Presentation submitted to the course coordinator as a part of the partial fulfilment of the course (Principles of Marketing).

1. Presentation on
Customer-Driven Marketing
Strategy of ‘Coca-Cola’ Company
Subject: Principles of Marketing (4203)
Group:2

3. Prepared For :
Ms. Ishter Mahal
Assistant Professor
Department of Accounting & Information Systems
University of Dhaka

4. Group Members
Ms. Khadiza Alam Nishi
ID No: 11735058
Ms. Shamima Nasrin
ID No: 11735056
Ms. Bishakha Barua
ID No: 11735049
Ms. Farjana Akter
ID No: 11735043
Mr. Kazi Saddam Hossain
ID No: 11634058
University of Dhaka
MBA (Evening)

6. Asa Candler
Founder of
the Coca-Cola
Company

7. The Coca-Cola Headquarters, Midtown Atlanta, Georgia
The home of The Coca-Cola Company

8. The Coca-Cola Company Profile
The Coca-Cola Company is the largest beverage business in the
world serving more than 200 countries and offering more than
500 brands.
Company Background
Name of the Company: The Coca-Cola Company
Logo:
Industries served: Beverages
Geographic areas served: Worldwide
Headquarters: Atlanta, Georgia, United States
Designated CEO: James Quincey (May 1, 2017–)
CEO: Muhtar Kent (Jul 1, 2008–May 1, 2017)
Founder: Asa Griggs Candler
Founded: January 29, 1892, Georgia, United States
Customer service: +1 800-438-2653

9. Our Roadmap starts with our mission, which is enduring. It declares our
purpose as a company and serves as the standard against which we weigh
our actions and decisions.
Coca-Cola Mission
Coca Cola Mission Statement 2013
“To refresh the world - in mind, body and spirit… To inspire moments of
optimism - through our brands and actions… To create value and make a
difference everywhere we engage”

10. Coca-Cola Vision
Our vision serves as the framework for our Roadmap and guides
every aspect of our business by describing what we need to
accomplish in order to continue achieving sustainable, quality growth.
 Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value
 Profit: Maximize long-term return to shareowners while being mindful
of our overall responsibilities.
 People: Be a great place to work where people are inspired to be the
best they can be.
 Productivity: Be a highly effective, lean and fast-moving organization.
 Planet: Be a responsible citizen that makes a difference by helping
build and support sustainable communities.
 Portfolio: Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people's desires and needs.

11. About Coca-Cola

12. Coca-Cola (often referred to simply as Coke) is a carbonated soft drink produced by The Coca-Cola
Company
Originally intended as a patent medicine, it was invented in the late 19th century by John Pemberton
and was bought out by businessperson Asa Griggs Candler
The drink's name refers to two of its original ingredients, which were
 Kola Nuts (a source of caffeine)
 Coca Leaves

13. Market Segmentation of ‘Coca-Cola’

14. Geographic Segmentation
Nations, regions
or country
North America, Middle East, Asian Countries, Pacific Rim.
Density Urban, Suburban
Climate Hot Climate, Summer season
City or Metro size Small, Medium & Large

15. Demographic Segmentation
Age 12-19, 20-35
Gender Male, Female
Education Educated
Income Middle Level
Occupation Any type of occupation
Generation Young
Family Type All

16. Psychographic Segmentation
Social Class Middle Class, Upper middle
Lifestyle Busy life style

17. Behavioral Segmentation
Occasion Regular, Special Occasions, Seasonal need
Benefits Cold & tasty drink
User Status Potential Consumers, First-time Consumer, Regular
Consumers
Usage Rate Medium, Heavy Consumers
Loyalty Status Somewhat Loyal & Completely Loyal Consumers
Attitude Positive

18. Marketing Strategy

19. Customer Driven Marketing Strategy
Customer driven marketing strategy involves four
steps;
 Segmenting
Positioning
Differentiating
Targeting

20. Marketing Plan
 Promotional mix
A proper marketing plan includes;
 Marketing Mix
 Pricing Strategies
 Marketing strategy and

21. Coca Cola company follows value based pricing.
Coca Cola sets the price of its product based on the value
provided to its customer.
Coca Cola’s marketing strategy mainly deals with its
Promotional strategy which tells the marketers how to
go to the customers.
Coca Cola has main promotional objective that is awareness.

22. 0
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Y-Values
Introduction Growth Maturity Decline
Product Life Cycle of Coca Cola

23. Coca Cola is now in its maturity stage.
There are many substitute Products of
Coca Cola and for this reason the Coca
Cola company has increased its
promotional activities and trying to get
more information about customers future
desires.

24. SWOT Analysis
The Strengths of Coca Cola company are;
 Brand equity
 Company valuation
Vast global presence
Largest market share
Customer loyalty
Distribution network

25. The weaknesses of Coca Cola
Competition with Pepsi
Product diversification is low
Absence in health beverages

26. The opportunities of Coca Cola
Diversification
Developing nations
Packaged drinking water
Supply chain improvement
Market the lesser selling products

27. The threats of Coca Cola
Raw material sourcing
Indirect competitors

28. Target Marketing Strategies
of ‘Coca Cola’

29. Target Market
• Target market consists of a set of buyers who share common needs or
characteristics that the company desire to serve.
• Coca Cola focuses on Undifferentiated marketing strategy that target
whole market with one offer.

30. Target Market Of ‘Coca Cola’
Coca Cola takes every customer as target and potential who is thirsty
All age groups are being targeted but the most potential is the age group from 18-25 that
covers around 40% of total age segment.
AGE : The target market for the coca Cola is based on age. The youngster or youth age of 15-25
and reaches to 40.
GENDER: Coca Cola segment international market with a percent ratio of male and females
LIFE STYLE: Busy life style ( face shortage of time ) and mobile generation.
FAMILY: Dependent on family structure
OCCUPATION: Students and family oriented people
SOCIO ECONOMIC STRUCTURE: Upper class and lower class

31. POSITIONING

32. When researching the positioning of a product,
consumers are often asked how they would describe that
product, if it were a person.
“Live the coke side of life”
Coca cola has positioned itself as a part of their
daily life
This affinity between the brand and the consumer leads
to a high degree of loyalty and makes the purchasing
decision easier
Coca Cola has been successful by using Unique
Selling preposition as-

33. Whenever we take the name of Coke, the first thing
comes into our mind is fun and entertainment

34. Coca Cola has strategically positioned itself within the world soft drink market.
It faces a vital question:
“Does it have to keep the same positioning or to adapt according to the 200
countries where the brand sells its products?”
The brand has understood this principle while ago
“Think Global, Act Local”

39. The Coca-Cola brand has turned out to be one of the most recognizable and a
popular brand of all times and their beverage company is among the world's
largest beverage companies
They have become a successful brand since they have used a number of different
brand management strategies depending on the market situation and target market
The strategies include -
 Manufacturer Brand Management Strategies
 Individual Brand Management Strategies
 Private Brand Management Strategies
 Hybrid Brand Management Strategies
 Family Brand Management Strategies
 Generic Brand Management Strategies

42. From the beginning, Coca-Cola has used modern marketing techniques and
even viewed as the “Founding Father of Our Present Day Marketing Model”
The brand used a number of modern marketing techniques, which has
immensely benefited the business. This includes –
 Aiming their marketing concept totally towards their customers
 Taking of all of their important decisions with relevance to the
existing market considerations, position and segmentation.
 Focusing on customers changing needs
 Coordination
 Profit orientation