Free Essay

Plano de Marketing Coca-Cola

In: Business and Management

Submitted By ritalves97
Words 1127
Pages 5
INTERNATIONAL GIRLS
Mariana Monteiro | Juliana Chacon
Patrícia Monteiro | Rita Alves
GMKA2

Introdução……………..……………..……………..……………..……………..……………..………………3
Quadro Analise……………..……………..……………..……………..……………..……………..………..4
Analise SWOT……………..……………..……………..……………..……………..……………..………….5
Estratégia de Marketing……………..……………..……………..……………..……………..………….6
Marketing Mix ……………..……………..……………..……………..……………..……………..………...7
-Produto……………..……………..……………..……………..……………..……………..……….7
- Preço ……………..……………..……………..……………..……………..……………..…………8
- Comunicação……………..……………..……………..……………..……………..……………..9
- Distribuição……………..……………..……………..……………..……………..……………...10
A Coca-Cola e os seus malefícios para a saúde……………..……………..……………..………11
Conclusão……………..……………..……………..……………..……………..……………..………………12
Bibliografia……………..……………..……………..……………..……………..……………..…………….13

2

,

~

A coca-cola é uma marca de refrigerantes com gás pertencente à
The Coca-Cola Company, empresa que comercializa os seus produtos em mais de 200 países.
Foi introduzida em 1886, por John Pemberton, nos Estados
Unidos, como um remédio.
A fórmula da Coca-cola e a marca acabaram por ser compradas pelo empresário Asa Griggs Candler em 1889, que fundou a The CocaCola Company em 1892. Este conseguiu levar a bebida ao domínio do mercado de refrigerantes.

Fig.1| Primeira garrafa da Coca-Cola

Fig.2| Evolução do Logo da Coca-Cola
3

´

4

´

5

´
A coca-cola procura criar laços emocionais com as pessoas, e utiliza maioritariamente a televisão e a internet como via de comunicação com o cliente.
Esta está sempre a produzir novas campanhas apelativas, e as mais conhecidas e atrativas aparecem na altura do natal.

Campanha Publicitária “The Coke side of life”

Esta campanha foi lançada em 2006 e o tema principal centra-se em criar e transmitir o lado positivo da vida. A campanha estimula as pessoas a “abraçar a espontaneidade” e a ver o mundo a diferentes cores. A campanha conta já com vários anúncios e vídeos publicitários e é das mais conhecidas da marca.

Fig.3| Imagem da Campanha
Publicitária “The coke side of life”.
6

A marca Coca-Cola tem vindo, ao longo dos anos, a manter a sua imagem de referência e exclusividade no sabor dos seus produtos. Um dos grandes motivos do seu sucesso deve-se ao facto de aceitaram todos os tipos de público.
É uma multinacional e não está reduzida a um único produto, sendo que ao longo da sua história inventou e introduziu novos produtos (tais como por exemplo a Fanta).
Esta marca aposta ainda no design dos seus produtos de forma a cativar os consumidores. Os produtos da Coca-Cola simbolizam qualidade e garantia, que a empresa mantém, apostando intensamente no controlo de qualidade especializado de modo a garantir ao consumidor a obtenção de um produto fabricado com os melhores e mais seguros ingredientes, dentro dos mais rigorosos padrões.

Fig.4| Outros produtos da Coca-Cola Company

Fig.5| Variedade de design das embalagens da Coca-Cola.
7

,
Durante muito tempo, a Coca-Cola foi líder de mercado isolada relativamente aos refrigerantes com gás. Porém, começaram a aparecer marcas concorrentes.
Até aqui o preço da Coca-Cola tinha como base a melhor relação lucro-despesa possível, no entanto desde o aparecimento de concorrentes, a marca adotou uma estratégia de preços com base na concorrência. Hoje em dia, a companhia investe especialmente na publicidade dos refrigerantes, sendo que as decisões de preço são determinadas pelo custo, pela natureza da procura e pelas condições da concorrência local.

Fig.6| A pepsi é o maior concorrente da Coca-Cola

8

,

~

A forte aposta por parte da marca na comunicação do seu produto foi fundamental para o enorme sucesso da empresa, assim como no lançamento da marca no mercado.
O grande objetivo do antigo presidente da companhia, Ernest
Woodruff, está sem margem de dúvida alcançado. O objetivo deste era a publicidade a nível mundial da Coca-Cola nos meios de comunicação, bares, restaurantes, ruas, etc. Os meios de comunicação têm mantido a imagem da Coca-Cola presente no dia-a-dia dos consumidores.
A empresa aposta, ainda, no patrocínio e publicidade do seu produto em grandes eventos desportivos.

