Overview of the organisation and its product

This presentation provides an overview of the organization and its product, Coke. It includes information about the revenue, sugar content, color, and logo of Coke. The presentation also explains the STP (Segmentation, Targeting, Positioning) strategy of Coke and its target customer segments. Additionally, it provides recommendations for the marketing mix of Coke, including product, price, place, promotion, physical evidence, people, and productivity.

Marketing
Management

Overview of the
organisation and its product
 Coke is a soft drink product of Coca-Cola company. It is an
beverage company which operates in beverage industry.
 The company earns the $41,000,000,000
 It has 7 cubes of sugar
 It is in black colour and strong in taste
 COKE is written on red paper which is considered as the logo of
the product

STP
STP stands for
segmentation,
Targeting and
Positioning
Segmentation
Potential markets
for promoting
and selling the
product
• Demographic
• Geographic

STP
Target
 Distinct marketing
campaigns to appeal
 Segment to target with
upcoming campaigns

STP
Positioning
 Alignment of
products
 Makes the
different
from
competitors.

STP of Coke
Segmentation Segmentation criteria Target Customer Segment
Geographic Region Coke product is available in all
countries but the main target of the
product are those countries and
states of US that have large number
of youngsters
Density Urban/ rural areas
Age Target family
Main target 10-35 years
Above 35 years also drink it
Demographic Gender Male, Female and others
Occupation Not necessary but more preference is
given to Students, and youngsters
Life Cycle Stage Expire date is mentioned on the
manufacturing basis
Loyalty Providing the quality of services to
consumers and satisfy its demand and needs
helps to enhance, brand loyalty
Behavioural Behaviour It target those consumers who are prefers fast
food and also less health conscious
Psychographic Social class, lifestyle It serves the services to all class but mainly
target the higher and middle Class people so
that they can easily afford its prices

Consumer profile
 Teenagers are the main consumers of the
product
 It does not wait for cooking food and
spending time in preparation
 They live in dream world that’s is why,
they wants a high standard life
 15-30 age
 Prefers to shows high personality and
attitude
 Less price conscious

Recommendation (Positioning Statement)


Recommendation
(Marketing Mix)
Product
 Marketing campaigns
 Quality and
packaging
Price
• Low cost strategy
• All three classes such
lower, upper and
middle class

Recommendation
(Marketing Mix)
Process
 Strong Supply chain
 Agents,
 retailers,
 supermarkets,
 small shops
 Online platforms

Recommendation
(Marketing Mix)
Place
 Various number of young people
 India, Australia, UK, Italy, China and France

Recommendation
(Marketing Mix)
Promotion
• Digital technology such as YouTube, social media, and
others
• Advertisement on television or by radio
• It spent 4000,000,000 on advertisement and public image
• Creative and innovative campaigns
• Campaigns on occasion as per its last year campaign of
Santa clause
Physical evidence
 Bills
 Electronic chips

Recommendation
(Marketing Mix)
People
 All age
 Main target is youngster
 Less health conscious consumer
Productivity
 High quality of Taste
 Attractive packaging such as consumers name on labels
 Sharing cokes bottles

References
 Schlegelmilch, & Bodo B. (2016)."Segmenting Targeting and
Positioning in Global Markets." In Global Marketing Strategy, pp.
63-82. Springer, Cham,
 Shareef, Mahmud Akhter, Yogesh K. Dwivedi, & Vinod Kumar.
(2016). "Target Marketing and Development of the
Communication Channel." In Mobile Marketing Channel, pp. 103-
119. Springer, Cham.
 Wheelen, Thomas L., J. David Hunger, Alan N. Hoffman, &
Charles E. Bamford. (2017). Strategic management and business
policy. Pearson.
 Coca-Cola. 2018. “Our company”. Retrieved from:
https://www.coca-colacompany.com/our-compan/y
 Coca-Cola. 2018. “Our Products”. Retrieved from:
https://www.coca-colaproductfacts.com/en/products/

References
 Hamzah, Stefani B., & J. E. Sutanto. (2016). "The Role of Marketing
Mix (7P) for Consumer Buying Decision Pastry Cake in Malang City."
 Lovelock, Christopher, and Paul Patterson. 2015. Services marketing.
Pearson Australia.
 Wheelen, Thomas L., J. David Hunger, Alan N. Hoffman,& Charles E.
Bamford. (2017)Strategic management and business policy. Pearson.
 Phillips, Angus. (2016) "How books are positioned in the market:
Reading the cover." In Judging a Book by its Cover, pp. 41-52.
Routledge.
 Huang, Rong, & Emine Sarigöllü. (2014)"How brand awareness
relates to market outcome, brand equity, and the marketing mix." In
Fashion Branding and Consumer Behaviors, pp. 113-132. Springer,
New York.

References
 Stark, John. (2015) "Product lifecycle management." In
Product Lifecycle Management (Volume 1), pp. 1-29.
Springer, Cham