Report Of Coca Cola Marketing Analysis Marketing Essay

Report Of Coca poop Marketing abstract Marketing EssayThe operating environment of our company contains two spots the macro-environment and the micro-environment.Macro-environment Entering into the 21st century, the substantive harvest-feastion of the society has been abundantly riched and the standard of living of people has been greatly improved. The UK crapulence grocery is personnel casualty through an environment of constantly meeting the material and cultural needs of people. The breathing in concept of move healthy and fashionable lifestyle becomes more and more st posegic. People constantly strive for excellence and pass on to the pursuit of aggressiveness. The number of people that concern about the nature and health is constantly increasing, while nigh growths of the Coca-Cola and their fashion sense and metropolitan physical body are consistent with the characteristics of modern peoples go fartainments and the development of living space(Wette Kristensen,2 005). They similarly comply with the demand of low calorie of the consumers, so it allow be subject to the general consumers.Micro-environment primarily speaking, Coca-Cola has the stable and dependable suppliers and intermediaries with scale. The supply set up is relatively unsnarl. It can constantly adjust its supply chain and value chain according to the actual situation. This has great relationship with creating the stable kingdom of Coca-Cola(Jens Rupp,2009). There are basically only two competitors within the industry of the US soft drinks for the two companies account for 70% merchandise shares. But there are some differences between these two scars in the customer start out and the impression. Both have a long history and great publicizing investment. The influence of history and advertisements pay off the two brand Coca-Cola and Pepsi become the symbol of American culture. For various reasons they form a great industrial monopolies. Currently Coca-Cola continues to develop to a revolutionary direction.(2)Competitive regional analysisThe main rival of Coca-Cola in the beverage market is the other existing competitors and potential competitors. Among them, the existing competitors include orthogonal competitors and topical anesthetic competitors. The foreign competitors-Pepsi Cola is the largest available competitor. Pepsi Cola is one of the worlds most successful 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 class 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 planetary competitiveness. Strong marketing cap abilities, systems and corporate advertising. Brand image grows deeply in peoples minds, has become one single out of consumers life. The Mystery formulations of the core product are extremely confidential, so its popular for 100 years without failure. rise to power deployment is rather complete, and has the strong sales channels of fast food.Innovative and bluely competent, the most representative product is the make of Diet Coke.High market share, more market leading brand products.Products have the characteristics of convenience, the unique flavor and the ordinary price 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 financial condition of trys.Disadvantage (weakness)Large organizations, throw is not easy.Consumers stereotypes to the products unhealthy beverages containing the ingredients of caffeine in cola, and could easi ly lead to obesity and other health problems. The product identification of major consumer groups ( preteener) is slightly worse than Pepsi. Access of bottled drinks is over the unspecific range and its more concentrated to control the final product timbre 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, particularly 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.ThreatThe alternative of other Non-cola carbonated 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 r ival Pepsi is a Brobdingnagian threat. Over the past few years, the performance of Coca-Cola is stagnant while the Pepsi is continuous growing.(4)PEST AnalysisAnalysis of policy-making and legal movers 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 compass better development in the UK. This can bring more advantages and opportunities to Coca-Cola.Analysis of economic environment actor the treatment of the UK to the foreign investors is very favorable. Foreign and British businesses get the same tax, financial subsidies, new engineering science development subsidies. Because of the complete base facilities, transport facilities, communication equipment, stable political environment and other ripe and favorable conditions, they are enormously attractive to foreig n investors. In addition, the UK is 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 price 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 using new technology in new product has been greatly shortened. The product renewal of beverage industry has speed up. At the same prison term the promotions are becoming more diverse.Analysis of Social and human factors the UK is a country filled with high-toned 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 con sumer group. The young generation are open-minded and they pursuit healthy, fashionable and high-quality life. Therefore the natural and healthy Coca-Cola which is consistent with the slew can meet their requirements.2) segment by the purchasing factorsInterest segments of marketagenumberspsychological sciencepreferable brandtasteHeavy consumerPursuit fashion and trendy and like to buy foreign brandsSoda productHealth and beauty20-34Heavy consumerPursuit fashion, health and leisure, with more pressure and bore to relaxFunctional beverage or packaged water with caffeine and vitaminsHealth and care35 demoralise 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 stone pit 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 succus 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 Scott Morton,Florian Zettelmeyer,2004). First of all, it maintains a concentric development and its own 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 diffusion channels. The market of tea drinks becomes a corollary. In the end Coca-Cola has a well brand re assignation. So we put the favorable market segment as a starting 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 considerable operation costs and win the high return on investment as a moment 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 slogan 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%3broadcastinglow cost, flexible information dissemination, timely, wide spread,250060%2networkeffectively attract the target audiences attention, and interact directly with consumers300080%2newspaperLasting preservation of information, high trust100050%1