Coca Cola Marketing Strategy, Plan & Mix (4Ps)
Last Sunday, I went to my nearby Kirana store to get some bread. As I was waiting for the shopkeeper to fetch me a loaf, the TV in his store caught my attention. Some news channel was showing the horror that is going on some parts of the world.
Noticing this, the shopkeeper told me something, which translated in English, is “Only if humans could forget the differences and enjoy the commonality, the world would be a better place…” I nodded in agreement but kept thinking, people everywhere are so different, be it culture, race, nationality, etc. So how do we find something familiar?… The answer to my question was resting right next to the TV, in its iconic shape, chilled as everyone likes it…A bottle of Coke.
What is it about Coke that makes it so much more than a refreshment? How has it transcended from being a refreshment drink to a feeling? Let’s deep dive into all of this and much more as we take a look at the marketing mix (4Ps), plan, and strategy of Coca-Cola.
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The Marketing mix (4Ps), plan, and strategy of Coca-Cola.
A big buffet of products.
Coca-Cola has five major categories for Beverages; Sparkling Soft Water, Waters and Hydration, Juices, Dairy and Plant-based, Coffees, and Teas. There are roughly 500 beverages that make up these categories—the most popular are Coca-Cola, Sprite, Fanta, Dasani.
Let me share a brief history of Coca-Cola. It was first produced as syrup by Dr. John Stith Pemberton, a local pharmacist in Atlantia, Georgia, on May 8, 1886. He then carried a jug of this syrup to Jacobs’ Pharmacy, which was sampled pronounced “excellent” and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce the drink we know as Coca-Cola.
Fun Fact: Did you know that Dr. Pemberton’s friend, Frank M Robinson, came up with the name Coca‑Cola. He wrote it out by hand in the Spencerian script that is still used as the logo.
So precisely what is the product when it comes to Coca-Cola? Is it the drink that you and I enjoy on a hot summer afternoon?… Or is it the iconic contour design bottle conceptualized in 1916, and to date, remains the same?… Actually, it is none of these. Leave alone bottling; Coca-Cola doesn’t even complete most of their products!
Coca-Cola manufacturers sell syrups to authorized bottlers. These bottlers then add water and perform carbonation to make and sell finished Coca-Cola products. This is called Concentrate Operations.
Having many independent bottlers created several macros and macro-economic challenges for the firm, as smaller independent bottlers may face problems in continuing business when faced with economic hurdles. The Company started its Bottling Investments Group, identifying struggling franchisees , providing them with financial and institutional support.
Historically, the most considerable risk that the Company ever took came on April 23, 1985. It announced that it was changing the formula of the world’s most popular soft drink! It was called “new Coke.” The Company wanted to revamp the formula and the whole soft drinks segment, and they did just that!
We set out to change the dynamics of sugar colas in the United States, and we did exactly that — albeit not in the way we had planned. Then Chairman Roberto Goizueta
The decision to change Coke’s original formula was based on the fact that Coca-Cola was losing the market share, intensified by the lack of consumer preference and awareness. Over 200,000 consumers tested the change in formula and its taste, but these tests failed to show consumers’ emotional bonding with Coke.
The below visualization shows the world’s most chosen consumer brands, and Coca-Cola tops the chart!
Coca-Cola’s first stint in the Indian market was in 1950 with the opening of the first bottling plant by Pure Drinks Ltd., in New Delhi. The Company had to exit the country in 1977 due to India’s Foreign Exchange Act. In 1992, Coca-Cola returned to India. It bought Parle and hence acquired Thums Up, Limca, and Gold Spot. Thums Up- The Phoenix of the Indian Cola industry
Flexible Pricing Strategy
Coca-Cola, in its marketing mix, follows a pricing strategy called price discrimination. Price discrimination is a microeconomic pricing strategy where identical or largely similar goods or services are sold at different prices by the same provider in different markets. In general, an oligopoly is a market characterized by a small number of firms that realize they are interdependent in their pricing and output policies. The beverages market is an oligopoly, with a small number of manufacturers and many purchasers.
Between 1886 and 1959, the price of Coca-Cola was set at five cents or one nickel. This was possible for reasons including bottling contracts the Company signed in 1899, advertising, vending machine technology, and a relatively low inflation rate.
In 1899, when approached by two lawyers, the then Coca-Cola president, Asa Candler, sold the bottling rights to them for a meager amount of one dollar, thinking bottling would never take off, as soda fountains were the predominant way of consuming carbonated beverages in the United States. Bottling did become popular, surpassing fountain sales in 1928.
Since the contract was non-expiring, Coca-Cola had to sell their syrup at a fixed price. This meant that Coca-Cola’s profits could be maximized only by maximizing the amount of product sold, minimizing the price to the consumer. This led to Coca-Cola aggressively associating their product with a five-cent price tag, providing incentive for retailers to sell at that price even though a higher price at a lower volume would have brought them profit otherwise.
Another aspect to consider was that vending machines were prevalent during that time, and Coca-Cola owned around 85% of the total vending machines in the US in the 1950s. These existing vending machines couldn’t reliably make the change, and hence the Company feared requiring multiple coins from the customer may deter them from buying the product. Reluctant to double the price, the Company preferred to stick to five cents.
