Premium Essay

Coca Cola's Marketing Strategies

In: People

Submitted By arvy
Words 9769
Pages 40


Marketing Strategies Of

Coca Cola



TABLE OF CONTENTS CONTENTS 1. 2. 3. 4. Acknowledgement. Mission statement Introduction. Coca Cola. a. Coca Cola International. b. History. 5. Management. 6. Market share. 7. Financial report. 8. Dividends and Cash Plan. 9. Products. 10. Strategic planning. 11. Bottlers owned by Coca cola 12. Coca Cola Pakistan. 13. Major Competitors a. Pepsi b. History. c. Financial assets. • Market share. • Financial report. • Products. • Methodology 14. Some basic information regarding marketing of coke a. Target market: b. Major segments: c. Factors effecting sales: d. Major competitors: e. Strategies of quality: f. Threats from competitors: g. Targets that would like to attain: h. Expanding target market i. Threats and opportunities for price: j. Strategies of getting goals i.e. “high profits”: k. Marketing strategy: l. Expectations for the coming year: m. How coke determine the yearly budget: 15. Marketing strategies 16. Pest analysis

. 3

This report is dedicated to my beloved parents, Who educated me and enabled me to reach at this level.



We think if any of us honestly reflects on who we are, how we got here, what we think we might do well, and so forth, we discover a debt to others that spans written history. The work of some unknown person makes our lives easier everyday. We believe it's appropriate to acknowledge all of these unknown persons; but it is also necessary to acknowledge those people we know have directly shaped our lives and our work. First of all we would like to thank our teacher Mr. Muhammad Shafique for their guidance through out the semester. Then we would like to thank our friend and brother Mr. Zeeshan Anjum for providing us the information that was…...

Similar Documents

Premium Essay

Coca Cola Company-Marketing

...   Coca-Cola Company Marketing Plan         [pic] [pic]             Beth Dougherty Terri Meunier Shadeequah Curry August 3, 2012 Table of Content I. Executive Summary (Terri Meunier) II. Organizational and Product Overview (Terri Meunier) II.1 Organizational Description II.2 Vision, Mission, and Goals/Objectives II.3 Product Description III. Market Analysis (Beth Dougherty) III.1 Market Definition III.2 Competitive Analysis III.3 Environmental Forces III.4 Market Segmentation IV. Marketing Strategies (Shadeequah Curry) IV.1 Target Market(s) Selection IV.2 Product Portfolio Mix IV.3 Product Positioning Strategy IV.4 Sales Support Strategies I. Executive Summary The Coca Cola corporation is a beverage company and is defined to be the most well known trade mark in the world, and it is justly so. The Company owns or licenses 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, ready-to-drink teas and coffees, and energy and sports drinks. It owns and markets a range of nonalcoholic sparkling beverage brands, which includes Coca-Cola, Diet Coke, Fanta and Sprite. The Coca Cola products appeal to a wide range of people throughout the world from all races, genders, and ages. Coca Cola is well known for its......

Words: 5962 - Pages: 24

Premium Essay

Coca Cola Marketing Strategies for Hinterland Penetration in India

... Coca-Cola Marketing Study Exploring Opportunities In India Agenda • Introduction • Challenges Faced • Opportunities Explored • Planning & Strategy • Actual Implementation & Results • Current Scenario & Future Prospects Coca Cola – The Company Coca Cola Worldwide • It was founded by John Pemberton in 1886 • It is No 1 nonalcoholic beverage company with a market share of with a 52% • It is the largest brand in the world with a brand value of 67 billion dollars. • It has its footmark in more than 200 Countries. Mission • • • • To refresh the World. To inspire moments of Optimism To create Value and Make a Difference The Coca Cola promise simply says - The Coca Cola Company exists to benefit and refresh everyone who is touched by our business. Coca Cola in India • • • • • Entered the India market in early 1790’s. Closed down it operations in India in 1977. Came back to India in 1993. Has a market share of 51%. Created a direct employment of 25,000 people & indirect employment of 1,50,000 people. • Hindustan Coca Cola Beverages is a 100% owned bottler. Challenges Faced Re-entry in India • Late comeback of Coca Cola after PepsiCo had already arrived in Indian market • Pepsi’s head start as a disadvantage for Coca cola’s brand awareness • Acquisition of Parle • “Thumbs Up or Coke” decision • Competing with the help of Thumbs Up in the Cola war Beverages Market in India • No profitability after establishing presence against competition •......

