Coca-Cola Marketing Report: Brand Expansion and Market Analysis

This report provides an in-depth analysis of Coca-Cola's marketing principles, focusing on its global strategy and brand expansion efforts. It examines the company's existing brand values, target market segmentation using the STP method, and the analysis of new markets such as the Netherlands, utilizing PESTLE and Ansoff matrix frameworks. The report details the planned launch of Diet Coke as a new product, including packaging and brand positioning, and addresses competitive pressures from brands like Pepsi and Dr Pepper. The methodology used is secondary research, drawing on sales data, customer feedback, and annual reports to assess market share and customer goodwill. The report concludes with a summary of the marketing tactics and their importance for successful market entry and achieving business goals.

Principles of Marketing

Executive summary
In this report principles of management used by Coca Cola brand for its company growth,
market share it possess globally and how it plans for new products in company is explained. The
aim of this report is to showcase all the principles of management company focuses on, the
secondary method of research for all the data, the results obtained show how new products can
be brought by brand for its market inclusion.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
METHODOLOGY..........................................................................................................................2
FINDINGS.......................................................................................................................................2
Existing Brand and Brand Values................................................................................................2
Target Market...............................................................................................................................3
Analysis of the New Market........................................................................................................4
Explanation of the New Product..................................................................................................5
Competition..................................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7
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INTRODUCTION
The principles of management are the activities that enable to plan, organize and control
the operations of the basic elements of people, materials, methods and markets by providing
direction and coordination, giving leadership to human efforts, so to achieve the business
objectives. Coca Cola brand has market share of 50 percent global carbonated beverage market
with a wide market share dominating the beverage market of soft drinks.
METHODOLOGY
The methodology of the research related to brand extension chosen was secondary
research which aims at gaining a broader understanding of the brand market growth, the
competitors it has in the economy and analyse the primary research results (Kotabe and Helsen,
2020). Secondary research is a quick process as the data of company is already known. The
secondary data of Coca Cola company research found is both qualitative and quantitative, sales
data of company, customers feedback, proper study of annual reports and government data about
the working of brand. Proper research on the brand market share, its spread in the global market
and how much place it has occupied the goodwill of its customers. The principles of
management company works on, its pricing strategies as well as the policies to combat all
existing competitors. It also focuses on future target market, inclusion of new products according
to increase in customers demand and also the various tools of market study it uses for analysis
the business goals. The product extension of Coca Cola Company includes bringing new
products and attractive packaging tools by different price strategies. Besides this methodology
chosen can be effective for brad extension as it will provide a huge amount of information in a
short time periods and can even prove cost effective (Misra, 2018). Company can use the
methods like use of internet, books and journals, social media etc. in order to gather secondary
information.
FINDINGS
Existing Brand and Brand Values
The Coca-Cola looking for expand their business in the new market. In which the top-
level management of the company choose their one product called Diet Cock for launch in that
new market. This is one of the exclusive products of the Coca-Cola which succeed in gaining
high reputation in the international market. The main objective behind expansion is to gain more
market share in all over the world. Currently the company has great goodwill, and with the help
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of this goodwill it is taking huge competitive advantage in the market. There are included one
academic model on branding below;
Kapferer's Brand Identity Prism
kapferer's brand identity prism includes six major elements for the identity of brand.
Physique: The physical body of the diet cock is too attractive which is specially designed by the
Coca-Cola's highly qualified design maker (Moorman and Day, 2016). Its physical structure will
really gain attention in the new market.
Personality: Currently the Coca-Coca succeed in spread their business worldwide by providing
effective products and services. Customers are really satisfied with this brand.
Relationship: Relationship between Coca-Cola and customers are also very effective. The
company has great base of loyal customers in the international market.
Culture: The work culture of the company is very healthy and positive. The company is highly
believed in fulfil their social responsibilities.
Reflection: The company runs many activities in their different market segments to make
customers closer towards brand.
Self-Image: The company's self-image is very challenging for their competitors. The company
putted huge efforts to built its high image in the global market.
Target Market
The company decide to enter the new market called The Netherlands. In which the
marketing team of the company use STP method. STP (Segmentation, Targeting, Positioning)
are help to the Coca-Cola to perfectly reach their new Diet Cock to the customers in the new
market.
Segmentation: In which the company chooses the Netherlands to expand their business by
launching diet cock. The marketing team of the company divided this country's full market into
