Strategic Marketing Management Foundation of Strategic Marketing Management.
Marketing Management
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Transcript of Marketing Management
Michelle Hukill : Esther Jara : Joy Simon
Coca-Cola strategy
2013
Review :Where We Are.
Coca-Cola's Advantage vs Industry
Market Share
Mark
et G
row
th
High Low
Hig
hLow
Market Share
Mark
et G
row
th
High Low
Hig
hLow
Company : Coca-ColaCollaborators : Bottlers / Bottling AgreementsCustomers : Young AdultsCompetitors : Pepsi / Increased Competition Climate : Trends in the Economic
Environment
The Five C's
Competitive Advantage
Distribution
The Four P's Product: Classic Coca ColaPrice: $ 1. 58 Convenient Plastic BottlesPlace: Wholesalers, Vending Machines,
Retailers, WarehousesPromotion: Free Style machine, PR Events
Globalization
WHAT?Where We're Going.
Product : Product Adaptation / Innovation
Price : Penetration Strategy
Promotion
Brand Differentiation
Place
Cost Effective Channel Expansion
HOW?How We’re Getting There.
Tactics
Innovate Technological Systems
Increase Revenue through Promotional Sales
Lower Inventory Cost
Promotion
Win a trip to Vegas for you and a friend! Limited time only!
Promotion : Technology : Mobile App
1. 2.
3.
Get Coke from A to B
FASTER.
Distrib
utio
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