An evaluation of marketing strategies undertaken by coca cola. Monday, april 7, 2014 swot analysis porters five forces analysis threat of new entrants entry barriers are relatively low for the beverage industry threat of substitute products there are many kinds of energy drink ssodajuice products in the market. Marketing strategy analysis of coca cola essay sample. Coca cola has realised their marketing strategy that has worked well for decades needed to evolve. It all started years ago, in 1886, when a confederate colonel in the civil war, john pemberton, wanted to create his own version of coca wine cola with alcohol and cocaine and sent his nephew lewis newman to conduct a market research with the samples to a local pharmacy jacobs pharmacy. Marketing plan of coca cola company marketing essay. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Define a content strategy aligned with corporate objectives. Marketing plan of coca cola mkt201 assignment marketing. Cocacola life launched with integrated marketing t1. An evaluation of marketing strategies undertaken by coca.
Content 2020 feels more like an internal video prepared especially for the cocacola marketing team, laying out their strategic vision for the future. May, 2015 however, for the marketing team within this global brand, the main challenge continues to be to not allow themselves to rely on its history to remain fresh and relevant with modern consumers. The company exports approximately 70% of its product to europe, eurasia and the middle east and was founded by dr. Coca cola market plan and market research free essay example. Hence, the global strategy is localized through a specific geographic marketing plan. Executive summary the following marketing plan forms the basis for the introduction of an innovative new product by the cocacola company.
Suppose these surveys revealed that 40 percent of the population uses coca cola s product, implying that 60 percent x 41 million 24. The paper outlines the current scenario and historical background of the company. Coca cola company owns more than 400 brands, which include sport drinks, teas, coffees, soft drinks, and other beverages. This report focuses on specific marketing theory, relevant to the coca cola company, marketing theory include marketing orientation, marketing mix, marketing.
Marketing presentation on coca cola linkedin slideshare. Coca cola would then hire a local marketing agency to conduct detailed customer surveys to determine what percentage of the population consumes coca cola s soda on a regular basis. Cocacolamarketingplan cocacola company marketing plan1. Brand management section of our research repository. Market research has three sectors that are called customers, competitors.
Cocacolas biggest marketing challenge imedia connection. This case study examines the coca cola imc approach as described in the cola war blog. It is one of the top companies of the world and has remained as the number 1. The imc approached helped coca cola to bring coca cola life on shelves nationwide. Coca cola is constantly working to find new ways, strategies, campaigns, and events to make sure it stays topofmind for legacy as well as new customers. Mar 10, 2015 this case study examines the coca cola imc approach as described in the cola war blog. Cocacola didnt just jump on the content marketing bandwagon. Marketing strategy and plan coca cola drink companies free. For marketing of direct, the coca cola company uses strategy of the exclusive, for example, it make some restaurants and cinemas to only sell their products, eliminate direct.
Marketing budget will be allocated according to the requirements of the marketing plan. It generates 60% of its revenue and about 80% of its operating profit from outside the united states. May 05, 2016 for marketing of direct, the coca cola company uses strategy of the exclusive, for example, it make some restaurants and cinemas to only sell their products, eliminate direct competition. Cocacolas new marketing strategy taste the feeling. Strategic marketing plan of coca cola company by prezi user. When you watch the videos youd be forgiven for immediately thinking that this is the usual brand or corporate rhetoric, but if you. From the star cocacola drink to inca kola in north and south america, vita in africa, and thumbs up in india, the cocacola company owns a product portfolio of more than. This report looks at various marketing techniques used by coca cola to become one of the best known brands of the world. Radicle janelle andrew bonnie sam outline creative plans marketing strategy 1. Coca cola s headquarters are in atlanta, georgia, in america.
Cocacola integrated marketing communications t1 2016. Cocacola adopts one brand global marketing approach. Content marketing strategy in implementation, from cocacola. Weaknesses goals strategy campaign budget types of. Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors. Developing marketing plan for soft drink term paper marketing. 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. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. This aspect can only benefit coca cola, and will set them apart from their competitors. Nov 29, 2012 this report focuses on specific marketing theory, relevant to the coca cola company, marketing theory include marketing orientation, marketing mix, marketing environment and swot analysis. Jun 20, 2014 coca cola asks their consumers multiple times a year about their progress as a company and how they can make themselves better. Cola employees around the world who documented what the company is doing in their respective countries. The first part of the study is based on discussion about strategic focus and plan of coca cola company.
