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Marketing Mix of Coca-Cola: Amity School of Insurance, Banking and Acturial Science
Marketing Mix of Coca-Cola: Amity School of Insurance, Banking and Acturial Science
COCA-COLA
AMITY SCHOOL OF
INSURANCE , BANKING
AND ACTURIAL SCIENCE
Made By:
Rishebh Clement
MBA I& FP
Roll No. - 11
Submitted
To:
Mr.B.R.Singh
INTRODUCTION
Largest manufacturer of non- alcoholic
beverage concentrates and syrups
Largest distributor of non- alcoholic beverage
concentrates and syrups
Largest marketer of non- alcoholic beverage
concentrates and syrups
One of the largest corporations in the unites
states
It owns and licences more than 500 brands,
including diet and light beverages, water, juices
and juice drinks, teas, coffees and energy and
sports drinks.
Offers more than 500 brands in over 200
countries and territories.
Serves 1.6 billion every day.
HISTORY
The Coca-Cola company was originally
established as the J.S. Pemberton Medicine
company, a co-partnership between Dr. John
Stith Pemberton and Ed Holland.
In 1884, the company became a stock
company and the name changed to
Pemberton Chemical company.
The company is best known for its flagship
product Coca-Cola invented by pharmacist
John Stith Pemberton in 1886.
The Coca-Cola formula and brand was
bought in 1889 by Asa Candler who
incorporated The Coca-Cola Company in
1892.
MARKETING MIX
A planned mix of the controllableelementsof
aproduct'smarketing plancommonly termed
as 4Ps:
Product
Price
Place
Promotion
COCA-COLA MARKETING
MIX
Coca cola is the brand with
the highest brand equity. No
doubt it has gone through the
ups and downs of business to
reach that position. The
marketing mix of Coca cola
has been changing over time
with more and more products
being added such that today
it has 3300 products.
4 Ps are as follows :
Product
The company has the widest portfolio in
beverage industry comprising of 3300
products. Beverages are divided into
diet category, 100% fruit juices, fruit
drinks, water, energy drinks, tea and
coffee etc. As per Nielsons data, Coca
cola is the No.1 brand in sparkling
beverages, juice, and retail packaged
water in 2010. Coca cola has its market
presence around 200 countries. Coca
cola brands in India are Fanta, Maaza,
Limca, sprite, Thums up, Minute Maid,
Nimbu fresh, Nested iced tea etc.
Price
Due to the availability of wide range
products thepricingis done according
to the market and geographic
segment. Each sub-brand of coca cola
has different pricing strategy. Their
pricing strategy is based on the
competitors pricing, Pepsi is the direct
competitor to coke. Beverage market is
said to be a oligopoly market (few
sellers and large buyers), hence they
form into cartel contract to ensure a
mutual balance in pricing between the
sellers.
Place
Coca cola is the worlds most favorite
brand and is available all over the
world. The distribution system of coca
cola follows the FMCG distribution
pattern. The effective distribution
network of coke has almost eroded
the small and middle level players in
the market. In India they have
captured even the rural market by
extensive distribution and have
eroded the market share of Bovonto,
Kalimark etc.
Promotion
Coca cola adopts various advertising and
promotional strategies to create an increased
demand in the market by associating with life style
and behaviour and mainly targeting value based
advertising. You are more likely to see a coke ad
individualised for a particular festival or in with a
general positive message. Coca cola uses CSR as
its marketing tool to gain emotional benefits in
consumers mind. The current promotions through
CSR include Support my school campaign with
NDTV. It has many brand ambassadors like
Shahrukh khan, Hrithik Roshan, South Indian Actor
Vijay and Trisha , Ghambir, Aamir khan etc and has
signed contract recently with Imran khan. It allows
price discounts and allowances to distributors and
retailers in order to push more products into the
market. It employs both push strategy through
promotions and pull strategy through
advertisements and campaigns.
CONCLUSION
The Coca Cola Company has come a long
way from selling a few servings of
carbonated beverages in a pharmacy, to
an international scale business.
Coca Colas commitment to remain at the
forefront of the changing social values in
developing their marketing strategy has
proven to their advantage.
Undoubtedly The Coca Cola Company has
developed all the elements necessary to
run a multi-million, worldwide enterprise
and refreshes all the people that come in
contact with their products.
BIBLIOGRAPHY
http://www.marketing91.com/
http://businesscasestudies.co
.uk/
http://www.businessdictionar
y.com/
http://articles.economictimes
.indiatimes.com/
http://www.coca-colaindia.co
m/