Analysis of Coca-Cola's Marketing & Communications in Digital World

This report provides a comprehensive analysis of Coca-Cola's marketing and communication strategies in the digital world. It begins by examining the traditional marketing mix elements—product, price, place, and promotion—and their application by Coca-Cola, highlighting the company's advertising campaigns, pricing strategies, product portfolio, and distribution network. The report discusses the impacts of these strategies, including issues related to consistency and the benefits of cost differentiation. It further explores Coca-Cola's innovative marketing approaches, such as cross-promotions with Netflix's 'Stranger Things,' to revitalize brand perception. The research plan outlines the company's mission, vision, and marketing objectives, emphasizing its commitment to sustainability and social responsibility. The report also includes a situational analysis, marketing strategy, and implementation and regulation aspects, providing a holistic view of Coca-Cola's marketing endeavors and their role as a media giant in the beverage industry. This document is available on Desklib, where students can find a wide range of past papers and solved assignments.

Marketing & Communications in a
Digital World
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Table of Contents
Introduction......................................................................................................................................3
Part one............................................................................................................................................3
Marketing mix.............................................................................................................................3
Impacts.........................................................................................................................................4
Part two............................................................................................................................................5
Part three..........................................................................................................................................6
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
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Introduction
There are many beverages and soft drinks brands around the globe but among them, Coca-Cola
has earned a spot as a media giant in this sector and ruling it for a long time and it is basic to
understand that when a business organization expands it has to opt different marketing strategies
for its growth and to maintain the top position in the market and further in this report the light it
ought to be thrown at the marketing strategies of the Coca-Cola and the use of all marketing mix
in its policies and strategies and for detailed explanation and understanding research is done on
the requirements of the business organization with the negative and positive impacts of their
marketing strategy and for proper implementation of the relaunch plan of the business
organization a research plan is also made with detailed explanation with the use of facts, figures,
and charts (Maani, 2019).
Part one
Marketing mix
An organization's key model, generally fixated on an item, estimating, spot, and advancement is
alluded to as the "showcasing blend." The premarketing mix is characterized collectively by
showcasing systems utilized by a business to meet its showcasing objectives in an objective
market.In this manner, it gives a complete outline of the showcasing and business designs that
encompass an organization (Arab, 2018).
 Promotion in Coca-Cola - The business likewise began its promoting effort called Taste
the Inclination in 2016, which was a major takeoff from its earlier showcasing procedure.
Coca-Cola has expanded its publicizing on a few virtual entertainment stages
notwithstanding TV and open air promoting drives. The organization's online
entertainment profiles are utilized to communicate with adherents and fans and to draw in
with clients on the grounds that computerized showcasing is one of the most
contemporary techniques for item advancement. In excess of 1,250 limited time films are
accessible so that clients might see them on the organization's true YouTube channel.
Through its online entertainment channels, Coca-Cola desires to work on its remaining in
the market as rivalry develops more savage.Notwithstanding the standard publicizing
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efforts, Coca-Cola puts resources into CSR and supportability to make a reasonable
modern organization and production network.
 Price - Business advertisers can browse an assortment of evaluating techniques, including
misfortune pioneer estimating, biased evaluating, esteem valuing, and cost-in addition to
estimating. Pepsi is Coca-fundamental Cola's worldwide rival. The two organizations
give equivalent costs to their merchandise. Considering this, it very well might be
guaranteed that Coca-value Cola's methodology is serious. Considering that its item costs
are not restrictively costly for most of the purchasers, a few onlookers fight that Coca-
Cola likewise utilizes esteem estimating. However, nor are the estimates, which would
have given the buyers the feeling that the merchandise was of substandard quality. It is
critical to recall that evaluating could contrast from one country to another and city to
city.
 Product - With 3300 things, the firm flaunts the biggest portfolio in the drink area. Drinks
are separated into classifications, for example, diet, 100 percent natural product juice,
organic product drinks, water, caffeinated beverages, tea, and espresso, among others.
The No. 1 brand in shining beverages, squeeze, and retail filtered water in 2010 is Coca-
Cola, as per Nielson measurements. Around 200 countries have markets where Coca-
Cola is available. Fanta, Maaza, Limca, Sprite, Thums up, Minute Housekeeper, Nimbu
new, and settled chilled tea are a portion of the Coca-Cola brands accessible in India.
 Place - There are in excess of 200 countries and domains where Coca-Cola is sold. With
over 135 years in activity, Coca-Cola has a sizable and wide dispersion organization. Its
six functional geographic locales are as per the following: Eurasia, Africa, North
America, Europe, Latin America, and the Pacific. Coca-Cola relies upon its packaging
accomplices for the bundling and dispersion of its products, as was at that point noted.
The piece of the pie of the top American producers of carbonated soda pops is shown in
the diagram underneath. A glaring business sector pioneer has forever been Coca-Cola.
