((Mini Task-1) MKT-201

BTS- 'JUNGLE ' FOR COCA-COLA

Name : Ayesha Islam Tajally

Id:22204041

Section: 3
Coca-Cola, the product that has given the world its best-known taste was
born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the
world’s leading manufacturer, marketer and distributor of non-alcoholic
beverage concentrates and syrups, used to produce nearly 400 beverage
brands. It sells beverage concentrates and syrups to bottling and canning
operators, distributors, fountain retailers and fountain wholesalers. The
Company’s beverage products comprises of bottled and canned soft
drinks as well as concentrates, syrups and not-ready-to-drink powder
products. In addition to this, it also produces and markets sports drinks,
tea and coffee. The Coca- Cola Company began building its global
network in the 1920s. Now operating in more than 200 countries and
producing nearly 400 brands, the Coca-Cola system has successfully
applied a simple formula on a global scale: “Provide a moment of
refreshment for a small amount of money- a billion times a day.”
Marketing strategies used in the commercial:

This commercial video of Bts Jungle song highlights the following

marketing strategies of Coca-Cola:

● Emotional appeal: The commercial focuses on positive emotions

such as happiness, friendship, and togetherness. This is likely to
resonate with viewers and make them feel good about the
Coca-Cola brand.
● Cultural relevance: The commercial features people from different
backgrounds and cultures, which makes it relatable to a wide
audience.
● Brand identity: The commercial uses the iconic Coca-Cola logo
and script, as well as the slogan "Taste the feeling". This helps to
reinforce the Coca-Cola brand identity in the minds of viewers.
● Product placement: The commercial shows people drinking and
enjoying Coca-Cola in a variety of settings. This helps to create a
positive association with the product and make viewers more likely
to buy it.

On the other hand, it also shows that Coca-Cola is more than just a
drink. It's a symbol of happiness, friendship, and togetherness.Coca-Cola
is the perfect way to celebrate life's special moments.Coca-Cola is a
universal language that brings people together.
Analysis of Coca-Cola's last five years costing and revenue:

Coca-Cola's revenue has grown steadily over the past five years,
from $33.014 billion in 2020 to $44.140 billion in 2023. This
represents a compound annual growth rate (CAGR) of 6.82%.

The company's cost of goods sold (COGS) has also increased

over the same period, from $13.433 billion in 2020 to $18.032
billion in 2023. This represents a CAGR of 7.67%.

As a result, Coca-Cola's gross profit margin has declined slightly

over the past five years, from 60.0% in 2020 to 58.8% in 2023.
 financechart

However, the company's operating income margin has remained

relatively stable, averaging around 28% over the past five years.
This is due to the company's strong brand recognition and
efficient supply chain.

Key takeaways:
Coca-Cola's revenue has grown steadily over the past five
years.The company's cost of goods sold has also increased, but
at a slower rate than revenue.
As a result, the company's gross profit margin has declined
slightly.
However, the company's operating income margin has remained
relatively stable.Overall, Coca-Cola's financial performance over
the past five years has been strong. The company has continued
to grow its revenue and maintain a healthy operating income
margin.

Additional analysis:
It is worth noting that Coca-Cola's financial performance has been
impacted by the COVID-19 pandemic. In 2020, the company's
revenue declined by 11.4% due to closures of restaurants and
other businesses. However, the company has since recovered
from this decline and is now on track to achieve record revenue in
2023.
Coca-Cola is facing a number of challenges in the coming years,
including increasing competition from healthier beverage options
and rising input costs. However, the company is well-positioned to
meet these challenges with its strong brand recognition and
global reach.
Element of Marketing:

The four elements of marketing are product, price, place, and

promotion.

● Product: Coca-Cola's core product is its carbonated soft

drink, which is available in a variety of flavors and sizes. The
company also offers a range of other products, including
bottled water, juice, tea, and coffee.
● Price: Coca-Cola's pricing strategy is designed to make its
products accessible to a wide range of consumers. The
company uses a variety of pricing strategies, including price
segmentation, bundling, and discounts.
● Place: Coca-Cola's products are sold in over 200 countries
and territories around the world. The company has a vast
distribution network that includes retailers of all sizes.
● Promotion: Coca-Cola is one of the most heavily advertised
brands in the world. The company uses a variety of
promotional channels, including television, radio, print,
digital, and social media.

Affecting consumers & buyers behavior:

Coca-Cola is one of the most popular beverages in the world, and

consumer behavior towards the brand is complex and varied.
Some consumers are loyal to the classic Coca-Cola taste, while
others prefer the different flavors and varieties that the company
offers. Some consumers drink Coca-Cola on a regular basis,
while others only indulge occasionally.

