Final Exam: Post Covid Virus

Like any company, they must have a better management of the company in this period of the virus. Coca Cola its first misconception when the pandemic began was to have regulations regarding the health of its employees based on guidelines and supplements. Obviously, the productivity of its products wasn’t going to stop, the company continued to produce beverages for its customers, taking precautions in this regard and possibly lowering the amount of productivity due to its low demand. In a matter of income, Coca Cola has had a 22% drop in the stock of the company.

Ch. 18 Social media and Marketing

Coca-Cola today has over 96 million fans on Facebook. Coca-Cola page on Facebook is much active and engaging now than it used to be in the past. It publicizes its ads, endorsements, applications and games on Facebook. Coca Cola also has fan pages for its other products like Coca Cola Zero, diet coke.

Ch. 8 - Segmenting and Targeting Markets

Coca Cola doesn’t target a specific segment but adapt its marketing strategy by developing new products. Generally, Coke does not have a specific target and is addressed to everyone. But the main consumers are 12-30 years old people. no life style targeted but more and more busy life style and mobile generation (youth) are considered to be the most important part of Coke’s consumers.

Ch. 15 - Marketing Communications

Coca Cola has pricing strategy as a competitive advantage. Despite the high popularity of the brand, it has priced its products competitively, the important reason is that it has made its products more affordable and accessible. This gives the brand access to a very large customer base throughout the globe. Its products are available in various packages suited to various types of needs from 500ml to large 2 and 2.5 lt family packs.

Ch.10 - Product Concepts

Coca-Cola is known worldwide for its product. A consumer can see it in a foreign county, with labeling in a foreign language and know it is a Coca-Cola product. The red color and shape of the bottle is an immediate trigger in many minds as to the fact that the drink is a Coca-Cola product.

Ch. 17- Personal Selling and Sales Management

The Coca-Cola Company generates leads through advertising and social media. Then the company uses their web site and social media to qualify their leads, some techniques are surveys, snapshots, news stories, polls and connecting with social networks. A salesperson is more related to the individual carrying out the word of the Coca-Cola beverage. The objectives of buying Coca-Cola are meet, it is a sub-product that is minor is sense of purchasing a TV. The sale is most often to be closed in a orderly manner. The Coca-Cola Company on their main site has information and a feedback site to follow up on their selling process, if it was successful in wants and needs or unsuccessful in certain critiques.

Ch. 16 - Advertising, Public Relations and Sales Promotion

Ch. 14 - Retailing

Coca Cola since the last decades has always focused on having a connection with the consumer in every aspect, making the customer feel special and that the company as such will always import them, such as the symbolism of Christmas with Santa or the slogan of "share happiness", allows customers to directly or indirectly buy the product as it would be part of their life as they have done before.

Ch. 6 - Consumer Decision Making

The evoked coca cola set is based more on customer perception through slogans such as "Life Tastes Good" or "Red, White & You" that has been carried out through its creation. Also recognized as the soft drink, in addition to its recognized brand colors such as red and white, it has highlighted in the client that within a wide variety of beverage options consumers will choose Coca Cola.

Ch. 5 - Developing a Global Vision

Coca Cola since the last years has implemented a new global vision that consists of a vision of help towards the environment, where what they are looking for is to change the packages to recyclable packages and make them understand towards the customers how and where they should discard these properly and in this way have a 100% result in the middle of the year 2030

Ch. 4 - The Marketing Environment

Coca-Cola has always had to face the Social/Cultural forces. It force can affect directly on the marketing decisions by changing demand patterns and creating new opportunities. Coca-Cola has slowly repositioned itself in response to its strong competition and the changing marketing environment, Coca-Cola relies on fizzy drinks for 80 per cent of profits, while PepsiCo generates about 23 per cent of its worldwide profits.

Ch. 11 - Developing and Managing Products

Since 1886 Coca-Cola has been giving drinks to the customers. Now the company brings a variety of drinks, creating new product for everyone. They have been implementing these steps:

Idea- the consumption of beverage drinks increasing around the world, home and outside, due to this fact Coca Cola Company decided to enter this market.

Building analysis - the company identify the competitors, also makes a research on similar products on the global market.

Development- the company launched on each market the drink in different variations until it got to the maximize satisfaction.

Preparation for the introducing of the product - creating legal entity, development of supply, packaging, first commercial production under supervision.

Commercialization - focus on availability in retail store, penetration of high-quality stores. 

Ch.3 Ethics and Social Responsibility

Coca-Cola is a worldwide company, located in more than 200 countries all over the world, also Coca-Cola has had their negative history. However, Coca-Cola had donated $550k to Head of Anti-Obesity Group, used for travel, educational activities and weight management; and creates social projects called “Education on Wheels”, different activities for critical thinking for children.

Ch. 2 - Strategic Planning for Competitive Advantage

SWOT ANALYSIS 

Coca-Cola Strengths

• Strong brand identity
• Highest brand equity
• Extended global reach
• Greatest brand association and customer loyalty
• Largest Brand Valuation
• Dominant Market Share
• Unparalleled distribution system
• Acquisitions 

Coca-Cola Weaknesses

• Aggressive competition with Pepsi 
• Product diversification 
• Health concerns 

Coca-Cola Opportunities

• Introduce new products and diversify its segments 
• Increase presence in developing nations 
• Bring advanced supply chain system
• Packaged drinking water

Coca-Cola Threats

• Water usage controversy 
• Packaging controversy
• Direct and indirect competition