Preview

Coca Cola Marketing Mix

Powerful Essays
Open Document
Open Document
1231 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Coca Cola Marketing Mix
SUBJECT:- MARKETING MANAGEMENT
TOPIC:- MARKETING MIX OF COCA COLA
COLLEGE:- SOMLALIT INSTITUTE OF BUSINESS MANAGEMENT

PREPARED BY:-

JAY BHATT
DOLLY CHAUHAN
JIGNESH DATTANI
LALIT PARAJIYA
ASRAR TALAT
ROHIT KATHODI

INDUSTRY PROFILE:-

Soft Drink demand market is very strong all over the world. Now there are 2 major Company of Soft Drinks • Coca Cola • Pepsi Co they are competitors to each other. The world’s largest beverage’s company Coca Cola began more than a century ago. The Coca Cola company world headquarter is at Atlanta Georgia, USA. Formation of Coca Cola company was in a simple way, but today it is spread worldwide. It has a Wonderful history and an exciting future. From sometime before 1970-s Coca Cola had started doing business in India. But due to changes in the policy of Indian Government, Coca Cola had to wind up its business from India in 1977. After 16 years, in 1993 it again started doing business in India through one of its subsidiary company Coca Cola India Private Limited. It gradually went in for merger by acquisition the various well known products to stop the direct competition from the local market.

Coca cola is the brand with the highest brand equity. No doubt it has gone through the ups and downs of business to reach that position. 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. So what is the marketing mix of Coca cola?

Product
The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Powerful Essays

    Strayer Week 10 Assignment
    • 2345 Words
    • 10 Pages

    Strayer Week 10 Assignment

    Coca-Cola Company is an American multinational beverage corporation headquartered in Atlanta Georgia. It is best known for its flagship product Coca-cola. The company offers more than 500 brands in over 200 countries and serves over 1.7 billion servings per day. The company’s stock is listed on the NYSE and it is a part DJIA, S&P index and the Russell 1000 index. The company had revenues of $48.01 billion in the year 2012 and a net income of $9.01 billion. Coca-cola has a total asset base of 86.17 billion and 146200 employees worldwide. Coca-Cola’s current chairman and chief executive is Muhtar Kent. Coca-Cola produces a portfolio of products. Apart from the famous Coke brand, the company produces over 613 beverages ranging from carbonated drinks to non carbonated drinks, sport drinks to water. Coca cola’s main products are; Coke, Fanta, Krest, Minute Maid, Schweppes, PowerAde, Sprite, Stoney and Dasani. These are some of the products offered by Coca cola aimed at different markets geographically and different segments of the market. Sparkling drinks accounted for 68% of Coca-Cola sales in 2011 while still and water beverages accounted for 28% of the sales volumes. The company has over 30 water brands aimed at generating value through the on the go immediate consumption occasion. The company distributes its products through bottlers who operate under franchises although recently Coca Cola has bought some of major bottlers (Coca Cola, 2013).…

    • 2345 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Unit 4 Business Btec Business Level 3 Unit 3
    • 657 Words
    • 3 Pages

    Unit 4 Business Btec Business Level 3 Unit 3

    Today coca cola produce around 450 brands in more than 200 countries and ranked as one of the most knowledgeable brand in the world. In general the marketing techniques have been used was well extracted and extremely successful, they have gained millions in profits which leads to more production in new ideas and aspects and more customers craving.…

    • 657 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Merger, Acquisition, and International Strategies
    • 1845 Words
    • 5 Pages

    Merger, Acquisition, and International Strategies

    The Coca-Cola Company is not just an average beverage company. The Company owns/licenses and markets in excess of 500 nonalcoholic beverage products, mostly sparkling beverages but also a assortment of still beverages, for instance; “waters, boosted waters (for example, Oasis, Powerade and Vitamin Water), juices and juice drinks (for example, Minute Maid and Five Alive), ready-to-drink teas and coffees, and energy and sports drinks” (Coca Cola History, 2013, para. 5). Coca Cola most popular nonalcoholic sparkling beverage brands are Coca-Cola, Diet Coke, Sprite, Fanta, Dr. Pepper and Schweppes which they market worldwide. Coca Cola Company has a market capitalization of “$177.48 billion and is the largest company in the Food and Beverage sector” (Coca Cola Company, 2013, para.1).…

