Coca Cola Marketing Strategy


Published on

You may now download this complete document with a nominal fee of $5.99. Download with Paypal confidence at

More marketing documents download at

Please contact me at for any questions regarding the download. Thanks Guys!

  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Coca Cola Marketing Strategy

  1. 1. Group A<br />MGMT-62200<br />Bold<br />Strategies<br />Consulting<br />Group<br />BSCG<br />Divya<br />Mishra<br />Hanish<br />Pahwa<br />Hemakumar <br />Vadlamudi<br />Qian<br />Yan<br />Shubhang<br />Sharma<br />
  2. 2. AGENDA<br /><ul><li>INTRODUCTION
  3. 3. KEY ISSUE
  5. 5. CPEST & SWOT
  7. 7. RECOMMENDATION & IMPLEMENTATION</li></li></ul><li>INTRODUCTION<br /><ul><li>World’s largest beverage retailer
  8. 8. 500 brands in over 200 countries
  9. 9. 1.6 billion servings each day
  10. 10. Increase sales and the market share for profit maximization
  11. 11. Increased its product base, expanded into new markets
  12. 12. Implement weather sensing technology in vending machines</li></ul>COCA-COLA:<br />CURRENT SITUATION:<br />
  13. 13. KEY ISSUE<br /><ul><li>Whether or not the Coca Cola Company should proceed with the implementation of the weather sensor technology in the vending machine market? </li></li></ul><li><ul><li>To refresh the world...
  14. 14. To inspire moments of optimism and happiness...
  15. 15. To create value and make a difference.</li></ul>COCA-COLA’S MISSION:<br />
  16. 16. CONSTRAINTS<br /><ul><li>The Coca–Cola Company’s number one rival, Pepsi, has issued a public statement condemning the implementation of such an innovation will exploit the consumer’s thirst which is an immoral way of doing business.</li></li></ul><li>Target Market & Industry Analysis<br />
  17. 17. Target Market<br /><ul><li>Soft drinks can be and are consumed by anyone, as all people are in need of some form of liquid to survive.
  18. 18. Refreshment and enjoyment are the goals behind getting people to purchase Coca Cola Co. products.
  19. 19. Coca-Cola beverages are generally for all the consumers.
  20. 20. The age demographic knows almost no boundaries, as almost all ages, aside from the very young and very old, occupy the majority of their days either near a vending machine or regularly drive past several. </li></li></ul><li>Target Market Contd..<br /><ul><li>There are some brands of the company that attract a specific target segment with slightly different needs.
  21. 21. Coca cola diet products are generally targeted towards age segment of 25 to 39.
  22. 22. Company’s juice products are generally targeted towards children to the older people.
  23. 23. PowerAde sports water is offered to attract people who are exercising or who are more concerned with their health regimes.</li></li></ul><li>Industry Analysis<br /><ul><li>Table Source:
  24. 24. The table gives the brief situation of the current beverage industry.
  25. 25. It helps to know more about the company by specifically giving the product contribution in the company’s revenue, market share and other key elements.
  26. 26. As per the data in the table, Coca cola is maintaining the majority of market share of 44.1 % in the soft drink industry. </li></li></ul><li>Industry Analysis Contd..<br /><ul><li>The key competitor of Coca-cola is Pepsi which is capturing second largest market share of 31.4 % of the market share.
  27. 27. The table shows the slight decline of its market share to the competitors.
  28. 28. Pepsi is more focused on keeping the products at the right place to attract the crowd.
  29. 29. The vending machine market is for the whole beverage industry.</li></li></ul><li>Industry Analysis Contd..<br /><ul><li>This market is giving the beverage industry an opportunity to increase the accessibility of the products for the target segment.
  30. 30. As per the case Coca-cola is experiencing the growth of sales from this market.
  31. 31. Thus, Coca-Cola is currently analyzing the ways to take advantage of opportunities that are available by implementing the new technology to make it more user-friendly and increase the accessibility of products to generate revenues. </li></li></ul><li>1999 Worldwide Unit Case Volume by Region<br />Middle & Far East<br />Group 18%<br />Africa Group 5%<br />Greater Europe<br />Group 20%<br />Latin America<br />Group 25%<br />North America<br />Group 32%<br />
  32. 32. Products in 1999<br />
  33. 33. CPEST<br />
  34. 34. Competitive<br /><ul><li>Coca-Cola - leader in beverage industry
  35. 35. Price/discount wars with Pepsi and others in the supermarkets
  36. 36. Vending machine, a great opportunity to gain profit
  37. 37. The bottled water industry started booming
  38. 38. Dasani by Coca-cola
  39. 39. Aquafina by Pepsi
  40. 40. Pepsi’s statement in press release condemning the implementation of such an innovation by Coco-Cola</li></li></ul><li>Political<br /><ul><li>The typical reaction to the idea was negative speculations
  41. 41. Competitors and consumers viewed the concept as price discrimination
  42. 42. Selling the same drink to different group of buyers at different prices i.e. “Jill when hot outside vs. Jill when it is cold” – Price discrimination</li></li></ul><li>Economic<br /><ul><li>Carbonated soft drink industry showed growth of 0.5%in 1999
  43. 43. Falling price of the computer chips
  44. 44. Increasing ease of connecting to the internet
  45. 45. Fierce competition on price/discount in supermarket
  46. 46. Rise in the sales of soft drinks through vending machine in 1998
  47. 47. 11.9% sales world wide
  48. 48. 1.2 billion cases in USA</li></li></ul><li>Social<br /><ul><li>Educated customers viewed the strategy as unfair step against thirst
  49. 49. Exploitation of consumers who believe in warm climate.
  50. 50. Brand loyalty of Coca-cola brand might be affected depending on outside temperature.
  51. 51. Trend for bottled water and other healthy products
  52. 52. Dasani by Coca-cola
  53. 53. Aquafina by Pepsi</li></li></ul><li>Technological<br /><ul><li>Debit/credit cards
  54. 54. Convenience to carry plastic money
  55. 55. Vending machine accepting debit/credit card
  56. 56. Initiatives in countries like Japan to implement :
  57. 57. Temperature scanning capability
  58. 58. Out of stock scanning
  59. 59. Price setting </li></li></ul><li>SWOT Analysis<br />
  60. 60. SWOT Analysis<br />
  61. 61. SWOT Analysis<br />
  62. 62. Five forces analysis<br />
  63. 63. Porter’s Five Forces<br />Industry rival<br />
  64. 64. <ul><li>Theintensity of competitive rivalry- High
  65. 65. Barriers to entry-High</li></li></ul><li><ul><li>Bargaining power of suppliers- Low
  66. 66. Bargaining power of buyers- High
  67. 67. Threat of substitute- High</li></ul>VS<br />
  68. 68. Alternative Recommendations<br /><ul><li>Replacing its conventional fleet of vending machines with a climate-friendly model.
  69. 69. Replacing the traditional vending machine with combination machines
  70. 70. Incorporate the latest feature of the ability to accept payments with credit cards
  71. 71. User friendly technology with touch interface which shows all the Coca-Cola products and partnering with other snack companies.</li></li></ul><li>Video<br /><br />
  72. 72. Recommended Alternative<br /><ul><li>User friendly technology with touch interface which shows all the Coca-Cola products and partnering with other snack companies.</li></li></ul><li><ul><li>Price: Prices will be variable
  73. 73. Place: The distribution channel will shift
  74. 74. Promotion: Informative, promotion of off brand products
  75. 75. Product: Wider selection of existing products</li></ul>Impact on Marketing Mix <br />
  76. 76.
  77. 77. Thank You <br />