Cocacola is the biggest nontechnology company in the world. The international empire of coca cola spans more than 200 countries. The marketing strategies which were made by cocacola company to win the cola war in 1990s had been very successful as cocacola company had a total market share of 48. Every business irrespective of its size needs to have definite goals in order to expand the business. The coca cola brand is globally valued and recognized.
The parent product of the company is cocacola drink, which is a flagship product. Cocacola is launching a new brand purpose, better when were open, in europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view. The coca cola company has been under the leadership of kent muhtar, as its chairman and ceo since april 23, 2009. Coke as a brand in itself tries to substitute the entire soft drink. Apr 24, 2018 this is where coca colas marketing strategy kicks the door open and launches campaigns that involve attachment of companys values to practical emotions shown by the customers. Pdf coco cola marketing strategy and market plan ekin duran. Discussion and analysis of the marketing strategy of coke. 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. Each market in the company had a set of clear revenue growth management initiatives, ranging from identifying new revenue pools and improving mix to. The most important element of the marketing plan is a marketing strategy. To support the changes, the soft drink brand has worked with four different agencies mercadomccann, sra.
Pricing strategy today, it became quite popular for startups, for a day or two, to offer their service or a product for free. Cocacola marketing strategy is one of the most complete and diverse strategies today. Identifying market segments andtargets formarketing strategy. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated. This equity is derived from peoples willingness to pay a premium for the brand and an unwillingness to accept substitutes.
It sells a variety of sparkling and still beverages. 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. Giant soft drink company coca cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program consequently it is seeking the help of polianitis marketing company pty ltd to develop a professional marketing plan which will help the business achieve its objectives more effectively and efficiently, and inevitably regain. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Oct 31, 20 leadership strategy of coca cola company limited. The background of the company clearly illustrated in the beginning of this paper as well as the mix product of marketing. Discussion and analysis of the marketing strategy of coke zero in. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. In the sense they charge different prices for products in different segments. Pdf strategic marketing plan for cocacola 2016 researchgate.
Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Coca cola s headquarters are in atlanta, georgia, in america. An example for such successful implementation of marketing strategy is coca cola. The brand development strategy of coca cola comprised redesigning. Sep 08, 2018 this is something that cocacola has been the master of for over 100 years. Mar 21, 2014 marketing strategies of coca cola company 1. Apr 15, 2020 coca cola marketing strategy vintage coca cola ad. Apr 18, 2016 this video is about coca cola s marketing campaign strategy. Apr 26, 2019 opinions expressed by forbes contributors are their own. Cocacola marketing plan the coca cola company coca cola. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection.
Marketing strategy is the way, path, and process to achieve marketing. Therefore, coca cola can operate under the multidomestic strategy. Francisco crespo, svp and chief growth officer at the cocacola company, doesnt just provide. Coca cola is a multinational corporation having its route in almost every part of the world. Effects of marketing strategies on organizational performance international journal of business marketing and management ijbmm page 2 as a subsidiary of the a. Analysis of brandlevel strategic pricing between cocacola company and pepsico. To fully understand how they act, lets discuss the components of their marketing strategy. The renowned global drinks brand cocacola has been going through a change from the inside out. Leadership strategy of cocacola company limited premium. Coca cola is one of the most leading company in soft drink beverage industry. Jan 24, 20 coca cola was a huge success in the us and by the 1900s it had expanded into 8 other countries and counting.
Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities 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. Marketing strategy contents introduction and summary of the company. Marketing strategy of coca cola coca cola strategy. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. However, the features of multidomestic strategy for coca cola are that they mutually extensive customize both their product offering and marketing strategies in different place with different national conditions. The product is controlled by the coca cola company, a. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Leventis group with the franchise to bottle and sell products of the coca cola.
The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us. Marketing objectives for coca cola have been discussed previously. Marketing strategy of coca cola coca cola marketing strategy. Today, it is enjoyed in over 200 countries worldwide. This video is about cocacolas marketing campaign strategy. The brand is present across more than 200 nations and is sold in packages of various sizes. Aug 03, 2015 coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca colas public relations, events and experiences and direct selling. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. Coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. The company has a large product portfolio of sparkling and still beverages. The beverage market is considered to be an oligopoly in which there are few sellers and many buyers.
To understand its product strategy, it is first important to know that coca cola is primarily a producer and marketer of concentrates and syrups. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops. Because of this, coca cola has come up with long term objectives. Download 12page marketing plan on marketing plan for cocacola 2020. Most famously the female sale increase from diet cokes tv adverts in the 90s. The coca cola company marketing strategy assignments box. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. Sep 07, 2016 smart stands for mmeasurable, aachievable, rreal, and ttime bound. This is where coca colas marketing strategy kicks the door open and launches campaigns that involve attachment of companys values to practical emotions shown by the customers. Cocacola takes one brand marketing strategy global with.
Coca cola marketing strategies free download as word doc. If a company plans to grow and progress, its essential to analyze and understand their current situation to formulate. Branding is one of the most important aspects of any business, large or small. Coca cola follows a 2nd degree price discrimination strategy in its marketing mix.
A strategy and marketing plan for coca cola ukessays. An evaluation of marketing strategies undertaken by coca cola. An indepth case study of cocacolas branding and marketing strategy in the age of sustainable development. Politics there are not any legal factors affecting the marketing of this product. The coca cola company directed by marketing mix that is clear performance differ from competitor so the company is single leader in beverage market. A study on the marketing strategies for millenniums focusing on india article pdf available february 2019 with 11,824 reads how we measure reads. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. So, the indian soft drink industry saw a dramatic change in the decade of 1990s. Below is the pricing strategy in coca cola marketing strategy. An evaluation of marketing strategies undertaken by coca cola company as a multinational. An insight into coca colas visual branding strategy. Pdf on feb 1, 2019, naama al tunaiji and others published coca cola strategy project find, read and cite all the research you need on researchgate. 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.
Heres how cocacola keeps its marketing strategy focused. It all started years ago, in 1886, when a confederate colonel in the civil war, john pemberton, wanted to create his own version of coca wine cola with alcohol and cocaine and sent his nephew lewis newman to conduct a market research with the samples to a local pharmacy jacobs pharmacy. Thus, by running the local responsiveness of coca cola is high. It turns out that where ever they are located, cocacolas advertising strategy creates a complete vaccum in the minds of its viewer, filling the void with just the flash of the bottle and. The secret behind cocacola marketing strategy youtube. Doc project report on marketing strategies of coca cola. The very fabric of cocacolas brand dna, architecture and identity are evidently going through a unification process, not only with itself but the. The report is also identified marketing strategies of the coca cola company which create opportunities for it to survive in the competitive. Coca cola marketing strategies pepsi co coca cola scribd. Other brands owned by the coca cola company that have a strong brand image. Oct 05, 2017 coca cola is the biggest nontechnology company in the world. Jan 14, 2019 bcg matrix in the marketing strategy of pepsi pepsi and diet pepsi pepsi zero sugar are the cola beverages in which pepsi deals in.
Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1. It is currently involved in retailing, marketing nonalcoholic beverage syrups, manufacturing and other stuff.
It generates 60% of its revenue and about 80% of its operating profit from outside the united states. Marketing strategy of pepsi pepsi marketing strategy. Pricing strategy on the right is a marketing tool to work out pricing strategy. These products serve as the principal raw materials for the enduser beverage products of the company.
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