5. Definition Of Marketing Strategies
•A marketing strategy is a process or model to
allow a company or organization to focus
limited resources on the best opportunities to
increase sales and thereby achieve a
sustainable competitive advantage.
3 Major Steps:
1. Analysis
2. Planning
3. Execution
6. Explanation Of 3 Major Steps
1. Analysis - Analyzing the organization, customers,
competitors and the business environment in which we
operate.
2. Planning - Match between the business environment and
our mission and values. This stage focus on two steps:
develop products and services with a sustainable
competitive advantage, and design an attractive brand.
3. Execution - In order to communicate our improved value
proposition, the communication tactics of public relations,
advertising, sales promotion, direct marketing, guerrilla
marketing, e-marketing and others should be employed.
8. History Of Beginning
•Coca-Cola was Invented On May 8,1886 By Dr.
John Pemberton. Coca-Cola was first offered as
a fountain beverage by mixing Coca-Cola
syrup with carbonated water.
•First Coca-Cola glass Was Sold On 5 Cents In
1886.And He Just Sold 9 Drinks Per Day
•First Bottle was Made In 1916.
9.
10. Coca-Cola`s Mission
Mission + Commitment = Focus
Focus + Action = Result
Mission statement: “We exist to create value for our
share owners on a long-term basis by building a
business that enhances The Coca-Cola Company’s
trademarks. This is also our ultimate commitment. As
the world’s largest beverage company, we refresh that
world. We do this by developing superior soft drinks,
both carbonated and non-carbonated, and profitable
non-alcoholic beverage systems that create value for
our Company, our bottling partners and our
customers.”
11. Coca-Cola’s Objectives
•Coca-Cola’s first objective is to maximize share
owner value over time.
•Maximize long-term cash flow
•To ensure the strongest and most efficient
production, distribution, and marketing systems
possible
12. Challenges
•Negative Publicity in India during September
2006
– Accused of selling products with pesticide residue
•Intense competition
– Pepsi is the leading competitor of Coke
13. SWOT Analysis
Location Of Factors Types Of Factors
Favorable Unfavorable
Strengths Weakness
Internal Factors i. Coca Cola Has a
Wide Range Of
Products
ii. World`s Leading
Brand
iii. Operation On a very
Large Scale
iv. Strong revenue
growth
i. Less inventory
turnover as compare
to Pepsi
ii. Coke is criticized for
lofty levels of
pesticides in its
products
External Factors Operations
i. Growing Bottled
Water market
ii. Coke can relatively
diversify and offering
health conscious
products
Threats
i. Intense competition
With Pepsi
ii. Dependence on
iii. bottling partners
iv. Low growth rate in
carbonated drinks
14.
15. Coca-Cola’s Marketing Strategies
Acceptability - Through effective marketing,
ensuring Coca-Cola brands are an integral part
of consumer's daily lives, making Coca-Cola the
preferred beverage everywhere
Affordability - Coca-Cola guarantees it offers the
best price in terms of value for money
Availability - Making sure that Coca-Cola brands
are available anywhere people want
refreshment, a pervasive penetration of the
marketplace
16. Types Of Coca-Cola marketing
•TV Marketing
•Offline Marketing (Schools, cinemas, theme parks,
restaurant chains)
•Online marketing (online marketing, mobile and
other forms of marketing using interactive
technologies)
•Sports and physical activity marketing
•Created new graphics for packaging, POS
materials, street signs, trucks and vending
machines
17. Social Media Networks
• Coca-Cola needs to utilize different aspects of social media in
order to communicate with consumers.
• This will Turn in:
– Increase brand awareness
– Create a positive image for the brand
• By taking advantage of these different networks such as Twitter,
Myspace, Facebook and Youtube Coca-Cola will be able to see
what customers are saying about the product and improve or
change things if necessary.
18. Coca-Cola’s Internal Environment
•Coca-Cola produces franchise products.
– Products do not have substitutes.
– Coca-Cola is a low cost leader.
– Coca-Cola has the largest plant capacity in the world and therefore
enjoys significant economies of scale.
– Low regulatory restrictions placed on the Company.
19.
20. Coca-Cola’s Finance
•Coca-Cola’s concentrate business is a cash
cow.
•In 1997, Coca-Cola generated $4 billion in
operating cash flow
•Coca-Cola invests this in 3 ways
– invest in bottling & concentrate plants
– pay dividends to share owners
– repurchases their shares
•
21. Marketing Strategy Of 2010 is as
Follows:
• Accelerate Carbonate soft-drink growth, led by coca-cola.
• selectively broaden the family of beverage brands to drive
profitable growth.
• Grow systems profitability and capability together with our bottling
partners.
• Serve customers with creativity and consistency to generate
growth across all channels.
• Direct investment to highest potential areas across markets
• Drive efficiency and cost-effectiveness everywhere
23. Corporate Level Strategy
•Coca-Cola has long been committed to a
product development strategy.
•This allow Coca-Cola to penetrate existing
markets with new products due to their high
brand awareness.
•This strategy capitalizes on Coca-Cola’s
favorable trademark reputation
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