Essays on Unique Branding and Marketing Strategies by Coca Cola Case Study

Download full paperFile format: .doc, available for editing

The paper "Unique Branding and Marketing Strategies by Coca Cola" is a great example of a Marketing Case Study. Coca Cola Company is one of the leading manufacturers of non-alcoholic beverages in the world. Dr. John Pemberton, a pharmacist in Atlanta invented the Coca Cola drink in 1886. The firm is successful and is an icon of the western and European countries. This essay seeks to explore some of the branding strategies of the company, as well as to suggest some of the action plans necessary for the achievement of the marketing strategies and objectives. Current marketing issues and potential market development Political issues Coca Cola faces strict rules and regulations as the nature of its products are in the food category.

Nevertheless, little legal changes are likely to affect Coca Cola. Some of the factors include the fact that the company’ s manufacturing activities have a negative influence on the environment. Legislation regarding environmental protection, strict rules, governmental changes, military takeover, and civil unrest can affect the firm’ s production process. The company intends to minimize the effect through the improvement of its processes’ effectiveness and waste reduction.

(Curd 2012). Economic issues A number of social factors influence the company’ s performance in the Australian market. To start with, the country’ s economic recession can adversely affect the firm’ s sales. Secondly, certain macro economical variables like labor price and inflation can affect the company’ s operations in the country. Thirdly, nations with high revenue per capita may have more to spend on products like beverages. Social issues The society considers soft drinks like Coke as detrimental to human health; hence, it encourages people to get health-conscious. As conventional brands decrease, Coca Cola may introduce modern products in new classes.

The company also faces opposition from social and cultural groups due to environmental concerns relating to its production (Curd 2012). Technological issues The company uses technology at each step at the Coca Cola’ s value chain-bottling operations, storage in retail stores, and syrup manufacturing. The company is fast in embracing modern mediums like television, radio, and current the internet. Moreover, various packaging types help the company drive sales. Other than a glass bottles, the drinks are available in cans and plastic bottles; hence, easy to transport and store.

The use of the latest technology enables the firm to produce more effectively, with enhanced quality and in larger quantities. What is more, the drinks require cooling before consumption (Curd 2012). Consumer issues The company has various consumers with different met and unmet needs. The clients are highly price-sensitive and are of various tastes and preferences. Consequently, the company needs to segment its consumers and produce products that meet the needs of all the clients. Market, segment and category lifecycle stage and implications for brand strategies and plans Segmentation The company divides the consumers basing on the geographical segmentation, area of consumption, product type, and demographics.

In terms of geographical segmentation, the company segments its global and local market into various groups. It also gives each of these divisions to manage the operations independently (Belohlavek 2008). Targeting The firm targets various marketing segments with distinct advertisements. The company’ s main market is the young generation within the age bracket of 10 and 25 years. The clients within 25 and 40 years of age bracket consist of the company’ s secondary market. Cola products’ main target is the young people that need strong flavor, while the diet cola and non-cola products target the health conscious market.

References

Belohlavek, P 2008, Unicist Marketing Mix-2nd ed., The Unicist Research Institute, Blue Eagle Group. Pp.11-30

CTTC 2011, 5-Year Strategic Marketing Plan, Pp. 1-132. http://industry.visitcalifornia.com/media/uploads/files/editor/CTTC%205-Year%20Strategic%20Plan%20FINAL.pdf

Curd, M 2012, Marketing Plan: Coca-Cola in 2015. Pp. 1-12.

http://www.nice-cuppa tea.co.uk/marketingplan.pdf

Hunt, S 2010, Marketing theory: foundations, controversy, strategy, resource-advantage theory, M.E. Sharpe, Armonk, N.Y. Pp. 400-450.

Lagos, T, Schirf, L, & Smith, V 2001, Analysis of the Coca-Cola Company. Pp. 1-15. http://web.mit.edu/wysockip/www/535/MIT2001/Cocacola.pdf

Niemann, S 2008, Design of Sustainable Product Life Cycles, Springer, Berlin. 2008.

Saaksvuori, A & Immonen, A 2008, Product Lifecycle Management, Springer, Berlin. Pp. 50-80.

Siddiqui, H 2011, Unique Branding and Marketing Strategies by Coca Cola. Retrieved on July 7, 2012 from http://hammadsiddiquiblog.com/unique-branding-and-marketing-strategies-by-coca-cola/

YouSigma 2008, Coca Cola’s (Coke) Strategy, Retrieved on July 7, 2012 from http://www.yousigma.com/benchmarking/coca-colasgrowthstrategy.html

Download full paperFile format: .doc, available for editing
Contact Us