Words: 688 - Pages: 3

Premium Essay

Coca-Cola Marketing Channel Strategy Study in China

...Coca-Cola marketing channel strategy study in China Chapter Coca-Cola Company's development in China         Section the basic situation of Coca-Cola Company         1. Coca-Cola and the company's produce         Coca-Cola, the world's one hundred years the popularity of the wonderful liquid is from the United States in 1886 in Atlanta, Georgia pharmacist John Dr. Peng Bodun (John S. Pemberton) in the backyard at home, will Carbonated water and sugar and other ingredients mixed in a triangle pot in the invention.         "Coca-Cola" is the English name was Pemberton's assistant and partner in accountant named Robinson. Robinson is a classical calligrapher, he considered that 'the two capital C character will look great', so he had to personally write cursive scripts using Spencer's 'Coca-Cola'. 'coca' is the son of refined spices cocoa leaves, 'cola' is the fruit of the cocoa component removed. "Coca-Cola" trademark has not changed over the past century.         In 1892, businessman Hom Chandler in 2300 U.S. dollars to buy all the secrets of Coca-Cola franchise, and the creation of Coca-Cola Company. Under his leadership, less than three years Bianba Coca-Cola extended to across the country. In 1899, Benjamin Franklin Thomas andղķʿ??̘ Whitehead signed with the Candler regional development in the United States most of the bottling business contracts. Since then its development momentum will be unstoppable in 1904 developed into a 120......

Words: 3232 - Pages: 13

Premium Essay

Coca-Cola's Water Neutrality Initiative

...5/23/2014 Coca-Cola’s Water Neutrality Initiative Discussion Case Question 1: What was the public issue facing the Coca-Cola Company in this case? Describe the “performance-expectations gap” found in this case- what were the stakeholders’ concerns, and how did their expectations differ from the company’s performance? The public issue facing Coca-Cola in this case is contamination of water and the possibility of a water shortage in years to come. The performance-expectations gap occurs when the performance from a company and the expected performance of that company are progressing on two different levels leaving space between them or a “gap” as the phenomenon refers to it. (Lawrence and Weber, 2014) The stakeholders’ concerns are that with the amount of water Coca-Cola uses in its products and to produce its products will cause a shortage in the amount of fresh water available to everyone worldwide. As stakeholders their expectations are that the company is keeping up with making clean products that do not cause harm to the environment. Stakeholders are expecting the business to be increasing performance as well as being economically friendly. Their expectations for what the company should be doing for production and how they should be growing is the reason behind the performance-expectations gap between Coca-Cola and its stakeholders because the company is not performing to the standers in which its stakeholders believe it should be. Question 2: If you applied the......

Words: 1088 - Pages: 5

Premium Essay

Coca Cola Marketing Strategy

...3.1 Marketing Strategy 3.2 STP Analysis [pic] Figure: STP process Source: In marketing strategy Segmenting, Targeting and Positioning (STP) play a vital role which helps Coca-Cola to introduce its product to customer and make them buy through this process they capture value from customer (Kotler- et- al, 2013). To understand the Coca-Cola’s product and its value perception, here is the STP analysis 3.2.1 Segmentation Strategy The competitive market and the changed demands of consumer have made Coca-Cola to satisfy their needs by improving and changing its product. For these reason Coca – cola has been successful to attract the customers and enhance its sales without interrupting other company. Such attempts taken by this company is to introduce new product based on changed demand such are to introduce Diet Coke, Caffeine free Coke. There are multi segmentation strategy which is used by Coca Cola. The marketing mix is used for the every segmentation of Coca cola which has various products as estimated 400 and product mix of 3,500. Geographic segmentation There are different users of Coca Cola such as various ethnic groups, lifestyles, age groups, sexes etc. Examples: Oasis- Juice with various flavour for the people aged between 20-30 and this is served in Ireland and Britian. Coca Cola diet, Coca Cola zero etc. for health concerned people. Climate- the product of Coca Cola is used more in summer than in winter and......