Marketing strategy of coca cola coca cola strategy. Environmental analysis pest analysis is valuable while analyzing external environment where a business is conducted. The cocacola company marketing plan free essay example. Coca cola has been part of popular culture for over 100 years and has been called a vision brand. Cocacola adopts one brand global marketing approach with taste the feeling campaign 19th january 2016 by alex brownsell cocacola has unveiled a new one brand global marketing. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. 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. The resultant international presence of coca cola is a direct outgrowth of the marriage of the advertising, direct marketing, as well as web based interactive and social. Cocacola is a usbased beverage company headquartered in atlanta, georgia. Apr 04, 20 coca cola company allows subsidiary company for making differences in packaging, distribution, and media that are important to a particular country or geographical area. Implementing a new gotomarket strategy at cocacola. Marketing strategies employed by coca cola and pepsi cola. 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. Sep 07, 2016 marketing budget will be allocated according to the requirements of the marketing plan.
Introduction to coca cola the coca cola company was first established in 1886 by dr john styth pemberton. Cocacola life launched with integrated marketing t1 2016. Coca cola is a usbased beverage company headquartered in atlanta, georgia. Multinational model strategies used by coca cola company. This report serves as a comprehensive marketing audit of cocacola. Aug 19, 2019 marketing history market research in the beginning. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. However, for the marketing team within this global brand, the main challenge continues to be to not allow themselves to rely on its history to remain fresh and relevant with.
The coca cola brand is globally valued and recognized. Introduction to coca cola the cocacola company was first established in 1886 by dr john styth pemberton. Today, the company is the worlds leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in atlanta, usa. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. This content was copied from view the original, and get the alreadycompleted solution here. Nov 16, 2012 7 content marketing lessons from coke 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. Politics there are not any legal factors affecting the marketing of this product. This is a research report on project report of coca cola uploaded by vikas gupta in category. It sells a variety of sparkling and still beverages. Coca cola does not seem to do as much marketing as they used to when the company was established. They would make good efficient decisions by the information that is provided for the decision making process. Coca colas marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service. It is one of the top companies of the world and has remained as the. The author will make analysis of these theories, with an application to the attitudes and marketing decisions of the softdrinks manufacturer.
Market research has three sectors that are called customers, competitors and overall marketing environment that are know as the themes of marketing research. Sep 08, 2018 coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Challenged by this situation, management decided to shift focus from volume growth to optimizing operating income. It includes information such as significant events, the histories of the companys activities, and marketing strategies that coca.
This audit examines the internal and external operating environment, the varied strengths, weaknesses, and other market forces driving change at coca cola. The new campaign billed taste the feeling pushes the product centerstage in an attempt to win back some of the drinkers in the struggling soda category. This report serves as a comprehensive marketing audit of coca cola. Factors considered will include an examination of which components are expended. The cocacola company should address external technological threats by investing directly in applied research to improve recording and monitoring of the sales. Aditya kale aniruddha patil gourav kapoor narendra kashikar siddhartha kamat 2. 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. Cocacola owns the brand names of cocacola, diet coke, sprite, and fanta which are four of the leading brands in soft drinks cocacola datamonitor, 2007.
Last important thing to consider is how to monitor all above discussed plans and activities. The research shows on how coca cola company achieves their success in nowadays by marketing success factors. Coca cola, with large scale operations, is the leader in manufacturing, distributing, and marketing nonalcoholic beverage concentrates and syrups. 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. As a result, the volume sold decreased, cce lost market shares, and reported operating income was negative. And b2b marketers can learn three important lessons from this. They are moving from creative excellence to content excellence. The company has seen record breaking sales and revenue after the product launch of coca cola life. Coca cola conducts marketing research by using the themes of marketing. Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. This will test the proposed frameworks ability to strategically analyse marketing activities, and by correlation its ability to be used as a tool to create strategies. Coca cola owns the brand names of coca cola, diet coke, sprite, and fanta which are four of the leading brands in soft drinks coca cola datamonitor, 2007. Apr 21, 2011 the coca cola company should address external technological threats by investing directly in applied research to improve recording and monitoring of the sales, production and delivery process between the coca cola company and the bottling companies p.
Marketing strategy analysis of coca cola essay example. In marketing plans it has typical structure with respective purpose which is incorporated while developing marketing plan for cocacola company. Because of this, coca cola has come up with long term objectives. Marketing theory case of the coca cola company the. The analysis allows us to outline the best strategies to follow for the achievement of the companys strategic goals. Developing marketing plan for soft drink term paper. Mar 11, 2015 the resultant international presence of coca cola is a direct outgrowth of the marriage of the advertising, direct marketing, as well as web based interactive and social media marketing and sales. Cocacola company marketing plan 1 executive summary the following marketing plan forms the basis for the introduction of an innovative new product by the cocacola company. May 09, 2016 the response of integrated marketing communication for coca cola life was prove to be tremendous for the company as it has set the benchmarks for the other companies. Factors considered will include an examination of which components are expended in regards to the integrated approach, the comparative importance of the components, component efficiency, and the overall success of the imc approach.
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