Coca-Cola’s Marketing Strategy: An Analysis of Price, Product and Communication

Trabajo Universitario , 2011 , 53 Páginas , Calificación: 1,0

Medios / Comunicación - Relaciones públicas, publicidad, marketing, medios de Comunicación Social

Coca-Cola: a Soft drink which is not only refreshment, but an American symbol.
Coca-Cola has grown to one of the world’s biggest and most successful companies.
Such a success could only be achieved by a strong and outstanding Marketing Management.
Coca–Cola connects with its audience and customers in a way that other companies don’t do.
This report provides information about Coca–Cola’s Marketing Strategy and analyzes its
communication, product and price policy.

CONTENT

Executive summary

The company's history and birth of Coca-Cola

Coca-Cola's Marketing Strategy
Market Segmentation
Mass Marketing vs. Targeted Marketing
Geographical Segmentation
Gender
PEST-Analysis
Political Factors
Economic Factors
Social Factors
Technology
Porter's Five Forces
The threat of new entrants
Rivalry
The threat of Substitutes
Bargaining power of buyers
The bargaining power of suppliers
SWOT-Analysis
Strengths
Weaknesses
Opportunities
Threats
Marketing strategy and Marketing Mix

Product and Pricing Policy
Coca Cola's Product Portfolio
Most important brands
Pricing Strategy
Evaluation of Coca-Cola's current product and pricing policy
Recommendation

Communication policy
Communication Strategy
Messages within Coca-Cola's communication
Advertising
Public Relations
Personal Selling
Sales promotion
Direct Marketing
Viral Marketing
Most important communication channels and Social Media Activity
Evaluation of the company’s communication policy
Recommendation

Summary of the Main Results
Main results of the price, product and communication policy
Main recommendations

Sources

• Calificación: 1,0
• Autor: Julia Anders (Autor)
• Año de publicación: 2011
• Páginas: 53
• No. de catálogo: V232661
• ISBN (Ebook): 9783656494980
• ISBN (Libro): 9783656495277
• Idioma: Inglés
• Etiqueta: coca-cola’s, marketing, strategy, analysis, price, product, communication