The Strategy Story

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. 

View this post on Instagram A post shared by Coca-Cola (@cocacola)

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!

Infographic: The World's Most Chosen FMCG Brands | Statista

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:

prepare a marketing mix assignment on coca cola

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.

View this post on Instagram A post shared by Coca-Cola India (@cocacola_india)

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.

prepare a marketing mix assignment on coca cola

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 🙂

-AMAZONPOLLY-ONLYWORDS-START-

Also, check out our most loved stories below

prepare a marketing mix assignment on coca cola

Why did Michelin, a tire company, decide to rate restaurants?

Is ‘Michelin Star’ by the same Michelin that sells tires, yes, it is! But Why? How a tire company evaluations became most coveted in the culinary industry?

prepare a marketing mix assignment on coca cola

Starbucks prices products on value not cost. Why?

In value-based pricing, products are price based on the perceived value instead of cost. Starbucks has mastered the art of value-based pricing. How?

Illuminated Nike shoes doing brand marketing

Nike doesn’t sell shoes. It sells an idea!!

Nike has built one of the most powerful brands in the world through its benefit-based marketing strategy. What is this strategy and how Nike has used it?

Domino's pizza slice separated from pizza

Domino’s is not a pizza delivery company. What is it then?

How one step towards digital transformation completely changed the brand perception of Domino’s from a pizza delivery company to a technology company?

prepare a marketing mix assignment on coca cola

Why does Tesla’s Zero Dollar Budget Marketing Strategy work?

Touted as the most valuable car company in the world, Tesla firmly sticks to its zero dollar marketing. Then what is Tesla’s marketing strategy?

prepare a marketing mix assignment on coca cola

Yahoo! The story of strategic mistakes

Yahoo’s story or case study is full of strategic mistakes. From wrong to missed acquisitions, wrong CEOs, the list is endless. No matter how great the product was!!

prepare a marketing mix assignment on coca cola

Apple – A Unique Take on Social Media Strategy

Apple’s social media strategy is extremely unusual. In this piece, we connect Apple’s unique and successful take on social media to its core values.

-AMAZONPOLLY-ONLYWORDS-END-

prepare a marketing mix assignment on coca cola

In my current role, I work with a Marketing Insights firm to serve clients across all domains. In my free time, I like to read books, cook, work out and write occasionally. I'm also a huge Chelsea FC fan.

Related Posts

prepare a marketing mix assignment on coca cola

Dior Marketing Strategy: Redefining Luxury

prepare a marketing mix assignment on coca cola

Dunkin-licious marketing mix and Strategy of Dunkin Donuts

prepare a marketing mix assignment on coca cola

Healthy business model & marketing strategy of HelloFresh

prepare a marketing mix assignment on coca cola

Twist, Lick, and Dunk- Oreo’s Marketing Strategy

prepare a marketing mix assignment on coca cola

The Inclusive Marketing Strategy of ICICI Bank

prepare a marketing mix assignment on coca cola

Nestle’s Marketing Strategy of Expertise in Nutrition

prepare a marketing mix assignment on coca cola

How does Vinted make money by selling Pre-Owned clothes?

n26 business model

N26 Business Model: Changing banking for the better

prepare a marketing mix assignment on coca cola

Sprinklr Business Model: Managing Unified Customer Experience

prepare a marketing mix assignment on coca cola

How does OpenTable make money | Business model

prepare a marketing mix assignment on coca cola

How does Paytm make money | Business Model

prepare a marketing mix assignment on coca cola

How does DoorDash make money | Business Model

prepare a marketing mix assignment on coca cola

Innovation focused business strategy of Godrej

prepare a marketing mix assignment on coca cola

How does Robinhood make money | Business Model

venmo business model

How does Venmo work & make money | Business Model

prepare a marketing mix assignment on coca cola

How does Etsy make money | Business Model & Marketing Strategy

Write a comment cancel reply.

Save my name, email, and website in this browser for the next time I comment.

  • Advanced Strategies
  • Brand Marketing
  • Digital Marketing
  • Luxury Business
  • Startup Strategies
  • 1 Minute Strategy Stories
  • Business Or Revenue Model
  • Forward Thinking Strategies
  • Infographics
  • Publish & Promote Your Article
  • Write Article
  • Testimonials
  • TSS Programs
  • Fight Against Covid
  • Privacy Policy
  • Terms and condition
  • Refund/Cancellation Policy
  • Master Sessions
  • Live Courses
  • Playbook & Guides

Type above and press Enter to search. Press Esc to cancel.

Strategic Analysis Hub

Marketing mix of coca-cola .

Coca-Cola is the world’s leading soft-drink manufacturing American multinational company. John Stith Pemberton founded the Coca-Cola drink manufacturing company in 1886. Today, we’ll discuss the marketing mix of Coca-Cola; it will focus on the 7Ps and 4Ps of marketing of Coca-Cola marketing strategy; key elements like product mix of Coca-Cola; price, place, promotion, people, process, and physical evidence or environment.

The main products and services of the soft drink manufacturing company Coca-Cola are as follows;

  • Glaceau Smartwater
  • Glaceau Vitamin Water
  • Gold Peak Tea
  • Mello Yellow
  • Minute Maid

Key statistical facts and figures about the soft drink manufacturing company Coca-Cola are as follows;

  • The annual revenue of the soft drink company was 45.030 billion USD by 2023
  • Out of which, the net income of the brand was 10.772 billion USD
  • Approximately 82,500 employees are working for the company to manage its worldwide operations
  • The net worth of the company’s total assets will be 92.7 billion USD by 2022

Some of the top rival companies of Coca-Cola are as follows;

  • Mountain Dew
  • Dr. Pepper Snapple

The marketing mix of Coca-Cola would discuss the 7Ps and 4Ps of marketing of Coca-Cola marketing strategy; and their respective elements like product mix of Coca-Cola, pricing strategy, place, promotion, people, process, and physical environment or evidence. Here’s Coca-Cola marketing mix as follows;

Marketing Mix of Coca-Cola

Some of the main elements like the 7Ps and 4Ps of marketing mix of Coca-Cola are as follows;

Product of Coca-Cola

The product mix of Coca-Cola is one of the key elements in the 4Ps of marketing of Coca-Cola and it allows you to analyze the marketing strategy of the company.

  • I-Coca-Cola:  Coca-Cola is the world’s renowned and top-selling trend of the soft drink company
  • II-Sprite:  Coca-Cola launched the drink in lemon flavor in 1961, and it is also equally popular
  • III-Fanta:  it is the 2nd oldest drink after Coca-Cola, and the company launched the orange-flavored drink in 1940
  • IV-Diet Coke:  also goes by the name of “Coca-Cola Light” and the company launched it in 1982 to target health-conscious and low-calorie customers
  • V- Coca-Cola Zero:  Coke Zero is the latest product of the Coca-Cola Company and it contains zero sugar
  • VI- Coca-Cola Life:  it is a low-calorie soft drink comprising Cane Sugar and Stevia Leaf
  • VII-Minute Maid:  Coca-Cola procured the juice-based soft drink in 1960
  • VIII-Ciel:  the company launched the purified water (non-carbonated) in 1960
  • IX-Powerade:  as the name implies, it is an energy drink comprising fluids, carbohydrates, and electrolytes to deal with hydration and offer an energy boost
  • X-Powerade Zero:  it is a sports and fitness drink for athletes, an energy drink with low calories and contains electrolytes
  • XI-Simply Orange:  premium 100% orange drink and it is available in 6 flavors
  • XII-Fresca:  it is a caffeine-free soft drink comprising of unique citrus taste
  • XIII-Glaceau Vitaminwater:  it is a nutritious soft drink and it is only available in 26 countries
  • XIV-Del Valle:  another premium nectar juice of the Coca-Cola Company, and it is only available in Central and Latin America

Price Strategy of Coca-Cola

I-discrimination pricing strategy.

Coca-Cola implements the discrimination pricing strategy and it helps the soft drink brand to charge different prices for its products to various segments of the customer market. Coca-Cola is operating its business in the oligopoly market where there are a few soft drink manufacturing companies. They have autonomy in terms of pricing and policies. In the soft drink oligopoly market, there are a large number of buyers and very few manufacturers.

II-Consumption & Location

 Soft drinks and location are the main factors that impact the pricing strategy of the Coca-Cola Company. When the soft drink company enters the new price-sensitive market, the brand would charge lower prices for its products to deal with the competition. However, it allows the company to strengthen its market position; various promotional campaigns help the company to change its position as a premium brand.

Place of Coca-Cola

I-global distribution network.

Coca-Cola has established a worldwide distribution network and it helps the company to make its products available in various locations across the globe. According to an estimate, the soft drink brand serves roundabout 1.9 billion customers daily.

II-Bottling Partners

Coca-Cola establishes contracts with bottling partners and they play the role of packaging and distribution of the company’s products. Instead of creating a worldwide network of retail stores, the authorized bottling partners of Coca-Cola distribute its products, and the company focuses on branding and marketing. In order to increase Coca-Cola’s market reach, the bottling partners work closely with the following stakeholders;

  • Movie Theater
  • Amusement parks
  • Street vendors
  • Convenient stores
  • Retail grocery stores
  • Restaurants and hotels

Promotion of Coca-Cola

I-ads campaign.

Coca-Cola invests a significant amount of capital resources in marketing and advertisement for the promotion of its products and services. For instance, the soft drink brand allocated roundabout 4.1 billion USD for marketing and advertisement. The objective and focus of Coca-Cola’s advertisement campaign is on the promotion of taste and feelings.

II-Digital Marketing

Along with marketing on traditional media channels like TV and print media, Coca-Cola also invests a significant amount of capital resources on digital marketing and social media platforms. Digital media channels help the soft drink company to generate user engagement and connect with fans. Coca-Cola has roundabout 1300 promotional videos on YouTube.

III-Focused Marketing Strategy

Coca-Cola has launched various types of promotional campaigns as a part of its marketing strategy. But the company has never changed its focus from its main message which is to create happiness for customers. The brand’s main underlying theme remains the same throughout all of its diverse promotional campaigns.

We have just discussed the 4Ps of marketing of Coca-Cola; the following three elements are part of the 7Ps of Coca-Cola marketing mix analysis.

People Strategy of Coca-Cola

Coca-Cola has employed roundabout 83000 employees to manage its worldwide operations. The company offers them value, learning, training, educational, and learning programs to deal with various types of challenges in their routine tasks. In order to boost their morale and confidence level, Coca-Cola offers them rewards, incentives, and acknowledgment.

Process of Coca-Cola

In order to ensure sustainability and optimized operational infrastructure, Coca-Cola implements an integrated supply chain strategy. Some of the key processes that the company performs at its production facilities are as follows;

  • Ingredient conveyance
  • Equipment washing
  • Blending and mixing
  • Warehousing

Physical Evidence of Coca-Cola

Coca-Cola has earned a worldwide reputation for its unique taste, branding, and logo and they’re the physical evidence of the company’s existence. Retailers display the company’s products on specific shelves as a part of the company’s marketing and branding strategy.

Conclusion: Coca-Cola Marketing Mix 

After an in-depth study of the marketing mix of Coca-Cola; we have realized that Coca-Cola is the world’s leading retail brand. If you are learning about the 4Ps of marketing of Coca-Cola marketing strategy; then you should keep in mind the abovementioned elements like product, price, place, promotion, people, physical evidence, and process.

References 

Ahsan Ali Shaw

Ahsan is an accomplished researcher and has a deep insight in worldly life affairs. He goes Live 3 days a week on various social media platforms. Other than research writing, he’s a very interesting person.

Related Posts

BCG Matrix of Hospitality Industry 

BCG Matrix of Hospitality Industry 

Porter’s Five Forces of Airline Industry 

Porter’s Five Forces of Airline Industry 

Value Chain Analysis of Starbucks 

Value Chain Analysis of Starbucks 

Table of Contents

Coca-cola target audience , geographical segmentation , coca-cola marketing channels, coca-cola marketing strategy , coca-cola marketing strategy 2024: a case study.