When it comes to developing countries like India, where consumers are very price-sensitive and may flip to competitors, especially Pepsi, keeping this in mind, both parties agree to price parity in each segment.
The way Coca-Cola prices its product is exciting. For the sake of this article, we will use one product as an example here, the Classic Coca-Cola. As we know, Coca-Cola’s price in the modern day is not fixed. We can purchase it for as low as 50 cents a can and as high as $5.
To illustrate, if you buy a can for 50 cents, you are buying the product as a slab of 24 cans. So, there is saving, but it’s a quantity-buy. For a little more, $1.49, you will get a chilled can at the supermarket. You’ll have to pay a little more in a petrol station or convenience store since it is more of an impulse buy. In a vending machine, which is generally located at places with no other food source, the price is higher at around $2.50. In a cafe, it would cost approximately $4.50. And the same Coke in a hotel would cost about $5.
The different price points for Coke are driven by the type of consumption, “the need state”, or “the desire state”. Therefore, the pricing power resides in the usage and the location, and the utility that the customer derives from that.
When it tries to enter a new market, mainly those sensitive to price, Coca-Cola prices its products at lower price points than its competitors in that segment. Once the brand is established, it repositions itself as a premium brand through various promotions.
With such a genius pricing strategy in its marketing mix, Coca-Cola has been able to achieve such a high margin of 27%. The below graph shows Coca-Cola’s global revenues from 2009 to 2020, as we see its revenues peaked in 2012:
Creative Promotional Strategy
If we had to choose one brand that has always been consistent with its promotions in marketing strategy, it is Coca-Cola. Never deviating from the basics, Coke has always been consistent with its projection.
From Santa Clause, as we know him, to the coupon culture we see every day, there are many such things like these that we owe to Coca-Cola. They have had such diverse campaigns, yet their underlying theme has been the same throughout history, Happiness! With slogans like “Enjoy,” “You can’t beat the feeling,” “Happiness,” coke has never been a beverage, but a “feeling.”
Coca-Cola did not create the legend of Santa Claus. But Coca-Cola advertising did play a big role in shaping the jolly character we know today. The Coca Cola Company
Bill Backer, the creative director on the Coca-Cola account, was once flying to London to meet up with music director Billy Davis to shoot a new ad for Coke. The plane had to be rerouted to Ireland due to heavy fog in London. Most of the passengers were irritated by the situation. The next day Backer saw many of the passengers, some of whom were the most irate the previous day, laughing and sharing stories over a bottle of Coke. This was an eye-opener for Backer; he realized Coke wasn’t just a refresher but a commonality shared by people worldwide.
This set Bill Backer and team to shoot the famous “I’d like to buy the world a Coke.” When released in the US in July 1971, the Coca-Cola company received more than 100,000 letters about the commercial. Billy Davis, the music director on Coke’s account, wanted to produce a record version of the commercial, releasing two versions, by a group of studio singers who called themselves “The Hillside Singers” and later New Seekers. Both versions topped charts and were recorded in a wide range of languages, and sheet music is one of the top-selling to date.
The “I’d like to buy the world a Coke” ad:
In the context of India, Coca-Cola has had a mix of jingles with celebrity endorsements. One of the most iconic ads was the “Thanda Matlab Coca-Cola,” released in 2003, featuring Amir Khan. This ad highlighted how Indians related to the brand as cool relief. Coca-Cola also understood the importance of festivals and cricket in Indian culture and targeted the same.
Campaigns like “Share a Coke Campaign,” “Fifa World Cup Campaign,” “Happiness Machine Campaign” helped Coca-Cola become an industry leader and become a part of the everyday lives of its consumers.
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The “Share a Coke” campaign:
The “Happiness Machine” campaign:
Coca-Cola at international Places
Coca-Cola is present in more than 200 countries and territories. Being in the business for more than 135 years, Coca-Cola has a vast and extensive distribution network. It has a total of 6 geographic regions of operations, including Europe, Latin America, North America, the Pacific, Eurasia & Africa. As mentioned earlier, Coca-Cola relies on its bottling partners for the packaging and distribution of its products.
The visualization below shows the Market Share of leading Carbonated Soft Drinks companies in the United States. Coca-Cola has been a clear market leader.
While many view our Company as simply “Coca-Cola,” our system operates through multiple local channels. Our Company manufactures and sells concentrates, beverage bases, and syrups to bottling operations, owns the brands, and is responsible for consumer brand marketing initiatives. Our bottling partners manufacture, package, merchandise and distribute the final branded beverages to our customers and vending partners, who then sell our products to consumers. The Coca Cola Company
Once the bottlers are done with the packaging (predefined by the Company), the bottles are transported to the stockists, distributors, and retailers from where the final consumers buy the product. Coca-Cola has a pervasive distribution channel. In India, Coca-Cola has around 2.6 million outlets to sell its products.
Coca-Cola has a reverse supply chain where they collect the leftover glass bottles from the retailers and convert them into reusable products, thus saving cost and additional resources.
In its latest News Release, the Company reported strong results in the second quarter. The Coca-Cola Company reported strong second-quarter 2021 results and year-to-date performance.
