B cocacola got the permission to enter the country with a 100 per cent unit in india. Analysis of images and words used in coca cola advertising and their appeal. Implementing a new gotomarket strategy at cocacola enterprises. Pdf the strategic positioning of cocacola in their. 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. In coca cola marketing mix, promotions and place plays a major role in building the brand. Mar 21, 2014 marketing strategies of coca cola company 1. 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.
Coke also announced that all brands cocacola, diet cocacola, cocacola zero, and cocacola life under the cocacola company umbrella will be united under the same creative campaign, in a huge shift of strategy. If b2b marketers are looking for more reason to take up the content marketing torch, they should look no further than the cocacola company. Discussion and analysis of the marketing strategy of coke zero in. Environmental education resources to commemorate earth days 50th anniversary. Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities around the world. This session, we will be conducting a strategic analysis of the cocacola company.
Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Marketing strategy analysis of coca cola essay example. Researchers usually conduct market research through surveys in order to collect information from customers or. Additional resources and worksheets are references throughout the document to assist with more detailed planning in specific areas.
Creating a strategic marketing plan this marketing plan template is designed to facilitate analysis, planning and communication of your strategic marketing and communications plan. The coca cola brand is globally valued and recognized. Coca cola has competitive edge over its competitors in terms of operations, cost control, brand portfolio, channel marketing, collaborative customer relationship. Currently, the company is the biggest soft drink company on the planet. Cocacola went from a cocaineinfused elixir in 1886 to a ubiquitous sugary drink by 1929. 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. All in all, the aboveconducted analysis of cocacolas content2020 strategy brought into focus that its practical implementation is based on key principles of the revealed theoretical concepts. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Coca cola companys mission statement is to maximize shareowner value over time. 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. Business details, marketing strategies and analysis. To fully understand how they act, lets discuss the components of their marketing strategy. This report serves as a comprehensive marketing audit of cocacola.
Advertising is a key strategy for cocacolas growth. The product is controlled by the coca cola company, a. Because of this, cocacola has come up with long term objectives. Coca cola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Today, cocacola is an internationally recognized soft drinks company with ambitious. 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. While making a marketing plan, there are some points must consider.
This audit examines the internal and external operating environment, the varied strengths, weaknesses, and other market forces driving change at cocacola. Additional resources and worksheets are references throughout the document to assist with more detailed planning in. Sep 07, 2016 to make it easy for you, ive put an example of cocacola that how the cocacola marketing plan can be made. Advertising strategy of coca cola at coca cola beverages pvt. Project report marketing management product strategy of. Pdf coco cola marketing strategy and market plan ekin duran. It positions us to capture growth and deliver longterm value. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. Didnt cocacola just nail marketing and reverse psychology in the above picture. Marketing strategy and plan coca cola drink companies free. Jun 14, 2015 coca cola went from a cocaineinfused elixir in 1886 to a ubiquitous sugary drink by 1929. Cocacolas new marketing strategy taste the feeling. This paper performs a strategic analysis of the cocacola company, a leader in the beverage industry.
The brand development strategy of coca cola comprised redesigning. Coca cola company operations and strategies business essay. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. The outcome of this case is use a completed external and internal analysis of the cocacola company, in the completion of a swot. This case presents the challenges the cocacola company faces in brazil.
Corporate strategy direction of cocacola by youngtae jo. 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. The worldwide popularity of coca cola was a result of simple yet groundbreaking marketing strategies like consistency. Bubble buzz will be distributed through these channels. Advertising strategy of cocacola at cocacola beverages pvt. The coca cola company is one of the leading american beverage company having its network all over the world. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Previous failed marketing strategies such as coke zero and desani. Coca cola company is a business, first and foremost and just like any other business, it has its strengths, weaknesses, opportunities, and threats, which is why it became the subject of countless research projects and swot analyses.
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. Implementing a new gotomarket strategy at coca cola enterprises. 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. Non cola segment constitutes for over 35% of the market.