Here are some of the key factors that influence consumer

behavior towards Coca-Cola:

● Brand loyalty: Coca-Cola has a strong brand image and a

loyal customer base. Many consumers have grown up
drinking Coca-Cola and associate the brand with positive
memories and emotions. This brand loyalty can be a
powerful factor in influencing consumer behavior.
● Taste: Coca-Cola has a unique taste that is loved by many
consumers. However, some consumers find the taste to be
too sweet or artificial. This can be a barrier to purchase for
some consumers.
● Price: Coca-Cola is a relatively affordable beverage, which
makes it accessible to a wide range of consumers. However,
price can still be a factor in consumer behavior, especially for
consumers who are on a budget.
● Health concerns: Some consumers are concerned about the
health implications of drinking Coca-Cola, such as the high
sugar content. This can be a barrier to purchase for some
consumers, especially those who are trying to make
healthier lifestyle choices.
● Convenience: Coca-Cola is widely available in retail stores
and restaurants, making it convenient for consumers to
purchase. This is a key factor in influencing consumer
behavior, especially for consumers who are busy and on the
go.
In addition to these general factors, there are a number of other
factors that can influence consumer behavior towards Coca-Cola,
such as:

● Age: Younger consumers are more likely to experiment with

different flavors and varieties of Coca-Cola, while older
consumers are more likely to stick to the classic taste.
● Gender: Male consumers are more likely to drink Coca-Cola
on a regular basis than female consumers.
● Income: Higher-income consumers are more likely to
purchase premium varieties of Coca-Cola, such as
Coca-Cola Zero Sugar or Coca-Cola Life.
● Lifestyle: Consumers who lead active lifestyles are more
likely to drink Coca-Cola, as it is seen as a refreshing and
energizing beverage.
Coca-Cola is constantly monitoring consumer behavior and
adapting its marketing strategies accordingly. The company is
also expanding its product range to meet the changing needs and
preferences of consumers. For example, Coca-Cola has launched
a number of low-sugar and no-sugar varieties of its beverages in
recent years.

Overall, consumer behavior towards Coca-Cola is complex and

varied. However, there are a number of key factors that influence
consumer behavior, such as brand loyalty, taste, price, health
concerns, and convenience. Coca-Cola is constantly monitoring
consumer behavior and adapting its marketing strategies
accordingly.
Marketing strategies of Coca-Cola:

Coca-Cola is one of the most successful brands in the world, and

its marketing strategies play a major role in its success. The
company's marketing strategy is based on the following key
pillars:

● Brand identity: Coca-Cola has a strong and iconic brand

identity that is instantly recognizable around the world. The
brand's red and white logo, its signature font, and its
advertising slogans are all part of its iconic brand identity.
● Emotional appeal: Coca-Cola's marketing campaigns often
focus on emotional appeals, such as happiness, friendship,
and family. This helps to create a strong emotional
connection with consumers.
● Integrated communications: Coca-Cola uses a variety of
marketing channels to reach its target audience, including
television, print, digital media, and social media. The
company's marketing campaigns are often integrated across
multiple channels to create a cohesive and impactful
message.
● Product innovation: Coca-Cola is constantly innovating and
launching new products to meet the changing needs of
consumers. This helps to keep the brand fresh and exciting.
● Corporate social responsibility: Coca-Cola is committed to
corporate social responsibility and supports a variety of
charitable initiatives. This helps to create a positive brand
image and build trust with consumers.

Here are some specific examples of Coca-Cola's marketing

strategies:
 ● "Share a Coke" campaign: In 2011, Coca-Cola launched its
"Share a Coke" campaign, which personalized Coca-Cola
cans and bottles with popular names. The campaign was a
huge success, generating billions of social media
impressions and helping to increase sales.
● "Real Magic" campaign: In 2021, Coca-Cola launched its
"Real Magic" campaign, which celebrated the diversity of
people and cultures around the world. The campaign was
praised for its inclusive message and its use of diverse
talent.
● Sponsorships: Coca-Cola sponsors a wide range of events
and sports, including the Olympic Games, the FIFA World
Cup, and the Super Bowl. These sponsorships help to give
the brand global reach and visibility.
● Social media: Coca-Cola is very active on social media,
where it engages with consumers and promotes its products.
The company has over 100 million followers on Facebook
and over 60 million followers on Instagram.

Coca-Cola's marketing strategies have been very successful in

helping the company to maintain its position as one of the leading
beverage brands in the world. The company's focus on brand
identity, emotional appeal, integrated communications, product
innovation, and corporate social responsibility has helped to
create a strong and enduring brand that is loved by consumers
around the globe.

In the end, we can say Coca-Cola is a master of marketing. The

company has a deep understanding of its target audience and
knows how to reach them with effective messaging. Coca-Cola
also has a strong track record of innovation and is always looking
for new ways to promote its products.