This stepbystep guide covers all aspects of the marketing plan with a cocacola example. While cocacola managed the overall brand strategy, concentrate production and some large multinational customers such as mcdonalds, the bottlers manufactured the. In 1916, the coca cola company began manufacturing of its most famous bottle. As cmis joe pulizzi said last month, cocacola is betting the farm on brand content marketing. Cocacola marketing strategy is one of the most complete and diverse strategies today. The marketing plan of powerade structure are executive summary current market situation, swot analysis objective and issues marketing strategy, action programmes budgets and controls incorporating to developed marketing plan for coca cola. This paper performs a strategic analysis of the coca cola company, a leader in the beverage industry. In 1928, the companys president led an expansion plan of coke overseas when he introduced the soft drink to the olympic games.
Coke as a brand in itself tries to substitute the entire soft drink. This paper performs a strategic analysis of the cocacola company, a leader in the beverage industry. Most famously the female sale increase from diet cokes tv adverts in the 90s. Mar 21, 2014 marketing strategies of coca cola company 1. It positions us to capture growth and deliver longterm value. 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.
Analysis of brandlevel strategic pricing between cocacola company and pepsico. Sep 08, 2018 segmentation, targeting, positioning of coca cola. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Marketing strategy contents introduction and summary of the company. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. Pdf strategic marketing plan for cocacola 2016 researchgate.
Strengths coca cola has been an intricate part of american culture for over a century. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. If we thoroughly analyze cocacola marketing strategy, well see that its heavily linked with the concept of 4ps. Marketing strategy of coca cola coca cola strategy. Moving ahead, cocacolas forwardlooking strategy is to position itself in the noncarbonated sector of the soft drink market and take advantage of changing consumer tastes. Sales promotion for coca cola is aimed at two strategies. Coca cola company, on the other hand, operates under the pull strategy and directs its marketing efforts and communication to the final consumers, and therefore, does not have a necessity to generate sales leads. While making a marketing plan, there are some points must consider. The product is controlled by the coca cola company, a. Coca cola integrated marketing communications published on march 11, 2015 march 11.
Business details, marketing strategies and analysis. 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. Sep 07, 2016 to make it easy for you, ive put an example of cocacola that how the cocacola marketing plan can be made. Discussion and analysis of the marketing strategy of coke. Cocacola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. In this article, ive analyzed the marketing and communication trends of coca cola. Branding is one of the most important aspects of any business, large or small. Heres how coca cola keeps its marketing strategy focused. An evaluation of marketing strategies undertaken by coca cola. Coca cola companys mission statement is to maximize shareowner value over time. See discussions, stats, and author profiles for this pu. A strategy and marketing plan for coca cola ukessays. What makes coca colas marketing strategy so successful. To fully understand how they act, lets discuss the components of their marketing strategy.
A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. B cocacola got the permission to enter the country with a 100 per cent unit in india. We are confident in our ability to navigate this changing environment, with the three pillars of our group strategy as our foundation. Dec, 2014 marketing channel for coca cola coca cola utilizes the distribution channel as a marketing strategy to bridge the demand and supply gap and ensure that their products reach their different market segments. Non cola segment constitutes for over 35% of the market. Brand building, brand image, brand loyalty, customer loyalty, customer satisfaction, marketing strategy. Creating a strategic marketing plan this marketing plan template is designed to facilitate analysis, planning and communication of your strategic marketing and communications plan.
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. An example for such successful implementation of marketing strategy is coca cola. The green initiatives being implemented by the for the coca cola company and the driving forces behind the initiatives. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise. May 20, 2016 didnt cocacola just nail marketing and reverse psychology in the above picture. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Pdf coco cola marketing strategy and market plan ekin duran. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Coca cola bottling company united cuts operational costs with sap and ibm. A critical take on the marketing communication strategy of coca cola.