small markets segments. The main purpose behind the segmentation is to completely understand
the customers basic needs in the market.
Targeting: With the help of targeting, the company is able to run their marketing campaigns in
the different market segments. The targeting task start by the company when it completed the
segmentation task (Morgan, Feng and Whitler, 2018). The targeting aspect will help to the
company to promote their diet cock in the new market. It is too productive for the company to
aware people about its new product.
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Positioning: In the positioning the company is start to distribute their product in that markets
segments on the basis their customers' needs and demand. The positioning will help to the
company to fulfil each customer's demand in the market related to product.
Analysis of the New Market
For the perfect analysis of the new market there are included PESTLE analysis and
Ansoff matrix or grid for know each factors of that market.
PESTLE Analysis
 Political Factors: These factors of the Netherlands are supportive for the Coca-Cola,
because their local government is always welcoming for international brand which has
high reputation in the international market.
 Economic Factors: This country is one of the richest countries in the world. So, their
economic factors will influence Coca-Cola in positive term when its launch their Diet
Cock here.
 Social factors: Social factors are too favourable for the company, because then
Netherlands people are highly literate and understand the value of quality products. They
are ready to pay any cost for buying quality products (Quinn and et.al., 2016). In which
the company need to provide them high quality product.
 Technological Factors: the company also able to take advantages from this country's
technological factors. There are all latest technological gadgets and machineries are
available for the company which it wants to use in their business activities.
 Legal Factors: The company need to use some laws and regulation in this country while
running its business operations. For example; food standard law etc.
 Environmental Factors: During launching its new product the company need to aware
for not hard country's environment. Otherwise, the company will face some penalty and
fine issues.
Ansoff Grid
 Market Penetration: With the help of this the Coca-Cola is able to use their present
product for sale in present market.
 Product Development: In this the company need to develop new product for sale in the
same present market.
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 Market Development: In the market development term, the company need to use their
present product called Diet Cock for enter the new market the Netherlands.
 Diversification: This term make able to the company to develop new product for launch
it in a new market (Hanlon, A. 2019). It is helpful for the company gain more market
share.
Explanation of the New Product
Tauber's brand extension options: The company choose the Diet Coxk for launch it in a new
market called; the Netherlands. This country is too favourable for the company to expand their
business operations in the international market.
Product packaging: The company has highly qualified people or employees in their business
environment which are capable for choose the best option for perfect and attractive packaging.
Brand name: The top-level management decided to use the name called Coca-Cola's Diet Cock
as a brand name for that new product. It is really effective name which able to gain huge
attention of customers in the new market.
Brand positioning: The product's brand positioning process also cover its marketing
department. It is very necessary task for the company to put brand's effective impression on the
customers. In the process of brand positioning the company need to use some attractive and
effective advertisements to gain huge attention of the people. It is too necessary for the company
to gain competitive advantage in the new market.
Competition
The major competitors for the company in the new market are Pepsi and Dr Pepper (Song
and et.al., 2018). It will hard for the Coca-Cola to face these competitors in the Netherlands,
because these brands also has great reputation in the international market. These both companies
are offering same product which the company want to launch in the market.
CONCLUSION
It can be concluded that the there are various marketing principles and methods are
available for the Coca-Cola. In which the company need to follow these all principles and
methodologies in their business environment. Then it is easily able to expand their business in
the new market. Perfect Segmentation, Targeting and Positioning is very necessary for the Diet
Cock in their initial period of the new market where it will launch. Proper implementation is very
necessary for these all marketing tactics in the Netherlands. This country's environment also very
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helpful and suitable for the company to launch their new products. Here is the management also
need to offer the best quality product to the customer in this market. The top-level management
is need to give high priority to follow these all marketing tools, because it is very important for
make this extension successful. According to these all marketing preparation the Coca-Cola will
easily achieve their goals in the new market.
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REFERENCES
Books and Journals
Kotabe, M. and Helsen, K., 2020. Global marketing management. Wiley.
Misra, S., 2018. Examining the Role of Marketing in Customer Value Creation and Firm Value
Capture. (Doctoral dissertation, Indiana University).
Moorman, C. and Day, G. S., 2016. Organizing for marketing excellence. Journal of Marketing.
80(6). pp.6-35.
Morgan, N. A., Feng, H. and Whitler, K. A., 2018. Marketing capabilities in international
marketing. Journal of International Marketing. 26(1). pp.61-95.
Quinn, L. and et.al., 2016. Troubled waters: the transformation of marketing in a digital world.
European Journal of Marketing. 50(12). pp.2103-2133.
Song, R. and et.al., 2018. When marketing strategy meets culture: the role of culture in product
evaluations. Journal of the Academy of Marketing Science. 46(3). pp.384-402.
Online
Hanlon, A. 2019. The Ansoff Model. [Online]. Available Through:
<https://www.smartinsights.com/marketing-planning/create-a-marketing-plan/ansoff-
model/>.
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