Giant soft drink company coca cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program. Coca cola marketing analysis project report swot analysis. Identifying market segments andtargets formarketing strategy. Coca cola fan page is the second largest fan page in facebook. The 4 ps of coca cola include the product, the price, the place and the promotions. The coca cola company uses a number of marketing mix strategies for its most valuable brand, coca cola. 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. The coca cola brand is globally valued and recognized. An analysis of market segmentation of the cocacola.
However, talking specifically about the market of pakistan, it can be seen that pepsi holds a much larger share of the total market as compared to coca cola. Cocacola beverage, cocacola currently offers nearly 400 brands in over 200 countries or territories and serves 1. Below is the pricing strategy in coca cola marketing strategy. The background of the company clearly illustrated in the beginning of this paper as well as the mix product of marketing. Coca cola was established in 1886 in atlanta by john pemberton. This video is about cocacola s marketing campaign strategy.
Cocacola takes one brand marketing strategy global with. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Effective marketing of coca cola besides coca cola s insistence on distributing their beverages to the far corners of mexico and their success in exposing as many mexicans as possible to coca cola on a daily basis, coca cola s aggressive marketing strategies in. Coke as a brand in itself tries to substitute the entire soft drink. We are energised by our position now, and our excellent progress against our strategy leaves us in a confident position for the year ahead. Using it as a strategy, coca cola is presented with a rare opportunity to serve a large geographical base swot analysis, n.
Coca cola follows a 2nd degree price discrimination strategy in its marketing mix. In coca cola marketing mix, promotions and place plays a major role in building the brand. Coco cola marketing strategy and market plan executive summary giant soft drink company coca cola has come under intense scrutiny by investors due to. Cocacola used to focus its strategy on the three as. Cocacola marketing plan the coca cola company coca cola. Introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world.
Cola company is a beverage company that is publicly listed on the new york stock exchange. Comparative analysis of cocacola company and pepsico. Every business irrespective of its size needs to have definite goals in order to expand the business. 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. Each subbrand of coca cola has different pricing strategy. Advertising strategy of cocacola at cocacola beverages pvt. Read on to discover more about the worlds renowned beverage brand through this coca cola swot analysis. We have used the qci model on this case study to clearly study the coca cola crm process. To support the changes, the soft drink brand has worked with four different agencies mercadomccann, sra. In this case, although the company is running a good. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world.
A strategy and marketing plan for coca cola ukessays. Currently, james quincey is the ceo of this mega corporation. 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. Till today, the formula of cocacola remains a secret, although there have been many recipes and experiments that have been published. The most important element of the marketing plan is a marketing strategy. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. Pdf strategic marketing plan for cocacola 2016 researchgate. 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.
An insight into coca colas visual branding strategy. Coca cola has used various tactics to ensure it ha s maintained a healthy presence on social media and i n this piece, im going to look at three ways it keeps itself front of mind for consumers. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Strategy the strategy of the coca cola company according to its website is to, be the worlds most recognized family brands, not just of soft drinks, but of juice drinks, sports drinks, water. Introduction assessing the consumer behavior has always been a tricky matter for a marketer and whenever a company fails in its pursuit of excellence, it goes in retrospective to search for the reasons for failure and the first reason which appears on top of the list is consumer behavior.
Oct 31, 20 leadership strategy of coca cola company limited. Being addicted to coca cola also is a health problem, because drinking of coca cola daily has an effect on your body after few years. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. It is one of the most popular brands at the global level. Advertising strategy of coca cola at coca cola beverages. Marketing objectives for coca cola have been discussed previously. Jun 18, 2017 but then when it comes to the corporate giant coca cola, they seem to have nailed it as far as branding and target marketing is concerned.
Aug 19, 2019 marketing history market research in the beginning. Mar 21, 2014 marketing strategies of coca cola company 1. How cocacola became one of the worlds most popular brands. Discussion and analysis of the marketing strategy of coke zero in. Apr 18, 2016 this video is about coca cola s marketing campaign strategy. Other brands owned by the coca cola company that have a strong brand image. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Promotional strategies of coca cola free download as word doc. Coca cola s headquarters are in atlanta, georgia, in america. The international empire of coca cola spans more than 200 countries. Identifying market segments andtargets formarketing. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. Apr 15, 2020 coca cola marketing strategy vintage coca cola ad.