Our results in the second quarter show how our business is rebounding faster than the overall economic recovery, led by our accelerated transformation. As a result, we are encouraged, and, despite the asynchronous nature of the recovery, we are raising our full-year guidance. We are executing against our growth plans, and our system is aligned. We are better equipped than ever to win in this growing, vibrant industry and to accelerate value creation for our stakeholders. James Quincey, Chairman, and CEO of The Coca-Cola Company
This signifies a strong recovery from the setback caused by the pandemic. As we see, all of the above Ps in its marketing strategy and mix have contributed to Coca-Cola’s success, both during pre-pandemic and in its recovery post-pandemic.
That’s it for this one; I need a Coke now 🙂
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Introduced more than 120 years back, Coca-Cola is still the most sipped soda worldwide, with a staggering 1.9 billion servings daily spanning 200+ countries. The brand has always been enthusiastic about engaging customers more effectively. The robust Coca Cola Marketing Strategy has been able to invigorate the masses over the years, ranking as the world's largest manufacturer and licensor of 3,500 nonalcoholic beverages.
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Coca-Cola Target Audience
Coca-cola has colossal brand recognition as it targets every customer in the market. Its perfect marketing segmentation is a major reason behind its success.
- Firstly, the company targets young people between 10 and 35. They use celebrities in their advertisements to attract them and arrange campaigns in universities, schools, and colleges.
- They also target middle-aged and older adults who are diet conscious or diabetic by offering diet coke.
Income and Family Size
It introduces packaging and sizes priced at various levels to increase affordability and target students, middle class, and low-income families and individuals.
Coca-Cola sells its products globally and targets different cultures, customs, and climates. For instance, in America, it is liked by older people too. So, the company targets different segments. It also varies the change accordingly, like the Asian version is sweeter than other countries.
Coca-Cola targets individuals as per their gender. For example, Coca-Cola light is preferred by females, while coke zero and thumbs up are men's favorite due to their strong taste.
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Coca-Cola Marketing Channels
Coca-Cola initially employed an undifferentiated targeting strategy. In recent times, it has started localizing its products for better acceptability. It incorporates two basic marketing channels : Personal and Non-personal.
Personal channels include direct communication with the audience. Non-personal marketing channels include both online and offline media, such as
- Promotion Campaigns
- PR activities
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Coca-Cola Marketing Strategy
A uniquely formulated Coca Cola marketing strategy is behind the company's international reach and widespread popularity. The strategy can be broken down into the following:
Coca-cola has approximately 500 products. Its soft drinks are offered globally, and its product strategy includes a marketing mix. Its beverages like Coca-Cola, Minute Maid, Diet Coke, Light, Coca-Cola Life, Coca-Cola Zero, Sprite Fanta, and more are sold in various sizes and packaging. They contribute a significant share and generate enormous profits.
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Coca-Cola's price remained fixed for approximately 73 years at five cents. The company had to make its pricing strategy flexible with the increased competition with competitors like Pepsi. It doesn't drop its price significantly, nor does it increase the price unreasonably, as this would lead to consumers doubting the product quality and switching to the alternative.
Coca-cola has a vast distribution network. It has six operating regions: North America, Latin America, Africa, Europe, the Pacific, and Eurasia. The company's bottling partners manufacture, package, and ship to the agents. The agents then transport the products by road to the stockist, then to distributors, to retailers, and finally to the customer. Coca-Cola also has an extensive reverse supply chain network to collect leftover glass bottles for reuse. Thus, saving costs and resources.
Coca-Cola’s Global Marketing
Coca-Cola employs different promotional and marketing strategies to survive the intense competition in the market. It spends up to $4 million annually to promote its brand , utilizing both traditional and international mediums for advertisements.
Classic Bottle, Font, and Logo
Coca-Cola organized a global contest to design the bottle. The contest winner used the cocoa pod's design, and the company used the same for promoting its shape and logo. Its logo, written in Spencerian script, differentiates it from its competitors. The way Coca-cola uses its logo in its marketing strategy ensures its imprint on consumers' minds.
Coca-Cola’s Gripping Advertisements
The recent 'Share a coke' campaign, launched in 2018 in almost fifty countries, has been quite a success. The images of celebrities of that region and messages according to the local language and culture of the area target the local market.
Coca-Cola Advertisement Featuring Celebrities
The company is a well-recognized brand for its sponsorships, including American Idol, the NASCAR, Olympic Games, and many more. Since the 1928 Olympic Games, Coca-Cola has partnered on each event, helping athletes, officials and fans worldwide.
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With technological advancement, social media and online communication channels have become the most significant part of the Coca-Cola marketing strategy. It actively uses online digital marketing platforms like Facebook , Twitter, Instagram, YouTube, and Snapchat to post images, videos, and more. The Coca Cola marketing strategy primarily includes SEO , email marketing , content marketing , and video marketing .
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5 ways The Coca-Cola Company is reimagining its marketing strategies
13-Sep-2021 - Last updated on 13-Sep-2021 at 15:35 GMT
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1) Attract new consumers, not existing ones
Attracting existing consumers is easy. Attracting newer ones is harder – but it’s what the company needs to be focusing on, said Brian Smith, COO, The Coca-Cola Company, at the Barclay’s Global Consumer Staples Conference last week.
“In the past, we were less zeroed in on recruiting the consumer base for the specific brand, to be able to increase the bottom of the pyramid and bring more people into the brand,” said Smith. “And we tended to do a lot of marketing that would increase the frequency of the loyal consumer base. What we’re changing going forward is we’ll continue to have activities around the frequency, but as well, the big push is going to be to recruit more so that we can broaden the weekly drinkers that we have.”
