You do this by integrating your brand strategies through your company at every point of public contact. It was invest by dr john pemberton, who was a pharmacist in atlanta. In india they have captured even the rural market by extensive distribution. 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 is the worlds most favorite brand and is available all over the world.
The coca cola company follows a broad differentiation strategy. It pays the rent and is your bread and butter marketing should be easy to do and only consumes 50% of your time. 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. 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. This paper performs a strategic analysis of the coca cola company, a leader in the beverage industry. An evaluation of marketing strategies undertaken by coca cola. Coca cola market plan and market research free essay example. Coca cola companys mission statement is to maximize shareowner value over time. Advertising is a key strategy for cocacolas growth. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas.
Cocacolas headquarters are in atlanta, georgia, in america. Announced today in paris by cocacola executives, the campaign ads have rolled out across more than 200 countries worldwide. Corporate strategy direction of cocacola by youngtae jo. Cocacola started with a pricing strategy based on the basis of competition. 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. The company and its subsidiaries employ nearly 31,000 people around. This case study examines the coca cola imc approach as described in the cola war blog. The brand development strategy of coca cola comprised redesigning.
Pemberton, an atlanta pharmacist, when he tried to. Marketing strategy analysis of coca cola essay example. Doc project report on marketing strategies of coca cola. 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. 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.
Cocacola company to understand the consumer insights that shape the nonalcoholic readytodrink nartd beverages industry and are excited about the. Because of this, coca cola has come up with long term objectives. The following three markets can be best applied to the coca cola company. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Marketing theory case of the coca cola company the. Cocacola life launched with integrated marketing t1. Coca cola company ruled the softdrink market all through t he 1950s, 1960s, and early 1970s in this chess game of big firms.
Integrated components used the integrated components. Coca cola is one of the most leading company in soft drink beverage industry. The first a is for availability of the product to the customers. Its effects over the companies worldwide have been astonishing, especially over publiccentric domains like automobiles, beverages etc. Last month, cocacola launched a bold shift in branding, called the one brand strategy in 11 markets, starting with the u. In a 7 to 10page paper, integrated your external and internal company analysis, completing a formal company swot. Interview guides were administered among senior managers at coca cola kenya to collect data. Coke has brought in a revolution especially in indian markets with the rs. This report serves as a comprehensive marketing audit of cocacola. 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. Pdf operation strategies for cocacola vs pepsi companies. 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. The drink did not have bubbles at that time and started selling at soda fountains.
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 consumer can also contact through helpline number. Announced today in paris by coca cola executives, the campaign ads have rolled out across more than 200 countries worldwide. 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. 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 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.
Advertising strategy of cocacola at cocacola beverages pvt. 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. Since coca cola operates in more than 200 countries. Marketing strategy analysis of coca cola essay sample. The cocacola companys strategy is based on three pillars. Because of this, cocacola has come up with long term objectives. The distribution system of coca cola follows the fmcg distribution pattern. The coca cola brand is globally valued and recognized. Cocacola designs a contentbased marketing strategy to drive consumer conversations, inspire purchases, and enhance brand value. Supporting an event, race, function or contest is also a type of promotional activity, through a company can achieve promotional objectives.
Coca cola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Multinational model strategies used by coca cola company. Brand looks like the relationship between a product and its. The 4 ps of coca cola include the product, the price, the place and the promotions.
Cocacola company ruled the softdrink market all through t he 1950s, 1960s, and early 1970s in this chess game of big firms. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. The cocacola company is one of the largest manufacturers, distributors and marketers of. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. 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 cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, which is headquartered in atlanta, georgia. Major competitors of coca cola research paper example. Due to this reason, in every marketing campaign and media the company were highlighting the same tag line sweetness from natural sources. Interview guides were administered among senior managers at cocacola kenya to collect data.
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. 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. 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. This was a case study and only primary data was used for the study. Coca cola s headquarters are in atlanta, georgia, in america. Stay connected to your students with prezi video, now in microsoft teams. 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. The cocacola company marketing plan free essay example. Nowadays more expenses are spent on advertising by soft drink companies rather than on manufacturing. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. This audit examines the internal and external operating environment, the varied strengths, weaknesses, and other market forces driving change at cocacola. 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.
