organizations should have to maintain their businesses in a marketing oriented way. It doesn’t matter whether the organization is large scale or small but almost all the organizations have to achieve their best not because they have to but to survive in the market. In order to survive in the market they have to provide quality for customers which is better than the competing organizations. So therefore every organization need to have a quality oriented businesses for their survival.
During the module “Quality Management” we have been asked to fulfill a report and a presentation as the semester assignment.
We have chosen “Coca-Cola” which is the leader in beverage industry for our assignment. As the leading beverage brand in Sri Lanka they have good quality strategies within their organization. So it’s one of the best chances we’ve got to study the quality oriented strategies of this company as they have reached their best level.
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s
It's a Word Document which provides Swot Analysis of Coca Cola company adding up with Recommendations & Solutions on the Given Analysis.
Hope so you guys feel the Data Productive
Best Wishes,Sejal Gaikwad ;)
WEEK 8 ASSIGNMENT 3 1
WEEK 8 ASSIGNMENT 3 9Week 8 Assignment 3
Student’s Full Name
BUS499 Business Administration Capstone
Professor’s Name
Date
Week 8 Assignment 3
Coca-cola being a leading organization in the beverage industry contributes largely to the sales of soft drinks globally. With today’s stiff competition, organizations need strategies to gain competitive advantage. This paper will analyze Coca-Cola in regards to its business-level strategies, corporate-level strategies, competitive environment, and market cycles. Business-Level Strategies
A business-level strategy is concerned with the position of organizations in a given industry while considering factors comparison to the competition (Schermerhorn & Bachrach, 2010). Coca-Cola's business-level strategy is a differentiation strategy. This strategy is based on offering product that is unique hence an organization ends up acquiring a greater market share and defending the higher pricing of products. Therefore, this strategy differentiates an organization from its competitors. Coca-Cola uses a differentiation strategy for it to remain unique. With the high competition that it is facing, this strategy separates Coca-Cola from its competitors. With this strategy, Coca-Cola has been able to develop products that are unique and valued by its customers. For instance, most of the consumers opted for healthy drinks as compared to flavored drinks and this had a negative impact on Coca-Cola. The taste and preferences of customers keep on changing and hence an organization has to develop ways that will help it remain relevant in the market. Coca-Cola, therefore, developed Coca-Cola Zero Sugar which was branded and marketed as a healthy drink but a version of the original sugar-sweetened. The production of this product was for it to remain relevant and continue to be successful even with the transition of consumer’s tastes and preferences. This indicates that Coca-Cola has a unique capacity that is used for customization of its products and services to ensure that the wants and the needs of the target market are met. For instance, Coca-Cola provides Diet Coke and vitamin to the old consumers who are health conscious. It also meets the needs and expectations of its young customers through the provision of cherry and vanilla coke.
Coca-Cola management invests a lot of time and money in research and development. The main aim is to acquire an understanding of the different market segments about customer’s age, income, and lifestyle. This information is then used in marketing for the products right and achieving the right development. Coca-Cola packaging has remained unique as compared to its competitors and hence it has been able to remain adaptable in different market sections (Schermerhorn & Bachrach, 2010). With its functional packaging, it has been able to make its products appear different in the form of its sizes and forms. Coca-Cola has achieved the production of cans and bottles based on.
organizations should have to maintain their businesses in a marketing oriented way. It doesn’t matter whether the organization is large scale or small but almost all the organizations have to achieve their best not because they have to but to survive in the market. In order to survive in the market they have to provide quality for customers which is better than the competing organizations. So therefore every organization need to have a quality oriented businesses for their survival.
During the module “Quality Management” we have been asked to fulfill a report and a presentation as the semester assignment.
We have chosen “Coca-Cola” which is the leader in beverage industry for our assignment. As the leading beverage brand in Sri Lanka they have good quality strategies within their organization. So it’s one of the best chances we’ve got to study the quality oriented strategies of this company as they have reached their best level.
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s
It's a Word Document which provides Swot Analysis of Coca Cola company adding up with Recommendations & Solutions on the Given Analysis.
Hope so you guys feel the Data Productive
Best Wishes,Sejal Gaikwad ;)
WEEK 8 ASSIGNMENT 3 1
WEEK 8 ASSIGNMENT 3 9Week 8 Assignment 3
Student’s Full Name
BUS499 Business Administration Capstone
Professor’s Name
Date
Week 8 Assignment 3
Coca-cola being a leading organization in the beverage industry contributes largely to the sales of soft drinks globally. With today’s stiff competition, organizations need strategies to gain competitive advantage. This paper will analyze Coca-Cola in regards to its business-level strategies, corporate-level strategies, competitive environment, and market cycles. Business-Level Strategies
A business-level strategy is concerned with the position of organizations in a given industry while considering factors comparison to the competition (Schermerhorn & Bachrach, 2010). Coca-Cola's business-level strategy is a differentiation strategy. This strategy is based on offering product that is unique hence an organization ends up acquiring a greater market share and defending the higher pricing of products. Therefore, this strategy differentiates an organization from its competitors. Coca-Cola uses a differentiation strategy for it to remain unique. With the high competition that it is facing, this strategy separates Coca-Cola from its competitors. With this strategy, Coca-Cola has been able to develop products that are unique and valued by its customers. For instance, most of the consumers opted for healthy drinks as compared to flavored drinks and this had a negative impact on Coca-Cola. The taste and preferences of customers keep on changing and hence an organization has to develop ways that will help it remain relevant in the market. Coca-Cola, therefore, developed Coca-Cola Zero Sugar which was branded and marketed as a healthy drink but a version of the original sugar-sweetened. The production of this product was for it to remain relevant and continue to be successful even with the transition of consumer’s tastes and preferences. This indicates that Coca-Cola has a unique capacity that is used for customization of its products and services to ensure that the wants and the needs of the target market are met. For instance, Coca-Cola provides Diet Coke and vitamin to the old consumers who are health conscious. It also meets the needs and expectations of its young customers through the provision of cherry and vanilla coke.
Coca-Cola management invests a lot of time and money in research and development. The main aim is to acquire an understanding of the different market segments about customer’s age, income, and lifestyle. This information is then used in marketing for the products right and achieving the right development. Coca-Cola packaging has remained unique as compared to its competitors and hence it has been able to remain adaptable in different market sections (Schermerhorn & Bachrach, 2010). With its functional packaging, it has been able to make its products appear different in the form of its sizes and forms. Coca-Cola has achieved the production of cans and bottles based on.
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
Coca-Cola Strategic Analysis Implementation
STR/581
Coca-Cola Strategic Analysis Implementation
1
Executive Summary
Largest Beverage Provider
Almost $2 Billion in sales
Presence in 200 countries
Mission, Vision, and Value Statements
Environmental Scan
Internal and External
SWOT Analysis
The Coca-Cola Company is an almost $2 Billion company that is arguable the world’s largest beverage provider. With presence in over 200 countries Coca-Cola has grown to become a household name since its start in Atlanta, Georgia in 1886. Coca-Cola’s mission “To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference” is achieved in conjunction with its vision that is surrounding six “Ps”. People, Portfolio, Partners, Planet, Profit, and Productivity all working together to be a great place to work, offer drinks consumers want while being conscious of the world and Coca-Cola stakeholders.
In order to be a continually successful company, Coca-Cola understands the need for environmental analysis to include internal and external forces driving the business. Social factors such as the fact that consumers are becoming more health conscious and economic factors such as inflation, recession and unemployment rate should be considered in the environmental scan.
The industry environment should also be considered which includes demographics, competitors, and consumer preferences. Internal and external environments can be evaluated with the help of a SWOT analysis.
The SWOT analysis for The Coca-Cola Company reveals that the major strength of the firm is the brand name and the recognizable aspects of it. A weakness as well as an opportunity is the increased awareness of healthy options even with beverages. Another opportunity is that of additional flavors. A threat, as with all companies, is Coca-Cola’s competitors. Keeping ahead of competitors in terms of technology, flavors, and overall customer service will help alleviate the threat of competing firms.
2
Executive Summary Continued
Generic, Grand, Global Strategies
Value Disciplines
Implementation Plan
Risk Management Plan
Generic, grand, and global strategies are recommended in addition to value disciplines. Focus strategies of both cost leadership and differentiation are recommended along with market growth. Each of the three value disciplines of operational excellence, product leadership, and customer intimacy are recommended as there are benefits for each in different areas of the Coca-Cola business. These strategies will support the implementation plan that begins with building upon the already successfully developed business structure of Coca-Cola, and continuing a successful path for the growth of the business.
The same strategies will be applied for organizational change management. Both long term and short term goals will be addressed and a risk management plan put in place. The risk management plan will identify and prioritize risk ...
Organizational analysis entails carrying out evaluation on the processes of a company as well as
those employed to run such processes. This covers issues linked to structures, formalities and
processes which are the major elements that drive change in the modern world. In this article we will cover the Organizational analysis – the coca cola company.
