Coca-Cola's Marketing Strategies and Analysis

The assignment delves into Coca-Cola's successful marketing strategies, highlighting their emphasis on value positioning, salient attributes, competition, and symbolism. It further explores various marketing strategies employed by the company, such as distribution, brand equity management, and market analysis. The analysis also touches upon control and evaluation techniques used by Coca-Cola to measure the effectiveness of their marketing plan.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P3 Comparison of marketing mix of Coca Cola and Pepsi Co...................................................1
P2 Marketing plan of Coca cola..................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
In modern world, marketing department plays an essential role when it comes to attain
desired goals and objectives. Under this report, Coca Cola has been taken which was introduced
in business market for the first time in the year of 1886 by John Pemberton (Morgan, 2012).
Report will show comparison of marketing of Coca Cola and Pepsi Co.. Along with this, it will
also put light on marketing plan in order to gain competitive advantages.
TASK 1
P3 Comparison of marketing mix of Coca Cola and Pepsi Co.
When it comes to gain competitive advantages, it has been located that marketing mix
can be considered as the best tool. This can be taken under in use in order to make effective
decisions. Proper conduction of this tool can lead companies to face any sort of risks where they
can give high competition as well to rivals. In initial years of Coca Cola, John Permberton did
not saw the success of Coca Cola and died in 1888 and then after that it was sold to Asa G.
Candler who finally expanded business of this organisation and generated carbonated drinks as
well. Pepsi Co. which is one of major competitor of Coca Cola. 7Ps of Marketing-mix of both of
these organisations are done below:
Basis Coca Cola Pepsi Co.
Product Organisation is having a wide
portfolio within beverages which is
having a 3300 goods. It is divided
into various items like as coffee, tea,
fruit drinks, water, energy drinks,
100% fruit juice and many more. It is
having its presence in more than 200
nations (Ratiu and Avram, 2013).
Majorly, Pepsi Co. deals in two
sections and these are beverages and
food products. Some of its products
are: 7Up, Duke, Mirinda, Mountain
dew, Pepsi, Slice, Tropicana, Cheetos
and Lays that can be taken under in
use.
Price Organisation is having a wide range
of goods, they had accomplished
pricing as per geographic as well as
market segment. Sub-brands are
Prices of different products stays
much related to other company goods.
Sometimes they also gives many
promotional discounts in order to
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having a various strategy of pricing.
It is mainly based on their
competitors pricing.
raise sales of items.
Place It is an worlds popular brand which
is available within the nations. Coca
Cola is having a distribution system
which follows the fast moving
consumers goods pattern of
distribution.
Distributional process of Pepsi Co. is
very huge in nature in many countries.
This has helped them in delivering
products to different retailers,
restaurants, hotels and many other
places where they can reach to
customers easily (Rollins, Nickell
and Ennis, 2014).
Promotion Coca Cola is using several strategies
for promoting their goods are
advertising through televisions,
social media, hoarding etc. It is used
for attracting new customers as well
increasing the market demand. It is
mainly advertise in an specific
occasions or festivals by general
positive message to their customers.
They also use celebrity in their
advertisement which help in
grabbing higher numbers of
customers (Satit and et. al., 2012).
Pepsi Co.. which is one of strongest
brand image mostly believes in
promoting their products and services.
They use famous faces in order to
promote their items which are being
offered by them to public. Along with
this, they also use many attractive
slogans while promoting.
People This brands development is
rewarding system as well as quality
motivation to understand their needs
of workers. They differentiate non-
financial and monetary incentives.
Indra K. Nooyi who is President of
Pepsi Co. and in recent times, Steven
S Reinemund was promoted as
chairman of BOD of this company.
Process Coca Cola is having a set of Pepsi Co. is being considered as one
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intermediaries of marketing which
produce link together for providing
goods to end user. It is depend on
goods producing techniques and
nature of market that they can add
more link within produces and
buyers.
of famous brand in all over world
which follows a process of removing
high fructose corn syrup (HFCS) from
both the traditional in order to keep
public healthy.
Physical
evidence
Coca Cola is having a physical
evidence as their way of packaging,
brochures, paperwork and internet
pages. It has been strictly said that
there is no attributes of physical to
their services, so a buyers tends to
relate on the cues of materials.
This organisation having an unique
sort of packaging philosophy where
reduce, reuse, recycle, remove and
renew. This has influenced many
people toward products of Pepsi Co .
P4 Marketing plan of Coca cola
Executive summary: John Pemberton is a founder of Coca cola. He is pharmacist with
lot of curiosity to do something which are not done before in order to get commercial success.
