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Coca Cola Marketing

Marketing Strategy Coca Cola
BusinessManagementMarketing

Marketing Strategy of Coca Cola | Coca Cola Marketing

by Shamsul July 4, 2021

 

Marketing Strategy of Coca Cola | Coca Cola Marketing

 

In the beverage industry, Coca Cola is a leading name globally and operating in 200+ countries and territories. It sells a range of soft drinks and generating revenue from every region of the world. There is no doubt that Coca Cola has a strong brand image across the world. According to a survey, nearly 95 percent of the people in the world are aware of the company’s name and drinks. Due to Coca Cola Marketing, the brand gained immense popularity and recognition all over the world. In this article, we are going to share the important marketing strategies of Coca Cola.

Important Factors in the Marketing Strategy of Coca Cola:

Segmentation, Targeting and Positioning | Coca Cola Marketing

Just like any other company or brand, Coca Cola’s segmentation strategy is based on demographic, psychographic, and behavioral factors. They use specific segmentation strategies to market their products and attract users by introducing new products. They use both niche and undifferentiated marketing strategies to drive their sales in the market. From kids to youngsters and millennials, everyone is a fan of Coca Cola, and it is a universally liked drink. They offer a wide variety of beverages, including zero or diet coke for health-conscious people. The company utilizes a competitive positioning strategy in order to take the lead in the competitive market, especially in the non-alcoholic beverages industry.

Mission: The primary mission of Coca Cola is to refresh the world with its sparkling and still drinks. They want you to inspire your moments of happiness with its beverages. They want to create value in order to make a big difference and statement in the beverage industry.

Vision:

The vision of Coca Cola is to produce quality products in a sustainable way. They are investing in this segment in order to reduce its carbon footprint to achieve sustainability. They want to create a diverse range of products according to people’s demands and desires. The company is also collaborating with suppliers and stakeholders to create eternal relationships. They are also contributing towards sustainable goals. Profit is the main factor, and Coca Cola is hoping to increase its market share and value.

Competitive Advantage | Coca Cola Marketing

It is tough for any company to compete with Coca Cola due to its effective operations, diverse brand portfolio, and useful branding. Let’s discuss some important competitive advantages of Coca Cola.

Operations:

The company has subcontracted the bottling operation to the FEMSA. It is the largest bottling company which is directly helping the company in achieving crucial growth opportunities. It is a major competitive advantage that Coca Cola has over its competitors.

Cost Control:

Coca Cola has an effective and vast product portfolio which is directly helping the company to reduce its operational cost. In this way, they can increase their profitability and market share.

Brand Portfolio:

Coca Cola’s offerings are diverse in the beverage segment. They are operating in different markets. Customers can find various offerings, including soft drinks, iso-tonics, orangeades, milk, coffee, energy drinks, juices, bottled water, and more. They are also selling beer in Brazil and its territories.

Customer Relationship:

The company strongly believes in collaborative marketing and working. They have maintained strong relationships with customers, stakeholders, and suppliers to support their operations and work.

BCG Matrix | Coca Cola Marketing

Different products of Coca Cola hold specific positions in the BCG matrix. Maaza, Sprite, Fanta, and Thumbs-up are in the star category because of their uniqueness and taste.

Kinley is in the question mark category due to the presence of local and international players. Coca Cola is the cash cow of Coca Cola Group because of its immense popularity and emotional attachment with users. It is one of the most trusted brands in its product portfolio, and Pepsi is the main competitor in this segment. Tea, coffee, and diet options are dog because of their low sales and low popularity.

Distribution Strategy | Coca Cola Marketing

Coca Cola uses plenty of distribution models and sales strategies on a demographic basis. Thus, they utilize a pre-sale system that splits the delivery and sales functions. It gives a wonderful opportunity to Coca Cola to distribute and earn profits efficiently. Conventional truck route system is another distribution strategy that provides immediate stock to retailers directly from the inventory. They also use a hybrid distribution system, telemarketing system, and sales through third-party wholesalers.

Brand Equity | Coca Cola Marketing

Everyone can easily recognize Coca Cola’s white and red monogram. It is a popular brand and drinks. When it comes to brand equity, Coca Cola has wonderful brand equity due to its strong consumer base, human connections, effective distribution strategy, stories, associations, and memories. It is all due to the creative marketers and several board meetings. According to market experts, it is impossible to beat the market share and value of Coca Cola because of its strong position and huge popularity. The company celebrates your happiness and success by providing high-quality beverages that give extra charm to your parties and occasions.