2) Measure results
“We’ll have mechanisms to really understand exactly who is drinking on a weekly basis around so that we have very strong quantitative measures of whether we’re making progress or not in terms of increasing the consumer base,” continued Smith.
“So as opposed to just TV like we used to do in the past, if we go into digital, is it going to be gaming? Is it going to be music? Is it going to be sports? What kinds of assets are we going to use because ultimately what we’re trying to do is to engage the consumers as opposed to just talking to them, and so we need to draw them into that conversation and then actually becoming, in a lot of cases, co-creators of the content we want to disseminate, and that’s the way we believe we can get the stickiness with the consumer base to be able to increase the base.”
3) Identifying and ditching mediocre campaigns
The result is that marketing spend will become much more efficient.
“Part of the thing in the past is that we didn’t know exactly which marketing was the marketing that was driving the growth, and so by having better metrics to know exactly how the marketing is working, we’ll be able to get rid of all the marketing that didn’t do very much and be able to reallocate it towards what does,” said Smith.
4) Match up dreams with capabilities
There’s no point in having a great product and great marketing strategy if you can’t ultimately delivery it into the hands of consumers. Distribution must match up with marketing ambitions, adds Smith.
“A lot of times, we’ve launched products where we had great products, well positioned for the right consumer segments with the right spend in media, but where we didn’t have the follow through necessarily in terms of getting the distribution, having the coolers and being able to track to make sure that we’re getting the sampling that we need to be able to get consumers, to connect the dots, across the whole thing.”
Smith’s final words of wisdom?
“It I had to use one word in terms of how marketing is going to change, it’s discipline around both the what and the how we’re going to do things for the global brands around the world”.
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The Strategy Behind Coca-Cola’s Holidays Campaign Featuring a City of Santas
Islam eldessouky, global head of creative strategy and content, discusses this year's work.
There are few major brands that are as closely connected to the winter holiday season as Coca-Cola has positioned itself through decades of marketing . The iconic figure of Santa Claus has been a central component of that strategy over the last 92 years.
This year, the company’s holiday campaign has taken its affinity with the kind fellow and his spirit of generosity even further, showcasing a city of Santas alongside the requisite festive song “I Could Be Santa Claus” performed by British singer and songwriter Celeste, which plays throughout.
Running across 80 markets (with non-English speaking countries hearing an orchestral accompaniment instead), the narrative for the nearly two-minute-long film, The World Needs More Santas, focuses on the message of kindness.
The campaign is led by WPP Open X, their dedicated arm for the Coca Cola business led by VML and supported by Grey, Ogilvy PR, Essence Mediacom, Hogarth and JKR teams. The hero film was directed by Pontus Löwenhielm and produced by Stink Films.
“We want to bring people together and we want to be a reminder of goodwill,” Islam Eldessouky, global head of creative strategy and content for Coca-Cola, explained to Adweek.
He also revealed that the company has introduced an internal campaign pitching process across the Open X team, with ideas being encouraged around the ongoing “Real Magic” platform. The ideas taken forward are then qualitatively tested for insights and feedback before deciding whether to go to market.
We really want to showcase our values. —Islam Eldessouky, global head of creative strategy and content, Coca-Cola
When asked about the value of traditional advertising, such as television in an increasingly digital marketing strategy, he stated that the medium’s use depends on the moment and whether the moment is “big enough to occupy a big space.”
Eldessouky cited moments such as Christmas and the Super Bowl as examples of “big” moments that justify leading with TV, but chose “other vehicles” to communicate the brand message. Events are proving an increasing focus in that respect.
To encourage more participation with the brand, Coca-Cola has been increasingly producing more digitally engaging campaigns in recent years, and the holidays are no exception with an accompanying “Find Your Inner Santa” quiz through the Coca-Cola App and mobile browsers, to determine the user’s type of “inner Santa.”
The use of AI is also present throughout the “Create Real Magic” platform , where users will be able to design and send self-made holiday postcards. The results of both are then prompted to be shared through the users’ social media channels with the hashtag #CocaColaChristmas.
“We work a lot with OpenAI, Bane and others because it allows us a chance to not only invite participation, but really democratize how people can be creative with the work and the campaign and feel part of it,” claimed Eldessouky.
The quiz will be promoted through on-pack QR codes, offering the chance to win prizes, including a trip to Santa’s official hometown of Rovaniemi. Out-of-home posters will run in each of the 80 markets, highlighting everyday moments that feature unexpected acts of kindness.
The annual Coca-Cola truck tour will also take place once again at events across various markets, encouraging participation through activities such as sending digital seasonal cards, enjoying local food stalls and meeting local charitable organizations.
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“We try to always have a good balance between live events and digital experiences with inspiring pieces and seed people talking as well as through traditional media or even video platforms which are all super important,” said Eldessouky.
He clarifies that the main objective of this activation is not data collection. While he admitted it was part of the Coca-Cola ecosystem, it was not an outcome focused upon.