We are confident in our ability to navigate this changing environment, with the three pillars of our group strategy as our foundation. Noncola segment constitutes for over 35% of the market. Marketing strategy of coca cola coca cola strategy. The 4 ps of coca cola include the product, the price, the place and the promotions. Cocacola has defended its strategy in the us amid questions from investors about whether it was acting as a spoiler in the soft drinks industry by keeping prices low in its home market. Coca cola marketing strategies free download as word doc. A free powerpoint ppt presentation displayed as a flash slide show on id. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups.
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. We can say these points are the pillars of the marketing plan. Cocacola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. This case presents the challenges the coca cola company faces in brazil. Project report marketing management product strategy of coca cola. Coca cola is one of the most leading company in soft drink beverage industry. Important things companies need to do in marketing plan. Diet coke introduced in 1982, which uses aspartame, a synthetic phenylalaninebased.
Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. 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. Marketing mix of coca cola 4 ps of coca cola coca cola 4. 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 cocacola that maintains the same taste. Cocacola marketing strategy is one of the most complete and diverse strategies today. Cocacola, a company that developed in in 1886, has the most known and admired trademark around the world. Not only is coke up against its nemesis, pepsi, but it must also compete with hundreds of local brands, many of which do.
While cocacola managed the overall brand strategy, concentrate production and some large multinational customers such as mcdonalds, the bottlers manufactured the. The beverage industry analysis gives a synopsis of the trends in the industry that coca cola is a part of. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Because of this, coca cola has come up with long term objectives. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. It is best known for its flagship product, cocacola, and is. 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. It contributes to the highest sales of soft drinks globally. Implementing a new gotomarket strategy at cocacola. 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 marketing strategies pepsi co coca cola scribd. All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. Marketing strategy contents introduction and summary of the company. Strengths cocacola has been an intricate part of american culture for over a century. Marketing strategy analysis of coca cola essay sample. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. As cmis joe pulizzi said last month, cocacola is betting the farm on brand content marketing. Sep 08, 2018 competitive advantage in the marketing strategy of coca cola. Since cocacola operates in more than 200 countries. Coca cola s headquarters are in atlanta, georgia, in america. Strengths coca cola has been an intricate part of american culture for over a century. Marketing strategies of cococola india presented by shahnas a sabitha z.
Pemberton, an atlanta pharmacist, when he tried to. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Since coca cola operates in more than 200 countries. An example for such successful implementation of marketing strategy is 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.
Ppt marketing strategies of powerpoint presentation free. The cocacola company is one of the leading american beverage company having its network all over the world. In a 7 to 10page paper, integrated your external and internal company analysis, completing a formal company swot. As cmis joe pulizzi said last month, cocacola is betting the farm on brand content marketing whats fascinating about cocacolas foray into content marketing isnt just that a beverage producer has recognized the value of using content to. Analysis of brandlevel strategic pricing between cocacola company and pepsico. Ppt marketing strategies of powerpoint presentation. Pdf strategic marketing plan for cocacola 2016 researchgate. The cocacola marketing and distribution essay example. The cocacola brand is globally valued and recognized. 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. And as a result of its operations the scarce water has been polluted by coca cola case study coca colas strategy. To conduct competitive analysis of this company, we need to know its market shares, strategies, strengths and weaknesses, and its market position. See discussions, stats, and author profiles for this pu. This paper performs a strategic analysis of the coca cola company, a leader in the beverage industry.
Globally, coca cola is more dominant and has a majority of the global market share. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making. The product is controlled by the cocacola company, a. 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 cocacola.
Its own or license as well as market more than 500 beverage brands along with a variety of juices, enhanced waters, energy and sport drinks, readyto drink coffees and teas, etc. 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. 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. Remote work advice from the largest allremote company. Lessons from a competitive analysis of coca cola and pepsi. Cocacolas headquarters are in atlanta, georgia, in america. Advertising is a key strategy for cocacolas growth market.
Jan 21, 2016 the open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. Creating a strategic marketing and nc state university. 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. Coke as a brand in itself tries to substitute the entire soft drink. Cocacola company is a business, first and foremost and just like any other business, it has its strengths, weaknesses, opportunities, and threats, which is why it became the subject of countless research projects and swot analyses. Discussion and analysis of the marketing strategy of coke. Cola products account for over 60% of the total soft drink market and include popular brands such as cocacola, pepsi, and thumps up etc. What makes coca colas marketing strategy so successful.