    • 1845 Words
    • 5 Pages
    Best Essays
    Read More
  • Good Essays

    MIS302 Paper
    • 792 Words
    • 3 Pages

    MIS302 Paper

    When it comes to soft drinks, Coca-Cola always appears first in consumers’ minds. It is the world largest non-alcoholic beverage company in terms of size, the number of products it offers, and its proportion of market share. Coca-Cola owns more than 500 brands, 3,500 products worldwide, and presents in more than 200 countries. It offers a variety of beverage such as carbonated drink (Coca-Cola, Sprite), bottle water (Smart Water), fruit juice (Fanta, Simply, Minute Maid), ready-to-drink coffee (Georgia), flavored tea (Nestea), yogurt drink (Cal King), sport drink (Powerade), and diet or low-calorie version for some of these (Coke Zero).…

    • 792 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    International Business-Coca Cola
    • 2500 Words
    • 10 Pages

    International Business-Coca Cola

    The Coca-Cola Company focuses on the non-alcoholic beverage market, producing a range of drinks around the world. It is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverages, primarily carbonated soft drinks. The company is active in more than 200 countries (Mintel, 2005), with the help of directly controlled subsidiaries, partnerships and franchising, thus making it a truly global company. The company sells over six million beverages every day (Coca-Cola, 2005).…

    • 2500 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Case Study: the Coca-Cola Company Struggles with Ethical Crises
    • 411 Words
    • 2 Pages

    Case Study: the Coca-Cola Company Struggles with Ethical Crises

    Coca Cola has been a leading competitor in the beverage industry and has the world’s top leading soft drinks, including Coke, Diet Coke, Fanta and Sprite. It also sells other brands such as Powerade, Minute Maid and Dansani. Coca Cola has the largest distribution system in the world. This company has demonstrated a strong market orientation, making strategic decisions and taking actions to attract, satisfy and retain customers. With changes in top management over the life of this company, Coca Cola leadership seemed to lack the ability to handle a series of ethical crises.…

    • 411 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    Coca Cola Marketing
    • 1434 Words
    • 6 Pages

    Coca Cola Marketing

    The marketing position of Coca Cola throughout the world is the nr 1 leading company in the supplying, producing and marketing of soft drinks and syrups, and that is the reason why they enjoy 59% of the largest market share. If we look at the market potential in the world for a company dealing in soft drinks, we can see that there is a great…

    • 1434 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Favorite Brand Paper
    • 1366 Words
    • 5 Pages

    Favorite Brand Paper

    The Coca-Cola Company has offered consumers “delicious and refreshing” (The Coca-Cola Company, 2014) beverages for over 100 years, beginning at a soda fountain in 1886 located in Atlanta, Georgia (The Coca-Cola Company, 2014). Coca-Cola has since grown to over 100 brands, $48 billion dollars in net operating revenues, and $9 billion dollars in net income as of 2012 (The Coca-Cola Company, 2014). Their beverages are available in more than 200 countries around the globe and North American accounts for 21% of their unit case volume world-wide (The Coca-Cola Company, 2014).…

    • 1366 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Cocacola Marketing Strategy
    • 1388 Words
    • 6 Pages

    Cocacola Marketing Strategy

    · Has been operating successfully for over a century.· Is known world-wide and operates in more than 200 countries.· Coca-Cola has a large share of the cola segment - holding approximately 85 per cent.· The Coca-Cola Company is the most recognized trademark in the world. · The contract The Coca-Cola Company has with its bottlers is under constant negotiations.…

    • 1388 Words
    • 6 Pages
    Good Essays
    Read More
  • Better Essays

    Swot Analysis of Cocacola
    • 2164 Words
    • 9 Pages

    Swot Analysis of Cocacola

    As the global leader in the nonalcoholic beverage industry, The Coca-Cola Company offers nearly 400 brands in over 200 countries.…

    • 2164 Words
    • 9 Pages
    Better Essays
    Read More
  • Better Essays

    Corporate Level Strategy Coke Cola Case
    • 3175 Words
    • 13 Pages

    Corporate Level Strategy Coke Cola Case

    Coca-Cola Company’s business is nonalcoholic beverages—principally sparkling beverages, but also a variety of still beverages. The company manufactures beverage concentrates and syrups, which it sells to bottling and canning operations, fountain wholesalers and some fountain retailers, as well as finished beverages, which it sells primarily to distributors. Coke owns or licenses nearly 500 brands, including diet and light beverages, waters, enhanced waters, juices and juice drinks, teas, coffees, and energy and sports drinks. Coca-Cola has four of the world’s top five nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Sprite and Fanta. In addition, the company…

