CURRENT MARKETING SITUATION (GENERAL)
Coca Cola is known as a worldwide brand and you can almost find in every country a bottle or a can of Coca Cola. It is the top most popular soda drink in the world, with Pepsi Co. as its main rival. In fact, it is not only the most popular carbonated drink, but also the most sought-after beverage.
With so many different types of drinks under the Coca Cola brand, for example, Fanta, Sprite, and Glaceau Vitaminwater, it naturally targets the mass market and appeals to consumers of different preferences. Hence, the current marketing strategy of Coca Cola should focus on retaining its market leader position, and increase sales and market share for ...view middle of the document...
In addition, Coca Cola bottling partners manufacture, package, merchandise and distribute the final branded beverages to their customers and vending partners, who then sell their products to consumers.
All bottling partners work closely with customers -- grocery stores, restaurants, street vendors, convenience stores, movie theaters and amusement parks, among many others to execute localized strategies developed in partnership with the Company. Customers then sell their products to consumers at a rate of 1.7 billion servings a day.
Coca Cola was a strong and old establishment with many different lines under its name. It is the leading brand in the soft drinks marketplace and has many brands including the MyCoke collection, Fanta, Sprite, 5 Alive, Schweppes, Powerade, Kia Ora, Dr Pepper, Lilt, Relentless, Oasis and Glaceau Vitaminwater.
In general, although Coca Cola’s main target segment is the age of 18 to 25 years old, it appeals to anyone who is thirsty and needs a drink. For example, Coca Cola owns Dasani and Evian, which are mineral water drinks. For people who like some healthier options, they can look to the Minute-maid for juices. For the caffeine lovers, Coca Cola also offers McCafe and Nestea.
In addition, Coca Cola has a long-standing relationship with fashion. Designers such as Matthew Williamson, Gianfranco Ferre, Marni and Roberto Cavalli have all used their skills to design bottles and cans, targeting women who are into fashion. It also invests in much marketing campaigns such as sponsoring sports event like NBA, football competitions. These marketing campaigns result in Coca Cola being seen as a lifestyle symbol.
There has been much economic uncertainty and little economic growth since the financial crisis in 2008. During this period, unemployment rate was relatively high as people lost their jobs and inflation rate increased. With the consumer confidence so low, and reduced disposable income, people became more price sensitive and reduced their spending power. As Coca Cola drinks are relatively cheap, more people may turn to them as they see them as more affordable options. This will create more sales for Coca Cola in the short run.
The globalization trend has made accessibility to Coca Cola drinks easier, and more people, including those from emerging markets such as China, India and Vietnam, are exposed to their presence. This made entry into the international markets easier for Coca Cola, and will create more demand for their drinks.
The world population is expected to increase dramatically to exceed 10 billion in 2050. In the mean time, there are a few noticeable demography trends in many markets. Firstly, the general education level is increasing as schooling options are made more available and people are...