Coca-Cola Marketing Strategy 2024: A Case Study

Become an AI-powered Digital Marketing Expert

Become an AI-powered Digital Marketing Expert

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.

Become One of The Highest Paid Digital Marketer

Become One of The Highest Paid Digital Marketer

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 

Social Media

Become an ai-powered business analyst.

Become an AI-powered Business Analyst

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:

Product strategy 

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. 

Coca_Cola_Marketing_Strategy_1

Coca-Cola Products

Master SEO, SEM, Paid Social, Mobile Ads & More

Master SEO, SEM, Paid Social, Mobile Ads & More

Pricing Strategy

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.  

Place Strategy 

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_Marketing_Strategy_2.

Coca-Cola’s Global Marketing

Promotion Strategy  

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_Marketing_Strategy_3

Coca-Cola’s Gripping Advertisements

Localized Positioning

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_Marketing_Strategy_4

Coca-Cola Advertisement Featuring Celebrities

Sponsorships 

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. 

Coca_Cola_Marketing_Strategy_5

Coca-Cola as Official Olympics Partner

Learn About the Purdue Digital Marketing Bootcamp

Learn About the Purdue Digital Marketing Bootcamp

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 .   

Coca_Cola_Marketing_Strategy_6.

Coca-Cola’s Instagram Posts 

Become a millennial Digital Marketer in just 6 months. Enroll now for our IMT Ghaziabad Digital Marketing Program  course in collaboration with Purdue University!

Become a Certified Marketing Expert in 8 Months

Become a Certified Marketing Expert in 8 Months

Good marketing strategies build customer loyalty and contribute to a huge market share. Learn how to boost your brand's market value with the Post Graduate Program in Digital Marketing . Upgrade your skill set and fast-track your career with insights from Purdue University experts.   

Our Digital Marketing Courses Duration And Fees

Digital Marketing Courses typically range from a few weeks to several months, with fees varying based on program and institution.

Recommended Reads

Digital Marketing Career Guide: A Playbook to Becoming a Digital Marketing Specialist

A Case Study on Netflix Marketing Strategy

12 Powerful Instagram Marketing Strategies To Follow in 2021

Introductory Digital Marketing Guide

A Case Study on Apple Marketing Strategy

A Complete Guide on How to Do Social Media Marketing

Get Affiliated Certifications with Live Class programs

Post graduate program in digital marketing.

  • Joint Purdue-Simplilearn Digital Marketer Certificate
  • Become eligible to be part of the Purdue University Alumni Association

Post Graduate Program in Business Analysis

  • Certificate from Simplilearn in collaboration with Purdue University
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

Coca-Cola Marketing Mix (4Ps) Analysis (2024)

Get to know how the soda industry works by looking at Coca-Cola's distinct marketing strategies and principles.

Coca-Cola Marketing Mix (4Ps) Analysis (1)

Introduction

Perhaps for once in your life, you sure have tried one of Coca-Cola products. If you love the brand, it's not news to you that they offer a wide selection of beverages for all types of customers. Coca-Cola is one of the leading companies in the soda industry and is also one of the largest brands in the world that offers non-alcoholic beverages. The global empire of Coca-Cola spreads throughout over 200 countries offering an extensive product portfolio of still and sparkling beverages.

While there may be a slight reduction in the popularity of soda drinks due to the growing demand for healthy beverages and other health trends, Coca-Cola has also focused on optimizing the product mix to accommodate the changing tastes of its target market worldwide. Besides its huge market share, the company is known for its high customer loyalty and solid brand image. Coca-Cola invests a huge amount of money every year in promotion and marketing to maintain its growing brand recognition and nurture customer engagement.

Behind the huge funding on marketing and promotions are various principles which guide every marketing initiative of Coca-Cola. Here lies the Coca-Cola marketing mix where it focuses on the four essential elements as parts of a comprehensive marketing strategy. It includes price, product, place, and promotion which will be discussed in the next chapter of this article.

Coca-Cola Marketing Mix (4Ps) Analysis (2)

Coca-Cola Marketing Mix: Product

Product is the first component of the 4Ps of marketing of Coca-Cola. The company boasts an extensive showcase of product portfolio summing up to 500 still and sparkling brands. With this number, it provides more than 3000 beverage options. The company's leading product, Coca-Cola is one of the most popular and valuable brands globally. Some of the most famous brands from the company's portfolio are as follows:

  • Coca-Cola. One of the most recognized and top-selling soft drinks globally.
  • Sprite. This is another popular brand from Coca-Cola with a lemon-lime flavor. This was introduced to the market in 1961.
  • Fanta. This beverage comes in an orange flavor and is the second oldest drink from Coca-Cola that was introduced in 1940.
  • Diet coke. Those who are health-conscious opt to choose this drink as this is a calorie and sugar-free soft drink first made in 1982. Some call this Coca-Cola light.
  • Coca-Cola zero. This is the latest addition to the product portfolio of Coca-Cola which contains zero sugar.
  • Coca-Cola Life. It's a low-calorie beverage containing Stevia leaf extract and cane sugar.
  • Minute Maid. This is a juice drink by Coca-Cola acquired in 1960.
  • Ciel. Coca-Cola introduced this non-carbonated purified drinking water in 1960.
  • Powerade. This is a beverage for hydration and energy which contains electrolytes, carbohydrates, and fluids.
  • Powerade zero. Fitness and sports drinks contain electrolytes but without calories.
  • Simply orange. A 100% premium orange juice is available in six varieties.
  • Fresca. A soft drink with a distinct citrus taste and caffeine-free.
  • Glaceau Vitaminwater. This is drinking water enhanced with nutrients and is available in 26 different countries.
  • Del Valle. A premium line of nectars and juices exclusively sold in Central and Latin America.

Coca-Cola Marketing Mix: Price

Another component of the Coca-Cola marketing mix is the price. The company follows the price discrimination approach to its marketing mix. The approach allows the company to charge varying prices for its products in several segments. Oligopoly is typically a market with a small number of companies realizing that they are independent in terms of output policies and pricing. The beverages industry practices oligopoly having several purchasers but only with limited manufacturers.

The various price points of Coca-Cola are generally driven by the kind of consumption. Hence, the pricing power relies on several components including product usage and location. When Coca-Cola attempts to penetrate a new market, especially those sensitive to pricing, the company usually lowers the prices of its products than its competition. By the time it has solidified its position in the new market, it repositions its strategy as a premium brand using several promotional initiatives.

Coca-Cola Marketing Mix (4Ps) Analysis (3)

Coca-Cola Marketing Mix: Place

With the success of Coca-Cola, it is no secret that the company has several global locations where its target market can easily access all its products. It has an extensive and comprehensive distribution system selling about 1.9 billion servings every day. Traditionally, Coca-Cola relied on the company's global bottling partners for packaging and distribution processes. The system operates across multiple channels.

Coca-Cola manufactures and sells syrups, concentrates, beverage bases to bottling operations. The company owns all the brands and is responsible for brand marketing initiatives. Instead of placing various retail stores around the world, Coca-Cola maximizes the capabilities of its authorized bottlers to package, merchandise, and distribute the beverages to the company's vending partners and customers. The authorized bottlers also work closely with restaurants, grocery stores, convenience stores, street vendors, amusement parks, and movie theaters to distribute Coca-Cola products. Together they effectively execute a localized marketing strategy for the company.

Coca-Cola Marketing Mix: Promotion

The competition is tight in the soda industry, thus most companies spend a huge amount of money to fund several advertisements and other promotional initiatives. In 2016, Coca-Cola recorded a marketing expenditure of $4 billion and increased to $4.1 billion in 2018. See Also Your Name Without Space Between Letters And Words : How To Add Spaces In Instagram Captions And Bios Shane Barker - Or, you can change the vertical space between paragraphs in your document by setting the spacing before or spacing after paragraphs. Free Construction Progress Report Template [XLS] How to prevent users from changing profile photos in Microsoft 365 South Korea Customs Regulations & Import Restrictions (Items restricted)

It was also in 2016 where the company launched the Taste the Feeling promotional campaign which marks a significant turnaround from its previous marketing approach. Besides televisions and outdoor advertising campaigns, Coca-Cola has expanded its ads across several social media channels. Since digital marketing is one of the more modern ways to promote a product, the company's social media accounts are utilized to connect with followers and fans and for customer engagements. In its official YouTube account, there are over 1, 250 promotional videos where customers can view. As competition gets tougher, Coca-Cola aims to strengthen its reputation in the industry through its social media platforms.

Surely digital marketing has played a significant role in modern marketing, however, over the years, Coca-Cola has also been consistent with its promotional initiatives in marketing strategy. They never deviate from the fundamental and household message to their customers, which is happiness. The company executes diverse campaigns, but never forgets to instill in each ad the underlying theme throughout the company's history.

Besides the fundamental promotional ads, Coca-Cola also invests in corporate social responsibility and sustainability to develop a sustainable manufacturing network and supply chain.

Coca-Cola Marketing Mix (4Ps) Analysis (4)

The 4Ps of marketing of Coca-Cola can surely be overwhelming if you look into the comprehensive discussion above. However, one can simplify the components using a mind map. With this, users can categorize every marketing mix component for better understanding. See the example below.

View, edit, and download this template in EdrawMind >>

Key Takeaways

Looking into the Coca-Cola marketing mix, it is kind of unusual seeing the company not having several outlets of their brand. That is how the soda industry usually works. Instead of opening up a physical store, which will require a huge sum of money, they partner with global bottlers to package and distribute their products. As a result, those authorized bottlers will be the ones coordinating with their customers to sell Coca-Cola's products to the end-users.

The way Coca-Cola handles its placement and distribution may not be very applicable for all businesses, especially for startups. However, other principles and components in its marketing mix can help formulate one's marketing plan.

Organize your inputs and elements in your marketing plan with a simple mind mapping tool. With EdrawMind, you can navigate through modern diagramming software with a user-friendly interface. Suppose you are new to using mind maps, the pre-built 4Ps of Marketing Template will be your guide as you create your framework. With its flexibility, you can create and edit your diagrams using the browser or install the software on your computer.

Suppose you are working on the marketing plan as a team, EdrawMind also allows collaboration among the team, where members can give suggestions, comments, and even edit the diagram themselves. Team member just needs to have the link to the project to view and some permissions to edit the mind map you created.

12 structures & 33 themes

Support Windows, Mac, Linux

Full access to templates and resources

Brainstorming & Outline Mode

Advanced import & export options

DOWNLOAD DOWNLOAD DOWNLOAD

Create & edit directly in your browser

Access your maps anywhere, anytime

Group & real-time collaboration

Stay inspired from our online community

Personal Cloud + Dropbox integration

  • COCA COLA MARKETING MIX
  • Coca Cola Marketing Strategy & Marketing Mix (4Ps)
  • Coca Cola Marketing Strategy, Plan & Mix (4Ps)
  • Marketing Mix
  • Marketing mix of Coca-Cola
  • The Complete Marketing Mix of Coca Cola-4Ps with Full Explanation

Coca-Cola Marketing Mix (4Ps) Analysis (2024)

What are the 4Ps of marketing Coca-Cola? ›

It analyses the 4Ps ( Product, Price, Place, and Promotion ) of Coca-Cola Company and explains its business & marketing strategies. The Coca-Cola Company is an American multinational corporation. It is best known around the world for its flagship product, Coca-Cola. The Coca-Cola Company has a wide product range.

Coca Cola follows a price discrimination strategy in its marketing mix. This means that they charge different prices for products in different segments. The beverage market is considered an oligopoly, with a small number of sellers and a large number of purchasers.

Product, price, promotion, and place form the four Ps of the marketing mix. These are the key factors that are involved in introducing a product or service to the public.

Product Mix Example Coca-Cola has product brands like Minute Maid, Sprite, Fanta, Thumbs up , etc. under its name. These constitute the width of the product mix. There are a total of 3500 products handled by the Coca-Cola brand.

