MINISTRY OF EDUCATION AND TRAINING

FPT UNIVERSITY

__________________________

Coca Cola - Soft Drink

Teacher: Vo Thi Minh Phuong

Name of student: Pham Thi Phuong Mai

Subject: Fundamentals of marketing_ MKT101

Number of student: SS171305

Class: IB703

Ho Chi Minh City, 2022

 TABLE OF CONTENTS

Introduction ........................................................................................................ 3

Brand Position ................................................................................................. 4

Marketing Mix (4p) ......................................................................................... 4

Target Market Analysis ..................................................................................... 7

Segment’s characters.......................................................................................... 8

Brand Extension and Product Strategy ............................................................ 9

Brand Extension ............................................................................................. 9

Product Strategy ........................................................................................... 10

Positioning Strategy.......................................................................................... 10

Competitor ........................................................................................................ 12

Marketing Mix .................................................................................................. 12

Reference ........................................................................................................... 14

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 INTRODUCTION

Coca-Cola is a carbonated soft drinks brand that is produced by a company of Coca-Cola in

Atlanta, Georgia. Coca-Cola is distributed worldwide, with the exception of Cuba and North

Korea.

In the late 19th century, Coca-Cola was invented by pharmacist John Pemberton to become a

medicinal remedy for ailments including heartburn, nausea, and headaches. Coca-Cola was

later acquired by businessman Asa Griggs Candler, who brought Coca-Cola to the forefront of

the carbonated soft drink market in the late twentieth century. Coca's name is derived from the

two basic ingredients of this water: Cola nut and coca leaf, which is one of the sources of

caffeine. Coca-Cola only announced the simple company that makes this product, leaving the

more complicated and secret formula called 7X hidden.

The distribution of Coca-Cola users globally, below is the figure showing the distribution of

Coca-Cola:

Among the range of carbonated soft drinks, Coca-Cola has almost the entire market share in

the carbonated water market, below is a chart of the market share of Coca-Cola in 2015:

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Brand Position :
- Coca-Cola is a beverage, so they aim to bring joy to customers through their products.

In addition, they also want to bring happiness and wonderful moments to customers

with friends, and family.

Marketing Mix (4p):

- Product :

+ Over the past 2 decades, Coca-Cola has researched and launched new and

extremely diverse products, giving buyers a variety of choices and suitable for

themselves. According to the recent market entry of Coca-Cola, the following

items are popular around the world:

1. Coca-Cola

2. Coca-Cola Cherry

3. Vanilla Coke

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4. Mexican Coke

5. Coca-Cola Black Cherry

6. Coke-Lime

7. Coke-Zero

8. Coca-Cola Black Cherry Vanilla

9. Coca-Cola Raspberry

10. Coca-Cola with Lemon

11. Coca-Cola Cinnamon

12. Coke Cherry Zero

13. Coca-Cola Orange

14. Diet Coke

15. Coca-Cola Life

16. Diet Coke Strawberry Guava

17. Diet Coke Feisty Cherry

18. Coca Cola No Sugar

19. Coca-Cola Winter Spiced Cranberry

20. Diet Coke Zesty Blood Orange

21. Diet Coke With Cherry

22. Diet Coke Twisted Mango

23. Caffeine-Free Coca-Cola

24. Coca-Cola Blak

25. Diet Coke Lime

26. New Coke

27. Diet Coke Ginger Lime

28. Coke Zero Lime

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 29. Coca-Cola Citra

30. ………..

- Price:

+ Based on many different factors, most importantly product consumption, coca

cola has different prices for its customers. For example, with new markets, coca

cola enters, they lower the price of the product, and when they gain a position

in that market, they're-price the product in an appropriate way.

- Promotion:

+ In the fiercely competitive carbonated soft drink market, Coca-Cola has

invested a lot in their advertising such as investing in important events (FIFA

World Cup, NBA,..), TV channels. communication and most importantly, social

media, through which it is possible to connect more closely with consumers.

- Place:

+ Coca-Cola is one of the major carbonated soft drinks brands globally. So they

have a very large distribution system, we can see going to convenience stores,

grocery stores, restaurants, fast food chains, and especially supermarkets, it is

impossible not to see Coca-Cola.

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I. Target Market Analysis :
- Persona 1 : Alex Herron

+ Age : 24

+ Marital status: Marriage ( pregnant)

+ Occupation : Actor

+ Education : College

- Persona : An Kang

+ Age: 35

+ Marital status: Marriage

+ Occupation : CEO of company media

+ Education: College

- Persona 3 : Tom Holland

+ Age : 50

+ Marital status : Single

+ Occupation : Residence

+ Education: College

The fit of the segment

Persona with the brand’s Size and growth Structural attractiveness

identity/positioning

Alex Herron In line with the criteria As an actress, As an actor, he is very

of Coca Cola, maybe she can outgoing and easy to

completely in line with promote her communicate with

the brand's goals. products more

(Suitable) widely.

