Task 1

The Coca-Cola company

Introduction
The Coca-Cola Company serves non-alcoholic beverages (both sparkling beverages and still
beverages) concentrates and syrups since 1886. It is incorporated in Wilmington, a city in
Delaware. It’s headquarter lies in Atlanta, Georgia. It was invented by a well-known
pharmacist named as John Stith in Columbus, Georgia. It is an American multinational
beverage manufacturer, marketer, corporation and retailer. The production of syrup concentrate
is the main factor of the company, which is then sold throughout the world. It is a leader in the
coke’s company with almost 123,200 number of employees and is served worldwide. Its
website is Coca-ColaCompany.com. It has been a publicly traded company since 1920’s and
was the number one global brand in 2010. It has also been considered as the icon of the
American culture.

Task 2
The Coca Cola Company is a very well recognized brand across the globe of sparking and still
beverages having about only 6% of the world population, unaware of the red and white symbol
of the company. Almost 60% of the income and 80% of its operating return is generated from
outside of the USA.

Segmentation, targeting and positioning of coca cola company:

New products are developed for adapting the marketing strategy and a specific segment is not
targeted. Segmentation proves to be really helpful here. The analyzation and the understanding
of the market, identifying opportunities and developing competitive edge is the main part of
segmentation which is basically the portioning of the markets into groups of potential
customers. The coca cola products and the non-coca cola products, the places where more or
less coca cola is consumed, the segmentation of coca cola around the globe, and the
demographics all comes under this category of segmentation.
To drive sales in the competitive market, the strategies involving the production on a large
scale and the mixture of undifferentiated marketing are used. Some prefer diet cola while others
prefer strong cola having good percentage of sugar, all these are targeted according to the
needs, for more consumption.

Pest analysis:
Pest analysis is the analysis which puts political, economic, social and technological factors
into consideration to become more competitive in the market. If there is a requirement of
analyzation of external environment, PEST analysis can be used.
• Political:
As coca cola comes under the category of food, strict rules and regulations are to be followed.
There is a great impact on the process of production of coca cola because of the issue of coca
cola manufacturing plants on the environment. Steps and measures have been taken for
avoiding things which are harmful for the environment, making coca cola the main reason of
harm. Any negative effect can be minimized by controlling the wastage and the efficiency
power. Moreover, government changes can affect the sales and purchases of the product in a
particular country. Political changes should also be considered when some changings are to be
made.
• Economical:
There is a negative impact on the sales and purchases of the coca cola company if there occurs
an economic downturn and it is expected to be a huge one. The inflation rates can also get
really high. The economic growth of the country and the salaries of the employees may also
effect this and the exchange rates may differ.
• Social:
On a social level, health is both a threat and an opportunity for the coca cola company. People
have now become increasingly concerned about their nutrition and health related issues. People
are getting awareness regarding the disadvantages of the carbonated drinks which is drastically
pulling down the revenues of coca cola. This made countries to manufacture more healthy
drinks for people, which can be sold on a large scale and proves to be advantageous for health.
• Technological:
When syrups are manufactured and various operations on bottling are done, new technological
techniques are used for this. The connection of the customers with the company through
different ways of technologies is very important. New marketing and the advertisements
through radio, television, and now internet has a great impact on people. New machinery is
used which provides us with better quality and greater quantity. Cans and other plastic bottles
are used which are easy to store and transport. All these factors make the production more
efficient and the use of high technology makes good production in a very short time and also
conserves valuable energy.

Task 3
The Coca-Cola company and the target market
A targeted set of customers, to whom a company want to sell and give away its products and
services and the marketing efforts are directed to it is known as the target market. In the
development of a marketing plan, identification of the target market is one of the essential
steps. Buying power, demographics, geography and psychographics are the main factors
according to which target market can be separated.

