可口可乐市场营销4P组合;CocaColaMarketingMix

可口可乐市场营销4P组合；Coca-ColaMarketingMix

Coca-Cola Marketing Mix: Product, Place, Price, Promotion Product:In order for an organization to be successful it needs to have a well-defined marketing mix. The marketing mix consists of the four P’s; product, place, price, promotion (Hair, Lamb, & McDaniel, 2006, p. 48). Product is defined as “everything, both favorable and unfavorable, that a person receives in exchange”(Hair, Lamb, & McDaniel, 2006, p. 48). The Coca-Cola Company’s products consist of beverage concentrates and syrups, with the main product being the finished beverages (Coca-Cola Datamonitor, 2007). Coca-Cola’s products can be viewed as both business and consumer products. Ultimately, the main goal of the Coca-Cola Company’s is to satisfy a consumer’s personal want, which is th e definition of consumer products (Hair, Lamb, & McDaniel, 2006, p. 248). The type of consumer product the Coca-Cola Company creates is convenience product. Convenience products normally require a wide distribution in order to sell sufficient quantities to meet profit goals (Hair, Lamb, & McDaniel, 2006, p. 285). In addition, the Coca-Cola Company often pays a certain amount to retail stores to resell their product. Therefore the Coca-Cola Company products can be considered a business product.The Coca-Cola Company has a fairly large product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, energy, and sports drinks (Coca-Cola Datamonitor, 2007). The Coca-Cola Company has increased its product mix width since 1960. This enabled theCoca-Cola Company to spread risk across many product lines rather than depend only on one and to help generate sales and boost profits within its organization (Hair, Lamb, & McDaniel, 2006, p. 287). The Coca-Cola Company also packages its products different sizes to appeal to certain consumers (Hair, Lamb, & McDaniel, 2006, p. 286). For example, Diet Coke is available in twelve-ounce or evensix-ounce cans and various plastic containers, ranging from two liters to twenty ounces (Coca-Cola Company, 2006).The Coca-Cola Company has increased its product mix by product line extensions as well as creating new products. The Coca-Cola Company has extended its product line by introducing a variety of drinks (“Will New Cokes”, 2006). These include Vanilla Coke, Cherry Coke, Cherry Vanilla Coke, Coke Plus and many more to attempt to meet the needs of all of its’ consumers. The Coca-Cola Company also increases its product mix and broadens its market by the innovation of new juice and sport drink products (Marcial, 2007). This fairly large product mix enables the Coca-Cola Company to satisfy the needs of their consumers’ thirst, whatever it may be. This type of product mix allows the Coca-Cola Company to achieve its mission statement in which it states that it wants to “refresh the world” (Coca-Cola Company, 2006).Place/Distribution:Another crucial part of the marketing mix is place and distribution of an organizations product. Place and distribution strategies are “concerned with makingproducts available when and where customers want them” (Hair, Lamb, & McDaniel, 2006, p. 48). The Coca-Cola Company states in its mission statement that it wants to offer its products to all consumers globally (Coca-Cola Company, 2006). The Coca-Cola Company uses intermediaries (i.e. retailers and distributors) instead of directly selling to distribute its products worldwide (Coca-Cola Datamonitor, 2007). The Coca-Cola Company also uses intensive distribution strategies to make sure their products can be available everywhere. One low profile type of retailing that the Coca-Cola Company does to increase its distribution of its product is the use of automatic vending machines. These can be found in a number of places, such as schools and concert venues (Hair, Lamb, & McDaniel, 2006, p. 411). Since their product is a convenience product, it requires a wide distribution in order to meet profit goals (Hair, Lamb, & McDaniel, 2006, p. 285).Recently the Coca-Cola Company has focused more on their global strategy to help them increase their growth. Much of this growth is coming out of Latin America, the BRIC, and West ern Europe (“Innovation, acquisitions”, 2007). Currently many Europeans are beginning to be more worried about their health, which has increased Coca-Cola’s Diet Coke and Coke Zero sales (Fuhrman, 2007). In addition, the Coca-Cola Company is in many other countries including India that are in the growth stage of the product life cycle (“Marketing: New products”, 2007).The Coca-Cola Company’s growth in these areas are caused by their improved marketing to consumers, better relationships with bottlers, th eir “live happily” campaign in 200 markets, and the launch of Coca-Cola Zero. They also launchedMinute Maid juice in India as well as China and Korea (“Marketing: New products”, 2007). Their innovation and introduction of new products as well as their “wi nning culture” has helped them begin to grow again worldwide.Price:Price of the product or service is another important part of the marking mix. Price is defined as “what a buyer must give up to obtain a product” (Hair, Lamb, & McDaniel, 2006, p. 49). Price is the quickest and most flexible element to change in the marketing mix. The prices of the Coca-Cola's Companies products vary according to the brand and the size in which they come in (Coca-Cola Company, 2006). The Coca-Cola Company's products are sold by a wide variety of distributors and retail stores, such as convenient stores and gas stations, as well as vending machines (Coca-Cola Datamonitor, 2007). The distributors and retail stores that the Coca-Cola Company deals with often implement their own pricing strategy (Coca-Cola Datamonitor, 2007). Gas stations and convenient stores usually sell Coca-Cola products at a fixed price. However, the retail outlets use a variety of pricing methods and strategies when selling Coca-Cola products (Coca-Cola Datamonitor, 2007). There is often competition pricing of the Coca-Cola products and prices are set around the same level as its competitors. In addition there are also psychological pricing strategies that are used to make consumers perceive that the products are cheaper than they really are.Promotion:The fourth aspect of the marketing mix is promotion of a product. The promotions role in the marketing mix is to “bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organizations product” (Hair, Lamb, & McDaniel, 2006, p. 49). Since the Coca-Cola Company operates on a global scale, their promotional strategy needs to consider the external environment in which their products are. These external environmental factors include culture, economic and technological development, political structure, demographic makeup and natural resources (Hair, Lamb, & McDaniel, 2006, p. 77). For example, the Coca-Cola Company promoted its new Coke Zero in Australia differently than it did in the United States because of the different external environmental factors associated with that segment (Alarcon, 2007). In addition, the Coca-Cola Company often has to adapt its advertisements in different cultures. For example, an ad in Singapore portraying teenagers careening down a store aisle on a grocery cart was perceived as too rebellious (Hair, Lamb, & McDaniel, 2006, p. 129). The ultimate goal of any promotion is to get someone to by a good or service. There are four main aspects of the promotional mix that integrate together to create a competitive advantage for an organization. The four aspects of the promotional mix are advertising, public relations, sales promotion, and personal selling (Hair, Lamb, & McDaniel, 2006, p. 411)The advertising part of the promotional mix allows the organization to reach the masses with its product. The Coca-Cola Company was built heavily on advertising and marketing investments. Today the Coca-Cola Company spends mostof its money on advertising that maintains the brands awareness (Hair, Lamb, & McDaniel, 2006, p. 468). Thus advertising is a main source in increasing consumer awareness. The Coca-Cola Company uses many forms of advertising, from TV advertisements to magazines and billboards (Steinberg & Vranica, 2004). One target segment that the Coca-Cola Company is having trouble trying to advertise to is the more outdoor, health conscious and environmentally friendly consumer (Steel, 2007). The advertisers are unsure how to advertise to them in a “green” fashion where the advertisement achieves its goals of persuading, informing, and remindingas well as being environmentally friendly.Public relations part of the promotional mix helps maintain an organizations image and educate consumers (Hair, Lamb, & McDaniel, 2006, p. 444). Many organizations hire outside professional help to deal with public relations within an organization. Public relations are “the element in the promot ional mix that evaluates public attitudes identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance” (Hair, Lamb, & McDaniel, 2006, p. 441). The type of public relations tools that the Coca-Cola Company uses widely are product placements and sponsorships (Steinberg & Vranica, 2004).The Coca-Cola Company often uses is a spokesperson to appeal to the younger more youthful (Hair, Lamb, & McDaniel, 2006, p. 163). An example of this can be seen in China where the Coca-Cola Company has increased advertising containing younger Chinese celebrities to help inform, persuade, and remind theirtarget segment (Flagg, 1999). The Coca-Cola Company also uses publicity to try and create a good company image. An example of this is when the Coca-Cola Company invested 60 million dollars in creating a recycling plant in South Carolina. By creating this plant the Coca-Cola Company hopes to help eliminate carbon dioxide emissions and recycle a mast majority of their plastic bottles (Truini, 2007). This effort in trying to help reduce the carbon dioxide emissions strengthens the Coca-Cola Company image of wanting to create value and make a difference everywhere they go.Personal selling allows the organization to build relationships with their consumers or other business associates (Hair, Lamb, & McDaniel, 2006, p. 444). Personal selling is defined as “direct communication between a sales representative and one or more prospective buyer” (Hair, Lamb, & McDaniel, 2006, p. 443). Personal selling in the Coca-Cola Company often is done in a business-to-business fashion. An example of this is seen when the Coca-Cola Company was trying to boost their sales in North America by forming alliances with Nestea to create coffee and tea drinks (McKay & Corderio, 2007). This demonstrates how the Coca-Cola Company uses personal selling in a business-to-business atmosphere to provide its’ consumers with a larger variety of products that can satisfy their need.The Coca-Cola Company also uses sales promotions to increase their effectiveness of their promotional efforts. The essence of sales promotion is to help stimulate a purchase (Hair, Lamb, & McDaniel, 2006, p. 444). Some examples ofsales promotions that the Coca-Cola Company uses are coupons and rebates and are used frequently because they are more likely to influence customers’ buying decision (Hair, Lamb, & McDaniel, 2006, p. 442). Another type of sales promotion that the Coca-Cola Company is currently using is their coke rewards points promotion. “My Coke Rewards” is customer loyalty marketing campaign from the Coca-Cola Company. Customers enter codes from specially marked packages of Coca-Cola products into a website. These codes are converted into virtual "points" which can in turn be redeemed for various prizes or sweepstakes entries (Coca-Cola Company, 2006). The ultimate goals and tasks of promotion mix are to inform, persuade, and remind the target audience.。

