Every business irrespective of its size needs to have definite goals in order to expand the business. Coca cola has continuedchanging, improving and developing new drinks to appeal to localtastes. What are the marketing strategies being practiced by the. The strategies of 4ps of marketing by that company on the product and strategies of maintaining profitable and. Introduction assessing the consumer behavior has always been a tricky matter for a marketer and whenever a company fails in its pursuit of excellence, it goes in retrospective to search for the reasons for failure and the first reason which appears on top of the list is consumer behavior.
To support the changes, the soft drink brand has worked with four different agencies mercadomccann, sra. Marketing strategy of coca cola company limited assignment point. Case study of international marketing strategy in pepsico. Introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s. Marketing students and teachers can use this guide for their projects and assignments. Coca cola has come a long way using aggressive mass marketing strategies being the pioneers. May 10, 2019 the marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. Normally they keep their freezers near the entrance of the stores.
Below is the pricing strategy in coca cola marketing strategy. Coca cola follows a 2nd degree price discrimination strategy in its marketing mix. This video is about cocacola s marketing campaign strategy. An evaluation of marketing strategies undertaken by coca cola. Project report marketing management product strategy of. May 15, 20 the role of this campaign for coca cola zero is to reinforce their position in the market as a lowcalorie alternative to other cola beverages. Project report on marketing strategies of coca cola submitted by acknowledgements. The coca cola company has continued to be one of the leading firms that provide refreshments to customers through creating value to consumers, making a difference, and. Coca cola s key lessons learned challenge solution. Doc project report on marketing strategies of coca.
Doc project report marketing management product strategy. Hills in marketing option and marketing in the portable mba in entrepreneurship. Coke zero is expected to be the hero product for coca cola for 20. Marketing strategy of coca cola coca cola strategy. In coca cola marketing mix, promotions and place plays a major role in building the brand. Pdf marketing management project on coca cola mian. This is a research report on project report of coca cola by vikas gupta in marketing category. A project on marketing mixcoca cola pricing the coca cola. Aug 03, 2015 coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca colas public relations, events and experiences and direct selling. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. The company has a large product portfolio of sparkling and still beverages.
Cocacola takes one brand marketing strategy global with. Analysis of images and words used in coca cola marketing campaigns has identified that these marketing efforts aim to communicate three types of messages. Coca cola company is one of the fastest growing multinational enterprises in nigeria. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops. Best practice guidebook creating brand value through. Coca cola is the most well known trademark, recognized by 94 per cent of the worlds population. Firstly, coca cola marketing initiatives aim to communicate a message that this drink is a best solution to satisfy the thirst. Swotanalysisclick here to read swot analysis of coca cola. The coca cola brand is globally valued and recognized. The strategy of the coca cola company according to its website is to, be the worlds most recognized family brands, not just of soft drinks, but of juice drinks, sports drinks, water and milk, to maintain a trusted local presence in every community served, to increase annual. The cocacola comp cocacolaany, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. It ownslicenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, readytodrink teas and coffees, and energy and sports drinks.
Sep 07, 2016 smart stands for mmeasurable, aachievable, rreal, and ttime bound. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. Pdf as a chandler founded the coca cola company back in 1886 and. The beverage market is considered to be an oligopoly in which there are few sellers and many buyers.
Operation strategy of coca cola 2990 words bartleby. Pemberton, coca cola was first offered as a fountain beverage at pharmacy by mixing coca cola syrup with carbonate water coca cola was patented by in 1887, registered as a trade mark in 1893 and by 1895 it was being sold in every state. The business of the company in middle east during the period of 1968 to 1991 as it was boycotted by the arab league, 2015. Aug 19, 2019 marketing history market research in the beginning.
Coke zero are attempting to recover sales as the market has somewhat declined. Project on marketing strategies of coca cola slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Advertising strategy of cocacola at cocacola beverages pvt. The only disadvantage was that cci in 1993 applied the american way of life approach in selling its product on the contrary, pepsi targeted the youth. The marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. We are going to focus on their marketing strategies, but first we need to. Coca cola and social media marketing chris wharton university of redlands principles of marketing busb 340 vernon stauble 7282011 this paper will define the concept of social media marketing and briefly discuss some strategies associated with the concept. The coca cola comp coca cola any, founded in georgia in 1892 and incorporated in 1919, is the worlds largest beverage company. Best practice guidebook creating brand value through content.
The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. I am pleased to report that even as we transformed many aspects of our business, our approach of creating value for all of our stakeholders continued. A project on marketing mixcoca cola free download as word doc. Aug 25, 2018 the current marketing strategy adopts by pepsico inc. Cocacola marketing strategy is one of the most complete and diverse strategies today. The one brand global marketing strategy brings together coca cola, coca cola lightdiet coca cola, coca cola zero and coca cola life under the iconic coca cola brand positioning in one global. Coca cola uses competitive positioning strategy to be far ahead of its competitors in the market for soft drinks. Later, when asa candler talented businessman bought cocacola, whose marketing tactics led cokes dominance on the world market in freshwater during the 20th century was thinking of the transformation americas image of coca cola. The coca cola company in western europe and coca cola european partners have launched a first ever joint sustainability action plan for western europe, entitled this is forward, setting out new commitments on drinks, packaging and society.
