Slide 1- Title: Marketing Mix of Coca-Cola

Slide 2: Introduction

The Coca-Cola Company is an American multinational corporation. It serves as one of the

world's largest manufacturers, distributors and marketers of non-alcoholic beverages. The
company was founded in 1892 and is headquartered in Atlanta, Georgia. The company has a
strong presence in emerging markets and is continuing towards creating newer products to meet
consumers’ changing preferences. It has expanded its operations globally and currently it has
business operations in more than 200 countries. The Company is also known for its marketing
and advertising campaigns because of its creativeness and innovativeness. The company's iconic
logo and distinctive red and white packaging has made it the most recognized and valuable brand
in the world.
Slide 3: History

The company was initially established as the J.S. Pemberton Medicine Company and there were
two co-partners- Dr. John Stith Pemberton and Ed Holland. Then it become a stock company in
1884 and the name became Pemberton Chemical Company. Then John Pemberton created a
caramel-colored syrup for curing headaches and fatigue. Later he mixed the syrup with
carbonated water which was initially called the drink "Pemberton's French Wine Coca," and then
changed the name to "Coca-Cola." Coca-Cola quickly became popular, and in 1892, Pemberton
sold the rights to the drink to a group of Atlanta businessmen. The new owners formed The
Coca-Cola Company and began aggressively marketing the drink, with slogans such as
"Delicious and Refreshing" and "The Pause That Refreshes." The company faced challenges
along the way, such as the introduction of New Coke in 1985, which was widely disliked and
quickly replaced with the original formula.
Slide 4: Marketing Mix

The marketing mix refers to a framework that businesses use to create and implement effective
marketing strategies. It consists of 4 Ps. The 4 Ps are-

Product: Products are goods or services that a business offers to its customers to meet their needs
by considering the factors such as product design, features and packaging all contribute to the
overall appeal of a product.

Price: Proper pricing should be maintained that balances the cost of production, the perceived
value of the product, and the competitive landscape.

Place: Products should be available in right locations, at the right time through selection of the
appropriate channels such as retail shops, online marketplaces or direct sales.

Promotion: Every company must undertake to communicate the value of its products or services
to its target audience through advertising, sales promotions, public relations and personal selling.
Slide 5: Marketing Mix of Coca-Cola

Coca-Cola has highest brand equity around the world. The marketing mix followed by Coca-
Cola is a well-known example of an effective and successful marketing strategy. It also follows 4
Ps of marketing strategy for creating brand and larger market share.
Slide 6: Product

Though Coca-Cola has vastly diversified products, its flagship product is Coca-Cola. It has
around 3300 products which include Diet Coke, Sprite, Fanta, Minute Maid and Powerade etc.
These are also subdivided into different categories like diet category, water, energy drinks, tea,
coffee, 100% fruit drinks etc. Other than that, they have more than 500 other brands, including
Dasani, Honest Tea and Vitaminwater and many more.
Slide 7: Price

The company follows pricing strategy based on their market and geographical segment and that
is price discrimination, meaning charging of different prices for different product segments. They
have few sellers and large buyers which mean they maintain oligopoly beverage market. As the
company has strong brand image and perceived value of its products, it follows premium pricing
strategy by charging a higher price than many of its competitors. Besides Coca-Cola, Pepsi is
also another powerful brand. So, they try to maintain mutual balance by similar pricing
compared to Pepsi.
Slide 8: Place

Coca-Cola has a strong distribution network that ensures its products are available in almost
every corner of the world, in every retail shop and supermarket across the country. The company
works with bottling partners and distributors so that its products are easily accessible to
customers. After packaging, bottling partners sell the products to vendors and vendors then sell
products to final customers.
Slide 9: Promotion

Coca-Cola uses standard advertising and branding strategies. It uses aggressive marketing
through ad campaigns having iconic advertising campaigns, such as "Share a Coke" and "Taste
the Feeling." It sponsors major sporting events, music festivals and other events such as
American Idol, BET Network, Olympic Games, FIFA World Cup etc. to increase its brand
awareness and connect with customers. Besides, It uses CSR for attracting larger audience.
Current CSR activity is “Support my School” campaign. It allows price discounts to distributors,
retailers and customers to increase sales.
Slide 10: Conclusion and Recommendation

Coca-Cola maintains strong marketing strategy that is designed to create an emotive relationship
with consumers so that they can build a strong brand image. The company's focus on innovation,
diversification, and sustainability has helped it maintain its position as a leading global brand.

Recommendations

- The company should decrease production of carbonated drinks and increase production of non-
carbonated drinks for the sake of health concern.

- It should utilize emerging technologies compared to competitors to stand out as the best
beverage company globally.