It is a strategy used by business or corporation that seeks to sell a type of product in numerous markets. Buffington, a 34year veteran with the coca cola company, has been involved in a variety of strategies for growth and operations excellence. In the past 15 years, the contribution of carbonated drinks to coca cola s global revenues has declined from 90% to 70%. Coca colas entry strategies into the african market. An evaluation of marketing strategies undertaken by coca cola. Management strategies of cocacola 3 other research shows us that coca cola is a business that enjoys a profitable overseas dimension. They compete to be the number on manufacturer and distributor of beverages in the world. Whats fascinating about cocacolas foray into content marketing isnt just that a beverage producer has recognized the value of using content to engage its audience. Financial analysis of pepsico and coca cola xxx xacc 280 university of phoenix financial analysis2 financial analysis of pepsico and coca cola pepsico and coca cola are two major companies that manufacture beverages. However, the following video set with jonathan mildenhall vicepresident, 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. Cola companys association with international sporting events such as the olympics and the football european and world cups also helps us to realise significant benefits from unique marketing opportunities at some of the largest and most prestigious sporting events in the world. It also has got sugar by which continuous drinking of coca cola may cause health problems.
Ignacio bermudez patricia alonso jose alonso ines banos thanks for your attention. The coca cola company business level and corporate level strategies this paper analyzes the businesslevel and corporatelevel strategies of the coca cola company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing effectively in the long run. As all the products are nonalcohol and everyone can drink, coca cola targets the whole market rather than and particular segment of the population. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. An example for such successful implementation of marketing strategy is coca cola. All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. The cocacola companys strategy is based on three pillars. Jan 21, 2016 the open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. 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.
Specifically, twothirds of coca cola s revenues come from international sales and it is estimated that threequarters of the companys profits come from international operations zyman, 2007. Being addicted to coca cola also is a health problem, because drinking of coca cola daily has an effect on your body after few years. The company has a large product portfolio of sparkling and still beverages. Mar 16, 20 blog marketing of the cocacola company the official blog section in coca colas website cocacolas conversation blog bloggers topics and discussions blogs content. This case presents the challenges the coca cola company faces in brazil. Marketing mix of coca cola 4 ps of coca cola coca cola 4. The cocacola 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 packages of various sizes. Cocacola has actually produced two videos see videos below that outline the reason for this new initiative and how it plans to execute its plan. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world.
Multinational model strategies used by coca cola company. Coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca cola s public relations, events and experiences and direct selling. Coca cola that is one of the most valuable brands today will serve as the example for the aim of the study. 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. 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. Content marketing strategy in implementation, from cocacola.
Le cocacola est devenu celebre dans le monde entier grace a son gout mais surtout grace a une strategie marketing. Implementing a new gotomarket strategy at cocacola. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise. This paper aims to identify market segments and targets for marketing strategy plan of coca cola company in malaysia. Will cocacolas new india strategy have fizz or go flat. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. Implementing a new gotomarket strategy at coca cola enterprises. Project report on marketing strategies of coca cola submitted by acknowledgements. Coca cola marketing strategies and supply strategies have proven to. The 4 ps of coca cola include the product, the price, the place and the promotions. It contributes to the highest sales of soft drinks globally.
Marketing strategy of coca cola coca cola strategy. While making a marketing plan, there are some points must consider. 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. Cocacolas headquarters are in atlanta, georgia, in america. Coca cola has effects on the teeth which is an issue for health care. Cocacola company to understand the consumer insights that shape the nonalcoholic readytodrink nartd beverages. It ownslicenses 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, readytodrink teas and coffees, and energy and sports drinks. We can say these points are the pillars of the marketing plan. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. Discussion and analysis of the marketing strategy of coke. Not only is coke up against its nemesis, pepsi, but it must also compete with hundreds of local brands, many of which do.
Marketing strategies of coca cola pdf wealth coaching. But this does not mean that coca cola does not have its differentiation strategy to overcome the whole market. Coca cola with its rich history and legacy of over a decade, with its exceptional marketing strategies and a supreme portfolio consisting of over 500 beverages such as sprite, thumps up, maaza. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. 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. This paper performs a strategic analysis of the cocacola company, a leader in the beverage industry. Cocacola has been at the front position of libelling initiatives for nearly 20 years, most important the way in adding perpackage diet information on labels, in addition to the perserving information that is compulsory by. Cocacolas new marketing strategy taste the feeling. Understanding cocacolas business model and performance. 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. Sep 07, 2016 to make it easy for you, ive put an example of cocacola that how the cocacola marketing plan can be made. Coca cola is the most popular and biggestselling soft drink in history, as well as the bestknown product in the world. By 20252030, this is expected to reduce further to 50%. The launch of coke life1 matthias koch wrote this case solely to provide material for class discussion.
Important things companies need to do in marketing plan. Doc project report on marketing strategies of coca. The company and its subsidiaries employ nearly 31,000 people around. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Coca cola used seven key design and marketing strategies, which made it as recognizable in the streets of shanghai as in its hometown of atlanta by the 1920s, says coca cola vp of innovation and entrepreneurship david butler. 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. The coca cola brand is globally valued and recognized. An evaluation of marketing strategies undertaken by coca cola company as a multinational. In all, the coca cola company sells and markets nearly 400 brands globally. In 1920s, the president of coca cola company demanded strict standards of soda fountains where drinks were mixed to create a uniform quality product. 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.
