This was a case study and only primary data was used for the study. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. The coca cola company is an international global business, and has more than just one product within the softdrinks market, other products include fanta and sprite all owned by the coca cola company. Utc mean under the crown scheme, coca cola often do this type of scheme and they. This session, we will be conducting a strategic analysis of the cocacola company. Cocacolas mission and vision work in cohesion, they both support each other. Strengths cocacola has been an intricate part of american culture for over a century. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart.
The product is controlled by the cocacola company, a. This study tried to identify the impact of operation strategies for cocacola vs pepsi companies to attract their customers. Jan 21, 2016 coke also announced that all brands coca cola, diet coca cola, coca cola zero, and coca cola life under the coca cola company umbrella will be united under the same creative campaign, in a huge shift of strategy. Engage your students during remote learning with video readalouds. Sep 07, 2016 coca cola company uses email, social media networks to interact directly with its consumers. Marketing strategy essay coca cola is a soft drink that was invented in 1886. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas. Cocacola started with a pricing strategy based on the basis of competition. You do this by integrating your brand strategies through your company at every point of public contact. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Sep 08, 2018 bcg matrix in the marketing strategy of coca cola. The third keystone of cocacolas content marketing strategy is the offering of stories that are categorized in different topics such as history, brands, sustainability or music, for instance the cocacola company, 2015. The cocacola company is an international global business, and has more than just one product within the softdrinks market, other products include fanta and sprite all owned by the cocacola company. Pemberton, an atlanta pharmacist, when he tried to.
The cocacola companys structure is a hybrid of both mechanistic and organic models. Coco cola marketing strategy and market plan executive summary giant soft drink company coca cola has come under intense scrutiny by investors due to. Coca cola s headquarters are in atlanta, georgia, in america. The coca cola company is an american public limited company founded in 1886 with headquarters in atlanta, georgia, united states of america. 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. Coca colas entry strategies into the african market. It contributes to the highest sales of soft drinks globally. Organizational structure of coca cola company the coca cola company realizes that it needs to be able to meet the ever changing demands of its customers. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making.
Marketing strategy of coca cola coca cola strategy. Brand looks like the relationship between a product and its. Cocacola hellenic strategic priorities cocacola hbc. Promotion strategies of coca cola the final projects. Coca cola started with a pricing strategy based on the basis of competition. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us. In 1928, the companys president led an expansion plan of coke overseas when he introduced the soft drink to the olympic games. Coca cola companys mission statement is to maximize shareowner value over time. 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 kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. Coke also announced that all brands cocacola, diet cocacola, cocacola zero, and cocacola life under the cocacola company umbrella will be united under the same creative campaign, in a.
The coca cola brand is globally valued and recognized. This case study examines the coca cola imc approach as described in the cola war blog. 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. The amount of money charged for a product or service, or sum of the values that consumers exchange for the benefits of having or using the product or services. This article represents a critical analysis of marketing communications materials used by coca cola company, a global beverage manufacturer and retailer based in georgia, united states. Coca cola has intense competition with pepsi so its pricing cant exceed too much nor decrease too much as compared to the price of pepsi cola. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Cocacolas headquarters are in atlanta, georgia, in america. Written by carmen sigmund in order to answer the in part one raised question, namely how does cocacola use storytelling in its content marketing strategy to emotionally connect with its users. In order to boost profitability, fmcg companies employ marketing mix strategies. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. The cocacola company is a leading soft drink and beverage manufacturer and marketer with a footprint in every part of the globe. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet.
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 coca cola that maintains the same taste. Cocacolas new marketing strategy taste the feeling. Pdf coco cola marketing strategy and market plan ekin duran. Previous failed marketing strategies such as coke zero and desani. Coca cola company strategy of sales was price penetration where low price are charged and the company attends large market as possible. Total number of employees on payrolls of the company during the period was 9,600 and the company sells its products in more than 200 countries form 10k. The companys objective is to offer and deliver soft drinks products anywhere in the world using safe and affordable supply chain management. Analysis of brandlevel strategic pricing between cocacola company and pepsico.
Marketing strategy is an idea which grows from the seed of value proposition enabling the company a. Because of this, cocacola has come up with long term objectives. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Supporting an event, race, function or contest is also a type of promotional activity, through a company can achieve promotional objectives. The outcome of this case is use a completed external and internal analysis of the cocacola company, in the completion of a swot. 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. Coca cola marketing strategies pepsi co coca cola scribd. With regard to the production of the soft drink itself, the main element to their products on offer is cocacola. The cocacola company is one of the largest manufacturers, distributors and marketers of. Coca cola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages.
Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. The cocacola companys business strategy read a free. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. New customer strategy coca cola new customer strategy for coca cola coca cola porters generic strategies coca cola company promotional strategy guidelines and ideas for memo on imc of coke zero strategic plan for coca cola marketing strategy, value proposition and customer relationship sales strategy. Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with.
