Coke cola analysis

By Grace Kennedy

Coke cola

Cola cola first started in 1886 so it’s been around 130 years. It was invented by john pemberton.

Market research , how have the company have carried it Who is their audience and have changed over the years ?(the consumers)On the coke cola companys website, they says that “We make every attempt to ensure that our advertising is appropriate for a general audience. We will not design our marketing communications in a way that directly appeals to children under 12.” I think this shows that they aim to target a ‘general audience’ which could means their target audience for coke cola would be range of people.

• Markey analysisTheir competition is mainy ‘Pepsi’ produced by PepsiCo and ‘DR pepper’ created by Dr pepper snapple group. These drinks are in competition with coka cola because the product itself look similar and the taste is some what similar.Repositioned themseleves or thought of new Cola has brought out any different development on their original product e.g. bringing out diet coke, coke zero, coke vanilla , this gave the consumers more choice . However the coke cola company produced the drink spite and fanta to appeal to more consumers. The coke cola company actually produce 4 of the 5 top selling drinks. ways to compete (development ?)

• Changes or figures , change the price.

http://www.hoovers.com/company-information/cs/competition.the_coca-cola_company.3f8a006eaf87d773.html

Coke cola competition

These drinks are in competition with each other because of a few reasons. One reason would be that all came out towards the end of the 1800’s ,within 8 years of each other. Dr pepper was produced first, then coke cola a year after ,and Pepsi seven years after coca cola. Another reasons would be that all of the drinks are flavored with caramel. However I would say that Dr pepper has more of a distinctive taste because of the pepper in it ,whereas the other ones taste more like caramel. So with that being said , I feel like Pepsi is definitely coca cola’s biggest competition because they taste quite similar , and they are both forms of ‘cola’.

Pepsi was created in 1893.

Dr. Pepper was produced in 1885.

Coke cola was introduced in 1886.

Competition Pepsi have big stars, like Beyonce, endorsing their brand so they are a big competition for coca cola.

Both sponsors major sporting events ,like pepsi sponsors NFL and coca cola sponsors NBA.

http://www.coca-cola.co.uk/stories/the-diet-coke-story

Development

There have been many variety of coke cola ,like diet, vanilla and zero. This gives the consumer more choice. For example, Diet coke has no sugar and no calories so it appeals to people who are on a ‘diet’ and not want to have much sugar.

The coka cola company made the fanta and sprite. These products are sodas like coke cola but they have a different taste. This helps to make the the coke cola company more money because of designing new products, which will appeal to more consumers.

Coka cola logos

coke cola have re branded alot themselves since 1886. they started with black and white logo before it turned red.

What i have noticed is that diet coke has a different branding to the oringinal cola cureent brand .However the diet part appears to have the same font as ‘coca cola’.

Size

Market strategy They have created a range of flavours and modifications to widen their audience and cater to more people’s needs. The different flavours include coke vanilla coke lemon and cherry etc. This allows customers to try new products and if they like it they can continue buying or if not they can stick to the original. They have made modifications to the calories content and sugar content of the product to make coke zero and diet coke. These products also widen coca cola companys audiecne because it allows people who are on a diet or wanting to consume less sugar drink coke cola too.Similar or diversified

Endorsed or sponsored ,as part of stategy

Advertisments/social Media-twitter,facebook or instagram ? Interesting

Coca cola advertised for the world cup in brazil which went global.

Advertising and brand promotion Adverts (tv or prints)Some coca cola adverts have seen associated with a Christmas theme. This helps with sale because Christmas is a time of year for family. What forms and why? Re-inforced the brand through advertising. Has the branding changed? The branding has appeared to be based around family and togetherness.

They brought out ‘share a coke with’ campaign where they brought out coke a cola bottles with peoples names on them. They allowed a large number of people to purchase a coca cola bottle with their name on it. This campaign was a hit with consumers because the product is specific to them. Also this campaign allowed people to share it with their friends and family , this bring over of a sense of togetherness.

Pr

Managing a message, how would they manage a message ? Have they managed to manage a message ?Spoke on social media Examples

Positive publicitly Have the company gained positive publicity ?e.g celebrities? Saying something good

https://econsultancy.com/blog/63175-10-inspiring-digital-marketing-campaigns-from-coca-cola/

The campaign was originally trialled back in 2011, resulting in a 7% increase in sales. It also earned a total of more than 18 million media impressions, and traffic on the Coke Facebook site increased by 870%, with page ‘likes’ growing by 39%.

Organising events

• Partnerships • Funding something

Spin

• Has the company put a positive spin on the things?

• Making the product look good• Inappropiate advertisements?

Damages limitations

Scandals? http://www.waronwant.org/media/coca-cola-drinking-world-dry http://www.dailystar.co.uk/diet-fitness/457347/Diet-Coke-calories-caffeine-affects-on-body-fat How did they retify this? Out of date? Comments on it ?

Lobbying

They the subsidaries lobbied

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