If you continue browsing the site, you agree to the use of cookies on this website. The brand is present across more than 200 nations and is sold in packets of various sizes. After discovering that coke did not appeal as much to japaneseconsumers, coca cola developed over 30 new drinks for thejapanese market, which inclusive of asian tea, english tea, coffeeand fermentedmilk drink. In this few minutes we will try to let you know a little bit more about both firms. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Factors such as competitors, market size, and trends in the industry affect coca cola and its strategic decision making. The worldwide popularity of coca cola was a result of simple yet groundbreaking marketing strategies like consistency.
Coca cola international strategic management project report. Mission statementour road map begins with our mission, which is continuing. The business is very successful and holds a very good reputation. The way the american people understand that time coke coca cola is an oral medication. In a way pepsi benefited the coca cola by developing the indian soft drink market in the early years of liberalization. Coca cola marketing strategies and supply strategies have proven to be. As long as this integrated marketing communications strategy is utilized there is no doubt that coca cola will continue to be a market leader that is.
Cola hbc above the willis towers watson benchmarking pool of high. The secret behind coca cola marketing strategy duration. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. To fully understand how they act, lets discuss the components of their marketing strategy. Pdf summer training project report marketing strategies. Coca cola is one of the most leading company in soft drink beverage industry. Coca cola marketing analysis project report swot analysis. Effect of sales promotion on the marketing of coca cola brand. Salesman of the coca cola company positions their freezers and their products in eye catching positions. Promotion strategies of coca cola the final projects.
Because of this, coca cola has come up with long term objectives. Marketing mixclick here to read marketing coca cola. The most important element of the marketing plan is a marketing strategy. The paper marketing research and planning project milka cola is a good example of a marketing case study. Read more cocacola designs a contentbased marketing strategy to drive consumer conversations, inspire purchases, and enhance brand value. Doc project report on marketing strategies of coca cola. The beverage industry analysis gives a synopsis of the trends in the industry that coca cola is a part of. Marketing mix of coca cola 4 ps of coca cola coca cola 4. Again the project will be very important to the researcher, academics, consumers and student that are involved in effect of sales promotion project, it serves as a guide for future sales techniques of coca cola brands of soft drink product. Project on marketing strategies of coca cola slideshare.
Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. The international empire of coca cola spans more than 200 countries. The coca cola company uses marketing strategies to differentiate its product from its competitors to gain a competitive advantage. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas.
Coca cola s headquarters are in atlanta, georgia, in america. The coca cola company should address external technological threats by investing directly in applied research to improve recording and monitoring of the sales, production and delivery process between the coca cola company and the bottling companies p. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Politics there are not any legal factors affecting the marketing of this product. Coca cola international strategic management project report discusses about internal factor evaluation matrix ife of coca cola co, swot analysis of coca cola company, internal factor evaluation matrix ife of coca cola co.
Pricing strategy today, it became quite popular for startups, for a day or two, to offer their service or a product for free, and then increase their prices. Marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. Coca cola designs a contentbased marketing strategy to drive consumer conversations, inspire purchases, and enhance brand value. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Project report marketing management product strategy of coca cola. Marketing strategy is the way, path, and process to achieve marketing. Pdf strategic marketing plan for cocacola 2016 researchgate. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Heres how coca cola keeps its marketing strategy focused. Pdf marketing management project on coca cola mian badshah. The coca cola company has continued to be one of the leading firms that provide refreshments to customers through creating value to consumers, making a difference, and inspiring moments of optimism and happiness. This is reflected in the companys 2017 employee engagement results, which set the bar for the coca. A study on the marketing strategies for millenniums. Thesebold steps taken by the coca cola marketing unit acclaimed themmany acknowledgements across the board.
Coca cola marketing mix 4ps strategy mba skoolstudy. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Pdf on feb 7, 2019, rukmani singaram and others published coca cola. Pdf on feb 1, 2019, naama al tunaiji and others published coca cola strategy project find, read and cite all the research you need on researchgate. From this summer training and project titled strategy adopt by coca cola in cocacola, i have learned a lot about real. Marketing objectives for coca cola have been discussed previously. Search and upload all types of project report of coca cola projects for mbas on. Coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca cola s public relations, events and experiences and direct selling. He had remarkable values, and placed our people at the centre of everything we do. Globally, coca cola is more dominant and has a majority of the global market share. Apr 06, 2011 project on marketing strategies of coca cola slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Since pepsi came out at a time when coke or cocacola already have a head start in the market, its market strategy and the business plan began with differentiation an attempt to establish its product as one that is unique in taste. It all started years ago, in 1886, when a confederate colonel in the civil war, john pemberton, wanted to create his own version of coca wine cola with alcohol and cocaine and sent his nephew lewis newman to conduct a market research with the samples to a local pharmacy jacobs pharmacy.
In the sense they charge different prices for products in different segments. A study on the marketing strategies for millenniums focusing on india find, read and cite all the research you need on. The 4 ps of coca cola include the product, the price, the place and the promotions. The product coca cola soft drink includes not just the liquid inside but also the packaging. Coca cola has been struggling to venture into the arab world. Inside cocacolas sustainability strategy packaging europe.
A positioning statement explains how a companys product or service is differentiated from those of key competitors. Dec 03, 2016 10 business marketing strategies that made coca cola worth billions. Marketing research and planning project milkacola case study. The soft drink industry is a very big one and most.
352 1232 337 1271 1397 994 1012 559 187 1200 713 1394 964 508 181 238 1395 265 1352 126 1238 228 918 938 856 1344 1416 1094 1494 373 1482 1008 517 1149