Marketing Management

Course Code: MKT 601

Holistic Marketing-

An Organizational Approach(Coca-Cola)

Submitted To

Mohammad Nazmul Huq (MNH),

Assistant Professor & Coordinator,
Department of Business Administration.

Submitted By

Name: Tasnim Begum

ID:05215125

Submission Date:12-10-2020
The Coca-Cola group is an American international business, producer, seller, and marketer of
non-alcoholic soda drinks and syrups. The organization sells Coca-Cola, founded in Atlanta
Georgia in 1886 by John Stith Pemberton.Since 1889, the firm is owned and operated in Atlanta,
Georgia, but was founded in Delaware, has run an independently owned and operated supply
system. The business manufactures primarily syrup extract, which is then distributed to several
bottlers globally that operate licensed franchises. The group owns Coca-Cola Refreshments, their
central bottler in North America. Abdul Menem Ltd. (AML) is the bottler of the official Coca-
Cola, Sprite and Fanta in Bangladesh licensed by the Coca-Cola International head office in
Atlanta, USA. With three processing plants established in Dhaka, Comilla and Chittagong and
with a strong supply system extended across the nation, AML has founded its solid and
successful presence in Bangladesh. Coca-Cola, which has over 500 brands and operates in more
than 200 countries, has invested $74 million to establish the plant in Bhaluka, Mymensingh and
developed other infrastructure. IBPL's plant runs two lines producing 600 bottles of Kinley, a
drinking water brand of Coca-Cola, and 720 bottles of Coke brands per minute. Coca-Cola, the
second-largest player in the carbonated beverage market in Bangladesh after PepsiCo, is a very
established company in the country. It employs more than 500 people, while 5,000 more are
working with it indirectly.
HOLISTIC MARKETING:

Holistic marketing is a theory that recognizes the company and its components as a common
unit and provides a mutual goal to operations and individuals connected to it. A firm is very
much like a human being, in the sense that it has various components, and only when all the little
components work together for the same target does it run efficiently. This interrelationship is
reinforced by the holistic marketing theory that assumes that a broad interconnected outlook is
vital to achieving the best performance. When designing and executing strategic campaigns, the
holistic marketing approach includes the concerns of customers, companies, staff, vendors and
the society overall. With the heightened participation levels and intensified competition in the
industry, holistic marketing has grown in prominence. Companies acknowledge that they can
differentiate themselves through a strategic marketing strategy, all while building cohesion
between divisions of the company. This approach is composed of integrated marketing, internal
marketing, societal marketing and relationship marketing. This paper will closely inspect each
one of these.

INTEGRATED MARKETING:

Integrated marketing is a strategy for providing a cohesive and consistent interface for customers
that can help them engage with the company by planning and coordinating all interactions
(advertising, product promotion, direct marketing, public relations, and digital media) in such a
manner that they all function together as a single force and build on a powerful and centered
corporate identity. The main aim is to generate value for all the stakeholders of the firm with its
broad mix of products, appropriate pricing strategies, smart placing capabilities, and effective
promotional activities.
Product:

Coca-Cola has around 500 brands that comprise of many product ranges that provide an
approximate of 3900 choices of drinks to its customers. Their brand holds a financial value of
almost 21 billion dollars. Some of the most known products are namely, Fanta, PowerAde, Fresca,
Coca-Cola Zero, Simply Orange, Del Valle, Coca-Cola, Minute Maid, Diet Coke, Sprite, Coca-
Cola Life, PowerAde Zero, Ciel and glace au Vitamin water. Other than these soft drinks it also
offers other ranges of product lines such as juice drinks, sports drinks, energy drinks and tea and
coffee. Most of its products are available at both ranges of high and low-calorie composition. Coca-
Cola sells its products in various sizes of milliliters and liters in both plastic and glass bottles and
cans as well. Their technical capability of providing unique shapes and packaging to its products
has helped it in standing out and dominating the market by differentiating itself from the rivals.
Since the launch of the bottling plant, the US soft-drink maker has introduced four brands,
including Coke Zero and Sprite Zero, and recently launched a spice flavored drink, locally known
as jeera pani.

