(Tiểu luận) marketing group assignment mkt101 topic marketing campaigns of coca cola and proposed solution

Coca Cola -MKT-Gr1 - Coca Cola Marketing Principles (MKT101) Tieu luan MARKETING GROUP ASSIGNMENT MKT101 TOPIC: Marketing campaigns of Coca-Cola and proposed solution GROUP Class: IB1710 Members : Lý Thu Thảo HS170886 Nguyễn Quốc An HS173191 Trịnh Văn Lâm HS170983 Nguyễn Hồng Ngọc HS171227 Phạm Thị Thúy Lan HS170832 Vương Quý Dương HS170334 Tieu luan OUTLINE: I INTRODUCTION a An overview of Coca-Cola b The position in the market c The popularity II THE MARKETING MIX OF COCA-COLA (4P) ● Overview of the marketing strategy of Coca-Cola a Product b Price c Place d Promotion III SWOT OF COCA-COLA Coca-Cola’s strengths Coca-Cola’s weakness Coca-Cola’s Opportunity Coca-Cola’s Challenge IV THE SOLUTION V CONCLUSION VI REFERENCE 1 Tieu luan I INTRODUCTION: a Overview of The Company is an American multinational beverage corporation, best known as the producer of Coca-Cola The sugary drink was invented in 1886 by pharmacist John Stith Pemberton The Coca-Cola Company also manufactures, sells, and markets other non-alcoholic beverage concentrates and syrups, and alcoholic beverages At the time of its invention, the product contained cocaine from coca leaves and caffeine from kola nuts which together acted as a stimulant The coca and the kola are the source of the product name, and led to Coca-Cola's promotion as a "healthy tonic" The company largely produces syrup concentrate, which is then sold to various bottlers throughout the world b Position As a leading company in the field of manufacturing and trading carbonated soft drinks, despite facing the direct competitors - Pepsi, Coca-Cola still retains its influence Tieu luan c Popularity Coca-cola is a product that anyone knows, even though they have never tried once in their life, they must have heard of this brand at least 10 times or more About 94% of the world's population recognizes the red and white logo of Coca-Cola and "Coca-Cola" is the second most widely understood word in the US, just behind the word "OK" Because it is the first carbonated beverage brand and the earliest to the market, reaching the youngest customer group, Coca-Cola's coverage in Vietnam and international markets is extremely large II THE MARKETING MIX (4P) 4P is considered an effective marketing tool for expanding the market and promoting the brand For every business, the 4P strategy is the "magic wand" that helps businesses create and maintain revenue streams The more successful the 4P strategy, the more strength of the business is consolidated in the market ● Overview of the marketing strategy of Coca Cola - Focus on key markets, not invest in a spread and mass manner - Focus on building advertising strategies, and improving products to enhance their position and reputation in the traditional market - Huge investment in quality advertising contracts to bring a strong impact to customers Tieu luan - Increase product volume, tighten costs, promote investment efficiency and consider the traditional market as a development goal - Constantly competing with competitors in the same industry, especially Pepsi a Product: Coca-Cola has created a variety of product categories throughout the process of formation and development Currently, the brand offers more than 500 brands of carbonated water with more than 3,900 products From the main product of carbonated drink, now Coca-Cola has diversified products with many models, colors, and flavors such as Fanta, Maaza, Limca, sprite, Thums Up, Minute Maid, Nimbu Fresh, and Nested Ice Tea These are all beverage brands of Coca-Cola in more than 200 countries and territories around the world Some of the famous brands provided by Coca-Cola can be mentioned such as Sprite, Fanta, Diet Coke, Dasani, Del Valle, Osewalle, Fuze Tea, etc These product lines all have their own characteristics, creating variety and novelty of species Coca-Cola's core products are mainly in the form of plastic bottles, glass, or cans with a capacity of 200ml - 2l The company has constantly researched and developed many new products such as Joy bottled water, Samurai energy drink, and Sunfill fruit powder, and added many new flavors to traditional products to meet tastes In 2016, Coca launched a sugar-free Coke to compete directly with Pepsi, while responding to the increasing trend of consumers using low-sugar beverages to avoid obesity and sugar-related diseases are becoming serious Tieu luan Coca-Cola's packaging is constantly improving to help prolong the product's life cycle in order to give customers a new, eye-catching, optimistic and convenient feeling when using (Every Tet holiday, Coca-Cola uses the image of a "swallow" to signal the arrival of spring to create a good impression on consumers, helping to add value to the product, which is very suitable for gifts and Tet gifts.) Overall, in the product strategy, Coca-Cola has expanded its current product portfolio by increasing the depth of a product line and increasing the number of product lines, positioning products suitable for each market b Prices: Coca-Cola follows the principle of price discrimination This means that the brand will charge different prices for products belonging to different segments Each Coca-Cola brand has a different pricing strategy This Coca cola marketing strategy is based on the competitor format of Coca-Cola, in which Pepsi is the biggest direct competitor of the Coke brand So if Coca-Cola prices its product too high compared to Pepsi or vice versa in a particular segment, consumers may be converted Coca-Cola has pursued 3P and 3A pricing strategies to gain an advantage and best serve coca cola's target customers and consumers Tieu luan ● 3P strategy: Price to value (from price to value): consumers not only have the ability to buy coca cola but also get the benefits from the product Pervasiveness: consumers can buy coca-cola everywhere Preference: make consumers not only love the product but also ensure that Coca is the first choice when they look for soft drinks ● Strategy 3A: Affordability: Coca-Cola's selling price is guaranteed to be suitable for all audiences, anyone can afford it Availability: consumers must be able to buy Coca-Cola whenever and wherever Acceptability: Coca-Cola must make customers love and accept the product, feel happy when using the product Coca-Cola's differentiating strategy is to reduce the price when users buy a larger size product In addition to setting relatively low prices to penetrate the market, Coca-Cola also sets prices at a discount, adjusting prices to reward customers who pay ahead of time and buy products in bulk In addition, Coca-Cola also uses a strategy of price discrimination by product type c Places: Coca-Cola, which has been in business for more than 130 years and operates in more than 200 countries throughout the world, has thus amassed a massive distribution network Their place strategy is highlighted by their extensive distribution network The Coca-Cola company manufactures the beverage using its patented formula and distributes it to bottlers across the world Tieu luan The company itself controls the brands and is in charge of consumer brand marketing campaigns as well as manufacturing and selling concentrates, beverage bases, and syrups to bottling plants Their bottling partners then manufacture packages, merchandise, and distribute the finished branded beverages to their vending partners, who finally sell them to consumers Its products can be found in practically every retail shop and supermarket Coca-Cola products are sold at 2.5 million stores in India Their products are also distributed in a variety of hotels and restaurants around the world d Promotion: Coca-Cola is the gold standard in terms of advertising and branding Coca-Cola’s promotion strategy focuses on aggressive marketing through ad campaigns using media channels such as television, online commercials, print media, sponsorships, and so on Coca-Cola sponsors important events such as American Idol, BET Network, NASCAR, NBA, NCAA, Olympic Games, and FIFA World Cup, among others Tieu luan Coca-Cola also airs commercials on television in a variety of national languages around the world Coca-Cola started the