Coca cola marketing plan

6 June 2016

I.Executive Summary

The Coca Cola Company is categorized to be the most famous trade mark in the world. Coca Cola have more than 400 brands that appeal to many different people all throughout the world. They are able to fulfill the satisfaction needs of all their consumers and make their experiences with Coca Cola better. The Coca Cola products appeal to a wide range of people from all races, genders, and ages. Coca Cola is famous for its worldwide rating and popularity as its products are sold to over 200 counties, while major competitors only sell in some countries, placing Coca Cola is an obvious and easily known by all people. The popularity of Coca Cola has increase very recognizable company.

Coca cola marketing plan Essay Example

It is well known worldwide and its branding is persistently earned by Coca Cola exceeds all other beverage corporations and these funds would over the years. Is still rising to this day, and will continue into the future. The finances show vital in the future of Coca Cola as it allows for the promotion of many other products. Many aspects of Coca Cola that show the superiority to that of competitors, ranging from promotional techniques to corporate structure. Some of these aspects include, positioning, marketing mix strategy, and implementation plan. These aspects place Coca Cola greater to competitors, originating Coca Cola to aspire higher objectives and missions. It is the mission at Coca Cola to refresh and completely satisfy the world and it is the vision to make a bottle of Coca Cola available within arms’ reach of very person all around worldwide.

II.Company Background

The Coca-Cola Company is a beverage company that incorporated on September 5, 1919. The Company have or owns and markets more than 500 nonalcoholic beverage brands, mainly carbonated beverages but also a variation of ordinary beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. It owns and markets a range of nonalcoholic carbonated beverage brands, which includes Coca-Cola, Diet Coke, Fanta and Sprite. The Company’s segments include Eurasia and Africa, Europe, Latin America, North America, Pacific, Bottling Investments and Corporate. The Company acquired Great Plains Coca-Cola Bottling Company (Great Plains) in the United States On December 30, 2011. During the end of the year on December 31, 2011, the Company acquired the remaining interest in Great Plains and Honest Tea, Inc. (Honest Tea). The Company acquired an additional minority interest in Coca-Cola Central Japan Company (Central Japan) in December 2011.In September 2012; it acquired around 50% equity in Aujan Industries’ beverage business. In January 2013, Sacramento Coca-Cola Bottling Company announced that it had been acquired by the Company. Effective February 22, 2013, Coca-Cola Co acquired interest in Fresh Trading Ltd.

The Company markets, manufactures and sells beverage concentrates, sometimes referred to as beverage bases, and syrups, including fountain syrups, and finished sparkling and still beverages. Outside the United States, it also sells concentrates for fountain beverages to its bottling partners. The Company sells sparkling beverages and a variation of still beverages to retailers or to distributors, wholesalers and bottling partners who distribute them to retailers. In addition, in the United States, it manufactures fountain syrups and sells them to fountain retailers, such as restaurants and convenience stores who use the fountain syrups to produce beverages for fast consumption, or to authorized fountain wholesalers or bottling partners who resell the fountain syrups to fountain retailers.

The Company’s core carbonated beverages include Coca-Cola, Sprite, Fanta, Diet Coke / Coca-Cola Light, Coca-Cola Zero, Schweppes, Thumbs Up, Fresca, Inca Kola, Lift and Barq’s. Its energy drinks include Burn, Nos and Real Gold. Its juices and juice drinks include Minute Maid, Minute Maid Pulpy, Del Valle, Simply, Hi-C, Dobriy and Cappy. The Company’s other still beverages include glaceau vitaminwater and Fuze. The Company’s coffees and teas include Nestea teas, Georgia coffees, Leao / Matte Leao teas, Sokenbicha teas, Dogadan teas and Ayataka teas. Its sports drinks include Powerade and Aquarius. The Company’s waters include Ciel, Dasani, Ice Dew, Bonaqua / Bonaqa and Kinley. Over a joint venture with its bottling partners, the Company productions markets and sells Leao / Matte Leao teas in Brazil.

During 2011, the Company announced a variation of brands, brand extensions and beverage products: the Latin America group launched Frugos Sabores Caseros; in the Pacific group, Fanta, a fruit-flavored sparkling beverage, was relaunched in Singapore and Malaysia; Real Leaf, a green tea-based beverage, launched two varieties in Vietnam; and in South Korea it announced three flavor variants of the Georgia Emerald Mountain Blend ready-to-drink coffee beverage and Burn Intense, an energy drink; the Europe group launched Powerade ION4 in Denmark, Norway, Sweden and France, France launched Powerade Zero; in the Eurasia and Africa group, Turkey launched Cappy Pulpy, and India launched Fanta Powder, an orange-flavored powder formulation; Schweppes Novida, a sparkling malt drink, was launched in Kenya and Uganda; and in Uganda Coca-Cola Zero was launched; in Egypt, it launched Cappy Fruitbite; and Schweppes Gold, a sparkling flavored malt drink, and in Ghana, it launched Schweppes Malt, a dark malt drink. The Corporation sold around 26.7 billion unit cases of its products during 2011.

III.Customer Analysis The consumption of Coca Cola has dramatically increased time by time over the world. This is an opportunity for Coca Cola to generate the product. The new trend brings the good impact toward Coca Cola to generate the sells over the world. Moreover, in the average American consumed 53 gallons soft drinks a year. The increasing on the consumer takes a bigger part in the market. Coke plays a role in soft drink population in the world. However, Coca Cola has to maintain even increase the carbonate consumption over the world. It will give opportunity for Coca Cola to widespread the product to fulfill consumer who already addicted with the coke. We define the customer analysis based on STP analysis to view the potential market and design the strategy for Coca Cola to widespread coke.

