coca cola soft drink

Coca-Cola was later acquired by businessman Asa Griggs Candler, who brought Coca-Cola to the forefront of the carbonated soft drink market in the late twentieth century.. The distributio

MINISTRY OF EDUCATION AND TRAINING

FPT UNIVERSITY

Coca Cola - Soft Drink

Teacher: Vo Thi Minh Phuong

Name of student: Pham Thi Phuong Mai

Subject: Fundamentals of marketing_ MKT101

Number of student: SS171305

Class: IB703

Ho Chi Minh City, 2022

TABLE OF CONTENTS

Introduction 3

Brand Position 4

Marketing Mix (4p) 4

Target Market Analysis 7

Segment9s characters 8

Brand Extension and Product Strategy 9

Brand Extension 9

Product Strategy 10

Positioning Strategy 10

Competitor 12

Marketing Mix 12

Reference 14

INTRODUCTION Coca-Cola is a carbonated soft drinks brand that is produced by a company of Coca-Cola in Atlanta, Georgia Coca-Cola is distributed worldwide, with the exception of Cuba and North Korea

In the late 19th century, Coca-Cola was invented by pharmacist John Pemberton to become a medicinal remedy for ailments including heartburn, nausea, and headaches Coca-Cola was later acquired by businessman Asa Griggs Candler, who brought Coca-Cola to the forefront of the carbonated soft drink market in the late twentieth century Coca's name is derived from the two basic ingredients of this water: Cola nut and coca leaf, which is one of the sources of caffeine Coca-Cola only announced the simple company that makes this product, leaving the more complicated and secret formula called 7X hidden

The distribution of Coca-Cola users globally, below is the figure showing the distribution of Coca-Cola:

Among the range of carbonated soft drinks, Coca-Cola has almost the entire market share in the carbonated water market, below is a chart of the market share of Coca-Cola in 2015:

Brand Position :

- Coca-Cola is a beverage, so they aim to bring joy to customers through their products

In addition, they also want to bring happiness and wonderful moments to customers with friends, and family

Marketing Mix (4p):

- Product :

+ Over the past 2 decades, Coca-Cola has researched and launched new and extremely diverse products, giving buyers a variety of choices and suitable for themselves According to the recent market entry of Coca-Cola, the following items are popular around the world:

1 Coca-Cola

2 Coca-Cola Cherry

3 Vanilla Coke

4 Mexican Coke

5 Coca-Cola Black Cherry

6 Coke-Lime

7 Coke-Zero

8 Coca-Cola Black Cherry Vanilla

9 Coca-Cola Raspberry

10 Coca-Cola with Lemon

11 Coca-Cola Cinnamon

12 Coke Cherry Zero

13 Coca-Cola Orange

14 Diet Coke

15 Coca-Cola Life

16 Diet Coke Strawberry Guava

17 Diet Coke Feisty Cherry

18 Coca Cola No Sugar

19 Coca-Cola Winter Spiced Cranberry

20 Diet Coke Zesty Blood Orange

21 Diet Coke With Cherry

22 Diet Coke Twisted Mango

23 Caffeine-Free Coca-Cola

24 Coca-Cola Blak

25 Diet Coke Lime

26 New Coke

27 Diet Coke Ginger Lime

28 Coke Zero Lime

29 Coca-Cola Citra

30 &&&

- Price:

+ Based on many different factors, most importantly product consumption, coca cola has different prices for its customers For example, with new markets, coca cola enters, they lower the price of the product, and when they gain a position

in that market, they're-price the product in an appropriate way

- Promotion:

+ In the fiercely competitive carbonated soft drink market, Coca-Cola has invested a lot in their advertising such as investing in important events (FIFA World Cup, NBA, ), TV channels communication and most importantly, social media, through which it is possible to connect more closely with consumers

- Place:

+ Coca-Cola is one of the major carbonated soft drinks brands globally So they have a very large distribution system, we can see going to convenience stores, grocery stores, restaurants, fast food chains, and especially supermarkets, it is impossible not to see Coca-Cola

I Target Market Analysis :

- Persona 1 : Alex Herron

+ Age : 24

+ Marital status: Marriage ( pregnant)

+ Occupation : Actor

+ Education : College

- Persona : An Kang

+ Age: 35

+ Marital status: Marriage

+ Occupation : CEO of company media

+ Education: College

- Persona 3 : Tom Holland

+ Age : 50

+ Marital status : Single

+ Occupation : Residence

+ Education: College

Persona

The fit of the segment

with the brand9s

identity/positioning

Size and growth Structural attractiveness

Alex Herron In line with the criteria

of Coca Cola,

completely in line with

the brand's goals

(Suitable)

As an actress, maybe she can promote her products more widely

As an actor, he is very outgoing and easy to communicate with

An Kang Relatively suitable,

not as accessible as

persona 1, but still have

a reason to buy the

product

Married period, so they will also find useful products for their wives during pregnancy will be willing to pay

Being a family husband is approachable in terms of giving advice

Tom Holland Not suitable, hard to

approach due to being

single

Single living, no wife and children,

no main reason to buy products

It is difficult to communicate because there is no purpose to buy the product

II Segment9s characters :

- Regularly exercise to maintain a suitable weight and easy to give birth

+ Income: Wide range of income from low to medium and high

- Do not use unhealthy substances, For example, carbonated soft drinks, which are high

in caffeine, sugar, and gas

+ Gas : can make women give birth prematurely

+ Caffeine: The Australian and New Zealand Food Standards recommend that women consume no more than 200mg of caffeine per day Because if a day takes more than 200 mg of caffeine, it can double the risk of miscarriage for pregnant women

