Discussion and analysis of the marketing strategy of coke zero in. Its strategy is to be globally known and its mission and vision suggests its going to do that by. The brand is present across more than 200 nations and is sold in packets of various sizes. 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. Strategic marketing plan coca cola 21 coke ought to focus on effective distribution strategy in pakistan. 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. Pdf strategic marketing plan for cocacola 2016 researchgate. Apr 24, 2018 coke is hundred times better that pepsi. Price is also central to marketing where it is one of the four variables 4 p. It is important for the company to connect to the customers through different channels. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. 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. Apr 15, 20 an inside look at cocacolas international business strategy.
In brief the purpose is to market a new innovative beverage packaging for cocacola. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. Coca cola marketing analysis project report swot analysis. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. Coke additionally utilizes the international pricing strategy. The company has spent huge amount of money over more than a century to build a brand that has a high customer. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Once the product was launched, it was marketed by pemberton as a brain tonic and temperance drink antialcohol, claiming that it cured headaches, anxiety, depression, indigestion, and addiction. Steve jobs think different crazy ones speech with real subtitles duration. 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.
Sep 08, 2018 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. This is where coca colas marketing strategy kicks the door open and launches campaigns that involve attachment of companys values to practical. Marketing mix of coca cola analyses the brandcompany which covers 4ps product, price, place, promotion and explains the coca cola marketing strategy. Coke has stand out and left all its competitors wondering regarding the exceptional marketing and branding strategy of the coca cola. An insight into coca colas visual branding strategy. Apr 15, 2020 the marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. The cocacola brand is globally valued and recognized.
To understand its product strategy, it is first important to know that cocacola is primarily a producer and marketer of concentrates and syrups. Marketers reach peak innovation amid a failfast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity. In 2014, cokes share a coke campaign enjoyed popular success with fans, and the company continued to capitalize on its success in 2015, when it rolled out share a coke 2. Segmentation helps the brand to define the appropriate products for specific customer group. We are going to focus on their marketing strategies, but first we need to. Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities around the world. An inside look at cocacolas international business strategy. The product is controlled by the cocacola company, a.
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. Branding is one of the most important aspects of any business, large or small. According to one brand marketing campaign coca cola advertising via various channels will feature all four different brands of coca cola as illustrated in. Doc project report on marketing strategies of coca cola.
Coca cola marketing strategies free download as word doc. Coca cola is one of the most leading company in soft drink beverage industry. Marketing strategy is the way, path, and process to achieve marketing objectives. As of 2020, there are several marketing strategies like productservice innovation, marketing investment, customer experience etc. Choosing the right price and the right pricing strategy is crucial to the marketing. Modulation in prices psychological pricing penetration method 24. Coke as a brand in itself tries to substitute the entire soft drink. Pdf as a chandler founded the coca cola company back in 1886 and it. Diet coke diet coke is a sugarfree soft drink and low calorie drink of the coca cola family it was introduced in the united states in 1982. Diet coke introduced in 1982, which uses aspartame, a synthetic phenylalaninebased.
An example for such successful implementation of marketing strategy is coca cola. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. Coca cola targeting and positioning universitas brawijaya. Diet coke satisfys the weight consciousness, regular coke, sprite, fanta the average human, coffee, iced tea etc. Heres how cocacola keeps its marketing strategy focused. Developing the marketing mix the marketing mix is probably the most crucial stage of the marketing planning process. Project report on marketing strategies of coca cola submitted by acknowledgements. Pemberton soon had to make it nonalcoholic because of the laws prevailing in atlanta. What marketers can learn from cocacolas share a coke campaign success 1. Cocacola is launching a christmas ad that it hopes will unite the world in its largest ever festive marketing push. The company has a large product portfolio of sparkling and still beverages.
Choice providing a great range of product options, so that customers can choose according to balanced diets and active. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Discussion and analysis of the marketing strategy of coke. The brand development strategy of coca cola comprised redesigning. Candler, the man behind the marketing and distribution idea, the man who decided to bottle the drink for the first time, became an example for what marketing really was. 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.
Advertising strategy of cocacola at cocacola beverages pvt. The company is most wellknown for its soft drink, coke. 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. In this few minutes we will try to let you know a little bit more about both firms. The products are priced competitively because of the heavy competition in the soda industry. The soft drinks market is very competitive and cocacola has had their share of success and. The red and white cocacola logo isrecognized by 94% of the worlds population 23. In1983 coca cola introduced the caffeine free variant of diet coke. Each group of beverages satisfy a particular group of people but majority the average human. For example, the cost of a 2liter container of coke in the united states is unique in relation to the cost of a similar item in china. Dec 11, 2017 coke additionally utilizes the international pricing strategy. Because of this, cocacola has come up with long term objectives.
Project report marketing management product strategy of. The cocacola comp cocacolaany, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. Began in 1866, constant development in the brand packaging and positioning leads in the great success of the coca cola company. In coca cola marketing mix, promotions and place plays a major role in building the brand. Marketing strategy depends on some critical factors i.
The company has declared its total compliance with the following 4 principles of responsible marketing policy. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Pdf coco cola marketing strategy and market plan ekin duran. Cocacola in 2015 matt curd matt curd page 1 marketing plan. Marketing presentation on coca cola linkedin slideshare. With the marketing efforts for the share a c oke campaign officially launching last week, we wanted to reinforce three very important marketing concepts for businesses to adhere to as exemplified by one of the most iconic brands in the world. Ignacio bermudez patricia alonso jose alonso ines banos thanks for your attention. Every business irrespective of its size needs to have definite goals in order to expand the business. The 4 ps of coca cola include the product, the price, the place and the promotions. Marketing mix of coca cola 4 ps of coca cola coca cola 4. It contributes to the highest sales of soft drinks globally. Coca cola marketing mix 4ps strategy mba skoolstudy. Coca cola targeting and positioning segmentaonenablesbrandstode.