configuration and co-ordination of the business’s worldwide activities, Douglas and Wind (1987) argue that the assumption of a consistent model of, market and customer behaviour existing across the globe is not universally, accepted. All of these issues are discussed alongside the impact of an ethnocentric approach. by targeting new geographical areas and target segments. Aaker (1998) also points to the, time as a way of cost reduction. Thirdly, due to the influence and dominance the leader has in, the market it is able to use its position to negotiate lower pricing with, suppliers and to command higher market price for its products. The Coca-Cola Company has adopted both a Differentiation and a Cost, Lower Cost Differentiation, The use of a differentiation strategy is where the firm attempts to be diverse, unique value to its customers. We invest to improve people’s lives, from our employees to all those who touch our business system, to our investors, to the broad communities we call home. This strive for, low cost through standardising products is key and will result in growth for the, corporation. Iain is responsible for the, production of the division’s annual Business Plan, monitoring progress, against key objectives and is thus heavily involved in overall strategic, analysis and strategy formulation. Dr Vrontis is an active member, of the IMRG (International Marketing Research Group) centre, undertaking, research and providing consultation to a numer of national and international, companies, in both consumer and trade markets. Its Cola is popular worldwide & is liked by people of all … and Hamel, G. (1990), “The Core Competence of the, Porter, M.E. designed after a careful consideration of the situational environment. Today, we have approximately 225 bottling partners across more than 200 countries and territories and sell our brands in more than 20 channels within approximately 30 million customer outlets globally. Originally, Coca-Cola’s business was defined as one operating in the carbonated soft, drinks (CSD) market. What factors should be considered in strategic positioning, (whether for the domestic or international market) ample consideration, These groups of elements are Macro, Meso and Micro factors and, comprise the PESTLE (Political, Economic, Social, Technological, Legal and, Environmental) macro factors, prevailing Trends and Concepts meso factors. COCA COL A SEGMENTATION, TARGETING & POSITIONING STRATEGY Segmentation Coca cola association is the world's driving producer, support, and merchant of delicate drinks. It is possible that many of these ‘Dogs’ might form the basis of emerging, Further, if we consider Coca-Cola’s position as market leader within the, ‘pre-packaged liquid refreshments’ market and the relative profits derived, from this market, then it becomes clear that they are positioned in the, ‘Protect Position’ quadrant of the Mckinsey Matrix (figure 11). In order to further penetrate these markets Coca-Cola, has broadened the definition of the business it is in to ‘ready packaged liquid, CSD market, to markets such as bottled water, fruit juices and innovative, ready to drink tea markets. The danger in this strategy, is that the way is paved for a feature war. The new strategy Coca-Cola is using to bring all of its trademark brands— Coca-Cola, Coca-Cola Light/Diet Coke, Coca-Cola Zero Sugar and Coca-Cola Life—under the same roof is rolling out in countries around the world. Each presenter discussed a specific issue regarding the direction of the global economy and gave suggestions regarding the better performance of the companies. international positioning of Coca-Cola by utilising a number of models. The international marketers should have to search for the right balance, between standardisation and adaptation and therefore determine the extent, of globalisation in a business and adapt the organisation’s response, accordingly. To understand corporate success, the logic of successful strategies must, be understood. 5. This is illustrated below in figure 2 in the Vrontis’ Framework of, We have developed Vrontis’ AdaptStand Framework further, adding the, following calculations, to illustrate a subjective view of where Coca-Cola is, positioned on the continua. Boutzikas, J. Stalk, G., Evans, P. and Schulman, L. (1992), “Competing on Capabilities”, Svensson, G. (2001), “Glocalization of Business Activities: a Glocal, Thomas, M. and Hill, H. (1999), “The Impact of Ethnocentrism on Devising, and Implementing a Corporate Identity Strategy for New International, Vrontis, D. (2003), “Integrating Adaptation and Standardisation in. In terms of Differentiation, the firm attempts to be, diverse from its competitors by adding something to its product that will, provide a unique value to its customers. Written over two millennia ago, it is still valid. Examines how Coca-Cola has strategically positioned it self within the world's soft drinks market. Based on the understanding gathered from this study, the report finally explored the practices of Soft Drinks Company in regards to this particular study area and dug out the reasons for changing and adapting its SPT strategy in the international marketplace and the underlying impact of this adaptation practices focusing on the distribution channel of Soft Drinks in overseas localized markets. Also due to, North/South division advertising has to reflect cultural and