Impacts
With many bottlers selling Coca-Cola around the country, the firm is having issues keeping up
with consistency in its jugs. Subsequently, we can decide the homogeneity of the things'
appearance. This is because the assortment of container plans helps with understanding what
help your item or administration might give to clients. Supports making a beneficial item
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offering. Supports the turn of events, arranging, and execution of effective showcasing drives.
Coca-Cola involves a cost separation strategy in its promoting blend to help firms in using their
assets and stay away from unnecessary consumption. This demonstrates that they set different
evaluations for merchandise in different market areas. The refreshment business is seen as an
oligopoly since there are not many providers and numerous shoppers (Sitanggang, 2019).
Part two
Coca-Cola with stranger things - With a cross-advancement with the famous Netflix series
"More odd Things," Coca-Cola is wanting to change the discernment that New Coke is one of
those item slumps that is regularly referred to as a contextual investigation on showcasing
bungles. The third season, which starts spilling on July 4, is set in 1985, that very year the drink
business behemoth presented the new recipe for its unique pop. Many individuals will recollect
that the firm didn't anticipate the reaction to New Coke. Clients revolted. They loaded up on jars
of the first recipe, and a huge number of individuals requested that the business rethink its
decision. After 79 days, the dependable recipe was back. This time, Coke guesses that
individuals will purchase a lot of jars of New Coke just for their recollections. Siblings Matt and
Ross Duffer, the "More unusual Things" showrunners and makers, likewise coordinated a notice
for the mission in what characters from the show are shown consuming New Coke at a cinema.
Clients should purchase two 8-ounce containers of the restricted version "More odd Things"
Coke or Coke No Sugar to buy New Coke. This late spring, a "More unusual Things"- motivated
New Coke candy machine will likewise show up in a couple of spots, starting on Thursday in
New York. The arrival of New Coke by Coca-Cola isn't new. The organization changed the
name of New Coke to Coke II during the 1990s and continued to sell it until 2002 (Chu, 2020).
The historical backdrop of Coca-Cola started in 1886 when Dr. John S. Pemberton, an Atlanta
drug specialist, was roused by his craving to create an unmistakable seasoning soda pop that
could be sold at soft drink wellsprings. He made an enhancing syrup, carried it to the
neighborhood drug store, blended it in with soft drink water, and the testers said it was
"magnificent." The refreshment "Coca-Cola" and the production of the licensed, unmistakable
lettering still being used today are credited to Dr. Pemberton's associate and accountant,
Straightforward M. Robinson.Dr. Pemberton offered out pieces of his organization to various
gatherings before he died in 1888, just a brief time in the wake of concocting the bubbly
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refreshment that would proceed to turn into the most famous on the planet. Asa G. Candler of
Atlanta got most of the interest. Coca-Cola was made accessible at soft drink wellsprings beyond
Atlanta on account of Mr. Candler's initiative. Joseph Biedenharn, a Mississippi soft drink
wellspring proprietor, was quick to place Coca-Cola in bottles in 1894 subsequent to being
roused by the item's rising notoriety and the need to make it versatile. After five years, in 1899,
three keen money managers in Chattanooga, Tennessee, got the sole privileges to a jug and sell
Coca-Cola, making it ready for large-scale manufacturing (Singaram, 2019).
For the marketing research of Coca-Cola primary methods that are used are online
advertisements, sponsorship through multiple products, and advertising through a few channels
and they are useful in the research as they provide wide coverage of people which helps in the
collection and distribution of data and for that the secondary used sources include customer
emails, published market studies, and competitive information. A few examples are Share A
Coke, I’d Like To Buy The World A Coke, Open A Coke, and Open Happiness.
Part three
Research plan
The research plan focuses on the marketing strategies of the business organization Coca-Cola for
its growth at an increasing pace with its examples and the campaigns that are frequently run by
the business organization for staying in the trend and their respective place or position in the
market.
Mission and vision of the organization
Coca-Cola want to make the brands and drink choices that individuals like to restore their bodies
and spirits. Furthermore, completed in a way that forms a more supportable business and a
superior common future that works on the personal satisfaction for people, networks, and the
climate. It values consideration, value, and variety. In excess of 700,000 individuals overall are
utilized by Coca-Cola and our packaging accomplices. They esteem decency. Regardless of what
their identity is or where they come from, we put stock in engaging everybody to approach
evenhanded open doors. We likewise support provider variety.
Research objectives
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The main objective behind the research is to figure out the marketing strategies followed by the
business organization with their marketing mix elements with their respective strengths and
weaknesses.
Situational analysis
The world's biggest maker of non-cocktails is The Coca-Cola Organization. It gives 1.9 billion,
or 3.2%, of the 60 billion servings of refreshments of numerous types that are consumed
everyday universally. The business claims, markets, and sells in excess of 500 unique non-
cocktail brands in excess of 200 countries. These situations helped in making Coca-Cola a media
giant in its sector (Tien, 2019).