Promotion. Coke aggressively markets its product lines through ad campaigns across multiple mediums and channels, including TV, online ads, sponsorships, etc. Coca-Cola's sponsorships include NASCAR, NBA, the Olympics, American Idol, etc.

Coca-Cola uniquely designs its marketing strategy, which gives a boost and gives broad global recognition. Like many other companies, Coca-Cola bases its marketing strategy on 4Ps: product, promotion, price, and place . Coca-cola follows the marketing mix strategy.

The commercial itself closely follows Coca-Cola's primary principles in their advertising rather than attempting to sell it as a drink. Coke focuses on selling an abstract positive concept, such as happiness, family, and sharing .

The 4 Ps of marketing include product, price, place, and promotion . These are the key elements that must be united to effectively foster and promote a brand's unique value, and help it stand out from the competition.

A significant part of Coca-Cola's success is its emphasis on brand over product . Coke doesn't sell a soft drink in a bottle; it sells “happiness” in a bottle.

  • Clearly identify which product or service you are analyzing. ...
  • Analyze how your product meets the needs of your customers. ...
  • Understand the places where your target audience shops. ...
  • Decide on a price for your product. ...
  • Formulate marketing messages to promote your product.

What is marketing mix with examples? ›

Definition: The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place .

The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion .

Product mix analyses evaluate different go-to-market strategies to identify the optimal product mix at the customer, regional, or national levels , often extending the scenarios to new product introduction and SKU sun-setting decisions.

Coca-Cola use focus groups and interviews when carrying out their 5 stage process. Coca-Cola use research to find out what customers want and how happy they are with products that are on offer . Primary research methods help with determining if products need improving in different ways eg. taste, aesthetics.

Coca-Cola uses the product differentiation strategy to enable the company to obtain profits higher than the average level of the same industry. The soft drink industry has a long history and is gradually diversified. In the future, it will attract more players, and the competition will be more intense.

Price : The Most Important P in the Marketing Mix.

Unique bottlle The Coca-Cola bottle remains unique in its design . It was created in 1915, by Earl R. Dean; the Coca-Cola bottle was first introduced as a 'contour bottle' or 'hobble-skirt' bottle, wide from the centre and slender from below.

Through its competitive positioning strategy, Coca-Cola stays ahead of its competitors by offering an extensive product line, providing superior customer service, and expanding its advertising efforts . Coca-Cola dedicates a significant portion of its net revenue to advertising, contributing to its high market share.

Consumers' Expectation and New Choice One of the main reason for the company to develop Coca-Cola Life is to satisfy consumer's demand for greater choice . The majority of consumer in the soft drink market is showing increasing awareness in healthy lifestyles (Andrews, 2015).

The main goal of the Pantawid Pamilyang Pilipino Program is to break the inter-generational cycle of poverty by fostering change In behavior among parents to invest in their children's (and their own) future (health, nutrition, education] because low schooling and high malnutrition rate are strongly associated with ...

Is Pantawid Pamilyang Pilipino program effective? ›

Social protection programs, Pantawid included, have cushioned the poor from the adverse impacts of various shocks the country experienced over the past six years. A study estimates that the program has led to a poverty reduction of 1.4 percentage points per year or 1.5 million less poor Filipinos .

The 4Ps is a human development measure of the national government that provides conditional cash grants to the poorest of the poor , to improve the health, nutrition, and the education of children aged 0-18.

  • Goals and Objectives. ...
  • Establish Your Budget. ...
  • Determine Your Unique Selling Proposition (USP) ...
  • Who is Your Target Market? ...
  • Ask Your Customers Advice. ...
  • Define Your Product in Detail. ...
  • Know Your Distribution Channels. ...
  • Create a Pricing Strategy.

A marketing mix includes multiple areas of focus as part of a comprehensive marketing plan. The term often refers to a common classification that began as the four Ps: product, price, placement, and promotion . Effective marketing touches on a broad range of areas as opposed to fixating on one message.

What is a Product? Think of Product in marketing mix as an umbrella term that describes anything a business wants to sell to their customer (an end user or another business). Product is the entity that satisfies a customer's need and want.

The role of product in the marketing mix is one of the key components that makes the entire process of connecting with consumers and generating sales possible . Along with price, place, and promotion, the product provides the ultimate value to the customer and serves as the entire reason for the marketing effort.

Importance of Marketing Mix Helps understand what your product or service can offer to your customers . Helps plan a successful product offering. Helps with planning, developing and executing effective marketing strategies. Helps businesses make use of their strengths and avoid unnecessary costs.

The 4Ps also helps the Philippine government fulfill its commitment to the Millennium Development Goals (MDGs) —specifically in eradicating extreme poverty and hunger, in achieving universal primary education, in promoting gender equality, in reducing child mortality, and in improving maternal health care.

Your product mix is important in determining the image of your business and brand, as it helps you to maintain consistency in the eyes of your target market . For instance, if you're a discount retailer, your target market likely consists of economy-minded shoppers looking for low prices.

Product mix, also known as product assortment, refers to the total number of product lines a company offers to its customers. The four dimensions to a company's product mix include width, length, depth and consistency .

How does Coca-Cola use Analytics? ›

Since 2018, Coca-Cola has incorporated artificial intelligence (AI), machine learning (ML) and real-time analytics into the equation. Today's customers can pre-order drinks using their mobile apps which allows Coca-Cola's data scientists to track long-term consumer behavior in incredible detail . And that's not all.

The changes will see Coca-Cola create five global categories that it hopes will lead a prioritisation of strong brands and innovation, as well as shifting its marketing execution “closer to customers and consumers” .

Coca-Cola collects data on local drink preferences through the interfaces on its touch-screen vending machines – over 1 million of them are installed in Japan alone.

The 4Ps of marketing is a model for enhancing the components of your "marketing mix" – the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion, and place so that your offering meets a specific customer need or demand .

  • Cause Marketing. Cause marketing, also known as cause-related marketing, links a company and its products and services to a social cause or issue.
  • Relationship Marketing. ...
  • Scarcity Marketing. ...
  • Undercover Marketing.

product, place, promotion, and price , which together make up the marketing mix.

prepare a marketing mix assignment on coca cola

Author : Tish Haag

Last Updated : 2024-02-20T02:58:10+07:00

Views : 6656

Rating : 4.7 / 5 (67 voted)

Reviews : 90% of readers found this page helpful

Name : Tish Haag

Birthday : 1999-11-18

Address : 30256 Tara Expressway, Kutchburgh, VT 92892-0078

Phone : +4215847628708

Job : Internal Consulting Engineer

Hobby : Roller skating, Roller skating, Kayaking, Flying, Graffiti, Ghost hunting, scrapbook

Introduction : My name is Tish Haag, I am a excited, delightful, curious, beautiful, agreeable, enchanting, fancy person who loves writing and wants to share my knowledge and understanding with you.

Without advertising income, we can't keep making this site awesome for you.

Module 14: Marketing Mix

Putting it together: marketing mix.

Coca-Cola bottle caps

In this module you have seen how businesses use the marketing mix to gain market share, enhance the value of their brand, and attract and retain customers in order to increase revenue and profit. Let’s take a final look at this from the perspective of the most valuable brand in the world: Coca-Cola.

Coca-Cola is sold in more than two hundred countries around the world and represents nearly 43 percent of all carbonated beverages consumed in the United States annually. About 1.7 billion servings of Coke products are consumed every day. The products  that Coca-Cola has used to capture the thirst of so many people go far beyond that iconic red can of soda. In fact, Coke makes so many different beverages that if you drank one per day, it would take you more than nine years to try them all. Coca-Cola has a product portfolio of more than 3,500 beverages (and 500 brands)—everything from sodas to energy drinks to soy-based drinks. [1]

The pricing strategy of Coca-Cola is what they refer to as ”meet-the-competition pricing”: Coca-Cola product  prices are set around the same level as their competitors, because Coca-Cola has to be perceived as different but still affordable. Coca-Cola uses lower price points to penetrate new markets that are especially sensitive to price. They meet or beat the competition on price to raise brand awareness. Once the brand is established in the market, Coca-Cola repositions itself as the “premium” brand in comparison to its numerous competitors (Pepsi, for example). One way they accomplish this is by promoting a brand image of bringing intangible benefits in lifestyle, group affiliation, joy, and happiness . . . but the marketing strategy still focuses on an affordable premium product.

Coca-Cola has won a multitude of advertising industry awards for their innovative and effective promotional strategy. The promotions that Coca-Cola uses to further enhance its brand image and gain market share have included things like free hotel vouchers in Europe, Olympic sponsorship, the National Football League “Red Zone” promotion, and even “peel and win” stickers on Big Gulp cups at 7-Eleven.

Finally, the place , or distribution, of Coca-cola products is truly amazing.  If you stacked up Coke’s 2.8 million vending machines, they would take up 150.2 million cubic feet of space—the size of four Empire State Buildings. [2] But it’s not just the vending machines that matter. The company achieves its global reach with local focus because of the strength of the Coca-Cola system, which comprises more than 250 bottling partners worldwide. Coca-Cola manufactures and sells concentrates, beverage bases, and syrups to bottling operations, while it owns the brands and is responsible for consumer brand marketing initiatives. Bottling partners manufacture, package, merchandise, and distribute the final branded beverages to customers and vending partners, who then sell Coca-Cola products to consumers. All bottling partners work closely with customers—grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others—to execute localized strategies developed in partnership with Coca Cola. [3]

What does this marketing mix result in for Coca Cola? The Coca-Cola brand is worth an estimated $83.8 billion. That’s more than Budweiser, Subway, Pepsi, and KFC combined. [4]

This module covered the marketing mix in depth and the strategies companies use to develop effective marketing plans. Below is a summary of the topics covered in this module.

Product Marketing

Product is the core of the marketing mix. Product defines what will be priced, promoted, and distributed. If you are able to create and deliver a product that provides exceptional value to your target customer, the rest of the marketing mix is easier to manage. A successful product makes every aspect of a marketer’s job more effective.

Pricing Strategies

When businesses make decisions about pricing, they can adopt profit-oriented pricing, competitor-oriented pricing, or customer-oriented pricing. Customer-oriented pricing focuses on the price-value equation: Value = Perceived Benefits – Perceived Costs. In order to increase value, the business can either increase the perceived benefits or reduce the perceived costs. Today’s marketing tends to favor customer-oriented pricing because it prioritizes the customer and the customer’s perception of value.

Place: Distribution Channels

Distribution channels cover all the activities needed to transfer the ownership of goods and move them from the point of production to the point of consumption. These activities can be organized as five important channel flows: product flow, negotiation flow, ownership flow, information flow, and promotion flow. While channels can be very complex, there is a set of channel structures that can be identified in most transactions: the direct channel, the retail channel, the wholesale channel, and the agent channel.

Promotion: Integrated Marketing Communication (IMC)

There are many different marketing communication methods that can be used in the promotion mix. Integrated marketing communication is the process of coordinating all the promotional activity across these different methods. In this course you learned about seven common marketing communication: advertising, public relations, personal selling, sales promotion, digital marketing, direct marketing, and guerrilla marketing.

Contribute!

Improve this page Learn More

  • Coca-Cola. "Homepage." Official Coca-Cola® US Website. Accessed June 25, 2019. https://us.coca-cola.com/ . ↵
  • Ibid. ↵
  • SEC Filings, 2015 ↵
  • Putting It Together: Marketing Mix. Authored by : Linda Williams and Lumen Learning. License : CC BY: Attribution
  • Coca-Cola Bottle Caps. Provided by : Pixaby. Located at : https://pixabay.com/en/coca-cola-crown-corks-red-1218688/ . License : CC0: No Rights Reserved

Footer Logo Lumen Waymaker

Waffle Bytes Blog

  • Development
  • Digital Marketing

The Marketing Strategy of Coca-Cola: A Comprehensive Analysis

marketing strategy of coca cola

Introduced 120 years ago, Coca-Cola remains the most consumed soda in the world, with an astonishing 1.9 billion servings enjoyed daily in more than 200 countries. Throughout its rich history, the brand has consistently demonstrated a deep commitment to connecting customers in more effective ways. This unwavering dedication to consumer connection has led Coca-Cola to its current position as the world’s largest manufacturer and licensor of more than 3,500 non-alcohol beverages.

