Cocacola in 2015 matt curd matt curd page 1 marketing plan. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. The business has over 300 brands of beverages around the world with the main ones being coke, fanta, lift, sprite, and powerade. An evaluation of marketing strategies undertaken by coca. Here is the marketing mix of coke zero which is a cocacola variant from parent company cocacola. The cocacola company is not a new company to achieve the belowtheline promotion which are target by the company. The group owns or licenses and markets more than 500 nonalcoholic beverage brands. Marketing plan for coca cola company by tuf students. Coca cola has been in the food and drinks industry for more than a hundred years. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. The 100th anniversary of coca cola was a great opportunity to bring further awareness to coca cola and all of the other brands that they have.
Advertising and promotion in cocacola the writepass journal. The case of cocacola in china vincent mok, xiudian dai and godfrey yeung. Oct 05, 2019 the marketing strategy mostly used by coca cola is sponsoring an event that mostly attracts large crowds of audience world wide, secondly they make use of distributorship platform within a region and community with large numbers of field marketers. Nov 20, 2006 cocacola and its global marketing strategies cocacola is a company that is known worldwide for its product. Direct marketing cocacola uses direct marketing in many ways. Environmental analysis pest analysis is valuable while analyzing external environment where a business is conducted. Advertising is a key strategy for cocacolas growth. This case answers, how can coca cola produce healthy products in order to lessen health problems that consumers are facing today, the use of plastic bottles in order to help the environment and to have a new line of energy drink that is less unhealthy and could boost.
Content 2020 feels more like an internal video prepared especially for the cocacola marketing team, laying out their strategic vision for the future. Five microenvironmental factors in marketing vitango the company developing the fortified food called vitango is coca cola. We found that the public was not completely aware that coca cola was the parent company of many of their favorite beverages. Dec 02, 2014 advertising is a key strategy for cocacolas growth.
This report looks at various marketing techniques used by coca cola to become one of the best known brands of the world. 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. Authored by lucius lu and sophia tiwana according to official statistics, an amazing 1. Hence, all these points give an overview on coca cola marketing mix. 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. This is the basic explanation of how to analyse the product mix of any company. What types of demographic segmentation is each products marketing most likely to include. The coca cola brand is globally valued and recognized. However, to examine the ways in which the cocacola company has used marketing strategies to grow in the overseas. Cocacolas headquarters are in atlanta, georgia, in america.
Coca cola also engages in various csr activities to help support environmental and social issues across the globe. Direct marketing coca cola uses direct marketing in many. The cocacola companys products include beverage concentrates and syrups, with the main product being finished beverages. As the linked site is not under our control, we do not determine or control its content and cannot give you any assurance as to.
Search and upload all types of project report of coca cola projects for mbas on. Coca cola should produce beverage such as sport drink in order to attract consumers to but their product instead of pepsico. May 15, 20 seen great success, this year being hailed as the companys hero product cocacola press release, 20. The plan is to launch maaza in to the australia market by exporting the product from india to australia in contract with coca cola amatil ltd.
This way, when a customer orders a drink, the only brand they are offered is coca cola, which forces them to buy a drink from that brand. 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. Coca cola company target market grade mariya krachok. May 17, 2015 the coca cola company is a global business that operates on a local scale, in every community where they do business. Integrated components used the integrated components. An evaluation of marketing strategies undertaken by coca cola. Jan 04, 2012 content 2020 feels more like an internal video prepared especially for the cocacola marketing team, laying out their strategic vision for the future. Doc project report on marketing strategies of coca cola. Cocacola company is one of the fastest growing multinational enterprises in nigeria. Marketing mix of coke zero coke zero marketing mix. This case presents the challenges the cocacola company faces in brazil. Marketing theory case of the coca cola company the. Five microenvironmental factors in marketing vitango the company developing the fortified food called vitango is cocacola.
It is one of the top companies of the world and has remained as the number 1. Direct marketing coca cola uses direct marketing in many ways. By having these objectives, it forms the foundation for companies in the decision making process. 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. One of their most recent and successful ads, doves real beauty, features reallife women. Download 12page marketing plan on marketing plan for coca cola 2020. The company makes so much money that it has more incoming revenues every year than 120 countries where coke is sold. Swot analysis coca cola marketing plan situation analysis conclusion. Marketing plan measuring success current strategy vs. As the linked site is not under our control, we do not determine or control its content and cannot give you any assurance as to the accuracy or suitability of any information on it. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008.
The cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. With more than 120 years of service to the world with 3,500 total products being served in over 200 countries, coca cola measures itself in terms of global demographics instead of local ones. Cocacolas biggest marketing challenge imedia connection. Gain insight on consumer, food and beverage trends, as well as links to refreshing insights webinars, and news from the cocacola company. History has shown that the cocacola company has touched so many lives since world war ii retroplanet2008. Coca cola, a company that developed in in 1886, has the most known and admired trademark around the world. If you continue browsing the site, you agree to the use of cookies on this website. Mar 10, 2015 this case study examines the coca cola imc approach as described in the cola war blog. Brad ruffkess is a global connections strategist working with the cocacola companys various brands and markets around the world to help deliver liquid and linked connection strategies that.
In fact this company can be said to have the first mover advantage in this industry. Overview the role of this campaign for cocacola zero is to reinforce their position in the market as a lowcalorie alternative to other cola beverages. Advertising is a key strategy for cocacolas growth market. 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. Any company that you take an example of, will have different product lines and within those product lines, there will be various products, the combination of which will give you the product mix of the company. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. 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. This case presents the challenges the coca cola company faces in brazil. Project report on marketing strategies of coca cola submitted by acknowledgements. Get an idea of how to write about cocacola strives to be a responsible citizen that makes a difference by helping build and support sustainable communities. Cocacolas current target market is adults looking for a new. The term is second most well known after okay, making it recognisable in nearly all communities and cultures across the globe. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas.
Apart from this, there are various strategies that coca cola has followed over the. May 27, 2010 its a detailed plan on coca cola company marketing stretegies slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Given that they operate in over 200 countries, they are faced with a clear choice of whether to standardize their product offerings globally and reap the potential benefits economies of scale, adapt their offerings to a particular market. Not only is coke up against its nemesis, pepsi, but it must also compete with hundreds of local brands, many of which do. Effective marketing skills and techniques in coca cola is. Oct 31, 20 coca cola is the most successful drink around the globe. Once coca cola have carefully analysed the internal and external business environment and critically examined the industry in general the most suitable. A strong franchise system has always been the competitive advantage of the cocacola business globally, and today we are accelerating the transformation of our u. Cocacola needs to move from creative excellence to content excellence. Objectives the main objectives for the coca cola company are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrows world. Founded in 1886 by john pemberton, the coca cola brand has more than 500 different nonalcoholic beverages brands underneath its umbrella. Through an intense focus on coca cola, innovation and new beverages, the company has achieved volume growth of 22 percent in 2009.
Proposed strategy compare coke life to different coke products compare it to similar products in the market. First, the company partners with various restaurants, movie theatres, etc. It is a drink that spans all ages, colors, races, and countries. Overall, its the strategy that cocacolas marketing future rest on the ideals of content marketing. Because of this, coca cola has come up with long term objectives. Cocacola does appear to be the king of soft drinks and successful marketing, but there are other companies worth mentioning, too. Cocacola has been in the food and drinks industry for more than a hundred years. Pdf coco cola marketing strategy and market plan ekin duran. Sep 06, 2016 recently, the cocacola company announced that its premium iced tea brand gold peak will launch ready to drink tea lattes and coffees in the first quarter of 2017. This is a research report on project report of coca cola by vikas gupta in marketing category. A strategic marketing plan for the cocacola amatil company report. The cocacola companys distribution strategy marketing. The cocacola company is a mass company with many marketing channels. Coca cola is a carbonated soft drink produced by coca cola company.
