Coca-Cola's Integrated Marketing: STP, Mix & Growth Strategies

This report examines Coca-Cola's marketing strategies, focusing on their revamped agency model designed to drive long-term growth. It delves into the key components of their approach, including STP (Segmentation, Targeting, Positioning) analysis, which segments the market demographically, psychographically, geographically, and behaviorally. The report also analyzes Coca-Cola's marketing mix, emphasizing product, price, promotion, and place, and how these elements contribute to their overall strategy. Furthermore, it discusses the purchasing decision concept, highlighting the stages consumers go through when making a purchase, from need recognition to post-purchase evaluation. The analysis considers how Coca-Cola addresses each stage to maintain brand loyalty and market dominance. The company aims to create seamless, integrated experiences, leveraging data-rich insights for real-time optimization at scale.

Marketing

Table of Contents
MAIN BODY ..................................................................................................................................1
concept of marketing that in relation of considered company..........................................1
STP Analysis - .......................................................................................................................1
Marketing mix - ....................................................................................................................2
Purchasing decision concept - ..............................................................................................3
References:.......................................................................................................................................3

MAIN BODY
Marketing is the term which plays a huge role in business as well as it is concern with
the activities that promotes the business in international marketplace, the major aim of the
company is to increase brand value and sales scale of the company so that they can expand
business across borders that is beneficial for home country as it contributes in economic
system of the nation(Tkachenko and et. al., 2019) . coco cola that deals in soft drink and diet
coke they also produce variable goods. They serve services in international marketplace.
Marketing is the systematic tool and department that makes the sales developed and improved
by understanding the needs and wants of the marketplace so that they can be a loyal customer
for the enterprise. The company coco cola makes the business more active by using the
traditional and untraditional way of making the business more effectual.
concept of marketing that in relation of considered company.
STP Analysis -
The STP marketing model (Segmentation, Targeting, Positioning) is a acquainted
strategical attack in contemporary selling. It is one of the almost usually applied selling models
in pattern, with mercantilism leaders assets it for efficient, efficient subject activity (Kotler,
Kartajaya and Setiawan, 2021) . marketing focussing on commercial power, selecting the most
precious separate for a enterprise and then processing a marketing mix and product orientating
strategy for each separate. Further discussed in below :-
 Segmentation - This is strategy that divides on the basis of the location, place, and
many other factors that segments the individuals.
1. Demographics - this is the word which shows the segmentation on the basis of age,
gender, marital status and ethics and many more .
2. Pychographics - there is personality, values and lifestyles and sources that creates that
makes from these components are families , religion and schooling and society.
3. Geographic - this is segmented on the basis of nations, regions, city and many more.
4. Behaviour - this is related with the taste of consumer and there choices And many more.
This is relating with the consumer choice and actions as well as.
It is stated from above discussion that coco cola uses the demographic segmentations so
r that they cab reach the mass consumers and approach places.
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 Targeting - Targeting is important at this component in STP selling process. After that
clear about company segments, management want to determine the want and preference
of each selected segment and place any undeveloped necessarily that firm can supply to.
Future aim at all segment that coca cola think economic for venture. The company
coco cola targets the mass market they serves services in local regional area to
international market.
 positioning - this is the final stages of the study that states that where the brand is
positioned themselves every company wants to work at premium level and want to be
a top brand label in the market place. The company coco cola positioned them self on
top known brand which works at global reach (Galak and Kahn, 2021) .
Marketing mix -
it is the technique of marketing that helps in understanding the marketing needs and
costing evaluation of the brand along with that it is assisting in all the activity as well as
promoting goods in market and in the eyes of the users . This also help in making a
effective decisions . It consist some major factors that are listed in below list -
 product - it is refer to the activity and offer that is offered by the company in market
so that they can have a good business from the selling place. They provide goods on
the basis of needs and wants of the buyers. The company coco cola provides the soft
drink and other drinks .
 Price - it is link with the value of the products the company sets price by measuring
all cost that occurred while producing a good as well as they add the profit margin. So
that they can have a profit and provide goods and services in affordable rate (Tong,
Luo and Xu, 2020).
 promotion - it is the term which is link with the advertising of the goods and other
action that Is done for raising the sales and economic scale of the goods and services.
The consider company coca cola, promotes goods through both ways just as offline
and online both ways. They majorly promotes services via digital platform.
 place - This is refer to the location where goods are going to be sold in market by
analysing the needs and wants . This also required a study of the area and there
public so that the company like coco cola can understand the buying policy of the users
(Dash, Kiefer and Paul, 2021) .
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Purchasing decision concept -
The purchasing decision making procedure of customer helps them in analysing their
requirements and gathering essential details which assist them in fulfilling those needs,
analyses of several alternate options accessible in the marketplace, making decision relates with
purchase and determines their buying. It includes various stages that are described in below -
 Need recognition – the consider company coca cola initially research on the needs and
wants of the buyers in order to attract them towards brand.
 search for details – Coca cola explore and finds the information that are possible
consumer for the company, so that they can directly connect them.
 Evaluation of alternatives - This states the options and substitutes of brand in market.
Coca cola required to evaluate the rivals in regards to being a top brand in market.
 Purchasing decisions - buyer purchase the goods and service according to the needs
and wants of them so it is important for coca cola to determine there preferences.
 Post purchase evaluation – this is the last stage of this model that reflects their current
buying. They think about how they feel about the brand and product. This ensures
that users will buy product in future.
This happens when a users required to change their attitudes. This may be due to following
brand is out of stock and a near substitute is elected. It may be promotes by the modified
needs of the buyer. The company coca cola required to understand the needs and wants of the
buyers as well as they must check on the stock availability on the stores so that the users can't
move to other substitute. marketing strategy helps in managing the sales and arrange the leads
from the market so that the business can have the systematic functioning in the marketplace. It
also assist in understanding the condition of the marketplace and needs or wants of buyers so
that they can fulfil their requirements and make them loyal customer.
References:
Books and Journals
Dash, G., Kiefer, K. and Paul, J., 2021. Marketing-to-Millennials: Marketing 4.0, customer
satisfaction and purchase intention. Journal of business research, 122, pp.608-620.
Galak, J. and Kahn, B.E., 2021. 2019 Academic Marketing Climate Survey: motivation, results,
and recommendations. Marketing Letters, 32(3), pp.275-297.
Kotler, P., Kartajaya, H. and Setiawan, I., 2021. Marketing 5.0: Technology for humanity. John
Wiley & Sons.
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Tkachenko and et. al., 2019. Theoretical and methodical approaches to the definition of
marketing risks management concept at industrial enterprises. Marketing and
Management of Innovations.
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
Academy of Marketing Science, 48(1), pp.64-78.
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