An evaluation of marketing strategies undertaken by coca. Segmentation helps the brand to define the appropriate products for specific customer group. Company provides various types of beverages such as juice and soft drinks. Led by cocacola, the worlds most valuable brand, their companys. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. Historically, this highly competitive 64 billion soft drink industry. Marketing strategies of coca cola 1 linkedin slideshare. This activity is based on how actively coca cola is applying promotional mix or communication tools for increasing its brand equity. Segmentation, targeting and positioning of coca cola essay sample. Marketing strategies of cocacola amatil myassignmenthelp. Communication tools of coca cola coca cola promotion. Segmentation, targeting and positioning of cocacola. Heres how coca cola keeps its marketing strategy focused.
This is a presentation on marketing plan in coca cola. The bottling partners of coca cola work with its customers for implementing localized strategies they develop in partnership with coca cola company. The company has a large product portfolio of sparkling and still beverages. Drinking a cocacola, any cocacola, makes the moment special. Marketing concept of coca cola download free essays. The coca cola soft drink was invented by john pemberton in 1886 ford, stephens, and cooper 2007, p. An evaluation of marketing strategies undertaken by coca cola abstract. Project report on marketing strategies of coca cola submitted by acknowledgements.
A balanced focus on brands while responding to emerging consumer trends. The level of marketing spending to advertise lower sugar, no sugar and no calorie beverages has been doubled in 2015 2. Thats the biggest activation in the history of the coca cola company ever. John pemberton in may 1886 initially sold at local soda fountain counters growing demand and the idea of making the beverage continue reading the secret behind cocacola. The products are priced competitively because of the heavy competition in the soda industry. Download 12page marketing plan on marketing plan for cocacola 2020. By doing this, coke forces out other competition, and keeps the restaurants, or other businesses. Direct marketing coca cola uses direct marketing in many. Pdf strategic marketing plan for cocacola 2016 researchgate. Apr 18, 2016 this video is about coca cola s marketing campaign strategy. The cocacola company business level and corporate level strategies this paper analyzes the businesslevel and corporatelevel strategies of the cocacola 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. The cocacola comp cocacolaany, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company.
First, the company partners with various restaurants, movie theatres, etc. This way, when a customer orders a drink, the only brand they are offered is cocacola, which forces them to buy a drink from that brand. The author of the study will also deal with the various marketing strategies. These are some of the different branding strategy of coca cola company that has embedded the brand in the lives of many people all over the world. This paper marketing concept of coca cola will highlight the definition of marketing concepts and the various marketing methodologies utilized by coca cola to acquire and retain the customers. Cocacola marketing strategy free essay example eduzaurus.
Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The international empire of coca cola spans more than 200 countries. Introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. Presentation this is a presentation on marketing plan in coca cola. Coca cola is one of the most leading company in soft drink beverage industry. Cocacola announces one brand global marketing approach. Ko advantages cocacola pursues a differentiation strategy, and has built its company around the pursuit of this strategy. Then janta party beats the congress party and the central government was changed. Cocacola announced its one brand global marketing strategy that unites cocacola brand range. In 1985, cocacola introduced new coke, the first change in formulation in 99 years. As with many large corporations in todays world, the company has made great strides in becoming. Below information is sourced from globaldata and internal estimates. Pdf coco cola marketing strategy and market plan ekin duran.
According to the article, 7 strategies cocacola used to become one of the worlds most recognizable brands, pembertons bookkeeper, frank mason robinson, decided that cocacolas logo should be written in the spenserian script, which accountants used, because it would differentiate it from its competitors feloni, pg. Nov 12, 2019 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. Coca cola is famous for its worldwide rating and popularity as its products are sold to over 200 counties, while major competitors only sell in some countries, placing coca cola is an obvious and easily known by all people. Ko advantages cocacola pursues a differentiation strategy. Power point presentation of cocacola marketing plan made for 2015. Generally, an ebook can be downloaded in five minutes or less.
The company also claims that innovation is at the heart of everything they do and it is one of the reasons why they success. Introduction cocacola company is one of the fastest growing multinational enterprises in nigeria. Communication tools of coca cola free download as powerpoint presentation. Coca cola market plan and market research free essay example. Both cocacola and pepsico use the internet in order to plan their marketing strategies and collect secondary data about their marketing campaigns and consumer information. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi.
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. This video is about cocacolas marketing campaign strategy. The coca cola company creates value by executing comprehensive business strategy. Since its inception, the company has been focused on the manufacturing and marketing of soft beverage drinks. Finally, cocacola eliminated new coke and returned the original coke into the market as cocacola classic.
Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. Doc project report on marketing strategies of coca. Coca cola marketing strategies free download as word doc. Cocacola and pepsico both use the internet to plan marketing strategies using the information that they receive from webbased surveys, hits on certain products. Marketing strategy of coca cola coca cola strategy. On the other hand, cocacola becomes a successful company and earns great revenue, using its internal and external marketing strategies to overcome most of the other competitors. An example for such successful implementation of marketing strategy is coca cola. Doc project report on marketing strategies of coca cola. Promotion strategies of coca cola the final projects. Presentation on marketing plan of coca cola assignment point. However, the introducing of new coke was the biggest marketing blunder of cocacola. Apr 19, 2020 marketing mix of coca cola analyses the brandcompany which covers 4ps product, price, place, promotion and explains the coca cola marketing strategy. An analysis of market segmentation of the cocacola. Started in 1886, as a small patented medicine company based in atlanta, usa, to the worlds largest soft drink manufacturer.
