...Introduction The purpose of the report is to give recommendations on what Coke Zero must do in the way of altering their current marketing mix to expand and grow their product and brand. 2. Summary The outcome of the report is to identify what parts of the marketing mix need to be altered to meet the needs of the critical success factors. 3. Coke – The Company Coca Cola have evolved over the last century into a multinational leading manufacturer, distributer and marketer in the soft drinks industry that currently operates in over 200 countries (Coca Cola 2013). Based in Atlanta, Georgie, the Coca Cola company sells more than 400 different brands that produce over 3000 different products include Coke Zero. Coke Zero is a zero sugar drink introduced in 2005 and is designed to taste exactly the same as regular Coca Cola. It was primarily targeted towards the young male audience of ages 16-24, because Coca Cola realised that young men didn’t want to purchase drinks that had the word “diet” in. This was due to diet drinks being seen as feminist to this target market. Coke Zero biggest current competitor is Pepsi, Pepsi have their own zero sugar drink “Diet Pepsi”. Coca Cola holds a much larger market share than Pepsi with over 50% in the global market. (IBTime 2013). However this is not the case for the Middle Eastern and Asian markets where per capita consumption is higher for Pepsi than Coke (Tamara Rutter 2013) 4. Coke – Critical Success Factors “Critical success factors (CSFs) refer...
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...Study: Coke Zero I highly agree with the statement that “companies should develop products what will bring new customers into market rather than just creating variants on the old” (Lamb et al. 289) because when old products failed, it is an opportunity for the company to invest in different market segments— “a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs” (Lamb et al. 261)—that could potentially increase additional consumers. For instance, Coke Cherry has been the “dog”— a “poor performer [and]it has only a small share of a slow-growth market” (Draft 213)— product line compared to other successful drinks such as Diet Coke, Coke Zero, and regular Coke. Thus, managers must foresee the concept: why continuing to invest in older products that do not produce profits and lose additional money in the investment; hence, why not take the risk of manufacturing new products that could be the “cash cow”—the “dominant business in the industry, with a large market share” (Daft 213)—in the market? Diet Coke and Coke Zero are the “star”, which have “additional growth potential” (Daft 213) and “will generate profits and a positive cash flow” (Daft 213). Both Diet Coke and Coke Zero are concentrating on the demographic segmentation—“segmenting markets by age, gender, income, ethic background, and family life cycle” (Lamb et al. 265)—by particularly age; therefore, the target market of Diet Coke and Coke Zero is older...
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...Chapter Eight Case Study - Coke Zero Coke Zero Coca Cola has been the leader in the soft drink market for decades, consistently besting their nearest competitor, Pepsi. The struggle for the top spot has been on-going for over one hundred years, and at times has been fairly interesting. Both companies have been trying new strategies, flavors; can designs and even recipe changes in order to gain market share, niche competitive advantage as well as a sustainable competitive advantage. (Lamb, Hair Jr., & McDaniel, 2013, p. 26) Both companies constantly change their products and their marketing techniques in order to secure an advantage over one another. Coca Cola over the years has used common good business practices in order to evaluate their business, so they would know which direction to take it, next. Sometimes their choices were effective, other times they were not. A Coca-Cola marketing situation comes to mind going back to 1985, when seemingly out of the blue, Coke changed their formula. The onslaught of public outcry then began, forcing Coca Cola to re-think their strategy and into damage control mode. It was either a brilliant strategy designed to be a publicity stunt, or one of the worse blunders ever in corporate America. The answer is still not clear to this day, however the results were interesting and have been fodder for Marketing classes ever since. News about the “New Coke” dominated the airwaves for weeks on end, and people rushed out to try it. Most did...
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...Health Organization, 2011, in Australia, there are more than 26 percent of people who is obesity and there are more or less 26 percent of male population is obesity. By facing with the over-weight problem, people has been seeking for a healthier soft drink product, with acknowledge of current social orientation, Coca-Coca has been released the new product Coke Zero. Since the first Coke Zero had been sent to the market in 2006, Coca-Cola Company has been starting a new campaign about healthier soft drink. With the careful consideration in producing process and advertising, Coca-Coca has established their position in the carbonated soft beverage market. II. Background (Target Market & History) Coca-Cola Company had been established in 1886 in United State, since that time the company has been providing famous soft drink brands such as Coca-Cola, Glaceau vitamin water, Fanta, Sprite, Diet Sprite/Sprite Zero, Nestea Ice Tea, Lift for many different markets. Coca-Cola Company now is a one of the biggest international soft drink companies, the company’s head quarter is currently placed in Atlanta with its products are being sold all over the world. The company’s best-selling product is Coca-Coca, which is also known as Coke, has been improving in order to satisfy the customer’s demand by different flavors, there are not only classical Coca-Coca flavor but also Vanilla...
