Strategies of coca cola pdf

Specifically, twothirds of cocacolas revenues come from international sales and it is estimated that threequarters of the companys profits come from international operations zyman, 2007. Pdf coco cola marketing strategy and market plan ekin duran. The cocacola company business level and corporate level strategies this paper analyzes the businesslevel and corporatelevel strategies of the cocacola company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing effectively in the long run. We have used the qci model on this case study to clearly study the coca cola crm process. By using the differentiation strategy, coke creates a product and service that is unique and valued. Coca cola met these demands with its iconic red and white logo and brand marketing to instill confidence in the consumer that the coca cola product would taste the same everywhere it was purchased. Coca cola has intense competition with pepsi so its pricing cant exceed too much nor decrease too much as compared to the price of pepsi cola. The worldwide popularity of cocacola was a result of simple yet groundbreaking marketing strategies like consistency. Doc project report on marketing strategies of coca. Highest brand equity coca cola is undoubtedly one of the most renowned brands with the highest brand equity.

It was also awarded highest brand equity award in 2011 by interbrand. Coca cola marketing mix 4ps strategy mba skoolstudy. Background and history coca cola s history dates back to the late 1800s when atlanta pharmacist john pemberton mixed caramelcolored syrup with carbonated water to come up with a drink that many people at the time thought was different than anything theyve ever had. Coca cola swot analysis 6 key strengths in 2020 sm insight. The background of the company clearly illustrated in the beginning of this paper as well as the mix product of marketing. Promotion strategies of coca cola the final projects. Pdf on feb 7, 2019, rukmani singaram and others published coca cola. An internal analysis of cocacola is performed to understand the internal capabilities. Its product portfolio consists of roughly more than 400 brands. 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. Discussion and analysis of the marketing strategy of coke. 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. Coca cola uses the differentiation strategy to make themselves unique and separated from other companies.

The products are said to bring joy, as apparent from coca colas latest tagline little drops of joy. Coca cola marketing strategy the marketing strategy of coca cola is a mix of three important elements affordable prices, worldwide accessibility and great consumer connection. 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. International business strategy for globalization michael ba banutugomez william g. The product is controlled by the coca cola company, a.

Coca cola s 2020 vision coca cola one of the things that have characterized muhtar kents reign at the top of coca cola is his longterm outlook for the company. The story of coca cola illustrates the importance of strategic planning. Coca cola has been good performer in stock market below graph shows comparison of coca cola to peer group in which includes companies like tyson foods, philip morris international inc. Highlevel hr strategy training workshops with topics ranging from analytics, to hr business partnering, coaching, leadership, agile talent and more. In recent years sugary drinks have been identified as culprits in the fight against obesity.

Mar 22, 20 which business level strategy does coca cola use. Pemberton, an atlanta pharmacist, when he tried to create a distinctive syrup which can be sold at soda fountains. Identifying market segments andtargets formarketing. Coca cola s position atop the branding world hasnt come easily, and its future there isnt guaranteed. Having a product people enjoy is far from the only thing needed to become one of the worlds most valuable companies. The marketing strategy of coca cola discusses the strategies implemented over time by one of the massive and most popular fmcg brands in the world. The website indicates that the vision was compiled from inquiring from 150 of their top leaders about what they believe the companys vision should be. The international empire of coca cola spans more than 200 countries. 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. In 2010 he outlined the companys 2020 vision, built around six socioeconomic trends that it hopes will help it double revenue by 2020.

Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. Operation strategy of coca cola 2990 words bartleby. It contributes to the highest sales of soft drinks globally. The report also comprises application of swot, pestel, porters five forces and valuechain analyses on coca cola company, along with analysis of companys. 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. Hence, all these points give an overview on coca cola marketing mix. With our large number of brands, employees, and communities, there is always a new story at the coca cola company. This involved a series of focus groups with consumers aged 18 and over and with employees of the cocacola company. Coca cola is a type of company that requires making changes in its products and business strategies according to the consumer expectations and external environment. Mar 21, 2014 marketing strategies of coca cola company 1. Pdf strategic marketing plan for cocacola 2016 researchgate. Coca cola stands number one in the list of most well known brands of the world coca cola company, 20062011.