市场营销 4P营销组合-营销组合4p组合

4p产品Product从市场营销的角度来看，产品是指能够提供给市场被人们使用和消费并满足人们某种需要的任何东西，包括形产品、服务、人员、组织、观念或它们的组合价格Price是指顾客购买产品时的价格，包括折扣、支付期限等。

价格或价格决策，关系到企业的利润、成本补偿、以及是否有利于产品销售、促销等问题。

影响定价的主要因素有三个：需求、成本、竞争。

最高价格取决于市场需求，最低价格取决于该产品的成本费用，在最高价格和最低价格的幅度内，企业能把这种产品价格定多高则取决于竞争者同种产品的价格。

渠道Place所谓销售渠道是指在商品从生产企业流转到消费者手上的全过程中所经历的各个环节和推动力量之和。

Promotion促销是公司或机构用以向目标市场通报自己的产品、服务、形象和理念，说服和提醒他们对公司产品和机构本身信任、支持和注意的任何沟通形式。

广告、宣传推广、人员推销、销售促进是一个机构促销组合的四大要素。

4Ps营销理论实际上是从管理决策的角度来研究市场营销问题。

从管理决策的角度看，影响企业市场营销活动的各种因素(变数)可以分为两大类：一是企业不可控因素，即营销者本身不可控制的市场；营销环境，包括微观环境和宏观环境；二是可控因素，即营销者自己可以控制的产品、商标、品牌、价格、广告、渠道等等，而4Ps就是对各种可控因素的归纳：产品策略(Product Strategy),主要是指企业以向目标市场提供各种适合消费者需求的有形和无形产品的方式来实现其营销目标。

其中包括对同产品有关的品种、规格、式样、质量、包装、特色、商标、品牌以及各种服务措施等可控因素的组合和运用。

定价策略(Pricing Strategy)，主要是指企业以按照市场规律制定价格和变动价格等方式来实现其营销目标，其中包括对同定价有关的基本价格、折扣价格、津贴、付款期限、商业信用以及各种定价方法和定价技巧等可控因素的组合和运用。

分销策略(Placing Strategy)，主要是指企业以合理地选择分销渠道和组织商品实体流通的方式来实现其营销目标，其中包括对同分销有关的渠道复盖面、商品流转环节、中间商、网点设置以及储存运输等可控因素的组合和运用。

4ps与可口可乐

用4ps分析可口可乐
10722115 黄颖芳

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CONTENTS
1
产品（Product）策略
2
价格（Price）策略
3
分销渠道（Place）策略
4
促销（Promotion）策略
www,
产品（Product）策略
2.在广告的创意表现中，对代表中国文化的元素进行了充分的挖掘和运用1999年开始，在中国春节推出的贺岁广告“风车篇 ”；在2000年，可口可乐推出其广告新作“舞龙篇”，由于龙是中国传统的吉祥物，舞龙更是中国传统节日的庆典节目之一，因此广告一经播出，随即就受到了广大公众的好评； 2001年新年，可口可乐又演绎出一场完美的深具中国文化特色的广告风暴：推出全新的具有中国乡土气息的“泥娃娃阿福贺年”广告片。
制定渠
市场容量大但消费者每次购买数量少；市场区域范围大顾客比较分散；市场规模大发展趋势更大。
竞争者因素：目前能和可口可乐公司竞争的就是百事可乐。
道方案
生产者因素：生产者的实力和声誉、生产者的经营能力、生产者愿意提供
服务的多少、生产者对渠道控制程度的要求。
返回
评估渠道方案
财务绩效评价：销售分析、占有率分析、费
促销（Promotion）策略
促销是营销活动的关键性因素，促销的本质是信息交流活
动。
人员促销策略：针对销售人员的促销，是可口可乐公司为了激励销售人员对其系列产品做额外的销售努力，所采取的奖励措施。对销售人员，可口可乐通常采取奖励直接与销售业绩挂钩的形式，在规定的基数前提下，超额完成部分奖励现金，或提供一定的福利奖励的方式。
产品策略的核心是如何满足顾客的需要

