A COCA COLA CASE STUDY - isdavincismcv.gov.it · 1886: The chemist John Pemberton invented a Coca...
Transcript of A COCA COLA CASE STUDY - isdavincismcv.gov.it · 1886: The chemist John Pemberton invented a Coca...
WHO AND WHAT IS
COCA COLA?
A soft dark color drink known all over the
world, favourite in the fast-food.
Its name comes from two of its ingredients:
coca leaves and kola nuts.
A BRIEF HISTORY… 1886: The chemist John Pemberton invented a Coca
Cola. He tried to sell it as a medicine
for headaches.
- Franck Mason Robinson created a
logos.
1888: Asa Candler bought a Coca cola
and decided to sell it, not as a medicine
but as a drink.
1892:Asa Candler founded
«The Coca Cola Company».
1920: Coca Cola became a real «business» managed by The Coca Cola Company newyorkese.
1997: Arrived in Italy.
NOWADAYS… Coca Cola employs over 136.600 employees
worldwide.
Today there are many kinds on the market:
Anyway the drink sector is highly competitive
and for Coa Cola to remain as market leader it
needs innovative marketing strategies.
►Marketing is the process by which a company canensure that its products and services match acustomer’s needs or expectations.
► A marketing strategy is characterized by the socalled Marketing Mix, usually known as the 4Ps ofmarketing.
►Its purpose is to assist a business to balance thesefour key factors to meet the needs of thecustomer.
THE MARKETING MIX
COCA COLA’S BALANCES THE 4 PS BY:
-Product-► offering a wide range of products and introducing new
products on the market.
-Price-► pricing its products to ensure that customers receive the
best possible for their money.
-Place-► ensuring its products are available wherever shoppers
are,from supermarkets to the internet.
-Promotion-► delivering exciting marketing communications.
►The marketing strategy of a company sets out
its overall objectives through a detailed plan.
For many businesses a key objective will be to
increase profits and gain market share.
THE MARKETING STRATEGY
COCA COLA’S KEY OBJECTIVE IS:
• To get its products into as many hauseholds as possible by providing new ways to make a positive impact on people.
-HOW-
• By undertaking detailed market research to understand and test market for customer preferences.
• By offering customers experiences to taste new products through innovative initiatives.
• A Coca Cola Tour was implemented on 23rd
March 2016 in Naples, where the
recognizable red vans roaming the city
offered free bottles of 1 liter to anyone who
requested it. People were then twitted to
leave feedback on their experience through
the use of social media channels.
RESULTS
• Both Twitter and Facebook enabled
Coca Cola to reach almost a million
people.
• The experience has had a huge
success.
PROMOTION
It is important to learn from the
marketing initiatives the company
carries out in order to improve future
strategies.
Coca Cola’s has learned the benefits
of utilizing social media, especially
when trying to reach a wider and
younger audience.
Getting the right product or service to the customer, at the right price, in the right place and at the right time is
fundamental to business success.
To remain as a market leader a business needs
to look at new ways of exciting customers in its products and services.
This case study has shown how Coca Cola’s is able to remain as market leader
through its implementation of groundbreaking marketing strategies
by learning from every campaign it undertakes
- through the use of social channels
generating opportunities to gain new customers and retain existing customrers.
At the end…