Coca cola is one of the most leading company in soft drink beverage industry. The coca cola company business level and corporate level strategies this paper analyzes the businesslevel and corporatelevel strategies of the coca cola company in order to identify the most important strategies which have contributed to its success in the past and can help it in competing effectively in the long run. Coca cola, nestle, sony reveal recruiting strategies hr masterclass series. Cocacolas bottling system also allows the company to take advantage of infinite growth opportunities around the world. The coca cola company follows a broad differentiation strategy. For example coca cola company have twelve 12 factory plants, sixty 60 depots and over four hundred thousand 400,000 dealers or retailers of coca cola product in nigeria.

Coca cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies. Sep 08, 2018 the marketing strategy of coca cola discusses the strategies implemented over time by one of the massive and most popular fmcg brands in the world. 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. Like once they offer bicycles, caps, tv sets, cash prizes etc. In the early 1900s, coca cola started to globalize. What process do you use to insure your marketing strategies are in lockstep with your business. These strategies soon became the foundation for coca cola s plan to expand globally. Coca cola, nestle, sony reveal recruiting strategies human. Its soft drinks are the mostselling drinks in history. Objectives the main objectives for the coca cola company are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrows world. Coca cola has more than 3000 products in over 200 countries of the beverage brands with core focus on brand of coca cola, diet coke, coke zero, sprite and fanta. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops.

An insight into coca colas visual branding strategy. It has mainly been doing this because of the regional and cultural differences that exist between the various regions in the world. Find out how the cocacola company is achieving sustainability goals around water stewardship, packaging and more. Coca cola swot analysis 2019 business strategy hub. Coca cola believes that both mentoring and coaching have their own important role in the hr development effort. An evaluation of marketing strategies undertaken by coca cola. On the other hand, the quantitative strategic planning matrix qspm is basically used to find out the most suitable strategies of coca cola company. The report is also identified marketing strategies of the coca cola company which create opportunities for it to survive in the competitive. 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 us market in 2005, as a sugarfree version of coca cola that maintains the same taste. The cocacola companys distribution strategy marketing. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886.

Cola zero lemon launch in italy and the czech republic. So, the indian soft drink industry saw a dramatic change in the decade of 1990s. To fully understand how they act, lets discuss the components of their marketing strategy. Utc mean under the crown scheme, coca cola often do this type of scheme and they. Its products can be found in over 200 countries around the world. Coca cola marketing strategies and supply strategies have proven to be ineffective in pakistan for leaving pepsi behind. All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. Here, rating and weight have been used to show scoring of the strategy analysis. Then janta party beats the congress party and the central government was changed. Since its inception, the coca cola company has established itself as a global leader with regard to operations and management outlook. Coca cola founded in 1886 by dr jhon pemberton worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Coca cola position its products as refreshing and thirst quenching. Nov 09, 2019 the coca cola company is a leading multinational company in manufacture, distribution, and marketing of nonalcoholic beverages. Dec 04, 20 introduction this project is focused on studying the various marketing strategies of cocacola and the scenario of indian soft drink industry in the 1990s.

Coca cola is one of the worlds leading nonalcoholic soft drink manufacturers. By having these objectives, it forms the foundation for companies in the decision making process. Coca cola uses this strategy to explore new drink categories continuously, and it is keeping the tradition of expanding on their current portfolio of brands and products. It has reliably used its valuing technique as an encouragement to test, expecting to transform trial into habit.

Problems coca cola was facing dennys rodriguez is coca cola s strategic planning manager for central america and the caribbean, part of the larger latin center business unit. This is where coca cola s marketing strategy kicks the door open and launches campaigns that involve attachment of companys values to practical emotions shown by the customers. Therefore we have spoken to some customers who are buyers of the coca cola company as well as interviews with employees to see whether their opinion of customer requirements relates to what the actual customer wants. The overview of this case study clearly provides information that using advance crm strategy help coca cola to achieve their goal without losing their market. Marketing strategy of coca cola coca cola strategy. This document describes the the pricing journey of coca cola india right from its entry till today. Advertising strategy of cocacola at cocacola beverages pvt. 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. It has a diverse product portfolio in the beverage industry. Coca cola ascertains that people staff development is a main key to ensure building competitive advantage and to create as high a performing organisation as possible. Apr 26, 2019 i recently asked francisco to illuminate parts of cocacolas strategic process. The recommendations make sense if one starts with a scrutiny of the company background. The products are associated with having a good time with friends and family and enjoying everyday life. A strategic implication of the remote environment holds both opportunities and problems for competitors in the soft drink beverage industry.