Strategic management all references will be included in the paper. This quality drink campaign has trained service people ensure that coca cola was served correctly to the people. Operation strategy of coca cola 2990 words bartleby. The author may have disguised certain names and other identifying information to protect confidentiality. In coca cola marketing mix, promotions and place plays a major role in building the brand. Coca cola has been at the front position of libelling initiatives for nearly 20 years, most important the way in adding perpackage diet information on labels, in addition to the perserving information that is compulsory by. Coca cola s entry strategies into the african market. Pepsico marketing strategies free download as powerpoint presentation. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. An evaluation of marketing strategies undertaken by coca. Pepsico marketing strategies pepsi co business free 30.
Technology is used at every step of coca cola s value chain syrup manufacturing, bottling operations and storage at retail shops. The coca cola company has been under the leadership of kent muhtar, as its chairman and ceo since april 23, 2009. Marketing mix of coca cola analyses the brandcompany which covers 4ps product, price, place, promotion and explains the coca cola marketing strategy. The coca cola comp coca cola any, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. Its world headquarters is based in atlanta, georgia.
Coca cola enterprises is the primary producer of coca cola products in western europe, although it is headquartered in atlanta ga, and its stock is traded on the new york stock exchange nyse. Because of this, coca cola has come up with long term objectives. He has led new developments in the coca cola supply chain around the globe, from bottler consolidation in north america in the 1980s, to procurement and supply chain strategies in argentina in the 90s. Analysis of images and words used in coca cola advertising and their appeal. Coca cola s marketing strategy and interesting reasons behind its great success. Cocacola strategic analysis by emmy seraphine on prezi. The worldwide popularity of coca cola was a result of simple yet groundbreaking marketing strategies like consistency. Cocacola is the most popular and biggestselling soft drink in history, as well as the bestknown product in the world.
Sep 08, 2018 bcg matrix in the marketing strategy of coca cola. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Analysis of marketing strategy of coca cola and pepsico. Revenue growth would also be driven by inorganic growth strategies of coca cola, with the company announcing several key acquisitions in 2018, including costa limited completed in.
Coca cola overview the coca cola company was founded in 1886 and over years later it is currently the worlds largest beverage company. Basically, we use different types of the matrix such as swot matrix, efe matrix, ife matrix and qspm matrix for this purpose. Examining cocacola and pepsi brands under the basis of. As the cocacola company continues to transform into a total beverage company, a major emphasis is being placed on innovation and growth. The product strategy and mix in coca cola marketing. The author does not intend to illustrate either effective or ineffective handling of a managerial situation. Besides, pepsi cola that is one of the biggest competitors. Coca cola marketing strategy essays the coca cola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Here, different types of strategy analysis tools have been used and we try to find out the actual position or environment of the coca cola company. Furthermore, the company follows the mass marketing strategy. Identifying market segments andtargets formarketing. Coca cola is one of the most leading company in soft drink beverage industry. Advertising strategy of cocacola at cocacola beverages pvt.
See discussions, stats, and author profiles for this pu. Marketing strategy of coca cola and pepsico in microeconomics and strategic management, the term horizontal integration describes a type of ownership and control. 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. Marketing strategy of coca cola coca cola has been a complex part of american culture for over a century. Marketing channel strategycocacola barbra doziers blog.
The product is controlled by the coca cola company, a. Leadership strategy of cocacola company limited premium. Ppt marketing strategies of powerpoint presentation free. 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.
Coca cola s headquarters are in atlanta, georgia, in america. The background of the company clearly illustrated in the beginning of this paper as well as the mix product of. In this few minutes we will try to let you know a little bit more about both firms. 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. A free powerpoint ppt presentation displayed as a flash slide show on id. Yet, far from eschewing innovation today, coca cola is today a hotbed of experimentation and using the power of designthinking techniques to drive growth for the business. The coca cola company is an equal opportunity employer that values the diversity of its employees, customers, and consumers.
Marketing strategies of cococola india presented by shahnas a sabitha z. B cocacola got the permission to enter the country with a 100 per cent unit in india. The company keeps altering their distribution channels to match their expansion efforts for a larger market share. Heres how coca cola keeps its marketing strategy focused. 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. An analysis of market segmentation of the cocacola. Pemberton, an atlanta pharmacist, when he tried to. Swot analysis of coca cola company essay 780 words 4 pages.
Get your custom essay on cocacola versus pepsi cola. Analysis of coca cola company essay 2697 words bartleby. The coca cola company has continued to be one of the leading firms that provide refreshments to customers through creating value to consumers, making a difference, and inspiring moments of optimism and happiness. Coca cola marketing analysis project report swot analysis. Mar 21, 2014 marketing strategies of coca cola company 1. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection. Coca colas entry strategies into the african market marketing. Online customerswhat makes online cocacolas users differentthan the real ones. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan, 2 audu anyesha amos 3omaku angulu abubakar 1department of general studies, nasarawa state polytechnic lafia. We are going to focus on their marketing strategies, but first we need to.
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