可口可乐碳酸饮料的市场营销策略教学文案

可口可乐碳酸饮料市场营销策略林偲彦设计学110114目录一、可口可乐介绍二、营销环境分析1.宏观环境（人口变量，经济发展，技术，政治法律）2.微观环境（企业，供应商，竞争者，顾客，公众）三、目标市场定位四、市场营销策略1.产品产品整体概念（核心、形式、延伸）2.价格3.渠道4.促销（广告推销，人员推销，营业推广，公共关系）五、预算一、可口可乐介绍可口可乐公司诞生于1886年，总部在美国的亚特兰大，是世界软饮料销售的领袖和先锋，拥有近400种饮料品牌，畅销世界200多个国家和地区。

2004年可口可乐品牌价值高达674亿美元，位居全球榜首。

1927年可口可乐在中国设立了第一家分公司，1979年又重返中国。

至今已在中国投资达12亿美元，到2004年，在中国内地已建有29家装瓶公司及32家厂房，拥有中国籍员工2万人。

产品以可口可乐、雪碧、酷儿等为主导产品覆盖碳酸饮料、果汁饮品、汽水、茶饮料等几大领域。

可口可乐公司在中国软饮料市场上占主导地位，在中国碳酸饮料市场的占有率超过52％，连续八年被选为中国最受欢迎的饮料。

二、可口可乐营销环境分析（一）宏观环境1.人口环境：中国人口基数大，在中国第六次人口普查中，15-40岁人口的比重上升3.36个百分点。

城镇人口比重上升13.46个百分点。

人口基数的增大扩大了购买人数群，使可口可乐销量变大。

2.经济发展：2013 年一季度中国实现国内生产总值 118,855 亿元,经济正在稳健发展。

同时中国城市化速度也在加快，人均消费水平也在逐年增长。

根据调查结果，我们可以知道：a.消费者收入水平增高，人均消费水平也在逐年增长。

b.消费者收入去向日常饮食、基本生活用品花费最多。

c.在消费者消费结构中，18至25岁群体用于购买服装服饰、娱乐、吃喝的花费较多3.技术：自动化技术有助于可口可乐高效生产，生产技术与包装技术也在不断发展。

包装是可口可乐的产品能够被安全、新鲜地运输、储存和消费的必备保障。

市场营销4p

⑴产品：产品性能如何?产品有哪些特点?产品的外观与包装如何?产品的服务与保证如何? ⑵价格：企业的合理利润以及顾客可以接受的价格是否得到考虑?定价是否符合公司的竞争策略? ⑶促销：企业如何通过广告、公关、营业推广和人员推销等手段将产品信息传递给消费者以促成消费行为的达成? ⑷分销：产品通过什么渠道销售?如何将产品顺利送抵消费者的手中?
渠道策略（Place）
企业并不直接面对消费者，而是注重经销商的培育和销售网络的建立，企业与消费者的联系是通过分销商来进行的。
• 以专卖店、专卖柜为核心的零售战略，并将其作为但你各地的特约维修中心。 • 同时在零售市场收集客户资料，为今后的产品升级宣传及维修服务和回访建立有效的资料库。 • 针对网购群体的网络销售方式一：通过诺基亚公司网上专卖店提供网上销售。方式二：在卓越、淘宝至尅的代购网站代购产品。设有专门的移动电话售后市场服务部。
• 2013年10月22日下午消息，诺基亚于阿布扎比举行新品发布会，共推出六款新品，其中包括两款6英寸大屏WP8手机 Lumia 1520和Lumia 1320，三款定位新兴市场的Asha 500/502/503，以及诺基亚首款 Windows平板电脑Lumia 2520。
被微软收购后的Nokia品牌手机的销量攀升
演讲人
营销 4p
:
4p组合
营销思想
营销组合
go
1
产品
2
价格
3
渠道
4
促销

市场营销组合就是4p的组合与搭配
pr pr od ic uc e t
pl pr ac om e ot io
杰罗姆· 麦卡锡于1960年在其《基础营销》（Basic Marketing）一书中第一次将企业的营销要素归结四个基本策略的组合，即著名的“4P’s”理论：产品（Product）、价格（Price）、渠道（Place）、促销（Promotion），由于这四个词的英文字头都是P，再加上策略（Strategy），所以简称为“4P’s”

Marketing Mix Coca-Cola介绍

Logo design
the name and chose the logo's distinctive cursive script
Contour bottle design
the classic Coca-Cola contour bottle design
people
according to taste and income level of the countries. focus on hot weather areas of the world such as South America targets young people more than old people segments everyone but in a different ways of packing for different customers.
Case Study:Coca-Cola
AT2 PowerPoint Presentation –BSBMK502B
Content
1. About Coca-Cola 2. Marketing mix elements of Zara 2.1 Price 2.2 Product 2.3 Placement/Distribution 2.4 Promotion 2.5 Physical Layout 2.6 People 2.7 Processes 3.Conclusion 4.Bibliograph
Bibliography
• /Q/What_is_the_target_market_of_coca_col a#slide=1&article=What_is_the_target_market_of_coca_cola • /question/coca-cola-s-target-market • /sustainability/Marketplace/ • /tags/coca-cola • /brands/product-descriptions • /brands/the-coca-cola-company/ • http://www.cocacola.ca/clientservicepolicy.html • /aboutus/Customers/ • /plan-your-visit/guest-services/ • /2010/12/19/how-coca-colas-distributionsystem-works/

可口可乐4p分析

4Ps
product
》
price
》
place
》
promotion
用4Ps分析可口可乐
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Brief introduction
The Coca-Cola company,founded in 1892,headquartered in Atlanta,Qiao Ya, is the world's largest drinks company,has the global 48% three drinks before the two(coke,pepsi ranked first in the second,low heat coca third),coca-cola in 200 countries have 160 beverage brands,including soda,sports beverage,dairy drinks,juice tea and coffee,also is the worlds largest juice beverage dealers(including Maid brand ),how the no.1 in the united states for its coca-cola has more than 40% market share,and sprite is the fastest growing drinks,other brands include burke her the root,fruit kingdom and YOUR ATTENTION!