This paper seeks to examine its strategic process and growth stategy that could account for this trendy growth. Sep 01, 2015 management strategies of cocacola 3 other research shows us that cocacola is a business that enjoys a profitable overseas dimension. 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. Coca cola used seven key design and marketing strategies, which made it as. Apr 24, 2018 thoughts on the marketing strategies of one of the most competing brands. Cola hbc above the willis towers watson benchmarking pool of high. Dec 11, 2017 coca cola uses the following alternate pricing strategies over the year for coke. Because of this, coca cola has come up with long term objectives. Coca cola is a carbonated soft drink produced by coca cola company. This coca cola swot analysis reveals how the company controlling one of the most iconic brands of all time used its competitive advantages to become the worlds second largest beverage manufacturer. Project report on marketing strategies of coca cola submitted by acknowledgements. A study on the marketing strategies for millenniums focusing on india find, read and cite all the research you need on. Coca cola may have different customer requirements then the next company. To overcome the first major challenge of the demand, the pricing has to be as low as possible so that more public is attracted towards the products.

The coca cola brand is globally valued and recognized. Coca cola marketing analysis project report swot analysis. Jun 14, 2015 coca cola used seven key design and marketing strategies, which made it as recognisable in the streets of shanghai as in its hometown of atlanta by the 1920s, says coca cola vp of innovation and. Coca cola also engages in various csr activities to help support environmental and social issues across the globe. The company has superior quality beverage products, packaging, high brand image and recognition, the.

Jun 18, 2017 an insight into coca colas visual branding strategy. Product, place, price, and promotion coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Oct 08, 2018 porters generic and intensive growth strategies used by coca cola. They also have nonprice attributes that customers will pay a premium for.

Doc project report on marketing strategies of coca cola. Coca cola, the soda beverages giant is the leader in its industry. This is reflected in the companys 2017 employee engagement results, which set the bar for the coca. Jul 29, 2018 coca cola is a global brand, but mostly it has used localized strategies in the local markets to promote its brand and its products. Enterprises, firms, marketing, international, coca cola company, strategies. The products are also marketed as consistent and of high quality. Via coca cola s website, these components are further highlighted as the chief reasons why coca cola is continuously realigning itself to reshaping is strategic look at marketing. The brand is present across more than 200 nations and is sold in packets of various sizes.

The opportunities and problems may be found both at home and in the international markets coca cola is trying to monopolize. Admifms international management research conference 2018 81 page marketing strategy. It identifies all the key strengths, weaknesses, opportunities and threats that affect the company the most. An evaluation of marketing strategies undertaken by coca. Coke as a brand in itself tries to substitute the entire soft drink. Strong brand identity coca cola is a highly popular brand with a unique brand identity. He had remarkable values, and placed our people at the centre of everything we do. Coca cola fan page is the second largest fan page in facebook. 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. Indirect selling is a strategy whereby coca cola engages various distributor agencies, through partnership and the company delivers the products to the distributors who then supply to the direct retailers and this strategy has proved to be more profitable for them. Coke had been stumbling along for years, ever since the departure of beloved chairman and ceo roberto goizueta.

The ads of cocacola, all of which aim at its vision statement, have great content to support their case. Cocacola marketing strategy is one of the most complete and diverse strategies today. Just like any period of history, debates have always been a relevant and. Cocacolas corporate communication strategy within the company includes conducting stakeholder analysis to understand their individual stakeholders needs and attitudes. Branding is one of the most important aspects of any business, large or small. The reasons behind taking weight and rating have been shown for strategy. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns. Operations management in coca cola amatil 5390 words case. Rohrer college of business, rowan university, usa key. Aug 15, 2019 in a bid to deal with this challenge, the coca cola amatil has continuously focused on increasing its investment in the international market.