Coca-Cola’s enduring appeal and its steadfast presence as a global beverage leader serve as testament to the enduring power of its marketing strategy.

Coca-Cola Target Audience:

Coca-Cola boasts enormous brand recognition, and one of the key factors in its success is its careful approach to target audience segmentation.

Firstly, the company strategically targets youth in the age group of 10 to 35 years. To capture this demographic, Coca-Cola leverages celebrity endorsements in its advertisements and conducts promotional campaigns within universities, schools and colleges.

Additionally, Coca-Cola also appeals to middle-aged and older adults who are health-conscious or suffer from diabetes by offering products such as Diet Coke.

Income and family size:

Coca-Cola adopts a diversified pricing strategy, offering packaging and sizes with different price points. This approach aims to increase affordability and cater to a wide range of consumers, including students, middle-class families, and low-income individuals and small families.

Coca-Cola’s astute understanding of its target audience and ability to tailor its marketing efforts accordingly has been instrumental in maintaining its enduring global popularity.

Geographical Division:

Coca-Cola’s global presence is underlined by a deep awareness of the diversity in cultures, customs and climates in different regions. Brands adapt their marketing strategies to address these differences. For example, in the United States, Coca-Cola is popular among older demographics, demonstrating its appeal to different age groups. This adaptability allows the company to effectively target different sections of the population.

Additionally, Coca-Cola adapts its products to regional preferences. For example, the Asian version tends to be sweeter than those from other countries, acknowledging different taste preferences.

Coca-Cola also tailors its marketing efforts to gender demographics, recognizing that different products may appeal more to specific gender groups:

  • Coca-Cola Light is often preferred by women, indicating a lighter, more calorie-conscious option that meets their preferences.
  • On the other hand, Coke Zero and Thums Up are preferred by men due to their stronger and stronger flavor profiles to suit their taste preferences.

This thoughtful approach to gender-specific marketing ensures that Coca-Cola’s products connect effectively with a broad spectrum of consumers, further strengthening its global market presence.

Coca-Cola Marketing Channels:

Coca-Cola’s marketing strategy has evolved over time, transitioning from an undifferentiated targeting approach to a more localized and personalized approach. Companies effectively employ two basic categories of marketing channels: personal and non-personal.

Personal Channel:

Coca-Cola leverages personal channels for direct communication with its audience. This approach allows for a more intimate and one-on-one relationship with consumers, increasing engagement and brand loyalty.

Non-Personal Marketing Channels:

Coca-Cola also uses non-personal marketing channels, which include both online and offline media. These channels serve as powerful tools for reaching a wider audience and include:

  • Newspaper : Traditional print media to reach a wide readership.
  • Publicity Campaign : Marketing campaign customized to generate buzz and attract consumers.
  • Events : Attending or organizing events to engage directly with customers.
  • Television : High-impact visual advertising on television networks.
  • Posters : Attractive visuals displayed at strategic locations.
  • Email : Using email marketing for personal communication.
  • Webpages : Maintaining an online presence with informative and interactive websites.
  • Leaflet : Printed material distributed to provide information and publicity.
  • Billboard : Large scale outdoor advertising for high visibility.
  • PR Activities : Public relations efforts to maintain a positive brand image.
  • Social Media : Connecting with consumers through popular social media platforms.
  • Magazines : Advertising and feature placement in various publications.
  • Radio : The use of audio advertising for auditory engagement.

Coca-Cola’s use of personal and non-personal marketing channels reflects its adaptability in engaging with diverse audiences across various platforms, thereby ensuring a broad and sustainable brand presence.

Coca-Cola Marketing Strategy:

Coca-Cola’s global reach and enduring popularity are the result of a carefully crafted marketing strategy. This strategy involves various aspects, including:

Product strategy:

Coca-Cola boasts of an extensive product portfolio, comprising approximately 500 distinct products. These soft drinks are distributed globally and are strategically positioned within a broad marketing mix. Branded beverages, such as Coca-Cola, Minute Maid, Diet Coke, Coca-Cola Light, Coca-Cola Life, Coca-Cola Zero, Sprite, Fanta and more, are available in a variety of sizes and packaging options. , , This wide product range not only achieved a significant market share, but also generated substantial profits, allowing Coca-Cola to cater to a broad spectrum of consumer preferences and tastes.

Pricing strategy:

Coca-Cola’s pricing strategy has evolved significantly over the years. While the company famously maintained a fixed price of five cents for nearly 73 years, it had to adapt to changing market dynamics and increasing competition, particularly from rivals such as Pepsi. Coca-Cola now adopts a flexible pricing strategy that strikes a delicate balance. This avoids steep price drops that could weaken perceptions of product quality, while also avoiding unreasonable price increases that could push consumers toward alternatives. The goal of this strategy is to ensure both affordability and perceived value to customers.

Location Strategy:

Coca-Cola boasts of a wide distribution network that extends its reach to every corner of the world. The company is organized into six operating regions: North America, Latin America, Africa, Europe, Pacific and Eurasia. Within this framework, Coca-Cola’s bottling partners play a key role in the manufacturing, packaging and shipping of its products to agents. These agents are responsible for transporting products by road to stockists, then to distributors and finally to retailers, thereby ensuring wide availability to consumers.

Coca-Cola’s commitment to sustainability is also evident in its extensive reverse supply chain network, which facilitates the collection and reuse of glass bottles. This sustainable practice not only reduces environmental impact but also contributes to cost efficiency and resource conservation, thereby enhancing the brand’s reputation and global market presence.

Promotion Strategy:

To thrive in the fiercely competitive market, Coca-Cola deploys a diverse range of promotional and marketing strategies. Annually investing up to $4 million in brand promotion, the company leverages a combination of traditional and international advertising channels to effectively reach its target audience. These strategies not only reinforce Coca-Cola’s brand identity but also help it maintain a strong market presence amidst intense competition.

Classic Bottle, Font, and Logo:

coca cola logo in red and white

Coca-Cola’s iconic bottle, font, and logo have played a pivotal role in establishing its distinctive brand identity. Here’s a closer look at this integral aspect of Coca-Cola’s marketing strategy:

  • Bottle Design: Coca-Cola organized a global contest to design its now-famous bottle. The winning design drew inspiration from the cocoa pod’s shape, and this unique bottle shape became a focal point in the brand’s marketing efforts.
  • Logo: Coca-Cola’s logo, written in the elegant Spencerian script, sets it apart from its competitors. This distinctive typography is not only visually appealing but also deeply memorable. The brand strategically uses its logo in its marketing strategy to ensure it leaves a lasting imprint on consumers’ minds.

Coca-Cola’s commitment to maintaining the integrity of its classic bottle, font, and logo serves as a testament to the enduring power of consistent branding and design in the world of marketing.

Localized Positioning: Achieving Success through the ‘Share a Coke’ Campaign

coca cola advertisement posters

Launched in 2018 across nearly fifty countries, the ‘Share a Coke’ campaign has emerged as a resounding success story. By featuring images of local celebrities and crafting messages that resonate with the local language and culture in each respective region, this campaign effectively targets and engages with the local market.

prepare a marketing mix assignment on coca cola

Our company has established a strong reputation for its sponsorship initiatives, including high-profile events such as American Idol, NASCAR, the Olympic Games, and many others. Starting with the 1928 Olympic Games, Coca-Cola has consistently been a dedicated partner of each event, providing support to athletes, officials and fans on a global scale.

Social Media

coca cola Instagram's marketing

In line with the ever-evolving technological landscape, social media and online communication channels have assumed paramount importance within the framework of Coca-Cola’s marketing strategy. The company actively leverages various online digital marketing platforms including Facebook, Twitter, Instagram, YouTube and Snapchat to disseminate a rich array of content including images, videos and more. Key components of Coca-Cola’s marketing strategy in the digital sphere include SEO, email marketing, content marketing and video marketing.

Effective marketing strategies are the cornerstone of building customer loyalty and gaining substantial market share. Take your brand and business to new heights by harnessing the power of Waffle Bytes ‘ real-time marketing strategy.

Also check: IndiaMART Business Model | How IndiaMART Makes Money?

' src=

Hi, I am Tarun, and I have been working as a Digital Marketing Executive at Waffle Bytes since 2021. I am passionate about PPC and Search Engine Optimization (SEO), and I consider myself a philosopher of these field.

Social Media Strategies For GYM’s and Fitness Centers

Amul marketing strategy: traditional and digital, you may also like, canva business model: how canva makes money., candy crush: marketing strategy with psychological appeal, dream11 business model: revenue and operations, leave a comment cancel reply.

Save my name, email, and website in this browser for the next time I comment.

WhatsApp us

prepare a marketing mix assignment on coca cola

Coca-Cola Segmentation, Targeting, and Positioning

6 minutes read

The marketing realm can often seem a maze of jargon and acronyms, a labyrinth that might leave those uninitiated feeling somewhat lost. However, delve into this fascinating world, and you'll soon see the exciting mechanics of it all, and there's no better example of marketing prowess than the beloved global brand, Coca-Cola. In this detailed study, we'll explore the Coca-Cola segmentation, targeting and positioning strategies, commonly referred to as STP. These critical processes form the crux of their successful marketing campaign and have significantly contributed to Coca-Cola's worldwide recognition and lasting legacy.

Mind Map: Coca-Cola Segmentation, Targeting, and Positioning

To begin our journey, let's picture a mind map. This representation will guide us through the intricate landscape of Coca-Cola's segmentation, targeting, and positioning strategy. This mind map acts as our compass in this exploration. Through it, we will navigate these three crucial areas, diving into Coca-Cola's market segmentation before proceeding to their targeting strategy and finally surfacing with a deep understanding of their positioning tactics.

Coca-Cola Segmentation, Targeting, and Positioning Mind Map

Market Segmentation of Coca-Cola

In the vast and intricate world of marketing, market segmentation forms the backbone of any successful marketing strategy. It is the process of subdividing a large, heterogeneous market into identifiable segments with similar needs, wants, or demand characteristics. The essence is to better tailor marketing efforts to meet the needs of these segments. It is in this area that Coca-Cola truly excels. Their approach to market segmentation is a prime example of understanding consumer profiles and enhancing their buying experience.

Understanding the needs of different demographics is a vital starting point. Coca-Cola's market stretches across the globe, making its consumer base incredibly diverse. These consumers, irrespective of their geographic location, have different beverage preferences and consumption habits. To cater to such a diverse clientele, Coca-Cola's segmentation strategy revolves around four critical pillars: geographic, demographic, behavioral, and psychographic segmentation.

Geographic Segmentation:

Coca-Cola uses geographic segmentation as one of their main marketing strategies, taking into account the location and climate of various regions to cater to specific local tastes. For instance, in tropical regions like India, the consumption of cold beverages rises significantly during summers; Coca-Cola focuses heavily on advertising during this time in these regions. Conversely, in colder climates such as in Northern Europe or Canada, Coca-Cola pushes for higher sales during holiday seasons like Christmas when soda consumption tends to increase.

Demographic Segmentation:

Demographic segmentation forms another cornerstone of Coca-Cola's marketing strategy. They do not limit themselves to a specific age group or gender. Instead, they target a wide demographic spanning all ages, family sizes, genders, income groups, and occupations. They produce drinks that cater to children's whimsical tastes like cherry-flavored cola or vanilla-flavored cola for mature tastes.

Behavioral Segmentation:

Coca-Cola's behavioral segmentation strategy takes into account the different occasions and consumption patterns of consumers. They recognize that consumption varies from person to person and occasion to occasion. A prime example would be Coca-Cola's 'Share a Coke' campaign, which beautifully capitalized on personal consumption experiences by replacing the standard Coca-Cola logo on bottles with people's names.

