INTRODUCTION TO MARKETING (MKT 410)

ASSIGNMENT TITLE:

MARKETING MANAGEMENT ORIENTATION

NAME OF COMPANY: COCA-COLA

TYPE OF BUSINESS: BEVERAGE COMPANY

PREPARED BY:

NUR SHUHADA BINTI KAMARUDIN (2022226616)

PREPARED FOR:

MR. RASLAN BIN NORDIN

SUBMISSION DATE:

5TH FEBRUARY 2023

MKT 410 INTRODUCTION TO MARKETING

1. TABLE OF CONTENT

CONTENTS
1. TABLE OF CONTENT.........................................................................................................1

2. ACKNOWLEDGEMENT.....................................................................................................2

3. INTRODUCTION..................................................................................................................3

4. PRODUCT OR SERVICES OFFERED..............................................................................4

5. MARKETING MANAGEMENT ORIENTATION...........................................................5

i. Production Concept.............................................................................................................5

ii. Product Concept...................................................................................................................6

iii. Marketing Concept..............................................................................................................7

iv. Selling Concept....................................................................................................................8

v. Social Marketing Concept...................................................................................................9

6. CONCLUSION.....................................................................................................................10

7. REFERENCES.....................................................................................................................11

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MKT 410 INTRODUCTION TO MARKETING

2. ACKNOWLEDGEMENT
First and foremost, I would like to praise and thank the Almighty God for giving me the
strength and because of His blessing, I finally managed to accomplish this assignment.
Without His blessing, I wouldn’t have gone this far. I always work hard to produce a good
assignment with my full commitment and responsibility.

Therefore, I would like to acknowledge with thanks to my lecturer Mr. Raslan Bin
Nordin because without his guide, my assignment cannot be done properly like this. He
always gives me supports and guide on how to do this assignment in purpose to produce a
good outcome. He inspired me greatly work in this assignment. I also like to thank him for
teaching us in this course.

Last but not least, I would like to express my thankfulness to University Technology
Mara (UiTM) for giving me opportunity to conduct this writing report assignment. Finally,
an honorable mention goes to my friends and respondents for the support to finishing this
assignment.

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MKT 410 INTRODUCTION TO MARKETING

3. INTRODUCTION

Figure 1: Coca-Cola Logo

Coca-Cola Company is the world’s largest non-alcoholic beverage company and a total
beverage company with products sold in more than 200 countries and territories. The origin of
Coca-Cola is on May 8, 1886, Dr. John Pemberton sold the first glass of Coca-Cola at Jacobs’
Pharmacy in downtown Atlanta. Serving nine drinks per day in its first year, Coca-Cola was new
refreshment in its beginning. The company has over 3000 beverages products and has about 500
brands in its portfolio these includes Coca-Cola/Diet Coke family.

The mission Coca-Cola is declaring the purpose as a company and serves as the standard
against action and decisions such as, to refresh the world, to inspire moments of optimism and
happiness and to create value and make a difference. While the Coca-Cola vision is to craft the
brands and choice of drinks that people love, to refresh them in body and spirit. And done in
ways that create a more sustainable business and better shared future that make difference in
people’s lives, communities and our planet.

The Coca-Cola brand has been adopted the strategy of global marketing. They are
considering the whole world as single marketplace and uniform marketing strategy was being
used Coca-Cola for many years. Coca-Cola Company has realized the present market status and
brand recognition through very effective marketing management strategies. Market orientation
has also contributed to the exemplary performance of this firm. Considering the company, a
commercial multinational corporation, Coca-Cola Company provides a suitable case for market
orientation analysis.

According to Kiera, Bearden, and Roth (2010), market orientation for subsidiaries of
multinational corporations positively correlates with local competition. It also links with local
market, legal institutions, and market orientation of the headquarters.

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MKT 410 INTRODUCTION TO MARKETING

4. PRODUCT OR SERVICES OFFERED

At the Coca-Cola Company, their market, manufacture, and sell beverage concentrates,
syrups, and finished beverages, including sparkling soft drinks, water, sports drinks, juice, dairy,
plant-based drinks, tea and coffee.

They make their branded beverage products available to consumers in more than 200
countries and territories through their network of independent bottling partners as well as
consolidated bottling and distribution operations who manufacture, package, merchandise, and
distribute the finished branded beverages to their customers and vending partners.

