Coke Market Driven Marketing

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“Principles of Marketing Driven Marketing”

* Choose a company which illustrate the Principles of “Market Driven Marketing” and how it succeeded by applying those rules or failed by not doing so.
Date :12th May 2011
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Introduction…………………………….. 3
Principles of Market Driven
Marketing…………………………….. 4
Brand Equity……………………………... 5
Target Market……………………………... 7
Market Share……………………………... 8
Sale, Profit & Profit Margin……………………………… 10 Double Jeopardy……………………………… 12 Penetration……………………………… 13
Purchase Frequency……………………………… 14 Purchase Duplication……………………………… 15 Light & Heavy Buyers……………………………… 16 Mass Marketing……………………………… 17
Smart Targeting……………………………… 18 SWOT Analysis……………………………… 19
Conclusion……………………………… 22
References……………………………… 23

1. Introduction
Market driven organizations are those organizations who uses supreme marketing, who understand the likes and dislikes of a customer and adapt accordingly where as they bond the channels which are used for the marketing and selling of the goods. The process, which engraves their super capabilities, is well understood and effectively controlled to deliver superior customer satisfaction. Generally there are two processes in an organization, internal change and external change, market driven organization push this change in the organization towards the outer understanding or the outer change of the environment (Doyle, 1992). An easy example can be taken if the employee satisfaction and the management of human resource are understood by the belief of the customer satisfaction where as the rewards are based on measurable improvements in customer satisfaction, and that employees are to resolve customer issues without any approval are the organizations which are market driven (Grant, R. 1991). Taking an example of Coca Cola which is delivering beverages to the customers throughout the world, they operate in varied different cultures and sub cultures and yet their popularity and demand has never decreased. The market making it one of the most organic organizations in the world has always driven their popularity and demand. Coca-Cola has been giving its best known taste to the world since 1886 by John Syth Pemberton, a pharmacist who first “distributed” the product by carrying it in a jug down the street of the local town. He started its operations from in Atlanta, Georgia. Coca-Cola Company is the world’s leading marketer, manufacturer, and distributor of non-alcoholic drinks. Coca Cola produces nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coke’s marketing penetration and marketing driven capabilities are realised globally, taking the example of Coca- Cola India, Coke was the leading soft drink brand in India until 1977, during the foreign regulations, instead of revealing its formula company left the country. After seeing the growing surge of India’s market and its economy, in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. Coca-Cola grew to become one of the biggest brands in the world serving billions of customers around the world. Its potential customized market driven marketing campaigns rooted it into every local community and culture of the world. This heritage serves the Company well today as people seek brands that honour local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows. 2. Principles of market driven marketing

The marketing notion has been a...
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