- See more at: http://www.customwritingservice.org/blog/organizational-analysis-the-coca-colacompany/
InstructionI have 2questions to answer and Will you please answe.docxcarliotwaycave
Instruction
I have 2questions to answer and Will you please answer them separately?
I just need 1~2 paragraph each.
1. Where would you suggest searching for life beyond Earth? Include why you chose the place you did and what kind of investigation you would recommend (take into account things like cost and time factors, etc.)
2. Assuming we should get a communication that is almost surely from an intelligent communication civilization, what should we do? Your text asks if we should transmit or just listen. What do you think the world as a whole should do in response to such a momentous finding? Write your own ideas, then respond to one or two of your classmates. This is pure opinion, but back up your thinking with reasoning, why do you think what you think about this?
Grading Rubric & Instructions
Introduction
· A student introduces the names of the team members who collaborated in the presentation.
· The introduction is friendly and enthusiastic, attracting the attention of the audience.
· The introduction includes a thesis statement to introduce the general purpose of the presentation.
· The introduction comes accompanied by a Front Slide.
Organization & Development
· The group presents information using the sequence prescribed in the Business Plan.
· The PowerPoint presentation is professional and clearly, enhances the audio.
· Color schemes are optimal for viewing.
· The text is readable. Use of spaces and typography is consistent throughout the presentation.
Content (To be included on PPT)
After listening to this presentation, the audience receives a valuable analysis of the organization and specific recommendations for efficiency and effectiveness.
The presentation follows the same outline and content as in the Collaborative Course Project Reports (see attached word document reports – Company Description & CSR; Operations Management Processes; and Marketing Processes)
Company Description
· Name of the Business
· Mission Statement
· Legal Ownership
Business Ethics Processes
· Corporate Social Responsibility
· Corporate Social Responsibility Strategies
· Code of Ethics
Operations Management Processes
· Type of Organizational Structure
· Communication Dynamics
· Transformation Processes
· Supply Chain Strategies
· Total Quality Management
Marketing Management Processes
· Product or Service
· Target Market
· Place and Distribution
· Price
· Promotional Plan
Recommendations for Future Innovation and Performance
· Use the lessons from this course to make specific recommendations on how the organization will continue to innovate processes and products in the future.
Running Head: MARKETING MANAGEMENT PROCESS 1
MARKETING MANAGEMENT PROCESS 2
Contents
Introduction 3
Product or Service 3
Target Market 4
Place and Distribution 6
Price 8
Promotional Plan 10
Conclusion 11
References 13
Introduction
Coca-Cola’s headquarters is located in Atlanta, Georgia however; they operate in over 200 countries. Coca-Cola has been the ...
Running head STRATEGIG MANAGEMENT AND COMPETITIVENESS STRATEGY.docxjeanettehully
Running head: STRATEGIG MANAGEMENT AND COMPETITIVENESS STRATEGY
1
STRATEGIG MANAGEMENT AND COMPETITIVENESS STRATEGY
6
Strategic Management and Competitiveness Strategy
The world of business is constantly changing. New trends are emerging every day, and it is up to a director to consider the company's influence on these trends and how they would maintain productivity. The implementation of technology by so many business activities and globalization are two of the biggest adjustments that took place in the 21st century (Coca-Cola, 2012). In an attempt to improve their overall efficiency and effectiveness, many businesses have proceeded to embrace technology. In order to increase their client base and productivity, companies have globalized their activities. Therefore, it is wise for every director to place his / her organization strategically to maintain a competitive edge. This paper analyzes how market trends have influenced Coca-Cola's activities, such as globalization and technological shifts.
Globalization
Coca-Cola is perhaps the world's best-known brand. Coca-Cola had a much more global perspective of its activities since its creation. The creators sought to serve the world's most distant customers. Globalization attempts started in the 1920s, and then by 1970, the organization worked under its title in more than 100 nations with more than 20 labels. The organization boosted its revenues by globalizing its activities. The portfolio of the firm has also greatly increased as it has obtained other manufacturing companies of bottling and fountain sodas in the nations where it conducts business. Globalization has, on the downside, expanded the number of Coca-Cola rivals. Therefore, it is the duty of the organization to develop a strategic plan about how to deal with each and every competitor (Coca-Cola, 2012). Globalization has indeed entrusted Coca-Cola with social responsibility and guaranteeing that the social welfare of the communities where it works worldwide is enhanced.
Technology
Technology has also enhanced the productivity of most Coca Cola businesses, particularly in the manufacturing and distribution fields. The company continues to explore opportunities to supplement its human capital in more strategic ways. However, the automation of its manufacturing lines was encountered with much criticism because it resulted in the loss of several jobs.
With the growth of larger and faster non-trucks, container ships, commercial aircraft, and railways, brand transport became more effective and expense-effective. Coca-Cola was capable of producing and deliver stuff faster and further to segments of the market that were unattainable prior to these advancements in transportation (Coca-Cola, 2012). Additionally, technological advances became the main driver underneath the speed and efficiency with which information was available. Suppliers and warehouses have been able to monitor inventory levels and complete order deliveries more efficien ...
Turin Startup Ecosystem 2024 - Ricerca sulle Startup e il Sistema dell'Innov...Quotidiano Piemontese
Turin Startup Ecosystem 2024
Una ricerca de il Club degli Investitori, in collaborazione con ToTeM Torino Tech Map e con il supporto della ESCP Business School e di Growth Capital
Empowering the Unbanked: The Vital Role of NBFCs in Promoting Financial Inclu...Vighnesh Shashtri
In India, financial inclusion remains a critical challenge, with a significant portion of the population still unbanked. Non-Banking Financial Companies (NBFCs) have emerged as key players in bridging this gap by providing financial services to those often overlooked by traditional banking institutions. This article delves into how NBFCs are fostering financial inclusion and empowering the unbanked.
how to sell pi coins at high rate quickly.DOT TECH
Where can I sell my pi coins at a high rate.
Pi is not launched yet on any exchange. But one can easily sell his or her pi coins to investors who want to hold pi till mainnet launch.
This means crypto whales want to hold pi. And you can get a good rate for selling pi to them. I will leave the telegram contact of my personal pi vendor below.
A vendor is someone who buys from a miner and resell it to a holder or crypto whale.
Here is the telegram contact of my vendor:
@Pi_vendor_247
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
how can i use my minded pi coins I need some funds.DOT TECH
If you are interested in selling your pi coins, i have a verified pi merchant, who buys pi coins and resell them to exchanges looking forward to hold till mainnet launch.
Because the core team has announced that pi network will not be doing any pre-sale. The only way exchanges like huobi, bitmart and hotbit can get pi is by buying from miners.
Now a merchant stands in between these exchanges and the miners. As a link to make transactions smooth. Because right now in the enclosed mainnet you can't sell pi coins your self. You need the help of a merchant,
i will leave the telegram contact of my personal pi merchant below. 👇 I and my friends has traded more than 3000pi coins with him successfully.
@Pi_vendor_247
Introduction to Indian Financial System ()Avanish Goel
The financial system of a country is an important tool for economic development of the country, as it helps in creation of wealth by linking savings with investments.
It facilitates the flow of funds form the households (savers) to business firms (investors) to aid in wealth creation and development of both the parties
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
US Economic Outlook - Being Decided - M Capital Group August 2021.pdfpchutichetpong
The U.S. economy is continuing its impressive recovery from the COVID-19 pandemic and not slowing down despite re-occurring bumps. The U.S. savings rate reached its highest ever recorded level at 34% in April 2020 and Americans seem ready to spend. The sectors that had been hurt the most by the pandemic specifically reduced consumer spending, like retail, leisure, hospitality, and travel, are now experiencing massive growth in revenue and job openings.
Could this growth lead to a “Roaring Twenties”? As quickly as the U.S. economy contracted, experiencing a 9.1% drop in economic output relative to the business cycle in Q2 2020, the largest in recorded history, it has rebounded beyond expectations. This surprising growth seems to be fueled by the U.S. government’s aggressive fiscal and monetary policies, and an increase in consumer spending as mobility restrictions are lifted. Unemployment rates between June 2020 and June 2021 decreased by 5.2%, while the demand for labor is increasing, coupled with increasing wages to incentivize Americans to rejoin the labor force. Schools and businesses are expected to fully reopen soon. In parallel, vaccination rates across the country and the world continue to rise, with full vaccination rates of 50% and 14.8% respectively.
However, it is not completely smooth sailing from here. According to M Capital Group, the main risks that threaten the continued growth of the U.S. economy are inflation, unsettled trade relations, and another wave of Covid-19 mutations that could shut down the world again. Have we learned from the past year of COVID-19 and adapted our economy accordingly?
“In order for the U.S. economy to continue growing, whether there is another wave or not, the U.S. needs to focus on diversifying supply chains, supporting business investment, and maintaining consumer spending,” says Grace Feeley, a research analyst at M Capital Group.
While the economic indicators are positive, the risks are coming closer to manifesting and threatening such growth. The new variants spreading throughout the world, Delta, Lambda, and Gamma, are vaccine-resistant and muddy the predictions made about the economy and health of the country. These variants bring back the feeling of uncertainty that has wreaked havoc not only on the stock market but the mindset of people around the world. MCG provides unique insight on how to mitigate these risks to possibly ensure a bright economic future.
when will pi network coin be available on crypto exchange.DOT TECH
There is no set date for when Pi coins will enter the market.
