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Home » Strategies » Marketing strategy of Coca cola – Coca cola marketing strategy

Marketing strategy of Coca cola – Coca cola marketing strategy

September 8, 2018 By Hitesh Bhasin Tagged With: Strategies

Coca Cola is world’s leading soft drink maker and operates in more than 200 countries around the world. It sells a variety of sparkling and still beverages. It generates 60% of its revenue and about 80% of its operating profit from outside the United States. It has strong brand recognition across the globe. According to business insider, approximately 94% of the world population is aware of the red & white logo of Coca Cola.

Table of Contents

  • Segmentation, targeting, positioning of Coca Cola
  • Competitive advantage in the Marketing strategy of Coca Cola
  • BCG Matrix in the Marketing strategy of Coca Cola
  • Distribution strategy in the Marketing strategy of Coca Cola  
  • Brand equity in the Marketing strategy of Coca Cola
  • Competitive analysis in the Marketing strategy of Coca Cola
  • Market analysis in the Marketing strategy of Coca Cola

Segmentation, targeting, positioning of Coca Cola

Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing new products.

Similarly it uses mix of undifferentiated & mass marketing strategies as well as niche marketing for certain products in order to drive sales in the competitive market. Its Cola is popular worldwide & is liked by people of all age group while the diet coke targets niche segment for people who are more health conscious.

Coca Cola uses competitive positioning strategy to be way ahead of its competitors in the Non-alcoholic beverages market.

Marketing strategy of Coca cola

Marketing mix – Click here to read the Marketing mix of Coca Cola.

SWOT analysis – Click here to read the SWOT analysis of Coca Cola.

Mission – “Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

  • To refresh the world.
  • To inspire moments of optimism and happiness.
  • To create value and make a difference.”

Vision– “Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.

  • People: Be a great place to work where people are inspired to be the best they can be.
  • Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs.
  • Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
  • Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
  • Profit: Maximize long-term return to shareholders while being mindful of our overall responsibilities.
  • Productivity: Be a highly effective, lean and fast-moving organization.”

Tagline – “Refreshing the world, one story at a time”.

Competitive advantage in the Marketing strategy of Coca Cola

Coca Cola has competitive edge over its competitors in terms of Operations, Cost control, Brand portfolio, Channel marketing, Collaborative customer relationship.

Operations – Coca cola has outsourced the bottling operation to the franchisee, FEMSA which is the largest Bottling franchisee of the Coca-Cola trademark beverages in the world. It helps the company in capturing important growth opportunities in under-developed non-carbonated beverage segment and in strategic acquisitions by entering into agreements to jointly acquire companies with The Coca Cola Company.

Cost control – Its diversified product portfolio, Outsourcing operations & economies of scale helps it in cutting its operational cost & increase its profitability.

Strong Brand Portfolio – Company offers a powerful and wide portfolio of beverages to its customers, and continuously explores promising beverage categories to capture growth in its different markets. Its beverage portfolio consist of carbonated soft drinks, bottled water, juices, orangeades, iso-tonics, teas, energy drinks, milk, coffee and even beer in some markets such as Brazil.

Collaborative customer relationship – Coca Cola strongly believes in participative marketing creating shared values for all stakeholders. Tailoring its extensive portfolio of products and packages for their stores based on the local market’s socioeconomic demographics, relevant consumption occasion and the store’s distinctive characteristics.

BCG Matrix in the Marketing strategy of Coca Cola

Coca Cola’s trademark brand occupies a different position in BCG matrix based on the demand & competitive position.

Thumps-up, Sprite, Fanta & Maaza are Stars as these brands have high market share but high competition in their respective segment.

Kinley is question mark reason being low sales. Company is not able to distinctly position Kinley due to the presence of lots of local players in the highly commoditized market resulting in low sales.

The main brand Coca Cola is considered a cash cow because it has a single competitor in Pepsi and has a fantastic presence across the world

Coke-diet, Tea & coffee brands are dogs since it’s not able to attract customers for this segment and these are probably more long-term units and under establishment.

Distribution strategy in the Marketing strategy of Coca Cola  

It uses several sales and distribution models depending on market, geographic conditions and the customer’s profile:

(1) the pre-sale system, which separates the sales and delivery functions, permitting trucks to be loaded with the mix of products that retailers have previously ordered, thereby increasing both sales and distribution efficiency,

(2) the conventional truck route system, in which the person in charge of the delivery makes immediate sales from inventory available on the truck,

(3) a hybrid distribution system, where the same truck carries product available for immediate sale and product previously ordered through the pre-sale system,

(4) the telemarketing system, which could be combined with pre-sales visits and

(5) sales through third-party wholesalers of the products.

Brand equity in the Marketing strategy of Coca Cola

Coca Cola is the one brand which is recognized by everyone around the globe. When we talk about brand equity then it is its value & it’s about stories, memories, associations, and human connections (although of course, these connections would have been very carefully and deliberately engineered by talented marketers over many years and countless board meetings).

