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SUSL - Coca cola presentation
This document provides an analysis of Coca-Cola's marketing strategy. It begins with an introduction of the Coca-Cola company and its mission statement. It then discusses the current business environment and Coca-Cola's current marketing strategy, which involves the 4 P's of marketing. It analyzes the strengths and weaknesses of Coca-Cola's current strategy and discusses the company's segmentation, targeting, positioning, and developing of its marketing mix. The document is authored by group A for their marketing management course.
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SUSL - Coca cola presentation
- 1. Group: A MM2113- Marketing Management Department of Marketing Management Sabaragamuwa University of Sri Lanka
- 2. Content… 1) Introductionof Coca Cola Company 2) Defining Mission Statement 3) Resent Changes of Business Environment 4) Currant Marketing Strategy 5) Strength & weaknesses of Currant Strategy 6) Segmentation, Targeting & Positioning 7) Segmentation of Coca Cola 8) Target marketing of Coca Cola 9) Target Market Selection 10) Positioning 11) Developing the Marketing Mix
- 3. Introduction of CocaCola company Founded in 1886 Dr. john pemberation, began to produce Coca-Cola syrup for sale Here in known as coke They are listed in top 10 brands in the world. Company have B to C customer relationship
- 4. Defining Mission Statement Coca-Cola declares the purpose as a company and serves as the standard against actions and decisions: To refresh the world… To inspire moments of optimism and happiness… To create value and make a difference.
- 5. Resent Changes ofBusiness Environment Business Environment Micro Macro individual departments Suppliers marketing intermediaries customers competitors publics Political Factors Economic Factors Social Factors Technological Factors
- 6. Current Marketing Strategy Place Coca-Cola has changes its strategy regarding to selling and marketing of products. Coca-Cola has changes its packing styles, packing design according to place like country according to customer’s demands. Price Coca-Cola is making its pricing strategy according to its competitor’s pricing strategy.
- 7. Product Organization has launched some new product like some energy drinks, fruit juice and syrups. Promotion This is the most important agenda and strategy used to by all the organization to increase sale revenue and fame of organization coca cola has changed its promotional strategy in past few years.
- 8. Strength & Weaknessesof Current Strategy Strengths Weaknesses 1. The best global brand in the world in terms of value ($77,839 billion) 2. World’s largest market share in beverage 3. Strong marketing and advertising 4. Most extensive beverage distribution channel 5. Customer loyalty 6. Bargaining power over suppliers 7. Corporate social responsibility 1. Significant focus on carbonated drinks 2. Undiversified product portfolio 3. High debt level due to acquisitions 4. Negative publicity 5. Brand failures or many brands with insignificant amount of revenues
- 9. Segmentation, Targeting &Positioning Market Segmentation Market Inform ation Market Inform ation Target Market Brand/ Product positioning Identifying Similar groups of customers Identifying which groups of customers to aim for Creating a concept to appeal to the target market Marketing Decisions Marketing Decisions Market Research e.g. male/female business students aged 18 25, 26 35, 36 45, 46+ e.g. female business students 26 35 e.g. position HE as internally rewarding and personal development Creative
- 10. Segmentation DemographicGeographic - Age - Climate - Income - Density - Gender Psychographic Behavioral - Social Class - Knowledge - Life Style - Attitude - Use
- 11. Target Marketing of Coca-Cola Geographic Climate- Hot Climate Density- Urban Suburban Demographic Age- 18 to 25 25 to 35 Income- Middle Level Gender- Male Female Psychographic Social Class- Middle Class Lifestyle- Busy Lifestyle Behavioral Knowledge- Up to O/L Up to A/L Attitude- Positive Attitude Use- Soft Drink
- 12. Target Market Selection Coca-Cola Company is performing Full Market Coverage where they are serving. all segments with their products. But Coca Cola has a product specialization target market selection. Product specialization Teen Young Old Coca-Cola Sprite Fanta
- 13. Product Price Place Promotion Positioning
- 14. Developing the Marketing Mix The marketing mix is probably the most crucial stage of the marketing planning process. Product Consumers will buy the coke product because of the high standards and high quality of the Coca Cola products. Positioning Coca Cola and Franklins both make soft drinks; although Franklins may try to compete they will still be seen as down market from Coca Cola.
- 15. Price Priceis a very important part of the marketing mix as it can effect both the supply and demand for Coca Cola. The price of Coca Cola’s products is one of the most important factors in a customer’s decision to buy. Pricing Strategies and Tactics Once customer loyalty is established as seen with Coca Cola it is then able to slowly raise the price of its product. Pricing Methods Over the years Coca has lost ground here in its pricing but has regained its strength as it employed the Competition-based pricing method which allowed it to compete more effectively in the soft drink market.
- 16. Promotion Coca Cola also utilizes below the line promotions such as contests, coupons, and free samples. Place and Distribution One key element of the “Place or Distribution” aspect is the respective distribution channels that Coca Cola has elected to transport and sells its product.
- 17. Group Members 10/MS/003 ABEYWARDHANA D.T.S. 10/MS/004 ANANDA M.P.D.S. 10/MS/136 BALASURIYA P.B. 10/MS/137 BANDARA H.B.M.W. 10/MS/138 BANDARA O.T.M.W.A. 10/MS/147 CHULANTHIKA K.M.V.U.
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