...Marketing is considered to be one of the most important aspects of a successful business practice and its importance is further increasing caused by competition becoming more intense in all industries globally. However, it has to be noted that “marketing is not the same as marketing research or planning. Neither it is the same thing as selling, nor it is a synonym for the marketing concept. Marketing as it is conceived by business authorities today is a broad function of business composed of many elements” (Kumar, 2001, p.1). Therefore, all elements of marketing need to be perfected in order for the company to be successful in a long-term perspective. This article represents a critical analysis of marketing communications materials used by Coca-Cola Company a global beverage manufacturer and retailer based in Georgia, United States. The Coca-Cola Company comprises many brands and products, and this paper focuses on marketing communication materials associated with one of its core products, the Coca-Cola drink. The article starts with description and analysis of various types of media employed in order to promote the Coca-Cola, followed by the identification of objectives of Coca-Cola campaign. Then, extensive analysis of images and words used in Coca-Cola campaign is undertaking in order to ensure a greater scope for the current research. Moreover, attempts are made to analyse the appeal of Coca-Cola marketing messages, as well as, assessments are provided at what extent Coca-Cola...
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...Internet marketing nowadays plays a big role in the advertising world. My chosen company , Coca Cola , already used (and still uses) internet marketing a lot by Developing online video’s you (for example) can see as advertisements on YouTube. They also make use of the marketing mix. Integration of the extended marketing mix (7 P’s) : Product: Coca Cola thinks about who their drinks are aimed at, what it does and what it actually is. Because their product(s) are mostly aimed at a somewhat younger demographic they choose to promote their product on the internet through online ads and videos a lot. Price: Coca Cola uses skimming/creaming as pricing strategy. They maintain a relatively high market price because Coca Cola was the first cola brand ever, which makes the company and their products unique. Coca Cola could offer a discount to consumers who purchase products off the internet. Place: Coca Cola makes use of intermediaries (businesses working in between Coca Cola and their retailers). They can show this on the internet by (for example) creating images which show their ‘’production flow’’. Promotion: Coca Cola uses the internet to promote their product. When you want to watch a short film on YouTube you (almost) always get to see an advertisement first. Coca Cola makes use of this. They also use the internet for other online advertising like side banners on websites. People: Coca Cola instructs their employees to always be friendly and helpful to...
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...and Their Purposes Division of work Work is divided up in the Coca Cola business because this makes it much easier for employees so that they can get the job done. This takes out conflicts between individuals opinions towards the work they are working on. This will mean that no one can say anything about each other’s work and they can do the work in piece without any contribution from others unless it is wrong that needs to be improved told by the manager. Lines of control This means that if Coca Cola Company knows what they are doing and they can control the activities being done. The heads of Coca Cola set task to the senior managers then they do the same thing setting the task to the employees. The task is divided up in the different sector such as finance would do the finance task and marketing will do marketing task. This way everything can be controlled easier rather than one person doing it all which is impossible to do every sectors job in a large company like Coca Cola. Communication In Coca Cola the communication are set from the top to the bottom. The directors of Coca Cola will tell the managers what task have to be done then they will tell the employees what has to be done too, this can sometimes go wrong as the message is getting passed by a lot of people in the business. Sometime the communication is passed from bottom to top because if something goes wrong in the factory of Coca Cola the employees will have to inform their manger and this will get passed...
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...going to be describing and comparing how marketing techniques are used to market products in two organisations. The first organisation I will be talking about is Apple, and the second being Coca Cola. Marketing means that a business will identify the needs of the consumer and produce products that meet the requirements of them. In order for a business to perform and succeed, it needs to make sure that their customers are at the heart of operations. Should businesses do this, it would mean that they are market-orientated. As well as this, there are other forms of orientation for business. These include; * The production concept * The sales concept When a business uses a marketing concept, and putting customers at the heart of decisions. By doing this, a business operates more efficiently by prioritising investments on product development for the customers. Objectives In order for a business to grow and succeed, it is essential that it has its objectives outlined. The first aim a business will have when it starts out, is to survive. Once this goal has been achieved, it means that they can now focus on growth objectives, which means that they can focus on increasing market share and increasing profits. When businesses set objectives, they follow SMART guidelines. SMART stands for; * Specific – The objective must be clear and concise * Measureable – Objectives must be able to assess properly * Achievable – The objective needs to be reasonable for the business...
