(Tiểu luận) a final reportonthe adoption of marketing and people in coca cola

Vision/ mission/ objectives/ core values Trang 4 In order to stay competitive in the market, many successful businesses have adoptedthe marketing and people business strategy.. History

International School of Business

A final report on

THE ADOPTION OF Marketing and People in Coca-Cola

Teacher: Catalina Vaage

Student: Lê Thị Mỹ Duyên

Class:C02B

Course: Project 1

Hanoi, 25/03/2023

on The adoption of Markerting and People in Coca-Cola

by

Le Thi My Duyen _ CO2055 Class: C02B

Lecturer: Catalina Vaage Course: Project 1

Hanoi, 25/03/2023

I Introduction 3

2.1 History of development

2.2 Main business

2.3 Organizational structure

2.4 Vision/ mission/ objectives/ core values

III The adoption of Marketing and People in Coca-Cola

3.1 Definition

3.2 Analysis

IV Evaluation

V Conclusion

References

The adoption of Marketing and People in Coca-Cola

In order to stay competitive in the market, many successful businesses have adopted the marketing and people business strategy One of the most well-known beverage brands worldwide, Coca-Cola, has also adopted this strategy to keep up its leading status in the market This essay will identify the methods in which Coca-Cola has used cutting-edge marketing strategies and people-centered strategies to reach its company aims Moreover, the report will delve into the benefits and challenges linked

to this approach, while also evaluating its efficacy in bolstering Coca-Cola's competitiveness in the market

II Profile of Coca-Cola

2.1 History of development

The full name of the company: The Coca-Cola Company (KO)

The year of foundation: 1892

1886: The original drink Coca-Cola was created by John S Pemberton (a local pharmacist) at his chemical company

1888: The right to the formula were owned by businessman Asa Griggs Cander 1892: The Coca-Cola Company ( KO) was established

1893: ‘Coca-Cola’ was registered as a trademark in U.S Pantent Office in 1893 1913: one-ninth of Americans had tried it

The name of founder: Asa Griggs Candler

Headquater of the company: Atlanta, Georgia, U.S

( Britannica, 2023)

2.2 Main business

 Main industry: Beverage

 Products: Non-alcoholic beverage concentrates, syrups , alcohoclic beverages

 Main market: North Amercia, Latin America, Eurasia , Middle East and Africa

2.3 Organizational structure

2.4 Vision/ mission/ objectives/ core values:

 Vision: ‘LOVED BRANDS, DONE SUSTAINABLY,

FOR A BETTER SHARED FUTURE.’ (Coca-Cola, 2023)

 Mission: ‘ To refresh the word, to inspire moments of optimism and happiness,

to create value and make a difference’ (Coca-Cola,2023)

 Objectives: ‘ The main objectives for the Coca-Cola Company are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrow's world.’ ( Coca-Cola,2023)

 Core values: ‘ Quality, Excellence, Integrity, Respect’ ( Coca-Cola,2023)

III The adoption of Marketing and People in Coca-Cola

-Marketing: The process of marketing involves creating, communicating, delivering, and exchanging valuable products or services to customers, clients, partners, and society at large through various activities and institutions (AMA,2017)

-Its role: Marketing plays a crucial role in identifying and understanding customers' needs and desires, products and services that meet those requirements, conveying the

of those offerings through branding and promotional activities, and eventually worth and sustaining long-lasting customer connections (AMA,2017)

-Marketing mix strategy: A marketing mix strategy refers to the controllable and marketing tools that a company employs to elicit a specific response from its target market It all actions that a company can take to impact demand for its product or service (Kolter P & Armstrong G., 2018)

3.2 Analysis

It is clear that Coca-Cola has implemented Marketing successfully In detail:

3.2.1 Products

Definition: A product is anything that can be provided to a marketplace to satisfy a want or need, including physical products, services, experiences, events, people, places, properties, organizations, information, and idea (Kolter P &

Armstrong G., 2018)