Words: 875 - Pages: 4

Premium Essay

Coca Cola Life Marketing Strategy

...E J U L I E J AC O B S S É B AS TI E N M AG E R M AN M AR G AU X M O M M E N X AVI E R V AN S NI C K J I M M Y ADVANCED MARKETING – MS. ROTHENBERGER SOLVAY BRUSSELS SCHOOL OF ECONOMICS & MANAGEMENT 2014-2015 T A B L E O F C O N T E NT S 1. 2. Executive summary ................................................................................................................3 Environmental analysis ...........................................................................................................4 2.1. 2.2. Macro-Environmental Factors .......................................................................................4 Micro-Environmental Factors: Industry Analysis...........................................................5 Threat of new entrants –Low Pressure ..................................................................................5 Power of suppliers – Low Pressure.........................................................................................6 Rivalry of existing firms – Medium To High Pressure ............................................................6 Threat of substitute – High Pressure ......................................................................................7 Power of buyers – Low Pressure ............................................................................................7 3. Marketing Strategy .................................................................................................................8 3.1.......

Words: 7976 - Pages: 32

Premium Essay

Coca Cola's Marketing Campaign

...Marketing is a part of a business that is concerned with the way a product, service or idea is sold. For instance, the marketing department of a business thinks of and develops a product, and then decides the way the product should be advertised and promoted. Overtime, marketing techniques have changed, the same as the needs and desires of consumers. An example of this is company Coca-Cola, which has used many creative marketing techniques to increase their sales all over the world. This essay is going to examine 2 successful and unique concepts of Coca-Cola. “Hello Happiness” was one of the projects in series “Open Happiness” campaign which aimed at marketing Coca-cola product widely in different countries. In May 2014, Coca-cola started the project by a video called “hello Happiness” released on Youtube. It took place in South Asia, where thousands of labors arrive to Dubai for a better future of their families. With an average income of $6 per day, they had to pay up to $0.91 a minute to call home. The fee made it nearly impossible for them to connect with families regularly. To solve the problem, Coca-cola created the idea of building public phone booths and turning their bottle caps to International calls. Via the video, Coca-cola conveys a meaningful message for not only the labors there has a chance to hear the voice of loves from their hometown. The video also reminded people values of family. Some audiences wrote on the comment section that they made a call......

Words: 576 - Pages: 3

Premium Essay

Coca Cola Strategy

...Strategy II | Group Report: The Coca-Cola Company A) The Coca-Cola Company: Established in 1886, The Coca Cola Company is the world largest non-alcoholic drinks company, controlling over 21% of soft drinks off-trade ready-to-drink (RTD) volumes, which represents its core business. Its general growth strategy is, essentially, growing through acquisitions and organic growth [1], making small-scale acquisitions in developed countries and investing in major emerging markets. In 2012, The Coca Cola Company achieved the highest market share in Global Soft Drinks industry in Bottled Water (9%), Carbonates (49%), Concentrates (2%), Fruit/Vegetable Juice (11%), ready-to-drink (RTD) coffee (16%), and RTD tea (9%) [2]. Nowadays, Coca-Cola is pursuing an ambitious plan with 8 priorities: Maximize cash flow, attract and retain the best talent, develop the world’s most innovative effective marketing, think and act like an integrated global enterprise, create competitive advantage by fulfilling their live positively commitments, and design and implement the most efficient and effective business system. Scope: Given the multi-brand strategy and how it changes depending on the geographic market, the present analysis will focus on Coca Cola’s core business (soft drinks) in Europe as it gathers the most interesting conditions and elements leading to rapid and industry-disruptive changes. The challenging context, which is analyzed in detail in the second part, creates an opportunity to...

