Report Of Coca Cola Marketing Analysis Marketing Essay

Report Of Coca Cola Marketing outline Marketing EssayThe operating environment of our company contains devil parts the macro-environment and the micro-environment.Macro-environment Entering into the 21st century, the material production of the society has been abundantly riched and the standard of living of mess has been greatly improved. The UK beverage foodstuff is going finished an environment of constantly meeting the material and cultural needs of people. The consumption concept of pursuing healthy and formulateable lifestyle becomes to a greater extent and more important. masses constantly strive for excellence and dedicate to the spare-time activity of aggressiveness. The number of people that concern about the nature and health is constantly increasing, sequence some products of the Coca-Cola and their fashion sense and metropolitan image argon consistent with the characteristics of modern peoples entertainments and the learning of living space(Wette Kristensen,2005 ). They also comply with the demand of low calorie of the consumers, so it forget be subject to the general consumers.Micro-environment usually speaking, Coca-Cola has the stable and strong suppliers and intermediaries with scale. The supply chain is relatively clear. It can constantly adjust its supply chain and appreciate chain according to the actual situation. This has great relationship with creating the stable kingdom of Coca-Cola(Jens Rupp,2009). There argon basically only both competitors within the industry of the US soft drinks for the two companies account for 70% securities industry shares. But there are some differences between these two brands in the customer experience and the impression. two have a long history and great advertizing investment. The influence of history and advertisements make the two brand Coca-Cola and Pepsi become the symbol of American culture. For respective(a) reasons they form a great industrial monopolies. Currently Coca-Cola continues to develop to a new direction.(2)Competitive regional analysisThe primary(prenominal) rival of Coca-Cola in the beverage securities industry is the other existing competitors and potential competitors. Among them, the existing competitors include foreign competitors and local competitors. The foreign competitors-Pepsi Cola is the braggyst available competitor. Pepsi Cola is one of the worlds most winning companies of consumer goods. The two companies monopolize the cola market in the world (Eileen P,Anderson-Fye ,2004). Currently in the UK, they are popular in different cities. The local brands are Coca-Colas local competitors. These brands in the UK have a relatively fixed group of consumers and the local consumers have formulated certain consumption habits, which is also a strong rival of Coca-Cola.(3)SWOT AnalysisAdvantage (strength)The worlds largest soft-drink giant, it has the advantages of strong manufacturers and great global competitiveness. Strong marketing capabilitie s, systems and corporate advertising. Brand image grows deeply in peoples minds, has become one part of consumers life. The mystery story formulations of the core product are extremely confidential, so its popular for 100 years without failure. Access deployment is rather complete, and has the strong sales channels of fast food.Innovative and exceedingly competent, the most representative product is the launch of Diet Coke.High market share, more market leading brand products.Products have the characteristics of convenience, the unique flavor and the fair terms and so on.Product life cycle has the patterns of loop recycling, remains intact.Recently it announces that the employee stock option is one part of salary transfer fee, which will fully reflect the monetary condition of enterprises.Disadvantage (weakness)Large organizations, control is not easy.Consumers stereotypes to the products unhealthy beverages containing the ingredients of caffeine in cola, and could easily lead to obesity and other health problems. The product appointment of major consumer groups (younger) is slightly worse than Pepsi. Access of bottled drinks is over the wide range and its more difficult to control the final product quality of consumers.OpportunityGeneral soft drinks industry can enter into the industry with low barriers, however its hard to develop into the cross-marketing level.Carbonated beverages are more suitable for the demand of the younger, especially for Latin America and the Asia-Pacific countries. The proportion of young people is rapidly improving which brings the industry more business.Brand image of beverage has a deep influence to the sales condition. affrightThe alternative of other Non-cola carbonate beverage products of other alternative is still quite possible.The pursuit of health consumers will definitely reduce the consumption of carbonated beverages. The competition of beverage market competition is quite fierce. The main rival Pepsi is a huge thr eat. Over the past few years, the performance of Coca-Cola is stagnant while the Pepsi is continuous gro live with ong.