However, the developers are working hard to get them released as soon as possible.
Once they are available, users will be able to exchange other cryptocurrencies for Pi coins on designated exchanges.
But for now the only way to sell your pi coins is through verified pi vendor.
Here is the telegram contact of my personal pi vendor
@Pi_vendor_247
how can I sell my pi coins for cash in a pi APPDOT TECH
You can't sell your pi coins in the pi network app. because it is not listed yet on any exchange.
The only way you can sell is by trading your pi coins with an investor (a person looking forward to hold massive amounts of pi coins before mainnet launch) .
You don't need to meet the investor directly all the trades are done with a pi vendor/merchant (a person that buys the pi coins from miners and resell it to investors)
I Will leave The telegram contact of my personal pi vendor, if you are finding a legitimate one.
@Pi_vendor_247
#pi network
#pi coins
#money
Currently pi network is not tradable on binance or any other exchange because we are still in the enclosed mainnet.
Right now the only way to sell pi coins is by trading with a verified merchant.
What is a pi merchant?
A pi merchant is someone verified by pi network team and allowed to barter pi coins for goods and services.
Since pi network is not doing any pre-sale The only way exchanges like binance/huobi or crypto whales can get pi is by buying from miners. And a merchant stands in between the exchanges and the miners.
I will leave the telegram contact of my personal pi merchant. I and my friends has traded more than 6000pi coins successfully
Tele-gram
@Pi_vendor_247
USDA Loans in California: A Comprehensive Overview.pptxmarketing367770
USDA Loans in California: A Comprehensive Overview
If you're dreaming of owning a home in California's rural or suburban areas, a USDA loan might be the perfect solution. The U.S. Department of Agriculture (USDA) offers these loans to help low-to-moderate-income individuals and families achieve homeownership.
Key Features of USDA Loans:
Zero Down Payment: USDA loans require no down payment, making homeownership more accessible.
Competitive Interest Rates: These loans often come with lower interest rates compared to conventional loans.
Flexible Credit Requirements: USDA loans have more lenient credit score requirements, helping those with less-than-perfect credit.
Guaranteed Loan Program: The USDA guarantees a portion of the loan, reducing risk for lenders and expanding borrowing options.
Eligibility Criteria:
Location: The property must be located in a USDA-designated rural or suburban area. Many areas in California qualify.
Income Limits: Applicants must meet income guidelines, which vary by region and household size.
Primary Residence: The home must be used as the borrower's primary residence.
Application Process:
Find a USDA-Approved Lender: Not all lenders offer USDA loans, so it's essential to choose one approved by the USDA.
Pre-Qualification: Determine your eligibility and the amount you can borrow.
Property Search: Look for properties in eligible rural or suburban areas.
Loan Application: Submit your application, including financial and personal information.
Processing and Approval: The lender and USDA will review your application. If approved, you can proceed to closing.
USDA loans are an excellent option for those looking to buy a home in California's rural and suburban areas. With no down payment and flexible requirements, these loans make homeownership more attainable for many families. Explore your eligibility today and take the first step toward owning your dream home.
What website can I sell pi coins securely.DOT TECH
Currently there are no website or exchange that allow buying or selling of pi coins..
But you can still easily sell pi coins, by reselling it to exchanges/crypto whales interested in holding thousands of pi coins before the mainnet launch.
Who is a pi merchant?
A pi merchant is someone who buys pi coins from miners and resell to these crypto whales and holders of pi..
This is because pi network is not doing any pre-sale. The only way exchanges can get pi is by buying from miners and pi merchants stands in between the miners and the exchanges.
How can I sell my pi coins?
Selling pi coins is really easy, but first you need to migrate to mainnet wallet before you can do that. I will leave the telegram contact of my personal pi merchant to trade with.
Tele-gram.
@Pi_vendor_247
If you are looking for a pi coin investor. Then look no further because I have the right one he is a pi vendor (he buy and resell to whales in China). I met him on a crypto conference and ever since I and my friends have sold more than 10k pi coins to him And he bought all and still want more. I will drop his telegram handle below just send him a message.
@Pi_vendor_247
1. See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/340719956
MARKETING MANAGEMENT PRACTICE OF Coca-Cola
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2. 1 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
ASSIGNMENT ON
TOPIC: MARKETING MANAGEMENT PRACTICE OF
SUBMITTED TO
MR DEWAN MEHRAB ASHRAFI
COURSE INSTRUCTOR
MARKETING MANAGEMENT (MBA: 649.3)
SUBMITTED BY
NAME ID
KHAIRUL AMIN ANIK 201005606
IFFAT ANIS KHAN 201002906
WARDA HABIBA 201007706
ISHTIAQ AHMED 201006406
3. 2 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
INDUSTRY PROFILE
The Coca-Cola group is an American international business, producer, seller, and marketer of
non-alcoholic soda drinks and syrups. The organization sells Coca-Cola, founded in Atlanta
Georgia in 1886 by John Stith Pemberton.Since 1889, the firm is owned and operated in Atlanta,
Georgia, but was founded in Delaware, has run an independently owned and operated supply
system. The business manufactures primarily syrup extract, which is then distributed to several
bottlers globally that operate licensed franchises. The group owns Coca-Cola Refreshments, their
central bottler in North America. Abdul Monem Ltd. (AML) is the bottler of the official Coca-
Cola, Sprite and Fanta in Bangladesh licensed by the Coca-Cola International head office in
Atlanta, USA. With three processing plants established in Dhaka, Comilla and Chittagong and
with a strong supply system extended across the nation, AML has founded its solid and
successful presence in Bangladesh. Coca-Cola, which has over 500 brands and operates in more
than 200 countries, has invested $74 million to establish the plant in Bhaluka, Mymensingh and
developed other infrastructure. IBPL's plant runs two lines producing 600 bottles of Kinley, a
drinking water brand of Coca-Cola, and 720 bottles of Coke brands per minute. Coca-Cola, the
second-largest player in the carbonated beverage market in Bangladesh after PepsiCo, is a very
established company in the country. It employs more than 500 people, while 5,000 more are
working with it indirectly.
4. 3 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
DEFINING MARKET FOR THE 21ST
CENTURY
Intranet:
The intranet is a centralized or confined interaction database; specifically a closed network
developed using the software. This is built to promote teamwork so workers are encouraged to
construct ideas, engage, get projects accomplished and improve the environment of the
organization.
The Coca-Cola Corporation is one of the most successful and popular companies in the world
and reflects far more than its iconic coke. 700,000 workers globally to accomplish its goal by
the aid of its established intranet that helps all the employees connect and function
efficiently. Upon contact with Md. Maksudur Rahman, the Executive of Trade Marketing at The
Coca-Cola (International Beverage Private Limited) we learned that the company has made use
of SharePoint 13, iConnect Express, SAP integration, Chatter and many more intranet web
surfaces to boost productivity.
Core Competency:
Core competency is the fundamental characteristic of an enterprise, offering the base on which
the company can expand, taking advantage of emerging technologies and bringing benefits to
customers. Many companies, including established rivals or fresh entrants into their business,
cannot quickly emulate the core competency of an organization. These competencies also
referred to as essential competence or defining qualities help build an efficient strategic edge for
businesses.
Coca-Cola has competency in its brand name identity and disparate taste factor of its drink. It is
namely these two characteristics that highly differentiate it from its competitors. It also
comprises of certain competencies that are firm specified such as its framework of licensed
bottlers and the secret recipe content or composition that has not been imitated by any of its
rivals so far. Moreover, as the company functions globally, its managerial strength and potential
also serve as another source of competitive advantage that it poses over its competitors. Its
managerial potential lies in its organizational framework that plays a vital role in the attainment
5. 4 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
of the goals and target. In addition to this, it’s wide and extensive franchise and distribution
network has been competently serving as one of its most crucial sources of competitive
advantage over other rivals.
Holistic Marketing:
Holistic marketing is a theory that recognizes the company and its components as a common
unit and provides a mutual goal to operations and individuals connected to it. A firm is very
much like a human being, in the sense that it has various components, and only when all the little
components work together for the same target does it run efficiently. This interrelationship is
reinforced by the holistic marketing theory that assumes that a broad interconnected outlook is
vital to achieving the best performance. When designing and executing strategic campaigns, the
holistic marketing approach includes the concerns of customers, companies, staff, vendors and
the society overall. With the heightened participation levels and intensified competition in the
industry, holistic marketing has grown in prominence. Companies acknowledge that they can
differentiate themselves through a strategic marketing strategy, all while building cohesion
between divisions of the company. This approach is composed of integrated marketing, internal
marketing, societal marketing and relationship marketing. This paper will closely inspect each
one of these.