Psychographic Segmentation:

Last but not least, Coca-Cola ventures into psychographic segmentation. They are acutely aware that people's lifestyles, attitudes, and personality traits influence their buying behavior. They associate their products with a fun-loving, active lifestyle that appeals to extroverted personalities and adventure seekers.

Targeting of Coca-Cola

Once the market segmentation has been set, the following step in marketing strategy is to determine the target market. It is this stage where Coca-Cola again reveals its proficiency in understanding its consumer base and maximizing the potential of its expansive product line. It's crucial to identify which segments to pursue, how to approach them, and what marketing strategies will yield the most positive results. Coca-Cola does so with a twofold strategy – differentiated mass marketing and niche marketing.

Differentiated Mass Marketing:

Through differentiated mass marketing, Coca-Cola targets several market segments with a different offering for each. Their beverage portfolio isn't limited to just the signature cola. Coca-Cola's line extends to a variety of other beverages like diet sodas, juices, sports drinks, and bottled water. These products target different age groups and cater to diverse lifestyles and health preferences. For instance, diet sodas cater to health-conscious consumers or those with specific dietary needs, while energy drinks appeal to younger demographics leading an active lifestyle.

Niche Marketing:

Parallel to the differentiated mass marketing, Coca-Cola also employs a niche marketing strategy targeting specific customer segments. Examples of this would be their range of premium water and juice brands targeted at the health-conscious segment of consumers willing to pay higher prices for organic or natural ingredients.

Moreover, Coca-Cola also cleverly aligns its products with various occasions such as family dinners, parties, festive celebrations, and sporting events, thereby creating multiple consumption contexts. These contextual links between their products and these occasions in consumer's minds form another layer of Coca-Cola's targeting strategy.

Their constant innovation in new flavors, healthy product choices, and sleek packaging designs helps them appeal to these different target segments. Their marketing campaigns aim to create brand recognition and preference among these specific target groups to influence purchasing decisions. Hence, through a smart combination of mass marketing and niche marketing, Coca-Cola targets a vast array of consumer segments, ensuring its global reach and extensive consumer base.

Positioning of Coca-Cola

Market positioning refers to the ability to influence consumer perception regarding a brand or product. It is about defining how you want your product to be perceived by customers in the market and what sets your product apart from competitors. Coca-Cola excels in its positioning strategy and has created an image that is quite powerful and unparalleled in the beverage market.

A great deal of Coca-Cola's positioning success comes from its ability to connect with consumers on an emotional level. They don't just sell a beverage; they sell happiness, celebration, and positive life experiences packaged in a bottle. Through their diverse and influential advertising campaigns, they have positioned their products as a source of positivity, friendship, and an accessory to fun. Their ads often depict happy, smiling people sharing moments of joy with a bottle of Coca-Cola. This consistent branding has imbued Coca-Cola with an emotional aspect that its competitors find challenging to replicate.

The concept is simple, yet powerful – When people think of Coca-Cola, they don't just think of a soda; they associate it with a lifestyle of joy, happiness, and sharing special moments with loved ones. This association is their brand position – a cheerful and refreshing addition to any social interaction. Coca-Cola has not just positioned itself in the beverage industry but has also embedded itself in our culture and daily life.

The tagline of Coca-Cola also reinforces this positioning strategy. “To refresh the world...” might seem like an ambitious statement, but it precisely reflects the image that Coca-Cola represents in the minds of its consumers. It serves to reinforce the idea that Coca-Cola is not just a thirst-quencher but also an instant provider of refreshment, energy, and celebration.

This positioning is not solely limited to their flagship cola drink but also extends to their other beverage varieties. Whether it is Diet Coke for those who prefer a healthier alternative or a Fanta for those seeking fun and vibrant flavors, each product reinforces the brand's overall positioning strategy.

Hence, through powerful advertising and consistent messaging, Coca-Cola has established a strong market position that goes beyond being just another beverage company. They've become an integral part of people's lives, signifying positivity, fun, and refreshment, making them stand out in a crowded market.

Coca-Cola Segmentation, Targeting, and Positioning Cheat Sheet

Think of this as your takeaway cheat sheet summarizing Coca-Cola's masterful marketing approach with their segmentation, targeting, and positioning strategy. This at-a-glance guide serves to remind us of the genius behind Coca-Cola's sustained success.

Coca-Cola Segmentation, Targeting, and Positioning Cheat Sheet

Key Takeaways

Our exploration into Coca-Cola's segmentation, targeting, and positioning strategies provides valuable insights into the mechanisms behind successful marketing campaigns. These core strategies can be replicated in your business endeavors via our solution Boardmix. To make it even easier, we have pre-built Market Segmentation and STP Analysis Templates to assist you in your journey to marketing success.

Join Boardmix to collaborate with your team.

Apple Marketing Mix (4Ps) Analysis

Apple Marketing Mix (4Ps) Analysis

Apple Segmentation, Targeting, and Positioning

Apple Segmentation, Targeting, and Positioning

ZARA SWOT Analysis: Fashion's Timeless Tapestry

ZARA SWOT Analysis: Fashion's Timeless Tapestry

Marketing91

How to analyse the product mix of any brand? With example of coca cola.

June 12, 2023 | By Hitesh Bhasin | Filed Under: Marketing

This is an article by request of a reader. One of the many questions you need answered while analysing a competitor, is the analysis of the product mix itself. What are the various products of the competitor, and what is his total product line? When you analyse the product mix of competitor, you find out the things missing in your own product mix or product line.

Analyse the product mix - 1

Hence analysing the product mix is important. Here we take the example of Coca cola to analyse the product mix and product line of Coca cola. Before this, i would also recommend that you read the original article of Product line and product mix .

The link that i referred to for coca cola products is here . However, we have not included the products of Coca cola as it would be quite lengthy and it is upto you to decide what depth of products you want to analyse.

To analyse the product line, first list out the different types of products a brand has. So in this case, Coca cola has 3 different products. Soft drinks, minute maid range of products, and mineral water. In soft drinks, the product line has 5 products, in minute maid the product line has 3 products and in mineral water, the product line has 1 product.

The product mix in this case is The number of products + the product lines within them. So in case of Coca cola, the product mix is 3 product lines + 9 products within them. Hence, the product mix of Coca cola has 12 total products (applicable in this scenario only. In reality Coca cola has a very large product portfolio ).

The product line in this case is 3. This is because there are 3 core product lines within the product mix – Soft drinks, Minute maid and mineral water.

This is the basic explanation of how to analyse the product mix of any company . Any company that you take an example of, will have different product lines and within those product lines, there will be various products, the combination of which will give you the product mix of the company.

Here’s how the product mix and product line of any company looks.

Product mix - 2

Also read – Product mix and product line .

Liked this post? Check out the complete series on Product Management

Related posts:

  • Coca Cola Brand Failure
  • Brand Identity Prism – Definition, Importance and Example of Coca Cola
  • 11 Creative Coca Cola Advertising Examples and Popular Campaigns
  • How to analyse consumer behavior by asking these 12 simple questions?
  • What is a product – Product definition – Define a product
  • Product mix and Product line
  • What is Product Design? Definition, History & How to Become a Product Designer
  • What is Product Demonstration? Types of Product Demonstration
  • Marginal Product: Definition and Examples of Marginal Product Explained
  • Ways To Sell A Product – Top 10 Ways To Sell A Product

' src=

About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

All Knowledge Banks (Hub Pages)

  • Marketing Hub
  • Management Hub
  • Marketing Strategy
  • Advertising Hub
  • Branding Hub
  • Market Research
  • Small Business Marketing
  • Sales and Selling
  • Marketing Careers
  • Internet Marketing
  • Business Model of Brands
  • Marketing Mix of Brands
  • Brand Competitors
  • Strategy of Brands
  • SWOT of Brands
  • Customer Management
  • Top 10 Lists

' src=

Kindly design my website

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Marketing91

  • About Marketing91
  • Marketing91 Team
  • Privacy Policy
  • Cookie Policy
  • Terms of Use
  • Editorial Policy

WE WRITE ON

  • Digital Marketing
  • Human Resources
  • Operations Management
  • Marketing News
  • Marketing mix's
  • Competitors

Content Marketing 101: Coca-Cola’s Marketing Strategy

Content Marketing 101: Coca-Cola’s Marketing Strategy

Table of Contents

  • “Liquid And Linked” Content

The 70/20/10 Content Plan

Content excellence – a content strategy aligned with corporate objectives, outline content goals with the audience in mind, develop a road map and plan.

  • Key Takeaways 
  • Conclusion 

Content marketing has become the Goliath of advertising, something which nobody could have ever imagined a couple of years ago. Except for a company like Coca-Cola, of course. Coca-Cola was probably one of the first few organizations to have faith in content marketing and build its marketing strategy around it. 

And that was because, when they envisioned the future of Coca-Cola as a brand, they could see that they couldn’t reach where they wished to simply with the art of one-way storytelling (or what we term as traditional advertising). In 2011, the then Vice-President of Global Advertising Strategy for Coca-Cola, Jonathan Mildenhall, took a leap of faith to move beyond the 30-seconders and jump onto the content marketing bandwagon. This became part of the company’s 10-year goals. 

Those who still think that content marketing is another passing fad should simply look at the amount of money and resources that Coca-Cola put into content marketing in the past decade. The company had been eyeing doubling its cola brand’s worldwide consumption by 2020, riding vigorously on its content marketing strategy.

Let’s talk in more detail about Coca-Cola’s marketing strategy. 

“Liquid and Linked” Content

Coca-Cola used the term “Liquid and Linked” to describe its emerging content strategy at that time. A colossal company like Coca-Cola creates innumerable stories every year. Multiple agencies design these stories in various forms – sometimes a mobile app, sometimes a great television ad, sometimes a viral video, etc. But even though each of these stories has its individuality, these are also laced together.

Jonathan explained that these stories are similar to molecules in a glass of Coca-Cola. Each molecule is a distinct part of the content, but they are also bound together. There is unity, and the content strategy acts like a ‘glass’ giving form to the entire effort.

prepare a marketing mix assignment on coca cola

It’s about striking a balance between control and disarray. It’s about your content being ‘liquid’ meandering around mediums, allowing for it to be shared and even altered along the way – and keeping your content ‘linked’ by a consistent concept. 

Jonathan described that 70% of the content was created to be “low risk,” which he also termed “bread and butter” content. Comparatively, it takes less time to put such content in place as it is less precarious and less contentious. 20% of the content “innovates off of what works.” Compared to the 70% low-risk content, this 20% utilizes more time and energy to be put in place; it’s more in-depth and connects more profoundly with a well-identified segment of your audience. That’s a segment that purchases your products or services.

Jonathan termed the final 10% as “high-risk” content. These are the brand-new ideas – crazy, berserk stuff that might work or fail. He pointed out that the future 70% and 20% content emerge from this high, risky 10%. Today’s daft idea is tomorrow’s keystone content.

This 10% high-risk content will keep the creative spark alive in you. It keeps you enthusiastic about what you do and helps you progress in a fast-paced environment.

prepare a marketing mix assignment on coca cola

Jonathan was well-informed of the overflow of content and mentioned that it would be a target for ruthless editing, so it doesn’t simply add to all the noise out there. In other words, Coca-Cola realized that it needed to reimagine, not just replicate, its content continually.

Coca-Cola didn’t dip into the waters of content marketing just for the heck of it. It saw potential in this medium as part of the entire Coca-Cola marketing plan and then took it head-on. Firstly, it identified its goal—to double the worldwide consumption of Coca-Cola. It then analyzed its target group, the market, the hottest marketing trends and acknowledged a chance in the blend.

Coca-Cola had observed three changes in the marketplace and marketing:

  • Consumer behaviors are transforming online.
  • Technology and social networks are not separate from the messages that the companies want to put across.
  • Storytelling is a good way for companies to create intense emotional relationships with audiences.

With everything done and dusted, Coca-Cola realized that content marketing could aid the company in pulling up its business by prompting conversations about its brand in this new ecosystem. Coca-Cola understands that consumers create more stories and ideas than they do, so the goal is to provoke discussions and then “Act” and “React” to those conversations year-round.

