Coca-cola Marketing Plan

4592 Words Sep 11th, 2014 19 Pages
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Marketing Plan for Coca-Cola Company

Coca-Cola Company
Marketing Plan
Daniel Koch
Buena Vista University
March 2013

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Table of Contents
Executive Summary…………………………………………………………………….3
Company Description…………………………………………………………………...4
Industry Analysis………………………………………………………………………..6
Target Market…………………………………………………………………………...8
The Four P’s……………………………………………………………………………..11
Evaluation of Marketing Mix…………………………………………………………....13
Works Cited……………………………………………………………………………..14

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Executive Summary
In 1886 Dr. John S. Pemberton created a distinctive tasting soft drink and in 1899 Benjamin
Thomas, Joseph Whitehead and John Lupton developed what became the Coca‑Cola worldwide bottling system since then
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During the first year, sales averaged a modest nine servings per day in Atlanta. Today, daily servings of Coca‑Cola beverages are estimated at 1.9 billion globally. (Coca-Cola History,
2007-20011)

Company’s Mission
The mission of the Coca-Cola Company extends far beyond the manufacturing of beverage products, and focuses on the impact the company wants to make on the global customers who consume the Coca-Cola beverage products. The mission statement of the Coca-Cola Company is: "To refresh the world... To inspire moments of optimism and happiness...To create value and make a difference." (About.com, 2014) The company uses six P’s instead of four to help achieve

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growth. They have also defined six behaviors the employees embrace while they do their daily work. Management
Chief Executive Officer
Mr. Muhtar Kent has been the Chief Executive Officer of The Coca-Cola Company since April
23, 2009. Mr. Kent serves as the Global Chairman of the Board and Global Chief Executive
Officer of Coca-Cola India Private Limited. He served as Executive Vice President of Coca-Cola
Co. since February 16, 2006 and served as its Chief Operating Officer of North Asia Eurasia &
Middle East Group from May 2005 to January 2006. He served as a Unite President of The
Coca-Cola Company from May 2005 to December 2006. He served as the President of The
Coca-Cola Company from December 2006 to June 2008 and as its Chief Operating Officer from

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