Coca-cola Marketing Plan

Topics: Coca-Cola, The Coca-Cola Company, Diet Coke Pages: 15 (4606 words) Published: September 24, 2014
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Marketing Plan for Coca-Cola Company

Coca-Cola Company
Marketing Plan
Daniel Koch
Buena Vista University
March 2013

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Table of Contents
Executive Summary…………………………………………………………………….3 Company Description…………………………………………………………………...4 Industry Analysis………………………………………………………………………..6 Target Market…………………………………………………………………………...8 The Four P’s……………………………………………………………………………..11 Evaluation of Marketing Mix…………………………………………………………....13 Works Cited……………………………………………………………………………..14

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Executive Summary
In 1886 Dr. John S. Pemberton created a distinctive tasting soft drink and in 1899 Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca‑Cola worldwide bottling system since then the Coca Cola Corporation has been defined as the most well-known trade mark in the world. After 115 years Coca-Cola has come a long way since its beginning, from selling nine bottles a day to selling billions a day. Coca Cola owns over 400 brands that appeal to many different people all throughout the world.

They are able to satisfy the needs of all their consumers and make their experiences with Coca Cola better. Their products appeal to a wide range of people of all races, genders, and ages. Coca Cola is well known for its worldwide popularity as its products are sold to over 200 counties, while major competitors only sell in several countries, putting Coca Cola ahead of all competition. Coca Cola is an obvious and easily recognized by all. The popularity of Coca Cola has grown to be a very recognizable company.

It is known worldwide and its branding is constantly surpassing all other beverage companies and their funds over the years are still growing to this day, and will continue into the future. The finances prove vital in the future of Coca Cola as it allows for the promotion of many other products. Many aspects of Coca Cola prove to be superior to that of their competitors, ranging from promotional techniques to corporate structure. Some of these aspects include, positioning, market mix strategy, and implementation plan.

These aspects place Coca Cola superior to competitors, instigating Coca Cola to aspire higher goals and missions. It is Coca Colas mission to refresh and completely satisfy the world and it is their vision to make a bottle of Coca Cola available within arms’ reach of every person all around the globe

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Company Description
Legal name and Form

Coca-Cola is an Atlanta based corporate company with two types of ownership, direct and indirect. In 1899, three enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca‑Cola. The three entrepreneurs purchased the bottling rights for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca‑ Cola worldwide bottling system.

History
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca‑Cola” as well as designing the trademarked, distinct script, still used today. Prior to his death in 1888, just two years after creating what was to become the world’s #1selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest sold to Atlanta businessman, Asa G. Candler. Under Mr. Candler’s leadership, distribution of Coca‑Cola expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca‑Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca‑Cola in bottles. Large scale bottling was made possible just five years later. The first marketing efforts in Coca‑Cola history were executed through coupons promoting free...

Cited: (2014). Retrieved 2014, from Bloomberg:
http://investing.businessweek.com/research/stocks/people/person.asp?personId=10946243&ti
cker=KO
(2014)
About.com. (2014). Retrieved March 7, 2014, from Retailindustary.about/coca-cola-mission statement:
http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/CocaCola-Co--Mission-Statement.htm
Bloomberg. (2014). Retrieved 2014, from
http://investing.businessweek.com/research/stocks/people/person.asp?personId=25036518&ti
Coca-Cola. (2012). Coca-Cola Company. Retrieved 2014, from http://www.cocacolafreestyle.com/#!/100-brands/brand/coca-cola
Coca-Cola History
Coca-Cola, C. (2012). Retrieved from http://www.cocacolacompany.com/sustainabilityreport/me/responsible-marketing.html
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cocacolasoriginalcoke.blogspot. (2009, 03). Retrieved from
http://cocacolasoriginalcoke.blogspot.com/2009/03/cokes-target-markets.html
elbaz88. (2011, 11). Retrieved from http://elbaz-coca-cola.blogspot.com/
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