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. This is called the differentiated marketing strategy. An evaluation of marketing strategies undertaken by coca cola company as a multinational. Marketing strategy is a longterm, forwardlooking approach with the fundamental goal of. The essential guide to marketing in a digital world. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Central brands, such as cocacola in soft drinks and mcdonalds in fast food, are those that are most representative of their type. In this scenario, most businesspeople agree that even though cocacolas physical assets remained intact, the company would find it difficult to scare up the funds. Coca colas should do direct mail, banner ads, and inserts, by means of inserts in the register guard likely to be the most successful of the campaigns. Cocacolas current target market is adults looking for a new. Oct 05, 2019 the marketing strategy mostly used by coca cola is sponsoring an event that mostly attracts large crowds of audience world wide, secondly they make use of distributorship platform within a region and community with large numbers of field marketers. The television campaign would be aired on bbc, show movies, mtv and other popular channels. Coca cola marketing strategy is one of the most complete and diverse strategies today.
Marketing strategy depends on some critical factors i. Heres how coca cola keeps its marketing strategy focused. Marketing plan of coca cola company marketing essay. International marketing strategy, coca cola strategy, international distribution strategy, choosing distributors and channels, the challenge of distribution, hidden costs and gains in distribution. Aug 19, 2019 marketing history market research in the beginning. Jan 17, 2012 for anyone who still thinks that content marketing is some kind of fad, take a look at the thinking and dollars going into cocacolas marketing strategy, aimed at doubling worldwide consumption of coke by the year 2020. An evaluation of marketing strategies undertaken by coca cola. Research paper undergraduate from the year 2011 in the subject communications public relations, advertising. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. Cocacola marketing activities presentation coca cola. See discussions, stats, and author profiles for this pu. Pdf on feb 7, 2019, rukmani singaram and others published coca cola. The objectives of the marketing plan are strategically centered around 3 criteria. Coca cola undertakes the segmented marketing strategy by marketing its products to different segments by separate offerings to them.
The basic factors included are the country, date, and year. The analysis will begin with a brief background of the company including company mission statement and business objectives. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. Jonathan mildenhall, vicepresident, global advertising strategy and creative excellence at coca cola company explains how coke will leverage the opportunities in the new media landscape and transform oneway storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Politics there are not any legal factors affecting the marketing of this product. Brand guidelines or style guide in adobe reader pdf format. The marketing strategy of coke zero 375ml cans is best described. Historically, this highly competitive 64 billion soft drink industry. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Its world headquarters is based in atlanta, georgia. Previous failed marketing strategies such as coke zero and desani. The secret behind cocacola marketing strategy youtube.
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. A critical evaluation of coca cola s marketing activities. 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. Cocacolamarketingplan cocacola company marketing plan1.
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. Sep 07, 2016 the most important element of the marketing plan is a marketing strategy. In the beverage industry, coca cola is affected by social, political, ecological and technological environmental factors. 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. The product is controlled by the cocacola company, a multinational. Proposed strategy compare coke life to different coke products compare it to similar products in the market. As principal of z, a new consulting company, he has worked with such companies as microsoft, 7eleven, miller brewing company, and campbells. Essay about marketing strategy of coca cola in india 3459.
Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1. Marketers need to truly understand both the audience and the brands identity to choose the right. Marketing strategy is the way, path, and process to achieve marketing objectives. Every business irrespective of its size needs to have definite goals in order to expand the business. All terms or names used in this book that are known to be trademarks or service marks have been. Cola has to examine the external environment and find the most appropriate strategies to survive in the economy. External analysis remote environment coca cola has several remote environment factors that affect the company. The cocacola company is a global beverage producer. May 20, 2016 didnt cocacola just nail marketing and reverse psychology in the above picture. From these magazines, i create indicator variables to create data, recording whether or not certain elements were present in the marketing strategies in that country. The videos are compelling, but theyre also packed with advertising jargon that can be about as intelligible as klingon. 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.
In coca cola marketing mix, promotions and place plays a major role in building the brand. As the cocacola company continues to transform into a total beverage company, a major emphasis is being placed on innovation and growth. Review of the book by marilyn scrizzi, in journal of consumer marketing 247, 2007. This paper assesses the business strategy of the coca cola company. Coca cola north america had their multicultural consumer marketing team refocused on africanamerican marketing as well as expanded its reach to hispanic consumers coca cola annual report 2009. Debuted in 2009, cocacolas lofty slogan open happiness was overused to cover all of its idealsbased campaigns from antibullying to supporting exploited migrants in dubai. Marketing plan measuring success current strategy vs. 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 strategic role of marketing in overall. A study on the marketing strategies for millenniums focusing on india find, read and cite all the research you need on. Jan 21, 2016 the open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. 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. Pepsico marketing strategies free download as powerpoint presentation. Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with.
Being addicted to cocacola also is a health problem, because drinking of cocacola daily has an effect on your body after few years. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Mar 21, 2014 marketing strategies of coca cola company 1. 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 and milk, to maintain a trusted local presence in every community served, to increase annual. Read on for the innovative, highlevel strategies that hes passing on to the. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. The basic elements of a marketing strategy consist of 1 the target market, and. To fully understand how they act, lets discuss the components of their marketing strategy. Coca cola market plan and market research free essays, term. Marketing mix coca cola essay amsm product category soft drinks coca cola is the leading provider of soft drinks in the world. Business strategy for cocacola company research paper. Discussion and analysis of the marketing strategy of coke zero in. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with.
Download 11page term paper on cocacola marketing strategies 2020. Cocacola is quite popular in the younger group and hence most of its advertisements and campaigns are undertaken keeping in view. The cocacola company has create vending machines that invite customers to hug them. There is an evaluation of the internal and external factors that influence the operations of the company in the industry. Having a marketing strategy for the company has been. Cocacola marketing strategy is one of the most complete and diverse strategies today. Each marketing strategy can communicate to a target market the. An analysis of price, product and communication anders, julia on. The company is now in the process of implementing a long term strategy targeted at consumer markets on the basis of ethnicity in the united states. Strengths coca cola has been an intricate part of american culture for over a century. What you can learn from cocacolas marketing strategy merca2. Coca cola is the biggest nontechnology company in the world.
As the worlds third most valuable brand, cocacola is also one of the most successful. Brand market share makes coca cola direct competition for competitors and new competitors emerging in the market. Cola marketing strategies the advertisements on television and cinema houses will be aired in the summer season i. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Discussion and analysis of the marketing strategy of coke zero 47 is a tool for deciding the main marketing strategy that should be used depending on whether both the product and market are either new or preexisting. Discussion and analysis of the marketing strategy of coke. Cocacolas new marketing strategy taste the feeling. The 4 ps of coca cola include the product, the price, the place and the promotions.
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