Director: Pontus Lowenhielm, as part of the directing collective Traktor. Production company U.K: Stink Films Managing director/executive producer: John Chad Line producer: Lucy Gossage Production company Bulgaria: Icon Films Executive producer: Millen Nickolov Editorial: Final Cut, London Editor: Rick Russell Executive producer: Michelle Corney Offline producer: Nikki Porter Postproduction: VFX, Grading, Finishing – FrameStore, London Creative director: VFX supervisor – Kamen Markov Post producer: Alexia Paterson WPP Open X led by VMLY&R, Ogilvy and Essence Mediacom.
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Stephen is Adweek's Europe bureau chief based in Glasgow.
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Coca-cola is generally tagged as the 'soft drink' of the world (Bell 2004). The company started selling its drink in 1886 when Dr. John S Pemberton charged his customers five cents per bottle. Since then, the brand has become the leading soft manufacturer globally with over 700,000 employees with more than 500 brands.
The company has been very successful in its campaign that it has solidified its status to be one of the icons in American culture. As it continues to expand globally, Coca-Cola partnered with several bottlers worldwide to go over all the processes of every product.
Behind the company's success is a marketing approach that typically guides Coca-Cola to market its products. Most companies generally classify their marketing strategies into different categories. As with Coca-Cola, market segmentation, targeting, and positioning are three essential factors that helped the company effectively cater to its target customers.
The subsequent chapters of this article will analyze these three variables in Coca-Cola's marketing strategy. This can also serve as a guide for startups to formulate their marketing approach.
Market Segmentation of Coca-Cola
Market segmentation refers to classifying potential markets in segments or groups with common needs and responding similarly to a specific marketing action. This approach allows firms to target various categories of customers that perceive the absolute value of particular products and services variable from one another.
Coca-Cola's market segmentation focuses on four various elements, namely geographic, demographic, psychographic, and behavioral. Coca-Cola might have originated from the United States, but it has expanded its brand to various countries across the globe over the years. The company's geographic segmentation aims to drive the market into different geographical units, including cities, regions, and neighborhoods. While Coca-Cola might be focusing on urban and suburban areas, it also ensures a countrywide product distribution network. This is in the realization that as the company expands, there is a demand from those in rural areas.
Meanwhile, the demographic segmentation of Coca-Cola is divided into sub-segments based on various variables like age, occupation, family life cycle, race, religion, generation, social class, and nationality. These variables are the most popular basis of Coca-Cola to distinguish customers groups. The psychographic element of the Coca-Cola market segmentation is categorized into different groups based on lifestyle, personality, or values.
The behavioral variable is the final element in Coca-Cola's marketing segmentation. It generally focuses on the customers' knowledge of, use of, response, and attitude towards its products. Most marketers treat the behavioral variables as excellent starting points for formulating market segments.
Targeting of Coca-Cola
Coca-Cola's targeting strategy is broader, not only because of its global presence in the market but also with the several products that they provide. There is also the need to satisfy various customers, ranging from average to health-conscious ones. The primary target of Coca-Cola is younger customers within the age bracket of 10-25 and a secondary market composed of people aged 25-40.
The company targets the market that desires an intense flavor with their regular cola drinks in terms of taste. Meanwhile, diet cola drinks and their variants target those customers that are health conscious. Coca-Cola campany has also expanded its product to non-cola beverages to target those not fond of drinking its regular cola drinks. A Coca-Cola product such as Sprite is specifically designed to target teens and college students, while others target the young working group.
Positioning of Coca-Cola
Positioning tackles how products will stand with the competition, which offers the same products and services in the market and customers' minds. An excellent positioning transforms a product into a unique one, making customers consider using it. In a marketplace with various cluttered products showcasing similar benefits, an effective positioning strategy makes the product stand out among others and creates curiosity from customers.
With Coca-Cola, it positions its products as thirst-quenching and refreshing. The products they offer are said to bring joy to its target market. The drinks and other products from Coca-Cola are also associated with having a great time with family and friends while enjoying daily life. Additionally, the company also markets its products consistently and of premium quality.
For those looking for high-quality drinks, one of the names that will surely come into their minds will be Coca-Cola. The company has an extensive selection of refreshments; each offers a positive experience for consumers. In contrast to other beverage brands, Coca-Cola brands itself as a product that provides happiness and positive in customers' lives. Ultimately, the company's primary focus is to cater to the needs and preferences of its global customers.
Table of Coca-Cola Segmentation, Targeting, and Positioning
The Coca-Cola market segmentation, targeting, and positioning variables are comprehensively described above. You can refer to this table below for a simplified list of how the company categorized these variables and principles.
Bonus: Four More Types of Analysis of Coca-Cola
Unleash your marketing prowess with these insightful templates. Delve into the realm of Coca-Cola's segmentation, targeting, and positioning diagrams. Explore the templates to understand Coca-Cola's marketing strategies better and enhance your brand's competitive edge.
Coca-Cola Marketing Mix
The Coca-Cola diagram analysis below dissects key aspects of Coca-Cola's marketing strategy. It covers Products (Coke, Sprite, Powerade), Places (restaurants, vendors, grocery stores), Prices (price discrimination), and Promotions (TV ads, social media, print media, billboards, digital marketing).
The diagram is valuable for marketers, students, and analysts seeking to understand Coca-Cola's successful strategies. It provides a visual framework to examine their product range and distribution channels. The diagram also tackles pricing tactics and promotional methods. It's useful for devising marketing plans or evaluating strategies in the beverage industry.
