Download 12page marketing plan on marketing plan for coca cola 2020. The brand is present across more than 200 nations and is sold in packages of various sizes. An example for such successful implementation of marketing strategy is coca cola. Coca cola s headquarters are in atlanta, georgia, in america. Nov 12, 2019 furthermore, the company follows the mass marketing strategy. 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. Cocacola, a company that developed in in 1886, has the most known and admired trademark around the world. Due to the incredible strength of cocacolas brand, the company has been.
If a company plans to grow and progress, its essential to analyze and understand their current situation to formulate. A specific strategy will help to match strength and distinctive competence in such a way that cocacola enjoys a competitive advantage over immediate rivals in. Global stevia drinks market insights 20192025 coca cola. As all the products are nonalcohol and everyone can drink, coca cola targets the whole market rather than and particular segment of the population. We can say these points are the pillars of the marketing plan. Project report on marketing strategies of coca cola submitted by acknowledgements. Explore the wide variety of products and beverages that the coca cola company has to offer. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. Sep 07, 2016 to make it easy for you, ive put an example of cocacola that how the cocacola marketing plan can be made. Coca cola is one of the most leading company in soft drink beverage industry. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. However, the world of soda is also marked by intense competition.
It contributes to the highest sales of soft drinks globally. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops. It identifies all the key strengths, weaknesses, opportunities and threats that affect the company the most. It is in line with this that the study is carried out on the effect of marketing strategies product, promotion, price and place on organizational performance profit, sales volume, and market share and customer loyalty of coca cola bottling company plc. This coca cola swot analysis reveals how the company controlling one of the most iconic brands of all time used its competitive advantages to become the worlds second largest beverage manufacturer. They also expanded on the particular type of drink that was more in line with the taste of the brazilian population. Coca cola industry analysis research paper swot analysis. Francisco crespo, svp and chief growth officer at the coca cola. Coca cola swot analysis 6 key strengths in 2020 sm insight. The company has a large product portfolio of sparkling and still beverages. Based on the above swot analysis of cocacola, we can conclude that cocacola has a definitive market position in the soda industry.
Pdf strategic marketing plan for cocacola 2016 researchgate. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. However, it is recommended to bring more innovative changes. An analysis of market segmentation of the cocacola. Identifying market segments andtargets formarketing.
So coca cola company conducted a survey about the key measures of employees engagement. An evaluation of marketing strategies undertaken by coca cola company as a multinational. The product strategy and mix in coca cola marketing. With the changes coca cola is currently undergoing, they aim to regain an iron fist control of the market. Identifying market segments andtargets formarketing strategy. Coca cola must continue to adapt to the external environmental threat of the healthy lifestyle movement through product development and marketing of healthy options available.
Sep 08, 2018 market analysis in the marketing strategy of coca cola. Brand market share makes coca cola direct competition for competitors and new competitors emerging in the market. An evaluation of marketing strategies undertaken by coca cola. In 1897, asa candler looked towards mexico as a new market to extend cocacolas reach beyond the united states, canada, and hawaii. An evaluation of marketing strategies undertaken by coca. However, talking specifically about the market of pakistan, it can be seen that pepsi holds a much larger share of the total market as compared to coca cola. Unlike the pepsi brand which cone in a little later. While making a marketing plan, there are some points must consider. Marketing mix of coca cola analyses the brandcompany which covers 4ps product, price, place, promotion and explains the coca cola marketing strategy. Oct 29, 2019 for the first time in years, pepsico managed to surpass cocacola in its earnings in 2005. Stepping into the food market coca cola needs to introduce new products in snacks and food segments. Previous failed marketing strategies such as coke zero and desani. 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.
The cocacola brand is deeply rooted among the americans. Mar 21, 2014 marketing strategies of coca cola company 1. An analysis of market segmentation of the cocacola company. The early history of cocacola in mexico mexico was one of the very first countries to sell cocacola. 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. It has reliably used its valuing technique as an encouragement to test, expecting to transform trial into habit. The international empire of coca cola spans more than 200 countries. Segmentation helps the brand to define the appropriate products for specific customer group. Interview guides were administered among senior managers at coca cola kenya to collect data. The companys portfolio includes 12 other billion dollar brands, including diet coke, fanta, sprite, cocacola zero, vitaminwater, powerade, minute maid and georgie coffee. Furthermore, the company follows the mass marketing strategy. The renowned global drinks brand coca cola has been going through a change from the inside out the very fabric of coca cola s brand dna, architecture and identity are evidently going through a unification process, not only with itself but the growing demand for more ethical and.
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 marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility, and great customer connection. Cocacola is the biggest nontechnology company in the world. Understanding cocacolas business model and performance. With both companies facing market saturation, coca cola and pepsico have made strong commitments to more efficient operations. Coke as a brand in itself tries to substitute the entire soft drink. Aug 19, 2019 marketing history market research in the beginning. Globally, cocacola is the number one provider of sparkling beverages. Coca cola is one of the largest beverage companies with a diversified geographic presence.