Marketing Strategy
The Coca-Cola Organization, which has activities in excess of 200 countries, is all around
perceived as being the world's biggest drink maker. The Coca-Cola enterprise is here and
supports individuals at whatever point plausible to assist them with calamity help and sensible
recuperation endeavors at whatever point a huge misfortune happens in any spot. The media
overlooks these drives, however. the people who are effectively elaborate on the ground know
about them. A notable brand for sponsorships is Coca-Cola. It has an extensive history of
supporting occasions including American Icon, the Olympics, NASCAR, and some more.
Brands are in many cases distinguished by their bundling, tones, and logos. These figures
consolidate to give a particular brand personality that separates one business from another. By
keeping up with consistency in its marking, Coca-Cola has separated itself.
Marketing mix
An organization's key model, generally fixated on an item, estimating, spot, and advancement is
alluded to as the "showcasing blend." The premarketing mix is characterized collectively by
showcasing systems utilized by a business to meet its showcasing objectives in an objective
market. In this manner, it gives a complete outline of the showcasing and business designs that
encompass an organization. The wholesalers and dealers get unique prizes for advancing Coke
merchandise. Moreover, Coca-Cola hoardings and coolers are given to these organizations to
advance the brand. Extraordinary consideration is paid to retire areas in grocery stores to
increment item openness. Coca-Cola likewise takes part in an assortment of CSR drives to
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advance natural and social causes from one side of the planet to the other. Hence, every one of
these things gives an outline of the Coca-Cola showcasing blend (Serôdio, 2018).
Implementation and regulation
Since it utilizes one of the best advertising methods, Coca-Cola is perhaps the most important
brand in the entire globe. Coca-Cola is much of the time connected to delight; as a matter of fact,
the name of the drink means "Delectable Bliss" in Mandarin. The brand represents uniting
individuals and giving pleasure into their lives, and that is unequivocally the very thing it does.
Items from the firm are right now sold all over, including Cuba and North Korea. The outcome
of Coca-Cola has been credited to its unmistakably created showcasing approach.
Strength and weakness
Solid Conveyance Organization: Through the biggest appropriation network on the planet, Coca-
Cola makes its products accessible to individuals in excess of 200 nations. There could be no
other firm that can involve both corporate-claimed and controlled merchants as well as free
bottlers, wholesalers, and retailers. With the utilization of this framework, KO can firmly control
costs, send off new items into the market rapidly, and soak a scope of locales.The enterprise has
not yet begun a food business, rather than PepsiCo. The principal accentuation is on drinks.
Besides, while having a large number of brand names, the firm has not yet shown any interest in
creating sound drinks; all things being equal, it has generally depended on the Sprite and Coca-
Cola brands ((Liu, 2021).
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Conclusion
Coca-Cola has earned a spot as a media giant in this sector and ruling it for a long time. The
business likewise began its promoting effort called Taste the Inclination in 2016. Through its
online entertainment channels, Coca-Cola desires to work on remaining in the market. Business
advertisers can browse an assortment of evaluating techniques, including misfortune pioneer
estimating, biased evaluating, esteem valuing, and cost-in addition to estimating. Pepsi is Coca-
fundamental Cola's worldwide rival.With over 135 years in activity, Coca-Cola has a sizable and
wide dispersion organization. With many bottlers selling Coca-Cola around the country, the firm
is having issues keeping up with consistency in its jugs. This demonstrates that they set different
evaluations for merchandise in different market areas. The refreshment business is seen as an
oligopoly since there are not many providers and numerous shoppers. "More unusual Things"
showrunners and makers coordinated a notice for the mission.
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References
Arab, N., (2018). Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix-
Place, Product, Promotion, & Price: Coca Cola-Consumer Based Qualitative Survey.
Chu, B., (2020), November. Analysis on the Success of Coca-Cola Marketing Strategy. In 2020
2nd International Conference on Economic Management and Cultural Industry (ICEMCI 2020)
(pp. 96-100). Atlantis Press.
Liu, S., (2021). A Report on Strategic Analysis and Recommendations of Coca-Cola.
International Journal of Frontiers in Sociology, 3(17).
MaaniHessari, N., Ruskin, G., McKEE, M.A.R.T.I.N. and Stuckler, D., (2019). Public meets
private: conversations between Coca‐Cola and the CDC. The Milbank Quarterly, 97(1), pp.74-
90.
Serôdio, P.M., McKee, M. and Stuckler, D., (2018). Coca-Cola–a model of transparency in
research partnerships? A network analysis of Coca-Cola’s research funding (2008–2016). Public
health nutrition, 21(9), pp.1594-1607.
Singaram, R., Ramasubramani, A., Mehta, A. and Arora, P., (2019). Coca Cola: A study on the
marketing strategies for millenniums focusing on India. International Journal of Advanced
Research and Development, 4(1), pp.62-68.
Sitanggang, C.M. and Astuti, S.R.T., (2019). The Effect Of Green Marketing Mix On Ades
Consumer Purchasing Decision In Semarang. MADIC.
Tien, N.H., Vu, N.T. and Tien, N.V., (2019). The role of brand and brand management in
creating business value case of Coca-Cola Vietnam. International Journal of Research in
Marketing Management and Sales, 1(2), pp.57-62.
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