Distribution technologies from Twitter, Facebook, and YouTube provide connectivity and consumer empowerment like never before. The concept that Coca-Cola put into action was to create convincing stories, which would take on a personality of their own and drive banter and brand engagement.

Earlier, advertising was static and one way. It was done through television and newspapers, without interaction with the consumers. Coca-Cola had deciphered that the concept of storytelling has advanced from one-way communication to dynamic conversations in today’s hyper-connected world.

This means that it intended to put forth stories that needed to develop as it networked and communicated with its tribe. These stories were designed to add significance to people’s lives and be articulated through every possible link. 

To attain this objective, Coca-Cola devised numerous types of content – all interconnected stories – and distributed them across several channels, in various media formats, and social networks. But, rather than creating this content in a void, Coca-Cola proposed to build content tied to the umbrella theme of “Live positively,” which is top-of-mind for consumers. Coca-Cola implied these two types of content as tent-pole and tent-peg content. The umbrella theme is the primary aid for the content strategy (tent-pole). The interconnected stories (tent-peg) tie it up to create a cohesive, aligned brand experience.

Coca-Cola defined how it would create content to help it achieve its goals. Benefitting from the plethora of data it had access to, the company aimed to make a mark as a leader by sharing thought-provoking ideas. These ideas were encapsulated in strategic briefs, which provided a take-off point for the creative briefs that steered content development.

Coca-Cola also grasped that it needs to be innovative and adaptive in its style of creating content – and that various people would need to be involved in the process. Along with working with its agency and internal intimates, it looked at teaming up with “industry collaborators.” While different partakers drove different processes to develop content, they were all being guided by the same 5 principles: 

  • Inspire participation among the best
  • Connect creative minds
  • Share the results of the efforts
  • Continue development
  • Measure success

Though some people regulated the content stream, Coca-Cola wanted to foster creativity and bravery. It was well aware that some ideas would fail, but it would only develop exciting ideas and stories by taking risks. Overall, the mature approach towards Coca-Cola’s marketing plan has led it to where it is today. It retains its position as the world’s favorite soft drink. 

prepare a marketing mix assignment on coca cola

Key Takeaways

  • Create content that implores to be shared – be it an article, a video, or an image.
  • Amplify your content strategy based on corporate goals and research.  Make sure that the content puts forth your point in line with your objective and principles.
  • Develop a content strategy based on ideas that concern your audience and interconnect with what you offer – and notify the goals at the highest and lowest levels. Don’t just put out the message but interact with your tribe.
  • Decide on a plan that describes how you would execute your content marketing strategy.
  • Storytelling has metamorphosed from being one-way, static, and synchronous to being multifaceted, spreadable, and engaging.
  • It is not just about developing white papers but trying to create more graphic, intrepid, and appealing content in the web world that has welcomed multimedia and interactive content.
  • There is a need to move towards a legitimate consumer collaboration model that builds buzz and adopts a more reiterative methodology to content creation.
  • Fuelling conversations, acting, and interacting has become ever so important.
  • Consumers’ ideas, creativity, and conversations have been unleashed with the advancement of social networks – learning to entice and wrangle those conversations to up your brand visibility is now a crucial part of a brand’s marketing.

Considering the kind of standards Coca-Cola had set for its marketing strategy, focusing mainly on content-driven communication – it is evident that brands have understood that content marketing is the need of the hour.

It’s essential to concoct fantastic content to be “liquid.” But you also have to remember to keep your content “linked” to what your brand is and what it offers. What is the purpose of going viral when it doesn’t serve your business strategy and goals? The underlying problem with most companies and brands is that they are unaware of what their 70% content is. What subjects and keywords are of interest to your target group? What does your audience yearn for, their troubles, and how you get to connect with them?

The 20% content takes the 70% content deeper. It could be a research report, video, an image, etc. It so happens that occasionally, a content concept takes the shape of a full-fledged product! The 10% content is the one that keeps you grounded – whether it will hit the jackpot or fail, you never know if you don’t put it out.

Also, you need to be honest with yourself. You have to create great content, and if you can’t do so, you need to pull up your socks and get better, or else partner with those who can create mind-boggling content that would be worth your tribe’s attention.

Coca-Cola applies a mix of three important elements to its marketing strategy – great customer connection, worldwide accessibility, and affordable prices. As per a 2020 statistic, Coca-Cola offers more than 500 brands across 200 nations. The brand is sold in packages of various sizes

Coca-Cola’s content strategy discusses the 70-20-10 principle utilized to put together “liquid” and “linked” content for its customers. 70% is the low-risk content that is simple to put in place, while 20% is the one that delves deeper into the 70%. 10% includes high-risk ideas that might or might not click with the audience and usually turn out to be 70% or 20% of the future.

The refurbished marketing strategy sought to push the sales of low-calorie and sugar-free drinks and eradicate the brand confusion within the Coca-Cola portfolio, partially caused by the brand’s previous attempts to adjust to healthier lifestyles.

In the late 19 th century, Coca-Cola was invented by John Stith Pemberton and was initially marketed as a temperance drink and intended as a patent medicine. It was bought out by Asa Griggs Candler, whose methods led Coca-Cola to lead the world soft-drink market throughout the 20 th century.

Through the decades and multiplicities of marketing campaigns, Coca-Cola has remained constant and has stuck to communicating one powerful and efficient message – pleasure. Being persistent, Coca-Cola’s modest slogans such as ‘Enjoy’ and ‘Happiness’ never go out of vogue and are interpreted easily globally.

Content marketing is a marketing approach utilized to entice, engage, and retain an audience by preparing and sharing relevant articles, podcasts, images, videos, and other media. This methodology establishes proficiency, promotes brand awareness, and keeps your brand/business/company on top of the mind of the consumers when it’s time to buy what you sell.

Latest Blogs

In this blog, explore the golden rules of using AI marketing tools so you can leverage the benefits to their maximum potential.

In this blog, you’ll learn how to avoid the pitfalls of SEO over-optimization while enhancing your site’s performance.

In this article, we’ll take a look at what AMP is, its advantages and disadvantages, and how it affects SEO.

Get your hands on the latest news!

Liquid Death: From Thirst to Thriving - The Unconventional Rise of a Water Brand

Unhinged or genius? Deconstructing Liquid Death’s Marketing Strategy

Data and Studies

5 mins read

Similar Posts

prepare a marketing mix assignment on coca cola

Content Marketing

8 mins read

The Ultimate Round-Up of Content Marketing Tips from 2023

prepare a marketing mix assignment on coca cola

6 mins read

Content Marketing in the Age of Big Data: Leveraging Data for Competitive Advantage

prepare a marketing mix assignment on coca cola

Impact of Content Marketing on Consumer Behaviour: How Effective Content Increases Sales

Ask a question from expert

Marketing Strategies for Coca Cola: Market Development, Analysis, and Mix

Module Study Guide for the Principles of Marketing course at the University of West London.

Added on   2023-06-10

About This Document

   Added on  2023-06-10

Marketing Strategies for Coca Cola: Market Development, Analysis, and Mix_1

End of preview

Want to access all the pages? Upload your documents or become a member.

Marketing Management : Assignment Sample lg ...

Market strategies of coca- cola - assignment lg ..., strategic plan development for coca cola: competitive strategy options and impact on organisation lg ..., integrated marketing plan of coca cola lg ..., coca-cola's marketing strategy assignment lg ..., coca-cola 2016 christmas marketing campaign lg ....

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

  • We're Hiring!
  • Help Center

paper cover thumbnail

Assignment on Coca-Cola Company

Profile image of Amirul Islam Lisan

As the leading beverages company in the world, Coca Cola almost monopolizes the entire carbonated beverages segment. Beside it, Coca Cola also maintain their reputation as the leading company in the world using PESTLE analysis so that Coca Cola can examine the macro-environment of Coca Cola’s operations.

Related Papers

Microscopy and Microanalysis

Pierre Hovington

prepare a marketing mix assignment on coca cola

Piyoros Tungthamthiti

Sarcasm is a form of communication that is intended to mock or harass someone by us-ing words with the opposite of their literal meaning. However, identification of sarcasm is somewhat difficult due to the gap between its literal and intended meaning. Recognition of sarcasm is a task that can potentially pro-vide a lot of benefits to other areas of nat-ural language processing. In this research, we propose a new method to identify sarcasm in tweets that focuses on several approaches: 1) sentiment analysis, 2) concept level and common-sense knowledge 3) coherence and 4) machine learning classification. We will use support vector machine (SVM) to classify sarcastic tweet based on our proposed features as well as ordinary N-grams. Our proposed classifier is an ensemble of two SVMs with two different feature sets. The results of the experiment show our method outperforms the baseline method and achieves 80 % accuracy. 1

Journal of the American Heart Association

Petr Ševčík

Background The benefit of intravenous thrombolysis is time dependent. It remains unclear, however, whether dramatic shortening of door‐to‐needle time (DNT) among different types of hospitals nationwide does not compromise safety and still improves outcome. Methods and Results Multifaceted intervention to shorten DNT was introduced at a national level, and prospectively collected data from a registry between 2004 and 2019 were analyzed. Generalized estimating equation was used to identify the association between DNT and outcomes independently from prespecified baseline variables. The primary outcome was modified Rankin score 0 to 1 at 3 months, and secondary outcomes were parenchymal hemorrhage/intracerebral hemorrhage (ICH), any ICH, and death. Of 31 316 patients treated with intravenous thrombolysis alone, 18 861 (60%) had available data: age 70±13 years, National Institutes of Health Stroke Scale at baseline (median, 8; interquartile range, 5–14), and 45% men. DNT groups 0 to 20 m...

Journal of IMAB - Annual Proceeding (Scientific Papers)

Tanya Popova

Epilepsy is one of the most common neurological diseases, characterized by recurrent epileptic seizures. Epilepsy can be caused by various factors affecting the brain. Any process affecting the child's brain during its formation leads to insufficient maturation of nerve elements in their morpho-functional structure. Depending on the degree and nature of the brain damage, the location of the lesion, its depth and spread, there are different forms of epilepsy, manifesting themselves in different ways. Disorders accompanying the disease are: attention deficit, neuropsychiatric disorders, motility disorders. Children with epilepsy may have a general intellectual disability (mental retardation), global developmental delay, hearing or vision impairment, autism spectrum disorders and others. The aim of the present study is to research and analyze the awareness of teachers working in educational institutions about the disorders and the presence of learning difficulties in students with ...

Constantin Tonu

Journal of Macromolecular Science, Part A

vol. 5, no. 1

Maria Eduarda Barboza

mirage Mandíbulas y sexo: estudio de manifestación del dimorfismo sexual en mandíbulas del sitio SJ Til. 43 (Tilcara, Jujuy). SeDiCI. Iniciar sesión. ...

Kalamatika: Jurnal Pendidikan Matematika

Penelitian ini bertujuan untuk mengetahui terdapat atau tidaknya pengaruh Macromedia Flash terhadap hasil belajar matematika siswa. Penelitian ini dilaksanakan di SMP Kelas VIII (delapan) pada semester genap tahun pelajaran 2012/2013. Desain penelitian ini menggunakan metode eksperimen. Instrumen yang digunakan dalam penelitian ini sebelumnya telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa (1) terdapat peningkatan hasil belajar matematika siswa yang diajarkan dengan menggunakan penggunaan Macromedia Flash 8 dengan hasil rerata pada kelas eksperimen dan pada kelas kontrol . (2) hasil penelitian ini menyimpulkan bahwa terdapat pengaruh penggunaaan Macromedia Flash terhadap hasil belajar matematika siswa setelah didapatkan bahwa thitung=2,910 > 2,002=t(0,975;(58)) dengan taraf signifikansi =0,05.

