PRODUCT

According to Nielson data, Coca-Cola was the number one brand in the soft drink, juice, and bottled
water market in 2010. From the main product being carbonated drinks, Coca-Cola is now has diversified
products with many designs, colors and flavors such as Fanta, Maaza, Limca, sprite, Thums Up, Minute
Maid, Nimbu Fresh or Nested Iced Tea. These are all Coca-Cola beverage brands in more than 200
countries and territories around the world.

The company has continuously researched and developed many new products such as Joy bottled water,
Samurai energy drink, Sunfill fruit powder, and added many new flavors to traditional products to meet
the tastes and needs of consumers. Vietnamese tastes like Fanta Lemon, Fanta Strawberry.

In 2016, Coca launched sugar-free Coke to compete directly with Pepsi, and at the same time meet the
growing trend of consumers using low-sugar drinks to avoid obesity and sugar-related diseases. Serious.

Even though it has been present in the Vietnamese market for over 20 years, Coca Cola is still on the
path of rapid development and shows no signs of decline in both revenue and profit.

Coca Cola’s packaging is constantly improved to help prolong the product’s life cycle to give customers a
new, eye-catching, optimistic and more convenient feeling when using. During every Tet holiday, Coca-
Cola uses the image of a “swallow” to signal the arrival of spring, creating a good impression on
consumers, helping the product add value, making it very suitable for giving as a Tet gift.

In general, in product strategy, Coca-Cola has expanded its current product portfolio by increasing the
depth of a product line and increasing the number of product lines, positioning products suitable for
each specific market. Especially the Asian and Vietnamese markets, and Coca-Cola knows how to exploit
its brand to compete in the “huge” beverage market.

PROMOTION

Communication is the most special strategy in Coca Cola’s marketing strategy. Through Coca Cola’s
diverse marketing campaigns, the brand has created a consumer demand in the market by combining
lifestyle with daily behavior.

Therefore, you can easily see a Coca-Cola advertisement for individuals on special occasions or when
Coca-Cola wants to convey a good message to the whole society.

Coca-Cola uses its Corporate Social Responsibility (CSR) as an advertising tool, tapping into the emotions
and thoughts of customers. For example, Coca-Cola’s “Support my school” campaign cooperated with
NDTV – a large television channel in India, with many famous Indian brand.

Thanks to the campaign, Coca-Cola products have received larger discounts than usual in this country
along with a number of other distribution and advertising privileges.

Coca-Cola is one of the few companies that spends an amount of money equivalent to production costs
to polish its brand name right from its inception. Coca-Cola Vietnam Company once launched a
nationwide promotion program for active young people: “Open the lid, Get a pair – Win a lifetime” to
attract target customers who are young people.
The difference between this program and regular promotions is that the main spirit of “Share the joy” is
for a group of friends rather than an individual. The “Happiness Factory: Inspiring optimism to
consumers” campaign offers nearly one million product samples to try for consumers in big cities such as
Hanoi, Ho Chi Minh and Can Tho.

Understanding consumer psychology, Coca-Cola does not forget that promotional activities are one of
the best tools to promote the product’s image. Using promotions not only helps the company’s sales
increase, but it also demonstrates the value the company brings to its customers.

PRICE

Price is the amount the customer pays for the product. Price is very important because it will determine
the company’s profits and subsequently its survival. Price adjustments have a profound impact on
marketing strategies, and depending on the price elasticity of the product, it will often affect demand as
well as sales. Marketers should set a price that compensates for other elements in the marketing mix.

Thanks to product diversity, Coca-Cola’s pricing strategy is adjusted appropriately for each market
segment and geography. Each Coca-Cola brand has a different pricing strategy.

This Coca Cola marketing strategy is based on identifying Coca Cola’s competitors, in which Pepsi is the
biggest direct competitor of the Coke brand. The beverage market is quite monopolistic (the number of
sellers is very small), so companies will sign a contract with each other to create a balance in product
prices.

Coca-Cola products are priced by looking at the buyer’s perception of value, not the seller’s cost.

Coca Cola’s marketing mix strategy:

Coca Cola has pursued the 3P and 3A pricing strategy to gain advantage and serve Coca Cola’s target
customers and consumers best.

3P Strategy:

Price to value (from price to value): consumers not only have the ability to buy Coca Cola but also get
benefits from the product.

Pervasiveness: consumers can buy Coca-Cola everywhere

Preference: makes consumers not only love the product but also ensures that Coca is the first choice
when they look for a beverage

Strategy 3A:

Affordability: Coca Cola’s selling price is guaranteed to be suitable for all audiences, anyone can buy it.

Availability: consumers must be able to buy Coca-Cola whenever and wherever

Acceptability: Coca Cola must make customers love and accept the product and feel happy when using
the product.
In addition to setting relatively low prices to penetrate the market, Coca also sets discount prices and
adjusts prices to reward customers who pay ahead of time and buy products in large quantities. In
addition, Coca-Cola also uses a price differentiation strategy according to each product type

PLACE

Coca-Cola is the most loved brand and is available almost everywhere in the world. Coca-Cola’s
distribution systems all follow the fast-moving consumer goods (FMCG) distribution model.

Coke’s efficient distribution network has almost wiped out small and medium-sized points of sale in the
market. In India, Coca-Cola has “conquered” the rural market by widely distributing and gradually losing
market share of Bovonto, Kalimark, etc.

In Vietnam, Coca-Cola beverage products are produced at 3 bottling factories in Ho Chi Minh City, Hanoi,
and Da Nang. At the same time, Coca-Cola’s distribution network is nationwide, from big cities to rural
areas, from general agents to small stores, present at retail locations nationwide, cafes, beverage shops
or restaurants, eateries, etc. Coca-Cola attracts small distribution points by providing financial support,
store decoration, giving away umbrellas, etc.