可口可乐市场营销推广策略分析SWOT分析4P战略波特五力模型

Marketing Plan and Research Report of Coca-ColaTable of ContentExecutive summary (2)External environment analysis (2)Market strategy (6)Marketing research result (6)Marketing mix summary (7)Detailed strategy for promotion (9)Controls (11)Reference list (13)Executive summaryThe Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.External environment analysisA well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.•Political AnalysisShifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.•Economic AnalysisAccording to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities.According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.•Social AnalysisLiving a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.•Technological AnalysisThe rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.•Threat of new entrantsCompared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants. •Threat of substitute productsAs is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.•Bargaining power of customerWith thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.•Bargaining power of suppliersAs the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.•Intensity of competitive rivalryRelied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share inBroadNarrow the relevant industry.After the analysis of the above two factors, keeping alert and further developing the core competency are extremely significant to Coca-Cola. Thus, how will the company compete with the major players in the market?Competitive AdvantageLower Cost DifferentiationAs can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. What’s more, its promotion campaign and packaging strategy also differentiate Coca-Cola from competitors, for instance, its unique bottle design has become a world famous symbol.The positioning of cost leadership is achieved not only through economies of scale in research, development and promotion, but also through learning, knowledge and experience in production and operational processes. Furthermore, the company’s Cost LeadershipDifferentiation Cost Focus Differentiation FocusCompetitive Scopeefficient distribution networks and manufacturing systems contribute significantly to its cost saving..Market strategyBased on the above analysis, this report researches the interior part of Coca-Cola to determine its marketing and financial objectives, segmentation, positioning, and target market(s) in the future.Future growth for Coca-Cola will be embodied in two main areas: global emerging market health drinks. Besides United States Coca-Cola will continue to market to countries around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their major focus in the future for this is where major growth opportunities lie.In addition, consumers are moving towards a healthier lifestyle, which accordingly is causing Coca-Cola to expand product line to satisfy their needs. This new market is huge and creates a lot of growth opportunity for Coca-Cola.More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).Marketing research resultTo stay competitive, Coca-Cola has done well in understanding and satisfying consumers. It have been found that customers expect more from their beverages. To fill this desire Coca-Cola has developed the Beverage Institute for Health and Wellness. This institute develops new product ideas that can contribute to their product line. In addition, Coca-Cola is capable of maintaining their market vitality, so they continue to do research that will benefit their consumers, as well as being profitable for the company.Apart from flavor diversification, profitability in certain region has also been a major consideration. For instance, Coke Zero is a product that carries no carbohydrates orcalories and was not quite meeting the expected profits in the United States, but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. This region seemed more concerned about their health and well-being, which contributed to Coke Zero becoming more of a profitable product.Special marketing techniques such as B2B strategies are also used to make their products more attractive to the young people. For example, Coca-Cola united with iTunes, so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman, 2007).Even though, Coca-Cola is confronting with a number of challenges in the days to come. The most striking one is that the beverage industry is moving toward a health conscious consumer. “ In many European countries, the increasing consumer trend toward a healthier lifestyle continues to grow demand for functional beverages that offer physical or mental well-being, lower calories and other added values” (Fuhrman, 2007). Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola has to reconsider its existing product, pricing, distribution channel and promotion strategy to better adapt itself to the ever-changing atmosphere.In order to formulate a well-rounded market strategy for Coca-Cola, this report carefully establishes the relevant tactics which are in line with the analysis and data collected. It is recommended to use 4P which consists of product, place, price, promotion to analyze the specific details in the next part.Marketing mix summaryIn this report, 4P model is utilized to illustrate Coca-Cola’s marketing mix, i.e. product, place, price, promotion.Item DetailsProduct Coca-Cola has a huge product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,coffees, energy, and sports drinks (Coca-Cola Company, 2012).To attract new consumers and markets, product line must be extended,especially in the health drink product like tea, juice and sports drink etc.In addition, proper modification for the current product is also neededto maintain the current consumers.Price With the careful consideration of consumer’s price elasticity, the prices of the Coca-Cola's Companies products vary according to the brand andthe size in which they come in (Coca-Cola Company, 2012). Differentregion has differed preference and sensitivity to price. The distributorsand retail stores that the Coca-Cola Company deals with shouldimplement their own pricing strategy to gain the best profit marginwithin an accepted sales volume.Promotion There are four major parts of the promotional mix that integrate together to create a competitive advantage for an organization includingadvertising, public relations, sales promotion, and personal selling.Ads: Coca-Cola has invested heavily on advertising. The main purposeof ads are maintaining of brands awareness. Then, the ads in the futureshould focus on health conscious and environmentally friendly to caterfor the existing trend.Public relation: Product placements and sponsorships are frequentlyused by Coca-Cola (Marcial, 2007). Positive spokesperson to appeal tothe younger generation is another effective tool to publicize (Truini,2007)Personal selling: Personal selling in the Coca-Cola Company often isdone in a business-to-business fashion. This can be used in big businessalliance to satisfy consumers’ diversified needs.Sales promotion: coupons and rebates can be often used because theyare more likely to influence customers’ buying decision. Another typeof sales promotion that the Coca-Cola Company is currently using istheir coke rewards points promotion.Place Coca-Cola Company also uses intensive distribution strategies to makesure their products can be available everywhere. Moreover, automaticvending machines are effective to extend distribution network. To copewith the changing diet conception, Coca-Cola should focus more onCoca-Cola’s Diet Coke and Coke Zero sales, especially in LatinAmerica, the BRIC, and Western Europe (Fuhrman, 2007).Detailed strategy for promotionOnly with superior product, efficient distribution network and sufficient inventory is far from a successful business. Promotion is the key element of the marketing mix designed to build a useful channel with the marketplace and to persuade the customers buying decision. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. •AdvertisingThe Coca-Cola’s innovative ads are extremely impressive to consumers. So, next step, what the company should do is keep this unique advantage and focus much more on the localization with respect to different culture background. This can be contributable to develop the emerging market.•Public relationSponsorship in the sport area has been successful in the last few decades and left a positive brand image. To comply with the healthy trend, Coca-Cola needs to invest more in public benefit activities, for instance, giving sponsor Hope Primary School, making contributions to medical treatment cause. These activity may establish a positive image in all kinds of people.•Personal selling & sales promotionThe negative implication of several media has exerted a relatively profound impact upon carbonated beverage. Accordingly, juice, tea and sports drinks should be the main products for promotions. The company can improve health drink market share by using more personal selling booth and more sales discount or lottery coupon. These activities are effective for getting people's short-term attention.Survey experiment in the Fenwick’s department store also proved the above analysis. In the survey of consumers’ attitudes towards health consideration when purchasing drinks, more than 45% agree with the viewpoints (as is shown in the bar chart below).In addition, when asked about familiarity, 50% agree with that it plays a major role in purchasing decision.ControlsImplementationImplementation is the process on how well the business mixes its people, organizational structure and company culture into a cohesive program that supports the marketing plan (Clark, 2005).Coca-Cola should implement several major transformations. First, production capability need to be modified to meet the quota demanded. It must also be cost-effective to avoid inventory stocks wastes. The marketing team should be aware of knowledgeable management about the product. The styles and types of promotion must be appealing to target customers to obtain the potential amount of exposure for the product. Another thing is efficient distribution network. The pertinent issue is taken care of with expedient transportation routes to commercial areas and traffic. Monitoring And ControllingMonitoring and controlling allows Coca-Cola to take the necessary actions to meet the marketing goals. There are three methods Coca-Cola may use to monitor the marketing scheme.•Sales AnalysisThe sales analysis analyzes sales revenue by market segmentation to discover advantages and disadvantages in the different regions. Sellers of Coca-Cola products vary from big retail supermarkets to small corner stores. This tool gives the products maximum exposure to customers at their convenience.•Market Share AnalysisThis approach is a comparison to the major rivals in the relevant market. With the shifts Coca-Cola is currently undergoing, they aim to get an aggressive position to stable its strong power. Target market various age groups and lifestyles from high school students too universities, and male or female.•Marketing Profitability AnalysisThis method takes the cost factor into consideration which deem profitability as a key index. Three ratios can be used for supervising marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. These three indicators can assist Coca-Cola determine any developing tendency, such as the requirement for a novel product. Scientific and careful comparison of these outcomes with actual results offers the company a clear instruction.Reference listAlarcon, Camille. (2007, January). Coke grows from zero to hero. B & T Weekly, 6-7 McKenzie, M., Linden, R. W. A., & Nicholson, J. W. (2009). The effect of Coca-Cola and fruit juices on the surface hardness of glass–ionomers and ‘compomers’.Journal of Oral Rehabilitation,31(11), 1046-1052.Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. (2008).Advertising and promotion: An integrated marketing communications perspective. McGraw-Hill.Clark, Nicola. (2005). PowerAde eyes feminine appeal. Marketing, 16-17Flagg, Michael. (2002). Pepsi Siphons Off Some of Coke's Lead In China by Learning to Pick Its Battles.Wall Street Journal (Eastern Edition),23(5), 12-13. Fuhrman, E. (2007, September). Western Europe: A mature market. Beverage Industry, 98(9), 24-26.De Mooij, M. & Hofstede, G. (2010). Convergence and divergence in consumer behavior: implications for international retailing.Journal of retailing,78(1), 61-69.Harnack, L., Stang, J., & Story, M. (2004). Soft drink consumption among US children and adolescents: nutritional consequences.Journal of the American Dietetic Association,99(4), 436-441.MacArthur,Kate and Thompson, Stephanie.(2006). Pepsi, Coke: We satisfy your 'need states'.Advertising Age,77(3), 54-56.Marcial, G. (2007). Coke Sparkles Again. Business Week,15(2), 51-53.The Coca-Cola Company 2012 Annual Review, 12-15Truini, J. (2007). Beverage maker plans biggest plastics plant. Waste News, 13. (10), 4-4.Tucker, W. T. (2006). The development of brand loyalty.Journal of Marketing Research, 32-35.。