Apply: Coca-Cola is a business famous for its wide range of beverage goods, which are enjoyed by millions of consumers worldwide Coca-Cola, their most famous item, is a carbonated soft drink which has been in existence for more than a 100 years and has developed to be a recognizable name that is known all over the world The business makes a variety of beverages in addition to Coca-Cola, including Sprite, Fanta, and Diet Coke, as well as energy drinks, juices, and mineral water Each of these goods is manufactured using the same dedication to quality and dependability that has built Coca-Cola such a recognizable name Coca-Cola has a product that is likely to meet your requirements, whether you're wanting for a cool beverage on a hot day or a boost of power to help you through

a hard day Coca-Cola always works to create new items and develop old ones with an emphasis on creativity and sustainability to make sure they can continue

to satisfy their customers' changes in requirements and tastes.

Evidence: Coca-Cola is a globally recognized brand that offers a variety of popular soft drinks One of its well-known brands is Sprite, a lemon-lime flavored soft drink that was first produced in 1961 Fanta, another popular

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Research Project

Học viện Ngân hàng

5 documents

Go to course

Gap year - Gap year

Research

1

Pp - another word

Research

2

Trash

Research

1

Questionnaire

Research

2

THE Result OF THE Reasearch

Intergrated

Marketing… None

4

Liturature review - ma sma sm

1

brand, was introduced in 1940 and is known for its distinct orange flavor Diet Coke, which was initially launched in 1982 and is also known as Coca-Cola Lite

in certain regions, is a calorie-free and sugar-free soft drink Coca-Cola Zero, a sugar-free beverage, became a million-dollar brand in 2007 after its release in

2005 Despite the variety of soft drinks, Coca-Cola remains the world's most popular and highest-selling soft drink, with its brand recognized worldwide.

3.2.2 Place

Definition: In marketing, the term "place" refers to distribution channels, which are the methods and locations used by a company to deliver their products or services to customers This process includes choosing appropriate distribution channels such as wholesalers, retailers or online platforms and identifying effective ways to deliver products to customers such as shipping and logistics An effective “place” strategy ensures that the company's products are available in the right places at the right time to meet the needs and wants of customers.

(Kolter P & Armstrong G., 2018)

Apply: The extensive distribution network of the Coca-Cola Company, which covers more than 200 countries, is well known This network, which consists of production facilities, bottlers, and vending partners, allows the business to effectively manufacture and deliver its goods to consumers globally Coca-Cola puts a lot of effort into maintaining the quality of its distribution network, with a focus on making sure that timely delivery and consistent product availability in different areas are guaranteed

Coca-Cola has made significant investments in online networks in addition to its physical distribution network to strengthen its place strategy For its bottlers and vending partners, the company has created an online ordering platform which allows them to easily and rapidly make purchases for Coca-Cola products

Additionally, the business has developed a strong online presence across a number of social media platforms and e-commerce websites, making it simple for customers to get its items from the comfort of their homes

Intergrated Marketing… None

traditional stores and vending machines in addition to its distribution system To ensure optimum visibility and accessibility for customers, the business sets its retail shops and vending machines in high-traffic locations including shopping centers, airports, and railway stations

Overall, Coca-Cola has been successful in reaching customers all over the world thanks to its strong emphasis on its distribution system and careful placement of retail stores and vending machines.

Evidence: Coca-Cola's products are widely available in almost every retail store and supermarket, with a distribution network that spans the globe In India alone, their products can be found in 2.5 million retail locations In addition to retail stores, Coca-Cola products are also available in a diverse range of hospitality settings, such as hotels and restaurants, all around the world Because

of its wide availability, Coca-Cola can reach a variety of consumers in different places, making it a simple and accessible option for many.

