The coca cola marketing mix the coca cola marketing mix 1 2 the coca cola marketing mix abstract the marketing mix is known as the 4 ps or the product, price, place and promotion of marketing. Jerome mccarthy in 1960s, is one of the basics of marketing for anyone to run a successful business. Recognized as the worlds most valuable brand, coca cola is often associated with happiness. The internet, globalization and digitization contribute to the markets. Coca cola, being one of the most valued brands in the world. The cocacola company brought back the old formula two months later. Coca cola launched its taste the feeling campaign in 2016 which unites all of its brands. Informing potential customers of the availability of the product, its price and its place.
Marketing mix of coca cola analyses the brandcompany which covers 4ps product, price, place, promotion and explains the coca cola marketing strategy. Coca cola is the most well known trademark, recognised by 94 per cent of the world s population. The most significant dimension in terms of coca cola is brand association and least effective dimension has been customers loyalty. Coca cola pricing strategy depends on the market and geographical segment. The company has a large product portfolio of sparkling and still beverages. Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. Coca cola company is one of the fastest growing multinational enterprises in nigeria. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops. The worlds largest beverages company coca cola began more than a century ago. Coca cola can adopt a number of pricing strategies. Introduction how is the most widely recognised product in the world made. Like other companies, cocacola bases its marketing strategy on the wellknown marketing mix of the 4ps.
Rural marketing 4ps of cocacola free download as powerpoint presentation. Coca cola, with their aamir khan ad campaign succeeded in providing just that. Coca cola co s book value per share for the quarter that ended in dec. One of its main objectives is to double its revenue by 2020 and to acquire or develop scalable, innovative premium brands coca cola. Identifying market segments andtargets formarketing. It discusses the approach and the positive results of fmcg companies dominating the current marketing paradigm.
During the past few years coca cola s revenue have been on the decline, in 2014 coca cola had a 15. Since pepsi co is the prime competitor and archrival of the brand, coca cola ensures its pricing is within consumer reach. Aug 19, 2019 marketing mix theory, first coined by e. The marketing mix is a standard strategic tool used to formulate a plan for product development and promotions. Technology is used at every step of coca cola s value chain syrup manufacturing, bottling operations and storage at retail shops. Aug 18, 2018 coca cola, or coke is a carbonated soft drink manufactured by the coca cola company.
After reading coca cola opens up new doors into india, i am interested in the 4ps of coca cola. Pdf as a chandler founded the coca cola company back in 1886 and it is. Since, the rural consumers are scattered and it is difficult to predict the demand in the rural market. Abstract the marketing mix is known as the 4 ps or the product, price, place and promotion of marketing. The company is best known for its flagship product cocacola invented by pharmacist john stith pemberton in 1886.
May 10, 2019 the marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. The different brands of coca cola have a different pricing strategy. Price coca cola is emphasizing on reasonable price to consumers. But before explaining the definition or the parts of the theory, let us look at this example of coca cola. Coca cola is a carbonated soft drink produced by coca cola company. Nov 22, 2019 the 4 ps concept was developed by edmund jerome mccarthy, a notre dame marketing professor, in his 1960 book, basic marketing. Pricing is one of the most important elements of the coca cola marketing mix, which generates a turnover for them.
Furthermore, most effective marketing mix tools for coca cola has been its product and pricing strategies while least effective has. This is a detailed analysis of the marketing mix of cocacola. 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. Coca cola is one of the two leading brands in the soda industry and the largest brand of nonalcoholic beverages in the world. Your marketing mix should be something you pay careful attention to because the success of your business depends on it. The coca cola company has a fairly large product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, energy, and sports drinks coca cola. Cocacola has been long admired for its approach to marketing.
Cci follows the pull promotion strategy coca cola is the official beverage partner of the common wealth games 2010 cwg, because of which it enjoys exclusive marketing and supply rights for the beverage across its portfolio. The 4 ps of marketing mix and how to master it in todays world updated with example and template this article addresses how to use one of the oldest marketing concepts in todays online world. The coca cola company packages its beverages into plastic bottles of sizes 2 litres, 1. The cocacola company is an american multinational corporation.
Now there are 2 major company of soft drinks coca cola pepsi co they are competitors to each other. It utilizes both traditional and modern channels to promote its brand and products. Marketing mix of coca cola 4 ps of coca cola coca cola 4. This is not an example of the work produced by our essay writing service. The marketing mix and the 4 ps of marketing are often used as synonyms for each other. Pricing of coca cola differ according to place and size. Coca cola also engages in various csr activities to help support environmental and social issues across the globe.
Hence, all these points give an overview on coca cola marketing mix. Coke was created in 1885 by john stith pemberton, a pharmacist, and. Archenemys most famous product is the regular pepsi that is number two in the soda markets. This is a detailed analysis of the marketing mix of coca cola. Overall, coca cola s pricing approach is closely aligned with maintaining brand loyalty. It is a marketing strategy that companys use to estimate the value and determine the methods of advertising and distributing its products. Apple is a renowned technology brand, recognized globally for its focus upon technological innovation.
Another significant cola products of this leading company are coca cola light and coca cola zero. Relationship between dimensions of brand equity and 4ps of. Roic % measures how well a company generates cash flow relative to the capital it has invested in its business. Introduction the coca cola company is the worlds largest beverage company with almost 500 brands ranging from the actual coca cola to products such as sprite, fanta, powerade, minute maid, and many, many more.
Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. These are also available in aluminium cans of 375ml. The four ps are the categories that are involved in the marketing of a good or service, and they include product, price, place and promotion. Coca cola usually set at fixed price in petrol station and convenience store whereas competitive. Customer focus on customers needs and wants instead of just products. Marketing mix the 4 ps cocacola by wu ketao on prezi. The fact is, the 4ps of marketing are really important because they, together, form the marketing strategy of your company. I wish this will help u a lot to prepare your presentetion. This also applies to pepsi, which operates additionally in the food business. This lesson on marketing strategy introduces the concept of the marketing mix, and the 4 ps of marketing.
On average, there are 300 beverages are produced by coca cola, such as sprite, fanta, fruitopia, power juices and more. Soft drink demand market is very strong all over the world. Caren raupp edison neto engel matos patricia magnus tatiane scheffer 2. Rather than studying marketing from a functional standpoint, defining traditional marketing roles and how they work within an organization, mccarthys approach focused more on problemsolving and the challenges marketers faced. Product mix of cocacola consists of the various brand packs and. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. In the age of technology where everything is rapidly evolving, marketing goes into a more competitive environment than ever before. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas. At the same time, it makes up for an extremely large part of a successful marketing plan.
Coke is not the only product of coca cola, but is the most popular one all over the world. The product is controlled by the coca cola company, a. Coca cola follows a comprehensive pricing strategy that is based on the perceived value of its products. Download as pptx, pdf, txt or read online from scribd.
The marketing mix of coca cola has been changing over time with more and more products being added such that today it has 3300 products. Nov 14, 2011 after reading coca cola opens up new doors into india, i am interested in the 4ps of coca cola. Coca cola is one of the most leading company in soft drink beverage industry. Pdf strategic marketing plan for cocacola 2016 researchgate. In coca cola marketing mix, promotions and place plays a major role in building the brand. Coca cola is one of the two leading brands in the soda industry and the. It has a diverse product portfolio in the beverage industry. This paper explores the existing relationships between the four selected marketing mix of three leading fmcg companies. The cocacola marketing mix the cocacola marketing mix 1 2 the cocacola marketing mix abstract the marketing mix is known as the 4 ps or the product, price, place and promotion of marketing. This research paper is basically a comparative study of two well known competitors in beverage. Cocacola is the worlds most recognized brand and now anchors a portfolio of more than 500 brands and more than 3,500 beverages. What you can learn from cocacolas marketing strategy merca2. Steve jobs think different crazy ones speech with real subtitles duration. Marketing mix of coca cola 4ps of marketing mix of coca cola.
Coca cola consolidated s annualized return on invested capital roic % for the quarter that ended in dec. The visionary leadership of steve jobs had helped apple take its initial steps towards global fame and after him, now under the leadership of tim cook, apple has seen fast growth in recent years. Mam, here is the assignment of the study you requested on marketing mix 4 ps analysis of cocacola. Coca cola annual and quarterly earnings per share history from 2006 to 2019. We are very happy to submit this report on time to you. This part of the 7 ps are the one creating revenue and which is also why it is important that an organisation chooses the correct price. Discussion and analysis of the marketing strategy of coke. Examining the mix for a successful company like coca cola can help a business leader understand the dynamics and synergy involved between the four core elements product, place, price and promotion. The coke case is a classic example of what happens when an organization fails to conduct proper marketing research. How are the required quality standards met for every single unit of that product. Cocacola, taste the feeling, and the contour bottle are trademarks of the cocacola company. Because of this, coca cola has come up with long term objectives.
The most significant dimension in terms of coca cola is brand association and least effective dimension has been customer s loyalty. Earnings per share can be defined as a companys net earnings or losses attributable to common shareholders per diluted share base, which includes all convertible securities and debt, options and warrants. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. Therefore the coca cola company products can be considered a business product. Introduction the cocacola company is the worlds largest beverage company with almost 500 brands ranging from the actual cocacola to products such as spri. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. Pepsi has developed a lot of variations from its primary cola too and the company has a strong positioning on diet cola markets as well. Coca cola has a very large product category including e. It contributes to the highest sales of soft drinks globally. An evaluation of marketing strategies undertaken by coca. The product was originally born in atlanta, georgia, in 1886. Marketing mix of cocacola amity school of insurance, banking and acturial science made by. Each of the four ps is a variable you control in creating the marketing mix that will attract customers to your business. Competitive strategies coca cola coke and pepsi cola pepsi have been the most popular soft drinks for many years, and has also been each others biggest competitor.
Furthermore, most effective marketing mix tools for coca cola has been its product and pricing strategies while least effective has been promotional strategies. The business is very successful and holds a very good reputation. Marketing mix of cocacola cocacola marketing mix howandwhat. Reintroduced as cocacola classic, it was sold along with new coke and outsold it by two to one in supermarkets.
Coca cola, or coke is a carbonated soft drink manufactured by the coca cola company. Remote work advice from the largest allremote company. The 4 ps of coca cola include the product, the price, the place and the promotions. The international empire of coca cola spans more than 200 countries. Now there are 2 major company of soft drinks coca cola pepsi co they are. King of the cola drinks is definitely the coca cola classic, which is the most sold soft drink in the world. Cce opened the new automated storage and retrieval system asrs warehouse in. Refrescar al mundo en cuerpo, mente y alma lema coca cola. Pemberton, an atlanta pharmacist, when he tried to create a distinctive syrup which can be sold at soda fountains. Refrescar al mundo en cuerpo, mente y alma lema cocacola. You can view samples of our professional work here.1389 1140 1042 956 654 1340 205 530 464 1390 766 689 216 176 399 523 130 213 551 994 547 769 728 1541 231 274 1554 790 1098 48 1610 695 76 1571 172 1151 863 971 494 1278 989 869 1411 1328 1069 1088 1025