Pet bottles, returnable glass bottles, economy packs. Debuted in 2009, cocacolas lofty slogan open happiness was overused to cover all of its idealsbased campaigns from antibullying to. Marketing analysis of the product coca cola zero marketing. The company and its subsidiaries employ nearly 31,000 people around. Marketing strategy in a nutshell maps an idea which forms the base of sustaining business keeping in mind the longterm benefits and competition in market. Today, while the soft drink industrys value has increased in 2004, the volume sales of carbonated soft drinks has declined due to a large proportion of consumers who are opting for the. Jan 21, 2016 the open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. Advertising strategy of cocacola at cocacola beverages pvt. The open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. A free powerpoint ppt presentation displayed as a flash slide show on id. The main idea behind their marketing is they read peoples mind across geographical. The onebrand strategy focuses on new packaging that unites all trademark coke products cocacola, diet coke, coke zero and cocacola life under a. Segmentation, targeting and positioning of cocacola. Previous failed marketing strategies such as coke zero and desani.
But whether theyre selling hamburgers, dish soap, or personal computers, their position as. 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. This article represents a critical analysis of marketing communications materials used by cocacola company, a global beverage manufacturer and retailer based in georgia, united states. Ignacio bermudez patricia alonso jose alonso ines banos thanks for your attention. We knew from running the share a coke campaign in other countries that we could get teens to buy a bottle of coke.
Coke as a brand in itself tries to substitute the entire soft drink markets. Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities around the world. This report serves as a comprehensive marketing audit of cocacola. Pdf strategic marketing plan for cocacola 2016 researchgate. A marketing strategy is needed to launch the product in canada. The cocacola companys structure is a hybrid of both mechanistic and organic models. Jun 03, 2011 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. Marketing strategy analysis of coca cola essay sample. This is why the company pushed towards decentralization in the nineties, and even more so recently.
Coca cola marketing strategy essays the cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The cocacola brand is globally valued and recognized. In this few minutes we will try to let you know a little bit more about both firms. Ive covered all necessary parts in this marketing plan template with an example of cocacola, which should be addressed. Explore our digital marketing strategy and planning toolkit. In 2006, the company reached another milestone with the acquisition of dr peppersevenup bottling group, the largest independent bottler in the united states.
Come browse our large digital warehouse of free sample essays. Get the knowledge you need in order to pass your classes and more. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us. Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. Mar 21, 2014 marketing strategies of coca cola company 1. As price gives us the profit so this p is very important for business price of product should be that which gives maximum benefit to the company and which. Introduction cocacola, the world largest beverage company, began in 1886 in more humble circumstances with sales averaging nine drinks per day to the 1. 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 proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. Implementing a new gotomarket strategy at cocacola. Coke zero has been identified as one of cocacolas biggest product to launch over the past 22 years. This paper performs a strategic analysis of the cocacola company, a leader in the beverage. Marketing strategy in cocacola free download as powerpoint presentation.
The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. The brand development strategy of coca cola comprised redesigning. Coca cola marketing strategies free download as word doc. Cocacola originally entered china in 1927, but left in 1949 when the communists took over the country. Marketing mix of coca cola analyses the brandcompany which covers 4ps product, price, place, promotion and explains the coca cola marketing strategy. This heads up our list not only because it was integrated with great videos and social media, but solid copywriting for the complete package. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Distribution strategy in the marketing strategy of coca cola it uses several sales and distribution models depending on market, geographic conditions and the customers profile.
Marketing analysis of the product coca cola zero marketing essay. Organizational structure of coca cola company the cocacola company realizes that it needs to be able to meet the ever changing demands of its customers. Marketing strategy of coca cola mayureshnikam1, vishal v. In 1979, it returned with a shipment of 30,000 cases from hong kong. Marketing strategy in cocacola the coca cola company. Discussion and analysis of the marketing strategy of coke. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Branding is one of the most important aspects of any business, large or small. Marketing mix 4ps marketing mix is a strategy which a company uses to formulate a productservice offering for its customers. The company is most wellknown for its soft drink, coke.
Cocacolas new marketing strategy taste the feeling. Coke zero brought together the real coke taste with zero sugar. Ppt marketing strategies of powerpoint presentation free. In many industries, one particular company stands out as the leader, having the highest sales and the largest customer base. A marketing strategy is a business overall game plan for reaching people and turning them into customers of the product or service that the business provides. Coca cola marketing strategies pepsi co coca cola scribd. If im going on a road trip in my car, the can fits perfectly in my car cup holder, the huge 2 litre wont. When you watch the videos youd be forgiven for immediately thinking that this is the usual brand or corporate rhetoric, but if you dig deeper theres, not surprisingly, much that we can take from what coke are saying.
Then janta party beats the congress party and the central government was changed. Since its existence, cocacola has used extensive and diverse advertisements to increase its market share, this has led it to become one of the most recognized name brands in the world. Another price strategy used by coke zero is penetration. It also proposes a definition for marketing strategy, the. Pepsi, which only entered china in 1982, is trying to be the leading softdrink producer in. The marketing strategy of coke zero 375ml cans is best described as market. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Why coca cola launched its onebrand marketing strategy. It was sweetened with artificial sweetener aspartame and had a separate formula for manufacturing which was. We believe that the innovative flavour and herb combinations of fuze tea and the marketing investment to support the brand will revitalise the ready. Project report on marketing strategies of coca cola submitted by acknowledgements.