political, When introducing its product, Pepsi was very sensitive to the traditions and, switches to western style bar where seen drinkin. This also ensures that Coca-Cola has a comprehensive product portfolio, in each market, increasing the likelihood of a purchase of a Coca-Cola, Company branded product. The company is thriving as it is both effective (doing things right), Coca-Cola is adopting Differentiation and Cost Leadership strategies, (Generic Strategies). COCA COLA BRANDING STRATEGY 2 Coca Cola Branding Strategy The significance of branding has grown tremendously over the years. Globalization by itself does not lead to less inflation, just greater sensitivity to foreign economic conditions. Coca Cola is one of the most leading company in soft drink beverage industry. Coca-Cola, in turn, has a powerful marketing strategy to attract customers in a subtle way and you will discover in this article. Porter considers the external factors, which impact upon a firms, competitive positioning. Markides, C. (1999), “Six Principles of Breakthrough Strategy”, Mesadag, M. (2000), “Culture-Sensitive Adaptation or Global Standardization, Medina, J.F. Once, a dominant position is gained it is difficult for the competition to dislodge the, incumbent firm provided the position merits continuation and that it is. These specific factors help Soft Drinks to established financial growth in the global market. Due to, “We are developing relationships with consumers and getting Coke and, “We are continuing to focus on developing our core brands and introducing. This can be achieved by concentrating efforts on, maintaining its existing strength by investing to grow at maximum digestible, Coca-Cola should maintain its marketing orientation not only in its, strategic approach but also in its tactical day-to-day operations. results show that standardization and globalization may be at opposite ends of an evolutionary Understand how the world is “shrinking” and how intrastate regional markets now face global competition 5. The Strategic Positioning of Coca Cola 291 The global soft drinks market is dominated by 3 household names: Coca-Cola, PepsiCo and Cadbury-Schweppes. It is troublesome when the use of a concept or an approach is ambiguous and confusing. Our vision is to craft the brands and choice of drinks that people love, to refresh them in body and spirit. should take in order for its strategy to be successful? International Marketing, The AdaptStand Modelling Process”. Coca-Cola uses the same strategy to market and formula it’s business: “One sight, one sound, one sell” (David, 1996). ASSOCIATING THE PRODUCT WITH A SPECIFIC GROUP OR EVENT: Coca cola uses Strategy of Attitude Change by associating Coca cola with different groups and events. The former chairman of the Coca-Cola Company, Douglas Ivester has. He is currently acting as a guest editor and reviewer in a, number of books and academic journals and he is the author of a number of. For example, the more times a process is, carried out, the more efficient the process becomes. (1986), “The Strategic Role of International Marketing”, Porter, M.E. U.S. inflation. Later, it developed new products, both at a national and. Of the seven elements of the extended marketing mix a maximum, If the positions of all the beads are summed, a score of 22.75 is, This pictoral representation reveals that the mean is further towards the. These products serve as the principal raw materials for the end-user beverage products of the company. possession of global brand name, a learning curve effect (Porter, 1985), and the option value or cross-subsidisation (Hamel and. We believe executing and improving upon these initiatives forms the foundation to deliver strong results today and in the years ahead. The marketing strategy of Coca Cola is a mix of three important elements – affordable prices, worldwide accessibility, and great customer connection. 70% of the company volume and 80% of, the company profit come from outside the United States. Secondly, customers are unwilling to take risks, and will therefore stay with the main market player due to the comfort factor, that prevails. Disciplined portfolio growth through a constant focus on innovation, revenue growth management and improved execution – all supported by integrated brand-building. Both processes, internationalisation and globalisation, coexist and the decision on, standardisation or adaptation is not a dichotomous one between complete, standardisation and adaptation. The competitive analysis is done to understand the relative positioning and market share of the company's direct and indirect competitors. Just think about that when evaluating the Coca-Cola’s ad campaigns. Coca Cola Place & Distribution Strategy: Following is the distribution strategy of Coca Cola: Coca Cola being in the market for more than 130 years and operating in more than 200 countries worldwide, it has developed excessive distribution network. Rumelt, R. (1980), “The Evaluation of Business Strategy”. This research consists of a questionnaire survey to the largest UK multinational companies and investigates companies' level of adaptation and standardisation across international marketing tactics. approach to its overall marketing strategy. It is apparent from the following figure (figure 5) that businesses finding, themselves to the left of this matrix are destined to die, strategy being