Coca-Cola BCG Matrix
The circular diagram features the main categories on the outer ring. The topic involves stakeholders, legal, economic, environmental, social, technology, and political. Each category branches into specific subtopics, with varying numbers of subtopics. Some contain one, while others have up to ten.
The Coca-Cola BCG Matrix visually represents the company's product portfolio into four segments. The segments are Stars (including Maaza, Kinley, and Thums Up), Question Marks (Fanta and Sprite), Cash Cows (Limca and Coca-Cola), and Dogs (Diet Coke and Minute Maid).
Use the matrix when analyzing a company's product portfolio. In the diagram below, Coca-Cola determines where each product stands in terms of market growth and market share. It helps them allocate resources, such as investing in "Stars" for further growth or optimizing mature "Cash Cows." It's an essential tool for strategic product management and marketing planning.
Coca-Cola PESTEL Analysis
The PESTEL diagram tackles the external factors affecting the company's operations across six key dimensions. It starts with Political (compliance with FDA and labor laws), Economic (adapting to changing consumer preferences and health trends), Social (enhancing market efforts in specific regions like Japan and China), Technological (leveraging social media for marketing), Environmental (managing operations in water-rich areas), and Legal (ensuring comprehensive legal rights).
The diagram below is valuable when conducting strategic assessments or risk analysis. It comprehensively explains the diverse influences on Coca-Cola's business environment.
Coca-Cola VS PepsiCo
The mind map below is a concise template that explores key aspects of both companies' operations. It branches into branding, advertising, marketing, supply chain, procurement of raw materials, and manufacturing. Within each branch, it analyzes Coca-Cola and PepsiCo, enabling easy and direct comparison.
This mind map is useful for competitive analysis, market research, or strategic planning. You can grasp the similarities and differences between the two major players in the beverage industry. The one-page format enhances its accessibility. It is great for assessing the strategies, strengths, and weaknesses of Coca-Cola and PepsiCo.
The diagram effectively conducts corporate analysis, sustainability reports, or stakeholder management. It aids in categorizing various factors influencing Coca-Cola's operations. The use of color coding simplifies complex information. It's easier for stakeholders, analysts, and decision-makers to assess the company's performance. They can easily align strategies or ensure compliance with environmental and legal standards.
Suppose you are to open your beverage store, Coca-Cola's marketing approach can be helpful. The company might be a giant one, but several principles are also applicable for startups, looking at its marketing treatment. It is just a matter of localizing each variable to fit into your brand's marketing approach. The diagram and discussion above can also be helpful if you are studying marketing and plan to create your first marketing strategy using marketing segmentation, targeting, and positioning principles.
It can also be beneficial to organize all the components through mind mapping software, similar to what was illustrated above. EdrawMind is a user-friendly mind mapping tool that offers a straightforward process for creating mind maps online. If you want it to look playful, you can even put images, shapes, and other elements to your diagram. The interface is easy to navigate, giving first-time users ease. If you find it a handful to make your mind map structure, you can use pre-built templates of the Market Segmentation and STP Analysis. The templates will provide you with a framework, and all you have to do is input the information on the diagram. The software is also very flexible as users can either work on their mind maps through a browser or from their desktops.
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Adidas Mission and Vision Statement Analysis
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Marketing Responsibly in the U.S.
At The Coca‑Cola Company, we’ve proudly served our drinks for more than 135 years and managed brands that refresh millions of people across the world every day. We know that the trust many millions of consumers place in our brands comes with a responsibility to do business the right way.
The Coca‑Cola Company has always taken our commitment to advertise responsibly seriously, in every country and across all marketing media. We have been a leader in Responsible Marketing, particularly regarding responsible marketing practices when children are present.
Our Responsible Marketing Policy guides our entire approach to marketing and establishes firm rules for what we will and won’t do.
We apply this policy across all media channels including TV, print media, outdoor, cinema, digital and social media.
Greater Houston Retailers Cooperative Association and Coca-Cola Make $40,000 Donation
By Kevin McIntyre | November 7, 2023
The Greater Houston Retailers Cooperative Association (GHRA) has announced a collaboration with Arca Continental Coca-Cola Southwest Beverages (CCSWB), through which the companies donated $40,000 to the Houston Food Bank as part of the ABC13 Share Your Holidays annual campaign.
GHRA’s board of directors made the commitment to the Houston Food Bank to support communities where the association’s members, employees and customers work and live. During a presentation at GHRA’s 2023 Trade Show on Oct. 25, Houston Food Bank chief development officer Amy Ragan said the contribution of $40,000 is significant because it will fund 120,000 meals.
Houston Food Bank representatives met with GHRA members and vendors throughout GHRA’s annual trade show to share information on how businesses and communities can support its mission. The GHRA 2023 Trade Show “Next Gen – Collaborating to Achieve,” was the association’s 12th and largest annual trade show to date with more than 2,000 participants and 190 exhibitors.
GHRA is a membership organization that provides resources to independently owned and operated convenience retail stores. GHRA’s nearly 1,100 individual members are entrepreneurs who own more than 2,000 convenience retail stores in neighborhoods across 37 counties throughout Houston and southeast Texas. Together, GHRA members represent more than a third of the retail stores in the Houston metropolitan area.
