Its number one competitor, coca cola has positioned itself positively to focus on and satisfy the desires and needs of its consumers while preserving an image of value and genuineness to its consumers the coca cola company, 2014b. The product is controlled by the cocacola company, a. In coca cola marketing mix, promotions and place plays a major role in building the brand. Jun 04, 20 cocacola has long been the subject of criticism over issues ranging from health to the environment and recent figures suggest its sales growth is lagging behind pepsi in the uk. An evaluation of marketing strategies undertaken by coca. Because of this, cocacola has come up with long term objectives. 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. Marketers reach peak innovation amid a failfast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity. Cocacola was established in the year 1886 at atlanta, georgia. Creative brief 3 background cocacola is an international conglomerate established in atlanta, usa in the 1880s. Cocacola has an enviable distribution system as its products can be found in over 200 countries all over the world. These top 10 marketing templates help leaders understand and assess next steps. Coca cola s headquarters are in atlanta, georgia, in america.
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. Political a few decades ago, coke used to be a symbol of americanism but now it is being looked upon as a drink that is unhealthy and high in calories. Coca colas marketing mix is comprised of these following approaches to pricing, distribution, advertising and promotion, and customer service. Download as ppt, pdf, txt or read online from scribd. As of today, coca cola company is a wellrecognized and established company for soft drinks with its headquarters in atlanta, georgiachr. The heads of each strategic business unit reports to the chief operating officer. An analysis of market segmentation of the cocacola. Annual report of the audit committee cocacola femsa. Marketing mix of coca cola 4 ps of coca cola coca cola 4. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan, 2 audu anyesha amos 3omaku angulu abubakar 1department of general studies, nasarawa state polytechnic lafia. It is best known for its flagship product, coca cola, and is one of the largest corporations in the united states. Coca cola remains the top planetary trade name, accomplishing the top ranking in businessweek s global brand scorecard one time once more in 2003. Heres how cocacola keeps its marketing strategy focused. The marketing audit refers to the comprehensive, systematic, analysis, evaluation and the interpretation of the business marketing environment, both internal and external, its goals, objectives, strategies, principles to ascertain the areas of problem and opportunities and to recommend a plan of action to enhance the firms marketing performance.
Discussion and analysis of the marketing strategy of coke. Internal factor evaluation ife of coca cola company a summary step in conducting an internal strategic management audit is to construct an internal factor evaluation ife matrix. Annual report of the audit committee to the board of directors coca cola femsa, s. However, cokes biggest ever uk summer campaign, which has seen the drinks company replace its branding with 150 of the countrys most popular names across 100 million packs, has moved consumer perception of the. Because of this, coca cola has come up with long term objectives. The marketing and advertising cost of cocacola in 2000 was around 6. Pemberton, an atlanta pharmacist, when he tried to. Marketing plan of coca cola company marketing essay. Cocacola is one of the worlds largest and most popular brand in beverage industry. This is not an example of the work produced by our essay writing service. Another strength of coca cola is that they have a strong marketing strategy, they sponsor many different events such as the olympics, organizations such as the national basketball association nba and national college athletic. Coca cola market plan and market research free essay example. Doc project report on marketing strategies of coca.
Coca colas pricing scheme is that the product cost is 45% of the total retail price. Business owners and leaders need an effective way to determine the viability and impact of their marketing investment. A little set of recommendations would assist accomplish coke attain greater highs as discussed below. Cocacolas share a coke were going to start this list with one of the best content marketing examples from a big brand coke. Communications experts praise cocacolas recent response to criticisms as an example of firstclass corporate crisis management. The product is controlled by the coca cola company, a. The cocacola company offers full transparency about diversity and inclusion, corporate governance and more. Read online or download coca cola marketing audit pdf file for free, get many pdf ebooks from our online library related with coca cola marketing audit pdf sales and marketing audit report sample. One of the best examples of industry analysis in beverage market is pepsico purchase. The cocacola brand is globally valued and recognized.
Coca cola is one of the most leading company in soft drink beverage industry. But this does not mean that cocacola does not have its differentiation strategy to overcome the whole market. Cocacola is launching a christmas ad that it hopes will unite the world in its largest ever festive marketing push. Page 11 cocacola asset management mergent online, 2014 dec. Doc strategic audit of the cocacola company ozgur onday. Internal factor evaluation ife of coca cola company. Dec 16, 2012 philippineslife ala cocacola 1991 coca cola is it. A marketing audit refers to a systematic analysis, evaluation, and interpretation of the business marketing environment. The objective of the project was to identify, for audit planning purposes, the risk factors of coca cola company of the beverage industry. The resultant international presence of coca cola is a direct outgrowth of the marriage of the advertising, direct marketing, as well as web based. Mar 30, 2020 the marketing and advertising cost of cocacola in 2000 was around 6. Marketing audit for coca cola enterprises uk essays. Coca cola has been leading the soft drink market around the world in the recent century due to its superior popularity and quality.
Cocacola is the worlds biggest softdrink company which manufactures and markets nonalcoholic drink focuses and syrups. Over the past decade, cocacola has been experiencing a decline in sales due to increasing health and obesity concerns. The coca cola has 400 brands in about 200 countries besides its namesake coca cola beverage. The company emphasized on a one brand approach which was quite unique from its previous strategies. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. General the cocacola company is the worlds largest nonalcoholic beverage company. However, cokes biggest ever uk summer campaign, which has seen the drinks company replace its branding with 150 of the countrys most popular names across 100 million packs, has moved consumer perception. Coca cola has combined its marketing and manufacturing efforts in order for it to have the ability to modify any of its products due to changes in the markets or volume demand.