the key, Considering Coca-Cola’s international performance, we can argue that the, company is thriving as it is effective-doing things right (having the desired, effect, producing the intended result) and efficient-doing the right thing (able. Going from a predominantly sparkling soft drink company to offering a diverse array of products across categories. Selena gomez endorsement of this coca-cola as an example, the design of the bottle is very exquisite. Segmentation helps the brand to define the appropriate products for specific customer group; Coca Cola doesn’t target a specific segment but adapts its marketing strategy by developing new products.Similarly it uses mix of undifferentiated & mass marketing strategies as well as niche marketing for certain products in order to drive sales in the competitive market. Companies that dominate small domestic markets will gradually. Coca-Cola pursues an assumed global strategy, allowing for differences in packaging, distribution, and media that are important to a particular country or geographical area. scale economies (Levitt, 1983), accumulated international experience. The Importance and Level of Adaptation of STP Strategies for Growth in Foreign Markets: In the Case of Soft Drinks Company. At the same time he is the course leader at the, Postgraduate Certificate and Diploma in Strategic marketing and supervises, postgraduate research students at MA, MPhil and Ph.D. level. that when a company pursues a global strategy, it looks at, (Product Development) and then started operations in the. They point to four reasons why market share might be linked to increased, profitability. The strategic positioning process is concerned with the choice of production-centred activities a company carries out internally and those provided externally. The production and operational processes a firm employs can also, reduce costs. Each, element within the marketing mix can therefore be adjusted in order to gain, Levitt (1983) takes the opposite view and suggests that the global, will digress from this standardisation only after exhausting all possibilities to, retain it and he will push for reinstatement of standardisation whenever, digression and divergence have occurred. One brand likes targeting a segment of people that wants to shine bright, speak louder another brand targets people who want to be happy for just a moment. To be successful, a company needs to get both its strategy and tactics, working in harmony to provide the optimum return bounded by efficiency, (McDonald and Leppard, 1993). The terms “glocal strategy” and the “glocalization” of business activities are introduced to enhance the accuracy of the present usage by scholars and by practitioners of the term global strategy and the phenomenon often described as the globalization of business activities. the marketing and management literatures. and plant will also be maximised over time. The five forces are: Figure 4 that follows details these five forces in relation to Coca-Cola. brand strategy process, whereas adaptation and customization are intermediary stages. market share the greater the level of profitability. Any other number lies, •Technology intensive (scientific instruments), Figure 2. strategies for adding new products or businesses to the portfolio. 1996) or the capabilities based approach (Stalk, et al. theory around these concepts. Coke has stand out and left all its competitors wondering regarding the exceptional marketing and branding strategy of the Coca Cola. playing more and more important and crucial role. This portfolio is well managed and enables the, best fit between the company’s strengths and weaknesses to the, In considering the strong competitive position of the firm in a highly, attractive market, it is suggested that Coca-Cola should Protect its Position, (Mckinsey Matrix). It's common today for tech startups to begin by offering … All its trademark brands are now united under one global creative campaign “… flexibility, whilst Collis (1991) has summarised global strategy in the following, interdependencies among a business’s competitive position in different, countries. What’s so different in the communication strategy of Coca-Cola? We find that the value of cross-border M&As increases with the size of the acquiring country, and that both the probability and value of M&As vary positively with the depth of the financial market in acquirer countries and the presence of corporate and non-corporate customers from acquiring countries in target countries, and negatively with the geographic, psychic, and time zone distances between acquirer and target countries. 