In this assignment I’m going to describe how the marketing research information is used in order to understand customers, competitors and the market environment in a company like Coca Cola. I’m also going to describe how the link between the principles of marketing are applied within the Coca Cola Company and the marketing research activities used by the same organisation.
The success of the campaign through social media world is no longer the success of the company, but has to rely on the closeness and trust between friends. Friends who give share to other friends already like to recommend or even with a voluntary share something that is a gift for a friend, so this makes the target range Coca Cola market widened because young people can give to others.
Coca Cola is one of the most famous and iconic brands in the world. In fact, it is so popular that according to Coca Cola’s most recent newsletter the word “Coca Cola” is the second most understood term worldwide only behind the word “okay.” Coca Cola origin roots can be traced back all the way to 1886 when Coca Cola was invented by John Pemberton who then with the help of his friend Frank Robinson named the drink “Coca Cola” and later on patented the Coca Cola extract. However, in 1888 both the Coca Cola brand name and its formula were acquired by Asa Griggs Candler who would go on to make Coca Cola an iconic brand and would lead an evolution that would change the beverage industry forever. However, Coca Cola would not be where it is now without several key milestones which guided the company to its success now. Some of these key milestones include in 1904 releasing its first Coca Cola Advertisements on magazines and artworks nationwide which began Coke’s popularity as it would go on to be a star in the beverage industry. This led to another key milestone in 1930 as Coca Cola decided to take its company internationally and compete in markets outside United States. This is important as this event lead to enormous success and brand value for Coca Cola as a world famous beverage product. Coca Cola’s successful entry into international markets was just the beginning for its success and these accomplishments would continue in 1950 as Coca Cola achieved another key
Development of the market, it is recommended as the Ansoff the company's goal is to provide existing products to new markets. The market development goal should be to attract new customer segments, using a slightly different strategy to become the consumer's existing product (Ansoff, 1984).
Coca-Cola, from inception to present-day, attributes its’ success to a unique flavor and their prevailing commitment to providing a superior product. A great measure of Coca-Cola’s beverage superiority is ascribed to consumer brand loyalty for that original formula. However, in 1985 Coca-Cola altered their beloved formula, creating New Coke. Historically, this blundered marketing scheme was referred to as an egregious tampering of America’s favorite beverage (Coca-Cola, 2017).
Ansoff’s Matrix is a useful tool for analysing the approach to the marketing strategy of a business. The matrix puts markets against products and will suggest one of four marketing strategies for the business to follow.
Marketing is the backbone of any company. From planning to supply chain, the performance of a company will be dependent on how good the product produced is going to be marketed. If the marketing strategy fail, all efforts put in finance, production, planning and supply chain will be in vain. Coca Cola has been one of the marketing gurus in India breaking all the national cultural barriers in its way.
According to, the Ansoff Product-Market Growth Matrix is an instrument in marketing that was developed by Igor Ansoff. In the Ansoff matrix, it allows the marketers to look at different ways to grow the business through existing products and markets and new products and markets. Moreover, the matrix is composed of four various strategies:
The Coca-Cola Company is one of the largest in the world and the Coke logo is one of the most widely recognized icons in the world. The company used many different marketing campaigns in the years since the company has been created, some being more successful than others. Two such commercials, the Hilltop commercial and the Taylor Swift commercial, both differ in the approaches but are still both successful in their approaches. The first was first aired in nineteen seventy one while the second was first aired in twenty fourteen. I think that the Taylor Swift commercial is more successful than the Hilltop commercial because it better addresses its more specific audience.
The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed
Coca Cola has differentiated its product and services that are valued by its customer. Its product are based on customer’s preferences, with affordable price and made easily accessible.
Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).
In the following report I will discuss how Coca-Cola markets their goods and/or services digitally over the internet and how they apply the marketing mix strategy to their online presence. I will give an outline and content of the organisations web page paying particular attention to, home page, services provided, contact details, location etc. I will provide you with an outline of what the web page looks like.
The Ansoff matrix is another marketing planning tool that helps a business determine its product and market growth strategy. Ansoff's product/market growth matrix
1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).