Odiwuor 2008 global business strategy for managing marketing. Cocacola company is one of the fastest growing multinational enterprises in nigeria. All this because of its great marketing strategy which well discuss in this article on cocacola marketing. Pdf coco cola marketing strategy and market plan ekin duran. History has shown that the cocacola company has touched so many lives since world war ii retroplanet2008. Coca cola advertising strategy is boldly experiential with innovative design of posters and print and media advertising. To fully understand how they act, lets discuss the components of their marketing strategy. The cocacola company is an equal opportunity employer that values the diversity of its employees, customers, and consumers. The coca cola company market plan marketing plan for a coca cola company analysis of company situation.
Pdf strategic marketing plan for cocacola 2016 researchgate. In all, the cocacola company sells and markets nearly 400 brands globally. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Discussion and analysis of the marketing strategy of coke. The background of the company clearly illustrated in the beginning of this paper as well as the mix product of marketing. The most appropriate marketing mix that cocacola company can adopt for differentiation marketing strategy is the use of the 4ps of marketing commonly known as porters 4ps of marketing. Cocacolas new marketing strategy taste the feeling. Recognized as the worlds most valuable brand, coca cola is often associated with happiness.
As all the products are nonalcohol and everyone can drink, cocacola targets the whole market rather than and particular. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. Branding is one of the most important aspects of any business, large or small. Factors such as competitors, market size, and trends in the industry affect cocacola and its strategic decision making. Analysis of brandlevel strategic pricing between cocacola company and pepsico.
The brand development strategy of coca cola comprised redesigning. The brand cocacola will always be the heart and soul of the cocacola company, but the company has outgrown its core brand. Coca cola, or coke is a carbonated soft drink manufactured by the coca cola company. Cocacola marketing strategy is one of the most complete and diverse strategies today. Doc project report on marketing strategies of coca cola. The company has a large product portfolio of sparkling and still beverages. International marketing strategy of coca cola company. Marketing strategy contents introduction and summary of the company. An evaluation of marketing strategies undertaken by coca. Coke also announced that all brands cocacola, diet cocacola, cocacola zero, and cocacola life under the cocacola company umbrella will be united under the same creative. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Marketing strategies of coca cola 1 linkedin slideshare.
Advertising strategy of cocacola at cocacola beverages pvt. It contributes to the highest sales of soft drinks globally. The marketing strategies which were made by cocacola company to win the cola war in 1990s had been very successful as cocacola company had a total market share of 48. Segmentation helps the brand to define the appropriate products for specific customer group. The company has introduced various flavors through formula and ingredient alterations in order to cater the needs of all types of customers the cocacola company. Marketing strategy of coca cola coca cola strategy. Each market in the company had a set of clear revenue growth management initiatives, ranging from identifying new revenue pools and improving mix to. In addition, when the coca cola company started, it was selling soft drinks only but later the company. Marketing strategy of the coca cola company essay bartleby.
It is best known for its flagship product, cocacola, and is one of the largest corporations in the united states. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the cocacola company. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Cocacolas headquarters are in atlanta, georgia, in. An example for such successful implementation of marketing strategy is coca cola. Identifying market segments andtargets formarketing.
Herbert, the cocacola companys chief marketing officer, reveals how coke tailors its global marketing strategy to satisfy the tastes of 155 nations. Coca cola is one of the most leading company in soft drink beverage industry. Discussion and analysis of the marketing strategy of coke zero in the us market robert sarich, riasat zaman, and chinmoy misra coke zero 375ml cans as sold in vending machines were launched in the. Over the past decade, cocacola has been experiencing. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Promotion strategy which includes the sales promotion, technological change and advertisement were all used by coca cola company in the marketing of its product in.
Discussion and analysis of the marketing strategy of coke zero in. This video is about cocacolas marketing campaign strategy. The international empire of coca cola spans more than 200 countries. The beverage industry analysis gives a synopsis of the trends in the industry that cocacola is a part of. Cocacolas headquarters are in atlanta, georgia, in america. Project report on marketing strategies of coca cola submitted by acknowledgements.
The coca cola company is a leader in the cokes industry, with thousands of employees and offices in the entire world, making it an emporium of beverages. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. Globally, cocacola is more dominant and has a majority of the global market share. This report looks at various marketing techniques used by coca cola to become one of the best known. The cocacola brand is globally valued and recognized. Furthermore, the company follows the mass marketing strategy. A strategic marketing plan for the cocacola amatil. The company does this by setting up a network of partners, acquiring new business, participating in the marketing and distribution of other beverages such as alcohol and by using various strategies to. However, to examine the ways in which the cocacola company has used marketing strategies to grow in the overseas. Marketing mix of coca cola 4ps of marketing mix of coca cola. An analysis of market segmentation of the cocacola.