Pdf the strategic positioning of cocacola in their. The product is controlled by the coca cola company, a. Now different companies have got different brand names. Marketing strategy of coca cola and pepsico in microeconomics and strategic management, the term horizontal integration describes a type of ownership and control. Advertising and marketing campaigns have considerably increased the cocacola companys brand power over the years. 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. 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.
The research shows on how coca cola company achieves their success in nowadays by marketing success factors. 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. 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. Cocacolas new marketing strategy taste the feeling. The cocacola company chairman and chief executive officer muhtar kent said. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us.
It is a strategy used by business or corporation that seeks to sell a type of product in numerous markets. Part of the new coca cola content strategy is applying a 702010 investment principle to creating liquid content. The cocacola brand is globally valued and recognized. Coca cola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. 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. 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. 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. 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.
Coca colas objective is to target every consumer of the country so coca cola has to. 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. The research shows on how cocacola company achieves their success in. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Coca cola marketing strategy essays the cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. With the presence in more than 200 countries and the daily average servings to 1. In coca cola marketing mix, promotions and place plays a major role in building the brand.
What makes coca colas marketing strategy so successful. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Project report on marketing strategies of coca cola submitted by acknowledgements. Its world headquarters is based in atlanta, georgia. Introduction and summary of the company coca cola is known as soft drink of the world bell, 2004. Coca cola strategic management linkedin slideshare. Marketing strategy and plan coca cola drink companies free. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns.
In marketing plans it has typical structure with respective purpose which is incorporated while developing marketing plan for cocacola company. Marketing strategy of cocacola linkedin slideshare. Market penetration pricing policy in an economy like that of pakistan, consumers tend to switch towards a low priced product. 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. Jan 01, 2015 it allows them to conduct business on a global scale while at the same time maintain a local approach. Discussion and analysis of the marketing strategy of coke. Coca cola company manufactures and sellspromote soft drinks and beverages so it has wide variety of market available to it. It contributes to the highest sales of soft drinks globally. Corporate strategy direction of cocacola by youngtae jo on prezi. According to one brand marketing campaign coca cola advertising via various channels will feature all four different brands of coca cola as illustrated in. Specific activities like product placement during the holidays help the cocacola company keep up with the timetable.
The product is controlled by the cocacola company, a. 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. Especially on some occasion coca cola reduces its rates like in ramadan coca cola reduces its rate unto 5 rupees on 1. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. It is important for the company to connect to the customers through different channels. Each subbrand of coca cola has different pricing strategy. Marketing strategy is an idea which grows from the seed of value proposition enabling the company a. 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. Coca colasri lanka coca cola beverages sri lanka ltd ccbsl, located in biyagama. Analysis of brandlevel strategic pricing between cocacola company and pepsico. The company has superior quality beverage products, packaging, high brand image and recognition, the coca cola system, beregaes. Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. 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.
Creating brand value through content excellence geniusworks. It is best known for its flagship product, cocacola, and is. Sep 07, 2016 coca cola company uses email, social media networks to interact directly with its consumers. The international strategy of coca cola company marketing essay. Vision the cocacola company ko cocacola investor relations. This session, we will be conducting a strategic analysis of the coca cola company. 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. This article is by larry lucas, partner at vivaldi partners group. The cocacola company implements two very important market structures.
Business strategy for cocacola company research paper. The outcome of this case is use a completed external and internal analysis of the coca cola company, in the completion of a swot. In mass market the seller massproduces, mass distributes and mass promotes one product to all buyers. In venezuela, we continually adjust our business model to serve our consumers and clients. The level of marketing spending to advertise lower sugar, no sugar and no calorie beverages has been doubled in 2015 2. This is why the company pushed towards decentralization in the nineties, and even more so recently.
Coca cola started with a pricing strategy based on the basis of competition. Didnt cocacola just nail marketing and reverse psychology in the above picture. 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. Cocacola company marketing strategy is based on 3 as that are availability, affordability and acceptability. An example for such successful implementation of marketing strategy is coca cola. Coca cola company operations and strategies business essay.
We are a global business that operates on a local scale, in every community. Furthermore, it is remarkable that the mixture of categories seems to follow a certain structure. It traditionally manufactured concentrates, syrups and powders and sold them to authorised bottling partners, who converted them. Content marketing strategy in implementation, from cocacola. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Marketing strategy of coca cola coca cola strategy. Cocacola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. Coca cola company is one of the fastest growing multinational enterprises in nigeria.
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