Fig.7| Outdoor da Coca-Cola

Fig.8| Participação da Coca-Cola no Super Bowl

Fig.9| A Coca-Cola é patrocinadora oficial do
Sport Lisboa e Benfica.

9

,~
A par da comunicação, a distribuição é um dos pilares principais desta companhia.
A Coca-Cola atribui licenças de exploração em cada país, isto permite à companhia ter uma maior e mais eficiente rede de distribuição a nível mundial.
Esta rede de distribuição permite que a Coca-Cola consiga implementar novos produtos no mercado com sucesso, disponibilizando-os em vários sítios.
Onde quer que esteja o consumidor, não é difícil para este encontrar um produto da Coca-Cola. Estar disponível em todo o lado, foi uma das estratégias iniciais e que ainda estão presentes na companhia.

Fig.10| Carrinha de distribuição Coca-Cola.

Fig.11| A marca Coca-Cola disponível nos supermercados. 10

.

´

´

Existe uma grande controvérsia em relação à coca-cola e aos problemas de saúde que o consumo desta pode trazer.
O excessivo uso de açúcar nos produtos da Coca-Cola leva a que muitos considerem que é uma das maiores causas da obesidade.
Por exemplo o açúcar Amino, que é utilizado na Coca-Cola, tem sido associado a numerosas doenças e problemas de saúde. Para além desse açúcar, existem corantes e outros aditivos químicos que são cancerígenos. A Medical News Today fez um estudo afirmando que existem
184.000 mortes por ano que se devem ao consumo de bebidas açucaradas. Foi também demonstrada uma ligação entre a ingestão muito regular de coca-cola a longo prazo e a osteoporose em mulheres mais velhas (não foi demonstrada em homens).

11

~
Concluindo, a Coca-Cola é uma companhia de enorme sucesso no mercado, não só porque globalizou a sua imagem e marca, mas principalmente porque conseguiu posicionar-se no Mercado de forma a tirar proveito de todos os elementos do marketing mix (produto, preço, comunicação e distribuição). Com isto, esta companhia conseguiu desenvolver uma personalidade característica da sua marca distinguindo-se dos seus concorrentes.
A empresa oferece ainda aos seus consumidores uma visão clara daquilo que a sua marca representa (a sua missão, valores e objetivos).
A orientação que esta empresa utiliza, ao nível do marketing ou ao nível geral da empresa, tornou-a numa das marcas com maior lealdade e satisfação por parte dos consumidores.
A Companhia da Coca-Cola tem um valor inestimável e como esta sita alguns dos seus principais objetivos são:
 “Refrescar o mundo em corpo, mente e espírito;
 Inspirar momentos de otimismo, através da nossa marca e ações;
 Criar valor e fazer a diferença onde estivermos e em tudo o que fizermos.” 12

´ https://prezi.com/tzqppvodppmy/missao-visao-e-valores/ https://pt.wikipedia.org/wiki/Coca-Cola https://pt.wikipedia.org/wiki/The_Coca-Cola_Company http://economico.sapo.pt/noticias/lucro-da-cocacola-dispara20_224421.html http://advlx.blogspot.pt/2007/01/coca-cola-side-of-life.html http://businesebusines.blogspot.pt/2011/09/plano-de-marketingcoca-cola.html http://www.ebah.pt/content/ABAAAe3FYAF/plano-marketing-cocacola https://prezi.com/xrgf0cgagj8z/plano-de-marketing-coca-cola/ http://pt.slideshare.net/edgarrremedios/129571064marketingocasodathecocacolacompany 13…...

