MARKETING ANALYSIS
THECoca-Cola COMPANY
 Submitted By:

Noman Iqbal – MB 922133

Haroon Khan – MB 922139

Talha Raza
- MB 922143
 Semester:

MBA 1st (Weekend)
 Subject:

Principles of Marketing
 Submitted To:

Ma'am Mehwish
CONTENTS
 Introduction
 History
 Company Overview
 Consumer Market Analysis
 Marketing Strategy
 SWOT Analysis
 PEST Analysis
 Conclusion
INTRODUCTION
 The Coca-Cola Company is the world's largest beverage company.
 94% of people across the globe are aware of the red and white
logo of Coca-Cola.
 The company operates a franchised distribution system dating
from 1889.
 The Coca-Cola Company is headquartered in Atlanta, Georgia.
 With local operations in over 200 countries around the world,
Coca-Cola has 79,000 employees worldwide.
HISTORY
 Invented in May of 1886 by Dr. John Stith
Pemberton.
 First glass Sold for 5 cents at Jacob’s pharmacy
in Atlanta on May 29, 1886.
 During the first year, sales averaged a modest
nine drinks per day.
HISTORY
 Thinking that "the two Cs would look well in
advertising," Dr. Jhon's partner Frank Robinson,
penned the now famous trademark "Coca-Cola“.
 The first newspaper ad for Coca-Cola soon
appeared in The Atlanta Journal.
 First newspaper advertisement pronounced it
“Delicious and Refreshing”.
LOGO HISTORY
COMPANY AT A GLANCE
COMPANY AT A GLANCE
Market Share
43%
37%
-
20%
-
United States
Mexico, India, Brazil,
Japan and China
Rest of the world
Serves
Over 1.7 billion
drinks each days
Owns its anchor bottler in
North America
Coca Cola refreshments
More than 500 brands
in over 200 countries
CONSUMER VALUE COCA COLA CREATED
WHAT COCA COLA DO TO MAKE CONSUMERS HAPPY AND LOYAL
Consumer-Centricity
• First beverage company to offer front-of-package labeling that states the
number of calories in each can
• Aligning their product offerings with the consumer’s growing search for he
althy and green product solutions
Familiarity
• Familiarity creates a sense of affinity between the customer and brand
• More exposure to Coca Cola by lots of advertisements and campaigns
• Memory refreshment and positive association
COCA COLA CONSUMER
MARKET ANALYSIS
STP
MARKET SEGMENTATION
TARGETING
POSITIONING
Refrechin Everyone We Touch
STP
MARKET SEGMENTATION
MARKET SEGMENTATION
The division of the total market into smaller, relatively
homogeneous groups is called Market Segmentation. This
process distributes the target market into smaller groups, such
as age, income, personality traits, behavior, interests, needs or
location. These segments can be used to optimize products,
marketing, advertising and sales efforts.
Coca-Cola's market segmentation focuses on four various
elements, namely geographic, demographic, psychographic,
and behavioral.
15
MARKET SEGMENTATION
 Geographic:
•
The company's geographic segmentation aims to drive the market into
different geographical units, including cities, regions, and neighborhoods.
While Coca-Cola might be focusing on urban and suburban areas, it also
ensures a countrywide product distribution network. This is in the
realization that as the company expands, there is a demand from those in
rural areas.
 Income and Family Size:
•
The demographic segmentation of Coca-Cola is divided into sub-segments
based on various variables like age, occupation, family life cycle, race,
religion, generation, social class, and nationality. These variables are the
most popular basis of Coca-Cola to distinguish customers groups.
16
MARKET SEGMENTATION
 Psychographic:
• The psychographic element of the Coca-Cola market segmentation is
categorized into different groups based on lifestyle, personality, or
values.
 Income and Family Size:
• The behavioral variable is the final element in Coca-Cola's marketing
segmentation. It generally focuses on the customers' knowledge of, use
of, response, and attitude towards its products. Most marketers treat
the behavioral variables as excellent starting points for formulating
market segments.
17
TARGETING
TARGETING
Coca-Cola’s targeting strategy is broader, not only because
of its global presence in the market but also with the several
products that they provide.
There is also the need to satisfy various customers, ranging
from average to health-conscious ones.
 The primary target of Coca-Cola is younger customers within
the age bracket of 10-25 and a secondary market composed
of people aged 25-40.
TARGETING
The company targets the market that desires an intense
flavor with their regular cola drinks in terms of taste.
Meanwhile, diet cola drinks and their variants target those
customers that are health conscious.
A Coca-Cola product such as Sprite is specifically designed to
target teens and college students, while others target the
young working group.
POSITIONING
POSITIONING
Creating an identity in the minds of a target market
Happiness
Refreshing and Thirst
Quenching
Consistent and High
Quality
MARKETING STRATEGY OF
COCA COLA
MARKETING STRATEGY
Product Strategy
