Marketing Strategy Report: Coca-Cola's Global Presence and Tactics

This report provides a comprehensive analysis of Coca-Cola's marketing strategy, focusing on its global presence and the 7Ps of marketing: product, price, place, promotion, people, process, and physical environment. It examines Coca-Cola's product diversification, pricing strategies, extensive distribution networks, promotional campaigns, and target market segmentation, particularly the youth demographic. The report highlights the company's use of price discrimination, its responses to market trends and environmental issues, and the impact of corporate social responsibility and diversity on its marketing approaches. Furthermore, it discusses the 'Shake a Coke' campaign and offers recommendations for enhancing Coca-Cola's marketing mix, including increasing product variety and package sizes, and implementing various pricing strategies. The report also addresses the challenges posed by demographic and natural forces, and corporate social responsibility, and concludes by emphasizing the importance of adapting to environmental and ethical issues to maintain and improve the company's marketing strategies. The report also provides a summary of the marketing campaign of Coca-Cola, which is a popular marketing brand. The presentation has been developed on Shake a Coke campaign. Through this campaign business communication initiatives adopted by the company has been highlighted.

Running head: MARKETING STRATEGY
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Marketing strategy:
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Introduction
The marketing strategy of coca cola is made up of three crucial elements which include;
accessible for the product worldwide, prices which is affordable for the product and ability to
reach several customers in the market. This brand is available all over 200 countries and they are
sold in different sizes since they have been a packet using different measurement. The prices of
the product are determined using competitive forces since Coca Cola Company have various
competitors in the market who are dealing with soda. Coca-cola marketing strategy has been
enhanced in the market through a diverse network since they pose more than 260 bottling
partners. The responsibility of the partners who are responsible in bottling is to manufacture,
then package, followed by merchandise and finally distribution of the final product to the
vending partners and to their esteem customers. The customers who buy coca cola product in
large quantity includes amusement parks, restaurants and movie theaters, these customers work
together with bottling partners in order to implement localized strategies (Patra, 2016).
At last, the brand of soda has been marketed as a great brand for most of the youths. Marketing
gives great merit to every brand, apart from increasing the sales of the brand. In addition
marketing help in achieving long term resolution (Jackson, and Ahuja, 2016). The long term
resolution of marketing activities will help in creating awareness for the brand in the market and
also it helps in retaining and attracting more customers in buying the product. The icon of the
coca cola can be easily known all over the world by their advertisements and how their bottles
are made. The coca cola brand packagings have been changing year in year out all over the
world. The target market for coca product is for the youth between the age of 15- 38years.
7ps marketing mixes for Coca Cola Company
Product

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The products of Coca Cola Company can be elaborated by understanding the various variety of
the product. The following are various varieties of coca cola products which are offered all over
the world. They include sprite, honest tea, coca cola, coca cola life, Fanta, simply orange, coca
cola zero, Mello Yello, Fresca, Fuze, Diet coke, Fuze tea, Powerade zero, osewalla, minute maid
and Dasani. The coca cola company products are available in different sizes and also they have
different in packages (Hong, Tran, and Yang, 2017). For instance, the coke brand product is
available and sold in 2 litres, 1.5 litres, 1 litre, 0.5 litres, and 0.2 litres and they have been packed
using plastic bottles, glass, and cans. In order to differentiate between coke with cola then cola
logo is usually made to be very visible in the glass, cans and plastic bottles. The brand of the
coca cola is unique by outlook due to the unique shape. The brands of the product of coca cola
with large market share are Fanta, coca cola and sprite but their growth is not rapid and it
generates high revenue for the company. A brand like minute maid poses a great market share
and a high and rapid growth rate.
Price
The coca cola in its marketing mix greatly follows the strategy of price discrimination. This
means that the company charges distinct product prices in distinct segments. The market for the
beverage is considered as oligopoly market where there is many buyers but few sellers. The
company which dominant market now is Pepsi and coca cola which means the pricing of their
product is the same in a certain segment. And if coke prices are raised up as compared to Pepsi
product then customers will shy away from the coke product due to high prices this occurs
especially in developing countries. So in order to stabilize the prices for the two products then
both companies have to come into agreement in stabilizing the product (Eneizan, Abd-Wahab,
and Obaid, 2016).