Words: 2909 - Pages: 12

Premium Essay

Coca Cola's New Vending Machine high. ▪ If the temperature is low then price will be low. Coca Cola tried to maximize profit from these smart vending machines, after facing war price in supermarkets. This practice is called price discrimination, where a company is charging different prices for the same product to different consumer. In the Coke’s vending machine case, the differentiation is on how consumer values cold drinks in different weathers. Benefits of Smart Vending machine: o Increasing sales by providing discounts in off season or when there is less traffic. o Facilitates micro-marketing and understanding the local consumer. o Help the company to manage logistics and capture real time data for analysis. o Increase profit as it remains untouched by discount war. o Improve product availability, promotional activity and even offer consumers an interactive experience when they purchase a soft drink from a vending machine Rationale behind the move: ▪ Price Discrimination: selling the same product to different group of buyers at different prices. “Hot” day v/s “Cold” day prices. ▪ Economic Rationale: -Higher price (hot) = higher profit. -Lower price (cold) induces sales = higher profit. Problems with coke’s new vending machine strategy: ➢ Price Discrimination: The company segmented group of buyers by the outside temperature. ➢ Communication: Coke based its strategy purely on demand and supply. ➢ Perceived Price: For a......

Words: 839 - Pages: 4

Free Essay

Coca Cola Strategy

...(International Business Competing in the Global Marketplace: Coca-Cola’s Strategy, Hill, pg. 486). This made Coca-Cola a global company with great management and marketing activities at the headquarters in Atlanta. The focus was on core brands, and taking equity stakes in foreign bottlers so the company could exert more strategic control over them (International Business Competing in the Global Marketplace: Coca-Cola’s Strategy, Hill, pg. 486). The limitations of global standardization that led his successor to move away from that approach were the global advertisements being cut, and placing advertising budgets and control over creative content back in the hands of country managers (International Business Competing in the Global Marketplace: Coca-Cola’s Strategy, Hill, pg. 486). When Mr. Isdell was CEO the strategy was a mix of Goizueta’s strategy and Daft strategy. Goizueta’s strategy focused more on global standardization while Daft’s strategy focused more on localization. It was important to him to leverage good ideas across nations (International Business Competing in the Global Marketplace: Coca-Cola’s Strategy, Hill, pg. 486). For example in 2007 they entered a strategic alliance with Illycafe to build a global franchised for canned or bottled cold coffee beverages (International Business Competing in the Global Marketplace: Coca-Cola Strategy, Hill, pg. 486). The evolution of Coca-Cola’s strategy indicate regarding the convergence of consumer tastes in a......

Words: 419 - Pages: 2

Premium Essay

Product Strategy Coca Cola

...Product Strategy – Coca Cola or Coke from the Coca Cola Company Coca Cola Company is the world’s largest beverages company and the No. 1 provider of sparkling beverages, ready-to-drink in the world. It is an American multinational beverage corporation and manufacturer, retailer and marketer of nonalcoholic beverages which is headquartered in Atlanta, Georgia. The company is best known for its flagship product Coca-Cola which invented in 1886 by pharmacist John Stith Pemberton. The famous product of the company is Coca-Cola or often referred to simply as Coke. The name refers to two of its original ingredients which are kola nuts, a source of caffeine and coca leaves. Coca-Cola or Coke is the most popular and biggest selling carbonated soft drink, as well as the best known brand in the world. According to Edinburgh Evening News (2010), Coca-Cola has become the first brand to top 1 billion in annual UK grocery sales. It was a big amount and proved that Coca-Cola has dominates the market of soft-carbonated drinks. The Coca-Cola Company sells beverages product in more than 200 countries as referred to the company 2005 Annual Report. From the report, it was also stated that out of more than 50 billion beverage servings of all types consumed worldwide everyday drinks containing trademark by Coca Cola and as result from that, Coca-Cola accounted more than half of the company’s total sales. In addition, as according to Jim Fink in his article (Investing Daily, 2012), Coke is one of......