Similar Documents

Premium Essay

Coca Cola Company-Marketing

...   Coca-Cola Company Marketing Plan         [pic] [pic]             Beth Dougherty Terri Meunier Shadeequah Curry August 3, 2012 Table of Content I. Executive Summary (Terri Meunier) II. Organizational and Product Overview (Terri Meunier) II.1 Organizational Description II.2 Vision, Mission, and Goals/Objectives II.3 Product Description III. Market Analysis (Beth Dougherty) III.1 Market Definition III.2 Competitive Analysis III.3 Environmental Forces III.4 Market Segmentation IV. Marketing Strategies (Shadeequah Curry) IV.1 Target Market(s) Selection IV.2 Product Portfolio Mix IV.3 Product Positioning Strategy IV.4 Sales Support Strategies I. Executive Summary The Coca Cola corporation is a beverage company and is defined to be the most well known trade mark in the world, and it is justly so. The Company owns or licenses 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, ready-to-drink teas and coffees, and energy and sports drinks. It owns and markets a range of nonalcoholic sparkling beverage brands, which includes Coca-Cola, Diet Coke, Fanta and Sprite. The Coca Cola products appeal to a wide range of people throughout the world from all races, genders, and ages. Coca Cola is well known for its......

Words: 5962 - Pages: 24

Premium Essay

Coca Cola Marketing

...contractors that serve our mission.Upon further thought, I realized defense contractors would be a poor choice since their marketing tactics would behard to research. I then got the recent Fortune magazine to research the Fortune 500. Walmart, ranked number one;may have been a good choice since my husband claims we should own stock with how much I shop there.However, I decided on number 92 on the Fortune 500, the Coca-Cola Company. "The Coca-Cola Company marketsfour of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. " happento drink a lot of DietCoke. The company leads the soft drink industry with a 50 percent market share. For the purpose of thisassignment, I will discuss the Coca-Cola Company's competition and the how the Coca-Cola Company's marketingimpacts the company's financial objectives. But first, I will present the Coca-Cola's Company's mission.The Coca-Cola PromiseThe Coca-Cola Company's mission, also known as the Coca-Cola Promise is to "benefit and refresh everyone ittouches "and to "When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurtureand protect our brands, particularly Coca-Cola. " This blue chip company has remained a leading competitor in thesoft drink industry for 115 years because of its unwavering devotion to the Coca-Cola Promise. Except for that onetime, in 1985, when Coca-Cola imprudently decided to change the original formula of its leading brand Coke, thecompany has never......

Words: 1069 - Pages: 5

Premium Essay

Coca Cola Marketing Continuum

...The relationship marketing continuum contains three levels of long term relationship well-being. The three levels of relationship are to focus on price, social interactions to buyers and to make an interdependent partnership. Providing a reliable foundation for your buyers and contributing to their needs and wants helps a company stay afloat and in this case Coca Cola. The first method I would use to ensure that I offer my buyers a great continuing relationship would be the focal point on price. Today’s economy with so many products and services that cost a fortune it is hard to even evaluate a distinct price. Offering retailers that retail Coca Cola a competitive price that ensures they will make profit while the company does as well will get a more financial sound base for selling Coca Cola. Encouraging a competitive retail wholesale to stores and restaurants will offer more companies and places to offer the Coca Cola brand rather than Pepsi if they only own a certain brand. Meeting and going over a company’s expectations and offering valuable discounts brings more buyers and better relationships from seller to buyer in the long run. The economy regulates prices and the fact that someone can pinpoint how much something is and relatively cheap brings up moral from buyers. Offering a company cheap rates and alternative promotions like a free pallet of Coca Cola, after so many are bought and shipped to the store can be a price focus and which would also stimulate......

Words: 602 - Pages: 3

Premium Essay

International Marketing Coca Cola

...Harry Sethi International Marketing Coca-Cola Out of many brands globally, one brand that has been part of our lives somewhere someplace around the world is Coca-Cola. I have learnt a lot from this class from how to successfully market products to how to respect and turn culture into an advantage. One of the main things I learned from this class in regards to this brand has to be the 4ps. Product, Price, Promotion, and Place. This basic model has brought Coca-Cola to be known throughout, as a world class brand. The product that Coca-Cola has given to the people has always been similar but different to the world. First off, the product Coca-Cola has branded on is a carbonated soft-drink which is sold in stores, vending machine and restaurants. Coca-Cola first began its product as a coca based wine which had sold in Europe. With the introduction of prohibition it had changed its recipe to a non-alcoholic beverage. Many believed during this time that carbonated drinks had medicinal powers which Coca-Cola took advantage of and sold its beverage as a medicinal drink. As times have continued Coca-Cola has continued to expand its product variety from Coca-Cola to Minute-Maid its has consistently progressed different avenues of beverages. While it has expanded Coca-Cola has continued to protect Coca-Cola and has never changed its original product and never changed the recipe. Price, Coca-Cola as delicious as it is has always kept prices down and affordable to all, never raising......