Journal of Tourism Destination and Attraction

Aji Prasetya

The aim of this preliminary participatory action research (PAR) is to explore potential tourism sites in Gunungsari Village, Batu City, East Java. As a PAR, it implements the ecotourism concept, which is called community-based tourism (CBT) by projecting the participatory mapping (PM). As a result, this PM activity reveals the diversification of potential tourism sites which can be classified into five categories: (1) religious and cultural tourism (RCT), (2) special interest tourism (SIT), (3) agro-tourism (AT), (4) home industry tourism (HIT), and (5) educational tourism (ET). Moreover, this diversification can give significant contributions in developing tourism planning programs based on the CBT perspective aiming to empower local communities.

International Journal of Oral-Medical Sciences

aysegul apaydin

RELATED PAPERS

Monografías de Medicina Veterinaria

oscar torrealba

Erasto Mbugi

MALİK UĞUR DADAK

Sexual Abuse: A Journal of Research and Treatment

International Journal of Preventive Medicine

Mohammad Yousofpour

European Heart Journal

Thomas Evers

Mechanics of Composite, Hybrid and Multifunctional Materials, Volume 5

Second International Meeting for Applied Geoscience & Energy

Kason Malone

ABM Proceedings

Dagoberto Santos

Global Pediatric Health

Natalie W H Tan

Jurnal Dimensi

Sri Langgeng Ratnasari

RELATED TOPICS

  •   We're Hiring!
  •   Help Center
  • Find new research papers in:
  • Health Sciences
  • Earth Sciences
  • Cognitive Science
  • Mathematics
  • Computer Science
  • Academia ©2024

The Kenya Times

How Coca Cola Is Modernizing Marketing With Its New Strategy

I n a departure from its tradition, beverage giant Coca-Cola’ s new television commercial is now promoting its broad portfolio of drinks in a single commercial.

The commercial does not showcase just a single product such as Dasani, Fanta, or Sprite, as has been the company’s typical marketing strategy over the years. 

The move further represents a significant change for the company that once told consumers that “Coke Is It.”

In the new commercial, a variety of Coca-Cola products have been put together to scramble for the spotlight.

Directed by Christopher Storer, the advert depicts a large family making use of different Coke products, as they welcome one woman’s new spouse to the fold.

Coca-Cola ad

Sprite, for example, helps one man’s mouth after popping a very hot hors d’oeuvre into it.

A mother, on the other hand, passes out Honest Kids organic juices as an ice-cold glass of Coke takes a brief spill.

Furthermore, the campaign tells viewers that Coca-Cola helps sponsor many of the life moments that matter most. 

In recent years, other companies have tested a so-called “portfolio” approach.

For example, Coke’s perennial rival, Pepsi, took to the 2018 Super Bowl Halftime Show to run a commercial.

Also Read:  5 Companies That Announced Mass Firing in 2023

The commercial touted both a spicy new iteration of Doritos and a new lemon-lime variant of Mountain Dew.

One year later Frito-Lay, Pepsi’s sister snacks division, launched a holiday spot starring Anna Kendrick.

The spot subsequently played up a broad array of its products rather than a single chip or pretzel. 

Also, Procter & Gamble in 2020 ran a series of Super Bowl ads that incorporated not only its Tide detergent but also other products it owns including Old Spice and Mr. Clean.

Growing trend

Anheuser-Busch InBev has also in past years used the Super Bowl to promote not just Budweiser and Bud Light, but everything from Michelob Ultra to Shock Top.

But how would the company and its ad agencies create a scenario in which appearances by many different beverages seemed organic?

When the assignment first came up, it sounded difficult to put into practice, but thinking about a family-setting helped ideas take shape.

Coke has also devised thousands of customized pieces that Alex Ames, director of content and creative excellence, says can be used in social and digital outreach.

According to Shakir Moin, Coca-Cola’s chief of marketing for North America operations, touting multiple beverages in a single commercial, rather than giving time solely to soda sensations like Krest or Stoney Tangawizi, for example, can help Coca-Cola strike a connection that may result in more purchases of its goods.

This is not the first time Coca-Cola is experimenting on this marketing campaign idea.

In 2003, the company ran a print ad that appeared in news publications like The New York Times .

Additionally, it called attention to everything from Sprite ReMix and Coke Classic to Minute Maid lemonade and Odwalla carrot juice.

The pitch was launched partly to remind advocates of nutrition that the company made more than fizzy, sugary drinks.

Also, ten years later, the company launched a campaign in Asia that pushed Coke, Sprite and Fanta as three beverages that paired well with meals.

Consumer vs brand

Neither ad used what Shakir calls an approach that looks first at how consumers behave, rather than what the company is most interested in selling.

Executives at the iconic brand have known for years that the company makes products targeting a variety of consumers.

Also Read:  Companies that Made Billions as Kenyans Cried About Economy in 2023

This ranges from breakfast eaters to athletes and to those looking to satisfy a craving for something sweet.

Notably, now the company hopes to remind consumers that it can fit into many kinds of drinking occasions.

Furthermore, this is achieved particularly as patrons show increasing interest in slaking their thirst with something other than the company’s flagship sodas. 

The new TV ad, which will appear in both 30- and 90-second versions, is expected to last six to eight weeks.

It indeed attests that it takes an army to make inroads with consumers.

In a departure from its tradition, beverage giant Coca-Cola’s new television commercial is now promoting its broad portfolio of drinks in a single commercial. The commercial does not showcase just a single product such as Dasani, Fanta, or Sprite, as has been the company’s typical marketing strategy over the years.  The move further represents a significant change for the company that once told consumers that “Coke Is It.” In the new commercial, a variety of Coca-Cola products have been put together to scramble for the spotlight. Directed by Christopher Storer, the advert depicts a large family making use of different […]

Nestlé Marketing Mix (4Ps) Analysis

Nestlé Marketing Mix (4Ps) Analysis

Introduction

Nestlé's marketing strategy examines the company using the marketing mix framework, which includes the four Ps (Product, Price, Place, Promotion). Product innovation, price strategy, promotion planning, and so on are all examples of marketing tactics. These business methods, which are based on the Nestlé marketing mix, aid in the success of the brand. Nestlé's marketing strategy aids the brand's/competitive company's position in the marketplace as well as the achievement of its business objectives. Let us just begin with the Nestlé Marketing Strategy & Mix to get a better understanding of the company's product, price, marketing, and distributing plans.

The marketing mix of Nestlé is explored in-depth in this article. It assesses Nestlé's plans and tactics about the 4Ps (Product, Price, Place, and Promotion). Nestlé S.A. is a Swiss multinational corporation. For almost 150 years, it has been creating food and beverage items. It is regarded as the world's largest fast-moving consumer products corporation.

The quality of Nestlé's goods is excellent. Its goods are controlled on a local level to meet the demands of clients. It spends a lot of money on research and development to figure out what customers want and need in the short and long run. Nestlé, like so many other firms, has had to withdraw several of its goods owing to health issues in the past.

Product Strategy of Nestlé

The following is an explanation of the product strategy and mix in Nestlé's marketing strategy. Nestlé is the biggest food manufacturer in the world. It has roughly 8,000 brands with a diverse variety of items that form the foundation of its marketing mix product strategy. However, it largely concentrates on the following items.

  • Dairy products : Many milk products, such as Nestlé milk, Nestlé slim, and Nestlé every day, have been mentioned.
  • Chocolates : Chocolates are one of Nestlé's most profitable categories. KitKat, Munch, Éclairs, Polo, and Milky Bar are popular items. It has also developed Alpino chocolate to cater to the gifting market.
  • Beverages : You're all familiar with Nescafe. It is the world's most popular coffee brand. Nestlé owns the company. It has a global distribution network.
  • P repared meals : Nestlé provides a variety of ready-to-cook dishes as well as cooking aids such as Maggi Instant Noodles. Maggi, a prepared noodle that has become a trademark on its own, and items such as Maggi Pasta, Maggi Sauces, and others, is one of Nestlé's biggest hits.

Price Strategy of Nestlé

Nestlé seeks to offer a varied range of products and services to meet evolving customer needs. It seeks to create goods that are beneficial to both humans and the environment. The market determines the price of each thing. Nestlé's pricing clout stems from its packaging and intake-based pricing. Nescafe and Maggie both have higher profit margins than their competitors. This is because the product quality is adequate, and a small price reduction will not entice the consumer to associate with the brand.

Both Nescafe and Maggi are available in several quantities and packaging choices from Nestlé. You may even get a 16-pack of Maggi in supermarkets, whereas 5rs Maggi is only available in small shops. Nestlé provides cheap rates on other commodities such as Kitkat and Munch due to severe competition from other corporations.

Place Strategy of Nestlé

The firm is renowned for its distribution platform, which consists of a system of intermediaries that all work together to get good proportion to the ultimate customer. The mammoth corporation employs around 308,000 people globally and operates in 187 countries. It has a manufacturing policy in place that ensures the goods fulfill food safety, regulatory, and quality standards. It supports the concept of waste reduction and zero defects. The following are critical tactics for the company's supply chain:

  • Dedication to a zero-waste lifestyle.
  • Customers must be recognized and interacted with.
  • Acquisitions are undertaken to mitigate risks and get exposure to the acquirer's suppliers.
  • Trying to assure that sourcing is carried out responsibly.

Promotion Strategy of Nestlé

Nestlé always has innovative marketing decisions when it comes to branding its products. Nestlé wants to figure out which advertising channel is the most effective. They are up against strong competitors from both domestic and international opponents. Promotion strategy and consumer promotion are two types of sales promotion tactics used by Nestlé. Nescafe was the first company to introduce Nescafe songs that are still talked about today. They've always made an effort to encourage customers to buy their stuff. Take Maggi, for example, which is associated with easy-to-prepare two-minute snacks for women. As a result, it became well-known among children and mothers. Quality of the product and nutritional content has always been a top priority for them.

Because of their strong presence on the field, Maggi and Nescafe have boosted marketing and sales. "Have a Break, Have a KitKat," Nestlé's distinctive marketing phrase for Kitkat, a well-known Nestlé trademark, has now become associated with the company. Nestlé uses a range of media to promote their products, including tv, posters, print commercials, and web advertising.

Nestlé Marketing Mix (4Ps) Analysis Mind Map

The marketing mix of Nestlé is examined in-depth in this article. It assesses Nestlé's plans and tactics about the 4Ps (Product, Price, Place, and Promotion). Nestlé S.A. is a Swiss multinational corporation. For almost 150 years, it has been creating food and beverage items. It is regarded as the world's largest fast-moving consumer products corporation. Nestlé also has a substantial percentage of recipes on its website. This demonstrates Nestlé's extensive product selection, which is considerably beyond the grasp of most of its rivals.

Nestlé SWOT Analysis Example 01

Key Takeaways

With the last of the 4Ps method, the marketing mix comes to a close. Nestlé is a hugely successful company that has mastered the variety and quality of its products. Their pricing is fair, and they precisely cater to their targeted market and industry. Their worldwide reach, as we noted, is excellent, given their decades of expertise. As a consequence of its constant promotions and trademark branding, the firm will surely maintain its significant position in the market. The quality of Nestlé's goods is excellent as it spends a lot of money on research and innovation to figure out what customers want and need in the long and short run.

Just like that making a Marketing mix mind map comes very handy and informative, and making a mind map is important as to summarize all the information in the best way possible. Because visual and concise learning is the best way to learn. With that in mind, EdrawMind has countless pre-built mind map templates to choose from.

  • Marketing mix of Nestle – Nestle marketing mix
  • Marketing Mix of Nestle | 4Ps of Marketing Mix of Nestle
  • Marketing mix of Nestle (4Ps of Nestle)

prepare a marketing mix assignment on coca cola

McDonald's Mission and Vision Statement Analysis

prepare a marketing mix assignment on coca cola

Nestlé SWOT Analysis

prepare a marketing mix assignment on coca cola

KFC Marketing Mix (4Ps) Analysis

Kfc mission and vision statement analysis.

prepare a marketing mix assignment on coca cola

McDonald's Marketing Mix (4Ps) Analysis

prepare a marketing mix assignment on coca cola

McDonald's Market Segmentation, Targeting, and Positioning

  • Starting a Business
  • Growing a Business
  • Business News
  • Science & Technology
  • Money & Finance
  • Subscribers For Subscribers
  • Store Entrepreneur Store
  • Spotlight Spotlight
  • United States
  • Asia Pacific
  • Middle East
  • South Africa

Copyright © 2024 Entrepreneur Media, LLC All rights reserved. Entrepreneur® and its related marks are registered trademarks of Entrepreneur Media LLC

JUST RELEASED: View the 2024 Franchise 500 Ranking

Coca-Cola Rolls Out a 'Spiced' New Permanent Flavor — Its First in 3 Years The new spicy flavor will hit shelves in North America on February 19.