Implementing a new gotomarket strategy at cocacola enterprises. Because of this, cocacola has come up with long term objectives. Marketing mix strategy is created using the 4ps of marketing product, place, price, promotion and 7ps in case of service physical evidence, people, process. Began in 1866, constant development in the brand packaging and positioning leads in the great success of the coca cola company. The largest of failures here in the uk though being the unsuccessful bottled water desani, which suffered bad press and was found to be similar to tap water, as oppose to all other bottled water in the uk which is spring.
Marketing strategy analysis of coca cola essay example. The marketing plan should be precise, but comprehensive and descriptive. Segmentation, targeting and positioning of cocacola essay sample. 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. Diet coke introduced in 1982, which uses aspartame, a synthetic phenylalaninebased. Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Its launch was at first restricted to six markets in the united states and these were baltimore, denver, minneapolis, san diego, jacksonville and new york. Cocacola zero cocacola zero, a product that tastes like cocacola classic but without the calories, was launched in june 2005 in the united states. B cocacola got the permission to enter the country with a 100 per cent unit in india. Doc project report on marketing strategies of coca cola. May 18, 2019 place in the marketing mix of diet coke diet coke is a product of cocacola company but has created a niche market for its own. Based on an evaluation of the watch market and our strengths, general will introduce the spree watch. Not changing the logo till date is the best strategy adopted by cocacola. Didnt cocacola just nail marketing and reverse psychology in the above picture.
The worldwide popularity of cocacola was a result of simple yet groundbreaking marketing strategies like consistency. The product strategy and mix in coca cola marketing. Cocacola have just launched a new one brand marketing strategy. Discussion and analysis of the marketing strategy of coke zero 47 is a tool for deciding the main marketing strategy that should be used depending on whether both the product and market are either new or preexisting. 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. Cocacola marketing strategy is one of the most complete and diverse strategies today. Today, cocacola is an internationally recognized soft drinks company with ambitious. Diet coke was a huge success story for cocacola as it created record sales and overtook its existing brand diet cola. Its world headquarters is based in atlanta, georgia.
Sep 07, 2016 the more you insert efforts in the marketing plan, the more growth in business will be achieved. 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. Its strategy is to be globally known and its mission and vision suggests its going to do that by. Aug 19, 2019 cocaine was removed from coke in 1903. Initially, it will be implemented in mexico and it will be rolled out to other markets through 2016 and into 2017. Pdf coco cola marketing strategy and market plan ekin duran. Sep 07, 2017 the cocacola company is looking to tap into this growth, and the company is focusing on making india its third largest market though without a definitive time frame, up from its current sixth. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage.
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. The cocacola company is looking to tap into this growth, and the company is focusing on making india its third largest market though without a definitive time frame, up from its current sixth. Discussion and analysis of the marketing strategy of coke zero in. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. 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.
Half the buyers of branded fashion watches are between 18 and 34 years of age. Every business irrespective of its size needs to have definite goals in order to expand the business. The difference of marketing strategy of coke and pepsi in. Heres 15 examples of great integrated marketing campaigns that work by combining content, digital and website marketing, with traditional marketing methods like pr old spice. Cokes pricing strategy is not based on the quantity sold, but on the value created. Each one of the offerings creates a separate value proposition for the customer based on their insituation usage.
Introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. We are going to focus on their marketing strategies, but first we need to. The product is available nationally in supermarkets, mass merchandisers, drug stores, convenience stores, and variety stores. Indeed, with nearly 1 billion cocaola drinks sold every single day, it is the worlds most recognized brand. A classic brand failure think of a brand success story, and you may well think of cocacola. Scribd is the worlds largest social reading and publishing site. Heres how cocacola keeps its marketing strategy focused. This group, which purchases more watches per capita than those older, is our primary market segment. Steal cokes pricing strategy based on value created. Coca cola company operations and strategies business essay.
How cocacola plans to make india its third largest market. There are few experts who believe that when coca cola had the tag line of the real thing, it was really that but with the invention of various categories of coke, the real thing changes to many things, and the original flavor is usually lost. The name and the original current trademark logo was the idea of pembertons accountant frank robinson, who designed the logo in his own writing. When identifying specific marketing objectives to support your longterm goals, it is common practice to apply the widely used. To fully understand how they act, lets discuss the components of their marketing strategy. Coke has stand out and left all its competitors wondering regarding the exceptional marketing and branding strategy of the coca cola.
This audit examines the internal and external operating environment, the varied strengths, weaknesses, and other market forces driving change at cocacola. Ppt marketing strategies of powerpoint presentation. Marketing strategies of cococola india presented by shahnas a sabitha z. What makes coca colas marketing strategy so successful. Marketing strategy of coca cola coca cola strategy.