+ Sugar: Drinking a lot of sugar makes pregnant women more likely to have diabetes, leading to premature birth Because high blood sugar increases the risk

of early labor or is recommended by your doctor because the baby is already too big And more importantly, the baby may experience respiratory distress syndrome

- Eat right:

+ Fruits and vegetables (vitamins and fiber)

+ Whole grains (fiber, vitamins and other essential nutrients)

+ Calcium and vitamin D supplements

+ Protein

+ Limit your intake of salt, solid fats (butter, lard and fat), drinks and foods that contain a lot of sugar

- Behavioral Shopping:

+ Find reliable brands to buy to improve your health

+ Buy fresh food, not rancid

+ Buy things that are good for your children's health

- Pregnant women are often upset, so they need something to relieve that discomfort

III Brand Extension and Product Strategy:

1 Brand Extension :

Until now, Coca-Cola was a brand of carbonated soft drinks, loved by children and adults alike But besides that, Coca-Cola has not yet targeted pregnant women, who also love carbonated soft drinks, but because of the baby's health, it is hardly used during pregnancy So, with the mission of 'For Future', Baby Cola will bring a different feeling to young pregnant women

- Brand elements :

+ Brand name : Coca-Cola for Babies

+ Brand logo: Not much has changed in shape, just adding a small image on the side that is a pregnant woman holding a Coca-Cola bottle

+ Brand color : Red

+ Brand Slogan: <We care about you'

- Brand personality:

+ Happiness, there are moments to share with family, relatives, friends

2 Product Strategy:

pregnant customers tasty beverages that are beneficial to the consumer's health

10 calories/330ml, 0g sugar, and 6 mg sodium are all present in each can

Design: Beautiful pink images of children will be used to decorate the packaging The product reflects Coca- Cola9s mission

Baby-coke, pregnant women's Coke You can access Baby-coke.com by scanning the QR code on the bottle

IV Positioning Analysis:

- Product value:

+ Product hygiene and quality

+ Make pregnancy enjoyable for the expectant mother

+ Although a different flavor is offered to expectant mothers, the original coca flavor is guaranteed

- Unique Point:

+ Pregnant women can still taste the original coke flavor while drinking coke + Exclusive soft drinks for pregnant women

- Reason to believe:

+ Cost-effective, without endangering the health of expectant mothers + Prestigious goods from leading authorities on food research for expectant mothers

With Coca's focus on business: "For the future." The product will open up a world of new possibilities for today's mothers by lessening their craving for carbonated beverages without having any negative effects on their pregnancies

V Competitor :

- Although Pepsi and Coca Cola are two competitors, Pepsi is not aimed at mothers who are pregnant but still want soft drinks without affecting their babies

- Pepsi's market share is aimed at modern things, like young people, most of Pepsi's products have modern youthful images And Coca-Cola always brings products with the desire for customers to have a great time with family, friends and relatives They always want their products to make customers more attached to the people around them The image of coca cola seems more nostalgic than that of pepsi

- The coca cola market should develop in countries with a more loving attachment to each other That's one thing that brings the coca cola image closer to their customers

- The price of Coca-Cola and pepsi is not much different, but they do differ in the target customers they want to target Although looking, it can be seen that Pepsi and Coca Cola are two rival brands, but their image is completely different in the eyes of customers

VI Marketing Mix:

- Promotion :

+ More promotions when purchasing Coca-Cola, such as a Coca-Cola for Pregnancy, a free can of milk, and so on

+ Sponsoring programs on maternal nutrition,

- Place:

+ Supermarket on the counter for pregnant women

+ Shops for pregnant women

+ Sell on online sales sites

- Product :

+ For young mothers, quality is first in every product for themselves and their children Not only that, each desire also comes with additional benefits such as promotions, etc When selling, we can include forever advice such as buy one get one free, give a stuffed animal if you buy many bottles, etc

+ The packaging will be decorated with pictures of children in a lovely pink color The product speaks to the goal of Coca-Cola

- Price :

+ Coca-Cola is usually based on the customer's income The price is diverse, not picky about customers Depending on the product, there is a different price But

in general, there is still a variety of product prices suitable for all customers, from low to medium and high

REFERENCE

Eric Sprague (Jul 01, 2013) Coca-Cola Has A Bigger Distribution System And Higher Margins Than Competitors Available at:

https://seekingalpha.com/article/1528692-coca-cola-has-a-bigger-distribution-system-and-higher-margins-than-competitors ( July 05, 2022)

Statista Research Department ( Jan 21, 2015) : Soft drink market share worldwide

2015 avalaible at https://www.statista.com/statistics/387318/market-share-of-leading-carbonated-beverage-companies-worldwide/ ( July 05, 2022)

EdrawMind: Coca-Cola Marketing Mix (4Ps) Analysis available at

https://www.edrawmind.com/article/coca-cola-marketing-mix-analysis.html ( July 05, 2022)

Mbaskool: Coca Cola Marketing Strategy & Marketing Mix (4Ps) available at

https://www.mbaskool.com/marketing-mix/products/16786-coca-cola.html ( July 05, 2022)

M Rahman( June 11 2022) Marketing mix of Coca-Cola (4Ps of Coca-Cola Company) at https://howandwhat.net/marketing-mix-coca-cola-coca-cola-marketing-mix/ ( July 05, 2022)

Melike Bü_ra Topkaya (Nov 12 2016) Segmentation of coca cola at

https://prezi.com/j3nuefe63w_h/segmentation-of-coca-cola/ ( July 05, 2022)

Shanthiny Kanesan , Nurfatin Afiqah Binti Ismail , Komathy Krishnan(April 2018) Identifying Market Segments and Targets for Marketing Strategy Plan of Coca-Cola