All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. Coca cola doesnt target a specific segment but adapts its marketing strategy by developing new products. Cola products account for over 60% of the total soft drink market and include popular brands such as coca cola, pepsi, and thumps up etc. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas. From the beginning of its business, the coca cola has maintained a consistent brand image and identity through effective marketing, sales and distribution, and other business functions. Pdf on feb 7, 2019, rukmani singaram and others published coca cola. It contributes to the highest sales of soft drinks globally. Because of this, coca cola has come up with long term objectives. Apr 04, 20 the commitment of cocacola is focusing on local market, considering what do people like to drink from different cultures, as well as how and where they want to drink. And as a result of its operations the scarce water has been polluted by coca cola case study coca colas strategy. 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.
Jan 21, 2016 the open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. Coco cola marketing strategy and market plan executive summary giant soft drink company coca cola has come under intense scrutiny by investors due to. Since taking over at the helm two years ago, ceo douglas daft has endeavored to accomplish this as well as to cut costs so that a leaner cocacola can produce better. 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. Marketing strategies of cococola india presented by shahnas a sabitha z. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Coca cola company is one of the fastest growing multinational enterprises in nigeria. This further aids the company to localize its marketing strategy and hence allow the firm to attain strong presence in the local market. Multinational model strategies used by coca cola company.
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. Analysis of images and words used in coca cola advertising and their appeal. Coca cola marketing strategies free download as word doc. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. Ppt marketing strategies of powerpoint presentation free. Coca cola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Discussion and analysis of the marketing strategy of coke zero in. This video is about cocacola s marketing campaign strategy. Creating a strategic marketing and nc state university. Coca cola is one of the most leading company in soft drink beverage industry. Today, cocacola is an internationally recognized soft drinks company with ambitious. Segmentation helps the brand to define the appropriate products for specific customer group. Jun 14, 2015 coca cola went from a cocaineinfused elixir in 1886 to a ubiquitous sugary drink by 1929. Marketing channel strategycocacola barbra doziers blog.
We can say these points are the pillars of the marketing plan. Since coca cola operates in more than 200 countries. Marketing strategy essay coca cola is a soft drink that was invented in 1886. Coca cola company developed their strategy by considering the different market situation and the different countys people, culture, status and so many other related factors. Additional resources and worksheets are references throughout the document to assist with more detailed planning in specific areas. If b2b marketers are looking for more reason to take up the content marketing torch, they should look no further than the cocacola company. Lets take a look at the coca cola social media marketing strategy which is the companys most effective marketing and customer engagement channel. Cocacolas new marketing strategy taste the feeling. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Pdf operation strategies for cocacola vs pepsi companies. This study tried to identify the impact of operation strategies for coca cola vs pepsi companies to attract their customers.
Nowadays, economies are becoming more entwined than ever, any possible. Coca cola company operations and strategies business essay. Interbrand ranked coca cola as the 3rd largest multinational in the world while corebrand gave them first position for most respected brand in america. Project report marketing management product strategy of coca cola. 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. Bubble buzz will be distributed through these channels. Project report marketing management product strategy of. Every business irrespective of its size needs to have definite goals in order to expand the business. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. A free powerpoint ppt presentation displayed as a flash slide show on id. Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with.
Coca cola s headquarters are in atlanta, georgia, in america. Pemberton, an atlanta pharmacist, when he tried to. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. Important things companies need to do in marketing plan.
The company keeps altering their distribution channels to match their expansion efforts for a larger market share. Marketing mix of coca cola 4 ps of coca cola coca cola 4. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. A study on the marketing strategies for millenniums focusing on india find, read and cite all the research you need on. The coca cola brand is globally valued and recognized. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. The brand is present across more than 200 nations and is sold in packets of various sizes. The coca cola social media marketing strategy passive. Coca cola marketing strategies pepsi co coca cola scribd. The cocacola marketing and distribution essay example. Previous failed marketing strategies such as coke zero and desani.
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