Competitive Analysis | Coca Cola Marketing

Several alcoholic and non-alcoholic beverages are using the same objectives and marketing strategies. It means Coca Cola can take further lead by introducing little innovation in its offerings and marketing. In this way, they can effortlessly differentiate their offerings from others. However, Coca Cola is facing intense competition from local and global players like Pepsi. It is one of the single biggest competitors of the company with a diverse range of products and services.

Market Analysis | Coca Cola Marketing

Non-alcoholic beverages companies are currently multiplying due to the increasing demand for these drinks in Asian and African regions. The consumption of these beverages is really high due to lifestyle, buying habits, and economic conditions. In fact, the beverage market is overcrowded with carbonated soft drinks, teas, coffees, and other drinks. Customers are very loyal to their favorite brands and hardly prefer any other brand.

Customer Analysis | Coca Cola Marketing

As we have mentioned earlier, Coca Cola is a global brand, targeting customers on both differentiated and undifferentiated factors. Generally, Coca Cola specifically targets a mass industry. Customers always expect high quality and affordable prices, and that’s what exactly Coca Cola is doing.

 

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Read More:

Pepsi Marketing Strategy | Marketing Strategy of Pepsi

 PESTLE Analysis Coca Cola | Coca Cola PESTLE

SWOT Analysis of Coca Cola | Coca Cola SWOT Analysis

July 4, 2021 0 comment
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Coca Cola Marketing Strategy
BusinessMarketing

Coca Cola Marketing | Marketing of Coca Cola

by Shamsul September 29, 2019

Coca Cola is one of the most popular beverage producers and distributors with a huge network in more than 200 countries. It has a wide range of still and sparkling beverages. Coca Cola’s 80 % revenue comes from countries other than the USA. Coca Cola has strong brand recognition as more than 94 % of the world’s population knows about Coca Cola (Business Insider). Moreover, Coca Cola Marketing Plan is very aggressive and strong in all regional markets of the world.

Segmentation, Targeting & Position:

While talking about the Coca Cola and its Marketing Plan, it is necessary to focus on segmentation, targeting and position factors. Segmentation is a specialized technique allowing companies or producers to create products according to different types of customers. Coca Cola doesn’t use this conventional approach but it produces new products to catch the audience.

It utilizes a combination of targeting and non-targeting marketing strategies for its products in various corners of the world. For example, Cola product is famous worldwide and admired by almost all age groups. Coca Cola uses various marketing or promotion options to create more recognition using events, occasions, and others. Normally, this company faces high competition by the non-alcoholic beverage producers.

Coca Cola Marketing

Marketing mix: Study more about marketing mix.

SWOT Analysis: Get more details about Coca Cola’s SWOT analysis.

Mission: “The main task is to provide a healthy and safe beverage to all the consumers. Coca Cola always takes decisions to achieve the following targets.

  • Refreshing the world.
  • Inspire the moments of happiness and optimism.
  • To make difference and value.”

Vision: “The main vision of Coca Cola Company is to provide the best beverage to the people. It understands the demands of growing business worldwide. the company wants to win the race of competition by producing high quality healthy refreshing beverages for all consumers. It determines the vision on the basis of the following factors.

  • People: It produces the best employment opportunities for the people around the globe.
  • Portfolio: It is launching a portfolio of top quality beverages according to the demands and desires of consumers.
  • Partners: It is producing a great environment for the partner companies, individuals and groups. It has a big network of distributors, suppliers, and retailers. Together they want to achieve the best value.
  • Planet: It is trying to develop a sustainable approach worldwide. It helps the societies and communities to have a sustainable system which supports a sense of responsibility.
  • Profit: Just like other manufacturers, it also wants to maximize the profits in the long-term with the help of considerable advantages for everyone affiliated to it.
  • Productivity: It wants to be a highly active, lean and effective organization in the world.”

 

Coca Cola Marketing Plan

What are Competitive Benefits?

Coca Cola enjoys several competitive benefits because of the effective Marketing Plan. It has various edges such as cost control, operations, brand portfolio, customer relationship and channel marketing.

Operations: Coca Cola believes to produce more creativity around. It has developed FEMSA to produce the bottles for all operations. This is a significant approach allowing Coca Cola to focus on other operations to grow business. On the other hand, it also creates more employment opportunities for people around the globe.

Cost control: It has a special product portfolio, economies of scale and outsourcing operations helping to cut the overall production costs and maximizing the total revenue.

Strong brand portfolio: Coca Cola offers a wide and powerful portfolio of healthy beverages to consumers and helps them to explore the best taste. It tries to capture the new heights of growth in various markets. It produces soft drinks (carbonated), bottled water, iso-tonics, orangeades, juices, teas, milk, energy drinks, beer, and even coffee.

