Coke Company Case Study

Introduction:

• The purpose of the report is for my marketing Ica.
• The background of the project is todescribe about coke marketing method and what type of segmentation did they use to become a successful company now.
• Personally, I would go to internet and find the research and analysis of the company using google.

Research of the brand coke:

• Coke company culture is the diversity of who we are, how we operate and how we see the future.

Our inclusive culture is defined by our seven core values: leadership, passion, integrity, collaboration, diversity, quality, and accountability. Our central promise at The Coca-Cola Company is to refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference. Two assets give us the opportunity to keep this promise – our people and our brand. The Coca-Cola Company leverages a worldwide team that is rich in diverse people, talent and ideas. As a global business, our ability to understand, embrace and operate in a multicultural world -- both in the marketplace and in the workplace -- is critical to our sustainability.Our diversity workplace strategy includes programs to attract, retain, and develop diverse talent; provide support systems for groups with diverse backgrounds; and educate all associates so that we master the skills to achieve sustainable growth. (Source from http://www.coca-colacompany.com/our-company/diversity/workplace-culture)

• Coke competitor

Coke being the world top non-alcoholic drink always face competition from its arch-rival who is ranked 2 in world and the owner of Pepsi. When coke take over mini mate orange and started producing fruit juice, Pepsi saw it and started to follow suit and produce fruit orange too but ultimately coke always stand on the top against Pepsi.

• Coke target market (This comment will not get you marks – You really think everyone drinks Coke? You need to get the answer for this section from the segmentation strategies below.)

Coke does not have a specific target market but mostly people who consume coke are youngster even though they do not made advertising main on youngster, but the brand has reach to them through the collaboration with company like cinemas and McDonald hence the main consumer is youngster as coke motto is to have fun and joy. Their targeting is not based on gender but research has shown that both male and female like coke equally respectively.

• Coke segmentation strategies

Coke uses the demographic segmentation and behavioural segmentation to split the market up. (How do you know that? Show evidence.)

Firstly, coke use the demographic segmentation to divide the market into age, familysize, gender and income, youngster like to drink coke more than people who areolder as they think that coke is fun and energizes to cope with their daily activities. Family can buy coke in different pack such as 500ml, 1L, 1.5L, 2L pack to suit their family size, male and female also buy coke differently as most male does not matter if the coke is healthy or not they just drink normal coke while female matter about the sugar input in the drink so coke introduced coke zero with zero sugar making the drink more healthier and more suitable for female to enjoy. People with different income also buy coke differently, for example people with alow level of income, the company has small returnable glass bottle, while the middle class ithas non-returnable bottle, and for people with a high level of income it has Coke tin. (This whole paragraph is just words; no facts; no supporting evidence; so no marks.)

In addition, coke use the behavioural segmentation to divide the group into occasion, benefits sought and user’s status. On the first hand, people buy coke during occasion such as Chinese New Year and some people buy coke to have fun and healthier. For example, consumer of Pepsi may choose to drink coke zero as it is healthier to drink. (Who told you this?)

• Coke consumer behaviour

Coca-Cola customers go to the nearest shop to buy coke using money, after buying they drink the coke to satisfy their thirst and taste bud, after drinking they may throw it into the bin or recycle it.

• Customer needs and wants

Coca-Cola consumer needs water to drink as they are thirsty and when they are thirsty they want to drink coke to satisfy their thirst and they love the taste hence they have the money to buy a coke which is a demand.

• Research on coke customer behaviour

Personally, I think that coke consumer behaviour is quite well as they have shown how consumer buy, how they use the product and how they dispose the product.

(I don’t understand what you are trying to say here. You put the title for this section as “Research” and you start the paragraph by saying Personally. This is not research.)

• Marketing orientation adopt by coke

Coke has adopted the societal marketing and marketing orientation. Firstly, you can see from the coke company vision that their vision is to create a great workplace for their worker to work in where they are inspired to do their best and they will nurture a winning network of customers and suppliers, together they create mutual, enduring value. Hence,be a responsible citizen that makes a difference by helping build and support sustainable communities. Therefore, coke has adopted the societal marketing orientation as it has meet the criteria of the orientation which is to look after the welfare of the customer and society when making profit.

Secondly, coke has produced many different flavour of coke to satisfy the needs and wants of coke consumer. For example when you are thirsty and want to buy a drink you could found coke almost at every shop you visit hence saving the customer time as coke has make partnerships and franchise with many company everywhere. When customer want to drink coke with ice cream flavour they could drink the vanilla coke and when customer wants to drink coke but scare that the sugar input in the coke would put on weight they could just drink coke zero a type of coke which is zero sugar input hence having the same taste making the drink healthier and satisfy the wants of the customer, they could also drink the caffeine coke where it will prevent drowsiness and improve the performance of the consumer. Therefore, coke also has adopted the marketing orientation as they have find what customer wants, satisfy their needs and follow the company goal.

• Product mix

(You must explain what you put in this table; table alone does not get marks because they need explanation. I suggest you get rid of this table because it shows that you don’t understand the Product Mix width, length etc.)

• Coke packaging and labelling

Coke has produced recycled plastic bottle using renewable plant as a packaging bottle for coke has reduced the carbon footprint of the “drink in your hand” by 25 percent by 2020. Since the material’s launch in 2009 through December 2014, more than 30 billion Plant Bottle packages have reached the market in nearly 40 countries resulting in more than 630,000 barrels of oil saved. Coke by doing this kind of marketing has resulted in more people buying coke as they think that by drinking soft drink we can play a part in saving the earth. (Source http://www.coca-colacompany.com/stories/our-progress-what-were-doing-and-how-were-doing-it)

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