Words: 1439 - Pages: 6

Premium Essay

Marketing of Coca-Cola

...1. Executive summary Coca-Cola have a great ambition to China market and plan to invest 20 billion dollar in develop the biggest market in the world. Since Chinese government blocked its acquisition bid of buying Huiyuan, Coca-Cola is now figuring out the strategies of going on growing in China without juice giant Huiyuan. Coca-Cola will develop its existing business, especially fruit juice products. The keystone of promotion in the near future is to popularize “Minute Maid ” fruit juice beverage brand. In the following sections, detail study will be researched, including listing its strategic focus and plan, analysing varities of situation Coca-Cola is facing with, figuring out their marketing strategy as to gain more market share in China market and put marketing mix forward to implement it better. 2.Company description That Company of Coca-Cola is established in 1892, with the headquarter is located in USA (Atlanta) now. Coca-Cola Company owns the whole world 48% marketplace proportion and it is the first among the whole world first three big drink. 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 quickest developing drink , other brand include Berk then grow up, the......

Words: 3669 - Pages: 15

Premium Essay

Coca-Cola's Collaboration

...Headrick 30 Oct 2011 CIS2304 – Survey of Software Systems 1. What is Coca-Cola’s business strategy? What is the relationship of collaboration and innovation to Coca-Cola’s business strategy? Business strategies are long-term plans of actions that are designed to achieve a particular or a set of goals and objectives. Essentially where is the company at now, and where does it want to be in x number of years from now, and what is the road map to meet that goal. When Muhtar Kent took over as CEO of Coca-Cola back in 2008, he set a long-term business strategy in which he wanted to double revenue by 2020. The issue for Coca-Cola from my perspective, is that it does not establish a set of information systems standards from the beginning in which the bottlers were required to follow. I would compare this with McDonald’s and their independent franchises. The franchises not only follow strict corporate guidelines, but they are also restricted in the type of information systems they acquire. This obviously alleviates many of the collaboration issues with the franchises using the same system as the corporation. One way in which Coca-Cola was able to innovate its collaboration was to create a digital asset management system, in which Coca-Cola and its bottlers could actually make use of a pit of information containing demographics, historic performances, as well as previous marketing strategies, and lessons learned. They were able to make use of this information......

Words: 1170 - Pages: 5

Premium Essay

Coca Cola’s Mission

...Coca Cola’s mission According to the MissionStatements (2009), Coco Cola’s slogan is “Refreshing the world, one story at a time.” Coco Cola company wish to refresh the world; to encourage optimism and bring happiness to its customers and to create value for the world and to make world a better place. In the front page of Coco Cola’s Our Company session (Coco Cola, 2016), I first saw a bid photo with its title “CoCo” cola memorabilia. This photo is the most noticeable feature in the website, probably people will first open the link when they are in the front page of Our Company. When I click the link, however, the content is about how a memorabilia museum is built. It gives the viewer a first impression of the long history of Coco Cola company, but did not reflect its mission in anyway. In the Our Company page, there is one section named mission, vision and values. However, in the mission, vision and values website, I only saw the simplest description of Coco Cola’s mission, which I have already described in the last paragraph. Coco Cola company put large amount of content about the history of company, the development of company, the processes of entering different countries’ market by Coco Cola. Such contents are written in those most noticeable articles in the Our company page, such as Coco Cola journey and Coco Cola at a glance. Due to the most noticeable content of the website are devoted only into the significance and wild availability of Coco Cola products......

Words: 517 - Pages: 3

Premium Essay

Coca Cola Marketing Final

...Marketing Management Final 3-28-2012 Coca-Cola Executive Summary This paper is a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. I provide recommendations for Coca-Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff competition and changing consumer tastes. These recommendations include: • Pursuing a multi-pronged marketing strategy, including growth into geographic regions like Russia, China, and Turkey. • Leverage the company assets by brand extension into water-based, slightly sweetened refreshment drinks to meet more health-conscious consumers. • Diversify offerings outside the non-alcoholic beverage market, leveraging the vast distribution network. Introduction Coca-Cola was born in Atlanta, Georgia, on May 8, 1886 by Dr. John Stith Pemberton, a local pharmacist. Dr. Pemberton produced the syrup for Coca-Cola®, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed. During the first year, sales averaged a modest nine drinks per day. Today, over 6 trillion servings of Coca-Cola have been enjoyed worldwide and Coca-Cola has over 400......

Words: 3255 - Pages: 14