Coca Cola Marketing Mix Assignment:
Coca Cola Introduction:
As the world 's largest manufacturer and distributor of non-alcoholic beverages, Coca-Cola is certainly no stranger to global marketing. Established in the US, Coca-Cola initiated its global expansion in 1919 and now markets to more than 200 countries worldwide. It is one of the most recognizable brands on the planet and also owns a large portfolio of other soft drink brands including Schweppes, Oasis, 5 alive, Kea Oar, Fanta, Lilt, Dr Pepper, Sprite and PowerAde. Despite this, Coca-Cola often struggles to maintain its market share over its main rival PepsiCo in some overseas markets, particularly Asian countries.
What is Marketing Mix?
The marketing mix is a standard strategic tool
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Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. Coca-Cola is the leading provider of soft drinks in the world. It not only has the No. 1 selling soda with regular Coke, but its Diet Coke brand outpaced Pepsi for second billing. Within the pop category, Coca-Cola has a number of brand variants, including Dr Pepper and Sprite. The company also produces fruit juices and sports drinks. Emphasis on the soft drink industry, though, has contributed to Coca-Cola 's ability to distinguish itself as a quality provide. Coca cola has its market presence around 200 countries. Every year, The Coca-Cola Company launches hundreds of new products to meet the ever-changing tastes of consumers around the world. In 2014 alone, the company launched more than 450 new products. These recently launched beverages cover a wide selection of categories, including sparkling (Sprite Cranberry, a seasonal drink sold in North America), ready-to-drink coffee (a new offering from the popular Japanese brand Georgia), juice drinks (del Valle Peach Nectar from Brazil and Minute Maid Pulpy Pear from China), enhanced water (Aquarius Delight from Argentina) and a new beverage made from organic fruit (ViO Bio Limo from
According to Coca-Cola “Globally, Coca-Cola is the number one provider of sparkling beverages, juices and juice drinks, with nearly 200 no and low calorie products. As of 31 December 2016, the company had over 100,300 associates worldwide and has more than 900 plants around the world. The Coca Cola brand from 2006 to
The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.
Beverage giant Coca-Cola wants to get a little love for its iconic cola drink from the upscale consumer set, so its decided to create and test-market a sleek set of contoured aluminum bottles for its flagship Coke brand. Yes, we said aluminum bottles.
Coca cola has always dominated the markets outside United States unlike Pepsi’s internationalization strategy that took too long. Therefore, the long-term brand of Coca cola and better pricing strategies would help in competing with Pepsi. Unlike, Pepsi, Coca cola had targeted entering into partnership and alliances with local distributors and firms. This helps to develop strong relationship within the domestic firms to reduce the domestic barriers and thus, enhance the company’s competitiveness (Thabet, 2015). Lastly, the Asian markets consist of related and supporting industries to the soft drink industry that helps the companies in gaining a strong competitive position in the markets. Based on the competitive advantage of nation’s model, Coca cola has more home based advantages to develop a competitive advantage in relation to other countries on a global
Analysis of the Coca-Cola Company The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Coca-Cola Company is the world's leading manufacturer, marketer and distributor of soft-drink concentrates and syrups. The Company markets many of the world's top soft drink brands, including Coca-Cola, Diet Coke, Sprite and Fanta. Through the world's largest and most pervasive distribution system, consumers in nearly 200 countries enjoy the Company's products at a rate of more than one billion serving a day.
However, Coca-Cola is primary recognized globally and has always exceed according to a 2014 Nasdaq article, “Coke holds 42% of carbonated drinks while Pepsi Co. holds 30 (2014).”
