Universidad de Dagupan

Arellano Street, Dagupan City

School of Business and Accountancy

A Study and Analysis on the Success of Coca-Cola

Marketing Strategies
CHAPTER 1

Submitted by:
Group 9

Leader: Parayno, Marjorie E,

Assistant Leader: Manuel, Angela E.
Members:
Bravo, Hannah
Cajalne, Klyxzsemar
Ignacio, Coleen
Guarin, Aries
Narvasa, Denver E.
Raquiza, Micaela
Tamayo, Jelly Joy
Toledo, Eloisa Mae

Submitted to:
Dr. Rowena Z. Hurley
 THE PROBLEM AND ITS BACKGROUND

Introduction

Started in 1886, as a pharmaceutical company based in Atlanta, to the world's biggest soft
drinks producer. Coca-Cola with its rich history and tradition over a decade, exceptional marketing
mix, and 3500 product portfolio comprising more than 500 drinks such as Sprite, Thumbs Up,
Maaza, Minute Maid, and mineral water brands like Kinley. From the well-known "Coca-Cola" to
Vita in Africa and Kola in North and South America. With the presence in more than 200 nations
and average daily servings to 1.9 billion people, Coca-Cola has been recorded as the world's most
valuable brand with 94% of the global population Furthermore, 3.1% of all beverages consumed
are Coca-Cola products.

Because of a shift of the world's consumers to healthier and more natural products, Coca-
Cola declined in its annual sales over the past few decades. As of 2018, the consumption of Coca-
Cola has declined by 10% over a decade ago (Cutelo, 2018). The company recorded the U.S. $
37.266 billion net working pay in 2019, and U.S. $ 33.01 billion as of 2020 (Coca Cola
Organization, n.d). The company controls around 37% of the world's carbonated beverages market
(Conway, 2021).

Coca-Cola has made a conscious effort to reduce the sugar consumption by adding to its
portfolio products with natural attributes, fewer calories, and functional benefits such as organic
tea, coconut water, coffee, and many more as well as a change in decreasing the sizes of the bottles
and cans, packaging and price that matches the different servings. Coca-Cola also introduced diet
coke which follows a niche marketing strategy rather than a mass marketing strategy. Diet coke is
specifically made for those who are extremely health conscious but still take the advantage of a
fizzy drink in their diets.

The company strives to recognize on changing the products alongside with the changes in
the market. Coca-Cola has been serving the public over a hundred of years. The progressions in
the market situation gave the
chance to make and intact relationship with their retail customers who are only a click away from
their cravings. In this study, the researchers are trying to analyze the marketing strategies used by
Coca Cola that help it maintain its lead in the market. Making a perfect mix of marketing factors
Coca Cola has remained the market leader for the beverage industry.

Statement of the Problem

The purpose of this study is to describe the sales performance and marketing strategy of
the Coca-Cola Company.

More specifically it seeks to find the answer the following sub-problems.

1. How does Coca-Cola Company in Calasiao maintain its market position and market share
as top at the beverage industry.

2. What was the long-run strategy of Coca-Cola that made them attain international growth?

3. What are the alternative courses of action Coca-Cola dealing to solve the problem about
their products in terms of environmental analysis, public health issue etc.

Significance of the Study

Administrators. The results of the study could guide the Coca-Cola head and administrator to
encourage and motivate employees to improve the management system to satisfy the consumers
need.

Consumer. The output of the study could direct consumers to focus to gain a deeper understanding
of product awareness.

Future Entrepreneurs. The findings of this study will serve as their guide on strengthening their
entrepreneurial knowledge in marketing strategies when they put up their own businesses.

Future Franchisees. The output of this study will serve as the basis for the competitively run and
franchise business of Coca-Cola Company and maintain its good operations in terms of Marketing
Strategies.
Future Investors. The results of the study can help future investors to have a deeper perspective
on the marketing strategy of coca-cola. Through this study, they will attain easier and more
conducive ways to provide for the needs of the consumer. It will also attract future investors due
to the feasible marketing strategy that will make the company profitable.

Future Researchers. The results of the study could serve as a guide and basis for future
researchers to conduct study related to marketing strategy.

Managers. The findings of this study will serve as the basis on which marketing strategy is the
best to maintain and continue to improve and will not make the Coca-Cola Company lose its global
competitiveness.

Scope and Delimitation

The study focuses on an analysis of the success of Coca-Cola’s marketing strategy. The
data will be conducted at the Coca-Cola branch in Calasiao, Pangasinan. This study will give an
idea to other beverages company on what marketing strategies will be a great help for them to
succeed. This study will be done through a personal interview with the branch manager of the
company. Through their marketing strategies, the researchers will be able to know the success of
Coca-Cola.

This study is limited only to an analysis covering the success of the marketing strategies
applied to the company, the impact of these strategies, and how the strategies work.

Definition of Terms

Fizzy - (of a beverage) is defined as containing bubbles of gas; effervescent.

Carbonated- (of a soft drink) effervescent on account of containing dissolved carbon dioxide.

Niche- a specialized segment of the market for a particular kind of product or service.