and powders and sold them to authorised bottling partners, who converted them.
Joe pulizzi over at the content marketing institute recently shared a fascinating video presentation from cocacola about their upcoming marketing strategy the short version. This session, we will be conducting a strategic analysis of the cocacola company. Understanding structural equation modeling view project the creativity and. Marketing strategies employed by coca cola and pepsi cola. Strategic marketing plan cocacola 2 executive summary this report aims to highlight the marketing planning of coca cola company. Coke as a brand in itself tries to substitute the entire soft drink. Challenged by this situation, management decided to shift focus from volume growth to optimizing operating income. Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities around the world.