Cocacola marketing plan the coca cola company coca cola. The secret behind cocacola marketing strategy youtube. We are going to focus on their marketing strategies, but first we need to. What process do you use to insure your marketing strategies are in lockstep with your business. The products are associated with having a good time with friends and family and enjoying everyday life. 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. 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. Effects of marketing strategies on organizational performance international journal of business marketing and management ijbmm page 2 as a subsidiary of the a. Coca cola was established in 1886 in atlanta by john pemberton. An example for such successful implementation of marketing strategy is coca cola. Marketing strategy of coca cola coca cola strategy. Doc project report on marketing strategies of coca. If we thoroughly analyze cocacola marketing strategy, well see that its heavily linked with the concept of 4ps. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us.
Cocacola beverage, cocacola currently offers nearly 400 brands in over 200 countries or territories and serves 1. Utc mean under the crown scheme, coca cola often do this type of scheme and they. The background of the company clearly illustrated in the beginning of this paper as well as the mix product of marketing. To fully understand how they act, lets discuss the components of their marketing strategy. The products are also marketed as consistent and of high quality. The marketing strategies which were made by cocacola company to win the cola war in 1990s had been very successful as cocacola company had a total market share of 48.
Cocacola is the biggest nontechnology company in the world. 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. He had remarkable values, and placed our people at the centre of everything we do. Singh says the company is training shop owners to promote the brand in order to encourage more indians to drink coca cola co. The product is controlled by the coca cola company, a. Analysis of brandlevel strategic pricing between cocacola company and pepsico. Coca cola is quite popular in the younger group and hence most of its advertisements and campaigns are undertaken keeping in view the younger generation. Coca cola india ceo reveals aggressive promotion strategies atul singh, ceo and president of coca cola india, reveals his strategies for aggressively promoting the brand across the country. This stepbystep guide covers all aspects of the marketing plan with a coca cola example. Cocacola is launching a new brand purpose, better when were open, in europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view.
Mar 21, 2014 marketing strategies of coca cola company 1. 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. 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 founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Its quite hard for organizations to reach the magnitude of cocacola, but using the right marketing strategies may give a huge boost to increase worldwide brand recognition. Discussion and analysis of the marketing strategy of coke. Cocacola takes one brand marketing strategy global with. An analysis of market segmentation of the cocacola. Its products can be found in over 200 countries around the world. We are energised by our position now, and our excellent progress against our strategy leaves us in a confident position for the year ahead. The worldwide popularity of cocacola was a result of simple yet groundbreaking marketing strategies like consistency. Identifying market segments andtargets formarketing. 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. The coca cola brand is globally valued and recognized.
Coca cola marketing analysis project report swot analysis. Coca cola marketing campaign introduction assessing the consumer behavior has always been a tricky matter for a marketer and whenever a company fails in its pursuit of excellence, it goes in retrospective to search for the reasons for failure and the first reason which appears on top of the list is consumer behavior. Dec 04, 20 introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. 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. The cocacola comp cocacolaany, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. Mar 11, 2015 the integrated components used by coca cola employed a mass media methodology which included television advertising, print media and banner ads. 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. Pdf coco cola marketing strategy and market plan ekin duran. Introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. Rukmani singaram1, athul ramasubramani2, aaditya mehta3, pari arora4. Cola zero lemon launch in italy and the czech republic helped grow coke zero volumes in these countries by more than 20% in 2017. 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. As of 2020, there are several coca cola marketing strategies like productservice innovation, marketing investment, customer experience etc.
It contributes to the highest sales of soft drinks globally. Lets dig deep into the details of coca cola share a. In this few minutes we will try to let you know a little bit more about both firms. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Cocacola used to focus its strategy on the three as. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. This is where coca cola s marketing strategy kicks the door open and launches campaigns that involve attachment of companys values to practical emotions shown by the customers.
Sep 07, 2016 the marketing plan also covers the current position of the business, its target market and a set of marketing tools or marketing mix that business will use to achieve marketing objectives. The company also claims that innovation is at the heart of everything they. Coco cola marketing strategy and market plan executive summary giant soft drink company coca cola has come under intense scrutiny by investors due to. Being addicted to cocacola also is a health problem, because drinking of cocacola daily has an effect on your body after few years.
Branding is one of the most important aspects of any business, large or small. The brand is present across more than 200 nations and is sold in packages of various sizes. Brand building, brand image, brand loyalty, customer loyalty, customer satisfaction, marketing strategy. The international empire of coca cola spans more than 200 countries. These videos mostly capture the moments of joy in peoples life. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Coke as a brand in itself tries to substitute the entire soft drink. Read on to discover more about the worlds renowned beverage brand through this coca cola swot analysis. Marketing mix of coca cola analyses the brandcompany which covers 4ps product, price, place, promotion and explains the coca cola marketing strategy.
Coca cola is the most popular and biggestselling soft drink in history, as well as the bestknown product in the world. Promotion strategies of coca cola the final projects. There are many versions of drinks under the cola wings. Cola hbc above the willis towers watson benchmarking pool of high. It generates 60% of its revenue and about 80% of its operating profit from outside the united states. So, the indian soft drink industry saw a dramatic change in the decade of 1990s. Sales promotion for coca cola is aimed at two strategies. The feel good factor and the fun life style are some important things that reflect in coca cola s marketing strategy. This article represents a critical analysis of marketing communications materials used by coca cola company, a global beverage manufacturer and retailer based in georgia, united states.