Coca –Cola (KO) is one of the world’s largest beverage companies. Company was incorporated in September 1919 under the State of Delaware law and headquarters is located in Atlanta Georgia. But from 1886, company established its brand in US (Coca-Cola, 2012, p. 1). Currently company is providing for more than 500 varieties of non-alcoholic sparkles to the customers around the world. Apart from this, company also serve for still beverages that includes enhanced water, water, ready-to-drink, juices, energy drink, sport drinks and so on.
the coca cola company is a transnational company that make widely popular beverages such as coca cola and sprite. Coca Cola are located globally and can be found in every country in the world bar two. Coca Cola CEO Muhtar Kent has a dream that' one day a normal citizen will be able to travel to any country in the world and drink coca cola.'
The Coca-Cola company is world wide beverage company. It has an annual revenue of over $45 billion dollars. It is one of the world’s most recognizable brands. The company is the number one nonalcoholic beverage company. Coca-Cola owns, operates and markets more than 500 beverage brands, that range from sparkling water to juice, to of course, soda. These products are sold in more than 200 countries.
The communication process consist of two elements. The source that wants the message to be sent and the receiver who accepts the message. The receiver then provides feedback to the original source. These messages can have barriers that keep the intent of the messages from getting through. There are verbal and nonverbal ways of communication. Coca Cola has many different channels of communication within their organization. It starts with the CEO, Mr. Muhtar Kent. Mr. Kent’s focus is to lead Coca Cola to a more sustainable future and become a more profitable growing company. These goals will not be achieved unless communication is a vital part of their strategy.
This proven track record for the company can be attributed to a number of factors, the first which is relatively crucial is the company's secret formula for Coca-Cola, which comparably tastes better than what competition has to offer in the market. The company's ability to come up with new products while at the same time reinventing the old products has offered them a competitive edge over their peers. The company boasts of having the world's most diverse and comprehensive distribution networks, this offers them accessibility to billions of people in areas that would prove rather difficult for their peers to distribute their products. The African continent has been cited as an excellent example, it is more often than not to see a distribution outlet for coke on a remote location on the continent
"Over a century of sweet tasting beverages with family and friends." The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun themes such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning "is the act of designing a company 's offering and image to occupy a distinctive place in the minds of the target market." There are factors that must be taken into account to produce an effective positioning statement that will attract the attention of the targeted market segment:
Introduction Coca-Cola is the largest cold and soft drink company in the world and it exists in more than 200 countries. The company brand is also much more popular than other brands in the world because they go global in the entire world and everyone can find it almost everywhere. Moreover, in 1993 the company came back to India after the new government policy that required the company to show the formula in 1977, which made Coco-Cola stop working in India at that time (Banerjee, 2009). Coco-Cola came back because they knew that the Indian population is 1 billion people, which is a huge market for soft drinks. The soft drink industry grew 76% from 1998 to 2002, and Coca-Cola invested $1 billion to become the leader in India again.
Coke Facts The Coca Cola Company Coca Cola India: Key Facts - Coca Cola Business, website: http://www.cokefacts.com/facts/facts_in_keyfacts.shtml
Coca-Cola has previously been resistant to change but since public figures, like First Lady Michelle Obama, are campaigning to bring obesity and unhealthy lifestyles to the national forefront and to encourage increased consumption of water and healthier alternatives than sugary carbonated beverages, the company has been forced to reevaluate (Stewart, 2014). Consumers are looking for healthier alternatives and Coca-Cola and other beverage companies have had a hard time keeping up with and meeting those needs. According to Stewart (2014), Coca-Cola holds the largest market share of the beverage industry, with over 60% of its sales coming from the sale of soft drinks; therefore, they are obviously taking the biggest hit with all of the scrutiny and criticism. There is also the potential levy of a “fat tax”, “soda tax” or “sugar tax” in some countries which will also pose a huge challenge for Coca-Cola if implemented (Coca-Cola Co., 2013). To combat this problem, Coca-Cola is working diligently to find innovative ways to sweeten their products with healthier options. They have introduced a number of different products with reduced calorie and sugar content or with alternative sweetener content. In 2013, they began testing their most recent product in Argentina and Chile; Coca-Cola Life which is a