An analysis of price, product and communication anders, julia on. This is called the differentiated marketing strategy. Cocacola marketing activities presentation coca cola. Cocacola is quite popular in the younger group and hence most of its advertisements and campaigns are undertaken keeping in view.
The basic elements of a marketing strategy consist of 1 the target market, and. Marketers need to truly understand both the audience and the brands identity to choose the right. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Marketing strategy of coca cola coca cola strategy. Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. Cocacolas new marketing strategy taste the feeling. There is an evaluation of the internal and external factors that influence the operations of the company in the industry. The cocacola company has create vending machines that invite customers to hug them. The secret behind cocacola marketing strategy youtube.
Marketing plan measuring success current strategy vs. Coca cola marketing strategy essays the coca cola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. See discussions, stats, and author profiles for this pu. As the cocacola company continues to transform into a total beverage company, a major emphasis is being placed on innovation and growth. 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. Marketing strategy is a longterm, forwardlooking approach with the fundamental goal of. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. Central brands, such as cocacola in soft drinks and mcdonalds in fast food, are those that are most representative of their type. Pepsico marketing strategies free download as powerpoint presentation.
Each marketing strategy can communicate to a target market the. 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. 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. Heres how coca cola keeps its marketing strategy focused. 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. 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. Mar 21, 2014 marketing strategies of coca cola company 1.
Discussion and analysis of the marketing strategy of coke zero in. Cocacolas current target market is adults looking for a new. The videos are compelling, but theyre also packed with advertising jargon that can be about as intelligible as klingon. Sep 07, 2016 the most important element of the marketing plan is a marketing strategy. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. 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 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. Proposed strategy compare coke life to different coke products compare it to similar products in the market. 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. Brand market share makes coca cola direct competition for competitors and new competitors emerging in the market. As the worlds third most valuable brand, cocacola is also one of the most successful. Cocacolamarketingplan cocacola company marketing plan1. Marketing plan of coca cola company marketing essay. In the beverage industry, coca cola is affected by social, political, ecological and technological environmental factors.
As principal of z, a new consulting company, he has worked with such companies as microsoft, 7eleven, miller brewing company, and campbells. 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. Politics there are not any legal factors affecting the marketing of this product. Cocacola marketing strategy is one of the most complete and diverse strategies today. Sergio zyman was formerly the chief marketing officer at the coca cola company.
External analysis remote environment coca cola has several remote environment factors that affect the company. Previous failed marketing strategies such as coke zero and desani. Business strategy for cocacola company research paper. A critical evaluation of coca cola s marketing activities. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. International marketing strategy, coca cola strategy, international distribution strategy, choosing distributors and channels, the challenge of distribution, hidden costs and gains in distribution. An evaluation of marketing strategies undertaken by coca cola company as a multinational. Marketing strategy is the way, path, and process to achieve marketing objectives. The television campaign would be aired on bbc, show movies, mtv and other popular channels.
Aug 19, 2019 marketing history market research in the beginning. 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. 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. Coca cola marketing strategy is one of the most complete and diverse strategies today. Coca cola is the biggest nontechnology company in the world. The 4 ps of coca cola include the product, the price, the place and the promotions. Cola has to examine the external environment and find the most appropriate strategies to survive in the economy.
Coca cola undertakes the segmented marketing strategy by marketing its products to different segments by separate offerings to them. The marketing strategy of coke zero 375ml cans is best described. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1. Being addicted to cocacola also is a health problem, because drinking of cocacola daily has an effect on your body after few years. Every business irrespective of its size needs to have definite goals in order to expand the business.
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. The cocacola company is a global beverage producer. 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. The objectives of the marketing plan are strategically centered around 3 criteria. This paper assesses the business strategy of the coca cola company. 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. Jan 21, 2016 the open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. The analysis will begin with a brief background of the company including company mission statement and business objectives. 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. Research paper undergraduate from the year 2011 in the subject communications public relations, advertising.
Strengths coca cola has been an intricate part of american culture for over a century. Cocacola marketing activities presentation free download as powerpoint presentation. In coca cola marketing mix, promotions and place plays a major role in building the brand. Having a marketing strategy for the company has been. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. Review of the book by marilyn scrizzi, in journal of consumer marketing 247, 2007. The essential guide to marketing in a digital world. Brand guidelines or style guide in adobe reader pdf format. Essay about marketing strategy of coca cola in india 3459. Pdf on feb 7, 2019, rukmani singaram and others published coca cola. Discussion and analysis of the marketing strategy of coke.
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. Cola marketing strategies the advertisements on television and cinema houses will be aired in the summer season i. May 20, 2016 didnt cocacola just nail marketing and reverse psychology in the above picture. Download 11page term paper on cocacola marketing strategies 2020. 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. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Marketing strategy depends on some critical factors i.
All terms or names used in this book that are known to be trademarks or service marks have been. The company and its subsidiaries employ nearly 31,000 people around. Read on for the innovative, highlevel strategies that hes passing on to the. Coca cola market plan and market research free essays, term. An evaluation of marketing strategies undertaken by coca cola. Its world headquarters is based in atlanta, georgia. The basic factors included are the country, date, and year. Marketing mix coca cola essay amsm product category soft drinks coca cola is the leading provider of soft drinks in the world. To fully understand how they act, lets discuss the components of their marketing strategy.
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. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. What makes coca colas marketing strategy so successful. 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 product is controlled by the cocacola company, a multinational. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. 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. Historically, this highly competitive 64 billion soft drink industry.
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