Coca-cola Marketing Strategy Case Study Example

Headquartered in Atlanta, Coca-Cola is a non-alcoholic beverage company in the world. It is one of the most recognized brands worldwide. Coca-Cola works with more than 500 brands, and most of them have a billion-dollar market share. 

It includes Fanta, Sprite, Diet Coke and Coca-cola, and other top-ranking beverage business enterprises. Coca-Cola deals with enhanced water, juice, sports drinks, plant-based beverages, and milk. Other top brands collaborating with Coca-Cola include Minute Maid, Honest Tea, Powerade, and Vitamin Water. 

With a robust marketing network, Coca-cola serves more than 200 countries. About 60% of the revenue and 75% operating profit generated by the enterprise, comes from outside of the United States of America. 

As per sources, about 92% of the total population is aware of the white and red logo of the brand. 

Vision of Coca-cola

Vision forms the layout of the roadmap. It guides all of the business aspects by guiding and inspiring us to continue accomplishing sustainable growth.

• People: The company aspires to have an ideal working environment where individuals get inspired to give their 100%. 
• Partners: Nurture an existing network of consumers and suppliers, so that they can create a strong brand value together.
• Portfolio: Develop a strong portfolio of beverage brands that understand the needs of the consumers, and serve them accordingly. 
• Profit: Maximize the return to company shareholders, while being mindful of the duties.

Mision of Coca-cola

Our roadmap begins with our mission. It specifies our purpose of company existence and acts as the basis against which we measure our decisions and actions taken. 

• To refresh the universe.
• To recreate moments of happiness, and optimism. 
• To bring about changes in the world, thereby enhancing our values. 

Segmentation, Targeting, and Positioning of Coca-cola

Segmentation permits a business enterprise to customize a product for a specific group of consumers. The beverage industry giant doesn’t shortlist its target audience, but develops an adaptive business strategy by manufacturing and launching new products.

Competitive Analysis in Marketing Strategy

Company Operations: The beverage industry giant outsourcing bottling strategy to FEMSA, the largest bottling franchisee of the Trademark businesses worldwide. It increases the growth opportunities in the non-carbonated beverage industry. It allows the company to make strategic agreements of acquiring brands and collaborating with Coca-Cola.

Portfolio: Company offers a strong portfolio of products to customers and explores more categories to boost its productivity and market share. The beverage Portfolio of Coca-cola includes carbonated drinks, packed water, juice, soft drinks, coffee, beer, and even milk in some foreign markets like Brazil.

BCG Matrix in Marketing Strategy 

Thumps-up, Fanta, Sprite, and Maaza form a star in the BCG Matrix as they have a high demand and market share. However, they face tough competition in the market. Kinley has a question mark in the BCG Matrix, as it makes low sales. 

The company fails to strategically place Kinley, due to the existence of a huge number of local players, eating up each other’s market share. The main brand i.e. Coca-cola is a cow as it has a presence all over the world, and has Pepsi as the sole competitor in the industry.

Brands promoting tea, coffee, and Coke-Diet are a dog in the matrix. It is because they are under establishments, and can’t attract customers. 

Marketing Mix of Coca-Cola

A marketing mix is a combination of the tactics and strategies to implement the marketing plan. It aims to boost the competitiveness of Coca-Cola against an array of market players.

By uniquely designed coca-cola marketing strategy 2021, gives a boost and gives broad global recognition. Like many other companies, Coca-Cola bases its marketing strategy on 4Ps: product, promotion, price, and place. Coca-cola follows the marketing mix strategy.

1. Place

Place in market mix indicates the venue that the company uses to reach out to the targeted audiences.

Coca-Cola is a global company and has a wide network of distribution. As mentioned above, it exports products to more than 200 countries. They operate in places like North America, Europe, Africa, and Latin America. The company depends on its franchises for distribution and packing. Products are available in all retail outlets, groceries, and hypermarkets. Companies distribute products to hotels and restaurants.

It makes use of a reverse supply chain that collects bottles and reuses them. It saves resources and costs.

2. Promotion 

Promotion in Marketing Mix includes tactics to reach out to the intended audience. It is how they convey deals offered by the firm.

Owing to the huge competition in the market, Coca-cola implements versatile promotional strategies. As per reports, the company invested about $4.1 million in 2018, and 4 million dollars in 2016 in promoting its products. Additionally, the beverage industry giant exploits both national and international mediums for brand promotions. 

3. Pricing 

As per the competition-oriented pricing strategy, the beverage industry giant can charge a similar price that’s more or less than its competitors. It is also known as imitative or going-rate pricing. Often, it becomes hard to anticipate the price differentials. 

Pepsi is one of the strong competitors of Coca-cola. To gain a competitive edge, the brand needs to follow a flexible pricing strategy. The competition-oriented pricing strategy comes in handy when the products are more homogenous. A company that follows the going-rate pricing is more likely to get employed. 

Coca-cola global marketing strategy

The “One Brand” strategy: Extends the global equity and iconic appeal of original Coca-Cola across the trademark, uniting the Coca-Cola family under the world’s No. 1 beverage brand. Comes to life in a global campaign that uses universal storytelling and everyday moments to connect with consumers around the world.

The coca-cola marketing strategy in different countries shows that company sold in every country. Coca-Cola uses unique advertising to appeal to vastly different cultures.

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