reports subject principles of marketing

UEH UNIVERSITY FACULTY OF INTERNATIONAL BUSINESS AND MARKETING  REPORTS SUBJECT : PRINCIPLES OF MARKETING Tutor : Huynh Phuoc Nghia Class code : 21C1PHI51002372 Student’s name : Lai Dang The Duy Grade – Class : K47 - MRC01 Student’s code : 31211022956 Birthday : 15/03/2003 Ho Chi Minh City , 2nd January 2022 TABLES OF CONTENTS A INTRODUCTION B DISCUSSION How mights social factors influencing consumer behavior affect Coca Cola? How Coca Cola address the problem of differentiating and positioning .6 Identify and discuss what communication channels does Coca Cola intergrates to deliver a clear, consistent and compelling message What is the advantages and disadvantages of multichannel distribution? 15 C CONCLUSION REFERENCES A INTRODUCTION Company On May 8, 1886, Coca-Cola, the product that has given the world its most famous taste, was founded in Atlanta, Georgia The Coca-Cola Company is the world's largest producer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, which are used to make over 500 different beverage brands Bottling and canning companies, distributors, fountain merchants, and wholesalers are all customers for its beverage concentrates and syrups Bottled and canned soft drinks, as well as concentrates, syrups, and not-ready-to-drink powder products, are among the Company's beverage offerings In addition, it manufactures and sells sports drinks, tea, and coffee Industry The non-alcoholic beverage sector includes carbonated soft drinks Regular and diet carbonated beverages, juice, bottled water, sports and energy drinks, and hot and iced coffee and tea are all produced in this industry The Coca-Cola Company, PepsiCo Inc., and Dr Pepper Snapple are the market leaders in this industry Markets Coca-Cola operates business segments in four geographic areas and two nongeographic ones:  North America: This is the flagship segment for the company This market has a value of $215 billion and more than 370 million consumers  Latin America: This market has more than 650 million consumers who span 39 different markets that contribute a value of about $72 billion  Europe, Middle East & Africa: Comprised of 130 different markets, this segment is valued at $220 billion, thanks to roughly 2.8 billion consumers  Asia-Pacific: This market has the most consumers, totaling billion A total of 32 markets contribute $280 billion in value  Bottling Investment Group (BIG): This group was formed in 2006 As noted above, this division is responsible for ensuring that bottling operations get the investments they need to succeed  Global Ventures (GV): The division was created in January 2019 to oversee acquisitions and to integrate brands into the company B DISCUSSION How might social factors influencing consumer behavior affect Coca Cola? 1.1 Lifestyle A consumer's lifestyle will impact his behavior and purchase decisions People nowadays are more likely to choose healthier solutions Sugary beverages are often regarded as a major cause to a variety of health problems, including obesity, type diabetes, and tooth decay According to studies, consuming a can of Coca-Cola might have negative consequences on the body within one hour (source:greenpeace.vn) Furthermore, today's users are concerned about the environment Despite claiming to be concerned about ocean plastics, Coca-Cola is concealing the extent of its plastic footprint and failing to take real steps to prevent its products from polluting our waters Many groups are asking for Coca-Cola to take on responsibility for ocean plastic pollution and promise to cut out the use of wasteful plastic packaging as soon as possible 1.2 Celebrities Famous people may have a huge say in whether or not a brand is supported or rejected However, they have a number of drawbacks that businesses should consider before creating an endorsement program This may be observed in the debate in EURO 2020 between Cristiano Ronaldo and Coca-Cola-the primary sponsor of EURO 2020 The 36-year-old Portugal captain is a fitness enthusiast and expressed his thoughts on the Coca-Cola bottle placed in front of him He moved the bottle out of sight of the cameras before saying in Portuguese, "Water," as if to encourage them to choose the natural option instead Coca-market Cola's value fell by $4 billion as a result 1.3 Family Buyer behavior is strongly influenced by the member of a family Each member of the family has an impact on the others For example, children like sugary drinks such as Coca-Cola, but their parents are aware that sugar is bad for them Parents can buy Coca-Cola for their children to make them happy, or they can select a healthier alternative It is determined by each parent's viewpoint How Coca Cola address the problem of differentiating and positioning 2.1 Coca Cola segmented a wide range of customer Coca-Cola is a well-known brand that is familiar to many people throughout the world Coca-Cola developed its business and established branches in five regions: North America, Latin America, Europe, Asia, Eurasia and the Middle East, and Africa Brands not directly market segments, but the segmentation process requires the use of an appropriate brand for each