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MARKETING OF THE COCA-COLA COMPANY
Table of Contents
Introduction    3
Task 1: Classification and definition of specialised events    3
Major Event    3
Mega Events    3
Community Event    3
Hallmark Event    4
Task 2: Explanation of key marketing activities and their role in the overall marketing strategy of Coca-Cola    4
Task 3: The explanation of the role of the marketing mix and their use in the marketing strategy of Coca-Cola    4
Products    4
Price    5
Place    5
Promotions    5
Task 4A: Explanation of segmentation and targeting of market    5
Segmentation    5
Targeting    6
Task 4 B: Discussion of some risk management considerations that should take in action for the event    6
Security    6
Health and safety    6
Fire    6
Crowd control    6
Conclusion    6
References    8
Introduction
Coca-Cola is one of the American multinational corporations, which are manufacturing soft drinks. In that context, it can be mentioned that this company is the retailer and marketer of the non-alcoholic beverage and syrups. The company was invented in the year of 1886. Headquarter of the company is situated in Atlanta within the context of the United States. The Coca-Cola Company is holding approximately 62,600 employees within their organisational structure.
Thus, risk management is the identification and evaluation of the factor that may serve hindrance in order to perform organisational objectives. The discussion of the current project is based on the planning of air-based event of the Coca-Cola Company. In that respect, there is the discussion and classification of the marketing activities and marketing mix strategies that Coca-Cola should adopt in order to implement the targeting event with the successful format. Therefore, the planning of the one air event is also presented in the discussion section.
Task 1: Classification and definition of specialised events
Major Event
Major events are the events that are generated through the significant date. In that context, it can be mentioned that the mega-events serving effective impact in terms of the economic, social and cultural aspects. Thus it can be added that on the basis of the presence of mega-events economic, social as well as cultural perspectives of one country can be benefited (Boyjoo et al. 2016). Size of the major events are analysed with the involvement and presence of people and on the broadcasting value of the event.
Mega Events
Mega-events are defined as the sporting events, which took place with the involvement of some special authority and yielding high media coverage. Mega events need to have approximately XL size within three or four dimensions and among the cultural events; the major events are common factors.
Community Event
Community events involve the gathering of some number of people within the public property. In this event, there is the involvement of approximately more than 50 people. The cultural events are pre-planned and there are no limitations (Maani Hessari et al. 2019).
Hallmark Event
Hallmark events are major fairs, exposition and cultural sporting events, which are operated through the involvement of international statues. Hallmark events are large in terms of their size and this event serves an opportunity to a hosting country to secure high prominence in the marketplace.
Task 2: Explanation of key marketing activities and their role in the overall marketing strategy of Coca-Cola
The Coca-Cola company is taking a few marketing actions in terms of their marketing...