ASM Individual [MKT101] – ĐH FPT – BRAND COCA-COLA

FPT UNIVERSITY- CAMPUS CAN THO

★★★★★

Individual Assignment [MKT101]

TOPIC: BRAND COCA-COLA

Student name: Trần Phương Linh

Code: CS170247

Class: IB1705

Phone: 0819160216

Email: linhtpcs170247@fpt.edu.vn

TABLE OF CONTENTS

I. Marketing strategy of Coca-Cola:

1. An overview of the Coca-Cola corporation.

2. Analysis of Coca-Cola marketing mix strategy.

II. What does this marketing situation relate to in which contents in principles of marketing course?

1. What is marketing mix?

2. What is the 4P in marketing?

3. Meaning of 4P strategy in marketing?

4. Advantages and disadvantages of 4P marketing model?

III. Marketing lessons we can learn from Coca-Cola:

1. Create viral content.

2. Content binding.

3. Enhance interactivity.

4. Creative non-stop.

I. Marketing strategy of Coca-Cola:

– Coca-Cola is a leading brand that designs, develops, manufactures and markets soft drinks worldwide. Coca-Cola products are popular and distributed in many countries. To get this success, a large part depends on a smart and creative marketing strategy.

1. An overview of the Coca-Cola corporation:

– Coca-Cola is probably a familiar brand name for everyone, especially for those who have a taste for soft drinks. The Atlanta, Georgia-based Coca-Cola Company, incorporated in Wilmington, Delaware, is a United States multinational beverage company-manufacturer, retailer, and promoter of non-alcoholic beverages and syrups.

– Historically, Coca-Cola was invented by pharmacist John Stith Pemberton, owner of a private laboratory and pharmacy with the original purpose of becoming a brand name drug. However, American businessman Asa Griggs Candler later bought the formula for this drink, and with clever marketing tactics, he made Coca-Cola one of the leading products in the water market carbonated sweets in the twentieth century.

– Since its establishment and headquarters in Atlanta, Georgia, Coca-Cola Group is currently operating in over 200 countries around the world. The Coca-Cola brand is always the top selling soft drink brand and everyone around the world loves it. Coca-Cola accounts for 3.1% of total beverage production worldwide. Among 33 famous non-alcoholic beverage brands in the world, Coca-Cola owns up to 15 brands. In 2007, Coca-Cola paid raw material suppliers $11 billion and wages for 73,000 workers nearly $4

billion. Production consumes 36 million liters of water, 6 billion J (Joule/Jun) of energy. There are about 1,2 million Coca-Cola product distributors, 2,4 million vending machines, $1.4 billion in taxes and $31.5 million in community investment.

2. Analysis of Coca-Cola marketing mix strategy:

– Like other companies, Coca-Cola bases its marketing strategy on the famous marketing mix of the “4Ps”: Product, Price, Promotion-Marketing, and Place.

2.1 Talking about the product:

– According to Nielson data, Coca-Cola is the brand with the highest number of products launched in the world. From its main product, which is a gas fish drink, today Coca Cola also launches many new products into the market including drinking water, non-alcoholic drinks and carbonated drinks. Enterprises create products with different designs and flavors to meet the needs and tastes of customers such as low-gas Coke, Sprite, Vanilla flavored Coke, Coke, juice, Fanta, Maaza, Limca, Nested Iced Tea…

– Regarding packaging and product design, each design and logo of Coca-Cola has a flexible and creative transformation. Coca-Cola is constantly improving the packaging and the design is more and more beautiful and convenient. While packaging can be adjusted over time, the Core Logo remains unchanged. And the way Coca-Cola uses its logo in its marketing strategy has made it imprinted in the minds of people around the world. With innovative, eye-catching products as well as compact, convenient and diverse designs, Coca-Cola has succeeded in attracting a large number of customers to use its products and increase the awareness of its products brand representation.

2.2 Talking about prices:

– Price is one of the things that customers care most about and at the same time it is also a very important part in determining the company’s profit.

– Coca-Cola is very diverse in products, so the product pricing is also very diverse for each segment, each market. Coca-Cola’s marketing strategy on price is about understanding customers and determining what their target customers’ needs are. The price is set based on the value perceived by the customer and the price of the products