If price of the coca cola exceed too much from the pepsi then people will shift to the pepsi cola and on the other hand if the price of coca cola decreases people might get the impression that its. 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. 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. The cocacola brand is globally valued and recognized. Essay corporate level strategy coke cola case 3169 words. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan. 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 3500 products. Announced today in paris by coca cola executives, the campaign ads have rolled out across more than 200 countries worldwide. The external environment, internal profile and swot of coca cola the purpose of this document is to provide a formal company swot analysis of coca cola using the five forces of porters model and a pest analysis. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. Nov 29, 2012 with regard to the production of the soft drink itself, the main element to their products on offer is coca cola. This paper performs a strategic analysis of the coca cola company, a leader in the beverage industry.
The coca cola company has been in business for a really long time, and during this period, the venture managed to grow a healthy following as well as generate a ton of copycats trying to muscle in on their market share. If a company plans to grow and progress, its essential to analyze and understand their current situation to formulate. Globally, coca cola is more dominant and has a majority of the global market share. Discussion and analysis of the marketing strategy of coke.
The coca cola companys structure is a hybrid of both mechanistic and organic models. Marketing strategy contents introduction and summary of the company. Corporate level strategy cocacola company is now the largest soft drink company in the world. This study tried to identify the impact of operation strategies for coca cola vs pepsi companies to attract their customers. Coca cola life how new strategies maintain dominance. Interview guides were administered among senior managers at. Coca cola marketing strategies free download as word doc. In order to achieve this mission, they are creating value for their consumers, bottlers, and their communities. This is why the company pushed towards decentralization in the nineties, and even more so recently. Cocacola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Company also does sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.
Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The company has the widest portfolio in beverage industry comprising of 3300 products. Coca colas entry strategies into the african market marketing. Coca cola is one of the most leading company in soft drink beverage industry. The external environment, internal profile and swot of cocacola the purpose of this document is to provide a formal company swot analysis of cocacola using the five forces of porters model and a. Having a product people enjoy is far from the only thing needed to become one of the. The cocacola company has been in business for a really long time, and during this period, the venture managed to grow a healthy following as well as generate a ton of copycats trying to muscle in on their market share. The brand development strategy of coca cola comprised redesigning. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Pdf operation strategies for cocacola vs pepsi companies. These products must be consistently fresh, in premium condition, and. An example for such successful implementation of marketing strategy is coca cola. Project report on marketing strategies of coca cola submitted by acknowledgements.
Doc project report on marketing strategies of coca cola. Last year was not a good one for coke in which it lost market share to pepsi. Jun 14, 2015 now people in more than 200 countries drink 1. May 10, 2019 product in the marketing mix of coca cola. The product is controlled by the coca cola company, a. 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. Coke has brought in a revolution especially in indian markets with the rs. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Since coca cola operates in more than 200 countries. Coca cola life how new strategies maintain dominance world. Cocacola life the first strategy of the company is to introduce a new product named cocacola life which is a cola beverage with less calorie content because of stevia leaf extract and cane sugar instead of the regular corn syrup. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Corporate level strategy coca cola company is now the largest soft drink company in the world. In 1916, the coca cola company began manufacturing of its most famous bottle.
Mar 21, 2014 marketing strategies of coca cola company 1. The consumer can also contact through helpline number. Unlike price skimming where higher price are charged. An evaluation of marketing strategies undertaken by coca cola. Coca cola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy. With the presence in more than 200 countries and the daily average servings to 1. New customer strategy coca cola new customer strategy for coca cola cocacola porters generic strategies coca cola company promotional strategy guidelines and ideas for memo on imc of coke zero strategic plan for cocacola marketing strategy, value proposition and customer relationship sales strategy. Nowadays more expenses are spent on advertising by soft drink companies rather than on manufacturing. Corporate strategy direction of cocacola by youngtae jo.
Because of this, coca cola has come up with long term objectives. Pdf strategic marketing plan for cocacola 2016 researchgate. This paper performs a strategic analysis of the cocacola company, a leader in the beverage industry. Company, with coordinated marketing to consumers and. Coca cola company operations and strategies business essay. Business details, marketing strategies and analysis. Aug 19, 2019 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 3500 products. Cola hbc, consumer relevance means meeting and exceeding consumer expectations by offering the right products, in the right packs, through the right channels for the right occasion. Discussion and analysis of the marketing strategy of coke zero in. Utc mean under the crown scheme, coca cola often do this.
Interview guides were administered among senior managers at coca cola kenya to collect data. Moreover, the company has become the largest manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups which operate in more than 200 countries. Marketing theory case of the coca cola company the. Furthermore, it is remarkable that the mixture of categories seems to follow a certain structure.
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