Understanding Marketing Strategies of Coca-Cola through Special Events

This report analyzes the marketing strategies of Coca-Cola through special events like Coca-Cola POP-UP store Sarajevo and Positivus 2015. It also examines the 4 P's of marketing in relation to Coca-Cola and discusses the STP for the new event and risk management.

RUNNING HEAD: UNDERSTANDING MARKETING 0
UNDERSTANDING MARKETING
COCA-COLA

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Table of Contents
Introduction.................................................................................................................................................2
Special events..............................................................................................................................................2
Size..........................................................................................................................................................2
Form........................................................................................................................................................2
Contents-.................................................................................................................................................3
Marketing activities, Event strategy............................................................................................................3
Marketing Mix.............................................................................................................................................3
Product....................................................................................................................................................3
Place........................................................................................................................................................4
Price.........................................................................................................................................................4
Promotion................................................................................................................................................4
Outdoor open-air event................................................................................................................................4
Segmentation, Targeting, Positioning (STP)...........................................................................................4
Segmentation...........................................................................................................................................5
Targeting.................................................................................................................................................5
Positioning...............................................................................................................................................5
Risk Management........................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................6
Appendices..................................................................................................................................................7
3 P’s of Marketing Mix...........................................................................................................................8
People..................................................................................................................................................8
Physical Evidence................................................................................................................................8
Process.................................................................................................................................................8

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Introduction
The Coca-Cola is a multinational company of America; it was founded in the year 1892. It is in the
industry of beverage, the Company is well- known for the product of Coca-Cola. The headquarters of the
company is situated in US; in the year 2018 the revenue earned by the company was $31.85 billion. The
number of employees working the company was 62,000 in the year 2018 (Anon., 2019). In this report the
definition of the special events is discussed and the marketing strategies company used by the way of
events is analyzed like Coca-Cola POP- UP store Sarajevo, this strategy also helps the company in
general marketing. In this report the 4 P’s of marketing in relation to Coca- Cola is also examined, which
shows that company makes various initiatives to promote the product. The STP for the new event is also
discussed and in this risk associated while organizing the event.
Special events
The special refers to the non routine activity which takes place within the society and bring
together a large number of people. These events activities of the industry broadly consist of
private events, sporting events, public events, and fairs & festivals. These events are considered
‘special’ events because they are outside of the host’s normal business, program, or activity.
Special events are generally hospitality or entertainment-based, and are therefore of a social,
rather than business, nature. These events conducted by the many companies for the purpose of
marketing, advertising, promotion, and sales (Berners, 2018).
The special events are classified on the basis of:-
Size- The biggest events are known as Mega Event, these types of events usually targeted to the
global marketplace. This type of events takes longer duration that is several weeks like Olympic
Games. The major event creates the social connection by celebrating international culture for
example A Waka Odyssey. The Hallmark events are planned to enhance the appeal of a
particular region. The community event is the activity, which brings all the people jointly in the
community, these events include Memorial Day, New Year day.
Form- There is various forms of events which include communication of brand event like
openings, fashion shows. The Government events like Presidential inaugurations, festivals in
town (Nuñez & Vendrell, 2016).