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...elrahman -120080113 Supervised By Miss. Yasmin AL Bobo Plan Contents Abstract ……………………………………………4 Introduction ………………………………………..6 Coca-Cola Background ……………………………8 Methodology ………………………………………10 Management Overview……………………………11 Purpose………………………………….11 HISTORY………………………………….11 High-Level Business Direction…………………..12 Mission…………………………………..12 Vision……………………………………13 Values……………………………………13 SWOT Analysis of Coca-Cola…………………14 Strengths………………………………..14 Weaknesses…………………………….16 Opportunities………………………….18 Threats………………………………..20 Objectives ………………………………………..21 Selecting Target Market………………………….22 Developing the Marketing Mix…………………..23 Product………………………………24 Positioning…………………………..24 Branding…………………………….25 ...
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...MN 2305 100769268 Word count : 1819 Coca cola company(TCCC) mission statement Executive summary Swot analysis of TCCC Objectives STP strategies 4ps strategies Financial budgeting Coca Cola’s mission statement: -To refresh the world -To inspire moments of optimism and happiness -To create value and make a difference Executive summary . The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Since then the company has become the world’s leading manufacturer in the soft drink industry, offering more than 500 brands in over 200 countries. TCCC provides 1.7 billion servings every day ,78% of these being Coke branded products. Over the past decade carbonated drinks have been increasingly criticised for their high sugar content or the health risks of artificial sweeteners and their impact on obesity. As a result we observe that the market for carbonates is shrinking significantly. Health awareness linked to alimentation is expected to grow exponentially over the next decade and it is safe to assume that the target market in 2 years will be much larger than today. People will tend to act more responsibly and be more careful about the chemicals they put in their bodies. In an effort to capture health-conscious customers, Coca Cola recently launched a new mid calorie alternative containing naturally occurring sugar, The Coca-cola life. This new soda takes advantage of the stevia, a natural sweetener which is calorie...
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...ituational analysis (ii) Target Market (iii) Objectives/Goals (iv) Marketing strategies and the marketing mix (v) Monitoring & Controlling (i) Situational Analysis The Coca-Cola Company has been operating for over a century and is highly successful. It is currently in the renewal level of the post-maturity stage in the business life cycle. This is shown in Fig. (10). Sales ($) Fig. (10) The Coca-Cola Company's business life cycle SWOT Analysis Strengths (S) Weaknesses (W) · Has been operating successfullyfor over a century.· Is known world-wide and operates in more than 200 countries.· Coca-Cola has a large share of the cola segment - holding approximately 85 per cent.· The Coca-Cola Company is the mostrecognised trademark in the world. · The contract The Coca-Cola Company has with its bottlers is under constant negotiations. Opportunities (O) Threats (T) · Has significant growth opportunities.· Has sufficient capital to expand.· Has the potential to innovate and differentiate the company's products to sustain a competitive advantage.· May merge with other global businesses to eliminate competitors.· Capable of expanding into other markets other than the soft drink market. · Has many major global competitors with its main one being PepsiCo.· Coca-Cola can be substituted by other soft drink products made by its competitors. These competitors may develop marketing strategies to eliminate The Coca-Cola Company.· There may be an economic downturn in...
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...Dog The Regular Coca Cola brand can be classified as a cash cow which has low growth and high market share generating high profit and cash. This can be attributed to the brands long period presence in the market as the flagship brand for Coca-Cola which has earned a significant market share but whose sales growth are low due to its maturity in the market. Due to the low growth, investments should be low and keep profits high. Diet Coke can be classified as a star in the BCG matrix with high growth and high market share. This can be attributed to its introduction into the market when the health concern over soft drinks was high and consumers needed a brand which would cater for their needs hence the high sales growth and market share. (Kotler & Armstrong 2011) Complementing the BCG matrix analysis is the product life cycle in which the two brands falls in different stages which requires different marketing strategies with Regular coca cola being at maturity stage while Diet coke is at growth stage. Regular Coca Cola At maturity stage, growth of sales has started diminishing with competition of similar carbonated drinks and the primary objective should be defending the market share while maximizing profit. (Kotler & Armstrong 2011) At this stage: Product features need to be enhanced to differentiate the product from that of competitors. Pricing need to be lowered because of the new competition. Distribution need to be more intensive and incentives may be used to encourage...
