BALMIKI LINCOLN COLLEGE

Under the affiliation of

Topic of Assignment
Coca-cola case study
Name of Student : Santosh Shrestha
Programme : BBA
Level : 5th Semester
Module : Marketing Management
Name of Supervisor : Mr. Dipankar Mainali
Co-ordinator : Mr. Kishor Basnet

1|Page
Table of Contents
1. What have been the key success factors for Coca-Cola?.................................................................... 1
2. Where is Coca-Cola vulnerable? What should they watch out for? ................................................... 2
3.What recommendation would you make to their senior marketing executives going forward? What
should they be sure to do with their marketing? ................................................................................... 3

2|Page
 1. What have been the key success factors for Coca-Cola?
Ans: The Coca-Cola is an American corporation and manufacturer ,retailer and marketer of
non-alcoholic beverage concentrates and syrups. The Coca -Cola Company is one of the largest
,most Successful and most widely recognized corporations in existence. Research shows that its
trademark is recognized by over 94% of the world population. There some key success factors
for Coca-Cola, however, we think that their key success factors are the Marketing strategy,
promotion and globalization.

Marketing Strategy:- In the age of Mass Marketing during the period 1800 to 1900, they could
reach millions of people through advertising. With the advancement of time during the age of
Information Technology, they used diversified tools of IT (Internet, Television etc) to reach
billions of people.

Target Market Country-wise: They had tie ups with different ad-agencies in different
countries where in they used variety of themes to showcase their advertisements. Depending
upon the variables like Climate, Taste and preference of the consumer etc different products
were promoted across different nations but they still managed to hold their Global Branding
across the globe.

Varied Promotional Schemes & Offers: Coca Cola keep coming up with variety of schemes,
gifts and offers for its customers. The best part of their promotion included Diaries, Calendars,
Clocks for the corporate and individuals which resulted in 24 X 7 advertising as these
promotional gifts were used by the customers in some form or the other. In this way they were
able to make their presence felt in the mind of the customers.

Effective Distribution System: Coca Cola is supposed to have one of the best Distribution
Network. They went on making many strategic partners and appointed Distributors, Dealers and
Sub-Dealers for various areas which made it easy for the company to penetrate into the markets
(both Urban & Rural) at a faster pace thereby enhancing its Networking System.

1|Page
2. Where is Coca-Cola vulnerable? What should they watch out for?

Ans. There is some vulnerability in Coca-Cola. The company's main vulnerabilities are

 Substantially lower marketing standards


 Lack of risk in attracting new audiences

 Discontinuation of effective marketing

For overcoming this vulnerability Coca-Cola can watch out following recommendation.

 Penetration of coke so that it appeals the bottom of the pyramid consumers.


 Celebrity endorsement is not the only strategy to promote. It’s very sensitive to
market of the celebrity.

 Come out innovative promotions that best fits the region

2|Page
3.What recommendation would you make to their senior marketing
executives going forward? What should they be sure to do with their
marketing?

Ans. A senior marketing executive have so many responsibility. Marketing executive has
to analyze marketing strategy and so many factors related to marketing. We can provide
some recommendation for the senior executive of marketing.
 Can analyze market through market growth, situation analysis, SWOT analysis
etc.

 Maintain existing customers and increase the number of new customers.
 By market penetration marketing executive can create new product and market.
 Handle the customer complaints.
 Explore branding scope in different media.
 Develop new ideas to generate new activations and revenue through use of
innovative media and programs.
From point of view the concept of marketing is maximize profit by satisfying the customers. So
the customer satisfaction is major point that Coca-Cola should make sure with their marketing.
Product quality is also an important point that Coca-Cola make sure to compete in the market
with the competitors. It also can develop new product to make success in the competitive market.
So these points have to be make sure by the Coca-Cola company when the do their marketing.

3|Page