Contents

I. Introduction of CocaCola 2
II. Success 3
Successful business idea 3
Legendary Coca Cola font 3
The goal is not just business 4
III. Build unique Content Marketing 4
IV. Coca Cola 3P Marketing Strategy Analysis 4

Product strategy 4
Price strategy 5
Place 5
 MARKETING SUCCESS ANALYSIS OF COCA-COLA

I. Introduction of Coca Cola

 In Viet Nam
 1960, The first time appeared in Vietnam
 In February 1994, Coca-Cola returned and started a long-term business process
 Number of employees: 900 people Head office: Thu Duc district - Ho Chi
Minh city
 More than $ 600,000 invested in Education and Community support activities.
 IN THE WORLD
 First appeared in 1886 Is a symbol of American culinary culture
 Currently present in more than 200 countries around the world
 Known by 98% of the world's population.
 Products of Coca-Cola Vietnam Company:
 Soft drinks: Coca-Cola, Fanta, Sprite ...
 Energy drinks: Samurai.
 Purified water: Joy is now replaced with a new product, Dasani.
 Target market
When Coca-Cola enters Vietnam, it still chooses a strategy to serve the entire
market. Coca-Cola conducts market segmentation mainly by geography, with
large cities with high population density and high frequency of use, including
the North (Hanoi), the Central (Da Nang), and the South. (HCMC) and by
demographics (mainly hitting young people - those with high demand). This is
Coca-Cola's target market.
 Target customer
Coca-Cola's target audience is everyone. That points to the mindset that Coca-
Cola is a product of the people, anyone can use
Coca-Cola's business strategy
"Focus on key markets, not spread investment and then get nothing in the
year."
That is the strategy that CoCa Cola, the world's largest soft drink maker,
always takes as the basis for its development goals.
II. Marketing strategy
What
In this strategy, coca cola has been successful in researching and evaluating
markets such as: cocacola understands which goods customers need to produce,
what to give to customers, ...
Why
Coca Cola captures the tastes of customers, understands what needs to be
done to attract more customers, strengths to promote and bad points to change
and upgrade products and customer care services.
When
You never know when a customer comes to buy from you. Therefore, you
must always be ready when the buyer needs it. When will they need to buy?
The answer is when they have a need, have time to buy and have money to pay.
Most importantly, you need to understand the needs of your customers at the
right time and come up with the right business strategy.
Where
Coca cola has provided its products in all areas, you can buy coca cola
products anywhere when you are thirsty.
Who
Coca Cola's target customers are all classes, everyone can buy and use coca
cola products.
How
Coca Cola has done a good job in defining its product, where to sell it, when
to launch it, ... It shows that pepsi is increasingly capturing the market, bringing
its product to they get closer to the customer.
Success
• Coca-Cola is the most popular soft drink brand in the world. Be real Made by
the Coca-Cola Company, it is widely sold in more than 200 countries and is
often referred to as simply Coke.
• Currently, the Coca Cola Group has been present in more than 200 countries
around the world and is one of the leading corporations in the world with a
 turnover of tens of billions of dollars per year. Since 1985, Coca Cola has
invested in Vietnam, but this brand has always maintained its leading position
in the beverage market with a distribution and sales system in more than
300,000 stores and agents nationwide.
Successful business idea
Originated with a unique, unique formula on the market . Coke was created from a
drug started by Pemberton in the 1870s. Then he added another popular drug - an
extract of the African kola seed. The product was so successful that Pemberton began
looking for new partners to help him meet the needs of the market. And so, Robinson
appeared. Not only did he take care of the advertising, but also persuaded Pemberton
to test a new product with a foundation extracted from kola seeds. From there, the
success story began.
Legendary Coca Cola font
Pemberton's accountant, Frank Mason Robinson, decided that the Coca-Cola logo
should be designed, because the legendary logo would distinguish the company from
its competitors. The company standardized the logo in 1923 and, like the recipe,
decided that while the packaging was adjustable over time, the main logo had yet to be
affected.
That business idea led to a logo that was more than 100 years old to mark the minds of
people around the world.
The goal is not just business
• Coca Cola wants to make positive changes and make living more and more
meaningful. Specifically, the mission that Coca Cola is constantly striving for
is as follows:
 To refresh the world
 To inspire moments of optimism and happiness
 To create value and make a difference
So instead of just focusing on sales, let's focus on delivering value to our users and
success will come.
 Result: The success of coca cola is proven by catching, wherever customers
can buy products, the distribution channels of coca cola spread across the
country. In addition, coca cola also cooperates with fried chicken brands to
bring their products to customers quickly.

III. Build unique Content Marketing

Development of social networks, users often tend to share and tweet unique and
interesting content, images, videos, thereby indirectly spreading the content.
Corporate branding. Foreseeing this mentality, coca cola uses social networks as a
great tool to create unique and innovative content, mini games to attract interest, like
and share from the user.
IV. COCA COLA 3P Marketing Strategy Analysis
Coca Cola is growing and holding an important position in the hearts of customers,
affirming its position as a leading beverage company today. To meet the needs of the
market, the company has had a process of building and changing business strategies,
specifically:
Product strategy
 Not only providing carbonated water products (branded as Coca Cola or Coke),
the company also offers customers other types of drinks such as: fruit juices,
sports energy drinks, mineral water, tea and some other types. Its products with
many models, colors and flavors such as: Fanta, Maaza, Limca, sprite, Thums
Up, Minute Maid, Nimbu Fresh or Nested Iced Tea, Joy bottled water, Samurai
energy drink, …
 Currently, to avoid obesity and sugar-related diseases, consumers are gradually
turning to sugar-free and low-sugar beverages to protect their health. Grasping
that psychology of users, the company has researched and immediately
 supplied the market with sugar-free and low-sugar soft drinks to meet their
needs.
Price strategy
• Price is a very important factor because it will determine the profitability and
growth of the company. Coca Cola always adjusts product prices to suit
consumers' income in each country. Each brand of Coca Cola has a different
pricing strategy. The beverage market is quite monopolistic (the number of
sellers is very small), so companies will sign a contract agreement to create a
balance of product prices.
• For example: In Vietnam and China markets, these are countries with low per
capita income, so Coca Cola's valuation is lower than the US and Japan
markets. When entering the Japanese market, the price of Coca-Cola was
equivalent to that of the US market because in Japan the per capita income of
the people was high.
Place
• For Coca Cola, the distribution systems follow the FMCG distribution model.
When entering the domestic market, the company did not build a completely
new distribution system but used the existing distribution channels and added
its own distributors.
• For example: In the Japanese market, Coca-Cola uses vending machines and at
the same time cooperates with supermarkets across the country to distribute its
products. In the Vietnamese market, Coca-Cola brings its products to all
provinces through an extensive distribution system including cafes, mobile
beverage trolleys and wholesale and retail distributors. .
 distributor
• Coca Cola's distributors are often business partners in the tobacco and alcohol
sectors, while others are state-owned distributors that have just been privatized.
private distribution.