Promotion and Pricing Strategies of Coca Cola

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Coca-Cola Marketing Strategies

The Coca-Cola Company have been operating for the last 120 years and the company is considered as a leading brand in the soda industry . In an overview from Portfolio .com , Coca-cola was created by Dr . John Pemberton . The product is made from kola nuts and cocoa leaves . The product 's main purpose is to provide a cure for headaches and other ailments in the year 1886 . The company has been known to market its different products like Coca-Cola , Diet Coke , Sprite , Minute

Maid Nestea and Dasani . As of 2006 , the company had earned 24 billion in revenue in 200 countries with a Portfolio .com had stated that from a consumed all over the world , 37 .14 percent or 1 .4 billion is from coca-cola . Coca-cola has made product introductions , different promotional strategies and pricing strategies . Some of the strategies and introductions done have been maintained up to this age , however there are also decisions that had lead to losses and disappointments from the consumers . The table below shows a summary for the income statement of the company

SUMMARY INCOME STATEMENT FOR THE COCA-COLA COMPANY

INCOME STATEMENT 2007 /09 2007 /06 2007 /03 2006 /12

Sales 7 .69 Bil . 7 .73 Bil . 6 .10 Bil . 5 .93 Bil

Gross Operating Profit 5 .08 Bil . 5 .27 Bil . 4 .20 Bil . 4 .14 Bil

Operating Income before D A (EBITDA ) 2 .19 Bil . 2 .59 Bil . 1 .87 Bil 1 .48 Bil

1 .80 Bil . 933 .00 Mil

br Basic EPS Diluted EPS , TARGET MARKET

In to understand how Coca-Cola had become a very large and successful company it is important to know the different marketing strategies , the target market and the competitors of the company According to an essay from bookrags .com (2003 , Coca-Cola 's target market is generally all consumers in the world . On the other hand , there are some brands that target a certain population of consumers or there is a market segmentation . An example is the diet soft drinks . This particular brand aims for the consumers who are in the age bracket of 25 and 39 and it also targets the diabetic community because diet soft drinks are artificially sweetened and thus , there is a significantly lowering of calories of the diet and the regular soft drinks . PowerAde a sports water drink targets the athletic types . Winnie the Pooh sipper cap Juice Drink target children between the ages 5 to 12 years old . The company also advertises some brands that aims for the ages 13 to 24 and also a secondary market of 10 to 39 . As can be seen , the company has different brands however , through market segmentation they are able to get the attention of all the age group and lifestyles of all people

COMPETITORS

There are mainly five competitors in the carbonated soft drink industry Coke and Pepsi are the major competitors in the industry , followed by Seven-up , Dr . Pepper and Royal Crown . Saltzman et al (1999 , p...