Integrated Marketing:
Integrated marketing is a strategy for providing a cohesive and consistent interface for customers
that can help them engage with the company by planning and coordinating all interactions
(advertising, product promotion, direct marketing, public relations, and digital media) in such a
manner that they all function together as a single force and build on a powerful and centered
corporate identity. The main aim is to generate value for all the stakeholders of the firm with its
broad mix of products, appropriate pricing strategies, smart placing capabilities, and effective
promotional activities.
Product:
Coca-Cola has around 500 brands that comprise of many product ranges that provide an
approximate of 3900 choices of drinks to its customers. Their brand holds a financial value of
6. 5 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
almost 21 billion dollars. Some of the most known products are namely, Fanta, Powerade,
Fresca, Coca-Cola Zero, Simply Orange, Del Valle, Coca-Cola, Minute Maid, Diet Coke, Sprite,
Coca-Cola Life, Powerade Zero, Ciel and Glaceau Vitaminwater. Other than these soft drinks it
also offers other ranges of product lines such as juice drinks, sports drinks, energy drinks and tea
and coffee. Most of its products are available at both ranges of high and low-calorie composition.
Coca-Cola sells its products in various sizes of milliliters and liters in both plastic and glass
bottles and cans as well. Their technical capability of providing unique shapes and packaging to
its products has helped it in standing out and dominating the market by differentiating itself from
the rivals. Since the launch of the bottling plant, the US soft-drink maker has introduced four
brands, including Coke Zero and Sprite Zero, and recently launched a spice flavored drink,
locally known as jeera pani.
Price:
Coca-Colamaintains a head to head competition with its competitor in terms of pricing. It
follows a nonlinear pricing strategy or indirect price discrimination and strongly leverages on its
benefits as the market in which they operate in is perceived as an oligopoly. Moreover, it
routinely offers discounts in huge quantity purchases, allowances on bundle purchases and
maintains pricing similarities in line with its main rival, Pepsi; so it does not lose out on
customers in the particular sectors where they operate together. A close inspection into the
history of the pricing strategies followed by Coca-Cola so far indicates that they are relentlessly
aimed at nurturing customer or brand loyalty. The prices of few of the products are as follows:
Coca-Cola Zero Coke Can 320 ml – BDT 130; Coca-Cola Can 250 ml – BDT 40; Coca-Cola
bottle 2.25 liters – BDT 110; Coca-Cola bottle 1.25 liters – BDT 70; Diet Coca-Cola cans 250 ml
– BDT 40; Coca-Cola no sugar 320 ml – BDT 150.
Place:
The biggest factor that helps Coca-Cola operate globally over 200 different nations is its
powerful and efficient distribution capability and network. Coca-Cola is completely dependent
on its bottler partners for the distribution of its products. It operates in six various areas namely,
7. 6 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
South America, Eurasia, North America, Europe, Africa, and the Pacific. According to the
statistics, the giant company hits a sale of approximately 2 billion drinks in a single day.
The bottling associates’ bottle, seal, market and supply the finished packaged drinks to our
buyers and retail affiliates, while they market it to customers. The forwarding agents work using
localized strategies and function in an extensive distribution network thus providing 2.5 million
spokes with their products.
Promotion:
Coca-Cola has always been ahead of its rival companies due to its very creative and effective
advertising strategies. Coca-Cola adopts and implements aggressive marketing tactics and
releases advertising campaigns both in offline and online media, print Ads, and exclusively
engage in many sponsorship opportunities and programs such as Fifa world cup, American Idol,
Olympics games, etc. The giant company not only addresses its advertising campaigns on its
customers but also on its distributors, bottlers and retailers by assisting with hoardings and
fridges for advertising and branding purposes. Apart from these, it has hired many famous
personalities and celebrities as its brand ambassadors and also captures the emotional insights of
its customers by engaging and showcasing many activities related to CSR. Few of its famous
campaigns include, “Share a Coke”, “Always Coca-Cola”, “The World's Cup” and exclusively in
Bangladesh, “Nikhoj Shobder Khoje”. The market leader currently streamed approximately 2500
promotional videos on the YouTube platform and its latest advertising expenditures rose upto 2.6
billion dollars.
Internal Marketing:
Coca-Cola not only focuses only on its external customers but it also invests efforts in satisfying
its internal customers which includesthe workers and employees.Coca-Cola markets its products
and creates a favorable image in the minds of its internal customers such that these internal
customers can then reciprocate it to the external customers. When the company and its internal
customers believe and act upon the same philosophies it is only then they can best acquire and
serve its external customers. For instance, when the company launched the campaign “Share a
Coke” it made sure that the campaign was followed by its employees as well. During the
8. 7 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
campaign in Romania, employees were gifted a can of Coca-Cola that had names of their other
colleagues hidden on it. So the colleagues with the same names get the privilege of entering the
fun zone and can spend quality time. Furthermore, in other parts of the world, many employees
are also offered bottles and cans of Coca-Cola with their names specially customized on it.
THEIR KEY MANAGEMENT:
Shadab Khan, Managing Director, Coca-Cola Bangladesh Ltd.
Tamim Bin Shafique Officer- Sales at Coca-Cola Bangladesh
Dipak Kumar Sarker Manager, QA. Coca-Cola Bottling Plant Comilla, Bangladesh
Md. Sarker Hasib Ahmed Associate (Manufacturing) at Coca-Cola International
Beverages Privet Limited. Bangladesh
Apurba Biswas HR at Coca-Cola International Beverages Private Ltd. Bangladesh
Md Makhsudur Rahman Executive Trade Marketingat Coca-Cola International
Beverages Private Ltd. Bangladesh
Kazi Md. Arif Moin Uddin Senior Manager - Supply Chain HR at Coca-Cola
International Beverages Private Ltd. Bangladesh
Md. Habib Ullah, Country Procurement Manager at Coca-Cola Supply Chain Practitioner
Bangladesh
Ram Pun Head of Operation, Coca Cola Bangladesh
Md. Tipu Sultan Manager - Procurement at Coca-Cola International Beverages Private
Limited Bangladesh
Muhammad Hafizur Rahaman Deputy Manager at Coca-Cola International Beverages
Private Limited Bangladesh
Md. Faysal Mahmud Khan Assistant Manager-Procurement at Coca-Cola International
Beverage Private Limited Bangladesh
Coca-Cola hires various assessment tools directed at each step of the interview process. These
may include group discussions, written case studies, role plays, reasoning tests etc. they mostly
hire through the newspaper, social media and websites. The giant company motivates its
9. 8 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
employees by incorporating the ERG Theory of Motivation and by conducting many more
training sessions on skill acquisitions.
SOCIETAL MARKETING:
This section of the holistic approach requires companies to consider the well-being and goodness
of their surroundings, particularly the society as a whole. This could take into consideration the
environmental factors, serving and benefitting the less privileged people, abiding by cultural
ethics and morals and by involving in these activities with philanthropic organizations. When a
company engages in these activities, it greatly boosts its corporate and brand image insight of its
customers and benefits its stakeholders.
The CSR model of the company comprises of 5P’s namely, people, partner, portfolio, profit, and
the planet. As per recent statistics, Coca-Cola has conducted more than 5000 sustainability
projects all over the world. In such projects, “Me, We and the World” the beverage giant has
made investments contributing to the development of the women labor force and other
entrepreneurial concurrences. Coca-Cola formulated the Corporate Social Responsibility
approach for the 'Live Positive' initiative, which encompasses specific areas: consumption
advantages, active living, environment, electricity and atmosphere, clean packaging, water
and conservation. Throughout turn, Coca-Cola continues introducing further measures to
improve its image. For instance, during India's environmental crisis, Coca-Cola had been a CEO
Water Mandate affiliate and coordinated with the World Wildlife Fund (WWF) on the company's
water concerns and management plan.
Every year Coca-Cola contributes a minimum of 1% of its profit to multiple projects, campaigns,
and associations. On the year 2014, Coca-Cola emitted $126 hundred thousand, or 1.3 percent of
its net profits, which was allocated in constructive and safe living projects, water conservation
services, healthcare, woman entrepreneurship, and welfare and relief efforts services. Being
a part of CSR, the global beverage giant outlined a big project in Bangladesh namely the "Save
My School (SMS)" system administered at multiple schools. It was launched by the non-
governmental organization (NGO), Plan Bangladesh. SMS scheme envisioned, Coca-Cola
10. 9 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
contributing to the improvement of the water and sewage infrastructure of the schools,
construction of a library, and making sporting equipment accessible to the students.
The campaign was successfully performed in 83 schools in Bangladesh. Coca-Cola has
supported approximately 600 children with uniforms and established a public hub for medical
tests in its bottling plant field in Bangladesh. Coca-Cola Bangladesh scheduled a tour by its
international president to mark the achievement of supporting 70,000 women develop in
Bangladesh as SME-sized businesses. Coca-Cola is operating the Women Business Center
(WBC) initiative in collaboration with the international development organization United
Purpose – a pioneering platform for community advancement in a wide spectrum of markets.
The corporate social responsibility initiative of Coca-Cola, WBC, launched in Bangladesh in
2015 and the organization aims to transform one lakh, tribal Bangladeshi woman, into SME-
sized businesses by the conclusion of 2020.