We also took it further by providing an indepth sample clothing line business plan template. The marketing strategy mostly used by coca cola is sponsoring an event that mostly attracts large crowds of audience world wide, secondly they make use of distributorship platform within a region and community with large numbers of field marketers. Recently, the cocacola company announced that its premium iced tea brand gold peak will launch ready to drink tea lattes and coffees in the first quarter of 2017. Describe the specific type of consumer that the cocacola company is targeting with each of the following products. The worlds headquarters are located in atlanta, georgia, with many other. Diet coke, coke zero, diet coke plus, cocacola blab, and full throttle blue demon. The author will make analysis of these theories, with an application to the attitudes and marketing decisions of the softdrinks manufacturer. As the cocacola company continues to transform into a total beverage. 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. Dec 05, 2012 the cocacola company is not a new company to achieve the belowtheline promotion which are target by the company. If yes, here is a sample clothing line marketing plan template that will help you attract and retain customers.
Currently, the company is the biggest soft drink company on the planet. Effective marketing skills and techniques in cocacola is responsible for differentiating the company from its competitors. Splunk enterprise is used by hundreds of employees to access and analyze the data curated from each of the technologies in the marketing campaign in order to make better, faster business decisions. Coca cola marketing mix 4ps strategy mba skoolstudy.
The analysis allows us to outline the best strategies to follow for the achievement of the companys strategic goals. Giant soft drink company coca cola has come under intense scrutiny by investors due to its inability to effectively carry out its marketing program. Unless you live in north korea or cuba the only two countries in the world where you cannot legally buy a can of coke you know what cocacola is, and yet they still spend massive amounts of money on advertising and marketing campaigns. The company has the widest portfolio in beverage industry comprising of 3300 products. Consequently it is seeking the help of polianitis marketing company pty ltd to develop a professional marketing plan which will help the business achieve its objectives more effectively and efficiently, and inevitably regain. S dollars on advertising in the united states in 2018. Read this essay sample on coca cola marketing plan 2016. Cocacola and its global marketing strategies cocacola is a company that is known worldwide for its product. The cocacola company is one of the leading manufacturers, distributors, and marketers of non alcoholic beverage concentrates and syrups. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. The cocacola company is a global business that operates on a local scale, in every community where they do business. The product was launched in the consumer market in the year 2005 and has been targeting male consumers as its customers. The coca cola was discovered by dr john pemberton at jacobss pharmacy in 1986 where at least 9 drinks were sold in a day for the year.
Cocacola, a company that developed in in 1886, has the most known and admired trademark around the world. Coca cola current marketing situation analysis free essays. Lessons from a competitive analysis of coca cola and pepsi. Aug 10, 2015 coca cola spans all customer demographics by offering at least one beverage in every category, including soybased drinks, water, and energy drinks. A strategic marketing plan for the cocacola amatil company. The cocacola company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrup. Okay, so we have considered all the requirements for starting a clothing line. The brand development strategy of coca cola comprised redesigning. Some of coca colas most successful marketing campaigns. Cocacolas biggest marketing challenge brad ruffkess.
Coca cola company target market examines how cocacola has strategically positioned it self within the worlds soft drinks market. 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. Coke went through two challenging years, but it is now emerging as a focused, well managed company again15 i would give cocacola a buy recommendation because the stock is well below. The term is second most well known after okay, making it.
It has a diverse product portfolio in the beverage industry. 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. Coca cola company is one of the fastest growing multinational enterprises in nigeria. Coca cola, with large scale operations, is the leader in manufacturing, distributing, and marketing nonalcoholic beverage concentrates and syrups. It is a soft drink and it is the most popular drink among many different nations. This stepbystep guide covers all aspects of the marketing plan with a coca cola example. Following this, it was important to develop a marketing plan that will improve the sales of coke zero.
Do you want to boost clothing sales and build a brand. As a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Objectives the main objectives for the cocacola company are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrows world. This case study examines the coca cola imc approach as described in the cola war blog. The plan is to launch maaza in to the australia market by exporting the product from india to. Other brands owned by the coca cola company that have a strong brand image. Coca cola s headquarters are in atlanta, georgia, in america. The cocacola companys marketing department is accountable for the brand development, maintenance and positioning of all of the cocacola companys brands. Dove is a company that sells beauty products for women. To conduct competitive analysis of this company, we need to know its market shares, strategies, strengths and weaknesses, and its market position. The other ways of ensuring that the consumer acquires and uses the product include distributing to all. So the company is emphasizing more in this area and is trying to develop a strategy, which can increase the growth of the consumption of coca cola by the people of asia. 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. Coke zero are attempting to recover sales as the market has somewhat declined.
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