A COCA COLA CASE STUDY - isdavincismcv.gov.it · 1886: The chemist John Pemberton invented a Coca Cola. He tried to sell it as a medicine for headaches.-Franck Mason Robinson created

TEACHER MONACO ANNALISA

A COCA COLA

CASE STUDY BY

GIUSI POSILLIPO

4A

WHO AND WHAT IS

COCA COLA?

A soft dark color drink known all over the

world, favourite in the fast-food.

Its name comes from two of its ingredients:

coca leaves and kola nuts.

A BRIEF HISTORY… 1886: The chemist John Pemberton invented a Coca

Cola. He tried to sell it as a medicine

for headaches.

- Franck Mason Robinson created a

logos.

1888: Asa Candler bought a Coca cola

and decided to sell it, not as a medicine

but as a drink.

1892:Asa Candler founded

«The Coca Cola Company».

1920: Coca Cola became a real «business» managed by The Coca Cola Company newyorkese.

1997: Arrived in Italy.

NOWADAYS… Coca Cola employs over 136.600 employees

worldwide.

Today there are many kinds on the market:

Anyway the drink sector is highly competitive

and for Coa Cola to remain as market leader it

needs innovative marketing strategies.

►Marketing is the process by which a company canensure that its products and services match acustomer’s needs or expectations.

► A marketing strategy is characterized by the socalled Marketing Mix, usually known as the 4Ps ofmarketing.

►Its purpose is to assist a business to balance thesefour key factors to meet the needs of thecustomer.

THE MARKETING MIX

COCA COLA’S BALANCES THE 4 PS BY:

-Product-► offering a wide range of products and introducing new

products on the market.

-Price-► pricing its products to ensure that customers receive the

best possible for their money.

-Place-► ensuring its products are available wherever shoppers

are,from supermarkets to the internet.

-Promotion-► delivering exciting marketing communications.

►The marketing strategy of a company sets out

its overall objectives through a detailed plan.

For many businesses a key objective will be to

increase profits and gain market share.

THE MARKETING STRATEGY

COCA COLA’S KEY OBJECTIVE IS:

• To get its products into as many hauseholds as possible by providing new ways to make a positive impact on people.

-HOW-

• By undertaking detailed market research to understand and test market for customer preferences.

• By offering customers experiences to taste new products through innovative initiatives.

• A Coca Cola Tour was implemented on 23rd

March 2016 in Naples, where the

recognizable red vans roaming the city

offered free bottles of 1 liter to anyone who

requested it. People were then twitted to

leave feedback on their experience through

the use of social media channels.

RESULTS

• Both Twitter and Facebook enabled

Coca Cola to reach almost a million

people.

• The experience has had a huge

success.

PROMOTION

It is important to learn from the

marketing initiatives the company

carries out in order to improve future

strategies.

Coca Cola’s has learned the benefits

of utilizing social media, especially

when trying to reach a wider and

younger audience.

Getting the right product or service to the customer, at the right price, in the right place and at the right time is

fundamental to business success.

To remain as a market leader a business needs

to look at new ways of exciting customers in its products and services.

This case study has shown how Coca Cola’s is able to remain as market leader

through its implementation of groundbreaking marketing strategies

by learning from every campaign it undertakes

- through the use of social channels

generating opportunities to gain new customers and retain existing customrers.

At the end…