Every thirsty person is taken as the target and the potential of The Coca Cola Company. Their
main aim is to quench the thirst of the people. Although all age groups are targeted but the
youngsters and the youth are the main audiences. Almost 40% of the total age segment is
covered by 18-25 years of age group.
The followings are some of the brands associated with The Coca Cola Company which try their
best to satisfy the whole line of different people.
• Minute maid:
Ages ranging from 1-10 and above 40 are the main targets of the Minute Maid brand. You can
easily take the drink anywhere because of its well packaged design. Minute Maid is available
in orange, cranberry, apple and lemonade flavor etc. It is a healthy beverage with a very good
taste and it has received a health check from the foundation of heart and stroke. Parents want
their children to become healthy so they could tackle all the situations with ease and without
much help, this health check part is the reason most of the parents can rely confidently on these
drinks as it is accepted by a respected company.
• Coca-Cola diet:
30-50 years of age groups are the main targets of the Coca-Cola Diet brand. People who are
more conscious about their health tend to drink Coca-Cola diet as they love the great taste of
coke and they enjoy drinking this sugar less drink. There are people who cannot go without
diet coke even for a single day. It has been given the title of number one rated soda diet drink.
 • Coca-Cola with lime:
This is available in both diet and regular. For an extra little of punch, lime is added to the great
taste of coca cola and is loved a lot by the people. The citrus flavor of Coca Cola with lime is
liked by many people.
• Sprite:
Just like Coca-Cola, Sprite is a colorless, caffeine-free, lemon and lime-flavored soft drink
having a wide range of other lines of drinks associated, for example: diet sprite, sprite with
lime and sprite zero etc. It has many different target markets. This drink is also liked by many
people and sold on a large scale worldwide.
• Oasis:
Oasis is not a soft drink, it is a juice made for working adults of 20-30 years of age group. It is
suitable for people who are looking for a grownup juice and are health conscious, they actually
know what they want exactly. Oasis is available in orange tangerine, lemon and berry. It is
most popular in Britain and Ireland and sold greatly in many parts of the world.
• Georgia:
Georgia is the world’s first ready-to- drink coffee brand. It is a drink with a well-rounded,
aromatic and smooth taste which is sold mainly in Japan and India and many other places as
well.
• Dasani:
Dasani, a simple bottled water which is consumed by every age group mostly athletes. Dasani
was launched after the success of aqueous and is designed to be a great tasting water. It is a
blend of pure minerals and fresh taste.
Communication marketing methods
Both visual and the published media are one of the utmost active ad approaches amongst
marketing experts.
For the advertisements of The Coca-Cola Company, various ways of media are in use. They
include newspapers, magazines, internet, television, cinema, radio, billboards etc.
• Newspapers:
It’s the most common and widespread way of marketing used by coca cola company. Coca cola
is among those companies who started mass media, newspaper advertising in their starting
stages and by now it’s been 100 years.
• Magazines:
At global level, magazines are used to advertise Coca-Cola. In order to have a great impact of
the marketing initiatives, company advertisements usually take up the entire cover sheet.
Moreover, the target buyer section of the coca cola highly depends on the readability factors.
• Internet:
Another podium for the ads of coca cola is internet. The brand online advertisements like
posters, self-opening ads, on-site backings and numerous other arrangements of online
advertisements plays an actual significant role in the advertisement of the Coca-Cola Company.
Forums and many websites are also present for the proper advertisement of coca cola for their
fans and people can also share their stories regarding the company on such forums.
• Television:
One of the most effective form of media nowadays is television. A huge amount of financial
resources is in use for the advertisements of The Coca-Cola Company. These advertisements
Coca-Cola TV ads in different countries vary from each other and they have been prepared
considering the characteristics of a local culture to avoid any misunderstandings due to cultural
differences, and maximize the positive impact of the TV advertisement initiatives.
• Cinemas:
Advertisements of coca cola in cinemas are done in double conducts. The advertisements are
played on before the movie starts and when the movie ends for the selected movies. And the
drink is also seen in the movie, for increasing the efficiency. This is how it is widely advertised
through product placements (by the leading roles) in movies shown in cinemas.
 • Radios:
Another highly efficient way of advertisements is through radios. Though the advertisements
only last for a little time but still it is highly efficient for The Coca-Cola media company. This
further increases the level of brand consciousness and the faithfulness of customers.
• Posters and billboards:
The integral part of Coca-Cola media promotions consists of Posters and Billboards. The main
target area of Billboards by Coca-Cola are mainly the city centers around the globe along with
highways and some rural areas. Besides Billboards, the use of Posters is also an important part
which are generally displayed at the local transport, shops and cafes.

Company’s global marketing success

In both product sales and marketing, Coca-Cola has been a leader throughout. It has been the
most recognisable brand in this whole wide world. The subsequent are few of the means which
made them a successful one.

• Simplicity:

The Company not ever drifted from its eternal and basic standards though it changed to a global
market in a very less time. Consistency is another factor which played a vital role through a
large time period of marketing campaigns. They gave us a one strong message “Pleasure”. It
also consisted of modest mottos such as “Happiness” and “Enjoy” which not ever got out of
stylishness and translated simply around the world.
• Personalization:

The Coca-Cola Company always tries to have a good contact with all its customers on a
personal or a localized level despite being a global icon which is a great thing. A campaign
named as “Share a Coke” started in Australia which nowadays magnificently extended to about
fifty states. The perfect example of Coca-Cola’s positioning strategy to a global market
includes their offers which are based on customized bottles according to different areas, regions
or culture, they also printed the most popular names of each region on their bottles and cans
instead of company’s moniker.
• Socialization:

Social media plays an important part in building a connection between a consumer and the
product and that is why social medias has become as the fastest growing strategy for marketing
worldwide just by using a single cost-effective platform. So “Share a Coke” campaign based
on social networks to successfully engage consumers in sharing their experiences with others
promptly.
• Experience:

Coke’s emphasis is more on brand than the product and this is the main reason of them
introducing their variation in packaging and designs that solely based on the region they are
targeting which is the part of their global marketing plan. Coke just not emphasis on selling
their products only but they also want their customers to experience the lifestyle that is
associated with the brand. So, coke is not just a regular drink in a bottle rather it is selling
“Happiness” in a bottle to be experienced by their customers.

Task 4
Approach of the Coca-Cola company
The values like genuineness, brilliance, helpful for the individuals, acting as one, engaging
through the clients are the most vital thing to The Coca-Cola company.
These values should be deeply felt, acted with integrity and the things which are right for the
people should be done, not what seems easy. The company strives to astound with thirst and
swiftness and take personal contacts with people which develops a natural curiosity to learn.
They believe in people, invest and empower them. They also believe in the power of working
together and make customers their utmost importance. Individuals play a important part in the
maintainable development of the company. Therefore, the company is dedicated to employing,
emerging and engaging aptitude and cheering a high-performance attitude across the business.
What makes an industry leader?

Developing human connections, creating branded experiences, remaining innovative while

remaining right to simple values are all international advertising techniques that have donated
to coca cola place as a business spearhead, even after 125 years.