RELATIONSHIP MARKETING:
The relationship marketing branch of the holistic marketing approach sheds light on a lengthy-
term client relationship and involvement instead of brief-term goals such as product sales and
revenue. The above approach focuses on directing marketing efforts at current customers in order
to create effective, social and transcendent consumer associations. Such links also help the
company gain regular profits, free brand awareness public relations and more leads. Consumers,
shareholders, financial bodies, manufacturers, distributors, government bodies and competing
agencies are mostly crucial stakeholders to gain and to retain as each has a direct effect on the
company's performance or loss. Approximately 94 percent of the global population is completely
conscious of Coca-Cola's red and white emblem. Coca-Cola has linked its goods to anything that
is important to its consumers, and which reaches their consciences. Through this approach, Coca-
Cola relies on its consumers to boost the company through their enthusiasm for the brand. Coca-
Cola promotes on Facebook and wins more clients through web media.
Coca-Cola gathers all the consumer information from the Facebook page to ensure a suitable
customized experience to draw more consumers and hold back current consumers as well. Coca-
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Cola is Facebook's second-largest fan group since it has over 3.4 million members. Coca-
Cola introduced a unique, revolutionary sales system named Freestyle which was a fountain
dispenser. The consumer will make their own drink from 100 variations and they were ready to
offer 100 varieties that were not previously implemented. The most important thing as to the
freestyle vending machine was that it was linked to SAP. This way, it extracted all the consumer
details and is saved in the CRM database. Coca-Cola has a supplier relationship management
system that aims to enhance alliances with all its suppliers. Each manufacturer is reviewed to
ascertain their efficiency, based on expense, reliability, quality, corporate governance and
resilience. Another way the organization strengthens the collaboration with all of its vendors is
by honoring their excellent success in the annual 'provider of the year' awards.
Developing Marketing Strategies and Plans
THE VALUE CHAIN OF COCA-COLA
Coca-Cola has become one of the names with the most popular worldwide. Coca-Cola is
renowned for its strong global identity and international reach, and its inventory contains many
billion-dollar products. But developing such a large international brand often needs the effective
management of the value chain. The value chain encompasses all operations from bringing the
raw materials from different sources to the gross sales and after-sales service. There are several
activities that make up the value chain. Both primary and support activities comprise the value
chain process. This paper inspects each process in the value chain below.
12. 11 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
Inbound Logistics:
Coca-Cola has operated a global supply chain that encompasses hundreds of producers and
vendors. Their vendors are regarded as corporate associates. Such company partners supply the
raw resources including food, manufacturing, and equipment as well as products and services to
their network. It also has, nevertheless, established fundamental guidelines to be adopted
by suppliers. Distributors are at the basic obligated to abide by all relevant rules and policies.
Coca-Cola frequently promotes proactive approaches and activities on the community and at
work in its instructions. It also has established an outstanding partnership with its manufacturers,
allowing it to ensure a consistent and seamless resource supply.Water is the primary component
for all Coca Cola Company processed goods and the organization periodically encounters serious
difficulties in obtaining this specific raw resource. Coca-Cola makes heavy use of high fructose
corn syrup (HFCS) and this raw material is imported from US manufacturers and shipped
through vehicles. There are also several components that are being imported from around the
globe. Orange juice and orange juice concentrate, for instance, originate in Florida and the
Southern Hemisphere, specifically Brazil. The inbound logistics are facilitated through vessels
and vehicles for foreign transactions. Coca-Cola respects the collaboration of their suppliers. In
2013, $952 million was expended on different vendors, up 14.8 percent from the previous year.
Operations:
From a regulatory and administrative point of view the Coca-Cola Company is not a centralized
organization. Coca-Cola produces and markets concentrates, soda mixes and flavorings to its
bottling companies retain brand control and establish business policy and implement it. Bottling
companies produce, store, sell and deliver the finished commodity to consumers and distribution
associates.Coca-Cola's management role encompasses focus production of other headquarters
administration tasks. Coca-Cola is a multinational company that works independently in every
city where it conducts business. Most local outlets run the Coca- Cola's distribution and do not
operate any of its bottling companies. The organization produces and distributes soda bases and
syrups for bottling procedures. The brand maintains the logo and is eligible for the promotional
campaigns. Coca-Cola operates in seven hub branches namelyEurasia and Africa, Europe, Latin
America, North America, Asia Pacific, Bottling Investments and Corporate.
13. 12 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
Outbound logistics:
This aspect of Coca-Cola's Supply Chain is comprised of associates and dealers of bottling. It
supplies bottling suppliers, containers, merchandises and disperses the finished goods to
consumers and retail associates. Instead, these distribution associates market the goods to
consumers. Coca-Cola's clients include grocers, hotels, street sellers, grocery shops, movie
theaters, and theme parks. Coca-Cola's bottling companies coordinate with the consumers to
incorporate specialized approaches built in collaboration with the Coca-Cola group.Coca-Cola
Company markets its goods even more than 200 countries and naturally reports to have the
biggest delivery network for drinks in the world. Manufacturing outlets operated by Coca-Cola
comprise of the company-operated or managed manufacturing activities, individual bottling
companies, manufacturers, wholesalers, and outlets. The five main bottling partners generated 33
percent of the 2014 overall unit case volume revenue. In addition, outbound logistics are
managed by manual delivery throughout Africa, with over 2500 independent manual delivery
firms employing more than 11,000 people.
Procurement:
Coca Cola undertakes producers and vendors in hundreds. This utilizes innovations to automate
and render the overall process more productive. It has established strong ties with its distributors
and issued instructions that must be met by them.
MARKETING AND SALES
During 2014, 2013 and 2012, shipments of drinks belonging to the Coca-Cola group contributed
respectively to 28.6 billion, 28.2 billion and 27.7 billion unit cases respectively. Export revenue
in the domestic market US accounted for 19 percent of the overall export value in 2014. Canada,
China, Brazil, and Japan accounted for 31 percent of global revenues outside the US. Coca-Cola
incorporates innovative communications approaches through the simultaneous application of
advertisements, promotional campaigns, activities and interactions, and strategic blend concepts
for public relations. The idea regarding brand ads is linked to being satisfied, loving life and
14. 13 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
living a healthy lifestyle. Coca-Cola's new campaign strategies were targeted at incorporating
four famous beverages – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life into the
'One Brand' model, thereby offering the target consumer audience a broader selection of options.
Services:
Coca-Cola retains its customer care practices through internet chat with a digital operator on the
company's specialized customer service telephone official website. The Coca- Cola page
provides a detailed FAQ that discusses in-depth certain facets of their goods, and the webpage
often answers a broad variety of primary and related brand-related theories.
Technology Development:
Coca-Cola has a clear emphasis on innovations and R&D. From manufacturing through to
delivery and trading, it has grown in technologies throughout. Beyond this, it also emphasizes
technical advancement through research and growth. This has six R&D sites across the globe
linking it with clients, business start-ups and academic students to international development and
evaluation hubs. The business interacts with stakeholders in other sectors to drive creativity by
goods, labeling, machinery, and the like. Throughout in this context, Coca-Cola constantly
concentrates on productivity creativity.
Human Resource Management:
Coca-Cola is concentrated on attracting and cultivating expertise, and building a lifelong
learning atmosphere. This offers them decent benefits, which brings bonuses to the salaries as
well. Coca-Cola emphasizes on inspiration and dedication to the staff. Besides that, their
attention is also invested in quality improvement to offer job development to the workforce.It
employs more than 500 people, while 5,000 more are working with it indirectly.
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Firm Infrastructure:
The importance of the infrastructure of a company is essential to its performance. Coca Cola has
operated a broad network involving its administration, human capital, financial services, and
technologies. This frequently educates its manufacturers, through its R&D sites, and insists on
creativity.
THE VALUE DELIVERY APPROACH:
A value delivery is the process through which company design their product in a way so that it
gives maximum value to their customers using it. The value that the company intends to deliver
their customers can be not only in the sort of product, benefits and attributes etc. Whatever that
creates value for the customers of the company , should be included in the value delivery
process.
THE VALUE DELIVERY APPROACH OF COCACOLA DEVIDED INTO THREE PHASES:
1.Choosing the value: The very initial step for cocacola before producing any beverage product is
to pursue Segmentation, Target Marketing and positioning (STP Model). To know what their
customers need, Coca-Cola uses the consumer segmentation criteria and market into different
groups: behavioural, psychographic and profile. After deviding the market and analyzing return
sales and rate, cocacola want to invest in the market and they basically follows the mass
marketing strategy.
2. Providing value: Since, cocacola is one of the top beverage company of the world, they basically
target the whole world and thus their amount of value providing is huge. After the top
management of Cocacola company define corporate strategic plan, then marketing department
decides about the specific drink type, price setting and and product distribution worldwide.
3. Communicating the value: For value communication, Coca Cola depends on media widely to
carry out its integrated marketing communication strategy. The medium followed by the
16. 15 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
company includes newspapers, magazines, internet( social media includes facebook, twitter,
printerest etc) , television, cinema, radio, posters and billboards.