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...information about the Coca-Cola Company. The company is regarded as the most valuable and popular brand in the world. Coca-Cola Company owns more than 400 brands, which include sport drinks, teas, coffees, soft drinks, and other beverages. The paper outlines the current scenario and historical background of the company. The first part of the study is based on discussion about strategic focus and plan of Coca-Cola Company. The report delivers brief introduction about the goals, mission, vision, sustainable competitive advantage, and core competencies of the company. In today’s market place, the company is facing challenges because of regulatory changes, socio-economic changes and market driven changes. Therefore, it is pivotal for the company to focus on mission and vision to maintain sustainability in the competitive market place. The second part of the paper outlines the situational analysis of the company. The situation analysis of the Coca-Cola Company is determined by SWOT analysis, customer analysis, competitor analysis, industry analysis, and company analysis. The external and internal analysis provides clear picture about the issues of the company. This profile of the report covers all features of the Coca-Cola Company that focus on the products and provides vibrant information about the commitment of the company towards business malfeasance. This is divided in to four sections that include positioning, point of difference, market objectives, and target market...
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...Cola Wars Tonya Hall October 1, 2012 Executive Summary Coca-Cola Company is a leading manufacturer, distributor, and marketer of non-alcoholic drinks in the United States and all over the world. It is a multinational company that has market presence in almost all countries of the world. The company has also diversified from its initial soft drinks to manufacture fruit juices and other non-soda beverages. Its objective has been to maintain its global leadership in the supply of beverages and other non-soda beverages through maintaining high quality production methods that ensure that the name and products remain a household brand. Coca-Cola Company I. Current Situation The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. It is one of the most recognized soft drink brands in the world. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John S. Pemberton in Columbus, Georgia. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated the Coca-Cola Company in 1892 (“Coca-cola management”, 2012). Asa Candler heavily promoted his product through the distribution of coupons for complimentary glasses of Coca-Cola and the distribution of souvenirs depicting the company trademark. Within three years of incorporation, Asa Candler announced that the beverage was being consumed in every state and territory...
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...Marketing Plan - Coca Cola Executive Summary [pic][pic][pic][pic][pic]The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world. Mission Statement The Coca-Cola Company's mission statement is: 'Remind Coca-Cola is the read thing' but their motto now has changed to 'To benefit and refresh everyone who is touched by our business.' Also Coca-Cola would hope to provide the best quality drink for everyone, all the employees working for them being at their top and fulliest. Marketing Marketing is the role used by the business to plan, price, promote and distribute products/services to individuals. The Coca-Cola Company's marketing includes: (i)Situational analysis (ii)Target Market (iii)Objectives/Goals (iv)Marketing strategies and the marketing mix (v)Monitoring & Controlling (i) Situational Analysis The Coca-Cola Company has been operating for over a century and is highly successful. It is currently in the renewal level of the post-maturity stage in the business life cycle. This is shown in Fig. (10). Sales ($) Fig. (10) The Coca-Cola Company's business life cycle SWOT Analysis Strengths (S)Weaknesses...
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... Marketing Principles Report: marketing process introduction: Marketing process The process of (1) analyzing marketing opportunities; (2) selecting target markets; (3) developing the marketing mix; and (4) managing the marketing effort. Marketing strategy The marketing logic by which the business unit hopes to achieve its marketing objectives. Marketing research The systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization. Introduction This discusses the details of marketing principles and this assignment has considered Coca cola, a company which is in the soft drinks industry as the base. This includes evaluation of benefits and costs of a company being market oriented and the deviation from its core activities. Further this discusses the micro and macro factors that affect Coca cola and how the marketing decisions should be taken considering these factors. The segmentation aspect which is adopted in Coca cola is discussed here. And effective strategies adopted in a company lead the company to achieve competitive advantage is been highlighted in this assignment. Further Targeting strategies, buyer behaviours that impact Coca cola is been discussed along with proposition for new positioning of the beverages of Coca cola. The distribution also plays a major part in a company’s marketing activities. And the strategies used by Coca cola are discussed here with the...
