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STRATEGIC MARKETING PLAN OF COCA COLA COMPANY
Transcript of STRATEGIC MARKETING PLAN OF COCA COLA COMPANY
provide a wide variety of quality, refreshing with nutritional and ingredient information so consumers can make informed beverage choices.
Porter's five forces Analysis
Pricing and distribution
Threat of New Entrants - Entry barriers are relatively low for the beverage industry
Threat of Substitute Products - There are many kinds of energy drink s/soda/juice products in the market.
The Power of Buyers - Large retailers, like Wal-Mart, have bargaining power
The Power of Suppliers - Coca Cola is likely a large, or the largest customer of any of these suppliers.
Rivalry Among Existing Firms - the main competitor is Pepsi which also has a wide range of beverage products under its brand , here are other soda brands in the market that become popular.
the Coca-Cola products pricing are set around the same level as its competitors
Main competitor, Pepsi, places its customers into some psychological pricing strategies.
Sometimes Coca Cola Company change their product prices according to the season.
Distribution means getting products to customers in a strategic way.
the coke company has their trucks for delivery of orders.
a lot of classifications: Manufacturers-wholesalers-retailers-retailers-consumers or Producer – Consumer
Alvaro Machado Portell
Monday, April 7, 2014
Giving some clues...
History and description
In May, 1886, Coca Cola was invented by John Pemberton a pharmacist from Atlanta, Georgia.
On April 23, 1985, the trade secret "New Coke" formula was released.
Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day.
Coca Cola has 5 continental divisions.
Each Continental division has vice presidents that control sub-divisions based on regions or countries.
Coca Cola operates the same way and sells the same brand and type of soft drink
Mission, Vision and objectives.
The target market for the Coca Cola is based on age.
percentage ratio of 58% females and 42% male.
Coca Cola invests billions of dollars a year in advertising and promotions around the world.
Magazine ads, online and social media have also been used as media for Coca Cola marketing.
Advertising: very important for Coca as it cater mass consumers market worldwide.
Direct marketing: offerings throughout partnerships such as restaurants, hotels etc.
Interactive marketing & social media: interactive & entertaining website, social networks, advertising.
sales promotion: the company uses different strategies, oriented toward consumer or toward trade.
PR: Coca uses PR in its strategy through events.
STRATEGIC MARKETING PLAN: COCA COLA COMPANY
The Coca Cola Company is currently one of the biggest and most recognized soft beverage brands in the world.
The Coca Cola Company also uses search engines such as Google and yahoo to advertise its products and make sure its brand reaches more people every day.
This makes Coca Cola well known in many countries In addition, keeping up with today's new trends, the Coca Cola Company also advertise its products on myspace, facebook and twitter.
The Coca Cola success isn't something that has been achieved over night.
Who would have thought that after over a hundred years, Pemberton's creation would have this much impact in the world and turn Coca Cola into a worldwide recognized and super- successful company.