可口可乐公司的营销组合策略

• • • • • • • • 百货商店超级市场平价市场餐馆酒楼旅游景点街道摊贩游乐场所交通窗口 • • • • • • • • 食杂店快餐渠道工矿企事业单位办公机构运动健身教育机构第三方销售其他渠道
促销策略
• • • • 广告创意赞助促销活动合作店牌
广告创意
赞助残奥会
可口可乐的生命周期
导入期成长期成熟期衰退期
可口可乐的价格策略
• 定价始案及竞争环境 • 全面认知竞争性反映 • 利用价格作为盈利的工具
影响分销渠道选择的因素
产品因素市场因素企业自身因素环境因素
可口可乐具体的分销渠道：
工商40932：夏彩云王丽白惠杰惠媛
营销组合策略（4P）
• • • • 产品策略价格策略分销策略促销策略
产品策略：
• 产品组合策略是属市场专业型 • 通过选择性扩大可口可乐的饮料品牌系列，以促进利益的增长 • 通过创新及一贯待客精神，以求在各方面共同增长 • 把资金投放于各市场中最具潜力的领域
促销策略
促销活动
合作店牌
谢谢大家！
工商40932

基于4P_4C理论浅析可口可乐的包装营销策略

Marketing市场营销 | MODERN BUSINESS 现代商业25基于4P_4C理论浅析可口可乐的包装营销策略赵敬宜浙江省富阳中学 311400摘要:在信息经济时代，包装是产品的盛装物，有着产品推销和品牌推广的功能。

分析包装营销功能的基础上，结合4P和4C营销组合理论，通过分析4P和4C组合的关系，提出了以提高营销绩效为目标的包装营销组合策略：以消费者为导向，根据消费者的需要选择产品包装策略；以消费者愿意支付的成本为基础，确定包装成本；以方便消费者的选购和使用为出发点，结合不同销售渠道特点设计包装；发挥包装的信息传递作用，强化包装与消费者的双向沟通，使企业与消费者构成不断增值的价值系统。

关键词:4P；4C；促销；品牌；包装营销一、可口可乐公司简介可口可乐公司(Coca-Cola Company) 为全球最大的饮料公司，成立于1892年，总部位于美国乔亚州的亚特兰大。

可口可乐占有全球饮品市场近乎一半的份额。

它在200个国家拥有160种饮料品牌，其销售范围广阔，产品品类齐全。

其涉及的商品类型包括汽水、运动饮料、乳类饮品、果汁、茶和咖啡等，几乎包含了饮品市场的全部种类。

饮料行业的市场竞争是非常激烈的，为了在行业中处于领先地位，可口可乐公司总是会采取适时的营销策略，塑造良好的品牌形象。

其中，公司的各式包装以及适时的包装营销策略对可口可乐的业绩发挥了巨大的作用。

二、包装与包装营销包装可以起到保护产品，协助运输，促进销售的作用。

主要指包括塑料包装、易拉罐、玻璃瓶在内的容器。

这些容器都有很好的密封性，有效的保障产品品质。

从产品的流通过程来看，产品包装可以分为流通领域的包装和生产领域的包装。

流通领域的包装也就是指运输包装，它的选材必须方便运输。

包装营销就是结合消费者的消费心理和情感归属、销售地的文化传统等因素，设计出有情感沟通功能的包装。

得到消费者内心深处的价值认可，增强品牌与消费者的情感沟通。

三、4p与4c营销组合(一)4p的内涵及特点4P营销理论中的4p分别表示产品(Product)、价格(Price)、地点(Place)、促销(Promotion)。

市场营销4p策略案例

市场营销4p策略案例案例：可口可乐公司的市场营销4P策略可口可乐公司是全球领先的饮料公司，其市场营销4P策略的成功应用是一个经典案例。

以下将介绍该公司在产品、价格、渠道和促销方面的策略。

1. 产品：可口可乐公司以其广受欢迎的可口可乐汽水为主打产品。

该产品具有独特的口感和可口可乐独特的风味，受到全球消费者的喜爱。

此外，公司还推出了多样化的产品线，如零度可乐、芬达等，以满足不同人群的口味需求。

2. 价格：可口可乐公司采用了多层次的定价策略。

在高端市场，公司通过定价较高的策略来强调品牌的高品质和独特性。

而在大众市场，公司则采用较低的定价来吸引更多的消费者。

此外，可口可乐公司还推出了不同规格的包装，以满足不同消费者的需求，并调整了包装和价格之间的关系，以提高消费者的购买欲望。

3. 渠道：可口可乐公司建立了一个庞大的分销网络，以确保产品能够覆盖更广泛的市场。

公司通过与零售商、便利店和超市的合作，将产品放置在易于找到和购买的地方。

此外，公司通过与快餐连锁店和酒吧合作，使产品在消费者的餐厅和休闲场所中更加易获取。

4. 促销：可口可乐公司在促销方面采取了多种策略。

首先，公司通过在电视、电影和体育赛事等广告渠道进行广告宣传，提高产品的知名度和影响力。

其次，公司还利用社交媒体等新媒体渠道，加强与消费者的互动，提高品牌忠诚度和口碑传播。

此外，可口可乐公司还举办品牌活动和体验活动，与消费者建立更深层次的联系。

通过以上4P策略的综合应用，可口可乐公司取得了巨大的市场成功。

该公司的产品具有明显的差异化特点和高度的品牌忠诚度，价格和渠道的合理制定和布局，使产品能够覆盖更广泛的消费者群体，并通过广告宣传和促销活动提高了品牌的认知度和影响力。