3.2.3 Prices

Definition: Price is the monetary value that customers pay for a product or service,

reflecting the total value they receive from owning or using that product or service (Kolter P & Armstrong G., 2018)

Apply: Pricing is an important component of Coca-marketing Cola's mix, and the business has implemented a variety of pricing strategies to accommodate to its customers' varying desires and requirements Coca-Cola uses low price to increase its market share This strategy has allowed Coca-Cola to rise its total sales and gain a foothold in new areas Furthermore, Coca-Cola employs promotional pricing, like discount codes and vouchers, to stimulate demand and sell more products The company also uses value-based pricing, in which prices are set based on the customer's opinion of the product's value This pricing strategy is widespread for CocaCola's top quality items, like limited collection or special version items Coca-Cola has also applied regional pricing, which means

accommodate to the distinct economic situation and buying power of consumers

in distinct markets Overall, CocaCola's pricing strategies also played an important role in the company 's growth, enabling it to hold its position in the market and accommodate to the different requirements of its consumers.

Evidence: In developing countries such as India, consumers tend to be highly sensitive to prices, and Coca-Cola must ensure that its products are competitively priced compared to Pepsi in each segment to avoid losing customers To achieve this, Coca-Cola and Pepsi have agreed to maintain price parity in each segment Additionally, Coca-Cola offers discounts on bulk purchases by bundling items, which allows the company to offer greater value to its customers while also increasing sales volume

3.2.4 Promotion

Definition: The communication link between sellers and buyers with the aim of influence, informing, or persuading potential buyers in their purchasing decisions (AMA,2017)

Apply: The promotion strategy used by Coca-Cola is a crucial part of its marketing mix The business spends a lot of money on marketing as well as communication campaigns to raise brand awareness and brand attention The

"Share a Coke" campaign, which encouraged consumers to customize their Coke bottles with their names or the names of friends and family, was one of its most noteworthy marketing campaign The project was a great success, which led to a substantial rise in sales

Coca-Cola also reaches its target market through a variety of marketing channels, such as tv, newspapers, digital advertising, and social networks The company's sponsorship and advertising with the FIFA World Cup as well as the Olympics has been an efficient marketing strategy, allowing it to achieve many audience around the word Coca-Cola has been using popular social media users to advertise their products, known as influencer marketing For example,

a lot of interest from the band's fans.

Overall, Coca-promotion Cola's strategy is planned to build a deep emotional connection with consumers while also improving the image of the company Coca-Cola has managed to match and maintain its position as one of the most recognizable brands in the world by executing creative and engaging advertising campaigns, forming strategic partnerships and use influencer marketing Evidence: Cola India recently launched an advertising campaign for Coca-Cola Zero Sugar called "Best Taste Ever?" in February 2023, featuring Bollywood actor Tiger Shroff In the video, Shroff surprised taking the taste of the sugar-free but is pleasantly after a sip The campaign has successfully created

a buzz and increased brand awareness for Coca-Cola Zero Sugar by using celebrity endorsement to appeal to a wider audience and create positive perceptions of the brand This example demonstrates how advertising, as part of the promotion mix, can be used to achieve marketing objectives and potentially increase revenue.

IV Evaluation:

The Coca-Cola company has created an effective marketing strategy by applying effective the 4Ps of marketing (product, price, promotion, and place) The Coca-Cola company has created an effective marketing strategy by applying effective the 4Ps of marketing (product, price, promotion, and place) Their wide range of product portfolio, widespread distribution network, strategic pricing, and compelling promotional campaigns have all contributed to remain a top global company.Coca-Cola has remained relevant and appealing to a wide range of customer by constantly analyzing and adapting their marketing plan

Achievement:

Coca-Cola has achieved substantial successes in marketing year by year Some notable successes include the creation of an outstanding brand identity through effective advertising campaigns such as the "Share a Coke" campaign, as well as

reach consumers in over 200 nations Furthermore, Coca-Cola has effectively used digital marketing channels to engage consumers and develop personalized experiences, such as its phone app and social media projects These accomplishments have helped Coca-Cola maintain its position as one of the world 's most valuable and famous brands.

Best Global Brands (2022): 7th place

V Conclusion

Taken altogether, the 4Ps strategy plays an important role in development of Coca-Cola Company Coca Coca-Cola is an undeniably successful business which provides various and high-quality products Their price is affordable and suitable for their customers and industry As we known, because of the many years of expertise they have under thier belt, their geographical reach is excellent With its continuous promotions and signature branding, the business is certain to remain unreplaceable position in the market all over the world

References: