Coca-cola Marketing Strategy 4ps

1. BY
ANUNAY SINHA
MBA
0161MBA132

2. • Coca-Cola is the most popular and biggest-selling soft drink in
history.
• Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton.
• In 1899, The Coca-Cola Company began franchised bottling
operations in the United States and in 1906 bottling operations
for Coca-Cola began to expand internationally.
• It is an American multinational beverage corporation, and
manufacturer, retailer, and marketer of nonalcoholic beverage
concentrates and syrups.
• 31 March 2017, revenue stood at Rs9,472 cr for Hindustan Coca-
Cola Beverages Pvt. Ltd

3. • Coca Cola has Global reach with presence in over 200 countries.
• More than 500 brands on offer.
• Coca Cola has employee strength of around 1,50,000 people
globally .
• Strong financial condition.
• Effective and efficient packaging technique giving emphasis on
recycling and reusing
• Strong brand recall of all Coca Cola products through advertising
and marketing by associating with celebrity brand ambassadors
• Coca Cola has long association with international sports events,
sponsorships etc.

4. • Coca Cola product strategy in its marketing mix can be studied by
understanding its wide product range. The following products are offered by
Coca Cola globally:
– Coca Cola
– Thumb-up
– Sprite
– Fanta
– Diet Coke
– Coca Cola Zero
– Minute Maid
– Ciel
Coca Cola products are sold in various packaging and sizes. For
example, its core product Coke is sold in 200ml, 500ml, 1ltr, 1.5ltt
and 2ltr bottles in cans, glass and plastic bottles.

5. • Price:
– Coca Cola follows a 2nd degree price discrimination strategy in its
marketing mix.
– In the sense they charge different prices for products in different
segments.
• Place:
– Operating in more than 200 countries worldwide, it has developed
excessive distribution network.
– Coca Cola has developed its distribution network all over the world. It
follows two types of distribution strategy:
• Direct selling: In this method, Coca Cola supply various products to
retailers. These retailers may be retail stores, restaurants, cinema
halls etc.
• Indirect selling: Coca Cola gets into partnership with various
distributor agencies.

6. • Promotion:
Coca Cola sets the bench mark for advertising and branding. The
promotional strategy of Coca Cola focuses on aggressive marketing
through ad campaigns using media like TV, online ads, print media,
sponsorship.
– Major sponsorship events like American Idol, BET Network,
NASCAR, NBA, NCAA, Olympic Games, FIFA world cup etc.
– Coca Cola also launches TV advertisements in various national
languages across the globe.
– In India in March 2016, Coca Cola launched “Taste the Feeling”
Campaign which seeks out to remind its customers about the joyous
and happy moments Coke brings to their lives.
– Special incentives are given to the distributors and retailers for
pushing Coke products. Retailers are given refrigerators and Coca
Cola hoardings for advertising the brand.
– At supermarkets, special emphasis is given on the shelf spaces to
generate more visibility of its products.
– Coca Cola also engages in various CSR activities to help support
environmental and social issues across the globe.