Coke Company Case Study
Introduction:The purpose of the report is for my marketing Ica.The background of the project is todescribe about coke marketing method and what type of segmentation did they use to become a successful company now.Personally, I would go to internet and find the research and analysis of the company using google. Research of the brand coke:Coke company culture is the diversity of who we are, how we operate and how we see the future.Our inclusive culture is defined by our seven core values: leadership, passion, integrity, collaboration, diversity, quality, and accountability. Our central promise at The Coca-Cola Company is to refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference. Two assets give us the opportunity to keep this promise – our people and our brand. The Coca-Cola Company leverages a worldwide team that is rich in diverse people, talent and ideas. As a global business, our ability to understand, embrace and operate in a multicultural world — both in the marketplace and in the workplace — is critical to our sustainability.Our diversity workplace strategy includes programs to attract, retain, and develop diverse talent; provide support systems for groups with diverse backgrounds; and educate all associates so that we master the skills to achieve sustainable growth. (Source from
Customer needs and wantsCoca-Cola consumer needs water to drink as they are thirsty and when they are thirsty they want to drink coke to satisfy their thirst and they love the taste hence they have the money to buy a coke which is a demand.Research on coke customer behaviour Personally, I think that coke consumer behaviour is quite well as they have shown how consumer buy, how they use the product and how they dispose the product.(I don’t understand what you are trying to say here. You put the title for this section as “Research” and you start the paragraph by saying Personally. This is not research.)Marketing orientation adopt by cokeCoke has adopted the societal marketing and marketing orientation. Firstly, you can see from the coke company vision that their vision is to create a great workplace for their worker to work in where they are inspired to do their best and they will nurture a winning network of customers and suppliers, together they create mutual, enduring value. Hence,be a responsible citizen that makes a difference by helping build and support sustainable communities. Therefore, coke has adopted the societal marketing orientation as it has meet the criteria of the orientation which is to look after the welfare of the customer and society when making profit.Secondly, coke has produced many different flavour of coke to satisfy the needs and wants of coke consumer. For example when you are thirsty and want to buy a drink you could found coke almost at every shop you visit hence saving the customer time as coke has make partnerships and franchise with many company everywhere. When customer want to drink coke with ice cream flavour they could drink the vanilla coke and when customer wants to drink coke but scare that the sugar input in the coke would put on weight they could just drink coke zero a type of coke which is zero sugar input hence having the same taste making the drink healthier and satisfy the wants of the customer, they could also drink the caffeine coke where it will prevent drowsiness and improve the performance of the consumer. Therefore, coke also has adopted the marketing orientation as they have find what customer wants, satisfy their needs and follow the company goal.Product mix(You must explain what you put in this table; table alone does not get marks because they need explanation. I suggest you get rid of this table because it shows that you don’t understand the Product Mix width, length etc.)Different flavour of cokeProduct line lengthCokeCoke zeroVanilla CokeCaffeine cokeTaste goodFunEasy to findHealthyTaste goodFunVanilla tasteNice to drinkPrevent drowsinessImprove performanceTaste goodCoke packaging and labelling Coke has produced recycled plastic bottle using renewable plant as a packaging bottle for coke has reduced the carbon footprint of the “drink in your hand” by 25 percent by 2020. Since the material’s launch in 2009 through December 2014, more than 30 billion Plant Bottle packages have reached the market in nearly 40 countries resulting in more than 630,000 barrels of oil saved. Coke by doing this kind of marketing has resulted in more people buying coke as they think that by drinking soft drink we can play a part in saving the earth. (Source