The commitment to the Houston Food Bank 2023 ABC-13 Share Your Holidays Campaign was originally announced by GHRA and CCSWB on Sept. 28 at the grand opening of the new Kudos convenience store in Huntsville, Texas. Kudos is a new-to-industry brand developed by GHRA focused on excellent product selection, customer experience and commitment to social causes that enhance wellbeing of communities where the stores are located.
“GHRA is pleased to support the Houston Food Bank because it serves our neighbors in need throughout Houston and southeast Texas,” said GHRA CEO Brian Trout. “The Houston Food Bank and its many partners serve communities in which GHRA member stores are located — collaborating with local partner organizations to help enhance the wellbeing of communities throughout and surrounding Houston including and beyond Baytown, Cleveland, Conroe, Hempstead, Huntsville, Magnolia, Sealy, Sugarland and Willis.”
“One of the pillars of GHRA and our brands is giving back to enhance the wellbeing of the communities where we work and live,” said GHRA board of directors president Imran Ali. “We are pleased to recognize the Houston Food Bank as the recipient of GHRA’s most recent community investment. The Houston Food Bank is an excellent example of an organization that collaborates effectively with others, working tirelessly throughout the year to ensure individuals and families have nutrition and other healthy living basics that they need.”
Trout explained that $20,000 of the contribution is directly from GHRA and the other half is a match from a community fund that CCSWB created using a portion of revenues generated from its business with GHRA members.
“We recognize that GHRA represents a community of convenience store operators who place significant value on giving back to our community. Arca Continental Coca-Cola Southwest Beverages is pleased to continue our support to the Houston Food Bank with this collaborative donation, which is consistent with our ongoing commitment to GHRA members, our mutual customers, and to our own company’s community investment focus,” said CCSWB account executive Michael Parsons.
GHRA is planning a volunteer day at the Houston Food Bank during the 2023 yearend holiday season. “GHRA members, staff and vendors look forward to furthering the impact of our collaborations by rolling up our sleeves together for the Houston Food Bank,” Trout said.
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Veterans Day weekend events, meal, drink deals in Upstate SC. Here's what to know.
Veterans Day celebrates and honors those who have served in all U.S. wars, past and present.
The annual day of remembrance for veterans has been around since after World War I, where it was first named Armistice Day. It became one of 10 federally recognized holidays in the 1930s. Veterans Day is often honored by parades and memorial services both locally and nationally, and many businesses offer special deals to veterans .
Veterans Day is on Nov. 11 every year, regardless of what day of the week it falls.
This year, it falls on a Saturday.
There are many patriotic ways to honor Upstate SC veterans, from parades to fireworks and live music.
Upstate SC Veterans Day weekend events
∎ Veteran's Day Celebration, Landrum, Saturday, Nov. 11, 7-9:30p.m.
This event will be located at the Farmer's Market Pavilion and will open with a ceremony by local veterans of Foreign War. There will be live music by the Remember Me band, and the City of Landrum will have special gifts for veterans.
∎ Upstate Warrior Solution Veterans Day Bass Tournament, Saturday, Nov. 11, 6 a.m.
Upstate Warrior Solution will host its tournament at Lake Hartwell's Green Pond Landing. A 2-person team costs $100. Prizes are as follows: Big Fish: $500 (Veteran Only); 1st: $1,000 (all anglers); 2nd: $500 (all anglers); 3rd: $250 (all anglers). To register, please visit here .
∎ SC Veterans Upstate Salute, Greenville, Sunday, Nov. 12, 3-10 p.m.
On Fluor Field, live music will play from Christian Stolz and the Broken Arrows, featuring Clay Page and Ryan Spencer. The celebration will feature fireworks, a vintage warbirds flyover and the Special Forces Jump Team. Gates open at 3p.m. and the concert begins at 5p.m. To attend, you must get a complimentary ticket here.
∎ Mauldin Veterans Day Memorial, Mauldin, Saturday, Nov. 11, 11 a.m.
City Administrator Seth Duncan will welcome attendees to the event. Opening and closing prayers will be spoken by Pastor Wade Leonard of Mauldin First Baptist Church. A posting of colors by American Legion Post 271 will take place, along with a Quilts of Valor presentation and musical selections. There will also be remarks by Air Force veteran Mayor Terry Merritt.
∎ Freedom Isn't Free, Anderson, Saturday, Nov. 11, 7 p.m.
A concert to honor veterans will be presented by the NGU Community Orchestra and NGU Choir. Free tickets are required and can be obtained through the NGU Box Office or by calling 864-977-7085.
∎ Spartanburg American Legion Post 28 Veterans Day Parade, Spartanburg, Saturday, Nov. 11, 4:30-5:30p.m.
The parade will begin at Mount Moriah Baptist Church and proceed down Church Street, ending at the Spartanburg Memorial Auditorium.
More: Anderson County honors Veterans Day with parades, ceremonies and special events
∎ The Wall that Heals, Spartanburg, through Nov. 12, open 24 hours
This wall is a mobile replica of the Vietnam Veterans Memorial in Washington, DC. The traveling exhibit honors over 3 million Americans who served in the U.S. Armed Forces in the Vietnam War. The wall features the machine engraved names of the 58,000 men and women who gave up their lives to defend the nation.
∎ Pickens County Veterans Day Celebration and Parade, downtown Liberty, Sunday, Nov. 12, 1:30-5:30 p.m.