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An Kang Relatively suitable, Married period, so Being a family husband is

not as accessible as they will also find approachable in terms of

persona 1, but still have useful products giving advice

a reason to buy the for their wives

product during pregnancy

will be willing to

pay

Tom Holland Not suitable, hard to Single living, no It is difficult to

approach due to being wife and children, communicate because

single no main reason to there is no purpose to buy

buy products the product

II. Segment’s characters :

- Regularly exercise to maintain a suitable weight and easy to give birth

+ Income: Wide range of income from low to medium and high

- Do not use unhealthy substances, For example, carbonated soft drinks, which are high

in caffeine, sugar, and gas

+ Gas : can make women give birth prematurely.

+ Caffeine: The Australian and New Zealand Food Standards recommend that

women consume no more than 200mg of caffeine per day. Because if a day

takes more than 200 mg of caffeine, it can double the risk of miscarriage for

pregnant women.

+ Sugar: Drinking a lot of sugar makes pregnant women more likely to have

diabetes, leading to premature birth. Because high blood sugar increases the risk

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 of early labor or is recommended by your doctor because the baby is already too

big. And more importantly, the baby may experience respiratory distress

syndrome.

- Eat right:

+ Fruits and vegetables (vitamins and fiber)

+ Whole grains (fiber, vitamins and other essential nutrients)

+ Calcium and vitamin D supplements

+ Protein

+ Limit your intake of salt, solid fats (butter, lard and fat), drinks and foods that

contain a lot of sugar

- Behavioral Shopping:

+ Find reliable brands to buy to improve your health

+ Buy fresh food, not rancid

+ Buy things that are good for your children's health

- Pregnant women are often upset, so they need something to relieve that discomfort.

III. Brand Extension and Product Strategy:

1. Brand Extension :

Until now, Coca-Cola was a brand of carbonated soft drinks, loved by children and adults alike.

But besides that, Coca-Cola has not yet targeted pregnant women, who also love carbonated

soft drinks, but because of the baby's health, it is hardly used during pregnancy. So, with the

mission of 'For Future', Baby Cola will bring a different feeling to young pregnant women.

- Brand elements :

+ Brand name : Coca-Cola for Babies.

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 + Brand logo: Not much has changed in shape, just adding a small image on the

side that is a pregnant woman holding a Coca-Cola bottle.

+ Brand color : Red.

+ Brand Slogan: “We care about you'

- Brand personality:

+ Happiness, there are moments to share with family, relatives, friends

2. Product Strategy:

Core The main goal of the product is to offer

pregnant customers tasty beverages that are

beneficial to the consumer's health.

Actual Can of Baby-Cola, 330 ml.

10 calories/330ml, 0g sugar, and 6 mg

sodium are all present in each can.

Design: Beautiful pink images of children

will be used to decorate the packaging. The

product reflects Coca- Cola’s mission.

Augmented Gas-free and products without sugar

Baby-coke, pregnant women's Coke

You can access Baby-coke.com by scanning

the QR code on the bottle.

IV. Positioning Analysis:

- Product value:

+ Product hygiene and quality.

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 + Make pregnancy enjoyable for the expectant mother.

+ Although a different flavor is offered to expectant mothers, the original coca

flavor is guaranteed.

- Unique Point:

+ Pregnant women can still taste the original coke flavor while drinking coke.

+ Exclusive soft drinks for pregnant women.

- Reason to believe:

+ Cost-effective, without endangering the health of expectant mothers

+ Prestigious goods from leading authorities on food research for expectant

mothers.

With Coca's focus on business: "For the future." The product will open up a world of new

possibilities for today's mothers by lessening their craving for carbonated beverages without

having any negative effects on their pregnancies.

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V. Competitor :

- Although Pepsi and Coca Cola are two competitors, Pepsi is not aimed at mothers

who are pregnant but still want soft drinks without affecting their babies.

- Pepsi's market share is aimed at modern things, like young people, most of Pepsi's

products have modern youthful images. And Coca-Cola always brings products with

the desire for customers to have a great time with family, friends and relatives. They

always want their products to make customers more attached to the people around

them. The image of coca cola seems more nostalgic than that of pepsi

- The coca cola market should develop in countries with a more loving attachment to

each other. That's one thing that brings the coca cola image closer to their customers.

- The price of Coca-Cola and pepsi is not much different, but they do differ in the target

customers they want to target. Although looking, it can be seen that Pepsi and Coca

Cola are two rival brands, but their image is completely different in the eyes of

customers.

VI. Marketing Mix:

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- Promotion :

+ More promotions when purchasing Coca-Cola, such as a Coca-Cola for

Pregnancy, a free can of milk, and so on.

+ Sponsoring programs on maternal nutrition,...

- Place:

+ Supermarket on the counter for pregnant women.

+ Shops for pregnant women

+ Sell on online sales sites.

- Product :

+ For young mothers, quality is first in every product for themselves and their

children. Not only that, each desire also comes with additional benefits such as

promotions, etc. When selling, we can include forever advice such as buy one

get one free, give a stuffed animal if you buy many bottles, etc

+ The packaging will be decorated with pictures of children in a lovely pink color.

The product speaks to the goal of Coca-Cola.

- Price :

+ Coca-Cola is usually based on the customer's income. The price is diverse, not

picky about customers. Depending on the product, there is a different price. But

in general, there is still a variety of product prices suitable for all customers,

from low to medium and high.

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 REFERENCE

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