In Coca-Cola concentrate operations, both domestic and international, Coca-Cola

company sell beverage concentrates, sometimes referred to as “beverage bases”, syrups, and
certain finished beverages to authorized bottling partners.

Coca-Cola finished product operation consist primarily of consolidated bottling, sales and
distribution operations, such as selling sparkling soft drinks and a variety of other finished
beverages to retailers or to distributors and wholesalers who distribute them to retailers.

Depending on the product, Coca-Cola bottling partner combine their concentrates with
still or sparkling water, and/or sweeteners to prepare, package, sell and distribute the finished
beverages.

In 2021, these five bottling partners combined represented 41 percent of Coca-Cola

Company total unit case volume:

 Coca-Cola FEMSA, serving Latin America

 Coca-Cola Europacific Partners plc (CCEP), serving Western Europe, Australia, Pacific
and Indonesia
 Coca-Cola HBC AG (Coca-Cola Hellenic), serving Eastern Europe
 Arca Continental, serving Latin America and parts of North America
 Swire Beverages, serving Asia and parts of North America

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MKT 410 INTRODUCTION TO MARKETING

Figure 2: Coca-Cola products

5. MARKETING MANAGEMENT ORIENTATION

Marketing management and market orientation are vital aspects of marketing for any
given organization, whether non-profit or commercial. An organization intent on realizing its
main goals and objectives must have a keen marketing strategy. Both marketing management
and market orientation are driven by the marketing strategy. The combination of the two
optimizes the chances of a business succeeding in given venture.

The marketing management orientation can be defining as the process that helps in
identifying and selecting the appropriate strategies for managing customer relationships. Five
marketing management orientations are developed to strategize and build profitable relationships
with customers. They are, production concept, product concept, selling concept, marketing
concept and societal marketing concept.

i. Production Concept

For Coca-Cola Company production concept, their system operates through multiple
local channels. The primary way that their products reach the marketplace starts with Coca-Cola,
which manufactures and sells concentrates, beverage bases and syrups to bottling operations.
Coca-Cola bottler partners manufacture, package, merchandise and distribute final branded
beverages to their customers and vending partners, who then sell their products to consumer. The
Coca-Cola Company markets, manufactures and sells beverage concentrates and syrups and
finished beverages (including sparkling soft drinks; water and sports drink; juice, dairy and
plant-based drinks; and tea and coffee)

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MKT 410 INTRODUCTION TO MARKETING

In Coca-Cola concentrate operations, The Coca-Cola Company typically generates net

operating revenues by selling concentrates and syrups to authorized bottling partners. Their
bottling partners combine the concentrates with still and/or sparkling water, and/or sweeteners,
depending on the product, to prepare, package, sell and distribute finished beverages.

Figure 3: The contour bottle of Coca-Cola

ii. Product Concept

The Coca-Cola Company has many product brands, including Coca-Cola “Classic”.
Which is the original Coca-Cola beverage. Product mix of The Coca-Cola Company is all
beverages such as juice, iced tea and water, the product mix is in depth with the type of
beverages. The Coca-Cola Company has had a product modification, the beverage taste was
altered. For many years, the formula didn’t change until 1985 the formula with the amount of
sugar changed. It went well for the company. The Coca-Cola Company product line is Coca-
Cola Classic, Coca-Cola BCV (Black Cherry Vanilla), and Coca-Cola Cherry, Coca-Cola with
Lime, Coca-Cola C2 and Coca-Cola Blak.

The Coca-Cola Company has been known for their brand, brand name, brand mark and
brand loyalty. The brand mark of Coca-Cola is the red and white colors, but the famous shape of
the bottle. If given a picture of the red and white and the unique bottle shape without the brand
name, Coca-Cola, it would already be known to the audience as Coca-Cola.

Coca-Cola is a brand loyalty, the reason for being a specialty product, it is chosen over
other beverages. In 2012, the brand equity has raised 8% with an estimated 77.8 billion value.

