PRESENTATION BY Dara Thomas
AT A GLANCE - The World's Largest Nonalcoholic Beverage Company
COMMONLY KNOWN BRANDS OWNED BY COCACOLA
THE COCA-COLA COMPANY STRATEGY
VISION
STRATEGY
SUSTAINABILTY
FINANCIALS
Total Beverage Company.
Pursuing Enhanced Topline
Doing Business, the Right
Investing with Purpose and
Our vision is to craft the brands
Growth.
Way and Making A
Agility to Create Value.
and choice of drinks that people
This disciplined portfolio
Difference Through ESG.
In order to continue raising the
love, to refresh them in body
growth based on growth
Using leadership to be part of
performance bar within our
and spirit. And done in ways
strategy is reinforced through a
the solution to achieve positive
organization, the focus is investing in
that create a more sustainable
constant focus on innovation,
change in the world and to
people and capabilities in order to
business and better shared
revenue growth management
build a more sustainable future
leverage accelerating topline growth
future that makes a difference
and improved execution – all
for our planet. Acting in ways
across four key pillars of financial
in people’s lives, communities
supported by integrated brand-
to create a more sustainable and
performance: Resource Allocation,
and our planet.
building.
better shared future and making
Margin Expansion, Asset
a difference in people’s lives,
Optimization, and Cash Flow
and communities.
Generation.
OPERATIONS: THE COCA-COLA SYSTEM
COCA-COLA 4CS
• The marketing mix is an everchanging platform that requires
companies as big as the Coca cola
Company to adapt to the changing
of the business environment.
Recently the marketing mix has
changed the focus to the 4Cs.
• The Coca-Cola Company has made
efforts in identifying what their
consumers need and desire from
their products, so as to get the
desired satisfaction.
• They found that each local market
holds
specific
consumer
preferences in terms of flavor,
sugar content, calorie count and
consumption quantity.
CONSUMER/CUSTOMER VALUE
• Coca-Cola company is mainly focused on “consumer-centric
brands”. In other words, the company is concerned more with what
customers want to buy.
• Most consumers targeted range from 10-35 years old
• Adults with diabetic who are 40 or above
• Looking at consumer’s income and family size, products are
delivered in many different sizes and packages at different prices
for students, families, middle-class etc.
• Products are sold in more than 200 countries respecting every
region’s needs and wants due to changes in climate, income and
culture.
• In general, sales and profitability depend on how people are
openminded towards American products despite the effort of
adaptability the Coca-Cola company is implementing wherever its
operations exist.
• Recipes to reduce added sugar, promote low- and no-calorie
beverage options and make packages smaller to enable portion
control.
HEALTHY BEVERAGE FOR CONSUMERS
•Adjusted recipes to reduce added sugar, promote low- and
no-calorie beverage options and make packages smaller to
enable portion control.
•A portfolio of drinks that are best positioned to grow in a
fast-changing marketplace.
•Being part of its networked, global organization, the
company continues to curate and innovate a tailored
collection of global, regional and local brands that are
organized within the following five categories:
COST
•The company firmly stands on the meetthe-competition pricing in order for
consumers to see no difference in price
compared to other soda companies.
•First impression, this transmits the message
to consumers that Ko as a renowned
company still sells affordable but premium
drinks.
•New markets are easily mesmerized by
their way of meeting consumer’s income due
to the low prices.
•In brief, all the above are the accepted
price skimming, market price and market
penetration of Ko in order for consumers to
have no objection of prices.
HIGHLIGHTS ON EUROPE, MIDDLE EAST AND AFRICA
According to Maraskolhe, Coca-Cola leverages local distribution channels where they engage bottling partners who produce and
serve their localized audiences, engaging bottling partners who sell to wholesalers and retail stores like gas stations, restaurants,
corner stores, super stores, and more. Coca-Cola engages over 250 bottling partners globally while all their products are sold in
over 200 countries with about 1.9 billion servings every day.
Coca-Cola
Brand Convenience
• As for convenience, in a way of marketing
strategy, Coca-Cola has been walking hand
in hand with its consumers providing
beverages where they are needed at any
time, as the drinks are labelled as
convenience products, meaning that they
are bought more frequently Coca-Cola
brand has made its beverages available in
dispensers at any location were consumers
have access to.
This Photo by Unknown author is licensed under CC BY-SA.
• Coca-Cola has succeed in using
convenience as a marketing
strategy even during the pandemic
with continuous lockdowns. This
triggered digital buying, through
which the company came up with
ideas to ensure that its brand are
within a click reach of desire as
online shopping.
Communication
Application of Internet Marketing on Brand
Communication
Facebook,
Instagram , Twitter,
LinkedIn, You-tube,
Email, Website,
TikTok, Banner Ads
Communication
Cheers Bottles
On Up
The Highlight of Internet
Marketing of Coca-Cola
SOCIAL MEDIA
Coca-Cola’s Facebook game is
even amazing. It has more than
102 million followers and posts
updates on every aspect of its
business. Its Facebook strategy is
an important part of its branding
strategy.
Coca-Cola posts regular updates on
its CSR efforts and also uses the
platform for brand localization. In
every nation, it uses the local
celebrities to marketing its brand
better and strikes a deeper
connection with its audience.
Apart from these things Coca Cola
posts updates on quality control and
safety measures and responds to
consumer complaints and issues
through Facebook.
ONE OF COCA-COLA’S
TOP MARKETING CAMPAIGNS
• 1. Share a Coke (2011)
• 2. Taste the Feeling (2016)
• 3. Love Story (2017)
• 4. The Friendship Experiment (2013)
1. Share a
Coke
• Share A Coke is one of Coca-Cola’s
most
noteworthy digital campaigns that was
launched globally
• began in Australia and New Zealand
in 2011
• quickly extended to 70 nations and was
a huge success
• Coca-Cola urged its customers to share
a coke with a friend
who shared the same name, it went
viral on social media
• campaign returned to its roots by
bringing people together
and fostering friendship
• labeling the bottles with names gave
them a personal touch
2. Taste the Feeling
• in 2016, Coca Cola came
out with ‘Taste the
Feeling’ campaign
• update to its previous
‘Open Happiness’
campaign
• an effort to combat the
trend of declining soda
sales
• all brands under the
Coca-Cola company will
be united under the
same campaign
3. Love Story
• In 2017, Coca Cola Great Britain created a
recycling-focused campaign called “Love Story”
• AD: a set made entirely out of recyclable
material,
depicted two plastic figures falling in love over
and over again
• plastic and how to recycle it after use is
currently one of the most pressing issues
• “Love Story” to demonstrate their commitment
to recycling their products’ packaging
4. The Friendship
Experiment
• Coca-Cola ran a campaign in China inviting
individuals to participate in a “Friendship
Experiment”
• photographer Kurt Tang went around Guangzhou
asking individuals to have a moment
of connection with him in front of his camera
• his photographs started a social media
movement and were shared online
through Chinese social media,
including Sina, Weibo and Renren
• There are more than 3.31 followers of CocaCola on Twitter.
• Twitter provides some tactical benefits in
terms of brand marketing. Videos and pictures
can be showcased beautifully on it.
• Coca-Cola has made more than 212K Tweets.
In this way, Twitter provides a successful and
free platform for advertising.
• The main target of its marketing
strategy
is
the
Millennial
generation. To connect with it better,
the brand has focused on using social
media and establishing better
connections.
• YouTube has 5421 videos uploaded
by Coca Cola in several languages.
• Example: Taste the Feeling Video
below has been uploaded to YouTube
in March 2016 (video)
Summary
Cheers
Bottles
On
Up