Parade will be located at the Pickens Performing Arts Center. RSVP by calling 864-898-5926 or 864-898-5928.
∎ Veterans Day Appreciation Dinner, Liberty, Saturday, Nov. 11, 4-6 p.m.
The free dinner will be held at Golden Creek Baptist Church.
Veterans Day Meal Perks
To get in on these special Veterans Day meal deals, be prepared to present a valid military ID.
∎ Applebee's : Complimentary full-size entree from a special menu when dining in on Saturday, Nov. 11. Veterans will also receive a $5 "Bounce Back" card to put towards a future meal.
∎ Bad Daddy's Burger Bar: During dine in, veterans can look forward to a free Big Daddy's All-American burger and side between 11a.m.-4p.m.
∎ Bob Evans: Free meal from a menu of 7 offerings.
∎ Buffalo Wild Wings: Free order of boneless wings and fries.
∎ Condado: Free tacos for all veterans on Saturday, Nov. 11.
∎ California Pizza Kitchen: Select locations are offering veterans a free meal from a special menu on Saturday, Nov. 11.
∎ Chicken Salad Chick: Free meal at all locations.
∎ Chili's: On Saturday, Nov. 11, veterans can dine in to receive 1 of 4 entrees for free.
∎ Cracker Barrell: When dining in or online, veterans can receive a free Double Chocolate Coca Cola cake.
∎ Craft Axe & White Duck Taco : On Saturday, Nov. 11, all veterans and active military throw free for 45 minutes. They will also receive free chips and salsa/queso from White Duck Taco.
∎ Denny's: Build your own Grand Slam breakfast for free from 5a.m.-noon.
∎ Dunkin Donuts: Participating locations will offer a free donut.
∎ 7-Eleven: Free Big Gulp or coffee.
∎ Golden Corral: A free thank you meal for Military Appreciation Night on Nov. 14 at 5p.m.-noon.
∎ IHOP: Dine-in only free red, white and blueberry pancakes.
∎ Krispy Kreme: In-shop and drive-thru only free coffee and donut.
∎ Logan's Roadhouse: From 3p.m.-6p.m., get a free meal from the American Roadhouse.
∎ Red Lobster: A free meal of Walt's Favorite Shrimp, Fries and Coleslaw from 11a.m.-4p.m.
∎ Smoothie King: Free 20-ounce smoothie.
Nina Tran covers trending topics. Reach her via email at [email protected]
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Política de Marketing Responsable de The Coca‑Cola Company
1 de enero de 2022
En The Coca‑Cola Company (TCCC) estamos comprometidos con la comercialización responsable de nuestros productos. Tenemos un historial de alinear nuestras prácticas comerciales con nuestros objetivos de sustentabilidad, nuestros objetivos comerciales y nuestros valores. Nuestra Política de mercadeo responsable establece claramente que respetaremos el papel de los padres y cuidadores al no comercializar directamente a niños menores de 13 años.
Definimos medios que se dirigen directamente a niños menores de 13 años como medios en los que el 30% o más de la audiencia está compuesta por niños menores de 13 años, donde es posible obtener esta información. Específicamente, esto significa que no haremos publicidad en todos los medios que se dirijan directamente a niños menores de 13 años, incluidos programas, medios impresos, sitios web, redes sociales, películas y mercadeo por SMS/correo electrónico.
No diseñaremos nuestras comunicaciones de mercadeo de manera que atraigan directamente a niños menores de 13 años. Específicamente, no utilizaremos, en ninguna comunicación creada después de la fecha de adopción de esta política:
- Celebridades, personas influyentes en las redes sociales o personajes cuyo atractivo principal es para niños menores de 13 años, con la excepción de los personajes de valor de marca que ya están en uso.
- Vinculaciones de películas relacionadas con películas que atraen principalmente a niños menores de 13 años.
- Juegos, videojuegos o concursos diseñados para atraer principalmente a niños menores de 13 años.
- Mercancía con licencia cuyo atractivo principal sea para niños menores de 13 años.
- Imágenes de nuestros productos siendo consumidos por niños menores de 13 años sin la presencia de un adulto. No presentaremos a ningún niño que tenga, o parezca tener, menos de cinco años.
- Patrocinios de marca de eventos deportivos y de entretenimiento dirigidos principalmente a niños menores de 13 años.
El enfoque de marketing de The Coca‑Cola Company es coherente con el Código de marketing y publicidad de la Cámara de Comercio Internacional y su Marco para la comunicación responsable de marketing de alimentos y bebidas. Apoyamos estos principios rectores en todas nuestras comunicaciones de mercadotecnia para todas las edades.
Como empresa global, creemos en las escuelas libres de publicidad. No haremos publicidad comercial en las escuelas primarias. Lo siguiente se incorpora por referencia y forma parte de esta política:
- Política global de bebidas en escuelas de The Coca‑Cola Company
- Cualquier directriz adicional con respecto a las escuelas adoptadas a nivel regional o local
Nuestro sistema apoya programas educativos para niños menores de 13 años en comunidades locales de todo el mundo. Cualquier presencia de marca en programas para niños simplemente indicará y reconocerá apoyo financiero/patrocinio y no tendrá fines publicitarios.
Last Revised: 02/22/2022