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Contents- The special events includes Fairs, Air and Aquatic events, Concerts, Festivals, Private
events like Birthday, weeding.
Marketing activities, Event strategy
It refers to the long term planning approach, which help the company to take competitive
advantage. This strategy is used to provide information about the product to target audience.
Coca-Cola use various marketing strategies by way of Events to promote the brand that is in the
year 2015, company organized the Coca-Cola POP- UP store Sarajevo, this event is organized in
the August from 14th to 22nd, in this event visitors has the opportunity to visit the store of POP-
UP and take few of Coca-Cola as well as gifts (Ireland et al., 2019). This event helps the general
marketing of Coca-Cola by increasing promotion as well as promoting the sales; through this the
revenue earned by Coca-Cola was 43.7 billion (Bragg et al., 2018). The other event Positivus
2015, is organized by Coca-Cola, it is the largest live festival of music in Latvia to illustrate the
brand of Coca-Cola in a contemporary way as well as to make close connection with the
customers by communicating the campaign for marketing the brand by conveying the message
of Kiss for Happiness. This event also helps in general marketing of market segmentation by
targeting the young audience as well as establishing the brand and increasing relationship with
the consumers by communicating about the brand.
Marketing Mix
It is considered the base model of the company; it is defined as technique of marketing that the
company uses to pursue the objective of marketing in the market which is targeted. Therefore the
strategies of marketing mix refers mainly to the 4 wide level of decision related to marketing
which includes product, pricing strategy, place for offering product as well as promotion to
inform the product to the target audience (Bolland, 2017).
Product
It refers to an item, which is manufactured according to the needs and requirements of the
customers to provide satisfaction to the customers, the product can be in any form either tangible
as well as intangible. Coca-Cola provides nearly 3900 choices in the beverages; however Coca-
Cola is considered the well-known brand. The company also offers products like Sprite, Fanta,

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Coca-Cola Zero as well as Minute Maid, which is the brand of juice acquired by the company in
the year 1960 (Singh & Sahin, 2017).
Place
It is related to the distribution as well as placement of the product, company place the product in
such a manner, that it can be easily accessible to the consumers (Chernev, 2018). Coca- Cola sell
the product in more than two hundred nation across six operating regions, which includes Africa,
Europe, North America, Latin America etc.
Price
It is considered the sum total amount, which consumers agree to pay in exchange of goods and
services; it is the most significant aspect for developing the plan about marketing the product.
Pepsi is considered to be the main competitor of Coca- Cola, so company keep the competitive
price which is neither high or low, so that consumer will not think of low quality product, that is
in the year 2019, the price of Coca- Cola 20 oz Bottle is $1.99. The customer is motivated by the
loyalty of brand (McMullen et al., 2018).
Promotion
It helps the company to boost the image of the brand in the eyes of the customers. Coca- Cola
operate in environment, which is highly competitive, the company spend $4 billion in the year
2016 in marketing. In 2016, company introduced campaign of Taste the feeling, the company
also promotes the product in TV ads, and the Company also has more of advertising videos in the
official channel of YouTube (Hamish, 2016).
Outdoor open-air event
Segmentation, Targeting, Positioning (STP)
It refers to the broad structure, which helps the company in simplification as well as also
summarizes the produce of market segmentation, in this market and target audience is segmented
according to the range of the company (Ansoff, 2016).

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Segmentation
In this segmentation of market is done, it includes all the activities like selection, classification,
as well as appliance of the market which needs to be segmented. Coca- Cola, for the new event
company can segment on the basis of geographic it can segmented in Europe because of the
higher revenue earned by the food & beverages companies, which is $33,203m in the year 2019.
It can also segment in the country of North America because consumer spends 14% of
expenditure in beverages consumption (Coburn & McCafferty, 2016). On the basis of
demographics, company can target mainly to the male population because male is more attracted
towards beverages as compared to female, on the basis of place, company can segment in
cinemas as well as railway station.
Targeting
It refers to the procedure of selecting the target market as well as audience, which is considered
more profitable, after the segmentation, selection is made out of the whole segment. For the new
event company can target mainly to the young generation that is up to the age of 10-25 because
youngster are more attracted towards attending the events, it is also considered profitable
because more of the young population in the country of Europe that is 33.0% (Coburn &
McCafferty, 2016).
Positioning
It is the procedure which deals with placing the product in the mind of the buyer, it shows how
the consumer see your product, it is considered very significant step because through company
can take competitive advantage (Bolland, 2017). In the new event company can use the
presentations to provide full information about the product as well as it can also provide free trial
to the consumers.
Risk Management
Coca- Cola plans to promote their brand, due to this various risk associated with an outdoor
event that is the threat of reputation, which is based on the reviews by the consumers, loss of
Financial because of large amount of investment is done in organizing the event. The other risks
related to the damage of the facilities as well as equipments used in organizing events like sound
and video equipments , Injury to the players who all are organizing an event of Coca-Cola,