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...contractors that serve our mission.Upon further thought, I realized defense contractors would be a poor choice since their marketing tactics would behard to research. I then got the recent Fortune magazine to research the Fortune 500. Walmart, ranked number one;may have been a good choice since my husband claims we should own stock with how much I shop there.However, I decided on number 92 on the Fortune 500, the Coca-Cola Company. "The Coca-Cola Company marketsfour of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. " happento drink a lot of DietCoke. The company leads the soft drink industry with a 50 percent market share. For the purpose of thisassignment, I will discuss the Coca-Cola Company's competition and the how the Coca-Cola Company's marketingimpacts the company's financial objectives. But first, I will present the Coca-Cola's Company's mission.The Coca-Cola PromiseThe Coca-Cola Company's mission, also known as the Coca-Cola Promise is to "benefit and refresh everyone ittouches "and to "When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurtureand protect our brands, particularly Coca-Cola. " This blue chip company has remained a leading competitor in thesoft drink industry for 115 years because of its unwavering devotion to the Coca-Cola Promise. Except for that onetime, in 1985, when Coca-Cola imprudently decided to change the original formula of its leading brand Coke, thecompany has never changed its primary...
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...Coca Cola Report Introduction Coca Cola is a multinational company. The Coca Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverages. Coca Cola is Private Limited Company (Ltd). A Ltd company is a type of business ownership which determines many operations of how the business is run. In this report I will identify how the business is affected by ICT and how the company is run. This will include organisational structures and how different department communicate. Background Information Coca Cola was established in 1886 by a pharmacist, John Styth Pemberton from Atlanta, Georgia. Coca Cola has its head quarters still in Atlanta. Employing 49000 people worldwide, with operations in over 200 countries. When Pemberton died the rights of the business were transferred to Atlanta businessman Asa Griggs Candler, who later became the first president of the company. In 1894 Coca Cola was bottled for the very first time. Coca Cola used many different promotion schemes to try and get the business up and running. However it wasn’t until the Olympic Games in 1928, where the business suddenly took off. It even grew during WWll. By the 60’s the overseas market had double and Coca Cola was the talk off America. In the late 90’s the company was selling 1 billion servings a day. Their Mission “To refresh the world in body, mind and spirit” “To inspire moments of optimism through our brands and our actions” “To create value and make a...
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...BACKGROUND Coca-Cola was invented by Doctor John Pemberton who was a pharmacist from Atlanta, Georgia. He developed Coca-Cola in a three legged brass kettle in his backyard. His bookkeeper, Frank Robinson, suggested the name “Coca-Cola” and with his excellent penmanship, he developed the logo of the company, which is still used today on the sides of the cans and bottles of Coca-Cola. Initially, the soft drink was sold to the public at a pharmacy/soda fountain shop in Atlanta, Georgia and it made its debut on May 8th, 1886. It was first sold as a medicinal tonic and actually contained extracts of cocaine and kola nut which has a high level of caffeine in it. Ironically, in the first year of its existence, on an average about nine servings of the soft drink were sold each day and sales for that first year added up to a total of about $50.00. Expenses totaled approximately $70.00. Therefore the company actually lost money its first year. In 1887, another pharmacist and businessman, Asa Candler, bought the Coca-Cola formula from John Pemberton for $2,300. In between years 1890-1900, aggressive marketing and advertising Coca-Cola’s sales rose to over 4000%. Over the years, the Coca-Cola Company became a globally recognized power company whose logo has been ranked number 1 as the most globally recognized logo in the world for the past eleven years. Just this past month, it fell to number 3 and Apple took over their number one role. ...
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