Introduction
The Coca- Cola Company was incorporated September 5, 1919.
The company is the leading nonalcoholic beverage company.
Coca-Cola offers over 500 different brands.
Coca-Cola “originated as a soda fountain beverage in 1886 selling for five cents a glass” (The Coca- Cola Company, 2015) in Atlanta, Georgia. Coca-Cola puts its ““Focus on needs of our consumers, customers and franchise partners” (The Coca- Cola Company, 2015) {The Coca-Cola Company is the leading and the most popular nonalcoholic beverage (soft drink) company. Coca- Cola connects with its consumers on a level where the consumers feel comfortable with the company. Because the company has been around for so long, many customers knows what the company stands for and continue to remain loyal to the company.}
Coca-Cola Brands
“The Company owns or licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages, such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks” (Forbes, 2015).
{The Coca-Cola company offers its consumers a variety of different beverages to choose from. By meeting the different tastes of consumers, the company is able to successfully satisfy customers worldwide. The different brands developed by Coca-Cola include Diet Coke, Dasani, Sprite, Fanta, and many more.}
Target Market
Coca-Cola’s target market includes consumers from all demographics.
The Term Paper on Coca cola marketing strategies
... and beverage industry in the econom Market Structure Product Variation Company Share (%) Cola Drinks: Thumbs Up 29 Coca Cola 25 Pepsi 18 Non Cola Drinks: ... out benefits of beverage consumption whether in terms ... very strong and safe feeling that the consumers have while consuming the beverages. Consumer education is a must to bring ...
Men & Women
Non-Alcoholic beverage drinkers
Consumers of ages 10 -60.
{Coca-Cola strives to target men and women of different ages, ethnicities, educational backgrounds, and locations. The company has many different brands that can satisfy the needs of customers of different demographics. The Coca-Cola brand is known world-wide so there are different brands to meet the needs of those consumers from around the world. The company targets consumers of all ages, but will focus mainly consumers between the ages of 10-60. There are different brands that meet the needs of consumers within each age group.}
Coca-Cola SWOT Analysis
Strengths : Quality product, Loyal Customers, Effective Marketing Techniques Weaknesses: Most of the products are carbonated beverages, Many brands innovated are not very popular amongst consumers, Subjected to negative criticism. Opportunities: Create more healthy beverages, Create juices or beverages suitable for toddlers and babies. Threats: Competitors such as Pepsi whom are developing new brands. {Coca-Cola is the most valued company when it comes to the development of nonalcoholic beverages.
Because the company has been around for so long and has sought customer feedback when engaging in making changes that relate to the products, Coca-Cola has a loyal customer base. There are some weaknesses that are associated with the company primarily only sales beverages, and there are sometimes negative criticism. There are opportunities for the company to branch out into other areas such as making food products. The threats faced by the company come from competitors.}
Goals & Objectives
To be the leader in the beverage industry. To make sure that the consumers of Coca-Cola brands are aware of the company and the products that the company offers. Increase the company’s sales and revenue. To make potential consumers around the world aware of the companies’ products and what they have to offer. {The goals and objectives of Coca-Cola are set into place in order to increase sales and revenue and to make sure that consumers are happy with the products offered by the company. The goals and objectives can be utilized to take the company to another level which will completely set it apart from other companies within the beverage industry.}
The Essay on Globalisation and the Coca-Cola Company
... iconic red and white logo and brand marketing to instill confidence in the consumer that the Coca-Cola product would taste the same everywhere it ... 70% of Coca Cola’s business income is generated from non-US sources (Coca-Cola Company, 2012). In over a century, Coca-Cola has grown the company into a ...
Customer Loyalty
The company will provide its’ consumers with a quality experience when utilizing the products. The Company will build customer loyalty by continuing to be innovative in creating the different brands that fit the needs of their consumers. The company offers its consumers Coke Rewards that allow them to gain savings for the products. {When it comes to customer loyalty, it is important that companies make sure that they maintain the
brand image. According to the course text, “A strong brand community results in a more loyal, committed customer base” (Kotler & Keller, 2011).
Another way for the company to promote customer loyalty is to make sure that the products are available to the consumers at a reasonable price. It is also important to make sure that the products are easily accessible to consumers in all locations where the products are being sold. By offering opportunities for consumers to save, the company is able to build gain loyal companies because they can see that the company does care about their finances.}
Competitors
Coca- Cola’s competitors include other companies that produce nonalcoholic beverages, the main one being Pepsico, Inc. Pepsico is the 2nd most popular soft drink company. Like Coca- Cola, this company also have beverages that are offered within a number of restaurants and stores. Nestle is another competitor that offers beverages. Although this company has drinks, it also has some food products that are available to consumers. With Nestle having water as one of its’ brands, it poses competition to Coca-Cola.
Branding Strategy
Coca-Cola manages its brand by “constantly striving to improve their products, services, and marketing” (Kotler & Keller, 2011).
“Focus on needs of our consumers, customers and franchise partners” (The Coca- Cola Company, 2015) “Get out into the market and listen, observe and learn” (The Coca- Cola Company, 2015) “Possess a world view” (The Coca- Cola Company, 2015)
The Term Paper on The Coca-Cola Company 3
... Product type: Coca Cola segments the market on the basis of the type of products bought by customers. The market is divided into Cola products and non cola products. Cola products ... The Coca-Cola Company is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. The company and bottling partners are dedicated ...
“Focus on execution in the marketplace every day” (The Coca- Cola Company, 2015) “Be insatiably curious” (The Coca- Cola Company, 2015)
Coca-Cola has formed partnerships with restaurants and stores where the company’s products can be offered to consumers. Communications Methods Advertising- Coca-Cola uses the TV, internet, newspapers, magazines, and other sources to advertise their product.
Company Website- Coca-Cola’s company website provides consumers with information about the products that the company offers. The website also allows for the consumers to be involved in the activities that the company works on in order to have an effect on the environment.
Print Ad
~Open up to new possibilities with Coca- Cola!
Conclusion
Coca-Cola is the leading nonalcoholic beverage producer.
The company builds on customer loyalty by keeping their customers involved and informed. The company’s programs and The company’s IMC will allow for the company to reach an even larger customer base which will lead to the continuing of the company’s success. Coca- Cola’s brand image and loyal customers will help in their ability to face the encounters of the company’s competiton. By analyzing the company’s strengths, weaknesses, opportunities, and threats, Coca-Cola will be able to make necessary changes and continue using successful strategies that have allowed them to be the number one soft drink company!
References
Coca- Cola Company (2015).
Mission, Vision, & Values. Retrieved February 18, 2015 from http://www.coca-colacompany.com/our-company/mission-vision-values. Forbes (2015).
Coca Cola. Retrieved March 7, 2015 from http://www.forbes.com/companies/coca-cola/. Kotler, P., & Keller, K. (2011).
Marketing Management, 14th Edition. [VitalSource Bookshelf version]. Strategic Management (2015).
SWOT Analysis of Coca Cola. Retrieved March 8, 2015 from http://www.strategicmanagementinsight.com/swot-analyses/coca-cola-swot-analysis.html.
