Managerial Marketing BUS620
November 19th, 2012
Coke has been the leader in the soft drink industry for decades. Coke has a strong customer loyalty base, while appealing to new customers through effective marketing. In recent years, the soft drink industry has changed with consumers becoming more health conscious. With the consumer market changing, soft drink sales have dropped and the demand for healthy drinks are in demand. To be able to make up the difference of the drop in sales, Coca-Cola needed to come up with some innovative new products and marketing strategies that would appeal to a new market of the beverage industry. In the last decade, PepsiCo. has gained leverage on Coca-Cola, because Pepsi made beverages that appealed to the changing consumer market. In two thousand-four, Pepsi owned fifty-two point three percent of the market in China after Coke produced a plant there (SinoCast, 2004). Coca-Cola has faced struggles in the past decade due to the lack of effective marketing and new product development. The individuals that were making the decisions for Coca-Cola were focusing on their best seller Coke and Diet Coke, and discovered that two products were not enough to keep the corporation running. When using the PESTEL analysis, the first key component is to do an environmental scan (Finch, 2012). PESTEL is an acronym known as the six environmental factors which are the framework (Finch, 2012). The six environmental factors are political, economic, social, technological, environmental, and legal (Finch, 2012). The PESTEL analysis is based upon understanding forces and trends and can pertain to any given industry (Finch, 2012). Coca-Cola did not do any environmental scan, and solely relied upon the traditional beverages and marketing...
...The world’s leading distributor, manufacturer and marketer of non-alcoholic beverage is indeed Coca-Cola. Although majority of time Coca-Cola has held the larger market share in this region, at times Pepsi has led by providing very aggressive and wittier advertising strategies (D’Altorio, 2010). In 2009, Coca-Cola has revenues of $31 billion and sales in more than 200 countries. The company is best known for Coca-Cola, which had been called the world most valuable brand. Coca-Cola’s has a large distribution system that includes independent bottlers partially owned by Coca-Cola, and company owned bottlers, which made Coke an almost unstoppable international power house. Cola-Cola is a globally known company that has produce and sold beverage specifically for certain regions such as Bonaqua sparkling water for the Europe region, Georgia ready to drink coffee in Japan, and Hugo fruit and mile protein drinks in Latin America. Coca-Cola is indeed one of the world’s largest and vast developing beverage companies. In this case study analysis I will evaluate Coca-Cola industry competition, macro-environmental strategies, success factors and drivers of changes and industry dynamics.
Coca-Cola had over 3000...
The Coca-Cola brand’s history
1) at first - unique invention or great idea.
In Atlanta (Georgia, USA), 1886 in 8 May, John Stith Pemberton having welded syrup, called his friend Frank M. Robinson and told him about the discovery. Frank told him to write this wonderful recipe. The syrup was sweet and thick. John took it into the largest city in the pharmacy "Jacobs' Pharmacy." "Coca-Cola" bought up of nine glasses a day for the first year. The name has come up for a drink Frank Robinson, who is also wielding calligraphy and wrote the words Coca-Cola beautiful curly letters are still the logo of the drink.
2) second - the protection of itself originality from the competition
The original name of the mark and registered as a trademark in the U.S. Patent and Trademark Office. "Assassination attempt" on the elements of corporate identity from competitors was very high. "Kola" suing violators lot and destroying the competition.
3) the third - to know that any invention or idea you can do better
By the end of 1886 Coca-Cola became a "Fizzy." It is said that a Southerner suffering from a hangover looked to the Jacob’s pharmacy that sold Coca-Cola, and ordered a glass of drink. Sold by Willie Venable was too lazy to go to the other end of the hall to the water supply and asked the visitor, do not mind if he missed with...
social media presence 2-3
Competitive SWOT Analysis 3
target market 4
return on investment 6-7
References- Marketing Plan 8-9
References- Competitive Swot analysis 10-11
Coca-Cola is one of the most recognized trademarks of the world and is becoming one the “biggest beverage seller” around the world. The company is known for its sugary and syrup concentrated products such as Coca-Cola, Sprite, Fanta, and Coke Zero, to name a few. However, in today’s world where health and environmental issues are more of a concern, especially in beverage consumption, the consumer is turning away from high concentrated drinks of syrup like the ones offered by Coca-Cola . Concerned individuals are switching preferences towards a health orientated products.
The intended outcome of this social media marketing plan is to use various types of social media tools to help start the recognition process and customer association to the variety of healthier products Coca-Cola offers, such as Coca-Cola Life. After considering Coca-Cola’s goals some strategies have been determined using social media tools and sites that will help achieve these goals.
