2. Introduction
- Purpose: Examine Coca-Cola's
marketing strategies and identify
areas for enhancement.
- Coca-Cola: A global leader with
iconic campaigns like 'Share a Coke'.
3. Company Overview
- Founded: 1886 by John Stith Pemberton in Atlanta.
- Main Products: Coca-Cola Classic, Diet Coke, Coke Zero,
Sprite, Fanta.
- Reach: Available in over 200 countries, 1.9 billion
servings daily.
- Memorable Campaigns: 'Taste the Feeling', Santa Claus
in red suit branding.
4. Coca Cola Cherry
Coca-Cola with a cherry flavor. Originally
marketed as Cherry Coke (Cherry Coca-
Cola) in North America until 2006.
Coca Cola Raspberry
Coca-Cola with a raspberry flavor.Available
in Australia, the United States, and the UK
in Coca-Cola Freestyle fountain.
Brand Portfolio
Coca Cola Zero Sugar
It was a limited edition produced by
Beijing Coca-Cola company to celebrate
Beijing's successful bid to host the
Olympics.
Coca Cola Vanilla
Coca-Cola with a vanilla flavor. It was
reintroduced in June 2007 by popular
demand.
5. Current Situation Analysis
- Strengths:
* Brand recognition (e.g., Coca-Cola's logo is recognized by 94% of the global
population).
* Diversified product range (e.g., smartwater and Honest Tea).
- Weaknesses:
* Health concerns around sugar (e.g., soda taxes in markets like Mexico).
- Opportunities:
* Growing wellness trend (e.g., plant-based drinks like AdeZ).
- Threats:
* Competition from PepsiCo, rising production costs.
7. Market and Audience Analysis
- Market Size: Soft drink industry projected to grow to $1.5
trillion by 2030.
- Customer Segments:
* Millennials and Gen Z: Prefer sustainable and healthy
options.
* Example: Coca-Cola's limited-edition 'Dreamworld' flavor
targeting younger audiences.
- Purchasing Behavior:
* Increasing online sales during COVID-19.
* Fun fact: Coca-Cola's vending machines in Japan cater to
local tastes (e.g., hot beverages).
8. VS
Evaluation of Current Marketing
Strategies
Pepsi
Your Text Here 01 Your Text Here 01
Your Text Here 02
Your Text Here 03
Your Text Here 04
Your Text Here 05
Your Text Here 06
- Digital Presence:
* Example: Viral campaigns on TikTok using
#ShareACoke.
- Traditional Advertising:
* Example: Iconic Super Bowl ads like 'Coca-
Cola Polar Bears'.
- Sponsorships:
* Example: FIFA World Cup partnership
drives global visibility.
9. Proposed Improvement Strategies
380
Million
customers
1. Expand Healthy Offerings:
* Launch new flavors of Coca-Cola Zero Sugar.
2. Sustainability Focus:
* Use 100% recycled plastic bottles (already tested in Europe).
3. Gamified Marketing:
* Example: Scavenger hunt campaigns tied to Coca-Cola QR codes.
4. Collaboration:
* Partner with influencers (e.g., fitness bloggers) to promote wellness
lines.
10. - Timeline:
* Q1: Market research, pilot healthy products in select regions.
* Q2: Roll out new ad campaigns, expand sustainability efforts
globally.
- Teams Involved:
* Marketing, R&D, Logistics.
- Metrics for Success:
* Increase in market share by 5%.
* 20% rise in sales of non-carbonated drinks.
Action Plan
11. Recommendations and Next Steps
- Embrace innovation to stay relevant.
- Focus on localizing flavors and
sustainability.
- Keep customers engaged with
interactive campaigns.
Remember: Great brands don't just sell,
they connect.