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Place
The coca cola company have been in existence in the market for over 135 years and in addition
its now operating in more than 200 countries all over the world and as a results it has created
various distribution networks. The diverse network distribution has highpoint place strategy in
the marketing mix in the coca cola company. Coca Cola Company usually produces its product
using a formula which is secret and then transports its products to bottlers all over the world
(Holbrook, 2015). The size and shape of the bottles are designed by the company itself, then
bottlers have the responsibility to package the beverage in the bottle and then transport to agents
all over the world. After packaging the bottles are conveyed to the stockists, and then to the
suppliers and finally to the retailers where the customers will get the product. Coca Cola
Company has extended its distribution of their product global and now their products available in
supermarkets, restaurant, hotels and other 2.7 million outlets globally.
Promotion
Coca Cola Company is always continuing in branding and advertising their products. The
promotional strategy which is now greatly used by coca cola is by use of Ad Company through
the use of media such as media print, radio, TV, and sponsorships. Now coca cola is now
engaging in the sponsorship events such as betting network, FIFA world cup, NASCAR and
Olympic games to advertise their products all over the world. In the year 2016, coca cola
company based in India launched a campaign of test the feeling which reminds customers on the
how coca cola product s are very refreshing and how they bring good moments in their lives.
This ad was the channel through TV and the target customers were the youths (Bellew, Bauman,
Freeman, and Kite, 2017)

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Some important incentives were given to all the distributors and also the retailers who promote
the coca cola products. For instance, the retailers were awarded a refrigerator which contains
hoardings for brand advertising (Arif, 2016). Also at the supermarket, the shelf spaces have been
created to give room for the product visibility. Lastly, coca cola now takes part in CSR activities
which will assist them in supporting social issue all over the world thus through this their product
will be known by every person in the market (Bellin, 2016). (Arif, 2016).
Physical environment
As the coca cola company claims that they sell their coca cola products to more than 200
countries all over the work such as Canada, Australia, Russia, India, US, and Japan. But statistics
show that now coca cola product is presented in all parts of the world. It has been shown that the
servings each day are approximated to be 1.8billions which is big numbers. In addition, to show
that the coca cola product is sold all over the world, we can prove this through the 9.9 cases
which come out in the year 2009 that the coca cola company was selling flagship brands all over
the world. Over some years Coca Cola Company has been instigating digitalization thus giving a
room for the customers to have their services in company websites.
People
When coca cola company tends to give better customer care services then they will build
experience for their customers and in doing so it markets the brand of the company. If customers
get best coca cola services then they will encourage other customers who are unaware of the coca
cola product will be referred for the product.
Process

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This is the procedures which coca cola company used in delivering their products to their esteem
customers. It also entails developing of the process which enhances sequentially delivering of
standard services to the customers.
Current marketing strategy for Coca Cola Company
Strategy mix Theory and market information
Product The product is term as tangible items which coca cola company is
dealing with. The coca cola product should be available in the market
for all customers.
price The price is the product will determine how the product will be decided
in a company.
Process The procedural process should be followed when coca cola company is
delivering the products in the market.
promotion In order for the product to reach the market, various promotional
strategies should be used
people At some point when customers satisfied with the coca cola products in
the market, they may recommend other customers.
Physical environment The company should have a proper building in every region so that
coca cola product can reach all the markets
place Proper placements of the company will assists the coca cola company is
providing the required services for its customers. The proper placement
will allow the market for the product to grow
Market trends or an issue that affects coca cola marketing strategy

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The macro environment issue which affects the coca cola marketing strategy includes
demographic and natural forces. Demographic factors are a presence in the market sector of coca
cola company, the company has the focus that they will not adverse their products to the children
so that they obey set laws and regulation. Current coca cola company are trying to responses to
natural forces by making sure that their packaging process is environmental friendly that is it
takes fewer resources (Halder, Pratap, and Ganguly, 2016).
Corporate social responsibility affects the coca cola company marketing strategy since it restricts
certain operation such as environment protection, workers welfare, and social welfare. This act
has posed a great restriction to coca-cola company since they need to follow step by step
procedure in understating their activities in their activities they undertake and the company at
times is required to comply to the set rules and responsibilities of the company.
Coca-cola company environment issues that affect the marketing strategy includes: the company
usually face challenges in the location of the company all over the world so that they can provide
services to their customers as needs. Coca-cola Company faces a lot of challenges in controlling
the pollution from the company which may affect the progress of the employees in the company
(Tucker, and Au, 2019).
Over some decades the coca cola company has been trying to solve the ethical issues so as to
improve their marking strategy in the company. These have resulted in the slowdown of various
activities in the company and the profits have reduced because of the decline in market
operations. These issues have affected the company largely and have led to the poor economic
performance of the country. In addition, the coca cola companies have been accused of causing
extreme pollution to villagers due to pollution of soil and air.

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Diversity issues have affected the coca cola company marketing strategy in various ways. Due to
diversity coca cola Company have spent a lot cost as they try to diverse the market of their
product but at some point, their diversity may be challenged by their competitors who also are
intending to diversify their product in their market. Also as the coca cola company have been
trying to diverse then they face a various problem such as at some point there are places will
don’t value using their product due to taste and preference and also due to culture
reasons( Goyat, and Nain, 2016).
Recommendations of a marketing strategies mix
Product
In terms of product, I highly recommend that Coca Cola Company should increase various
brands of the products and also increase the volume of packages of the coca cola product to up to
5litres. If the companies do so it will increase the market share of the company.
Price
I recommend that Coca Cola Company should use various price strategies to determine the prices
of their products so that the products will be available for the customers in the market. Some of
the price strategies that Coca Cola Company will use includes price war and fixing the prices of
the product some so that customers can pay their coca cola products at specific prices without
discrimination.
Place
Coca Cola Company should set clearly strategy to make sure that their coca cola products reach
their customers all over the world. This will do this by opening the main office in every country
and encourage the establishment of retail shops which deals with coca cola products. In addition,
the company should make an initiative of employing the distributors all over the world so that

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their products will reach all the customers and for the product to be available anytime in the
market.
Promotion
I recommend that Coca Cola Company should employ various marketing strategies so that they
can be in a position in marketing their products in the market. One of the recommended ways for
promotions is using all platforms from social media platforms which include Facebook, Twitter,
Twitter, and Instagram. Also, they should advertise their products using TV, radio, newspapers,
magazine and writing some catalogs which distributors will be given to give top various
customers during distribution. In addition, coca cola should organize various roadshows in all
countries all over the world to make the product. Lastly, Coca Cola Company should introduce a
discount for the customers who buy their products in large quantities this will encourage the
customers to buy products in large quantities so that they can get discounts (Sinha, and Sheth,
2018).
Physical environment
The coca cola company to improve their marketing strategy they should create websites which
are very attractive so that customers will be able to check their product brands. Also, the
company should have good skill staff in every department so that every operation of the
company go well. In addition, Coca Cola Company should be in a position of building an
impressive structure for their company.
People
I recommend that the company should employ people who are having various knowledge which
is required in the success of the company. The people who the company will be working in the

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company should have the knowledge in marketing, sales, processing, and packaging. These
people should be trained on how to deal with coca cola product through attending seminars.
Process
I recommend that the Coca Cola Company should choose to employ a good procedure in
delivering their services to their customers. This procedure includes online marketing and online
purchasing so that the process of providing coca cola products is increased.

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