LEVELS OF A MARKETING PLAN
Strategic Plan: Strategic planning includes ongoing process through which a company set
priorities, strategic objective and aims to execute them for the target market.
Inspite of having the existing weaknesses and strengths, Coca-Cola ensures their leading position
as a strong brand and a market leader in the soft drinks industry. At present, the Coca-Cola
Company offer more than 500 brands in more than 200 countries and serve 1.6 billion servings
daily. They target consumers around the world and for all age group, and gender.
Tactical Plan: Tactical planning is basically a manner through which companies prioritize and
decide strategic initiatives. Afterword, which markets should be better to to enter, what
products should be introduced and how to compete with rivals more effectively are decided by
those initiatives. Cocacola pursues some tactical initiatives regularly. From them, One of the
tactic is to increase the amount of product that Coca-Cola customers buy mostly.Basically,
Coca-Cola determines to accomplish this goal by launching new products for example salty
snacks which may make a good combination with soda. They also show extensive advertising
for their target current customers for the purpose of keeping the brand in customers mind. In
such ay, cocacola makes sure that customers will think of Coca-Cola soda first when they feel
thirsty and wish to purchase a drink.
The strategic planning: Strategic planning includes-
1. Intensive
2. Integrative
3. Diversification
Intensive: In intensive, there are four types of dimensions.
17. 16 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
MARKET PENETRATION
It is one of the key strategy to sell more to the existing customer.
Besides keeping price affordable, cocacola uses promotional tactics like seasonal discount, new
package and various promotional campaigns.
Market Development:
This is the key strategy for grabbing new market and customer.
This strategy has been highly effective and helpful for Coca Cola to grab the lead the beverages
industry.
Product Development
It is the strategy to bring new product to market to increase sales.
Eventually, the product range of Coca Cola has grown widely and now its huge product
portfolio is around 500 dazzling and still brands and it serves almost 3900 beverage choices. as a
result now, 21 billion dollar brands in its portfolio
SWOT ANALYSIS
SWOT analysis are to offer the competitive imminent into probable troubles that may create an
effect on the journey of the success of the brand (Business Dictionary 2011). A SWOT analysis
is also known as an Internal-External analysis, that helps the company in setting up a business
plan and eradicating threats as well as weaknesses, widen further strengths and opportunities
(Mind Tools, 2016). The internal environment contains the strengths and weaknesses on other
hand, the external environment includes the threats and opportunities.
STRENGTH:
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Highest brand equity: Coca cola own highest brand equity, and during 2018 they were amongst
the 7 most mentionable brands worldwide (Badenhausen, 2018). Coca-Cola is certainly one of
the most well-known brands with the highest brand equity.
Strong brand identity: Coca-Cola is a highly admired brand with a strong brand identity. Their
soft drinks are the mostly-selling drinks worldwide. This company is the biggest non-alcoholic
soda company globally. The company serves around 1.9 billion or 3.2% of the entirety 60 billion
beverage allocations of all types consumed globally every day. Cocacola owns, distributes and
sells over 500 different non-alcoholic beverage brands in above 200 countries.
Extended global reach: Cocacola is sold over 200 countries with around 9 billion allocation
per day of their products. They introduced over 500 new products worldwide. Most of them are
variations of Coca-Cola drinks, such as Cherry Coca-Cola and Coco Cola Vanilla. Their brands
are recognized to stroke each demography and lifestyle.
Strong marketing and advertising strategy: Cocacola have very talented team of marketing
through which they make unique strategy of marketing their brand. The most important practice
they follow is associating celebrities in their commercials.
Customer loyalty: One more powerful advantage of Cocacola is Customer loyalty. Cocacola
earns around 80% of profit from its 20% existing and loyal customers.
Large sponsor: Cocacola is one of the leading sponsorsworldwide. Cocacola have been
sponsoring global sports even like Olimpic, Fifa etc that provided them the unique chance to
achieve global market.
Largest Brand Valuation: Coca-Cola is recognized as the 3rd
Best international brand
on Interbrand’s annual ranking. Achieving brand value of approximately $79.96 billion, they
maintained the peak position for several years.
Strong distribution channel: Cocacola’s quality products reach all of its market including Asia,
Europe, Africa etc by their strong and proficient distribution channel.
WEAKNESS:
Negative publicity: There are some rumors about the depressing effects that can be occurred by
having coke. For example, during 2007 a rumor spread about containing pesticides in coke
19. 18 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
(Vedwan, 2007) on other hand, in 2017, cocacola was criticized for deceptive marketing
(Fantozzi, 2017).
Absence in the health beverage: As Coca cola have not yet been included any healthy products
in their product line, so it became a weakness for them. There drinks are known as unhealthy
because it results in obesity in the long run.
Aggressive competition with Pepsi: Cocacola’s biggest rival is pepsi. If pepsi was not there,
Cocacola would be market leader more easily and clearly. For example, for people of Oman and
Saudi Arabia, pepsi is more popular than Cocacola.
Product diversification: As cocacola has low product diversification, it became leverage for
pepsi and they are lagging cocacola behind by launching their several snacks products like
Kurkure and Lays.
OPPORTUNITIES:
Introduce new products and diversify its segments – Coca-Cola has the potential opportunity
to bring in new product line in food and health segments similar to Pepsi do so that those
products can add to their revenue, and they can separate from from carbonated soda.
Increased sales possibility in developing nations: Tanzania, India, Bangladesh are developing
nations, and in this countries the sales goes almost doubled in the summer. So these countries
will work as Cocacola’s largest market opportunities.
Packaged drinking water –Besides carbonated soda, cocacola also have drinking water brands
for example, Kinley. This is an opportunity for them to increase and broaden their product line of
healthy drinks in the market so that they get rid of criticism.
Bring advanced supply chain system – Coca Cola’s business structure is completely reliant on
supply chain and logistics. Cocacola always come up with some superior and enhanced methods
for allocation can become an opportunity.
THREATS
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Direct and indirect competition: Though pepsi is the direct competitor of cocacola, they have
also many other brands which are indirect competitors of cocacola such as Starbucks, Costa
Coffee, Lipton Juice, Tropicana and Nescafe which threaten the market of cocacola.
Change in customers taste: Though Cocacola have customer loyalty but still there remain a threat
that if their customers taste change, there demand will fall.
Packaging controversy: As cocacola use plastic for their packaging, they were censured by
Greenpeace in their published report in 2017. They also criticized cocacola for over cocacola’s
recycling and renewable sources.
Scarce source of raw material: Scarcity of water source is now at increase for which Cocacola
will face problems because their raw material is water and it will become difficult to manage this
raw material at lower price.
CREATING LONG TERM LOYALTY RELATIONSHIP
LOYALTY
Satisfaction is basically the customers fulfillment response about the product and service of the
company (Zeithmal and Bitner, 2003). And, Studies in the past found that customer satisfaction
has significant positive influence on customer loyalty (Schirmer et al., 2016).
The basic vision of cocacola is that, their existence is for satisfying customer needs. They have
more than 400 brands of beverages designed to satisfy their wide range of customers worldwide.
They always try to satisfy their whole target market including people of all ages, gender, races
etc. As a result, their customers remain loyal to them. Coca-Cola leading global brand which has
demonstrated brand loyalty during its 125 year record of being successful. The brand achieved
their popularity through economic declines, altering consumption prototype, and enhancing
concern over healthy consumption of drinking and eating behavior.
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CRAFTING BRAND EQUITY
Building Customer-Brand Based Equity
Brand equity defines a value quality that a brand creates from a product having an identifiable
name when contrasted to a generic equivalent. Brand equity can be created by making product
easily definable, memorable, and advanced in reliability and quality.
Cocacola is often rated as best beverage brand worldwide, with brand value of approximately
$57.3 billion in 2018. Nevertheless, cocacola itself symbolize more than just its products—but
also symbolic of positive experiences and a proud full history. Also recognized for its exclusive
marketing movements, the Coca-Cola brand h created a global impact toward its consumers
engagement with the brand. Cocacola is now more an emotion than a product to its customer and
this happened for their marketing strategy as they relate their product more with story of people’s
real life. As a result, among so many beverages, people think about cocacola first. ( Source:
Interview from HR support officer at IBPL Cocacola).
There are 6 things a company have to follow to establish a brand.
1. Memorability
2. Meaningfulness
3. Likebility
There Three things are under marketers offensive strategy and build brand equity.
4. Transferability
5. Adaptability
6. Protectability
These three things are under defensive role for leveraging and maintaining brand equity.
Memorability:
A brand name should be memorable so that it can be recognized by any group of people.
Cocacola initiated lots of activity such as advertising that relate with their occasions, vending
22. 21 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
machine so that when people see the machine or see the advertisement, they can relate with the
situation and remember about cocacola.
Meaningfulness: It is mandatory to have a brand name.
Cocacola is named as cocacola because, the coca leaf and kola fruits that were used to add
flavor.