They make combination of fragrant, caramel colours liquid and carbonated water. He offer it to
people and get positive positives. This is how Coca cola has came into existence in the world. In
the year 1888 they sell it to others. Company has hire some person to make bottle of Coca cola
due to less attractiveness of product. They are develop innovative bottle design which patent by
company.
Vision and Mission: Vision statement of Coca cola firm is “ Remind firm brand is a
reading work or things but organisation motto is changed 'To refresh and benefits provide to
every one individual who has touch our firm'”. Mission is provide best quality product and taste
to all consumers. Organisation all staff members should be on top as well as priority.
Goals and objectives: The main objectives of Coca cola is supply their product to every
one and make that favourite drink through this they are satisfy all clients wants and needs
effectively (Sheth and Sisodia, 2015). One the main goal is earn profits and distribute it into
shareholder in order to increase market share value.
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SWOT of Coca cola: Strength, weakness, opportunity and threat of Coca shows what is their
core competences and weakness those affect their growth negatively. Strengths: Coca-cola is awarded as a highest brand equity in 2011. Organisation has
made its top position within a market. This brand is having a large numbers of fans due to
having a best taste as well as it is typical to find its substitute of it. At current firms is
having a 200 nations across the globe. Weakness: This brand is having their rivals of two brand is pepsi and immense which
will never give up easily within a market. Coca-cola organisation earns owns assets,
revenue, incurs liabilities and pays expenses within nations by using various currencies.
Pepsi had made a perfect move over different product line of snacks segment which is
missed by Coca-cola (Taneja and Toombs, 2014). Opportunities: Coca-cola ensure for earning a better revenue from previews buyers by
selling their goods across the countries. It is having a top presence within developing
countries. Along with that it is also moving towards healthy beverages.
 Threats: Coca-cola is having threat of water. Organisation threats is a increasing a vast
scarcity of water. Peoples are shifting towards the organic as well as natural goods. It is
true that Coca-cola contains late in it.
STP of Coca cola: STP stated for segmentation, targeting and positioning. Through this,
firm are able to identify which kind of buyer they have and what is their thinking about particular
things or firm. Segmentation: It should be done on the basis of geography, demographic, psycho graphic
etc. and Coca cola has implemented all these strategies in order to increase reachability in
each one section. Targeting: All kind of clients like professional, student, old age person, joint family,
individual travellers and many more. Management of Coca cola has identify new target
market in order to increase reachability in all location rural as well as urban. Positioning: They build positive brand image in customer eye by offer them product at
economic price (Tariq, 2013). Coca cola position their drink by value, salient attributes,
competition and symbol.
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Marketing strategies: Management of Coca cola has develop different kind of strategies
like distribution, brand equity, competition, market analysis and many more in order to achieve
firm determine goals and objectives in limited period of time effectively.
Control and evaluation: In order to evaluate marketing plan there are several different
techniques are available like analysis how many sales are increase after implementation of
marketing plan, how much growth are notified in market share. A part from this, cost
profitability ratio is a one of most useable method at market place, in this what is they per
product cost as well as selling price, gap between both shows profits or losses.
CONCLUSION
From above mentioned report, it has been concluded that Coca Cola have made
$22,154,000 as gross profit with the help of serving concentrated soft drinks to customers.
Effective plan and marketing mix are two major elements that can be taken under in use by this
firm in order to gain many competitive advantages.
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REFERENCES
Books and Journals
Morgan, N. A., 2012. Marketing and business performance. Journal of the Academy of
Marketing Science. 40(1). pp.102-119.
Ratiu, M. P. and Avram, E. M., 2013. Optimizing the marketing mix-an essential element in
developing competitive strategies in the field of higher education. Romanian economic
and business review. 8(1). p.57.
Rollins, M., Nickell, D. and Ennis, J., 2014. The impact of economic downturns on marketing.
Journal of Business Research. 67(1). pp.2727-2731.
Satit, R. P. and et. al., 2012. The relationship between marketing mix and customer decision-
making over travel agents: An empirical study. International Journal of Academic
Research in Business and Social Sciences. 2(6). p.522.
Sheth, J. N. and Sisodia, R. S., 2015. Does marketing need reform?: Fresh perspectives on the
future. Routledge.
Taneja, S. and Toombs, L., 2014. Putting a face on small businesses: Visibility, viability, and
sustainability the impact of social media on small business marketing. Academy of
Marketing Studies Journal. 18(1). p.249.
Tariq, A., 2013. The effect of market uncertainty and strategic feedback systems on emergent
marketing strategies & performance in Pakistan. International review of management
and business research. 2(3). p.713.
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