这些策略的成功应用为可口可乐公司的市场地位和竞争优势打下了坚实的基础。

4p营销组合案例

4p营销组合案例当谈到4P营销组合案例时，我们可以考虑以下示例：1.苹果公司：苹果公司是一个成功的营销案例。

他们在产品（Product）方面注重创新和高品质，并且通过发布新款iPhone、iPad 等产品来不断引起消费者的兴趣。

在价格（Price）方面，他们采用了高价策略，突出了产品的高端形象。

在推广（Promotion）方面，他们通过宣传视频、广告和社交媒体等多种渠道来宣传产品的独特功能和用户体验。

在渠道（Place）方面，他们通过苹果专卖店和在线商店等多个渠道销售产品。

2.可口可乐：可口可乐是另一个成功的营销案例。

他们的产品（Product）是碳酸饮料，通过不断创新和推出新口味来满足不同消费者的需求。

在价格（Price）方面，他们采用了差异化定价策略，根据产品的包装和规格进行定价。

在推广（Promotion）方面，他们通过电视广告、赞助体育比赛和明星代言等方式来提升品牌知名度。

在渠道（Place）方面，可口可乐通过超市、便利店和餐饮业等多个渠道销售产品。

3.阿迪达斯：阿迪达斯是体育用品行业的领先品牌，也是一个成功的营销案例。

他们在产品（Product）方面注重技术创新和设计，推出各种运动鞋、服装和配件，满足不同体育运动的需求。

在价格（Price）方面，他们采用了差异化定价策略，根据产品的质量和功能来定价。

在推广（Promotion）方面，他们通过赞助运动员和体育赛事、发布广告和与时尚界合作等方式来提高品牌知名度。

在渠道（Place）方面，阿迪达斯通过专卖店、在线商店和零售商等多个渠道销售产品。

这些案例展示了不同行业中企业如何利用产品、价格、推广和渠道四个要素来进行营销组合，以提高产品的市场份额和品牌价值。

每个案例都有其独特的策略和方法，但它们都以满足消费者需求、创造价值为目标，并通过不同方式来实现这些目标。

Marketing Mix市场营销策略组合,4P

events, or programs to increase customer spending or give added appeal to a package or other hospitality or travel service.
How to Conduct Packaging ?
Packaging & Programming
• Packaging The combination of related and
complementary travel and hospitality services into a single-price offering.
• Programming The development of special activities,
Contents Division
1. All-inclusive package 全包价产品 2. Escorted Tours 陪同式团体旅游包价产品 3. Fly-drive/cruise/rail Packages 4. 航空-自驾/海上/铁路游报价产品 5.4. Accommodation and Catering Packages 6. 住宿加餐食的报价产品 7.5. Event Packages 盛事活动游包价产品 8.6. Special-interest Travel Packages 9. 有特殊兴趣活动安排的包价产品
衰退期
销售量急剧下降，利润迅速减少
1、立刻放弃连变动成本都无法补偿的产品 2、对疲软产品进行处理 3、对于滞销产品，分析其滞销原因，使其销售量回升
How to develop new product ?
假设A家具公司的生产项目是沙发，其竞争对手是B、 C两个家具公司。通过市场调研和分析，得出三个公司占据的市场位置如下：

市场营销策略的成功案例分析CocaCola

市场营销策略的成功案例分析CocaCola 市场营销策略的成功案例分析：CocaCola市场营销是企业获取市场份额的重要手段，而成功的市场营销策略是企业取得市场竞争优势的关键。

在众多营销案例中，CocaCola公司以其出色的市场营销策略取得了举世瞩目的成功。

本文将对CocaCola 的市场营销策略进行深入分析，并洞察其成功的原因。

一、品牌塑造：与消费者建立情感联结CocaCola致力于建立品牌与消费者之间的情感联结。

他们通过对品牌的塑造，创造了一种与其产品相关联的情感体验，使消费者在情感层面上对其产生共鸣。

例如，CocaCola的广告经常将快乐与友谊作为核心主题，将其产品作为连接人们、分享快乐的媒介。

这种情感联结不仅使消费者对CocaCola产生情感认同，还大大增强了品牌忠诚度。

二、创新营销：以适应不同市场需求CocaCola公司以不同市场需求为基础，采用创新的营销策略来满足消费者的多样化需求。

他们根据不同的市场文化特点，推出了各种口味和包装的产品。

例如，在亚洲市场，他们发布了绿茶口味的CocaCola，并采用红色包装来迎合当地文化。

这种创新策略不仅迎合了不同市场的消费者口味，还为CocaCola在全球市场打下了牢固的基础。

三、体验式营销：创造全方位的消费者体验CocaCola通过体验式营销策略，不断创造多样化的消费者体验。

他们在全球范围内开展了各种创新的宣传和推广活动。

例如，CocaCola在社交媒体上发起了互动式推广活动，鼓励消费者分享与CocaCola有关的照片和故事，使消费者成为品牌的一部分。

此外，CocaCola还在不同的场所和活动中设立了品牌展示区，让消费者能够更直观地感受到品牌的魅力。

这种体验式营销不仅增加了消费者和品牌之间的互动，还为品牌带来了更多口碑效应。

四、社会责任营销：树立积极的企业形象CocaCola积极履行社会责任，通过社会责任营销策略树立了积极的企业形象。

他们投资并支持各种社会项目，如环境保护和公益事业。

可口可乐的4Ps和SWOT分析(商务英语)

案例分析对象：Coca-cola1.Analyze its 4PsProduct: Coca-cola came into birth in 1886, which rank first in the global beverage now. It is popular for its refreshing effect . The consumers are widely ranged ,from the children to the old .Price: Coca-cola company have adopted the penetration pricing since it came into the Chinese market,which makes them increase sales and market share.It is also prevalent for its reasonable price among the mass.Place:Its market concept is worth noting. From 3A(available,affordable,acceptable) to3P(pervasiveness,preference,price to value) ,we can findthat it’s focus on the brand and the faithfulness for thecustomers rather than the price.Promotion:No wonder commercials play an important role in the marketing strategy of Coca-cola. Famous stars formcelebrity effect as spokemen .In terms of public relations ,Coca-cola develops a good brand image through becomingthe traditional torch-passing sponsor. At length ,it buildsan extensive collaboration with Tencent, which is believeda win-win solution.2.Have a SWOT analysis3.Append an adThe title is “cool summer” .From the picture ,we can see the bottle of Coke-cola is surrounded by the ice cubes. It can give people an impression that the Coke can be as cool as the ice cubes in the hot season. So why don’t have a try ?。

饮料营销策划4p策略

饮料营销策划4p策略饮料营销策划4P策略是指在推广和销售饮料产品过程中的四个要素：产品（Product）、价格（Price）、渠道（Place）和推广（Promotion）。

