Advanced Marketing Strategies for Coca Cola's Gold Peak Tea

This presentation discusses the marketing strategies used by Coca Cola for their Gold Peak Tea product. It covers the company's mission, vision, values, target audience, competition, marketing mix, and strategic planning process. The presentation also includes references for further reading.

Advanced Marketing
Strategies
Author’s Name

Company and Product Selection
 The company chosen for this project is the Coca Cola Company
 The product selected is Gold Peak Tea

Research on the Company
 Mission: as mentioned on the company website, the
mission of the company is to offer refreshments,
inspire happiness and make a difference in the lives of
the people
 Vision: to achieve the mission in focus and work
towards a sustainable business practice.
 Values: the values include ensuring that there is
accountability for every action, diversification of the
offerings, integrity and innovation

Primary Source of Competition – Role
Played in Product’s Success
 The source of competition are as follows:
 Nestle
 Pepsico
 Parle
 The role played by the competitors in the success of the
product is the inability to offer the high quality of ice tea
that is being provided by Coca Cola Company. There is
very little competition posed by the other brands in this
area of function (Mayureshnikam and Patil, 2018).

Target Audience
 Individuals from all age groups
 Individual from all aspects of the society
 Supply to retailers
 Supply to corporate events
 Association with other brands for the selling of
the products (Paracha, Waqas, Khan and
Ahmad, 2012)

Marketing Mix and Alignment with
Objectives
 The marketing mix of the company is discussed as follows:
 Product: diverse range of products such as aerated drinks, coffee based
drinks, sugar specific drinks, tea based drinks, mineral water etc.
 Price: the prices are justified and competitive in order to fight competition and
offer products to all parts of the society irrespective of income status
 Place: global platforms are used for the promotions to be carried out. It is a
multinational brand
 Promotion: online channels and offline strategies both are adopted.
 The marketing mix is in constant alignment with the company objectives
as it vouches to penetrate in the market as a diversified brand and
offers products that are suitable for every individual in the society. For
example, the marketing mix states the availability of diversified brands
and the vision matches up to the same.
 The company states that it is a global brand and hence its place of
function and marketing is global as well.

Strategic Marketing Planning Process
 The steps that are the most crucial in the strategic marketing planning
process of Coca Cola are:
 Analysis of the company position in the market
 Evaluation of the strategies, modification in accordance with the information
gained and repeating the whole process of strategic marketing planning
process formation.

References
 Mayureshnikam and Patil, V. V. (2018). Marketing Strategy of Coca Cola.
IOSR Journal of Business and Management. Pp 75-85.
 Paracha, A. M., Waqas, M., Khan, A. R. and Ahmad, S. (2012). Consumer
Preferences Coca Cola Versus Pepsi-Cola. Global Journal of Management
and Business Research. Vol 12.
 Vrontis, D. and Sharp, I. (2013). The Strategic Positioning of Coca Cola in
their Global Marketing Operation. The Marketing Review. Vol 3(3). Pp
289-309.