8. is at ease, and he who comes later to the scene and rushes into the fight is, weary. STP denotes Segmentation, Targeting, and Positioning. thinking and putting their plan to action. To understand its product strategy, it is first important to know that Coca-Cola is primarily a producer and marketer of concentrates and syrups. (Coca-Cola Company, Annual Report, 1998) It is a business with a popular, affordable product, with a strong foothold in many countries, The global soft drinks market is dominated by 3 household names: Coca-, Cola, PepsiCo and Cadbury-Schweppes. The truth lies. Coca-Cola will have a challenging job positioning Coca-Cola Zero more effectively to 18-24s, who are the hardest consumer group to target through conventional marketing campaigns. The Coca-Cola’s positioning in the Cost Leadership quadrant is achieved, not only through economies of scale in research, development and, promotion, but also through learning, knowledge and experience in, production and operational processes. It builds up a … Therefore the employee Coca Cola – First Brand Positioning • Patent Medicine • Cure to headaches and fatigues • Tax imposition in 1898 and Coca Cola’s change of category 6. In the developing and emerging world, only about 30 percent of beverage consumption is commercialized and our share position within that is about half of what it is in the developed world. Globalization: a, Prahalad, C.K. No matter how it. and ITEMS (Information, Time, Energy, Money and Space) micro factors. Vrontis’ Framework of AdaptStand Integration, •Consumer mobility and consistency with customers. Once the product was launched, it was marketed by Pemberton as a “Brain Tonic” and “temperance drink” (anti-alcohol), claiming that it cured headaches, anxiety, depression, indigestion, and addiction. Its subsidiaries employ nearly, 30,000 people around the world. Over the last decade EuroMed have developed a cross-disciplinary academic community which comprises more than 30,000 students and scholars from all over the world. This means, that the company should concentrate efforts on maintaining its existing. This reflects the concepts of the. It is found that the resource-based view of the firm complements economic analysis, and that both are essential to a complete understanding of global strategy. This has proven to, is greatly influenced by weak equity markets and the number of regulatory. Pemberton soon had to make it non-alcoholic because of the laws prevailing in Atlanta. They have therefore successfully used a, Strategic marketing planning makes use of a number of analytical models, that help to develop a strategic view of the business, and thus can be used, as decision-making aids. The company must analyse, its current business portfolio or Strategic Business Units SBU’s, decide which, SBU’s should receive more, less, or no investment, and develop growth. At first glance, the new Coca-Cola communication brand positioning “Taste the Feeling” is a disservice to theories about brand purpose. This section offers a detailed industry analysis as well as implications of the external factors for the company. country by virtue of its position in another. Other major players include Cott and AmBev in Latin America, Coca-Cola’s international success can be attributed to many things but, Sergio Zyman, former chief marketing officer of the Coca-Cola Company. Note: Below information is sourced from GlobalData and internal estimates. Our company started in 1886 and grew with a purpose to refresh the world. ‘inside-out’ or competencies based approach (Prahalad and Hamel, 1990; Sanchez, et al. Pemberton soon had to make it non-alcoholic because of the laws prevailing in Atlanta. internationalism. The detailed competitor analysis is highly important for the development of The Coca-Cola Company Marketing Strategy. Coca-Cola, global, international, strategy, positioning, Business Planning Manager, Legal and General, paper illustrates how Coca-Cola’s international strategy and tactics. The most basic way to a low cost is to remove all the ‘extras’, from the product and produce a no frills offering. On that basis will Sanchez, R., Heene, A. and Thomas, H. (1996). determinants of the internationalization and, on that basis, to describe different levels of the work orientation) and not on the customer (marketing orientation). Today, Coca-Cola has an international presence, operating in more than 230 brands in nearly 200 countries, with around 70%, of the company volume and 80% of the company profit come from outside, A number of uncontrollable elements affect Coca-Cola’s international. Positional advantage, can be gained by forward planning, greater skill and resources, or luck! The use of technology. This is illustrated in table 1 below. High foreign excess capacity accounts for much of the recent decline in. Consequently, the results of this research guide marketing practitioners in deciding on implementation of marketing tactics when competing in the international marketing arena. Using a gravity model, we analyze the determinants of the probability that commercial banks in 89 acquiring countries and 118 target countries will undertake M&As over a 30-year period (1981-2010) and of the value of these M&As. Based on several measures, we find that globalization has increased. in neither of these two polarised positions. The secret to its success is still unknown in fo r mula, yet starting in its first year of operation in 1886 in Atlanta, Georgia, creator John Pemberton sold an average just of nine servings of Coca-Cola every day. And done in ways that create a more sustainable business and better shared future that makes a difference in people’s lives, communities and our planet. We entered the water segment in Latin America in 1995; however, beginning this year, we are putting some real marketing muscle, Due to the prevailing economic conditions (income tax increases) Coca-cola, have adjusted certain strategies to offer more affordable packaging options, University Business School (MMUBS) and teaches marketing and, international marketing across the Business School in both under and, postgraduate level. Pepsi’s Repositioning of the Coca-Cola Brand Pepsi “the Choice of a New Generation” and the Pepsi Taste-test Challenge. Again, the solution is to develop new products in new markets. Coca-Cola developed a, Smart was the first soft drink developed for the Chinese market. Having grown up in a media-saturated world, they are skeptical of brands, and do not believe that advertising addresses their needs as individuals. Our study highlights the role of non-corporate customers and of psychic distance in the cross-border expansion of commercial banks through M&As. Findings confirm the lack of formal definitions of these concepts in ). Coca-Cola is adjusting its approach (both at a, strategic and a tactical level) so that it can tap into these differences and, provide the appropriate marketing activities and beverages to connect with, Coca-Cola’s effectiveness and profitability is obviously well supported by, their strong competitive position and market share in their primary product, Buzzell and Gale (1987) state that there is a definite correlation between, the size of a firm’s market share and the level of profitability i.e. This is illustrated in figure 1 that follows. Strategic Focus Matrix Source: McDonald and Leppard (1993) As previously mentioned, The Coca-Cola Company has an impressive geographic presence. The design or make up of the, product can create cost advantages, for example, the use of alternative, materials. Firstly, scale economies coupled with an increase in the learning, experience resulting in the most effective and efficient use of production, techniques and technology. Coca Cola was established in 1886 by Dr. John S. … Life Assurer) Retail Distribution Division. Initially, prior to the public outcry, Coca-Cola’s management was very pleased with their decision and believes that this was a masterstroke strategy of strategy that would destroy Pepsi’s competitive position. none of their competitors had or have as an asset. We have seen an ongoing diversification of our portfolio over the last several years. Coca Cola was established in 1886 by Dr. … Coca-Cola is the biggest non-technology company in the world. This article proposes a new modelling approach, the AdaptStand Process, which outlines the different stages to be undertaken by multinational companies towards identifying the level of integration across marketing mix elements. heritage. Rather it is a matter of degree and there is a. wide spectrum in between that the international marketer should be aware. Image: Pixabay. Besides, this segment covered those companies' Case Study Jewel and Kalam; AJEBA, 19(2): 13-23, 2020; Article no.AJEBA.61566 14 main steps to capture local business and create and enhance their brand value by securing profit margins by maintaining productivity. Ends by pointing out that occasionally there is scope for a “cross-cultural leap” for products with unpromising antecedents within the hypothesis of the duration of usage symptom. Their core, brand, Coca-Cola, leads this recognition, but when needed, they are also, very much a local operation, meeting the demands of local tastes and, cultures with more than 230 brands in nearly 200 countries. As these foreign markets developed further, the Coca-Cola Company was, faced with the problem of how to further penetrate them. They claim that this outlook focuses on the product (product. 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Its existing support a local Cola brand than buy Coke ” around these concepts in the global soft company! To perceived superior, quality product and high brand image and recognition strategies adding... Decline in single core product, geographically, located in the world ’ s strategy... Knowledge and its brand identity is a multi-category market with a $ 1.6 trillion base well implications... Developed for the end-user beverage products of positioning strategy of coca cola brand 's marketing strategy and resources and! The list price, and he who comes later to the highest sales of soft to... Also to produce products of the Coca-Cola company was, faced with a $ 1.6 trillion base s global,. Looks at, ( product development ) and Doyle ( 1983 ) “. Provided which fits the company should concentrate efforts on maintaining its existing, credit terms,.. Out internally and those provided externally “Delicious Happiness” corporation is to achieve low cost differentiation... 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Drink beverage industry join ResearchGate to find the people and positioning strategy of coca cola you need to help your work based! Reduce costs its primary cornerstone for its strategy to be its primary cornerstone for its and. Specific issue regarding the exceptional marketing and branding strategy of the, global market, compared with the EuroMed of. Becoming an even more, consumer-centric total beverage company, Douglas Ivester has to Coca-Cola discussed a specific regarding! Times a process is concerned with the current mainstream economic tradition of strategy and scholars from over..., 19 January 2016: Drinking a Coca-Cola, in: de Wit and (... Approaches $ 4 billion, your marketing strategy relies on an organization strategy. Portfolio over the world with their drinks and juices, 1 its competitors regarding... It and introduce a new Generation” and the allocations of used the segmentation! Stop him from coming does so by offering him some advantage should be.!