Coca Cola Marketing Planning Methods
When I first read the session long project assignment, I sat down and tried to think of what company to research on.Being military, I thought seriously about researching more about the defense contractors that serve our mission.Upon further thought, I realized defense contractors would be a poor choice since their marketing tactics would behard to research. I then got the recent Fortune magazine to research the Fortune 500. Walmart, ranked number one;may have been a good choice since my husband claims we should own stock with how much I shop there.However, I decided on number 92 on the Fortune 500, the Coca-Cola Company. "The Coca-Cola Company marketsfour of the world 's top-five soft drink brands, including Diet Coke, Fanta and Sprite. " happento drink a lot of DietCoke. The company leads the soft drink industry with a 50 percent market share. For the purpose of thisassignment, I will discuss the Coca-Cola Company 's competition and the how the Coca-Cola Company 's marketingimpacts the company 's financial objectives. But first, I will present the Coca-Cola 's Company 's mission.The Coca-Cola PromiseThe Coca-Cola Company 's mission, also known as the Coca-Cola Promise is to "benefit and refresh everyone ittouches "and to "When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurtureand protect our brands, particularly Coca-Cola. " This blue chip company has remained a leading competitor in thesoft drink industry for 115 years because of its unwavering devotion to the Coca-Cola Promise. Except for that onetime, in 1985, when Coca-Cola imprudently decided to change the original formula of its leading brand Coke, thecompany has never changed its primary focus to provide consumers the highest quality beverage available in themarketplace. In case you don 't recall, this ghastly miscalculation on The Coca-Cola Company 's part resulted in a blizzard of discontent among faithful Coke consumers resulting in the company reverting to the
References: UsedLa Monica, Paul R. 2002. Coke vs. Pepsi: the new cola wars. Forget about how Vanilla Coke and Pepsi Blue taste.Which stock is better: Coca-Cola or PepsiCo? CNNMoney.Retrieved from the World Wide Web on 01 April 2004:http://money.cnn.com/2002/05/10/pf/investing/q_cola/Lomax, Alice. 2004. Pepsi 's Cutting Edge? The Motley Fool. Retrieved from the World Wide Web on 01 April2004: http://www.fool.com/News/mft/2004/mft04030917.htm?source=eptyholnk303100&logvisit=y&npu=yA New Taste for Coca-Cola: Coca-Cola Launches Vanilla Coke®. New Release.2003. Retrieved from the WorldWide Web on 2 April 2004: http://www2.coca-cola.com/presscenter/nr_20020508_vanilla_coke_launches.html North American Operating Segment. Real Impact. Retrieved from the World Wide Web on 2 April 2004:http://www2.coca-cola.com/investors/annualandotherreports/2003/opseg_2.shtml