SUSL - Coca cola presentation

Group: A

MM 2113- Marketing Management

Department of Marketing Management

Sabaragamuwa University of Sri Lanka

Content…1) Introduction of Coca Cola Company

2) Defining Mission Statement

3) Resent Changes of Business Environment

4) Currant Marketing Strategy

5) Strength & weaknesses of Currant Strategy

6) Segmentation, Targeting & Positioning

7) Segmentation of Coca Cola

8) Target marketing of Coca Cola

9) Target Market Selection

10) Positioning

11) Developing the Marketing Mix

Founded in 1886

Dr. john pemberation, began to produce

Coca-Cola syrup for sale

Here in known as coke

They are listed in top 10 brands in the world.

Company have B to C customer relationship

Introduction of

Coca Cola company

Coca-Cola declares the purpose as a company and

serves as the standard against actions and

decisions:

To refresh the world…

To inspire moments of optimism and

happiness…

To create value and make a

difference.

Defining Mission Statement

Business Environment

Micro Macro

individual departments

Suppliers

marketing intermediaries

customers

competitors

publics

Resent Changes of Business

Environment

Political

Factors

Economic

Factors

Social Factors

Technological

Factors

Place

Coca-Cola has changes its strategy regarding to selling

and marketing of products. Coca-Cola has changes its

packing styles, packing design according to place like

country according to customer’s demands.

Price

Coca-Cola is making its pricing strategy according to

its competitor’s pricing strategy.

Current Marketing

Strategy

Product

Organization has launched some new product like

some energy drinks, fruit juice and syrups.

Promotion

This is the most important agenda and strategy used

to by all the organization to increase sale revenue

and fame of organization coca cola has changed its

promotional strategy in past few years.

Strengths Weaknesses

1. The best global brand in the

world in terms of value ($77,839

billion)

2. World’s largest market share

in beverage

3. Strong marketing and

advertising

4. Most extensive beverage

distribution channel

5. Customer loyalty

6. Bargaining power over

suppliers

7. Corporate social responsibility

1. Significant focus on

carbonated drinks

2. Undiversified product portfolio

3. High debt level due to

acquisitions

4. Negative publicity

5. Brand failures or many brands

with insignificant amount of

revenues

Strength & Weaknesses of

Current Strategy

Segmentation, Targeting

& Positioning

Market

Segmentation

Market

Inform

ation

Market

Inform

ation

Target Market

Brand/

Product

positioning

Identifying

Similar

groups of

customers

Identifying

which groups

of customers

to aim for

Creating a

concept to

appeal to the

target market

Marketing

Decisions

Marketing

Decisions

Market

Research

e.g.

male/female

business

students aged

18 25, 26 35,

36 45, 46+

e.g. female

business

students

26 35

e.g. position

HE

as internally

rewarding and

personal

development

Creative

Segmentation

Demographic Geographic

- Age - Climate

- Income - Density

- Gender

Psychographic Behavioral

- Social Class - Knowledge

- Life Style - Attitude

- Use

Geographic

Climate- Hot Climate

Density- Urban

Suburban

Demographic

Age- 18 to 25

25 to 35

Income- Middle Level

Gender- Male

Female

Psychographic

Social Class- Middle Class

Lifestyle- Busy Lifestyle

Behavioral

Knowledge- Up to O/L

Up to A/L

Attitude- Positive Attitude

Use- Soft Drink

Target Marketing of

Coca-Cola

Target Market Selection

Coca-Cola Company is performing Full Market

Coverage where they are serving. all segments with

their products. But Coca Cola has a product

specialization target market selection.

Product specialization

Teen Young Old

Coca-Cola

Sprite

Fanta

Product

Price

Place

Promotion

Positioning

The marketing mix is probably the most crucial

stage of the marketing planning process.

Product

Consumers will buy the coke product

because of the high standards and high

quality of the Coca Cola products.

Positioning

Coca Cola and Franklins both make soft

drinks; although Franklins may try to

compete they will still be seen as down

market from Coca Cola.

Developing the Marketing

Mix

Price

Price is a very important part of the

marketing mix as it can effect both the

supply and demand for Coca Cola. The price

of Coca Cola’s products is one of the most

important factors in a customer’s decision to

buy.

Pricing Strategies and Tactics

Once customer loyalty is established as seen

with Coca Cola it is then able to slowly raise

the price of its product.

Pricing Methods

Over the years Coca has lost ground here in

its pricing but has regained its strength as it

employed the Competition-based pricing

method which allowed it to compete more

effectively in the soft drink market.

Promotion

Coca Cola also utilizes below the linepromotions such as contests, coupons, andfree samples.

Place and Distribution

One key element of the “Place orDistribution” aspect is the respectivedistribution channels that Coca Cola haselected to transport and sells its product.

10/MS/003 ABEYWARDHANA D.T.S.

10/MS/004 ANANDA M.P.D.S.

10/MS/136 BALASURIYA P.B.

10/MS/137 BANDARA H.B.M.W.

10/MS/138 BANDARA O.T.M.W.A.

10/MS/147 CHULANTHIKA K.M.V.U.

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