WELCOME

TO
MARKETING STRATEGY
Sales for the first year were only
$50

Company Profile $50

Name The Coca Cola Company
Industries served Beverages
Geographic areas served Worldwide
Headquarters Atlanta, Georgia, U.S.
Current CEO Muhtar Kent
Revenue $ 48.01 billion (2012)
Profit $ 9.01 billion (2012)
Employees 150,900

Founder: Asa Griggs Candler (1889)

Chairman: Muhtar Kent
President and CEO: James Quincey
Number of Employee 61800 (2017)
Net Income: 41.86 Billion USD (2016)
Enterprise Value – 216.78 Billion USD
 Mission:
 To refresh the world...

 To inspire moments of optimism and happiness...

 To create value and make a difference.

 Vision:
• 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 shareowners while being mindful of our overall
responsibilities.

• Productivity: Be a highly effective, lean and fast-moving organization.

MARKETING STRATEGIES
Of
Coca Cola
 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 ???
“The Marketing strategy is the way in which
the marketing function organises its activities
to achieve a profitable growth in sales at a
marketing mix level”- By Kotler

An organization's strategy that combines all

of its marketing goals into one comprehensive
plan.
MARKETING STRATEGY
 SEGMENTATION, TARGETING & POSITIONING
Segmentation: Targeting: Positioning: Is the
Division of the total Choosing one or act of designing the
market into smaller, more segments for companyis offering
relatively which to design & image to make a
homogeneous your marketing distinctiveplace in
groups operations the mind of the
target consumer.
IMPORTANCE OF MARKET
SEGMENTATION

Marketers can better

define Customer need

Markets have a variety of

product need &
preferences

Decision Makers can

define objectives &
allocate resources more
accurately
 SEGMENTATION FACTORS

Geographic Demographic
- Region - Age
- Climate - Income
- Locally - Climate

Market
Segmentation

Behavioral
Psychographic
Coca Cola Using Mass Market training
- Occasions
- Social Class
- User Status
- Personality
- Loyalty Status
- Life Style
 Geographic Segmentation
SEGMENTATION FACTORS

A. Region
CocaCola organized
B. Climate C. Locally
into 6 geographic area-
- Coke segments are In Coke Market In Bangladesh
different for country & They focus on hot The Coke
region wise. areas of the world segments more
- It varies taste & income i.e. Middle east in Urban &
level of people of that and sub-Saharan sub-urban
area/country. areas & Sales areas as
- For 3rd world countries increase
Coca Cola Using in
Mass Market compare to
training
CocaCola produces low Summer.
price & low Taste. rural.
 Demographic
SEGMENTATION FACTORS
Segmentation
A. Age B. Income
C. Family
For child(4-12) In Coke segments Type
Coke different packing
introducing for different Coke
income level of introduces its
tastes like peoples. for low
vanilla, lime & level Coca-Cola
economy
cherry. selling returnable pack & that’s
glass
Coca Cola bottle;
Using for
Mass Market how focus
training
They focus high level income, family &
mainly 4yrs to selling coke in groups.
12 yrs. tins/Can.
 Psychographic
SEGMENTATION FACTORS
Segmentation
A. Social Class C. Life Style
B. Personality CocaCola
Coca Cola products
are purchased by People who are presented
different classes, but brand conscious products
mainly by middle to will not drink which are
high level class. In beverages of less suitable for
addition, many people known brands. modern,
today purchases based They will try to busy life style
on the company’s showMass
Coca Cola Using their status
Market (shortage of
training
ethics and, or social by drinking time) and
responsibility Coca-Cola. mobile
generation.
 Behavioral
SEGMENTATION FACTORS
Segmentation
A. Occasion B. Benefit C. Loyalty Status
CocaCola sought A loyal
customer differs from
Segments Sometimes, for the that of a habitual
different promotion customer in that, while
oocasion strategy of Coke, habitual customers are
which are Coca-Cola continually in need of
the product or service
Celebrated in Company you offer, loyal
the country. introduces prizes customers continually
Like EID & Coca in the
Cola topMass
Using cover,
Marketpurchase
training your product
Puja. Some time extra or service (rather than
quantity but same a competitor’s).
rate.
TARGETING A.Weight
consciousn
ess- Diet
Coke

B. Kids ,
E. Girls,
juice loving
ladies -
people-
Fanta
Maaza
Product for
Target different
segments

D. Confident,
mature and C. Young
uniquely
masculine people -
attitude people- Sprite
Thumpsup
 PRODUCT POSITIONING
The company positioning their products in different bottle sizes
& user category which include:
A. Different bottle sizes are: B. Different user categories are:
SSRB - THUMS UP is targeted to the adventurous
Standard Size Returnable Bottle and energetic and love taking risk to
LRB - Litter Returnable Bottle succeed.
NRB - Diet Coke are specially targeted to health
No Return Bottle or Disposable conscious customers and want health
Bottle drink having natural energy in it.
PET - 1.5 or 2 Liter Plastic Bottle FANTA is specially launched for the lady.
CANS - Tin Pack 330 ml Sprite specially launched for younger
 MARKETING MIX

Marketing Mix is a combination of marketing

tools that a company uses to satisfy their target
customers, and achieving organizational goals.
McCarthy classified all these marketing tools
under four broad categories:
1. Product 2. Price 3. Place 4. Promotion

These four elements are the basic

components of a marketing plan and are
collectively called 4 P’s of marketing.
 MARKETING MIX
Product
• 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.
• Market presence in
around 200 countries.
• Brands in Bangladesh are
Fanta, Cocacola, Sprite,
Diet Coke, Kinley
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.
 • Coca cola uses CSR as its marketing
tool to gain emotional
benefits in consumers mind.

 • 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.
 MARKETING MIX
Price
• Due to the availability of wide
range products the pricing is
done according to the market
and geographic segment.
• Each sub-brand of coca cola has
different pricing strategy. E.g:
Kinley
• Their pricing strategy is based
on the competitors pricing,
• 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 world’s 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
THANK YOU