Words: 1000 - Pages: 4

Premium Essay

Coca Cola Marketing Analysis

...Coca-Cola Marketing Analysis Morgan Hight April 8, 2013 Steven Richards MKT/498 Coca-Cola Marketing Analysis In 1886, an Atlanta pharmacist by the name of Dr. John S. Pemberton developed the first Coca-Cola Coke. The product was created by using flavored syrup and carbonated water at Pemberton’s local pharmacy. Frank M. Robinson, Dr. Pemberton’s business partner and bookkeeper, is credited for giving the product its name, Coca-Cola, as well as the trademark script on the product that is still used today. Prior to his death in 1888, Dr. Pemberton sold portions of his dynamic business, with majority of the business being sold to Atlanta businessman, Asa G. Candler. Under Candler’s leadership, Pemberton’s original goal was accomplished, distributing Coca-Cola through soda fountains. In 1984, Joseph Biedenhard installed a bottling machine in his soda fountain, making him the first to bottle a Coca-Cola. The first Coca-Cola sold for only five cents. For only $1, three business men from Chattanooga, Tennessee, Benjamin Thomas, Joseph Whitehead, and John Lupton, purchased bottling rights from Asa Candler, and later developed what would become the Coca-Cola worldwide bottling system ("Coca-Cola History", n.d.). Today, The Coca-Cola Company’s number one competitor is Pepsico Inc., the maker of Pepsi. Other competitors include, Dr. Pepper Snapple Group Inc. and Nestlé. Coca-Cola dominates the beverage world controlling 51% of the global carbonated soft drink......

Words: 1773 - Pages: 8

Free Essay

Plano de Marketing

...negocio refere-se ao produto de ar-condicionado Split da Consul com 12.000 Btus que vem crescendo suas vendas no mercado, devido ao clima tropical que o estado possui, tendo assim maior procura nas compras de ar-condicionado. OPORTUNIDADE E RISCOS Esse ano o clima quente castigou as pessoas com seu alto grau de temperatura elevada. A temperatura que a cidade tem alcançado nesses últimos tempos e de mínima 28º e máxima de 36º, o que leva ao crescimento de vendas de ar-condicionado. Surgiram assim outras empresas interessadas em dividir o mercado competitivo nessa área de eletrodomésticos, o diferencial entre elas e a qualidade e preço entre os produtos. Oportunidades ✓ Entrar em novos mercados ou segmentos; ✓ Aumentar a linha de produtos; ✓ Diversificar e incluir produtos complementares; ✓ Capacidade de mudar grupos estratégicos. Ameaças ✓ Entrada de novos concorrentes; ✓ Mudanças econômicas; ✓ Crescimento da competitividade SEGMENTAÇÃO DO MERCADO A Consul e uma marca reconhecida na qualidade de seus produtos atendem muitas lojas de eletrodomésticos da cidade, que abrange diversos públicos, desde o nível aquisitivo alto ao baixo. O mercado da empresa Consul abrange os shopping, lojas de bairros, supermercados entre outros. OBJETIVO DE MARKETING A Consul e uma marca reconhecida na qualidade de seus produtos ESTRATEGIA DE DIFERENCIAÇÃO DE PRODUTO O Novo Condicionador de ar Split Consul......

Words: 535 - Pages: 3

Premium Essay

Marketing Mix of Coca Cola

...Marketing Mix of Coca Cola Different Product: The Coca-Cola Company’s products include beverage concentrates and syrups, with the main product being finished beverages. The business has over 300 brands of beverages around the world with the main ones being Coke, Fanta, Lift, Sprite, and PowerAde. Different Price: The prices of Coca-Colas products vary according to the brand and the size. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. 13. Marketing Mix of Coca Cola Distribution Activities: The Coca-Cola Company sells its products by bottling and canning operations. The distributors reached the coke to the wholesalers and the wholesalers reached it to retailers. And at last the customers buy coca cola from retailer shop.Promotion Activities: Advertising The Coca-Cola Company uses advertising as its main source of increasing consumer awareness. It mainly uses the television. There are many television advertisements on Coca-Cola products. This source allows the companys products to reach a large audience. 14. Coca-Cola in BangladeshCoca-Cola is the most popular and biggest-selling soft drink inhistory, as well as the best-known product in the world. Cocacola is the oldest brand in Bangladesh. From the last 50 yearsCoca cola has been marketing its products through localrepresentatives of Bangladesh. However, now it is marketed byAbdul Monem Limited. It marketed......

Words: 563 - Pages: 3

Premium Essay

Coca- Cola Marketing Mix

...|Essay Title |Marketing Mix of Nike running shoes | | |_________________________________________________ |   Due Date 14-08-2011 Word Count 1560 | | |I declare that this report is my own work, except where otherwise indicated, and that I | |have acknowledged reference sources used in writing it. |   |Signature: | | Date: | | Marketing Mix of Coca-Cola 1. Abstract The aims of this report analysis Coca-Cola how to use ‘4p’ to increase the market sales in China. Our group questionnaire is content the Coca-Cola target customers, produce characteristic, price, and promotion aspects of the investigation. The results show that the Coca-Coca have most people know this brand and more popular in China. However the report shows that still need more investigation and research, especially in the promotion part. 2. Introduction The Coca-Cola Company was born in 1886. Its headquarters is in Atlanta, United States. Coca-Cola is a leader and a pioneer of the world's soft drink, and has nearly 400 beverage brands, selling in more than 200 countries and regions in the world. Coca-Cola is one of the......

Words: 433 - Pages: 2

Premium Essay

Coca Cola Marketing Mix

...Marketing Mix: Coca Cola Any business must consider the marketing mix. This is a combination of factors that helps a business sell its product. There are a total of seven parts to the marketing mix: Price, Promotion, Place, Product, People, Physical Environment and Process. The ones in bold are the four main ones and the ones often referred to as the ‘4 Ps’. Throughout this essay, I will be using my reference to ‘Coca Cola’. The Coca-Cola Company is the world's largest beverage company, largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the world. The company is best known for its flagship product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company is headquartered in Atlanta, Georgia. Its current chairman and CEO is Muhtar Kent. {draw:frame} Its motto is 'To benefit and refresh everyone who is touched by our business.' The Coca......

Words: 1055 - Pages: 5

Premium Essay

Coca Cola Marketing Research

...13BMKT17H | Marketing Research | 13BMKT17H | Marketing Research | Module Leaders: Dr Aida Nakhla Ms Ahella El Saban Module Leaders: Dr Aida Nakhla Ms Ahella El Saban Table of Contents Introduction……………………………………………………………………… Section 1: Problem Recognition………………………………………….. 1.1-Problem Recognition…………………………………………………………… 1.2- New Coke Problem Recognition……………………………….……….. 1.3- Critical Analysis on New Coke…………………………………………… Section 2: Know the Approach……………………………………………….. 2.1- Research Approach…………………………………………………………… 2.2-New Coke Research Approach…………………………………………… 2.3- Critical Analysis on New Coke…………………………………………… Section 3: Research Design and Formulation………………………….. 3.1- Research Design and Formulation……………………………………... 3.2- New Coke Research Design………………………….………………….... 3.3- Critical Analysis on New Coke…………………………………………….. Section 4: Data Collection………………………………………………………. 4.1- Data Collection…….……………………………………………………………. 4.2- New Coke Data Collection..……………………………………………….. 4.3- Critical Analysis on New Coke…………………………………………….. Section 5: Analysis of Data……………………….………………………………. 5.1- Analysis of Data………………………………………………………………… 5.2- New Coke Analysis of Data………………..………………………………….. 5.3- Critical Analysis on New Coke………….…………………………………….. Bibliography………………………….………………………………………..……. Introduction The birth of Coca Cola all started out in 1889, when original founder of the formula John Pemberton had developed the first version of Coca......

Words: 3349 - Pages: 14

Premium Essay

Marketing Plan for Coca Cola

...[pic] Marketing Plan On Coca Cola Submitted To: Rahima Lecturer of Marketing BBA Department Principle of Marketing Submitted By: 1. Arifur (Team Leader) 2. Koponur Islam 3. R Management"s Achievement Claims Perspective It is to no one’s surprise that Coca-Cola is one of the world’s largest companies. Fourteen years ago, Coca-Cola began building credibility to its investors by never over-promising, just consistently hitting long-term growth targets. In Great Britain, Coca-Cola surpassed two leading teas of consumption per capita. People said it would not be possible, but Coke did it. That is just one example. Coca-Cola’s management believes in the theory that people need 64 ounces of liquid everyday to survive. Right now, Coke only accounts for an average of less than two of those ounces. They believe that by adding strength to the world’s strongest brand, it will help people make Coke a more frequent choice for those 64 ounces. The part of this Annual Report that We personally wanted to attack was the lack of sales in Canada and Coca-Cola’s goals in improving them. Being native of Canada and a big Coke fan, I know that Coke has struggled in my homeland for several years. M. Douglas Investor answered my concern by stating that Coke allowed the retail prices of their products to out pace their value in the eyes of our consumers. Since 1994-1995, Canada’s unit per case volume increased 4%. Coke is expecting an even greater......

Words: 733 - Pages: 3

Premium Essay

Coca Cola Marketing Strategy

...3.1 Marketing Strategy 3.2 STP Analysis [pic] Figure: STP process Source: consumerpsychologist.com In marketing strategy Segmenting, Targeting and Positioning (STP) play a vital role which helps Coca-Cola to introduce its product to customer and make them buy through this process they capture value from customer (Kotler- et- al, 2013). To understand the Coca-Cola’s product and its value perception, here is the STP analysis 3.2.1 Segmentation Strategy The competitive market and the changed demands of consumer have made Coca-Cola to satisfy their needs by improving and changing its product. For these reason Coca – cola has been successful to attract the customers and enhance its sales without interrupting other company. Such attempts taken by this company is to introduce new product based on changed demand such are to introduce Diet Coke, Caffeine free Coke. There are multi segmentation strategy which is used by Coca Cola. The marketing mix is used for the every segmentation of Coca cola which has various products as estimated 400 and product mix of 3,500. Geographic segmentation There are different users of Coca Cola such as various ethnic groups, lifestyles, age groups, sexes etc. Examples: Oasis- Juice with various flavour for the people aged between 20-30 and this is served in Ireland and Britian. Coca Cola diet, Coca Cola zero etc. for health concerned people. Climate- the product of Coca Cola is used more in summer than in winter and......

Words: 875 - Pages: 4

Premium Essay

Marketing of Coca-Cola

...1. Executive summary Coca-Cola have a great ambition to China market and plan to invest 20 billion dollar in develop the biggest market in the world. Since Chinese government blocked its acquisition bid of buying Huiyuan, Coca-Cola is now figuring out the strategies of going on growing in China without juice giant Huiyuan. Coca-Cola will develop its existing business, especially fruit juice products. The keystone of promotion in the near future is to popularize “Minute Maid ” fruit juice beverage brand. In the following sections, detail study will be researched, including listing its strategic focus and plan, analysing varities of situation Coca-Cola is facing with, figuring out their marketing strategy as to gain more market share in China market and put marketing mix forward to implement it better. 2.Company description That Company of Coca-Cola is established in 1892, with the headquarter is located in USA (Atlanta) now. Coca-Cola Company owns the whole world 48% marketplace proportion and it is the first among the whole world first three big drink. Coca-Cola also owns 160 kinds drink brands in 200 countries , is a maximal the whole world juice drink dealer (include the Minute Maid brand) including that soft drink , motion drink , milk kind drink the product , juice , tea and coffee, before first Coca-Cola of USA row be that the person gets the market share over 40% , Sprite is that the quickest developing drink , other brand include Berk then grow up, the......

Words: 3669 - Pages: 15

Premium Essay

Coca-Cola Marketing Objectives

...DEVELOP ORGANISATIONAL MARKETING OBJECTIVES 1. Evaluate how effective Coca-Cola has been in their marketing strategies in terms of product positioning in regard to their products and services Who/How/Where Coca-Cola positions themselves: Coca-Cola is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in the world. There is a great variety of brands offered by Coca-Cola throughout the world like Diet coke, sprite, Fanta, Rc cola, Minute made etc. You can find the Coca-Cola soft drinks anywhere in every country of the world. Advertisements for Coca Cola started on the radio in the 1930s and on the television in 1950. Currently Coca-Cola is advertised on over five hundred TV channels around the world including Viral and Outdoor media. Coca-Cola has positioned themselves too market toward a certain age group, this age group is youths from 15-25 but they also have a unique way of marketing which also reached the 40+ audience. Targeting youths, they base their strategies on entertainment and for the older generation their marketing strategies are mainly about the family drink, which is low cost and convenient. Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of their consumers and can be described as how the product......

Words: 1297 - Pages: 6

Premium Essay

Coca Cola Marketing Final

...Marketing Management Final 3-28-2012 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......

Words: 3255 - Pages: 14