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. Marketing strategy contents introduction and summary of the company. Operation strategy of coca cola 2990 words bartleby. Branding is one of the most important aspects of any business, large or small. Then janta party beats the congress party and the central government was changed. Politics there are not any legal factors affecting the marketing of this product. Our strategy and ambitions are clear, and we measure and manage our ongoing. Hills in marketing option and marketing in the portable mba in entrepreneurship. Coca cola marketing strategies free download as word doc. It has reliably used its valuing technique as an encouragement to test, expecting to transform trial. It ownslicenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, readytodrink teas and coffees, and energy. Cocacola is the biggest nontechnology company in the world.
Coca cola with its rich history and legacy of over a decade, with its exceptional marketing strategies and a supreme portfolio consisting of over 500 beverages such as sprite, thumps up, maaza. The coca cola company market plan marketing plan for a coca cola company analysis of company situation. Lets dig deep into the details of coca cola share a coke campaign. Sep 07, 2016 smart stands for mmeasurable, aachievable, rreal, and ttime bound. Brand market share makes coca cola direct competition for competitors and new competitors emerging in the market. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. Marketing strategy of coca cola coca cola strategy. Price the continual pricing strategy of coca cola can be described as value oriented. Substitutes such as products from pepsico pose real threats. Identifying market segments and targets for marketing strategy plan of coca cola company in. To understand its product strategy, it is first important to know that coca cola is primarily a producer and marketer of concentrates and syrups. A positioning statement explains how a companys product or service is differentiated from those of key competitors.
The coca cola company marketing strategy assignments box. Pdf coco cola marketing strategy and market plan ekin duran. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. If we thoroughly analyze cocacola marketing strategy, well see that its heavily linked with the concept of 4ps. Cola company to address changing consumer preferences. Coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca cola s public relations, events and experiences and direct selling. Doc project report on marketing strategies of coca. The company has a large product portfolio of sparkling and still beverages. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection. The name cocacola is derived from its two ingredients, kola nuts, which consists of caffeine, and coca leaves. Coca cola is o ne such brand that has managed to navigate its way through this age of social media enlightenment within fmcg. The brand is present across more than 200 nations and is sold in packages of various sizes.
Due to the availability of wide range products the pricing is done according to the market and geographic segment. Download as doc, pdf, txt or read online from scribd. Discussion and analysis of the marketing strategy of coke. Coca cola used to focus its strategy on the three as. 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. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. 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. Initially competition seemed a major threat, but as time went by, this proved less substantial. The overview of this case study clearly provides information that using advance crm strategy help coca cola to achieve their goal without losing their market. The secret behind cocacola marketing strategy youtube. Coca cola beverage, coca cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.
The company also claims that innovation is at the heart of everything they do and it is one of the reasons why they success. Marketing strategy is the way, path, and process to achieve marketing. The coca cola company has been under the leadership of kent muhtar, as its chairman and ceo since april 23, 2009. Coca cola with its rich history and legacy of over a decade, with its exceptional marketing strategies and a supreme portfolio consisting of over 500 beverages such as. Project report on marketing strategies of coca cola submitted by acknowledgements.
Coca cola is the worlds most favorite brand and is available all over the world. Because of this, coca cola has come up with long term objectives. 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. 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. Us market in 2005, as a sugarfree version of cocacola that maintains the same taste. 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. The worldwide popularity of coca cola was a result of simple yet groundbreaking marketing strategies like consistency. Previous failed marketing strategies such as coke zero and desani. 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. 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. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. While these provided for tremendous growth, they also led to lowered entry barriers. Leadership strategy of cocacola company limited premium. Marketing mix of coca cola 4 ps of coca cola coca cola 4.
Doc project report on marketing strategies of coca cola. The coca cola company directed by marketing mix that is clear performance differ from competitor so the company is single leader in beverage market. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. The product is controlled by the coca cola company, a.
Cocacola marketing strategy is one of the most complete and diverse strategies today. On the other hand, coca cola becomes a successful company and earns great revenue, using its internal and external marketing strategies to overcome most of the other competitors. Cola zero lemon launch in italy and the czech republic helped grow coke zero volumes in these countries by more than 20% in 2017. An analysis of market segmentation of the cocacola company. The coca cola comp coca cola any, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company.
Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. Nov 12, 2019 cocacola uses the same strategy to market and formula its business. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise. The coca cola company has continued to be one of the leading firms that provide refreshments to customers through creating value to consumers, making a difference, and inspiring moments of optimism and happiness.