The Coca Cola Company Marketing Case Study - The Coca Cola Company 1 Integrated Global Marketing Case Study The Coca Cola Company Integrated Global

The Coca Cola Company Marketing Case Study - The Coca Cola...

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The Coca Cola Company Integrated Global Marketing Case Study 1 The Coca Cola Company Integrated Global Marketing Case Study MBA6012 Professor Johnny Morris 8/21/2015
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The Coca Cola Company Integrated Global Marketing Case Study 2 Introduction The Coca Cola Company of Atlanta, GA produces carbonated beverages that are sold in stores, restaurants, and vending machines around the world. Coca cola has a historical origin of being here as early as the 19 th century. It was invented by John Pemberton and marketed by Asa Griggs Chandler. The company became a dominant soft drink market throughout the 20 th century and it has introduced other cola drinks under its name. I chose this company because Coke is a very popular drink and I live in the home of where Coca Cola is represented. Coke has always been my favorite soda and it is the best global brand among all competing soda beverages. Coca cola has been the world’s most valuable brand. The Coca Cola Company is a global business which compromises 300 bottling partners worldwide (Coca-Cola Company, 2012). It owns its brands and it is responsible for consumer brand marketing initiatives. In 2011, Coca Cola and Heinz Ketchup becomes a landmark partnership to expand the use of innovative plant bottle packaging (Coca-Cola Company, 2012). Today Coca Cola celebrates 126 th anniversary with innovative, cultural events and exclusive events all around the world. Company Marketing Mix A company’s marketing mix is made up of its price, promotion, product and place. Mostly known as a company’s four P’s that determine the business tool used help market the company. Coca Colas marketing mix, its price, product and promotion and the critical elements that makes up it marketing management. The company’s price strategies comprise of staying competitive in their pricing. The pricing systems for Coca Cola can be set by grocery stores, convince stores, or vending machines. It is important for Coca Cola to stay competitive in price
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The Coca Cola Company Integrated Global Marketing Case Study 3 because of its competitors like PepsiCo. The Coca Cola Company is competition-based. And they use status quo pricing. Coca Cola uses several media channels to advertise their products through promotion. They focus mainly on TV commercials and campaigns for advertisement. Customer represents their product. The sales approach for Coca cola is sought out through sales promotion, public relations and events and direct marketing. Coca Cola’s center of attention is on their products with a focus on their suppliers and customer. Coca colas customers are high value to the company. Coca Cola seeks to better understand the impact of the business along the entire value cycle and partner with customers to address areas of concern and add value beyond their beverage products (Coca Cola Company, 2012).
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