• Coca-Cola has a wide range of products, which are offered
globally, and its product strategy can be studied by marketing
mix.
• Products like Coca-Cola, Diet Coke, Sprite and Fanta, etc. are
sold in various packing and sizes.
• They have a significant share in the market and generate
enormous profits for the company
MARKETING STRATEGY
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 alternatives.
MARKETING STRATEGY
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.
MARKETING STRATEGY
 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 brands, utilizing both traditional
and international mediums for advertisements.
MARKETING STRATEGY
 Classic Bottle
• In 1913, Coca Cola arranged a global contest for designing the bottle.
• The company's primary purpose was to indicate to its customers that CocaCola is the most exceptional product and not to be confused by any other
beverage.
• The winner of the contest uses the cocoa pod's design in such a beautiful way
that the company starts promoting shape and logo.
MARKETING STRATEGY
 Company Font & Logo Design
• The company decided to write the logo in the Spenserian script to
differentiate from its competitors.
• The recipe and logo remain the same, but packaging modified with time.
• The way the company uses its logo in marketing strategy remains imprinted
on consumers' minds for over a hundred years.
MARKETING STRATEGY
 Sponsorships
• Coca-Cola is a well-recognized brand for its sponsorships. Its long
sponsorships history include American idol, the Olympic Games, NASCAR, and
many more.
• Since the 1928 Olympic Games, Coca-Cola has partnered on each event,
helping athletes, officials and fans worldwide.
SWOT ANALYSIS
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SWOT ANALYSIS
32
PEST ANALYSIS
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PEST ANALYSIS
Political Factor
 The government have proper control and check on the procedures and
process of non-alcoholic beverages. FDA (Food and drug administration)
controls this system. The changes in the law have a strong influence as it
may cause-effect to tax.
 In recent years there is a lot of changes in the law to maintain quality and
healthy consumption of food. Moreover, in many universities, schools,
carbonated drinks are banned.
 The production of Coca-Cola influences many government systems.
 Many big companies like Coca-Cola practice lobbing. In Europe, a new
system traffic lights are introduced in which healthy foods are indicated
by a green light and the non-healthy by a red light. Coca-Cola wanted to
advertise this project and start lobbing successfully.
PEST ANALYSIS
Economic Factor
 Economic factors play a significant role, such as the country's economic
growth, what Interest rates they offer, what Exchange rates are going,
and the Inflation rate matters a lot.
 Manufacturer companies, just like Coca-Cola they attract to low
exchange rates and the low-interest rates. The company borrows money
and invests it. If there are high inflation rates, it affects the company,
especially their research on new products or technology because it
affects the cost-effectiveness.
 Another strategy that Coca-Cola follows is that they invest in developing
countries where labor is cheap. For example, in the UK they must pay
more salaries compared to Asian countries.
PEST ANALYSIS
Social Factor
 Population growth rate varies from country to country; it also affects the
product marketing and consumption. The country has to adapt its
production and distribution strategy according to it. Age is one of the
critical factors, and Coca-Cola took advantage of it. It mostly targets the
young generation, and the country with more young generations provides a
considerable profit to it compared to the elderly population.
 Income distribution and career aptitudes also play an essential role
decision-making process.
PEST ANALYSIS
Technological Factor
 With the advancement in technology and the utilization of technology
tremendously increase the sales of Coca-Cola.
 With the advancement of communication channels, television, and the internet
significantly influence communication technologies and marketing strategies.
 However, with the advancement in technology, we must be aware and analyze
how to improve new strategies may be those strategies that we follow are
wrong and we must improve our policy and Coca-Cola honestly believe on this
principle.
CONCLUSION

The Coca Cola marketing strategy depends on making
human connections, remaining innovative while staying true to
simple principles and creating branded experiences. They
follow new marketing strategies with time, and at the same
time, and they follow their old simple principles which they
set in the starting. Another reason behind the success is that
they do proper research and analyses about the new
technology and then apply that and that keep themselves
aware of every innovation.
THANKYOU