Likebility of Cocacola:
Likability is the opportunity to convince the customers by brand elements. Cocacola is more
likable among all beverages to their customersfor the following factors:
Brand’s story relatable with real life
Express emotion through your content. Example: Coca Cola’s Taste the
Feeling campaign.
brand’s personality
Popular Celebrities
Sponsorship and events
TRANSFERABILITY:
It is the degree to which a brand can increase their product line by their brand elements to
increase brand equity.
Cocacola in now thinking about extending their product line such as manufacturing salty snack
that go well with their soda drinks.
ADAPTABILITY:
The more adaptable and flexible the brand elements, the easier to cope with the changing trend
of customers choice and demand.
Cocacola keeps updating their logo time to time for years to be up to date with the latest fashion,
trend and opinions.
PROTECTABILITY:
Lastly, a brand should select its brand elements which is protectable legally and competitively.
Cocacola is legally protected by having:
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Its trademark legally protected
Its Patent and copyright are protected
Proper licensing
Recognized legally
CRAFTING BRAND POSITIONING
Segmentation: Market segmentetaion help a company to develop their products and services,
indicating what their customers will prefer and innovate new potential sectors. Cocacola markets
the products by selling into diverse or several markets (e.g. Diet coke) (Patrick and Thomas,
1992). To find out about customers need, Coca-Cola go through the consumer segmentation
criteria and market into different groups including demographic, geographic, psychographic and
behavioural.
1. Demographic: Cocacola people of all age, gender and race. But as it a premium brand,
they mostly target medium and high income people.
The Market reaches segments among three variations including age, gender, income.
Age:
Criterion Age
Oasis 20-30
Diet Coke 30-50
2. Geographic: Cocacola is a global leading brand currently having market in over 200
countries.
For example, USA, Saudi Arabia, Pakistan, Bangladesh ,China etc.
3. Psychographic: Psychographic segmentation devide the market according to social class,
personality and lifestyle.
Cocacola targets middle class or medium income people
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Cocacola targets higher class or high income people.
The reason behind choosing middle and high class people is that, they brand their product as a
premium product.
PERCEPTUAL MAP
A perceptual map is a illustration of the insight of existing customers or potential customers
about explicit characteristics of a brand, organization, product, service and idea. This pictorial
method(perceptual map) ask participants to place product relative to one another along two or
more axis.
For Cocacola, we are using two determinant attributes including:
1. High Quality- Low Quality
2. High Price- Low pric
PROMOTION
Coca-Cola’s promotion is something else and people all around familiar with this brand its
because of their excellence promotional activities. Because of interesting and unique promotional
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strategies its now one of the most recognized and strong brand in the world. Although its an
American brand it has gone beyond American culture and instead it’s trying to adopt world
culture and they are most successful in it.Its now producing its bottle of joy in almost all the
countries around the world. And all around the world they are equally popular. The large part
behind this is their quality and its promotional tools.
They generally manufacture a drink that most people enjoy along with that it has brought several
other companies that produce soft drinks to expand its wings but coca cola has always been the
marketing king in the world of soft drinks. Basically memorable campaigns and ads they create
holds generation after generation. Each ad they make its like an art. We will be discussing about
some of their promotional tools.
They follow the following step for promotion of their product
Advertising
Personal Selling
Direct Marketing
Public Relations
Sales promotion
Publicity
ADVERTISING:
As Cocacola is one of the most valuable brand in the world and industry leader of
carbonated drinks, it has always published advertising that has touched people’s
soul. Its has provided some of the most memorable ads we can ever think of for
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example “I’d like to buy the world a coke” commercial which released in 1971 and
like this cocacola is building this sort of advertisement from hundred of years.They
spend a huge budget on their advertising each year.It has always shown the
commitment on advertising is the key push to coke’s success.
PERSONAL SELLING
Personal selling basically refers one to one selling to the customer .coca cola has taken the
personal selling to another level. it has established lots of booth here and their which works like
a person from coke. you just pub money in the booth and you get a coke. It took this revolution
on another level in 2009 when it launched their soda fountain call Coca-Cola free style . here
they had 100+ variety of coke’s product and you can mix any flavor with other if you want . for
example you can mix fanta with diet coke.
DIRECT MARKETING:
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Coca-Cola does its direct marketing in a different way . generally direct marketing
is calling or talking to customer directly. Instead of calling customer coke call
different organization and serve customer through them. And in return those
organization gets benefits from coke. A few of their direct marketing are
Merging with food chain: Coke merge with food chains where those food
chain only serve coke ( example McDonald) so whenever customer visit
those shops they will get a coke and nothing else. Thus they connect with
customers
Sponsoring Sports event: Coke associates with lots of sports event
worldwide. Those sports event has lots of fan base and by sponsoring them
coke catches those fans attention directly.eg : EPL, Olympic games.
PUBLIC RELATION
Coca cola does its PR activities though awareness campaign, CRS activities and different events.
They take much care on the public relation platform They believe in making customer
relationship above all. The most memorable example can be what coke did in UAE. Where they
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established a booth and people were able to contact with loved one with just a coke cap. And at
that time calling was really expansive. another great example would be how they provided iftar
in a reral village where those villager were starving. They also took part in awareness campaign.
Sometimes they proted friendship on public place.
SALES PROMOTION:
Coca-cola spends a huge amount of money in sales promotion. Although they are one of the
world’s biggest company they always comes up with new selling ideas and different offerings to
the customer. It may be on a vacation or a holiday or on a regular day. They do it in different
way. At time they go to campus and promotes its product or they give sale on their product and
interestingly they offer gifts after buying coke. E.g. Mobile phones, laptop, recharge etc
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PUBLICITY
Publicity tools are very interesting which
coca cola adopts. From celebrity to
billboard to newspaper. Coke intensely
promotes their product. They sponsor
lots of event worldwide for their
promotional strategies. We often see an
influencer in a particular region promoting coke thus it reaches a lot of people altogether. So
that’s how they does their publicity operations.
INTERNET
The presence of Coca Cola on the Internet is oriented towards creating partnerships rather than
making sales. Coca Cola's presence on the internet has developed a positive outlook towards the
brand, growing recognition and desire to buy. The availability of Coca Cola on the Internet was a
compliment to other IMC devices.
MARKETING STRATEGY OF COCA-COLA (STP)
SEGMENTATION:
Marketing Segmentation is basically portioning a market into potential customer’s group who
basically share similar needs and likely to have similar purchasing behavior. Intension of such
strategy is to understand the market and choosing the portion of market that will give maximum
benefit to the company. Coca cola follows following segmentation strategy
DEMOGRAPHIC SEGMENTATION:
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Coca cola demographic segmentation would encompass age, family size, and income. Coke
groups with age include small children, young adults, and older adults. In general, coke has no
clear target and is aimed at all (Vendredi, 2012). Form of family, coke has launched their
economic package that helps focus on groups and communities. Coke segments have different
income rates by which they provide bottle ,can, big and small size coke
PSYCHOGRAPHIC SEGMENTATION
The coca cola company's psychographic segmentation is of social status, lifestyle, profession,
education level, and personality. Segmentation of coke is to everyone. A coke doesn't usually
target lifestyle, profession, or education rates. Nonetheless packaging is available for different
customers. They basically focus on the fact that people should think coke is for all.
BEHAVIORAL SEGMENTATION:
Coca cola’s finest marketing strategy is their behavioral segmentation. In this portion they target
different occasions that people celebrates together such as Christmas, Eid Diwali, Thanks giving
etc.They pick those time when people generally share their happiness together with family and
friends, they come out with such amazing ads on those time which is amazing to see.
TARGETING:
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Targeting is basically choosing the portion which company will be serving. Coca-cola’s targeting
strategy works following way
Age: coke doesn’t have a specific target portion. It targets the whole market all together. But yes
they focus on the age group (12-30) most. To be honest they don’t specifically communicates
with those rage of people, instead they convey the message to whole market but still they are
successfully reaching them over hundreds of years. May be through partnership.
Life style: Although coke goes not target specific life style as it is for all but it seeks attention
more busy life style and young generation are considered to be the most profitable part of Coca
cola’s consumers.
Occupation: it targets students and family oriented people mostly
Nature: fun, joy, entertainment loving people who wants to share happiness with one another
POSITIONING:
An integral part of people’s daily life .it creates its intimacy with its customer by bringing out
emotional storytelling and their unique selling approach .Coke has positioned itself in the soft
drink market so well by the statement “THINK GLOBALLY ACT LOCALLY” by following
this principal it is able to know how a developing area thinks and how a developed area thinks.
Combining these two together they are so successfully able to catch every customer they target
as they know the core of that region and they act according to that. Like in Bangladesh during
ramadan they release and ad where they focus on family bonding while fasting. That’s so
interesting to see. It created its image who is offering something to drink with family friends and
regular life. The best thing they did is when we think of celebrating together we always keep a
coke to share with other. That’s the beauty of their positioning strategy.
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COCA-COLA’S DIFFERENTIATION STRATEGY
Differentiation is basically how people can differentiate a product from other. Coca cola follows
following differentiation strategy
SYMBOL OF JOY AND FUN
It has created itself as a brand which is there whenever we want to share our joy and happiness.