以下是关于饮料营销策划4P策略的内容。

产品（Product）：1. 定位：明确饮料产品的定位，包括针对目标市场、目标消费者群体以及竞争对手的分析，将产品特点与市场需求相匹配。

2. 品质：确保饮料产品的品质和口感符合消费者的期望和需求，提供安全、健康、可口的产品。

3. 包装设计：通过精美的包装设计来吸引消费者的注意，并传达产品的价值和特点，提高产品的辨识度和竞争力。

4. 创新研发：持续进行产品的研发和创新，提供不同口味、不同功能和不同包装形式的产品，以满足不同消费者的需求。

价格（Price）：1. 定价策略：确定饮料产品的价格，可以采用市场定价、竞争定价、成本定价等不同的定价策略，根据产品的独特性和价值来确定合适的价格水平。

2. 促销策略：通过促销活动，如折扣、捆绑销售、满减等手段来吸引消费者，提高产品的销量和市场份额。

3. 定价弹性分析：了解产品价格对需求的影响程度，根据市场反应和竞争情况，调整价格策略，以提高产品的市场竞争力。

4. 价值传递：向消费者传递高品质产品所提供的价值，通过价格与品质的匹配来建立消费者对产品的认可和忠诚度。

渠道（Place）：1. 渠道选择：选择适合饮料产品销售的渠道，如超市、便利店、餐饮店等，根据产品特点和目标市场来决定。

2. 分销策略：建立稳定的分销网络，与经销商和零售商建立合作关系，确保产品能够顺利地流通到终端消费者手中。

3. 物流管理：优化物流管理流程，确保产品能够及时、准确地被送达给消费者，提高渠道效率和顾客满意度。

4. 渠道跟踪：定期跟踪渠道销售情况和市场反馈，根据销售数据和市场需求来调整渠道策略，提高销售效果和市场占有率。

推广（Promotion）：1. 品牌建设：通过品牌宣传和推广活动，如广告、宣传册、品牌大使等，塑造饮料产品的品牌形象和价值，提高消费者对品牌的认知和好感度。

可口可乐市场营销推广策略分析SWOT分析4P战略波特五力模型

Marketing Plan and Research Report of Coca-ColaTable of ContentExecutive summary (2)External environment analysis (2)Market strategy (6)Marketing research result (6)Marketing mix summary (7)Detailed strategy for promotion (9)Controls (11)Reference list (13)Executive summaryThe Coca-Cola Company (“Coca-Cola”) was founded in 1886 which is ranked number one in the beverage industry. The company manages more than 500 nonalcoholic beverage brands, and four of the top five nonalcoholic sparkling beverage brands are owned by Coca-Cola. According to its 2012 annual report, the whole group’s net operating revenue amounted to 48.02 billion USD (The Coca-Cola Company Annual Review, 2012). In addition, Coca-Cola accounts for approximately 37.1% of all the soft drink market, followed by PepsiCo at about 30.2%, and Dr. Pepper Snapple Group at 21.4% (Faber, 2012).In the long-standing viewpoint, Coca-Cola has an inclination to expand its market share to 50% and its sales revenue to 500 billion USD in the 2015 (Hofstede, 2012). Although its prosperous status quo, the company is also facing against an intensified competition. This report is aimed at analyzing the overall marketing strategy of Coca-Cola to find out the potential vulnerabilities. Then, based upon the analysis and in-depth research, it will outline the strategic plan for the future in order to further enhance Coca-Cola’s marketing status.External environment analysisA well-rounded analysis of company’s environment will be beneficial for the comprehensive understanding of the situation. First, it is better to research Coca-Cola’s external situation which includes three parts: macro-environmental factors, micro-environmental factors and competitive strategy.For the macro aspect, this report utilizes PEST model which examines the changes in a marketplace caused by Politics, Economy, Social and Technological factors.•Political AnalysisShifts of government’s attitude towards the foreign-invested enterprise may pose a threat to the company. Especially in the emerging countries, the political stability is essential to a successful business. In addition, changes of laws and regulations, including non-alcoholic drinks regulation should be considered.•Economic AnalysisAccording to IMF, while there have been some encouraging signs of economic recovery, the global economic growth seems to be losing momentum. In other words, the company still needs to be vigilant to the outside world and the emerging economy to seize opportunities.According to the Standard and Poor's Industry surveys, "For major soft drink companies, there has been economic improvement in many major international markets, such as Japan, Brazil, and Germany." These markets will continue to play a major role in the success and stable growth for a majority of the non-alcoholic beverage industry.•Social AnalysisLiving a healthier lifestyle is so prevalent all around world that has affected the non-alcoholic beverage industry as some consumers are switching to bottled water and diet colas instead of beer and other alcoholic beverages. This continued tendency will impact the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.•Technological AnalysisThe rapid advancement of science and technology may deeply impact Coca-Cola as well. For example, novel distribution channel, diversified promotion campaign and new production line etc.In terms of micro-environmental factors, it is advisable to use Porter's Five Forces model to analyze the market condition.•Threat of new entrantsCompared with other industry, soft drinks industry has a relatively higher gross profit rate and lower barriers to entry, accordingly, there do exist many potential entrants. •Threat of substitute productsAs is mentioned above, healthier drinking has been a new trend for the consumers. So, enough attention must be paid to the substitute products such as tea drinks, bottled water and sports drinks.•Bargaining power of customerWith thousands kinds of non-alcoholic beverage in the market, consumers have a wide range of options. Additionally, they are also becoming sensitive to price which render them to have more bargaining power.•Bargaining power of suppliersAs the leading company in the market, Coca-Cola stays strong to the suppliers who are willing to collaborate with such a giant enterprise. In other words, bargaining power of suppliers is comparatively weak.•Intensity of competitive rivalryRelied upon its sales and distribution channels, Coca-Cola has undoubtedly established a mature marketing network. But what can’t be ignored is the threats posed by companies out of carbonated beverage, they all spare no effort to gain market share inBroadNarrow the relevant industry.After the analysis of the above two factors, keeping alert and further developing the core competency are extremely significant to Coca-Cola. Thus, how will the company compete with the major players in the market?Competitive AdvantageLower Cost DifferentiationAs can be seen in the chart, the company used differentiation and cost leadership tactics. Differentiation is achieved through superb quality of its product, which surpasses the company’s major rivals in the brand image and high customer recognition. What’s more, its promotion campaign and packaging strategy also differentiate Coca-Cola from competitors, for instance, its unique bottle design has become a world famous symbol.The positioning of cost leadership is achieved not only through economies of scale in research, development and promotion, but also through learning, knowledge and experience in production and operational processes. Furthermore, the company’s Cost LeadershipDifferentiation Cost Focus Differentiation FocusCompetitive Scopeefficient distribution networks and manufacturing systems contribute significantly to its cost saving..Market strategyBased on the above analysis, this report researches the interior part of Coca-Cola to determine its marketing and financial objectives, segmentation, positioning, and target market(s) in the future.Future growth for Coca-Cola will be embodied in two main areas: global emerging market health drinks. Besides United States Coca-Cola will continue to market to countries around the world. The company has an impressive performance in emerging markets like Latin America, the BRIC, and Western Europe which will be their major focus in the future for this is where major growth opportunities lie.In addition, consumers are moving towards a healthier lifestyle, which accordingly is causing Coca-Cola to expand product line to satisfy their needs. This new market is huge and creates a lot of growth opportunity for Coca-Cola.More specifically, Coca-Cola intends to increase its current market share in the soft drink to 50% in the end of 2015 (Hofstede, 2012), in particular, it will invest heavily in the health drink product to grab this developing cliché market and to cater for consumer’s aptitude. Then, the whole group will achieve 50 billion USD sales revenue and 13 billion USD profit margin (Marcial, 2007).Marketing research resultTo stay competitive, Coca-Cola has done well in understanding and satisfying consumers. It have been found that customers expect more from their beverages. To fill this desire Coca-Cola has developed the Beverage Institute for Health and Wellness. This institute develops new product ideas that can contribute to their product line. In addition, Coca-Cola is capable of maintaining their market vitality, so they continue to do research that will benefit their consumers, as well as being profitable for the company.Apart from flavor diversification, profitability in certain region has also been a major consideration. For instance, Coke Zero is a product that carries no carbohydrates orcalories and was not quite meeting the expected profits in