Moreover, the company has become the largest manufacturer, distributor, and marketer of nonalcoholic beverage concentrates and syrups which operate in more than 200 countries. Because of this, cocacola has come up with long term objectives. Pemberton, an atlanta pharmacist, when he tried to. Business details, marketing strategies and analysis. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. Cocacola started with a pricing strategy based on the basis of competition. The cocacola companys structure is a hybrid of both mechanistic and organic models. 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. In order to achieve this mission, they are creating value for their consumers, bottlers, and their communities.
Coca cola company operations and strategies business essay. The cocacola companys business strategy read a free. 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. Coca cola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. 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. The products image is laden with sentimentality, and this is an image many people have taken deeply to heart. This was a case study and only primary data was used for the study. Coca cola s headquarters are in atlanta, georgia, in america. Having a product people enjoy is far from the only thing needed to become one of the. 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. Coca cola company is one of the fastest growing multinational enterprises in nigeria.
Company, with coordinated marketing to consumers and. The company has the widest portfolio in beverage industry comprising of 3300 products. Marketing strategy is an idea which grows from the seed of value proposition enabling the company a. The cocacola company is a leading soft drink and beverage manufacturer and marketer with a footprint in every part of the globe.
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. 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. 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. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy. 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. 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. This study tried to identify the impact of operation strategies for cocacola vs pepsi companies to attract their customers. The brand development strategy of coca cola comprised redesigning. Interview guides were administered among senior managers at. It contributes to the highest sales of soft drinks globally. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. Globally, coca cola is more dominant and has a majority of the global market share. The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us.
The coca cola brand is globally valued and recognized. 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. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Marketing strategy of coca cola coca cola strategy. 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. Coca cola companys mission statement is to maximize shareowner value over time. Cocacola hellenic strategic priorities cocacola hbc. Pdf strategic marketing plan for cocacola 2016 researchgate. Utc mean under the crown scheme, coca cola often do this type of scheme and they. This paper performs a strategic analysis of the coca cola company, a leader in the beverage industry. Nowadays, economies are becoming more entwined than ever, any possible. This session, we will be conducting a strategic analysis of the cocacola company. This study tried to identify the impact of operation strategies for coca cola vs pepsi companies to attract their customers. Marketing strategy essay coca cola is a soft drink that was invented in 1886.
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. This paper performs a strategic analysis of the cocacola company, a leader in the beverage industry. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Coca cola life how new strategies maintain dominance. Cocacola in 2015 matt curd matt curd page 1 marketing plan. Corporate strategy direction of cocacola by youngtae jo. Last year was not a good one for coke in which it lost market share to pepsi. Promotion strategies of coca cola the final projects.
The product is controlled by the cocacola company, a. 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. 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. An evaluation of marketing strategies undertaken by coca cola. Announced today in paris by coca cola executives, the campaign ads have rolled out across more than 200 countries worldwide. Cocacolas headquarters are in atlanta, georgia, in america. With the presence in more than 200 countries and the daily average servings to 1.
Utc mean under the crown scheme, coca cola often do this. Coca cola started with a pricing strategy based on the basis of competition. Because of this, coca cola has come up with long term objectives. 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 of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. You do this by integrating your brand strategies through your company at every point of public contact. May 10, 2019 product in the marketing mix of coca cola.
Brand looks like the relationship between a product and its. Sep 07, 2016 coca cola company uses email, social media networks to interact directly with its consumers. The coca cola companys structure is a hybrid of both mechanistic and organic models. This case study examines the coca cola imc approach as described in the cola war blog. 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. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Coke has brought in a revolution especially in indian markets with the rs. Engage your students during remote learning with video readalouds. Coca cola marketing strategies free download as word doc. These products must be consistently fresh, in premium condition, and. It is important for the company to connect to the customers through different channels. Coca colas entry strategies into the african market marketing. 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. The cocacola brand is globally valued and recognized.
The product is controlled by the coca cola company, a. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. In order to boost profitability, fmcg companies employ marketing mix strategies. 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. Pdf operation strategies for cocacola vs pepsi companies. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise.
The consumer can also contact through helpline number. 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. Doc project report on marketing strategies of coca cola. Coca cola life how new strategies maintain dominance world. Cocacolas mission and vision work in cohesion, they both support each other. An example for such successful implementation of marketing strategy is coca cola. The outcome of this case is use a completed external and internal analysis of the cocacola company, in the completion of a swot. Coca colas entry strategies into the african market. 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. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Furthermore, it is remarkable that the mixture of categories seems to follow a certain structure.
Essay corporate level strategy coke cola case 3169 words. This report looks at various marketing techniques used by coca cola to become one of the best known brands of the world. Cocacola kenya in the soft drinks industry and to establish the competitive strategies it had adopted to cope with the competition. With regard to the production of the soft drink itself, the main element to their products on offer is cocacola. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas. Coca cola company strategy of sales was price penetration where low price are charged and the company attends large market as possible. Marketing strategy contents introduction and summary of the company. Supporting an event, race, function or contest is also a type of promotional activity, through a company can achieve promotional objectives. Nov 29, 2012 with regard to the production of the soft drink itself, the main element to their products on offer is coca cola.
Coca cola is one of the most leading company in soft drink beverage industry. In 1916, the coca cola company began manufacturing of its most famous bottle. Mar 21, 2014 marketing strategies of coca cola company 1. The coca cola company is an american public limited company founded in 1886 with headquarters in atlanta, georgia, united states of america. If a company plans to grow and progress, its essential to analyze and understand their current situation to formulate. Strengths cocacola has been an intricate part of american culture for over a century. Cocacola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. Coca cola marketing strategies pepsi co coca cola scribd. 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 is the top company in the industry, according to euromonitor. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys.
Analysis of brandlevel strategic pricing between cocacola company and pepsico. Since coca cola operates in more than 200 countries. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making. 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. Coca cola, the worlds leading soft drink maker, operates in more than 200 countries and owns or licenses 400 brands of nonalcoholic beverages. Project report on marketing strategies of coca cola submitted by acknowledgements. 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. The companys objective is to offer and deliver soft drinks products anywhere in the world using safe and affordable supply chain management. Unlike price skimming where higher price are charged.
Corporate level strategy cocacola company is now the largest soft drink company in the world. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Previous failed marketing strategies such as coke zero and desani. 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. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. 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.
Nowadays more expenses are spent on advertising by soft drink companies rather than on manufacturing. 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. 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. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. The cocacola company is one of the largest manufacturers, distributors and marketers of. Corporate level strategy coca cola company is now the largest soft drink company in the world.
This is why the company pushed towards decentralization in the nineties, and even more so recently. 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. Cocacolas new marketing strategy taste the feeling. Discussion and analysis of the marketing strategy of coke zero in. 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. Interview guides were administered among senior managers at coca cola kenya to collect data. Pdf coco cola marketing strategy and market plan ekin duran. Discussion and analysis of the marketing strategy of coke. 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.
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