Critically evaluate coca colas

marketing activities.

Introduction.
This presentation is going to critically evaluate coca colas marketing
activities.
Marketing activities which will be covered are:

The current market environment of the company

The marketing segmentation and the positioning of the company
The marketing mix
How the company develops customers loyalty

ket Environment - The Main Competitors

Coca-Cola needs to keep a lead in the management
of their microenvironment by ensuring they
dominate the lead on competitors with their target
customers, suppliers and prices

They provide retail partners with more than

just the product itself. They pledge powerful
marketing support with signs, co-branding
and display units

Negative Press = Negative Effect on the Market Environment

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What is segmentation and Positioning?

Segmentation
Grouping
together
various
customers
with common
needs into
segments

Positioning
Arranging
for a
product to
occupy a
clear
distinctive
place in the

Marketing Segmentation of Coca-Cola

Demographic
Geographic
Age: Coca-Cola only target the teenagers and
WEATHER : Sell more drinks in countries with
adults introducing flavours like vanilla and cherry
warm climate

for teenagers with flavours like vanilla and cherry.

Enthnicity:They have different test for different
countries

Behavioural
Loyalty status: Well known brand all over
the world, coca cola say their brand is build
on trust to their customers
Usage rate:1.8 billion drinks are consumed
per day worldwide

Psychographic:
Life style: 'zero calories, real taste, reaching for
customers who are health conscious.
Social Class: Coca-Cola uses models as their
brand ambassador to advertise cans perhaps
implying that cans are luxury and targeting the
rich

Coca colas marketing mix the 4ps.

Product:
Widest portfolio
Over 3300 products
Most popular/biggest selling
soft drink
Best known

Price:

Wide range products

Different pricing strategy
Competition
Mutual balance

Coca colas marketing mix the 4ps.

Place:

Promotion:

Worldwide
Worlds most favourite brand
Over 200 countries
2 countries where it is not sold

Adopts advertising strategies

Associating with life style and
behaviour
Price discounts and allowances
advertisement

https://youtu.be/uuMGR5j
MKKs

So what if
every Coke
came with a
few extra
minutes of
happiness?

" Connecting
people
emotionally
to the
brand"

Thank you for listening any questions

please?

http://www.totalcustomer.org/2013/09/30/coca-cola
s-strategy-bring-brand-closer-consumers-coca-cola
-sharing/
Advert:
https://www.youtube.com/watch?v=72fRuE8vmo0
1.37
http://www.coca-colacompany.com/newsletter-signup/
https://www.cokecce.co.uk/news-and-events