the United States, but Coca-Cola started to advertise it more in Europe to areas that to enjoy it. This region seemed more concerned about their health and well-being, which contributed to Coke Zero becoming more of a profitable product.Special marketing techniques such as B2B strategies are also used to make their products more attractive to the young people. For example, Coca-Cola united with iTunes, so that whenever someone purchased a Coca-Cola product they would receive free songs to promote both products (Fuhrman, 2007).Even though, Coca-Cola is confronting with a number of challenges in the days to come. The most striking one is that the beverage industry is moving toward a health conscious consumer. “ In many European countries, the increasing consumer trend toward a healthier lifestyle continues to grow demand for functional beverages that offer physical or mental well-being, lower calories and other added values” (Fuhrman, 2007). Consumers’ value products that are going to help them live a healthy lifestyle and feel better both physically and mentally. Coca-Cola has to reconsider its existing product, pricing, distribution channel and promotion strategy to better adapt itself to the ever-changing atmosphere.In order to formulate a well-rounded market strategy for Coca-Cola, this report carefully establishes the relevant tactics which are in line with the analysis and data collected. It is recommended to use 4P which consists of product, place, price, promotion to analyze the specific details in the next part.Marketing mix summaryIn this report, 4P model is utilized to illustrate Coca-Cola’s marketing mix, i.e. product, place, price, promotion.Item DetailsProduct Coca-Cola has a huge product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas,coffees, energy, and sports drinks (Coca-Cola Company, 2012).To attract new consumers and markets, product line must be extended,especially in the health drink product like tea, juice and sports drink etc.In addition, proper modification for the current product is also neededto maintain the current consumers.Price With the careful consideration of consumer’s price elasticity, the prices of the Coca-Cola's Companies products vary according to the brand andthe size in which they come in (Coca-Cola Company, 2012). Differentregion has differed preference and sensitivity to price. The distributorsand retail stores that the Coca-Cola Company deals with shouldimplement their own pricing strategy to gain the best profit marginwithin an accepted sales volume.Promotion There are four major parts of the promotional mix that integrate together to create a competitive advantage for an organization includingadvertising, public relations, sales promotion, and personal selling.Ads: Coca-Cola has invested heavily on advertising. The main purposeof ads are maintaining of brands awareness. Then, the ads in the futureshould focus on health conscious and environmentally friendly to caterfor the existing trend.Public relation: Product placements and sponsorships are frequentlyused by Coca-Cola (Marcial, 2007). Positive spokesperson to appeal tothe younger generation is another effective tool to publicize (Truini,2007)Personal selling: Personal selling in the Coca-Cola Company often isdone in a business-to-business fashion. This can be used in big businessalliance to satisfy consumers’ diversified needs.Sales promotion: coupons and rebates can be often used because theyare more likely to influence customers’ buying decision. Another typeof sales promotion that the Coca-Cola Company is currently using istheir coke rewards points promotion.Place Coca-Cola Company also uses intensive distribution strategies to makesure their products can be available everywhere. Moreover, automaticvending machines are effective to extend distribution network. To copewith the changing diet conception, Coca-Cola should focus more onCoca-Cola’s Diet Coke and Coke Zero sales, especially in LatinAmerica, the BRIC, and Western Europe (Fuhrman, 2007).Detailed strategy for promotionOnly with superior product, efficient distribution network and sufficient inventory is far from a successful business. Promotion is the key element of the marketing mix designed to build a useful channel with the marketplace and to persuade the customers buying decision. The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. •AdvertisingThe Coca-Cola’s innovative ads are extremely impressive to consumers. So, next step, what the company should do is keep this unique advantage and focus much more on the localization with respect to different culture background. This can be contributable to develop the emerging market.•Public relationSponsorship in the sport area has been successful in the last few decades and left a positive brand image. To comply with the healthy trend, Coca-Cola needs to invest more in public benefit activities, for instance, giving sponsor Hope Primary School, making contributions to medical treatment cause. These activity may establish a positive image in all kinds of people.•Personal selling & sales promotionThe negative implication of several media has exerted a relatively profound impact upon carbonated beverage. Accordingly, juice, tea and sports drinks should be the main products for promotions. The company can improve health drink market share by using more personal selling booth and more sales discount or lottery coupon. These activities are effective for getting people's short-term attention.Survey experiment in the Fenwick’s department store also proved the above analysis. In the survey of consumers’ attitudes towards health consideration when purchasing drinks, more than 45% agree with the viewpoints (as is shown in the bar chart below).In addition, when asked about familiarity, 50% agree with that it plays a major role in purchasing decision.ControlsImplementationImplementation is the process on how well the business mixes its people, organizational structure and company culture into a cohesive program that supports the marketing plan (Clark, 2005).Coca-Cola should implement several major transformations. First, production capability need to be modified to meet the quota demanded. It must also be cost-effective to avoid inventory stocks wastes. The marketing team should be aware of knowledgeable management about the product. The styles and types of promotion must be appealing to target customers to obtain the potential amount of exposure for the product. Another thing is efficient distribution network. The pertinent issue is taken care of with expedient transportation routes to commercial areas and traffic. Monitoring And ControllingMonitoring and controlling allows Coca-Cola to take the necessary actions to meet the marketing goals. There are three methods Coca-Cola may use to monitor the marketing scheme.•Sales AnalysisThe sales analysis analyzes sales revenue by market segmentation to discover advantages and disadvantages in the different regions. Sellers of Coca-Cola products vary from big retail supermarkets to small corner stores. This tool gives the products maximum exposure to customers at their convenience.•Market Share AnalysisThis approach is a comparison to the major rivals in the relevant market. With the shifts Coca-Cola is currently undergoing, they aim to get an aggressive position to stable its strong power. Target market various age groups and lifestyles from high school students too universities, and male or female.•Marketing Profitability AnalysisThis method takes the cost factor into consideration which deem profitability as a key index. Three ratios can be used for supervising marketing profitability; they are market research to sales, advertising to sales and sales representatives to sales. These three indicators can assist Coca-Cola determine any developing tendency, such as the requirement for a novel product. Scientific and careful comparison of these outcomes with actual results offers the company a clear instruction.Reference listAlarcon, Camille. (2007, January). Coke grows from zero to hero. B & T Weekly, 6-7 McKenzie, M., Linden, R. W. A., & Nicholson, J. W. (2009). The effect of Coca-Cola and fruit juices on the surface hardness of glass–ionomers and ‘compomers’.Journal of Oral Rehabilitation,31(11), 1046-1052.Belch, G. E., Belch, M. A., Kerr, G. F., & Powell, I. 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Business Week,15(2), 51-53.The Coca-Cola Company 2012 Annual Review, 12-15Truini, J. (2007). Beverage maker plans biggest plastics plant. Waste News, 13. (10), 4-4.Tucker, W. T. (2006). The development of brand loyalty.Journal of Marketing Research, 32-35.。