Essay on Coca-Cola Marketing

Submitted By ninja85
Words: 3234
Pages: 13
Open Document
Coca-Cola

Executive Summary

This paper is a comprehensive audit of Coca-Cola's marketing program and recommendations developed for future marketing plans. I provide recommendations for Coca-Cola's marketing efforts as well as product line enhancements, as Coca-Cola faces stiff competition and changing consumer tastes. These recommendations include:

• Pursuing a multi-pronged marketing strategy, including growth into geographic regions like Russia, China, and Turkey.

• Leverage the company assets by brand extension into water-based, slightly sweetened refreshment drinks to meet more health-conscious consumers.

• Diversify offerings outside the non-alcoholic beverage market, leveraging the vast distribution network.

Introduction

Coca-Cola was born in Atlanta, Georgia, on May 8, 1886 by Dr. John Stith Pemberton, a local pharmacist. Dr. Pemberton produced the syrup for Coca-Cola®, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and Refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed. During the first year, sales averaged a modest nine drinks per day.

Today, over 6 trillion servings of Coca-Cola have been enjoyed worldwide and Coca-Cola has over 400 brands.

Coca-Cola's Key Success Factors

Coca-Cola has several key success factors including:

• The Coca-Cola Company is a Fortune 500 company. In 2010 The Coca-Cola Company was ranked number 72 on the Fortune 500 list, making it the 72nd largest company in the United States when judged by revenue. The Coca-Cola Company achieved revenue of $30,990.00 million in 2010 and earned a profit of $6,824.00 million. The company ranking improved in 2010, moving up the Fortune 500 list to 72nd compared to 73rd in 2009. This was based on its 2009 revenue of $31,944 million (a change of -1 million compared to 2010) and profits of $5,807 million (a change of $1 million compared to 2009).

• Strategic relationships with sporting events and is the longest continuous sponsor of the Olympics. Coca-Cola has been a regular Olympic sponsor for 84 years and was the first soft-drink Olympic sponsor in 1928. For the 2012 Olympics in London, their campaign is called Move to the Beat. Coca-Cola also formed an early relationship with the United States military in World War II, offering every American soldier a bottle of Coca-Cola for 5 cents per bottle wherever that soldier was geographically located.

• Strong social responsibility. Coca-Cola has been listed number 2 on the list for top-rated companies for social responsibility. In addition, Coca-Cola is looking to differentiate itself and become the recognized global leader in corporate social responsibility and has recently launched an audit of labor practices throughout the Coke supply chain brand itself. They have developed the first ever plastic PET beverage bottles that are made partially of plants. They also have display cases that are 100% recyclable so that they are sustainable.

• Over the years, Coca-Cola has built a huge portfolio of products, many customized to the local market. Coca-Cola has also built the brand by innovating: the contour Coke bottle premiered in 1915 and is still available today. Coca-Cola introduced new flavors in the 1960's including Sprite, TAB, and Fresca. And, in 1978, Coca-Cola was the only company selected to sell packaged cold drinks in People's Republic of China. In 2009, they introduced the Freestyle beverage dispenser. This machine uses microdosing technology that can dispense more tha 100 possible beverage choices from one freestanding machine. The Freestyle was released in test markets in 2009 and in November of 2011 they began a Facebook campaign for the release in the states. This is the only machine of its kind on the
Show More

Related Documents: Essay on Coca-Cola Marketing

Marketing: Coca-cola and Marketing Essay

Defining Marketing Paper Definition of marketing. On my best understanding of marketing, marketing is the process in which a company, product, service, or organization create, develop, produce, advertise, promote, and sell their products and services. Marketing consist of different areas and these areas depend on each other to accomplish the goal of the organization. Those areas can consist of but are not limited in the analysis of the needs of the consumers, the abilities to use the product…

Words 975 - Pages 4

Marketing Strategy Of Coca Cola

report In this report, Coca-Cola is the main organization that will be focussed in this report. Price The pricing strategy of Coca-Cola beverages is globally marketed. However, due to competitors, such as Pepsi, the price of certain areas might be varied. Place There is no doubt that this company does not lose its focus. With the flexibility to adapt to various countries and geographical locations, it melds its distribution down to the science of bottling, and marketing its product through various…