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Workers gets over-stressed due to many responsibilities as well as arrangements (Baker &
Filbeck, 2015). To manage the risk company can use the channels of risk management, which
includes health and safety, in this all the details regarding the officers of environmental health,
detail of supervisor who is organizing the event is made. In this health and safety, plan is also
made about the alternative options of water as well as power during failure and also process is
made for grievance handling. The company can also control the crowd by playing soft music and
serving the food as well as beverages in their respective seats, for managing the crowd Coca-
Cola can also involve police. Coca- Cola while organizing the event, notify the services of fire
due to material used which is hazardous like lighting for decorating, the company to manage the
risk also set the security to manage the crowd in proper manner as well as in controlling the
incidents for keeping the check in all the activities of event.
Conclusion
From the above it conclude that, Coca-Cola use various marketing strategy to promote the brand,
company done the marketing strategy by a way of event, which increase the sale of the company.
Coca- Cola use marketing mix strategy by offering products like Coca- Cola, Sprite etc. The
company keeps the competitive price and promote through TV ads, social media. From above it
also conclude, for the new event plan, company can segment on the basis of geographical region
and can target young generation; it can also provide free trial to the customer to promote the
product. Further many risk associate while organizing the event, which can be managed by
health and security, crowd control.

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References
Anon., 2019. Coca-Cola. [Online] Available at: https://www.coca-cola.com/ [Accessed 9 Augustus
2019].
Ansoff, H.I., 2016. Strategic Management. Germany: Springer.
Baker, H.K. & Filbeck, G., 2015. Investment Risk Management. Oxford: Oxford University Press.
Berners, P., 2018. The Practical Guide to Managing Event Venues. Abingdon: Routledge.
Bolland, E.J., 2017. Comprehensive Strategic Management: A Guide for Students, Insight for Managers.
Bingley: Emerald Group Publishing.
Bragg, M.A. et al., 2018. Marketing food and beverages to youth through sports. Journal of Adolescent
Health, 62(1).
Chernev, A., 2018. Strategic Marketing Management, 9th Edition. Chicago: Cerebellum Press.
Coburn, A. & McCafferty, P., 2016. The Real Olympic Games: Sponsorship, Schools, and the Olympics
—the Case of Coca-Cola." Taboo. The Journal of Culture and Education , 15(1).
Hamish, B., 2016. The business of peace: Coca-Cola's contribution to stability, growth, and optimism.
Business Horizons, 59(5).
Ireland, R. et al., 2019. Commercial determinants of health: advertising of alcohol and unhealthy foods
during sporting events. Bulletin of the World Health Organization, 97(4).
McMullen, Jeffery, S. & Bergman Jr, B.J., 2018. The promise and problems of price subsidization in
social entrepreneurship. Business Horizons, 61(4).
Nuñez, E. & Vendrell, E.G., 2016. Managing Critical Incidents and Large-Scale Event Security. Boca
Raton: CRC Press.
Singh, U.S. & Sahin, O., 2017. Measuring the Effectiveness of Sales Promotion Activities on Brand
Loyalty A Study on COCA COLA. International Journal of Social Sciences and Educational Studies,
3(3).

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Appendices
Source: (Chernev, 2018)
3 P’s of Marketing Mix
People
The company relay on the people, who operate the business which includes managers, directors.
It is considered important component of the company, the line managers, executive conduct
operations of Coca-Cola (Berners, 2018). The company empowered 5 million women up to the
year 2019. The company is listed one out of top fifty other companies for the diversity in the
year 2016.
Physical Evidence
The company provides evidence of physical to the consumers; Coca- Cola by offering several
choices, products, currently and the company provides more options with different size of
package like Coca- Cola, Fanta, Sprite (Anon., 2019).
Process
The product delivery is considered significant component, Coca-Cola process moves from
ingredients like water, sweetener to washing, after washing mixing takes place, after mixing the
product is filled capped, labeled, coded, inspected as well as packed.

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Source: (Berners, 2018)