Collaborative customer relationship: Coca Cola strongly promotes the culture of effective and responsive customer support. It has high values for the stakeholders. It is now involved in macro as well as microeconomics of various countries. From manufacturing to bottling and distribution to retailers, Coca Cola is a big opportunity for a sustainable economy.

BCG Matrix in Coca Cola Marketing Plan

Depending on the demand and competitive status, Coca Cola captures varying levels in the BCG Matrix. The Star rating goes to Maaza, Fanta, and Sprite. These products are in high competition but these have a great demand and value in the markets.

Kinley is in the Question Mark category because of the considerable low sales. Coca Cola is still unable to give it proper recognition or attention in the markets because of the developed competitive products in the markets. This is why Kinley produces very low sales for it.

Cash Cow status goes to the main brand Coca Cola. Yes, it is a reason why we know this company. It has only one strong competitor Pepsi but it seems ahead in the markets worldwide.

Coffee, tea, and coke-diet are brands in the Dog category. These products are unable to have a reasonable attention level in the markets. These are under establishment brands and they will require long-term investments.

Distribution Strategy in Coca Cola Marketing Plan

The distribution policy of Coca Cola in its Marketing Plan has prominent attention. Coca Cola employs different sales & distribution models. They consider the local markets, customer’s profile and geographic conditions while choosing the sales & distribution strategies. Consider the following points when studying distribution approach in Marketing Plan of Coca Cola.

  1. Pre-sale system: It is best to create a difference between sales and delivery. It also enables the company to permit the trucks loaded with various types of Coca Cola products. Retailers order these trucks depending on the sale flow. This is an amazing method to improve sales as well as the distribution efficiency.
  2. Coca Cola appoints the drivers and in-charge of sales on each truck: This is a great method to understand the delivery routes, sales points, inventory monitoring, and revenue collection.
  3. Hybrid distribution system: It uses a mix of previous and current products orders to be delivered at the same time. This is done by using the same truck going to the specific direction.
  4. Telemarketing system: This combines with pre-sales visits and current sales orders by any wholesaler of a brand.

 

Coca Cola Marketing

Brand Equity in Coca Cola Marketing Plan

Coca Cola is a top-notch brand present in the minds of people around the globe. Talking about the Coca Cola’s brand equity reminds us of associations, relationships, memories, stories, connections, and even romance. These things are properly marketed by the marketing experts in their promotional videos, messages, and others.

Coca Cola has mastered in the utilization of these special factors. It is now among the top choices for the people around who want to buy the Coca Cola brands rather than another substitute even if less expensive. Coca Cola tries to link its marketing strategies to human experiences, happiness, good life and positivity. They use Top of Mind Awareness (TOMA) to create more awareness about various brands.

Competitive Analysis in Coca Cola Marketing Plan

It is impossible to complete the study of Coca Cola Marketing Plan without focusing on the competitive analysis. Coca Cola faces competition by the huge manufacturers having a solid ground in the markets everywhere. They require innovation, objectives and creative marketing plans to go ahead. Coca Cola significantly uses the creative state of the art strategies to stay prominent in the markets. It is very helpful for marketing specialists to see the new moves of Coca Cola in different regions. Coca Cola has won the competition with international competitors but it still faces strong threats from different local brands. There are nations with a mind to prefer local brands over international brands. Pepsi is the only international player trying to have a competition with Coca Cola in the world.

Market Analysis in Coca Cola Marketing Plan

Finally, it is necessary to see the marketing analysis in Coca Cola’s Marketing Plan. Beverage industry (non-alcoholic) is growing with rapid speed in the world. The new targets of these companies are Asian and African markets where local manufacturers are unable to feel with the standard production systems. Coca Cola is a top case to study the local economies. It is changing the buying habits, lifestyle and local economic situations. This beverage comes with huge choices including Cola, Kinley, coffee, tea, juices and more.

It makes the buyers purchase the Coca Cola brands even if they have the option to buy a less expensive alternative. Now doubts, brands of this company are in different BCG Matrix and not all have equal popularity but there is potential for each brand. Coca Cola is trying to create awareness about all the products. It doesn’t leave any reason for customers to switch when they come to departmental stores.

Remember, the customer analysis is another essential factor of the Marketing Plan of any company. Coca Cola Marketing Plan always gives a high preference to customer’s expectations. It usually tries to keep the prices low. However, there is no compromise on product standards and quality. On the other hand, it also gives special attention to the distribution and delivery of different brands. This makes customers access the best tastes easily.

September 29, 2019 15 comments
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