(4)PEST AnalysisAnalysis of political and profound factors the British political environment is stable, the production is developing and people live and work with high level. The legal system is more perfect. Coca-Cola has to be in accordance with the British laws and regulations when takes various marketing activities to achieve better development in the UK. This can bring more advantages and opportunities to Coca-Cola.Analysis of economic environment factor the treatment of the UK to the foreign investors is very favorable. Foreign and British businesses get the same tax, financial subsidies, new technology development subsidies. Because of the complete base facilities, transport facilities, communication equipment, stable political environment and other advanced and favorable conditions, they are enormously attractive to foreign investors. In addition, the UK i s a developed country and has a relatively high level of economic development. (Springer US,2003). So the product quality competition is more important that the monetary value competition if Coca-Cola want to be well developed in the UK.Analysis of technical factor due to the rapid development of science and technology, the cycle of victimization new technology in new product has been greatly shortened. The product renewal of beverage industry has speed up. At the same time the promotions are becoming more diverse.Analysis of Social and human factors the UK is a country filled with elegant atmosphere. But it also has the side of young and enthusiastic. The British are taking care of the life quality and spiritual enjoyment.2. Marketing positioning(1) Market Segmentation1) segment by the purchasers ageAccording to the market survey, the main consumers of Coca-Cola are the younger with the age from 15 to 34. They account for more than half of the whole consumer group. The young genera tion are open-minded and they pursuit healthy, fashionable and high-quality life. and so the natural and healthy Coca-Cola which is consistent with the trend can meet their requirements.2) segment by the purchasing factorsInterest segments of marketagenumberspsychology favorite(a) brandtasteHeavy consumer pursual fashion and trendy and like to buy foreign brandsSoda productHealth and beauty20-34Heavy consumerPursuit fashion, health and leisure, with more pressure and eager to relaxFunctional beverage or packaged water with caffeine and vitaminsHealth and care35Light consumerConservative, pursuit stability, peace and the longevity of lifeHealthy and nutritious(2) Target MarketThrough market segmentation, we decide to choose the 18-29 year old consumer group as our target market. Because the consumers with this age are the main consumers of the Coca-Cola products. Besides, as there are lots of universities in Britain, the target group can form the market that is large enough and has some potential. Moreover, since the consumption attitudes of college students change and the income levels of young white-collar increase, the purchasing ability of the group has been improved in some extent. Meanwhile the young people have a higher Coca-Cola brand loyalty. As long as our products can make a breakthrough on taste and function, it will win the consumers heart easily.Develop with the way of regional agency, that is using large cities such as London, Oxford, Cambridge, Birmingham, Liverpool and so on to drive the small market. Take the chains and supermarkets as the main distributors.(3) Marketing StrategyCoca-Cola is an enterprise that keeps pursuitting innovations. After successful developed the non-cola carbonated drink smart series, it introduced a natural non-carbonated fruit juice and successful realizes the product diversification. Its product is coherent. On the other hand, as the boss of beverage industry, Coca-Cola has a clear competitive advantage.(Fiona Sco tt Morton,Florian Zettelmeyer,2004). First of all, it maintains a concentric development and its take technology, equipment, staff, cost and other advantages provide a solid backing to the development of tea drinks. Second, the Coca-Cola has the worlds most mature, stable production capacity and the fastest distribution channels. The market of tea drinks becomes a corollary. In the end Coca-Cola has a well brand reputation. So we put the favorable market segment as a get-go point and focus the strength and advantages of the enterprise in one market segment to obtain success. And then through the spread role of the target market to enlarge the vertical depth of consumers.(4)The effect of marketing strategySegment the market by selecting the 18-34 years of age to learn the needs of market segments and take intensive marketing activities. Then the strong market position can be achieved in the market segments. The enterprise can save substantial feat costs and win the high return on investment as a result of specialized production, distribution and promotion.3. Advertising Campaigna. advertising strategies(1) advertising objectives improve the brand image and product awareness(2) advertising theme happy life(3) performance style easy sunshine(4) advertising shibboleth create an infinite future with Coca-Cola togetherb. media strategyMedia typesCharacteristicAds budgetArrival rateFrequency(weekly)Our-door adsRepetitive, with the combined effect of symbols and actions350080%3 sendlow cost, flexible information dissemination, timely, wide spread,250060%2networkeffectively attract the target audiences attention, and interact directly with consumers300080%2 paperLasting preservation of information, high trust100050%1