category in order to build a number of crucial value of consumers Coca-Cola favors segments based on four main criteria: 2.1.1 Geography Across the country, creep spread everywhere Coca-Cola Vietnam, for example, has attempted to popularize through a dense network from rural to urban regions, from plains to mountains, and from south to north, but has remained focused in heavily populated areas Coca-Cola products may be found at pubs, supermarkets, and grocery shops, as well as on the streets and in alleys 2.1.2 Demography It is about the demographic features of various groups: children, teenagers, middleaged individuals, and the elderly are all clients that Coca-Cola wishes to attract 2.1.3 Product type They have different types for everybody and every occasion The most popular types are Original Taste and Zero Sugar 2.1.4 Places of selling Coca Cola segments the markets on the basis of consumption of drinks For example, in cinemas and fast food chains, they sell concentrates for flexibility and quality when serving, but they also have the bottled versions for regular consumption 2.2 Brand image Sales are heavily influenced by brand image Coca Cola have built their image on a universal value, happiness with the privilege to be known all around the world Coca does not offer a drink in a bottle; rather, it sells "happy" in a bottle Consumers view the brand as a part of their everyday lives and lifestyle Coke is a global product that people seek out for its flavor, which provides them with pleasure and refreshment According to a recent Coca-Cola annual report, "Coca-Cola" is the world's second most recognizable term after "OK." Identify and discuss what communication channels does Coca Cola intergrates to deliver a clear, consistent and compelling message Coca-Cola marketing have been among the most numerous in market history Throughout its 130-year history,Coca Cola's advertising campaigns have had a significant effect on culture and society Coca Cola's media components include print commercials, television adverts, and banner ads Direct marketing, sales promotion, web based interactivity, and social media marketing are utilized as part of a marketing mix 3.1 Advertising Advertising is defined as any paid type of non-personal communication about a company, product, service, or concept by a specific sponsor Coca-Cola promotes its goods under the notion of aggressive advertising As a result, advertising is the most significant marketing technique for the corporation because it must appeal to large customer markets (Coca Cola’s slogans from 1886 to 2011) Slogans are a simple and clear means of communicating about Coca-Cola Coca-Cola advertising slogans have represented not just the brand, but also the times over the years "Taste the Feeling," one of the slogans, expresses the concept that drinking CocaCola is a simple pleasure that elevates daily situations "The bigness of CocaCola is in the fact that it's a simple pleasure - thus the humbler we are, the greater we are." Coca Cola's platform for expanding its branding is television commercials Television advertisements are critical for them to reach the greatest number of potential clients Coca-Cola promoted one of its new campaigns, "Coke Zero," through television advertisements, which achieved enormous success and awareness among young people Outdoor advertising, Coca cola is very much conscious about their billboards and hoardings They have so many sites in different locations for their billboards (Coca-Cola revealed the world's first three-dimensional robotic billboard The 68-footby-42-foot sign is made up of 1,760 individually moving LED displays that are all timed to the advertisement on show.) (The Coke trucks have become Christmassy icons since they were launched on TV in 1995.) 3.2 Direct Marketing Direct marketing, like advertising, may be utilized in a variety of ways It certainly helps when the firm has partnerships with numerous theaters, restaurants, and worldwide corporations In fast food establishments such as McDonald's The Coca-Cola brand is the dominant accessible soft drink in the group, which entices people to purchase a drink from the brand 3.3 Social Media In the world of social media, Coca-marketing Cola's approach is unique In 2019, the overall state of play for FMCG brands on social media has shifted from a product-focused strategy to a content-driven one It creates unique material for messages, special occasions, and entertainment It usually create hashtags with great topic so numerous customers are really engaged with the brands Coca-Cola encourages its followers to communicate directly with the brand by implementing this technique, which is a wonderful method to boost brand loyalty 10 (Coca Cola popularize the “Share a Coke” campaign through Facebook,Twitter and Instagram) 11 (Coca Cola partnered with the famous Netflix’s series “Stranger Things” to create the 80’s version of Coke and post on social media ) 3.4 Public Relations Non-personal communications about an organization, product, service, or concept that are not directly paid for or conducted under stated sponsorship are referred to as publicity Public relations is described