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
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
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’