A range of social media strategies will...
...The Coca-Cola Company is one of the largest soft drink concentrate and syrup manufacturers which operate in almost all the countries in the world. During the first few months of 2000, Coca-Cola’s market capitalization was almost three times that of its chief competitor, PepsiCo and at the end of the year 2005, PepsiCo was able to surpass Coca-Cola by $.5 bn. This was the first time in the history of the companies thatCoca-Cola was valued less than its rival enemy. Coca-cola’s relegation means that the company should do a thorough study and investigation, i.e. a marketing audit and recommending a plan of action to improve the company’s marketing performance.
Strengths--Brand name reputation-Great variety of products-Bottling-Consistent powerful logo display.
Weaknesses--Lack of understanding of cultural differences and consumer behaviour-Packaging-Lack of financial resources by regional bottlers.
Opportunities--Increased brand recognisability and global strategy-Bottling system-Increase product line in less developed countries-Increasing product diversification.
Threats--New and viable competitors, PepsiCo-Substitutes-Changing attitudes of consumer towards health consciousness-Consumer buying power-Political and economic instability.
Seven P’s of Marketing-
Product: The objectives of the Coca...
CocaCola Marketing Analysis
In 1886, an Atlanta pharmacist by the name of Dr. John S. Pemberton developed the first Coca-Cola Coke. The product was created by using flavored syrup and carbonated water at Pemberton’s local pharmacy. Frank M. Robinson, Dr. Pemberton’s business partner and bookkeeper, is credited for giving the product its name, Coca-Cola, as well as the trademark script on the product that is still used today. Prior to his death in 1888, Dr. Pemberton sold portions of his dynamic business, with majority of the business being sold to Atlanta businessman, Asa G. Candler. Under Candler’s leadership, Pemberton’s original goal was accomplished, distributing Coca-Cola through soda fountains. In 1984, Joseph Biedenhard installed a bottling machine in his soda fountain, making him the first to bottle a Coca-Cola. The first Coca-Cola sold for only five cents. For only $1, three business men from Chattanooga, Tennessee, Benjamin Thomas, Joseph Whitehead, and John Lupton, purchased bottling rights from Asa Candler, and later developed what would become the Coca-Cola worldwide bottling system ("Coca-Cola History", n.d.).
Today, The Coca-Cola Company’s number one competitor is...
Financial Accounting Concepts
PepsiCo, Inc. and The CocaCola Company have both been in production for ages. Both PepsiCo, Inc. and The CocaCola Company have become common house hold names through out the world today. Pepsi is one of the best selling products in American history. “Pepsi is the number 2 soft drink company producer, the world over. Pepsi’s number one priority is making sure that their shareholders investments are profitable. Pepsi has been able to achieve this goal for the most part via increased sales, keeping cost low, and spending money wisely. Pepsi takes pride in the name, they have built an excellent brand by deliver a product that is satisfying to the consumer, as well as safe. The investors in the company also can be happy with the return of investment”(investorguide.com). “The CocaCola Company is likely, one of the most significant brands in American history. Coke can go in a category with a company like McDonalds when it comes to brand value, these two trademarks are 2 of the most recognized in the world. Coke is the highest seller of soft drinks, moving 1.3 billion beverages that are served daily”(investorguide.com). Pepsi and Coke have been mass producing soft-drinks on an assembly line for a very long time and they both have been competing for the number one soft drink seller spot. PepsiCo, Inc and The...
...1: Cola Wars Continue: Coke and Pepsi in 2006
The soft drink industry is very competitive for all companies involved. Recently the competition between established firms has only increased with the market nearing its saturation point. All companies in the industry, especially those thinking about entering, have to think about Porter’s 5-Forces model and the pressures it outlines; rivalry among establish firms, risk of entry by potential competitors, substitute products, suppliers, and buyers.
When talking about market share, PepsiCo and Coca-Cola have the lions share. They have dominated the industry over the past 40 years with Coca-Cola leading in the category in 2004 (C256). With little resistance from Cadbury Schweppes, the distant third largest company in the industry, the two companies’ main focus was to increase market demand by outdoing each other in promotions, advertisements, and corporate acquisitions. Rivalry and power struggle have defined the existence of PepsiCo and Coca-Cola, looking for a competitive advantage to gain an edge on the competition. This rivalry has been to the benefit to the companies, the industry, and its consumers as a whole. Both have learned to not only stay afloat, but flourish in an industry that has constantly grown since Coca-Cola began advertising in 1891 (C258). They did this by increasing the demand in...