as "the management function that analyses public attitudes, defines an individual's and organization's policies and procedures of public interest, and executes a program of action to achieve public understanding and approval." (Coca Cola’s campaign to support the LGBT community) Coca-Cola invests significantly in sponsorship They support several sporting events, particularly the Olympics – one of the greatest sporting events in the world Since 1928, they have participated in every event together Public relations significantly built Coca Cola’s image, increased brand awareness, attracted new consumers, influenced positive attitudes and increased sales It enhances brand expansion to a large extent, and on average reminds consumers to purchase a product of Coca Cola Implementation of public relations is a major tool of IMC for Coca Cola Brand awareness and positive attitude is much higher with public relations than with other IMC tools 3.5 Personal Selling Coca-Cola employs a large number of salespeople, individuals who represent the firm through communicating, selling, servicing, and building connections with consumers These salespeople market their product to various clients within their territories, and once a customer is established, they sell and service their items to them several times every week In order to continue doing business with a customer, these people build strong connections with them 3.6 Sales Promotion Coca Cola's promotion is divided into two strategies: retail and food service Retail activities are focused on corporate collaborations, direct retail distribution, and point-of-sale (POS) approaches The reliance on exclusive business arrangements in which restaurants only serve Coca cola goods effectively reduces competition 13 ( A restaurants in Malaysia featuring Coca Cola) Direct store delivery is an important component in the value chain since it provides mobile advertising with bright red delivery vehicles adorned with the brand logo These point-of-sale displays feature brand-specific coolers for in-store sales as well as vending machines stocked with Coke goods Restaurant pairings, menu optimization, and speciality beverages include Coke products in food service operations Meals consisting of convenience meals such as hamburgers, hot dogs, French fries, and so on are frequently accompanied with the offer of Coke products as an extra (Point-of-sale displays can increase sale and also brand awareness) 14 What is the advantages and disadvantages of multichannel distribution? 4.1 Advantages Brands that provide a smooth purchasing experience generate a better overall customer experience, which can aid in the development of consumer loyalty They are viewed as being aware of their customers' wants, shopping patterns, and digital expertise Brands may differentiate themselves by convenience rather than cheaper prices with multi-channel distribution Because of the COVID-19 pandemic, retail purchases have reduced significantly, and customers have shifted to Internet purchases Coca-Cola has been able to grow its network of online meal takeaway agreements because to internet buying They also collaborated with food delivery companies, assisting them in increasing the value of each transaction by providing a beverage with every meal 4.2 Disadvantages This necessitates a large amount of money, work, and flexibility Technology and business structures enabling e-commerce in particular are very new and fast evolving, which is highly significant The company's size necessitates significant investment in R&D, production scale and competency, distribution networks, marketing capabilities, access to finance, and retailer partnerships C CONCLUSION Despite growing into a big worldwide company with a huge array of products, Coca-Cola has never diverted from its ageless and core beliefs CocaCola has been constant in expressing one powerful and successful message over decades and a diversity of marketing campaigns: enjoyment Enduring, uncomplicated phrases like "Enjoy" and "Happiness" never go out of style and simply translate over the world Making personal connections, keeping inventive while adhering to simple principles, and developing branded experiences are all global marketing methods that have helped Coca-Cola maintain its position as an industry leader 15 REFERENCES - Website: cocacolacompany.com - Website, investopedia.com, “How does coca cola makes money” - Website, econsultancy.com, “Three keys to Coca-Cola’s success on social media” - Book, Philip Kotler, “Principles of Marketing” 16 Plagiarism check 17 ... Direct marketing, sales promotion, web based interactivity, and social media marketing are utilized as part of a marketing mix 3.1 Advertising Advertising is defined as any paid type of non-personal... sponsor of EURO 2020 The 36-year-old Portugal captain is a fitness enthusiast and expressed his thoughts on the Coca-Cola bottle placed in front of him He moved the bottle out of sight of the... operations Meals consisting of convenience meals such as hamburgers, hot dogs, French fries, and so on are frequently accompanied with the offer of Coke products as an extra (Point -of- sale displays can