Heres how coca cola keeps its marketing strategy focused. While pepsi and coke continue its cola battle, the dr. As of today, cocacola company is a wellrecognized and established company for soft drinks with its headquarters in atlanta, georgiachr. The coca cola company, for example, varies levels of sweetness, effervescence and package size according to local tastes and conditions. The coca cola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world.
Stay connected to your students with prezi video, now in microsoft teams. Specifically, they point to the wall street journal oped by cocacola ceo muhtar kent. Cocacola has long been the subject of criticism over issues ranging from health to the environment and recent figures suggest its sales growth is lagging behind pepsi in the uk. The company ranks top in nonalcoholic beverage industry and also in the marketing, distribution and production of its concentrated syrup. The coca cola company offers full transparency about diversity and inclusion, corporate governance and more. A soft drink giant, coca cola, is one such example which market aggressors since has been 1886. Project report on marketing strategies of coca cola submitted by acknowledgements. The coca cola brand is globally valued and recognized. Marketing audit 3 introduction cocacola was introduced back in 1886 in atlanta, which was invented by a pharmacist named dr. The cocacola company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Doc project report on marketing strategies of coca cola. The most famous soft drink in the world has done an amazing job of creating and maintaining its identity of a deliverer of happiness and unity. It contributes to the highest sales of soft drinks globally. Feb 25, 2015 the objective of the project was to identify, for audit planning purposes, the risk factors of coca cola company of the beverage industry.
Since its creation, cocacola has been widely recognised for providing refreshing carbonated beverages to consumers across the world. For years cocacola has been putting out innovative marketing campaigns that establish an emotional connection with their broad audience. It is best known for its flagship product, cocacola, and is. Effective marketing and business strategy therefore requires a segmentation of the market into homogeneous segments, an understanding of the needs and wants of these segments, the design of products and. Buka cocacola, buka semangat baru 1993 always coca cola philippines2010 open cocacola, start a new spirit 2004 coke ko to.
This keeps a check on both internal and external factors, the goals and objectives, principles, areas pertaining to problems and issues, etc. Its number one competitor, cocacola has positioned itself positively to focus on and satisfy the desires and needs of its consumers while preserving an image of value and genuineness to its consumers the cocacola company, 2014b. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states. Marketing audit 3 introduction coca cola was introduced back in 1886 in atlanta, which was invented by a pharmacist named dr. As all the products are nonalcohol and everyone can drink, cocacola targets the whole market rather than and particular segment of the population. In order to maintain distinguishable with the identity of their brand products coca cola has invested into their packaging. Cocacola is a prime example of a successful company that possesses a strong manufacturer brand. Coca cola currently has over 100,000 employees and is constantly growing as their brand is growing. Cocacola owns or licenses and market more than 500 nonalcoholic beverage. Cocacolas headquarters are in atlanta, georgia, in america. 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 cocacola that maintains the same taste.
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. Coke drinks appear almost everywhere from vending machines, convenient stores to coffee shops, restaurants in hundreds of nations worldwide and become such a prestige brand. For example, cocacola used online marketing specialist tacoda now owned by time warner to target specific behavioral segments for the mycoke. The project gave us handson experience with the procedures and techniques used in the audit engagement to audit planning phase. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops. The 4 ps of coca cola include the product, the price, the place and the promotions. Coca cola is one of the most recognized and beloved brands in the world the same world crying out about the ills of sugary soda on our increasingly rotund youth and children. Besides the popular cocacola and coke brands the business uses more than 500 brands in over 200 countries or areas and serves 1. Marketing audit for coca cola enterprises free essay. An evaluation of marketing strategies undertaken by coca cola. Coca cola is as well in the look for prospective companies which they can buy tem in, or enter into business agreements in order to expand its market t he target 60%. Mar 11, 2015 the resultant international presence of coca cola is a direct outgrowth of the marriage of the advertising, direct marketing, as well as web based interactive and social media marketing and sales. Get free access to pdf ebook marketing audit example from pdf ebook library get free access to pdf ebook coca cola marketing audit.
An example for such successful implementation of marketing strategy is coca cola. Marketing audit templates are great ways to determine the effectiveness of your marketing campaigns and work to date. The total advertisement expenditure per point of marketing share was 8. Independent auditors report to cocacola hbc ag report on the audit of the consolidated financial statements our opinion in our opinion, the consolidated financial statements give a true and fair view of the consolidated financial position of cocacola hbc ags. The company came under a storm of criticism after the new york times charged that cocacola was funding obesity research that attempted to disprove the. Coke as a brand in itself tries to substitute the entire soft drink. In this report, the terms the cocacola company, company, we, us and our mean the cocacola company and all entities included in our consolidated financial statements. In the history of the products, coca cola has created more. This strategy formulation tool summarizes and evaluates the major strengths and weaknesses in the functional areas of a business, and it also provide a basis. In 2016, cocacola announced a shift in is marketing strategy with its new taste the feeling campaign. Every existing business should undergo an internal or external marketing audit at least every 3 or 4 years. John s pemberton which he sold in a local atlanta pharmacy storechr. Furthermore, the company follows the mass marketing strategy. Over the past decade, coca cola has been experiencing a decline in sales due to increasing health and obesity concerns.