The market structure of the coca cola company 2365 words. Comparative analysis of cocacola company and pepsico 2719. Because of this, coca cola has come up with long term objectives. Coca cola marketing strategies free download as word doc. Comparative analysis of cocacola company and pepsico. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. Stepping into the food market cocacola needs to introduce new products in snacks and food segments. Apr 18, 2016 this video is about cocacolas marketing campaign strategy. Primary market of coca cola is younger people in the age bracket 1025 with people from 2540 comprising of secondary market. The coca cola brand is deeply rooted among the americans. Dec 11, 2017 pricing strategy used by pepsi vs coca cola.
Apr 26, 2019 heres how cocacola keeps its marketing strategy focused. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise. Mar 28, 2015 this strategy involves an attempt to increase market share within existing industries, either by selling more product to established customers or by finding new customers within these markets typically by adapting the promotion element of the marketing mix. Identifying market segments and targets for marketing strategy plan of cocacola company in. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. The product is controlled by the cocacola company, a. Discussion and analysis of the marketing strategy of coke. An analysis of price, product and communication julia anders research paper undergraduate communications public relations, advertising, marketing, social media publish your bachelors or masters thesis, dissertation, term paper or essay.
Jun 21, 2016 cocacola to conduct competitive analysis of this company, we need to know its market shares, strategies, strengths and weaknesses, and its market position. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. We now use three different playbooks for a given brand, based on their place in the market. Identifying market segments and targets for marketing strategy plan of coca cola company in. 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. Important things companies need to do in marketing plan. Marketing strategy of coca cola mayureshnikam1, vishal v. It sells 3500 different products and had a partnership with 250 bottling companies worldwide. Coca cola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. The soft drinks market is very competitive and cocacola has had their share of success. Coca cola marketing strategies pepsi co coca cola scribd.
This was a case study and only primary data was used for the study. 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. Coca cola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise. Market share analysis compares coca colas business sales performance with that of its competitors. The cocacola brand is globally valued and recognized.
Pdf on feb 1, 2019, naama al tunaiji and others published coca cola strategy project find, read and cite all the research you need on researchgate. In this case, although the company is running a good. Cocacola is recognised as the worlds most valuable brand. Coco cola marketing strategy and market plan executive summary giant soft drink company coca cola has come under intense scrutiny by investors due to. 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. Demographics the primary target market of the coca cola company is all consumers of all nations that have a thirst for a highquality beverage from a reputable brand that. Lessons from a competitive analysis of coca cola and pepsi.
It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. The coca cola companys long term growth strategy of investing in emerging markets, is related to the coca cola company projections in these markets. The worldwide popularity of coca cola was a result of simple yet groundbreaking marketing strategies like consistency. Pemberton, an atlanta pharmacist, when he tried to.
For example, the dogadan tea was recently launched in turkey, and the coca cola zero and sprite 3d were introduced to that country. Marketing strategy of coca cola coca cola strategy. This meant that coca cola needed to make thorough strategic study in order to improve its performance in the market. To fully understand how they act, lets discuss the components of their marketing strategy. An indepth case study of coca cola s branding and marketing strategy in the age of sustainable development. Michael porters identified five forces that determined the state of competition in a market. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. But this does not mean that cocacola does not have its differentiation strategy to overcome the whole market. Apr 15, 2020 coca cola marketing strategy vintage coca cola ad. Cocacola, taste the feeling, and the contour bottle are trademarks of the cocacola company. Because of this, cocacola has come up with long term objectives. Its strategy is to be globally known and its mission and vision suggests its going to do that by.
Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. Based on the above swot analysis of coca cola, we can conclude that coca cola has a definitive market position in the soda industry. Pdf coco cola marketing strategy and market plan ekin duran. We have drinks and beverages for everybody and every occasion. 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. Using it as a strategy, coca cola is presented with a rare opportunity to serve a large. Opinions expressed by forbes contributors are their own. Market focus and growth strategy of the coca cola company. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. In 2007 coca cola company won several awards, which includes. But this does not mean that coca cola does not have its differentiation strategy to overcome the whole market. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated.
The coca cola brand is globally valued and recognized. In 1895, cocacola is registered as a trademark in 1893 and now being sold in every state and territory outside of united states. Coca cola is a truly global brand selling across more than 200 countries with a large and varied product portfolio and obviously an excellent presence in the world of marketing. Doc project report on marketing strategies of coca cola. Cocacola marketing strategy is one of the most complete and diverse strategies today. Some of these noncarbonated drinks are serious competitors and command impressive market. This meant that cocacola needed to make thorough strategic study in order to improve its performance in the market. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. A marketing analysis of coca cola in malaysia marketing essay. Coca cola has determines the important factors in order to create the strategies that can give then the profit eventually in the market, they are focused on the beverage market and the soft drink industry market, coca cola can said to be a market leader because it is the first over in the beverages industry and have the best brand image across. Coca cola looks to increase its market share by over 60%. Every business irrespective of its size needs to have definite goals in order to expand the business.
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