Ch. 4 - The Marketing Environment

The marketing environment is affected by many different factors. It can be social , environmental or

even political. How ever companies must come up with ways to overcome these different factors in order to succeed in the world of business. Coca Cola for example is affected by its environmental impact. As the world continues to grow one question on everyone's minds is, what does big business do to protect the environment? For instance Coca Cola is improving on the way they produce their plastic bottles , as an improvement on the environment and to satisfy the demands of society. To improve their bottle they would like to use less raw materials that go into their production of plastic. They would like to remove petroleum from the process and introduce their new “plant-bottle”. This would be less costly, eco friendly and popular with the public. Another concern for the marketing environment is age. Coca Cola does not target a certain age, because they are popular with both the

old and the young. For the young Coca Cola is known as “cool” young drink to be drank anywhere with anything. As for the old it is a drink that they all grew up with. It stays being a classic drink with the same refreshing taste as when they were young. They also do not target a certain income for customers. Coca Cola's products are cheap enough for the poor to enjoy and good enough for the quality a rich person would love. These components allow them to target a variety of groups of people.  With the advancement of technology Coke has only grown even bigger due to the quick use of the media to advertise more and connect with their customers / clients via Facebook,twitter, Instagram,Pinterest and google plus. This helps because all over the world Coca Cola is the number one drink to be drank. Thus the saying “ where there are people , there is coke.” they have a large distribution network that allows them to be in the most remote of areas or in large cities. One of the largest issues in the marketing environment for Coca Cola is the obesity issue. As the country fights against obesity (one of our nation’s largest issues) they are faced with a change in the way they market their drink and a new issue to resolve. As a result of this issue Coca Cola has created new drinks with little to no calories. They’ve also

launched a new ad campaign to pull the nation together on the epidemic. Coca Cola has also joined with pro sports teams to gets up and active known as “play ball” campaign. Through all these efforts Coca Cola shows how they would like to fix their end of the deal when it comes to obesity. They affect the entire market by targeting everyone.  They meet the needs of the people, the government and society as a whole in order to be the success that they are today.

Ch. 18- Social Media and Marketing

The use of social media has changed the way many companies market their products. Now instead of just telling people to buy the products they are able to create trends  

through hashtags ,letting others follow it to market their product. Coca Cola uses certain sites such as Facebook, Twitter, and pinterest to market the Coca Cola product to millions. Facebook primarily is used to update photos , or update statuses to let people know what you are up to. Instead Coca Cola uses the social media site to keep the people up to date with the brand (which is easy to do because of its legacy) and also to produce new ads and share it with the world. During the olympics Coca

Cola released its polar bear ads to gain positive attention from its audience showing not only that they care , but also they care about the world around them. Normally they also use polls or ask a question its sixty million plus followers around the world hoping for feedback on ways to improve. This creates a relationship with customers.The way the Coca Cola company optimizes the use of their twitter account is giving the people the ability to use their mention, so the company can hear the complaints anyone has against them. Furthermore they fix these complaints by actually responding to people and letting them know that they’ll be fixing the issue. This helps build an understanding between Coca Cola and its clie

nts. Between its 700,000 followers a lot of them are answered which helps build customer satisfaction. They also tweet inspirational quotes to give followers a great start and end to their day. Creating relationships between the company and the people. The last use of social media that Coca Cola uses is pinterest. They use different boards on pinterest to connect with all sorts of interests. There's a board  the olympics and sports. All these to attract fans to a certain base. There's even a board where Coca Cola uses images from real peoplesfacebook pages and tumblrs to advertise the real world of Coca Cola. All these uses of social media makes Coca Cola king at crowdsourcing. They use the actual consumers to market products. They also use it to monitor and to effectively listen to their consumers. Through the use of social media Coca Cola is able to make impressions and connect with the entire world.

 A modern take on the  advertising of Coca Cola. Continuing with there mission statement to share happiness around the world one coke bottle at a time. Their advertisements always moving with the times that we live in. In a world of technology it is easy to spread anger and hate. However in this advertisement Coca Cola claims that through their soft drink everyone can " open happiness". As you can see Coca Colas marketing plan and mission statement fit together like a puzzle piece. Making Coca Cola the GENIUS in advertisement it is today.

Ch. 2 - Strategic Planning for Competitive Advantage

When walking into a small deli here in New York City searching for a drink , chances are that you will end up seeing and buying a Coca Cola. When walking into a small deli anywhere around the United States chances are you still will see a whole aisle of Coca Cola and most likely purchase a Coca Cola product. Even in third world countries, such as Africa you can stop at a small shop in the middle of nowhere and still purchase a Coca Cola. This is a complete advantage to the Coca Cola company due to the fact that they have the world's most extensive distribution system in the entire planet! They have been able to supply Coca Cola to billions of people all around the world. Even in the places competitors would have no interest in placing their products. Another competitive advantage is that Coca Cola has been around for a very long time. It has been around since 1892 making it the most trusted brand of drink and having its name and logo recognized everywhere.

Although they are one of the oldest soft drinks available they continue to grow and expand with different flavors and brands of  drinks, such as Sprite, Dasani, Fanta, Powerade, Honest tea and many more. This planning allows Coca Cola to sell more and more product of different varieties. However still Original Coca Cola is the most popular. Also the secret ingredient to Coca Cola makes it better than any other cola soft drink. Which also leads to their marketing genius in advertising. Such as “ The Secret Formula” Ads.

Creating a vast amount of advertising throughout the century making it most popular and better known than any other brand out there. Lastly another strategic advantage that Coke does better than anyone else is their production plan. It takes a fraction of the actual retail price of a coke to actually make one. Making the Coca Cola Company much more money. Their strategic planning of making their name more known , having their product distributed everywhere, and their production prices have made Coca Cola the extremely successful company it is today.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca‑Cola” as well as designing the trademarked, distinct script, still used today. Coca Cola today is now worth 74 billion . Coca Cola products are consumed to about 1.8 billion drinks a day!

John Stith Pemberton

John Stith Pemberton

the inventor of the Coca-Cola beverage. In his day Pemberton was a most respected member of the state's medical establishment, but his gift was for medical chemistry rather than regular medicine. He was a practical pharmacist and chemist of great skill, active all his life in medical reform, and a respected businessman.Born on January 8, 1831, in Knoxville, in Crawford County, Pemberton grew up and attended the local schools in Rome, where his family lived for almost thirty years. He studied medicine and pharmacy at the Reform Medical College of Georgia in Macon, and in 1850, at the age of nineteen, he was licensed to practice on Thomsonian or botanic principles (such practitioners relied heavily on herbal remedies and on

purifying the body of toxins, and they were viewed with suspicion by the general public).

The Coca Cola mission today is “To refresh the world - in mind, body and spirit… To inspire moments of optimism - through our brands and actions… To create value and make a difference everywhere we engage”