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...produced the syrup for Coca-Cola on May 8, 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day. The Coca-Cola Company is the world’s largest company, refreshing consumers with more than 450 sparkling and brands. Along with the coca-cola recognized as the world’s most valuable brand. Globally no.1 provider of Coca-Cola the product that has given the world’s its best-known taste was born in Atlanta, Georgia, on May 08, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer & distributor of non-alcoholic beverage concentrates & syrups. The Company beverage products comprises of bottled & canned soft drinks as well as concentrates, syrups and not ready-to-drink power products. The coca cola company began building its global network in the 1920s. The company aims at increasing shareowner value overtime. It accomplishes this by working with its biz partners to deliver satisfaction and value to customers through a worldwide system of superior brands and services, thus increasing brand equity on a global basis. The associates of this co. jointly take responsibility to ensure compliance with the framework of policies and protect the co. assets and resources whilst limiting biz risks. Missions: To refresh the world …. In...
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...cola strategy as both a product and service innovation. Such strategy was implemented to widen the market presence of Classic Coke, Diet Coke and Coke Zero. The three cola strategy was developed initially for the purpose of rekindling the growth of the sparkling beverages. The strategy is basically a campaign to boost public confidence wherein an array of marketing, advertising and promotion was implemented. The three cola strategy was backed by Research Council towards the development of consumer-centered innovation. Introduction Overview of the Organization The Coca-Cola Company Founded by Asa Griggs Candler in 1882 in Atlanta, Georgia, a company that fully understands the importance of innovation in business is the Coca-Cola Company. Coca-Cola, or simply Coke, chose to concentrate their operation on production of soft drink syrup while maintaining an intimate relationship with its bottlers and distributors at the retail level. Basically, the company is engaged into blending raw material ingredients (product planning), packaging in plastic canisters (market research) and shipping to bottlers (advertising). In 1886, John Stith Pemberton invented the company’s flagship product Coca-Cola. Today, Coca-Cola Company offers more than 400 brands in over 200 countries and territories and serves approximately 1.5 billion servings daily. The Coca-Cola Company manufactures the concentrates, beverage bases and syrups that bring uniqueness in the products and sells...
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...worksheet presenting both years 20X2 and 20X3 and accompanying computations and amortization of the loss (20X3) using the corridor approach. (b) Prepare the journal entries (from the worksheet) to reflect all pension plan transactions and events at December 31 of each year. (c) For 20X3, indicate the pension amounts reported in the financial statements. Part II: The accounting records of Scotty inc show the following data for 20X2. 1. Life insurance expense of officers was $9,000. 2. Equipment was acquired in early January for $300,000. Straight-line depreciation over a 5-year life is used, with no salvage value. For tax purposes Scotty used a 30% rate to calculate depreciation. 3. Interest revenue on State of New York bonds totaled $4,000. 4. Product warranties in 20X2 were $10,000. The reminder is estimated...
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...and James Crandall Abstract Our group has decided to market an existing product, but we would like to add a variety pack to this product. We feel if Coca-Cola would add a variety pack to their existing products it would offer more choices for the consumer and we feel this would increase sales by meeting the needs of those consumers with different taste. We would like for the variety pack to consist of Coke, Diet Coke, and Coke Zero. Not only would this benefit different age groups it would increase sales for Coca-Cola. Because it allows convenience to the consumers who have church events, work parties, or school events. 1. Executive Summary Since Coca Cola was launched as a company, the company has exceeded expectations by a long shot. Innovators who get into the practice of trying to market something like a soda can sometimes fall behind the competition as other sodas have in the past such as generic brand sodas produced by companies such as Food Lion and Wal-Mart. Coca Cola strives to continue providing better soda quality than its competitors by hiring only the best employees and producing the highest quality product while ensuring that distribution is also performed effectively. Coca Cola intends on using its large fan base of the product to continue giving their consumers a high quality product enjoyed by millions throughout the world. Coca Cola can begin the process of marketing to even more people by using the push marketing strategy which can ensure...
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...COCA-COLA CASE STUDY Presentation Identifier Goes Here 1 STATISTICS AND FACTS ON LIQUID REFRESHMENT BEVERAGE BRANDS The liquid refreshment beverage (LRB) market encompasses CSDs, bottled water, ready-to-drink (RTD) coffee and tea, fruit beverages, energy drinks and sports beverages. Based on sales, Coca-Cola, Pepsi, Mountain Dew, Dr Pepper and Gatorade were the leading liquid refreshment beverage (LRB) brands in the United States in 2013. All five brands combined, held a market share of over 42 percent in the U.S. in 2013. Especially to be emphasized is the performance of the carbonated soft drink CocaCola, which accounted for a U.S. market share of 18.1 percent alone. Coca-Cola is owned by The Coca-Cola Company, which is headquartered in Atlanta, GA. The brands’ outstanding performance is more than present among all regions and channels. Coca-Cola is not only listed as the leading LRB in the U.S., it also topped the list of soft drinks brands worldwide in 2014, based on brand value. Additionally, the soft drink brand had the second highest number of fans on its Facebook site. A big competitor of the Coca-Cola Company in the liquid refreshment beverage business is undoubtedly PepsiCo, Inc., which is based in Purchase, NY. The company owns, among others, the soft drink brands Pepsi and Mountain Dew and the sports drink Gatorade, which were ranked second, third and fifth in the market share ranking of LRB. SoftSrinks Off-Trade RTD Volume 534.8 Billion...