    • 3175 Words
    • 13 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    The Price Theory of Coca-Cola Company
    • 999 Words
    • 4 Pages

    The Price Theory of Coca-Cola Company

    Coca-Cola is a well-recognized soft drink brand in United States. According reports from Coca-Cola in 2012.Coca-Cola Company sells its product around the world in more than 200 countries and has a product portfolio of more than 35,000 drinks. Based on Interbrain’s best global brand 2011, The Coca-Cola brand is worth $74 billion and therefore was the world's most valuable brand.…

    • 999 Words
    • 4 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Pepsi Marketing Mix
    • 829 Words
    • 4 Pages

    Pepsi Marketing Mix

    While analysing a company's product, a common fallacy can be focusing on the final outlook of the product and that gives rise to a naïve approach. Analysts should consider and analyse all major product decisions that the company may have carried out including quality, features, options, style, brand name, packaging, sizes, after-sales services, warranties, returns, etc. Moreover, the company's position, as well as marketing strategy in the market, can be judged on the basis of its product mix including width, length, depth and consistency (Proctor, 200). Width is the number of lines the firm carries, for example Sony has various lines including TV, video, cameras and laptops. Length is the number of items in the product mix, for example Toshibahas different types of TVs and laptops. Depth is the number of variants of each product offered in the line such as clock radios, car radios and pocket radios. Finally, consistency is how closely related the various product lines are in terms of the use to which they are put, more commonly including electrical and entertainment products. So, using these bases for product strategy classification will lead to easy and effective analysis. Finally, one should attempt to identify what the company is actually aiming at through its product. There can be three possible product strategies in a company's action (Proctor, 2000). Either it aims the product at the market such as Erickson with new mobile phones to cater for the business class; it can be given a "face lift" such as Marks & Spencer's attempt with more customer-specific products; and it can be withdrawn, discontinued or eliminated such as Marks & Spencer closing down its unprofitable units across the globe.…

    • 829 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Poter Five Forces
    • 444 Words
    • 2 Pages

    Poter Five Forces

    POTER’S FIVE FORCES ON COCA-COLA The environment analysis of coca-cola industry can be done as :Buyers There are many companies to buy the soft drink products. The companies that purchase cold drink includes Fast food franchises, food store, convenience stores and vendings. Generally, the individual buyers for small retails do not have pressure on coca-cola industry. But, the large retailers like: Wal-Mart have pressure or bargainin power on the coca cola because of it’s large order quantity. But again , the bargaining power of the buyers is lessened because of the loyalty of the end consumers towards coca-cola. Substitutes Generally, there are many substitues of coca-cola. It includes water, coffee, tea, fresh juices, etc. Coca-cola is able to counter it’s substitutes through brand equity, advertisment and easy availability. Coca-cola has been spending a huge budget on it’s advertisment with different concepts and it is also easily available in almost every corner of the world. They also began to produce these substitutes (eg:- pepsi) on their own to tap into that segment of the market. Barrier to entry The barrier to entry in the cold drink industry is fairly high. The franchising agreement with the existing bottling companies prohibit bottler’s from taking a new soft drink companies. Even though there is the entry of any new soft drink company in the market, it would not be of any threat for coca-cola company. Suppliers The main ingredents of soft drink are carbonate water, phodphoric acind , sweetner and caffeine. The suppliers of these ingredents are not concentrated or differentiated. Many suppliers can be available easily. If a new soft drink…

    • 444 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Coca Cola Abstract
    • 444 Words
    • 2 Pages

    Coca Cola Abstract

    was 44.13 billion US dollars, and in 2010 Coca Cola ranked in the list of the top 10 most powerful brands in the world (Millward Brown 's BrandZ index, 2010). The survey was based on the Financial Strength of the brands, which I also plan to elaborate on this research. Coca-Cola owns or license and market with 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. Along with Coca-Cola; which is recognized as the world’s most valuable brand, it owns and markets’ four of the world’s top five nonalcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries.…

    • 444 Words
    • 2 Pages
    Satisfactory Essays
    Read More

Related Topics