Price:

Coca-Cola maintains a head to head competition with its competitor in terms of pricing. It
follows a nonlinear pricing strategy or indirect price discrimination and strongly leverages on its
benefits as the market in which they operate in is perceived as an oligopoly. Moreover, it
routinely offers discounts in huge quantity purchases, allowances on bundle purchases and
maintains pricing similarities in line with its main rival, Pepsi; so it does not lose out on
customers in the particular sectors where they operate together. A close inspection into the
history of the pricing strategies followed by Coca-Cola so far indicates that they are relentlessly
aimed at nurturing customer or brand loyalty. The prices of few of the products are as follows:
 Coca-Cola Zero Coke Can 320 ml – BDT 130
 Coca-Cola Can 250 ml – BDT 40
 Coca-Cola bottle 2.25 liters – BDT 110
 Coca-Cola bottle 1.25 liters – BDT 70
 Diet Coca-Cola cans 250 ml – BDT 40
 Coca-Cola no sugar 320 ml – BDT 150.

Place:

The biggest factor that helps Coca-Cola operate globally over 200 different nations is its
powerful and efficient distribution capability and network. Coca-Cola is completely dependent
on its bottler partners for the distribution of its products. It operates in six various areas namely,
South America, Eurasia, North America, Europe, Africa, and the Pacific. According to the
statistics, the giant company hits a sale of approximately 2 billion drinks in a single day.
The bottling associates’ bottle, seal, market and supply the finished packaged drinks to our
buyers and retail affiliates, while they market it to customers. The forwarding agents work using
localized strategies and function in an extensive distribution network thus providing 2.5 million
spokes with their products.

Promotion:
Coca-Cola has always been ahead of its rival companies due to its very creative and effective
advertising strategies. Coca-Cola adopts and implements aggressive marketing tactics and
releases advertising campaigns both in offline and online media, print Ads, and exclusively
engage in many sponsorship opportunities and programs such as Fifa world cup, American Idol,
Olympics games, etc. The giant company not only addresses its advertising campaigns on its
customers but also on its distributors, bottlers and retailers by assisting with hoardings and
fridges for advertising and branding purposes. Apart from these, it has hired many famous
personalities and celebrities as its brand ambassadors and also captures the emotional insights of
its customers by engaging and showcasing many activities related to CSR. Few of its famous
campaigns include, “Share a Coke”, “Always Coca-Cola”, “The World's Cup” and exclusively in
Bangladesh, “Nikhoj Shobder Khoje”. The market leader currently streamed approximately 2500
promotional videos on the YouTube platform and its latest advertising expenditures rose upto 2.6
billion dollars.

INTERNAL MARKETING:

Coca-Cola not only focuses only on its external customers but it also invests efforts in satisfying
its internal customers which includes the workers and employees. Coca-Cola markets its
products and creates a favorable image in the minds of its internal customers such that these
internal customers can then reciprocate it to the external customers. When the company and its
internal customers believe and act upon the same philosophies it is only then they can best
acquire and serve its external customers. For instance, when the company launched the campaign
“Share a
Coke” it made sure that the campaign was followed by its employees as well. During the
campaign in Romania, employees were gifted a can of Coca-Cola that had names of their other
colleagues hidden on it. So the colleagues with the same names get the privilege of entering the
fun zone and can spend quality time. Furthermore, in other parts of the world, many employees
are also offered bottles and cans of Coca-Cola with their names specially customized on it.
Coca-Cola hires various assessment tools directed at each step of the interview process. These
may include group discussions, written case studies, role plays, reasoning tests etc. they mostly
hire through the newspaper, social media and websites. The giant company motivates its
employees by incorporating the ERG Theory of Motivation and by conducting many more
training sessions on skill acquisitions.
SOCIETAL MARKETING:

This section of the holistic approach requires companies to consider the well-being and goodness
of their surroundings, particularly the society as a whole. This could take into consideration the
environmental factors, serving and benefitting the less privileged people, abiding by cultural
ethics and morals and by involving in these activities with philanthropic organizations. When a
company engages in these activities, it greatly boosts its corporate and brand image insight of its
customers and benefits its stakeholders.
The CSR model of the company comprises of 5P’s namely, people, partner, portfolio, profit, and
the planet. As per recent statistics, Coca-Cola has conducted more than 5000 sustainability
projects all over the world. In such projects, “Me, We and the World” the beverage giant has
made investments contributing to the development of the women labor force and other
entrepreneurial concurrences. Coca-Cola formulated the Corporate Social Responsibility
approach for the 'Live Positive' initiative, which encompasses specific areas: consumption
advantages, active living, environment, electricity and atmosphere, clean packaging, water and
conservation. Throughout turn, Coca-Cola continues introducing further measures to improve its
image. For instance, during India's environmental crisis, Coca-Cola had been a CEO Water
Mandate affiliate and coordinated with the World Wildlife Fund (WWF) on the company's water
concerns and management plan.

