1. Executive Summary
This report provides the details of a strategic marketing plan for the company Coca-Cola and its product, Coke Zero. Firstly a background of the company is provided and its product is analyzed through its target market and market positioning. The marketing mix is then used to develop a marketing plan and a conclusion is provided.
2. Background
Coca Cola is one of the leading and well known beverage companies in the world. Established in 1886 by Dr John Styth Pemberton. No matter which country it is produced in, people will recognize the beverage as coke. They became a registered company in March 27, 1944. A business man named Asa Griggs Candler bought Coca Cola and his marketing strategy and tactics led to its dominance. They have various products under their name which includes diet coke, Aquarius, Minute maid, Fanta, sprite etc. They have more than twenty one different brands starting from bottled water to coke. The coca cola company targets people who are at the age of 18 to 25. They satisfy people with their products. They have specific products for children and adults. They are very keen with their marketing skills. Their ability to know the customer need helps them to create value for the customers. They work with big retailers (chain) and small retailers which helps them to reduce cost and improve production or sales. More than 200 countries sell Coca cola. They are not manufactured in all the countries but they are sold everywhere. Coca cola also have a successful advertising effort. Market segmentation, advertising have played aggressively with their success. They have been official sponsors for big events like Olympics, Fifa etc. Every year, the company is bringing new foreign markets to bring h...
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...oderate and economical, different products for different location and individuals. The Coco-Cola had created a huge impact when it comes to marketing their product accordingly with respect to different culture and demography.
As a suggestion, I would recommend the company to provide and improve their R&D department and give more focus on innovative products and getting a proper feedback from the customers. The company should also indulge in health awareness and health care departments, which can socially impact the people and provide a good will to the company. As the saying “Customer is the true king” the company should be responsive to the people, bring out new and improved products which can give them a surety that the enterprise is ecofriendly and humane. To conclude the market study was very successful, it has given us a clear idea about the product responses.
Marketing for a New Coca Cola Drink The Coca Cola Company requires ideas on the development of a new fizzy Coca Cola Drink. It must utilise the flavours and styles of existing Coca Cola Fizzy Drinks, but capture a currently untapped or unfulfilled market segment. You need to consider the current market, find a suitable segment and develop a marketing strategy for your idea.
Analysis of the Coca-Cola Company The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Company markets many of the world's top soft drink brands, including Coca-Cola, Diet Coke, Sprite and Fanta. Through the world's largest and most pervasive distribution system, consumers in nearly 200 countries enjoy the Company's products at a rate of more than one billion serving a day.
Coca –Cola (KO) is one of the world’s largest beverage companies. Company was incorporated in September 1919 under the State of Delaware law and headquarters is located in Atlanta Georgia. But from 1886, company established its brand in US (Coca-Cola, 2012, p. 1). Currently company is providing for more than 500 varieties of non-alcoholic sparkles to the customers around the world. Apart from this, company also serve for still beverages that includes enhanced water, water, ready-to-drink, juices, energy drink, sport drinks and so on.
The Coca-Cola Company was founded in 1892. Since its inception, the organization has seen a steady increase in its market share over the years, and to this day has operations in over 200 countries worldwide. To achieve such success in its competitive market, Coca-Cola has employed sound strategies that have helped it become among the leaders in its industry. The Coca-Cola Company utilizes Market Based Management (MBM) techniques as well as Value Driven Management (VDM) techniques within the organization and in its market to help the firm sustain its stronghold of the market.
The following plan is intended to provide a basic marketing communications plan for a fictitious company. The company in question operates in China and produces soft drinks, particularly adult soft drinks. The information in the plan has been sourced from various textbooks and online research including the National Bureau of Statistics China.
Pepsi Cola Marketing Strategy PEPSI COLA For Pepsi Cola Ltd, marketing opportunity analysis is a continual and ongoing process. Pepsi have used the new product strategy to realise their ambitions to both defend their current market position, and reinstate their position as a product innovator. Pepsi wishes to create a clear cola that is 100% natural, low in sodium, caffeine-free, and still maintains the flavour of its original cola. They will call it Pepsi Au Naturel.
"Over a century of sweet tasting beverages with family and friends." The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun themes such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning "is the act of designing a company 's offering and image to occupy a distinctive place in the minds of the target market." There are factors that must be taken into account to produce an effective positioning statement that will attract the attention of the targeted market segment:
Marketing Plan: Phase Two. The A-Team has introduced a new product called Pepsi Platinum for the company, PepsiCo, in Phase Two. This dissertation will identify segmentation criteria that will impact PepsiCo target market selection. This dissertation will describe the organizational buyers and consumers of Pepsi Platinum and the factors that influence their purchasing decisions, and discuss how these factors will impact PepsiCo’s marketing strategy.
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
Coca Cola is a worldwide known company that is very successful. The success of this company is due to the structure and management of how this company has been run. " In 1886, John Permberton, an Atlanta pharmacist and civil war veteran with a passion for making home made headache cures, brewed the first batch of Coca-Cola." When Coca-Cola started to become popular a business man named As a Candler bought the beverage from Pemberton and started Coca-Cola on it's road to success. Candler had the resources to start the Coca-Cola Empire and due to the functions of management as a foundation, it has reached success and remained as one of the biggest companies in the world.
Coca-Cola is a historic brand that is by far, the biggest beverage brand ever created. Coca-Cola has been in existence for 127 years and is playing a big role in people lives just as it did over a century ago. To know that Coca-Cola was created in the state of Georgia adds to my pride of being a native of Georgia; however Coca-Cola has grown beyond the backyards of its Atlanta headquarters. Coke is recognizable around the world and has been establishing itself in the homes of Eastern Europe civilization since World War II. Years after the war, Coke has a reputation overseas as big as their reputation back home in the United States. Coca-Cola scored over 90% in brand awareness among respondents from the US, Canada, UK, France, Germany and Australia.
Coca-Cola is a company with sustainable competitive advantage. The company is innovative and has an extensive business model with boasts of a sustainable distribution network. The company was incorporated in the late 1800s to commence the production of a sweet fizzy beverage that has become the world's most known brand. Presently, the company is still on an upward trajectory as it remains one of the world's most sought-after stocks. The company's competitive advantage has shown resilience and sustainability over the years.
The Coca-Cola company is one of the world’s leading soft drink maker, operating in more than 200 countries, selling more than 400 brands of non-alcoholic beverages including diet and light beverages, waters, juices and juice drinks, teas, coffees, sports and energy drinks. Coca-Cola is one of the most valuable brands in the world and is also recognized as one of the most successful brands globally. The success of this brand revolves around five main factors.
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
Coca-Cola is stress in their customer relationship as an organization. For example, Coca-Cola will corporate closely with their largest customers in order to build up versatile relationship. Moreover, operational linkages and information sharing system is important for keeping the product and service that offered is suit with the customer’s needs and wants. Coca-Cola has refined their collaborative customer relationship process in three main markets which are Mexico, Japan and Switzerland. They work with their customers in order to provide the better-quality beverage selection to every consumer. For instance, Oxxo which is a convenience store chain that has 5700 stores in 30 states in Mexico has recognized the Coca-Cola Mexico’s Collaborative Customer Relationship program. This program helps Coca-Cola and their customers to understand the consumer preference. On the other hand, it enables Coca-Cola to transfer a transactional and commercial link to a collaborative and multifunctional business relationship.