In every occasion it’s a must for us to drink with our loved ones and friends. That psychological
approach made them different from other.
PRODUCT LINE
A large variety of product line serves every types of people. Coke took this approach very seriously and
they manufacture huge ranges of product with different size and different flavor that serves every
person’s choice.
CULTURALLY SHAPED PRODUCTS
Coke follows a tagline “ Think globally and act locally” and by following this strategy they have
to satisfy different region and culture. And for that reason they offer different product which
catches attention of those cluture. And that makes them different from other cola brand
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WATER PURITY STANDARD
Soft drinks contain 90-95% water so water need to be very hygienic and coke takes this very
seriously.as it must contain consumer trust. they follow a technology named HYDROGGUARD
HG-702 technology which ensures 5 step water purity assurance.
ORGANIC SODA AND BEVERAGE LINE
When differentiation comes
there is nothing better than
coca cola . this company has
set a benchmark by bringing
out pure organic beverage
under its product line. This made them stand out from others. This again proves there’s no one
better than them in differentiation and thus they concurred the market through their
differentiation once again.
CUSTOMIZING VENDING MACHINE
Coca-cola’s vending machine are different from other vending machine . the main point of
differentiation here is , you can customize your own drink. For example you can mix coke life
with a diet coke. Whatever combo you want you can get it from here. And it accepts mobile cash
so that’s an additional benefit.
PORTER’S FIVE FORCES ANALYSIS OF COKE
COMPETITION
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All the big companies has bigger
competition. Coca cola is no different .
as a rival it has another beverage giant
Pepsi. According to most people this is
the biggest competition in the corporate
world. There are many soda drinks that
can give competition to coke but Pepsi
huts coke the most. Although coke has
better sale than Pepsi worldwide but
Pepsi has more control on us market and Pepsi has non beverage item that make them more
strong.
THREAT OF NEW ENTRANTS:
Company like coca cola is so popular over the world that, threat of new entrance is very low
here. There are some major thing that make threat of new entrance nil for coca-cola
Brand Name: The brand cola is very big that’s why if people get an option of a new cola and
among coke, in almost all the case people would go for coke
Distribution channel: coca-cola has a worldwide distribution channel. It has many plant around
the world. its very difficult to match up that for new companies.
Huge initial investment: for matching up to the level of coke, you need huge initial budget for
plant and others and that seems impossible for anyone
Economic of sale: all the established company enjoy an economic of sale due to its operation
expertise. And its seems difficult for new companies
Loyal fanbase : coke’s biggest strength is their loyal fan base . for new companies it will take
hundred of years for this kind of fanbase.
THREAT OF SUBSTITUTE PRODUCTS:
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Substitute of beverage drinks would be juices, water, tea or coffee. Coke has a plan for this too.
They have strengthen its wings for this kind of products too. They manufacture water juice and
cold beverages and thus reduced the threat of substitute products.
SUPPLIER POWER:
In case of supplier power of coca-cola
Sugar and water suppliers of coke can be easily replaced by coca-cola
For the bottle manufacturing plant, coke owns most of their bottle manufacture plant.
Other factor like labor and equipment would not be a problem for company like coke.
So supplier power is very low for C0ca-cola
BUYER POWER:
In case of coca cola , its bottling partners are its buyers. And among those partners most of the
plant are owned by coca-cola. So buyer has little or no buying power over coca-cola.
PRICING STRATEGY COCA-COLA
They used a cost-based estimation method for their Original Coke to first determine its quality.
We initially wrote the item, the first coke, agreed on the expenses for the (service costs, capital
expenditures, and operating costs), set a cost considering Coke's quality, eventually convinced
the customers of the appreciation. Coke used market-entrance assessment at its expense from that
point on. Currently, Coca Cola products are placed at a common degree of competition to face
opposition to significant competitors like Pepsi, products valuing. In this way, Market Price is
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their basic approach, because they trust costs should not be too low or too high for the value
from which the competitor is paying. Coca-Cola uses the following alternate pricing strategies
over the year for Coke:
1) Psychological Pricing
Coca-Cola uses psychological pricing to grab their customer attention. For example, In 2009
Coca-Cola used their Initial Coke psychological estimation method. For example, a 2 liter
Original Coke jug cost $2.49. They set the cost to end in 9, because this causes consumers to
believe the cost is below $2.50.
2) Promotional Pricing
Coke also takes advantage of the discounted pricing policy. Coca Cola delivered the discount
prices as often as possible. In store that offers Coca-Cola, the cost of creating short-run deals are
consistently priced surprisingly below the rundown price. Particularly on some event Coca Cola
diminishes its rates like in Ramadan Coca Cola decreases its rate unto 5 Rupees on 1.5 litre
container. This gives the item a sense of criticality and consumers are purchasing the item
despite the lower cost. Coca cola organization offers middle men or retailers incentives in such a
way as to give them free example and free purge bottles, thus putting their item on the market
through these retailers and center man. That's also the reason coca cola has been seen more on
the market.
3) Segmented Pricing
Coke takes advantage of the segmented demand approach. Coca Cola is sold at various prices,
depending on different products. They get to increase their sales from selling product in different
37. 36 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
sizes and at lower prices, since there is not much difference in the cost of making the goods.
Following are the different packages available for different target audience:
i) RGB - Returnable/ Refillable Glass bottles
ii) CAN – Aluminum Cans (Tins)
iii) BIB - Beverages in bag
iv) Tetra – Tetra Packs
v) PET – Plastic Bottles
4) Discriminatory Pricing
Coke also follows discriminatory pricing strategy, because when sold through different channels
they have different prices. Such as their: wholesalers / distributors, stores, hotels, gas stations,
electronic distributors.
5) International Pricing
Coke additionally utilizes the international pricing strategy. For example, the cost of a 2-liter
container of Coke in the United States is unique in relation to the cost of a similar item in China.
This needs to do with the distinction in financial conditions, aggressive circumstances, and
laws.Coca Cola has adopted numerous assessment protocols along these lines in view of the
importance and consideration of delivering new products based on specific gathering of people.
Coca Cola is sold through following ways:
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1. Direct Selling: By using their own transports, their goods are supplied in this form of sale in
shops and departmental stores. Provides more profit margin in this form of sales business.
2. Indirect Selling: In this form of distribution, all of their sellers and agencies are expected
to cover all areas to ensure their customers that Coca Cola products are available.
MARKETING COMMUNICATION OF COCA-COLA
As Coca-Cola offers globally standardized products its marketing communication method
follows ‘Think local, act local’ slogan. Coca-Cola operates its marketing communication through
some media which are mainly publishable media and visual/aural media.
Publishable Media:
Newspapers
Newspapers are one of the most common media advertisement forms which Coca-Cola widely
uses. Coca-Cola Company is one of the organizations that in its earlier stages featured media ads,
and the company has been engaged in media advertisement for over 100 years.
Magazines
They are commonly used to market Coca-Cola on a global basis. The magazines are picked by
the firm's target consumer group according to their readability. Generally, these advertisements
take a whole page of the magazine to maximize the positive effect of the marketing campaigns.
39. 38 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
Internet
This is another channel where Coca-Cola advertisements are put in various ways. In particular,
online advertisement of the brand is made by the extensive use of banners, pop-up
advertisements, on-site sponsorships and numerous other types of online advertising across
thousands of websites across the globe. Here are also many forums and websites dedicated to
Coca-Cola fans, where users can share their Coca-Cola stories.
Visual/aural media:
Television
In several countries, Coca-Cola has been sold over television. Coca-Cola produces
advertisements in different countries. Such advertisements are designed taking into account the
local community in order to prevent any misunderstandings due to variations in the various
countries 'community.
Cinema
Coca-Cola is marketed in the movies as well, and this is achieved in two ways. Firstly, before the
movie begins, Coca-Cola video advertisements are played in the cinemas. Secondly, Coca-Cola
is marketed by product placement in movies where the drink is placed somewhere throughout the
film and the product placement value is maximized by having the drink being consumed by the
lead character.
40. 39 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
Radio
Coca-Cola radio commercial typically only lasts a few seconds, but is considered effective in
terms of increasing brand recognition and loyalty to consumers.
Posters and billboards
These are also commonly used as an integral part of media promotion at Coca-Cola. The
billboards are typically mounted across the globe at city centers and highways, as well as certain
parts of the rural areas. On the other side, posters are usually placed in public transports, stores,
and restaurants.
41. 40 | MARKETING MANAGEMENT PRACTICE OF MBA 649.3 (EDU)
CONCLUSION
Coca- cola is a global brand. People are having this product for more than 125 years. The success
they have now is because of the establishment that has created from hard work of more than
hundred years. And they success is the result of continuous effort on marketing activities,
economics of sale and successful supply chain operation. But they main key point of their
product is their marketing strategy. From the time of Candler & Robert to till now they have
adopted some of the finest marketing tool that set example of how market works they shown a
different direction in marketing and promotion and successfully set an standard which is barely
be touched. This excellence on marketing pushed here Coca-Cola today.
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