This is something that Coca-Cola has been the master of for over 100 years. This equity is derived from people’s willingness to pay a premium for the brand and an unwillingness to accept substitutes. Coca-Cola’s marketing strategy has always been to associate happiness, positivity and the good life with their products, & that’s how they are able to create high TOMA (Top of mind awareness).

Competitive analysis in the Marketing strategy of Coca Cola

Big Giants in the Non-alcoholic beverages segment have similar strategy & objectives which means innovation & creative marketing campaigns can help the companies to differentiate from each other. Competition from the local players is the other major issue that company is facing now days. Pepsi is the single largest main competitor of Coca-Cola having products across the segments.

Market analysis in the Marketing strategy of Coca Cola

Non-alcoholic beverages market is ever-growing industry & with the advent of growing Asian markets & developing nations the consumption will be higher also due to the changing lifestyle, economic conditions & changing buying habits. In this industry customer have got lots of options ranging from water to tea/coffee to soft drinks, so chances of customer switching to another brand is high. The only way to differentiate products & retain customers is the strong brand building, and creating pull in the market.

Customer analysis in the Marketing strategy of Coca Cola – Coca cola targets a mass market. And the customer expectation is low price, great taste, convenience & accessibility and various options to choose from.

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About Hitesh Bhasin

I love writing about the latest in marketing & advertising. I am a serial entrepreneur & I created Marketing91 because I wanted my readers to stay ahead in this hectic business world.

Comments

  1. Isaac says

    We need to get more distributors for our products, where must we improve?

    Reply
    • Hitesh Bhasin says

      Please refer this article – How to create a strong channel sales pipeline.

      Reply
  2. bisma hassan says

    Hi Hitesh!

    Can you suggest ideas how coke uses innovative marketing strategies to improve?

    Reply
    • Hitesh Bhasin says

      Hii. Well, i am going to cover that soon. but it will take some time with so much on my plate already. But it will sure be a blast once i start.

      Reply
      • bryce says

        please do my class assessment

  3. ibrahim gendy says

    please i need more informations about coca-cola marketing strategies because i have a presentation about it , can you please help me ? …. and i need the references of this article

    Reply
    • dhruv says

      hi..can you send me your presentation about coca-cola?

      Reply
  4. yoshita says

    HI Hitesh can you please do a BCG matrix and GE for Coca Cola company.

    Reply
  5. ayesha says

    i want some more information about key elements of proposed marketing strategy of the coca cola company..plz give me some more info about it…

    Reply
  6. Naveen says

    Hello sir/madam
    I need coco cola operation strategy mapping, Balance scorecard , strategymatrix.

    Reply
  7. suganya says

    please i need more informations about coca-cola The organization’s growth stages are up to date because i have a assignment , can you please help me ? …. and i need the references of this article

    Reply

    Reply
    • Krystal says

      This is Krystal from London my teacher gave me a project on…… study the marketing strategy of any company so this review came when I searched and she liked mine very much …but I made language easier so that my teacher could not catch me… thank you very much…krystal? …

      Reply
  8. suganya says

    and also Leadership style of figure in each organization for about coca cola

    Reply
  9. suganya says

    How the organization progresses under the leadership of that figure for coca cola company…pls rply and send to me that answer sir

    Reply
  10. Saroshah Islam says

    What sources did you use for this article?

    Reply
  11. Yohan says

    I need some integrated communication Information about coca cola.

    Reply
  12. Ahumuza Moses says

    I need more on significances of marketing to the Coca-Cola Company…with valid examples…….have got a prevention on it…

    Reply
  13. olivia says

    i love Coca-cola

    Reply
    • Sir Lewis Drummond the Knight of England says

      Shut your mouth Olivia. Do you not who i am? It is I, Sir Lewis Drummond the protector of England. Thats right, SIR! I was knighted by her majesty the Queen herself. I never want to see you comment on this website again. or i will hunt you down and launch an entire spec-ops operation in order to have you eliminated. Stupid whore.
      Your sincerely, Sir Lewis Drummond

      Reply
  14. Ellis Salim says

    We have an awesome picture that Coca Cola might what to use during the baseball season as a commercial! Please respond if interested. Thanks

    Reply
  15. Edie says

    Speaking of “Taste the Feeling”, I just want to say that even before I read this slogan, every time I take my first sip of a tall, full of ice, sparkling coke, I feel like Summer at Rockaway Beach back in the 60’s. There’s nothing else like it and by your slogan, I feel that you’re feelin it too! Drinking coke all day, since like forever. Seriously.

    Reply
  16. Dedebyo says

    I want to learn More about marketing strategies of coca cola

    Reply
  17. Billa Bryan says

    Hello Sir
    Please how is the BCG matrix and the Ansoff matrix applied to the context of the coca cola company i have an urgent assignment but i dont have enough material can you please assist me

    Reply
  18. Starr Chungh says

    Hello can you help me with finding out coco colas marketing company who handles there campaign and head office in the UK?

    Many Thanks
    Starr

    Reply
  19. Francss Sombi says

    I am a student for now doing masters at Torrens university I have once worked for Coca Cola Sierra Leone. I want to write a paper on internal and external stakeholders analysis on coca cola Australia.

    Reply

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