Segmentation Place Consumption gg Demographic Psychographic Behavioral Mall, restaurant, cinemas, retailer, railway station. World Wide Market.

Most of Coca Cola’s consumers are teenager and adults. People who like party and have junk food.

In America, drink carbonate is being a behavior when they eat.

Because of Coca Cola has global market, most of race drink Coca Cola (Asian,American,etc)


IV.SWOT Analysis Coca-Cola Strengths

As a carbonated soda drink product, Coca-Cola has the largest market share among similar product. On 2012, Coca-Cola has approximately 40% market share compared to similar product line like Pepsi cola, Dr. Pepper and so forth. This happen so because Coca-Cola is the first carbonated soda drink in the world, thus they already have their own consumer loyalty. Cooperation built with some fast food restaurants also broadening Coca-Cola’s market share. Coca-Cola becomes the best global brand with the highest brand value ($ 77,839). One of the reasons why Coca-Cola has a high value is because their strong force on marketing and advertising. On 2012, they spent more than $ 3 billion to market coca-cola all over the world. This high cost advertising and marketing force has proven to increase brand recognition of Coca-Cola that served in more than 200 countries.

Coca-Cola also maintains their great name through Corporate Social responsibility (CSR). They start the campaign upon recycling, energy conservation and healthy living. These activities have risen up Coca-Cola’s image and it increases their competitive advantage among competitors.


Undiversified product is the main weakness of Coca-Cola that might cause harm later in the future. Their focus on raising their main product, which is carbonated soda drink, like Coca-Cola, Fanta and sprite, will only work as a short-term strategy, because people all over the world is now trying to fight obesity and live a healthier life. The consumption of carbonated drink was also remain stagnant in some countries as more people get bored or tries to have a healthier life.

Though Coca-Cola always tries to increase their brand image in the society, there are still some negative views about them. It’s really hard to get rid of such a view. Some people criticized Coca-Cola for the excessive amounts of water they use to product, especially in the water scarce region.

The Coca-Cola Company has more than 500 brands under their wings. Unfortunately, only few of them made more than $ 1 Billion sales. Though Coca-Cola tried to introduce some new product to the market, some of it resulted in failures.


Society is begging for practicality in every product they purchase. That is why the bottled water consumption is expected to grow all over the world. This is where Coca-Cola can grab the opportunity to grow bigger. They can try to expand their market and product through acquisition. Acquisition can be a good solution for Coca-Cola, because recently they find it hard to penetrate new market with their existing product and it’s also hard to keep their growth level. Nowadays, people are fighting obesity that might lead into some serious diseases. They are craving for new healthy food and beverages. The Coca-Cola Company has the opportunity to expand their product range to fulfill the needs. Coca-Cola could also maintain its market share in the BRIC (Brazil, Russia, India and China), because their beverages consumption is growing day by day.


Coca-Cola as a product that has established for more than 50 years cannot resist the fact that consumer’s tastes starts to change day by day. They are starting to realize that carbonated drinks are bad for their health. This is the most serious threats for Coca-Cola since carbonated drinks become their main product. The saturated carbonated drinks market is also the threat for them. We all know that Coca-Cola concentrate on their carbonated drink and the market is saturating because consumer’s tastes are changing. If they cannot innovate or expand their product range, everything will be worst. The strict competition with PepsiCo also becomes a threat for Coca-Cola. Their bloodless war in carbonated drink market keeps going on every year. Now, Pepsi is fiercely trying to grab the BRIC market, especially India. Coca Cola’s gross profit and net profit margin also decreasing over the past few years and may continue to decrease due to higher water and other raw material costs.

V.Competitor Analysis Coca-Cola and PepsiCo have been in a bloodless war of carbonated soft drink for more than 50 years. They are having like an eternal warfare of each other and at the same time, they cannot get away from each other. This happens so, because there is no more closely- of perfect competitor to Coca-Cola rather than Pepsi, vice versa. Realizing their origin potential market in The United States America, both of them have fought fiercely to grab the more than $ 60 Billion market.

As two brands that are fighting to be the best in their class, Coca-Cola and Pepsi are competing to provide as many various product ranges as possible. Coca-cola release coke zero and diet coke to answer the challenge that society gave them to provide a healthy drink. PepsiCo in the other side made pepsi blue with its lime flavor to make differentiation with coca-cola. Though both of them are trying to innovate their product into some certain extends, not all of them ended in success. Coca-cola once launched C2 drink that was fail in the market. They are also fighting to get the emerging BRIC market that can brighten their name in the world.

Coca-Cola and Pepsi are not the one and only carbonated soft drink producer in the world. There are also Dr. Pepper and Schweppes, unfortunately its hard for them to compete with coca-cola because they market is still local in the US and some countries surrounding. But this does not mean they do not have the chance to expand their market worldwide, include the emerging BRIC market. Both of Dr. Pepper and Schweppes are not new player on the screen, they have been launched in almost the same time as Coca-cola and Pepsi, but it is a bit hard to penetrate some market segment in some regions. Though Dr. Pepper is produced by The Coca-Cola Company and Schweppes is produced by Cadbury. Their famous producer does not help that much in making the product go worldwide.

VI.Marketing Objectives and Strategies

Marketing objectives follow: • Improve Coca-Cola’s brand image towards further global/local responsible attitude. • Show the target audience about features and benefits of Coca-Cola’s new product. • Boost sales based on the predicted overtaking of carbonated drinks by healthy drinks by next future.

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