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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 reports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketin g reports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principles.of.marketingreports.subject.principle s.of.marketing 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 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s.of.marketing 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 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s.of.marketing 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 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s.of.marketing 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 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s.of.marketing (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 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s.of.marketing (Coca Cola popularize the “Share a Coke” campaign through Facebook,Twitter and Instagram) 11 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s.of.marketing (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 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s.of.marketing 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 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s.of.marketing ( 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 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s.of.marketing 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 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s.of.marketing 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 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