Words 373 - Pages 2

Coca Cola Marketing Strategy

ASSIGNMENT OF MARKETING - MANGEMENT NAME: SHREYA BISHT ROLL NO: 323431 COCA COLA INTRODUCTION: This soft drink was first sold in public at the soda fountain in Jacob’s Pharmacy which is situated in Atlanta on May 8, 1886. Coca cola is a carbonated soft drink. It is sold in stores,vending machines, and restaurantsthroughout the world. It is produced by The Coca cola Company of Atlanta, Georgia. And is often referred to simply as Nine servings of the soft drink used…

Words 1186 - Pages 5

Marketing and Advertising History of Coca-Cola Essay

10, 2001 Powerful Knowledge Management System Gives Coca-Cola Employees Worldwide Online Access to a Century of Coca-Cola Company Marketing and Advertising History IBM and The Coca-Cola Company announced today that Coca-Cola is leveraging IBM's most advanced digital asset management technology to create a powerful resource for managing archival information. The new Coca-Cola digital media system makes a century's worth of corporate marketing and advertising icons available at the desktop through…

Words 748 - Pages 3

Essay on Marketing: Coca Cola Company

Social Responsibility Marketing Name:____MARIANA URENA_ _ (First) (Last) /10 Research a company that you feel is meeting all 3 elements of socially responsible marketing. Write a paragraph describing the company to me. Be sure to include: Description of the company (2 marks) What is their product or service? (2 marks) How they meet the needs of their customers? (2 marks) What are they doing to enhance society through good corporate citizenship? (4…

Words 469 - Pages 2

Coca Cola Marketing Exercise v1 Essay

the Coca-Cola Company. What is its marketing mix? Explain each of the four P's of marketing and include examples of each: Price, Place, Promotion, and Product. In addition to explaining Coca-Cola's marketing mix components, pretend you have been asked to give suggestions for future plans. What areas of marketing would you recommend the company pursue in the future? Why? Present your researched findings and recommendations in a three-page essay citing at least two relevant resources. The Coca-Cola…

Words 1343 - Pages 6

Coca Cola Branding And Strategy

A study on branding and strategy Executive summary The following report is a study on branding and strategy. The good being examined is Coca Cola and the campaign is the ‘Share the good’ campaign (YouTube, 2013). The report contains background on the brand and target market, and analysis of the effectiveness of the brand strategy. Introduction In the words of brand design legend Walter Landor “Products are produced in a factory, but brands are produced in the mind of the consumer.” (Martinez, 2012)…

Words 1108 - Pages 5

Environmental Scanning HW Week 1 Finalized Vs 2 Essay

My article written by Avi Dan, “Just How Does Coca-Cola Reinvent Itself in a Changed World?” discusses the marketing focus for Coca Cola as laid out by current Chief of Marketing executive, Joe Tripodi. Changing consumer preferences have drastically effected the consumer opinion of the Coca-Cola brand and the company has begun losing its relevancy. In order to try to change consumer opinion of their product, the company marketing strategy will focus on 4 specific areas: packaging, partnerships…

Words 966 - Pages 4

Punishment and Sentencing Reform Essay

Five Year Marketing Plan Coca-Cola Company Table of Contents 1. Company Description Coca Cola is one of the largest beverage producing companies of the world with established markets in more than 200 countries. The company is headquartered in Atlanta, Georgia. The influence of the company can be seen by the fact that it has more than 500 brands in the market which covers sparkling beverages, ready-to-drink coffees, juices and juice drinks. They have an immensely dedicated distribution…

Words 1630 - Pages 7

Essay on Operations: Coca-cola Company

Mike Cascino 11/12/13 MKTG 384 Coca-Cola: A Marketing Leader Worldwide The Coca-Cola Company is not only the leading brand in the soft drink marketplace but the leader in promoting and selling products as well. Marketing is defined as anything that creates consumer demand for a product, and after 126 years The Coca-Cola Company has perfected their marketing strategy to do just that. The Company utilizes their marketing programs to create awareness and increase product appeal in order…

Words 1238 - Pages 5