Coca Cola's Marketing process is briefly discussed in all the slides after thorough research on their marketing process.

2. Introduction
Invented in the year 1886
Initially it was a medicinal
beverage
In 1894, Asa Candler bought
the company and started
selling as a beverage
Pharmacist John Pemberton

3. In the first year, John Pemberton sold 9 glasses of
Coca-Cola per day at a price of 5 Cents each.
And now, Coca-Cola serves an estimate on 1.9 Billion
bottles a day.

4. are now buying products from Coca-Cola

5. Products

6. 3500 beverages
(more than 500
brands) spanning
from sodas to
energy drinks to
soy-based drinks.
It would take you
over 9 years to try
them all, if you
drank one per day.

8. Coke owns THREE of the five best selling
soft drinks in the world.
The Coca Cola
Company
Pepsico The Coca Cola
Company
Pepsico The Coca Cola
Company
My Favorite

9. Coca Cola
49%
Others
31%
Pepsi
20%
MARKET SHARE – BEVERAGE INDUSTRY

10. 94% of the world’s population recognize the red and white
Coca-Cola logo

11. Total Revenue: $41,000,000,000

12. Promotions Budget: $4,000,000,000
Campaigns Promotions Advertisements

13. Marketing Mix of Coca-Cola

14. Product Place
Promotion Price
Marketing
Mix

15. Product
 The company has the widest portfolio in beverage
industry comprising of 3500 products.
 Beverages are divided into diet category, 100% fruit
juices, fruit drinks, water, energy drinks, tea and coffee
etc.
 As per Nielson’s data, Coca cola is the No.1 brand in
sparkling beverages, juice, and retail packaged water in
2010.
 Coca cola has its market presence around 200
countries.

16. Price
 Due to the availability of wide range products, the
pricing is done according to the market and
geographic segment.
 Each sub-brand of coca cola has different pricing
strategy. Their pricing strategy is based on the
competitors pricing, Pepsi is the direct competitor to
coke.
 Beverage market is said to be a oligopoly market (few
sellers and large buyers), hence they form into cartel
contract to ensure a mutual balance in pricing between
the sellers

17. Place
 Coca cola is the world’s most favorite brand and is
available all over the world.
 The distribution system of coca cola follows the FMCG
distribution pattern.
 The effective distribution network of coke has almost
eroded the small and middle level players in the
market.

18. Promotion
 Coca cola adopts various advertising and promotional
strategies to create an increased demand in the market
by associating with life style and behaviour and mainly
targeting value based advertising.
 Coca cola uses CSR as its marketing tool to gain
emotional benefits in consumers mind.
 It allows price discounts and allowances to distributors
and retailers and uses various types of sales
promotions in order to push more products into the
market. It employs both push strategy through
promotions and pull strategy through advertisements
and campaigns..

19. Brand Image

20. Happiness Relaxation Friendship Love
Brand Image

21. Brand Image
Coca-Cola always try to spread positivity of the things
happening in the world through their Happiness
campaigns.
Happiness

22. Brand Image
Coca-Cola, being a relaxing beverage, promotes to
have some Rest after the day’s hard work.
Relaxation

23. Brand Image
Friends are someone we always want to have by our
side. So does Coca Cola want to be by their
customer’s side.
Friendship

24. Brand Image
Human beings are made of love. We all love to Love.
Coca Cola promotes the sharing and caring of loved
ones through their campaigns.
Love

27. Coca Cola consider each customer as a target and a
potential consumer. All age groups are being targeted but
the most potential is the age group from 18-25 that covers
around 40% of total age segments.

28. Marketing Strategy

29. Marketing Strategy
Video Advertisement Print Advertisement
Traditional

30. Marketing Strategy
A YouTube channel Coke Emoji Hashtags on social media
#HolidaysAreComing

31. Revolutionary Marketing Campaign by
Coca-Cola

32. Revolutionary Marketing Campaign by
Coca-Cola
Share a Coke Project Connect

33. Revolutionary Marketing Campaign by
Coca-Cola
Created the most literal
rendition of sharing a coke.Share a Coke
The regular looking can of coke
can be twisted to become two
mini cans.
Allows the easiest method to
SHARE the happiness aka coke.

34. Revolutionary Marketing Campaign by
Coca-Cola
Project Connect
Most successful share
happiness campaign.
Names/words were written on
the body of the bottle.
Initially, it was launched in
Australia in 2013 allowing Coke
to reach 42% of Australia’s
population.

35. Revolutionary Marketing Campaign by
Coca-Cola
Project Connect
That year, around 250,000,000 bottles
were sold in a nation of just under
23,000,000 inhabitants.
The positive response made Coca Cola
spread this campaign in 70 countries
using 17,000 names.

36. Revolutionary Marketing Campaign by
Coca-Cola
Project Connect in
Bangladesh

37. Revolutionary Marketing Campaign by
Coca-Cola
Project Connect in
Bangladesh A bit different than other
countries.
Lost Bengali words are
used to promote them.
These words connect
people.

38. Revolutionary Marketing Campaign by
Coca-Cola
Project Connect in
Bangladesh
People share these on
social media.

39. Taken from the stories of people.

40. SWOT Analysis
POSITIVE NEGATIVE
EXTERNALINTERNAL
› Brand Equity
› Vast Market Presence
› Largest Market Share
› Customer Loyalty
› Competition with Pepsi
› Product Diversification
› Absence in health beverages
› Water Management
› Diversification
› Developing Nations
› Supply Chain Improvement
› Market lesser selling products
› Raw Material Sourcing
› Indirect Competitors
STRENGTH WEAKNESS
OPPORTUNITY THREAT