MARÍA MARTÍN DE VIDALES

ANDREA BIENZ

GEAROID DOWLING

INTRODUCTIONCarbonated soft drink that is sold in

more than 200 countries

Coca Cola rarely deals directly with their

consumers

business to business marketing has played a

major role

The company was bought by Asa

Griggs Candler in 19th century whose

marketing skills led coke to world

dominance.

SWOT ANALYSISStrengths Weaknesses

-Brand recognition -Health Issues

-Economies of Scale -Maturity

-Customer loyalty -Dropping sales

-The Coca Cola system

Opportunities Threats

-Market less popular products -Substitutes

-Introduce new products -New Entrants

-Expand to healthier products -Competition

HOW CREATES VALUE TO CUSTOMERS

Coca Cola’s customers are at the heart of

everything

Some initiatives to build a strong customer relationship.

• Excellence in marketplace execution.

• Customer care centres • Marketing and

merchandising

EXCELENCE IN MARKETPLACE EXECUTION

1. Availability

2. Affordability

3. Acceptability

4. Activaiton

5. Attitude

CUSTOMER CARE CENTRES

• Middle-man between customers and

the company

• Measured customer satisfaction

• Righ Execution Daily System

MARKETING&MERCHANDISING• Market analysis to develop new

ideas, target on emerging countries, increase annual sales.

• International events and community activities

Olympic Games Football European Cup

World Football Cup

emotion based philosophyvery particular strategy enhance the brand: sell experience (happiness, positivism)

need further collaboration with customers: distributors of the product: play a role in sending message.

Understand market: more fluid + more influences more easily made

compelling content: new way to engage customers in conversations, creating shared value: transmitted by retailers further collaboration

COCA-COLA B2B MARKETING

• Lessons for B2B marketers• The B2C approach

Lessons for B2B marketers:1.Content plan aligned with corporate objective and supported by research- change in consumers’ behavior-deeper emotional connecting enhancer messages-create conversation

2. Chart content goals based on target audience

- link consumers’ interests and business objectives: easily spreading story-umbrella theme

3. Develop a plan that executes your marketing strategy-guideline: how to create relevant content-continuous process

Think like B2C marketerConvince:

choose product over

competitor’sstart building a

BRAND

strong brand recall

SAFE CHOICEavoid risk aversion

WHO is your buyer? What

influences them?

address key elements of

purchase decision

1.-Stay long in mind; always-on campaigns

2.-visual and long lasting content

3--consistent content4.-human side

5.-Know the buyers: risk averse

MARKETING MIX1. PRODUCT

2. PRICE3. PLACEMENT4. PROMOTION

5. PEOPLE6. PROCESS

7. PHYSICAL EVIDENCE

1. PRODUCT

MAXIMUM QUALITY, HIGHEST

STANDARD

-consumer service:

correction of any negative feedback

2. PRICE

AFFORDABILITY

Price-quality: best price in the

market

Balance consumer-

company profit

3. PLACEMENT

Intensive distribution

system

Available to quench your thirst

ANYWHERE, ANYTIME

Most widspread network in the world

4. PROMOTION

WORLDWIDE ACCEPTED AND AKNOWLEDEGED

BRANDMEDIA

How the company sends messages about product, price and placement

5. PEOPLE7. PHYSICAL EVIDENCE6. PROCESS

Sales force:

Suitable and well trained

people

Sell just good SERVICE:

Compromise builds trust and loyalty

Expectations:Reinforce

brand image, stay always ‘top

of mind’

• Huge success in marketing and business

• Target specific customers

• Strong brand recall

• Perfect example of B2B behavior

CONCLUSION