Every year Coca-Cola contributes a minimum of 1% of its profit to multiple projects, campaigns,
and associations. On the year 2014, Coca-Cola emitted $126 hundred thousand, or 1.3 percent of
its net profits, which was allocated in constructive and safe living projects, water conservation
services, healthcare, woman entrepreneurship, and welfare and relief efforts services. Being a
part of CSR, the global beverage giant outlined a big project in Bangladesh namely the "Save
My School (SMS)" system administered at multiple schools. It was launched by the
nongovernmental organization (NGO), Plan Bangladesh. SMS scheme envisioned, Coca-Cola
contributing to the improvement of the water and sewage infrastructure of the schools,
construction of a library, and making sporting equipment accessible to the students.

The campaign was successfully performed in 83 schools in Bangladesh. Coca-Cola has

supported approximately 600 children with uniforms and established a public hub for medical
tests in its bottling plant field in Bangladesh. Coca-Cola Bangladesh scheduled a tour by its
international president to mark the achievement of supporting 70,000 women develop in
Bangladesh as SME-sized businesses. Coca-Cola is operating the Women Business Center
(WBC) initiative in collaboration with the international development organization United
Purpose – a pioneering platform for community advancement in a wide spectrum of markets.
The corporate social responsibility initiative of Coca-Cola, WBC, launched in Bangladesh in
2015 and the organization aims to transform one lakh, tribal Bangladeshi woman, into SMEsized
businesses by the conclusion of 2020.

RELATIONSHIP MARKETING:
The relationship marketing branch of the holistic marketing approach sheds light on a lengthy
term client relationship and involvement instead of brief-term goals such as product sales and
revenue. The above approach focuses on directing marketing efforts at current customers in
order to create effective, social and transcendent consumer associations. Such links also help the
company gain regular profits, free brand awareness public relations and more leads. Consumers,
shareholders, financial bodies, manufacturers, distributors, government bodies and competing
agencies are mostly crucial stakeholders to gain and to retain as each has a direct effect on the
company's performance or loss. Approximately 94 percent of the global population is completely
conscious of Coca-Cola's red and white emblem. Coca-Cola has linked its goods to anything that
is important to its consumers, and which reaches their consciences. Through this approach,
Coca-Cola relies on its consumers to boost the company through their enthusiasm for the brand.
Coca-Cola promotes on Facebook and wins more clients through web media.
Coca-Cola gathers all the consumer information from the Facebook page to ensure a suitable
customized experience to draw more consumers and hold back current consumers as well. Coca-
Cola is Facebook's second-largest fan group since it has over 3.4 million members. Coca-Cola
introduced a unique, revolutionary sales system named Freestyle which was a fountain dispenser.
The consumer will make their own drink from 100 variations and they were ready to offer 100
varieties that were not previously implemented. The most important thing as to the freestyle
vending machine was that it was linked to SAP. This way, it extracted all the consumer details
and is saved in the CRM database. Coca-Cola has a supplier relationship management system
that aims to enhance alliances with all its suppliers. Each manufacturer is reviewed to ascertain
their efficiency, based on expense, reliability, quality, corporate governance and resilience.
Another way the organization strengthens the collaboration with all of its vendors is by honoring
their excellent success in the annual 'provider of the year' awards.

Conclusion:

When the no. 1 beverage brand chose ‘happiness’ as their core branding message, they were not
simply trying to find new consumers. Rather, they were creating a franchise which consumers
would associate with happiness. Instead of simply promoting their brand, they promoted the
concept of happiness and this was a successful strategy for the brand in the long run. It allowed
for the brand to reassure its existing customers of brand quality and also share a core value that
would draw in new customers.

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