Soft drinks hold the majority market share when it comes to the beverage market, and cocacola and pepsi are the leading companies in selling soft drinks. Brand market share makes coca cola direct competition for competitors and new competitors emerging in the market. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Consumer marketingin the cocacola amatil company, marketing investments are designed to improve the customer awareness and increase the customer preferences for the companys products. Asa candler founded the coca cola company in 1892 in atlanta georgia. Company has around 146200 employees across the world who is serving 3500 beverages to the customers. Download 11page term paper on cocacola marketing strategies 2020. 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. Marketing strategy contents introduction and summary of the company. Cocacola is the popular and leading beverage company across the world.
Compensation strategies used by coca cola, research paper. A study on the marketing strategies for millenniums focusing on india rukmani singaram 1, athul ramasubramani 2, aaditya mehta 3, pari arora 4 14 christ deemed to be university. Read the latest company statements and press releases to stay up to date on the latest from the cocacola company, its portfolio of brands, employees, and communities. Introduction coca cola company is one of the fastest growing multinational enterprises in nigeria. The worldwide popularity of cocacola was a result of simple yet groundbreaking marketing strategies like consistency. Mar 21, 2014 marketing strategies of coca cola company 1. Comparison between cocacola and pepsi marketing strategy. If they are to be more successful then they need to be sharper. The company is operating its business in more than 200 countries in all over the world. Download excellent presentation slides on blue ocean strategy and digital marketing strategy. An analysis of market segmentation of the cocacola company. Cocacola announced its one brand global marketing strategy that unites coca cola brand range. Direct marketing cocacola uses direct marketing in many ways.
Coca cola is the popular and leading beverage company across the world. A study on the marketing strategies for millenniums. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Presetting objectives of pricing, assess priceproduct correlation, forecast costs and. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. An evaluation of marketing strategies undertaken by coca cola. History has shown that the cocacola company has touched so many lives since world war ii retroplanet2008.
The brand is present across more than 200 nations and is sold in packets of various sizes. Utc mean under the crown scheme, coca cola often do this type of scheme and they. Previous failed marketing strategies such as coke zero and desani. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. The coca cola company has the privilege of being a worth competitor that constantly drives it to be as a smarter, more rapidly and better company in adopting the pricing strategies. Like once they offer bicycles, caps, tv sets, cash prizes etc. Comparison between coca cola and pepsi marketing strategy. The coca cola company has grown tremendously to become the biggest manufacturer and retailer of soft beverage drinks in the world. Branding is one of the most important aspects of any business, large or small. Exclusive report 50 pages on marketing strategy of coca cola can be downloaded here. Coca cola marketing analysis project report swot analysis. The company also claims that innovation is at the heart of everything they.
However, it has invested a lot in marketing to acquire global popularity. The coca cola company is the world largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Enterprises, firms, marketing, international, coca cola company, strategies. Read the latest company statements and press releases to stay up to date on the latest from the coca cola company, its portfolio of brands, employees, and communities. However, the introducing of new coke was the biggest marketing blunder of coca cola. The secret behind cocacola marketing strategy marketing.
This stepbystep guide covers all aspects of the marketing plan with a coca cola example. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc. According to one brand marketing campaign coca cola advertising via various channels will feature all four different brands of coca cola as illustrated in. The cocacola soft drink was invented by john pemberton in 1886 ford, stephens, and cooper 2007, p. John pemberton in may 1886 initially sold at local soda fountain counters growing demand and the idea of making the beverage portable led to bottling the sparkling drink in its. The song was part of the branding strategy of coca. The coca cola products appeal to a wide range of people from all races, genders, and ages. 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. Aug 03, 2015 the company has announced one brand marketing campaign that is aimed to unite four different brands coca cola, diet coke, coca cola zero and coca cola life under the umbrella of coca cola. Coca colas great global strategy and marketing skills are shown in depth with the debut of there one brand strategy. Introduction coca cola, the world largest beverage company, began in 1886 in more humble circumstances with sales averaging nine drinks per day to the 1. Finally, coca cola eliminated new coke and returned the original coke into the market as coca cola classic. As with many large corporations in todays world, the company has made great strides in becoming more energyefficient and environmentally conscious.
This research tend to evaluate the marketing strategies make use of by coca cola company in. Soft drinks hold the majority market share when it comes to the beverage market, and coca cola and pepsi are the leading companies in selling soft drinks. It contributes to the highest sales of soft drinks globally. In 1985, coca cola introduced new coke, the first change in formulation in 99 years. Being addicted to cocacola also is a health problem, because drinking of cocacola daily has an effect on your body after few years. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. Cocacola sustainability strategy cocacola enterprises is the largest manufacturer, distributor and marketer of nonalcoholic beverages and syrups in the world. The secret behind cocacola marketing strategy marketing strategy.
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