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Figure 4: Coke Classic Figure 5: Coke Blak Figure 6: Coke C2

Figure 7: Coke Cherry Figure 8: Coke Lime Figure 9: Coke BCV

iii. Marketing Concept

Marketing concept aims at delivering better value than competitors through the provision
of high-quality services and products. Basically, Coca-Cola employs various marketing methods
aimed at ensuring that their selling tactics are both sustainable and manageable. For example,
Coca-Cola has been a regular sponsor of the world cup and international sporting events. By
marketing its products in international events, Coca-Cola is able to gain the attention of the
global audience. Further, the company markets its products and, in a manner, aimed at creating
lasting memories to its customers. Primarily, Coca-Cola products are marketed as products to be
consumed in social events in order to create lasting memories. Advertisements are typically done
featuring friends, a party, or a family ceremony. Evidently, these are events that any person can
connect with.
Coca-Cola aggressively markets its product lines through advertising across multiple
mediums and channels, including TV, online ads, sponsorship, etc. Coca-Cola’s sponsorship
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MKT 410 INTRODUCTION TO MARKETING

includes NASCAR, NBA, The Olympics, American Idol, etc. the mass brand awareness created
by these wide-reaching marketing and sponsorship campaign enables. Coke to maintain its
stranglehold on the beverage market.

Figure 10: Coca-Cola Advertising Figure 11: Coca-Cola Olympics sponsorship

iv. Selling Concept

Selling concept is based on the ideology that consumers prefer commodities that are
aggressively sold by their producers. In this case, the consumers are able to know of the
existence of the products, its quality, and taste. Coca-Cola is an aggressive seller of its products
through various promotion offers that it offers. Basically, it is common for Coca-Cola to offers
of offers such as having a free soda to some lucky winner.

Coke take advantage of the segmented demand approach. Coca-Cola is sold at various prices,
depending on different products. They get to increase their sales from selling product in different
sizes and at lower prices, since there is not much difference in the cost of making the goods.

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MKT 410 INTRODUCTION TO MARKETING

Figure 12: Coke offer to offer

v. Social Marketing Concept

Coca-Cola’s societal marketing concept efforts have proven to be good business for them.
Coca-Cola’s desire to be socially responsible has led the company to give over $126,000,000 in
2014 to initiatives such as active and healthy living, water stewardship programs, education,
women’s empowerment, humanitarian and disaster relief programs just to name a few.

Edhi Foundation has partnered with Coca-Cola Pakistan in a multi-faceted fundraising

campaign entitled “Bottle of Change” that Coca-Cola will devise and execute across the
country. A key feature of the campaign will be that Coca-Cola will double all donations received
during the campaign, up to a limit of Rs. 25 million. Apart from spending a very large sum on a
multi-dimensional publicity campaign for this great humanitarian institution. Coca-Cola has
engineered an innovative element in the campaign #BottleofChange by using its bottle to collect
donations. The people of Pakistan can collect donations in the Coca-Cola bottles.

Through its social initiatives, Coca-Cola goal is to have its brand been seen more favorably.

Figure 13: Bottle of Change campaign

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MKT 410 INTRODUCTION TO MARKETING

6. CONCLUSION

The concept of market orientation is not only vital in relation to marketing management,
but also in the overall performance of a business organization. A business organization aiming at
realizing marketing pretensions in the contemporary world needs to seriously consider and
incorporate market orientation concept in strategic marketing management plan.

As substantiated by Coca-Cola company case, a company can be market oriented but

only in line with one or two behavioral components of the concept. Effective market orientation
requires balancing of all the component of market orientation.

Coca-Cola is a global brand. People are having this product for more than 125 years. The
success they’ve now is because of the establishment that has created from hard work of more
than hundred years. And they success is the result of continuous effort on marketing activities,
economics of sale and successful supply chain operation. But they main key point of their
product is their marketing strategy. From the time of Candler & Robert to till now they have
adopted some of the finest marketing tool that set example of how market works they sown a
different direction in marketing and promotion and successfully set an standard which is barely
be touched. This excellence on marketing pushes here Coca-Cola today.

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7. REFERENCES

1. All Answers Ltd. (2022, December 18). Company background and overview of Coca
Cola. https://www.ukessays.com/essays/marketing/company-background-and-
overview-of-coca-cola-marketing-essay.php
2. Marketing Management and Market Orientation of Coca Cola Company - 3163
Words | Report Example. (2021, July 22). Free Essays.
https://ivypanda.com/essays/marketing-management-and-market-orientation-of-coca-
cola-company/
3. Neostrom. (2021, November 4). Societal Marketing Concept Explained with 3
Examples. https://neostrom.in/societal-marketing/
4. The Coca-Cola Company: Refresh the World. Make a Difference. (n.d.). The Coca-
Cola Company. https://www.coca-colacompany.com/

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