cocacola case study

Topics: Coca-Cola, The Coca-Cola Company, Advertising Pages: 11 (3205 words) Published: December 12, 2013



MBM 2013-2014


Table of Contents

1. Introduction3
2. The Product5
3. Target7
4. Current Trends for kids 9
5. Positioning Statement 10
6. Pricing11
7. The Distribution Network12
8. Promotion Policy13

1. Introduction
The Coca-Cola Company
Coke is it -- it being the #1 nonalcoholic beverage company, as well as one of the world's most recognizable brands. The Coca-Cola Company is home to 16 billion dollar brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other top brands include Minute Maid, Powerade, and vitaminwater. All told, the company owns or licenses and markets more than 500 beverage brands, mainly sparkling drinks but also waters, juice drinks, energy and sports drinks, and ready-to-drink teas and coffees. With the world's largest beverage distribution system, The Coca-Cola Company reaches thirsty consumers in more than 200 countries. Atlanta pharmacist John Pemberton invented Coke in 1886. Marketing Audit

SWOT Analysis
• Market leader in soft drinks.
• Coca-Cola has massive world appeal. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola's greatest strengths. • Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintaining a local approach. The bottling companies are locally owned and operated by independent business people who are authorised to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers. • Social Responsibility, sponsorship of UK Football Leagues, continual sponsorship of the Olympics. • Coke Music

• Other brands owned by the Coca Cola company that have a strong brand image. • Seasonal advertising awareness e.g. TV Christmas advert and summer advert.

• Coca-Cola has effects on the teeth which is an issue for health care. • It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. • Being addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect on your body after few years. • Brand market share makes Coca Cola direct competition for competitors and new competitors emerging in the market. • Previous failed marketing strategies such as coke zero and Desani.

• Opportunity to introduce new product onto market, marketing pull • Brand recognition is the significant factor affecting Coke's competitive position. • Coca-Cola's brand name is known well throughout 94% of the world today • The primary concern over the past few years has been to get this name brand to be even better known. • Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products.9 • Need for ‘green business’ and sustainability in packaging business. • Coca-Cola's bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse area. • Investment into developing countries.

• Opportunities to develop social responsibility in narrower demographics.
• Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial.
• The threat of substitutes, however, is a very real threat. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices,...
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