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Marketing Plan of "coca-Cola" Drinks

Essay by   •  September 13, 2016  •  Business Plan  •  2,642 Words (11 Pages)  •  1,267 Views

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The company has a  responsibility marketing. These are the set of the principles that guide the entire business functions of the marketing and also established the rules and the regulations as to what the company would do and what it will never do. The company uses the services of the independent auditors so as to ensure that it is complying with the set of the principles in the policy. The following are the 4 principles of the marketing policy of the company:

  1. Choice: these provide the range of the beverages that supports the customer sin making the most sensible choices that suits their diets and their lifestyles.
  2. Balance: this encourages the sensible consumption and moderation of the customers
  3. Honesty: this ensures the honesty and transparency in all the activities of the marketing and sales undertaken by the company.
  4. No marketing to children:  the company does not market its products to the children under the age of 12 years.

The company listens to its customer. The company speaks to its customer on a regular basis and such stakeholder’s. The company interacts with them about the responsible marketing and it makes sure that it is providing the people with the wide range of tasty ad quality drinks.

(Britain et al., 2015)

Marketing strategy

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Marketing is all about getting the right product at the right place and making it available at the right time, at the right price and with the most suitable promotional activity. The company has always been very creative when it comes to its marketing mix. The marketing principles have always been based upon the following universal strategies:

  1. Acceptability:  the company ensures this with the help of an effective marketing. The brands of the company are an integral part of the daily lives of the customers and this is what makes the beverages most preferable anywhere the customers go.
  2. Affordability: the company guarantees that it offers the best prices of value of the money.
  3. Availability: the company ensures that its brands are available anywhere wherever the people go and they want refreshment that is a pervasive penetration of the market place.

The company has a very well extensive and a well organised global distribution network that guarantees the ubiquity of the products that it offers. The term ubiquity refers to the ability to appear to be the present everywhere at once. The approach of the company is based on its belief that the company must try to quench the thirst of each and every person on this world, even if it’s 5.6 billion of them. The company operates around the world through its franchise system by the way of supplying syrups and concentrates to over 1,200 bottling operations. There are about 35 bottling plants in the United States only. This involves the local companies and the suppliers in around 200 countries in which the beverage of the company are sold.

The bottling companies distributes the beverage using the most sophisticated technology and through the distribution networks that are available. The company supports the international bottler network with the use of its sophisticated marketing programmes that seek to guarantee the brand of the company where they could see the refreshment. The company’s bottling systems I the largest and the most widespread production and the distribution network in the world.

(Businesscasestudies.co.uk, 2015)

Strategies of the company:

The company operates in the largest footprint in Latin America. During the year 2014 of January, the company went on to structure its business activities into the following 4 divisions:

  1. Mexico and Central America (covering certain territories in Mexico and Guatemala, and all of Nicaragua, Costa Rica and Panama)
  2. South America (covering certain territories in Argentina, most of Colombia and all of Venezuela)
  3. Brazil (covering a major part of the states of São Paulo and Minas Gerais, the states of Paraná and Mato Grosso do Sul and part of the states of Rio de Janeiro and Goiás)
  4. Asia (covering all of the Philippines through a joint venture with The Coca-Cola Company).

Through these new divisions, the company went into create the flexible structure that is able to execute the strategies and extend the track record of the growth.one of the major goals of the company is to maximise its growth and its profitability so as to create its value for the shareholders. The efforts so as to achieve the same are based upon the following:

  1. Transformation of the commercial models that focusses on the value potential of the customers and by the use of the value based segmentation approach that is able to capture the value potential of the industry.
  2. Implementation of the multi segmentation strategies into the major markets that targets the distinct markets cluster and is further divided into consumption occasion, competitive intensity and socioeconomic levels
  3. Implementation of the well planned product, packaging and the pricing strategies through the various different distribution channels.
  4. Driving the product innovation along with the other product categories
  5. Development of the new businesses and the distribution channels
  6. Achieving the full operating potential of the commercial models and the processes that is able to drive the operational efficiencies throughout the company. Further, the company intends to continue to focus on the following:
  1. Working with the company so as to develop the business so as to continue to explore and participate in the new line of the beverages, thereby extending the existing lines of the product and effectively advertising and marketing the new products.
  2. Developing and expanding the portfolio of the beverages through the way of innovation strategic acquisitions and by entering into the agreements so as to acquire the companies.
  3. By expanding the strategies of the bottled water with the company through innovations and by selectively acquiring the ventures so as to increase its profitability across the other market territories.
  4.  Strengthening the capacity of the company and go to the market strategies including the pre sales conventional selling and hybrid routes. This is done in order to get close with the clients and help them in satisfying the beverage needs of the customers.
  5. Implementation of the selective packaging strategies so as to increase the consumer demands for the products and build a strong returnable base for the brand of the company
  6. Replicating the nest business practices throughout the value chain
  7. Rationalising and adapting the organizational and the asset structure so as to be in a better position so as to respond to the changing competitive environment.
  8. Committing to the building up of the multi-cultural collaborative team from the top to the bottom and
  9. Broadening the geographic footprint by the way of organic growth and the strategic joint ventures, mergers and acquisitions.

Competitive Advantage:

Market leadership: the company Coca Cola FEMSA is the largest franchise bottler of the trademark in the world having its operations in Mexico, Guatemala, Nicaragua, Costa Rica, Panama, Colombia, Venezuela, Argentina, Brazil and the Philippines.

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