University of Sialkot, Pakistan
Faculty of Management and AdministrationSciences
Midterm Examination- Fall-2021
Course Code: MKT-1002
Course Title:Principles of Marketing
Total Time: In coming class
Total Marks: 10Marks
Student’s Name:
Roll No.:
Choosing an international organization working in Sialkot. Explain the
following concept of that organization in detail.
1. Designing a Customer-Driven Marketing Strategy
Coca-cola is the world's most popular soft drink (Bell ,2004). Dr. John, an
Atlanta pharmacist, put his money into it. At the time, the drink didn't have
any bubbles, so it began selling soda fountains. The new drink's original
slogan was "delicious and refreshing."Over the last century, the firm has
grown to become a cultural icon in the United States.
This section looks at how Coca Cola views it customers and the way it designs the
consumer strategy. STP (segmentation, targeting and positioning) analysis is used
to study customers.
1.Segmentation:
The Coca Cola Company segments the customers based on the following criteria:
Geographic segmentation: Coca-Cola has divided the global market into
geographical segments. For significant parts of the world, numerous divisions have
been established, with the heads of each reporting to the parent corporation.
Place of consumption: Coca-Cola divides the market into categories based on the
location where the beverage is consumed. The majority of consumption occurs in
public places such as theatres, train stations, restaurants etc.
Product-type:Coca-Cola divides the market into groups based on the items that
customers purchase. Cola products and non-cola products make up the market.
Demographics: Coca Cola segments the market on the basis of demographics. The
segmentation is on the basis of age as well as income.
2.Targeting: Cola products are targeted towards people who want strong flavor,
while diet cola and its variants are targeted towards the sub segment that is health
conscious.Coca Cola uses non cola beverages to target the health conscious
segment of the market. Some of the products such as Sprite specifically target
teens and college going youth while others such as Limca target young working
population.
3. Positioning:
Coca-products Cola's are marketed as being refreshing and thirst quenching. The
goods are believed to bring happiness, as evidenced by Coca-new Cola's tagline,
"Little Drops of Joy." The products are connected with having fun with friends and
family, as well as enjoying everyday life. The products are also touted as being
reliable and high-quality.
 Choosing a Value Proposition:
"The Coke Side of Life" is Coca-current Cola's value proposition, which
conveys enjoyment when you open a can of coke or any other Coca-Cola
product. When one consumes a Coca-Cola product, "The Coke Side of Life"
states that it creates a joyful, comfortable, and friendly environment.
 Marketing Management Orientations:
The Coca-Cola Company's mission statement reflects its market orientation:
"Consumer demand drives all we do." "We will give consumers a broad
assortment of nonalcoholic ready-to-drink beverages they like to drink
throughout the day," their mission statement says.
2. The Company’s Microenvironment:
Actors of Micro Environment
Company Name: The Coca-Cola Company (Soft Drinks)
Competitors:
•
Pepsi
•
F&N (
•
Dr. Pepper Snapple Group
Suppliers:
•
Perfect Plastic SD. Bhd. (Plastic Bottle)
•
Central Sugar Refinery Sdn. Bhd. (Sugar)
•
Kian Joo Can Factory Sdn. Bhd. (Can)
Customers:
People that already trust in Coca-Cola
Public:
Star Media Group Berhad. (Media Public)
This is an opportunity for Coca-Cola because music is an important element of
how the company has created a positive relationship with teen consumers, which is
why the company has worked with Spotify. They will be able to meet the demand
of teen customers and make it available to a larger number of individuals
throughout the world. This might help Coca-Cola expand its market while also
increasing customer loyalty. New technologies such as televisions and the internet
also give a platform for the corporation to expand its market.
3. Types of Marketing Intermediaries:
Coca-Cola's make up the majority of their intermediaries. Coca-Cola has built a
global bottling network that includes both privately owned and jointly operated
bottling operations. Banks and insurance companies play an important role as
middlemen. These connections must be taken into account in the new market
strategy.