The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection. Because of this, coca cola has come up with long term objectives. Marketing strategy of coca cola coca cola marketing strategy. This is where coca colas marketing strategy kicks the door open and launches campaigns that involve attachment of company. Coca cola is one of the most leading company in soft drink beverage industry. The 4 ps of coca cola include the product, the price, the place and the promotions. Leadership strategy of cocacola company limited the coca cola company has been under the leadership of kent muhtar, as its chairman and ceo since april 23, 2009. Introduction assessing the consumer behavior has always been a tricky matter for a marketer and whenever a company fails in its pursuit of excellence, it goes in retrospective to search for the reasons for failure and the first reason which appears on top of the list is consumer behavior. Cocacola is the most popular and biggestselling soft drink in history, as well as the bestknown product in the world. We have used the qci model on this case study to clearly study the coca cola crm process. Aug 14, 2019 cocacola has achieved digital success in digital marketing. The parent product of the company is cocacola drink, which is a flagship product.
It sells a variety of sparkling and still beverages. It is currently involved in retailing, marketing nonalcoholic beverage syrups, manufacturing and other stuff. Pemberton, an atlanta pharmacist, when he tried to. Coca cola marketing strategies free download as word doc. Coca cola marketing strategies pepsi co coca cola scribd. With our large number of brands, employees, and communities, there is always a new story at the coca cola company. Download 12page marketing plan on marketing plan for cocacola 2020. Previous failed marketing strategies such as coke zero and desani. Coca cola fan page is the second largest fan page in facebook. On the other hand, coca cola becomes a successful company and earns great revenue, using its internal and external marketing strategies to overcome most of the other competitors. This is reflected in the companys 2017 employee engagement results, which set the bar for the coca. This is called the differentiated marketing strategy. Coca cola undertakes the segmented marketing strategy by marketing its products to different segments by separate offerings to them. The coca cola company uses a number of marketing mix strategies for its most valuable brand, coca cola.
Apr 26, 2019 i recently asked francisco to illuminate parts of cocacolas strategic process. Its product portfolio consists of roughly more than 400 brands. Cocacola company to understand the consumer insights that shape the nonalcoholic readytodrink nartd beverages. Videos have always been an integral part of coca cola s marketing strategy. Doc project report on marketing strategies of coca cola. Like once they offer bicycles, caps, tv sets, cash prizes etc. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008.
Apr 15, 2020 coca cola marketing strategy vintage coca cola ad. The company has a large product portfolio of sparkling and still beverages. A positioning statement explains how a companys product or service is differentiated from those of key competitors. Project report on marketing strategies of coca cola submitted by acknowledgements. Apr 24, 2018 marketing strategies of coca cola and pepsi. To understand its product strategy, it is first important to know that coca cola is primarily a producer and marketer of concentrates and syrups. 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.
Discussion and analysis of the marketing strategy of coke zero in. Coca cola company is one of the fastest growing multinational enterprises in nigeria. Leadership strategy of cocacola company limited premium. When introducing new packages or products, developing strategy or. A study on the marketing strategies for millenniums focusing on india. Within a few years, coca cola became the most recognized, renowned, and widely distributed brand in the world. Ignacio bermudez patricia alonso jose alonso ines banos thanks for your attention. While these provided for tremendous growth, they also led to lowered entry barriers. Operation strategy of coca cola 2990 words bartleby. Then janta party beats the congress party and the central government was changed.
Coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Hills in marketing option and marketing in the portable mba in entrepreneurship. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated. Advertising strategy of cocacola at cocacola beverages pvt. Coca cola is a multinational corporation having its route in almost every part of the world. Other brands owned by the coca cola company that have a strong brand image. Brand market share makes coca cola direct competition for competitors and new competitors emerging in the market.
Pdf strategic marketing plan for cocacola 2016 researchgate. The report is also identified marketing strategies of the coca cola company which create opportunities for it to survive in the competitive. Coca cola position its products as refreshing and thirst quenching. Till today, the formula of cocacola remains a secret, although there have been many recipes and experiments that have been published. Currently, james quincey is the ceo of this mega corporation. This equity is derived from peoples willingness to pay a premium for the brand and an unwillingness to accept substitutes. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Cocacola marketing strategy is one of the most complete and diverse strategies today. These products serve as the principal raw materials for the enduser beverage products of the company. Sep 08, 2018 this is something that cocacola has been the master of for over 100 years. In coca cola marketing mix, promotions and place plays a major role in building the brand. Jan 19, 2016 cocacola is launching its first global marketing campaign in more than a decade as it takes its one brand strategy global with the introduction of the new taste the feeling strapline.
The name cocacola is derived from its two ingredients, kola nuts, which consists of caffeine, and coca leaves. The products are said to bring joy, as apparent from coca cola s latest tagline little drops of joy. Coca cola integrated marketing communications published on march 11, 2015 march 11. Heres how coca cola keeps its marketing strategy focused. An evaluation of marketing strategies undertaken by coca cola. 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. The overview of this case study clearly provides information that using advance crm strategy help coca cola to achieve their goal without losing their market. Leventis group with the franchise to bottle and sell products of the coca cola. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. Advertising strategy of coca cola at coca cola beverages. Caffeinefree cocacola, cocacola zero sugar, cocacola cherry, diet coke caffeine free, cocacola vanilla and special versions with lemon, lime and coffee. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states.