By Emily Rella • Feb 7, 2024

Coca-Cola's latest iteration is certainly adding some spice.

The beverage behemoth announced on Wednesday that it would be rolling out Coca-Cola Spiced , a new beverage that includes raspberry notes and other spices and will come in regular and sugar-free versions.

The drink is expected to roll out in the U.S. and Canada on February 19 as a rare permanent addition to the company's existing flavors. It's the first permanent addition in three years and will be sold in both cans and bottles in multiple sizes.

Related: Coca-Cola Recalls Diet Coke, Fanta Orange and Sprite Cases

View this post on Instagram A post shared by Coca-Cola (@cocacola)

"Consumers are looking for more bold flavors and more complex flavor profiles," said Sue Lynne Cha, Coca-Cola's vice president of marketing for North America, per CNN . "That's a trend we started to see in food, but also in beverage, and we thought that was a unique space for us to play in."

Most recently, the company experimented with AI technology to envision what Coca-Cola might look and taste like in the future when it rolled out the limited-edition, Y3000 Coke, last September.

Coca-Cola had a strong Q3 2023, with global net revenue increasing 8% quarterly, noting that its North American market saw growth in sparkling drinks, juice, and dairy beverage categories.

"If you go to the aisles, you'll see the amount of spiciness has gone up because consumers' taste palettes have evolved. We realized that could be an opportunity for us," Coca-Cola's Chief of Marketing, Shakir Moin, told The Associated Press .

Related: Coca-Cola Used AI for New Y3000 Coke Flavor 'From the Future'

Coca-Cola was relatively flat , up less than 0.50%, in a one-year period as of Wednesday afternoon.

Entrepreneur Staff

Senior News Writer

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick Red Arrow

  • Three Buddies Wanted to Have a Better Time at an Outdoor Festival. Their Invention Turned Into a $43 Million Business .
  • Lock This Fun, Flexible Side Hustle Pays $35 an Hour and Gets You Into Exclusive CEO Summits, Music Festivals, and Sports Events
  • 3 Hacks That Can Help You Get High-Quality Matches on Dating Apps , According to the Lead Engineer Behind a Very Exclusive One
  • Lock This Retirement Trend Is Helping People Ease 'Financial Anxieties' and Avoid 'Loss of Purpose,' Workplace Expert Says
  • Lock These 3 Quotes From Jeff Bezos Will Change How You Run Your Business
  • The Job Is Finished, Now What? 7 Lessons and Cautionary Tales About Life After Power From Former Presidents .

Related Topics Red Arrow

Most popular red arrow, mastering the skill of convincing stakeholders to approve and execute ideas.

There's a big difference between approval-seeking and being your own biggest advocate.

These Are the Highest-Paying Side Hustles for a Single Day of Work

Earn the most money in the least amount of time.

TikTok's CEO Is an Honorary Chair at the 2024 Met Gala

Conde Nast's Chief Content Offer, Anna Wintour, made the announcement Thursday.

This Job Hack to Escape Layoffs Is Gaining Popularity — But It's Divisive: 'It Altered My Brain Chemistry'

U.S. workers, especially younger generations, are considering government jobs for more security.

A Company Will Pay You $10,000 to Give Up This Everyday Object for Just 1 Month — But You Might Feel 'Uneasy' Without It

It's "a new kind of 'Dry January.'"

5 Proven Ways to Maximize Your Profitability as a First-Time Author

Unlock the secrets to turning your debut book into a profitable venture with proven marketing tactics.

Successfully copied link

comscore

IMAGES

  1. Marketing Strategy of Coca Cola

    prepare a marketing mix assignment on coca cola

  2. Full Marketing Mix of Coca Cola (4Ps)

    prepare a marketing mix assignment on coca cola

  3. Marketing Process Assignment-Task 1

    prepare a marketing mix assignment on coca cola

  4. (DOC) Group 11 Marketing Mix of Coca-Cola Group Assignment 01

    prepare a marketing mix assignment on coca cola

  5. Coca-Cola Marketing Mix (4Ps) Analysis

    prepare a marketing mix assignment on coca cola

  6. Coca Cola Marketing Strategy with marketing Mix

    prepare a marketing mix assignment on coca cola

COMMENTS

  1. Full Marketing Mix of Coca Cola (4Ps)

    The marketing mix is described as a collection of marketing techniques that a company uses to achieve its marketing objectives in a target market. It thus holistically covers the marketing and business strategies surrounding a business. Let's dive deeper into Coca-Cola's marketing mix. Product Strategy

  2. Coca Cola Marketing Strategy, Plan & Mix (4Ps)

    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.

  3. Coca-Cola Marketing Mix (4Ps) Analysis

    BUSINESS ANALYSIS Coca-Cola Marketing Mix (4Ps) Analysis Get to know how the soda industry works by looking at Coca-Cola's distinct marketing strategies and principles. Discover More Helpful Information! Welcome to EdrawMind! Unleash your creativity and enhance productivity with our intuitive mind mapping software. Switch to Mac > Try It Free

  4. Coca-Cola Marketing Mix (4Ps) Analysis

    6 minutes read In the arena of marketing, few brands have been as consistently successful as Coca-Cola. Through an ever-evolving blend of product, price, place, and promotion—the "4Ps" of marketing—the beverage giant has maintained a strong market position for more than a century.

  5. Group 11 Marketing Mix of Coca-Cola Group Assignment 01

    Group 11 Marketing Mix of Coca-Cola Group Assignment 01 isura scient Refers to the value that is put for a product. It depends on costs of production, segment targeted, ability of the market to pay, supply -demand and a host of other direct and indirect factors.

  6. Marketing Mix of Coca-Cola

    Today, we'll discuss the marketing mix of Coca-Cola; it will focus on the 7Ps and 4Ps of marketing of Coca-Cola marketing strategy; key elements like product mix of Coca-Cola; price, place, promotion, people, process, and physical evidence or environment.

  7. Coke Marketing Strategy: Their Recipe for Success (+5 Achievable

    2. Prioritize Product Quality. Another reason Coke has maintained its success for so long is that it never sacrificed product quality. Wherever your marketing priorities lie — content marketing, traditional advertising, etc. — these should never prioritize maintaining and improving your product's quality.

  8. Coca-Cola Marketing Strategy 2024: A Case Study

    Geographical segmentation 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. Gender

  9. Coca-Cola Marketing Mix (4Ps) Analysis (2024)

    Product is the first component of the 4Ps of marketing of Coca-Cola. The company boasts an extensive showcase of product portfolio summing up to 500 still and sparkling brands. With this number, it provides more than 3000 beverage options. The company's leading product, Coca-Cola is one of the most popular and valuable brands globally.

  10. Putting It Together: Marketing Mix

    Summary This module covered the marketing mix in depth and the strategies companies use to develop effective marketing plans. Below is a summary of the topics covered in this module. Product Marketing Product is the core of the marketing mix. Product defines what will be priced, promoted, and distributed.

  11. The Marketing Strategy of Coca-Cola: A Comprehensive Analysis

    Coca-Cola adopts a diversified pricing strategy, offering packaging and sizes with different price points. This approach aims to increase affordability and cater to a wide range of consumers, including students, middle-class families, and low-income individuals and small families. Coca-Cola's astute understanding of its target audience and ...

  12. Coca cola marketing mix

    The Marketing Mix includes; Price - Price is said to be the "heart" of every business because it guarantees the company's revenue. In addition, in the marketing mix, the price is the only thing that generates revenue, while the other 7P's represent a company's expenses.

  13. Coca Cola Marketing Mix

    Coca Cola Marketing Mix | PDF | The Coca Cola Company | Coca Cola Coca Cola Marketing Mix - Free download as Word Doc (.doc / .docx), PDF File (.pdf), Text File (.txt) or read online for free.

  14. (PDF) MARKETING MANAGEMENT PRACTICE OF Coca-Cola

    four famous beverages - Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life into the 'One Brand' model, thereby offering the target consumer audience a broader selection of options. Services:

  15. Coca-Cola assigment Final

    3 Marketing Mix. 3.2 Product Strategy. The Coca-Cola Company has using a brand name and images that everyone able to memories easily. For the packaging of their main product, Coke, they sell in different materials of packaging which have plastic, cans and glass bottle. On the bottles, there will attached will their distinguished red logo.

  16. Coca-Cola Segmentation, Targeting, and Positioning

    This representation will guide us through the intricate landscape of Coca-Cola's segmentation, targeting, and positioning strategy. This mind map acts as our compass in this exploration. Through it, we will navigate these three crucial areas, diving into Coca-Cola's market segmentation before proceeding to their targeting strategy and finally ...

  17. How to analyse the product mix of any brand? With example of coca cola

    To analyse the product line, first list out the different types of products a brand has. So in this case, Coca cola has 3 different products. Soft drinks, minute maid range of products, and mineral water. In soft drinks, the product line has 5 products, in minute maid the product line has 3 products and in mineral water, the product line has 1 ...

  18. Content Marketing 101: Coca-Cola's Marketing Strategy

    Coca-Cola applies a mix of three important elements to its marketing strategy - great customer connection, worldwide accessibility, and affordable prices. As per a 2020 statistic, Coca-Cola offers more than 500 brands across 200 nations. The brand is sold in packages of various sizes. 2.

  19. Putting It Together: Marketing Mix

    In this module you have seen how businesses use the marketing mix to gain market share, enhance the value of their brand, and attract and retain customers in order to increase revenue and profit. Let's take a final look at this from the perspective of the most valuable brand in the world: Coca-Cola. Coca-Cola is sold in more than two hundred ...

  20. Marketing Strategies for Coca Cola: Market Development, Analysis, and Mix

    It also explores the customer-centric strategy of the company. The report suggests that Coca Cola should opt for market penetration and product development strategies. The BCG matrix is used to evaluate the current value and potential of Coca Cola's products. The marketing mix of Coca Cola includes product, pricing, place, and promotion strategies.

  21. Assignment on Coca-Cola Company

    naseer muhammad Novel approaches to synthesize efficient inorganic electride [Ca24Al28O64]4+ (e−)4 (thereafter, C12A7:e−) at ambient pressure under nitrogen atmosphere, are actively sought out to reduce the cost of massive formation of nanosized powder as well as compact large size target production.

  22. Coca Cola Marketing Mix Assignment by Malhar Sankpal

    SWOT: Threats Health Concerns: Recent studies are showing that Coca Cola's high use of sugar is causing health issues related to Diabetes. These research articles can be read by consumers, and can cause Coca Cola to lose part of it's consumer market. Water scarcity: With water. Get started for FREE Continue.

  23. How Coca Cola Is Modernizing Marketing With Its New Strategy

    Coca-Cola ad Sprite, for example, helps one man's mouth after popping a very hot hors d'oeuvre into it. A mother, on the other hand, passes out Honest Kids organic juices as an ice-cold glass ...

  24. Nestlé Marketing Mix (4Ps) Analysis

    Nestlé's marketing strategy examines the company using the marketing mix framework, which includes the four Ps (Product, Price, Place, Promotion). Product innovation, price strategy, promotion planning, and so on are all examples of marketing tactics. These business methods, which are based on the Nestlé marketing mix, aid in the success of ...

  25. Coca-Cola Adds New 'Spiced' Permanent Flavor, First in Years

    Coca-Cola had a strong Q3 2023, with global net revenue increasing 8% quarterly, noting that its North American market saw growth in sparkling drinks, juice, and dairy beverage categories.