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...that mentally connect with the viewer’s needs and strongly suggests to viewer this is a product that you must have and want to purchase right away. Products like hair care, cars, food, and even services, such as banking, home security protection, and various types of insurances. The definition and perception of marketing is clearly different from a viewer than in an organization. “Marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer” (University of Phoenix, 2009, p. 6). This is a textbook view of marketing, but a very good basic definition. However, my personal definition of marketing, as a consumer is an idea of a product that is presented realistic fashion, which inclines a consumer like me to feel connected with a purpose for me wanting to buy the product and the meaning is clearly defined. Innovational presentation is everything and thinking outside the box to effectively sale a common needed item is the key to me. For instance, recently looking for a new car within an affordable price that has the right sound, looks, design and durability; Nissan South in Morrow, Georgia commercials attracted me. Nissan’s sale pitch was to bring in your old car, no matter if your credit is good or bad, Nissan will put you in a new car; due to Nissan’s outstanding relationship with the...
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..............................................5-6 1.5 POPS AND PODS.................................................................................................................7 1.6 BRAND MANTRA......................................................................................................... …..7 1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8 CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes.............................................................................................................9 2.2 Coke Brand Knowledge............................................................................................10 2.3:Brand Association ..................................................................................................... 11 2.4: PROMISE OF...
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...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 of the company. Responsible marketing and quality products are some prime objective of the Coca-Cola Company. The segmentation of the company is based on income, family size, and age. The position of the company on...
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...been in business since 1889 and like many Fortune 500 companies may not feel the need to make any changes or fix something that isn’t broken. The team has decided that the diet soft drinks and the natural soft drink division should be expanded upon. Coke was last in developing its Diet Coke product leaving the soft drink TAB to do the work for them. Their competitor, Pepsi was way ahead of them as well as RC Cola. Although marketers and developers continually asked Coca Cola to develop a Diet Coke product, they did not wish to use their name for this kind of beverage. The product TAB is now 50 years old and still takes a huge percentage of the market place. The Diet Coke product is number three in the US for overall beverages; clearly the Coca Cola Company has the overall market share and needs to change by expanding into new products that do not have the fructose corn syrup and heavy sugar contents or chemical sweeteners. So what types of contrast continuous and discontinuous change will that mean in this scenario? Every large corporation that has ever existed has gone thru many types of changes along the course of its existence. Coca Cola Company has many years in business in which its consumers have experienced several product changes: some of them well accepted and some of them rejected. The types of changes implemented within the Coca Cola Company that we will be discussing are the continuous and discontinuous changes. Continuous changes refer to the changes that follow...
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...Environmental audit 16 PEST analysis 16 Porter’s five forces analysis 18 SWOT analysis for Coca Cola Company 20 (LO1.3) Different planning techniques 22 Product life cycle 24 BCG Matrix 25 GE Matrix 26 (LO1.2) Criticisms of strategic planning 27 (LO 3.1) Ansoff’s Growth Strategies 29 (LO3.2) Future strategy for the Coca Cola Company 33 (LO4.1) Roles and responsibilities for strategy implementation 34 (LO4.2) Resources requirements for new strategy (Water purification system) 36 (LO4.3) Time scale to monitor the strategy 37 Conclusion 38 References 39 List of Figures IV. IV. Figure Page Number Figure 01 – Stakeholder analyzing 9 Figure 02 - Porter’s Value Chain 11 Figure 03 - VRIO framework 15 Figure 04 - PEST analysis 16 Figure 05 - Porter’s five forces analysis 19 Figure 06 - BCG Matrix 25 Figure 07 - GE Matrix 26 Figure 08 - Ansoff’s Growth Strategies 29 Figure 09 - Ansoff’s Growth Strategies for Coca Cola 32 Figure 10 - Time scale……………………………………………………………………......37 Introduction In this assignment describe the strategies of the Coca-Cola Company. Because of this module can understand important of the business strategies for the organizations. These things are helping us to applying things into working life.it also help to improve strategies and removable things. Improving new strategies to the organization can increase the sales also. Task 01 – Report (LO 1.1) Strategic context Mission Mission statement is...
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...Brief Marketing Plan 8. Creating value for customers and building customer relationships The Coca-Cola Company It is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith 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. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day. The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its stock is listed on the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and chief executive is Muhtar Kent. Coca Cola (the drink) Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries.[1] It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27,...
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