Script

Topic:Marketing strategies of Coca-Cola

I. Introduction: Hello everyone, my names Linh. Im a student of Foreign Trade University. now you know that Coca-Cola is the best brand in all over the world. So what do make it become so popular like this? The answer is Marketing Strategy of Coca-Cola Company. Therefore, today were going to talk about Marketing Strategy of Coca-Cola Company. The purpose of this presentation is to analyze its Marketing according to 4P Marketing mix. II. Body: Marketing Strategy of the Coca-Cola Company 1. Product As you know, the most popular and earliest product of Coca-Cola is Coke Classic (Coke) The main ingredient of Coke is Coca leaves, Cola fruit, sugar and caffeine. Everyone knows about Cokes ingredient, but its formula is a secret until now. The competitors of Coca-Cola were trying to steal and copy the formula of Coke, but they have failed. In 1929, the Coca-Colas R&D eliminated the cocaine from recipe of Coke, and Coke has become a welcome soft drink in the world. In carbonated soft drink market, the biggest competitor of Coca-Cola is Pepsi. Pepsis products like Coca-Cola ones to the extent that we are difficult to distinguish. Therefore, Coca-Cola wanted to improve their products, but they met the biggest mistake, it is New Coke. New Coke taste different from the Coke Classic and the customer disagree with the new product, and CocaCola must return the Coke Classic. Learning from failure, Coca-Cola had the right step in the development of product, and now they have many kinds of product. For example, Diet Coke vanilla, coke light, sprite, Coke Cherry and so on. Not only develop carbonated soft drinks, Coca-Cola also enter the mineral water market, with the first product is Dasani. 2. Promotion Now I will present you about advertisement of Coke. For a long time, Coca-Cola has pushed its product to the global market via many methods of advertisement. In fact, Coca-Cola especially focuses on three ways. Those are: Christmas Eve, sport and communicating media. In the 1930s, Coca-Colas advertising has significantly affected American culture, and it is frequently credited with inventing the modern image of Santa Claus as an old man in a red-andwhite suit. While the holiday is coming, Coke has created the holiday campaigns thought many

activities such as: it used a train of red delivery trucks, emblazoned with Coca-Cola name and decorated with Christmas lights, driving through a snowy landscape and causing everything that they pass to light up and people to watch as they pass through. In Sports sponsorship, Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in Amsterdam, and has been an Olympics sponsor ever since. Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organized by FIFA. In England, Coca-Cola is the main sponsor of The Football League- Coke used the modern communicating media to advertise its product. From 1960to 1986, it were written and produced by former Atlanta radio veteran Don Naylor during his career as a producer for the McCann Erickson advertising agency. In addition, Coke still asked many famous people like movie stars, famous singers to beits products presenters. And Coca a major plots element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods Must Be Crazy. Coke has been prominently featured in countless films and television programs. 3. Place: Now Im going to talk about the third P Place in marketing of Coca-Cola. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 450 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: provide a moment of refreshment for a very small amount of money -- a billion times a day. Coca Cola that is one of the leading brands is easily available worldwide. You can find it everywhere due to the increased rate of demand. Anywhere at any time, you can find this brand and this is all because of the strategies implemented by Coca Cola. The Coca-Cola Company sells its products to bottling and canning operations, distributors, fountain wholesalers and some fountain retailers. Then, the company distributes them to retail outlets, milk bar and corner stores, restaurants, petrol stations and newsagents. Talk about Indirect distribution: Coca Cola Company uses intermediaries in its distribution. That is, the company does not sell its products directly to its consumers. About Intensive distribution: the Coca-Cola Company uses the intensive distribution strategy. The business's products are sold in almost every outlet including: retail outlets, small shops, restaurants, petrol stations, newsagents, schools, sports and entertainment venues, vending machines 4. Price Im going to tell you about price strategies of Coca-Cola. The first strategy that I want to focus on is new product pricing New product pricing strategy: The Company use value based pricing strategy, what does this mean? This mean pricing a product based on the perceived value and not on any other factor. The next strategy is penetration pricing. Penetration pricing: As soon as Coca-Cola entered to the VN market, they did not use high pricing strategy in order to distill market, insteadthat, they set a low price for new product to increase sales and market share. The third strategy is competition-based pricing Competition-based pricing: An enterprise setting the price based upon prices of the similar competitorsproducts. Using this strategy, Coca-Cola set the price similar to Pepsi. Id like you to focus your attention on table below :

Lon 330ml Pet 1.5l Set (24L/T)

Coca 6.800 14.000 145.000

Pepsi 6.500 13.500 140.000

Well this brings me to the end of my talk and our presentation. Before we stop I want to summarize some main points of our presentation. III. Conclusion As you can see, Coca-Cola is the largest beverage company in the world. It was the best global brand in the world in past two years: with a giant brand value: 70,452 billion dollars. Throughout more than 100 years, it has got a great achievement through exactly marketing-mix strategy. By using interesting and meaningful advertising campaign and social programs, Coca-Cola has conducted an effective promotion strategy. Besidesthat, it also uses many types of pricing strategies to make products closer to consumers.