Brand Awareness Of Coca-Cola

In this assignment I’m going to describe how the marketing research information is used in order to understand customers, competitors and the market environment in a company like Coca Cola. I’m also going to describe how the link between the principles of marketing are applied within the Coca Cola Company and the marketing research activities used by the same organisation.

In a culture of ever-changing media, the most constant mover of product has always been white women. Companies spanning many industries are guilty of selling sex, and Coca Cola is far from an exception. Ads are in place to, “pursue attraction to people’s fantasy aspirations…” allowing consumers to become inspired and ingrained in them. These two ads from Coca Cola pander to the fantasies of the average Joe through placement of women that fit the paradigms of societally normal beauty front and center to draw the eye of the consumer to their product. By the time The Coca Cola Company had a successful means of distribution in the United States, World War II was at the doorstep causing citizens to have to answer a call to arms, however, “...the government told the women to go back home to be housewives. The advertisements may have contributed a key in encouraging this. Women were employed as a way of selling products and represented in distinct social-classes to give their brands a further worldwide attraction mainly to other proletariat people.” At this time, advertisements were known to, “…pursue working-class women because they never had sexual appearances,” as displayed by the older Coca Cola ad from 1939, found through the “American Memory Project” from the Library of Congress.

Coca Cola was born in the laboratory of Dr. John Pemberton in May 1886 in Atlanta, Georgia. Coca-Cola's own name was made by Frank Robinson. And marketed for the first time with an ad of banners with the inscription of oil paints labeled "drink Coca Cola". Although it was the title of "brand of the century", Frank Robison had experienced a loss in sales. Coca Cola formula then bought by Asa Chandler in 1892 that heavily promoting senhingga experiencing huge profits. Coca cola increasingly global sales thanks to independent bottling firms with licenses to other countries and this is maintained until now.

According to David Cravens and others “Target market is a group of existing or potential customers within a specific product market towards which an organisation directs its marketing efforts”. Coca cola company follow Total market approach; therefore, company develops a single marketing mix and directs it at the whole market for their products.

This case study is about Coca Cola’s company in Brazil and how they used different strategies to take over the soft drink industry and continue their strong growth, even with their market share decline in 1999. This shows that the Brazilian market was a big challenge for Coca Cola concerning sales, market share and profitability regardless of their name (existing high brand awareness all over the world). This was due to the significant growth of the Tubaínas (too-bah-ee’-nas) in Brazil change in the Economy.

Coca Cola is bestselling soft drink in the world. It has introduces various product like sports drink, water, juices, sparkling beverages and energy drinks. It has gone through several innovations from products to packaging. In May 1886 Coca Cola was invented by Dr. John Pemberton, a pharmacist from Atlanta, Georgia, registered trademark in US as Coke since 1944. Company sells its product at gas station, supermarket, vending machines and at most fast food restaurants like Mc Donald and Subway. Its widely availability has made its customer’s first choice leading to brand loyalty.

Market research is the process where the marketing problems and opportunities are defined through the information gained from the customers. The Market research is also used to help understand the marketing process, which then helps increase the performance of the company’s marketing. Due to the raise of the public awareness of obesity and its consequences, the soft drink companies such as Coca Cola where heavily bombarded with negative publicity. As a result the sales of many soft drink companies have declined. In response to this major companies such as Coca Cola have embraced the idea of quantitative market research to understand the needs of the consumers. To be able to achieve an effective market research the company has spent around $132.8 million on many methods of retrieving information but one of the main method was by surveys. The surveys have shown that the image of the company was associated with unhealthy products, due to the results that were provided Coca Cola was able to understand that to attract more customer the only solution was to change the marketing plan to re- brand the business into a health conscious business.

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

Coca-Cola history started in 1886 when the interest of an Atlanta drug specialist, Dr. John S. Pemberton, drove him to make a unique tasting soda pop that could be sold at pop wellsprings. He made an enhanced syrup, took it to his neighborhood drug store, where it was blended with carbonated water and regarded "fantastic" by the individuals who inspected it. Dr. Pemberton 's accomplice and clerk, Frank M. Robinson, is credited with naming the refreshment "Coca-Cola" and in addition planning the trademarked, unique script, still utilized today. Alternately very nearly 70 years, the main refreshment created and sold by The Coca-Cola Company was the lead Coca-Cola® designed in Atlanta in 1886. It wasn 't until 1955 that Coca-Cola drink offerings began to grow when a bottler in Italy began offering Fanta® Orange. Starting there on, the Company started including a more extensive assortment of refreshment choices and segment sizes for buyers. The Coca-Cola Company trusts in offering an arrangement of drinks for each way of life, life stage and life event. Today, in excess of 500 drink brands are sold in more than 200 nations. This adds up to 3,500+ drinks in various classes, for example, consistent, low- and no-calorie shining refreshments; foods grown from the ground squeezes and products of the soil beverages; filtered water; games and caffeinated beverages and prepared to-drink teas and espresso. ("The Human Resource Issues Faced By Coca Cola")

The smooth bold refreshing taste as the cold bubbles fizz on your tongue and head down your throat and into your stomach. Coca-Cola is something the average American has drank in his or her lifetime. This has been in part due to the remarkably intelligent advertisements that were made in post 1945 America. While having emphasis on its refreshing cool taste and convenience, these ads created a certain attitude with its audience causing the rise in popularity and sales. During this same time Pepsi was also on the rise competing with Coca- Cola. Both Coke and Pepsi used similar strategies but Coca- Cola gave itself a slight edge through innovative technique and the use of “lifestyle” advertising. Coca- Cola really did create a refreshing beverage but created an ad campaign using refreshing, exciting, and humorous ads that made your mouth water.

Brand Personality. The Coca-Cola brand is seen as having a bubbly and friendly persona. The heart of the brand focuses on the intimate relationship the company wants to create with its consumers. As a result, Coca-Cola would want to design its brand’s personality to best optimize the intimate relationship and attract all of its consumers’ interests. The company also promotes the importance of world cooperation and cultural integration through motivational promotions, embracing diversity. Coca-Cola, in essence, wants to be the friend that you can depend on. The advertisements that the company uses create a motivational, touching and relatable feeling that the public welcomes.

Coca- Cola Company is US multinational beverage corporation, with 129 years of history. Coca Cola was recognized as 4th world’s most valuable brands and most valuable brand in beverage industry in 2014 according to Forbes magazine. Coca-Cola’s international market strategies are the classic example of successful Global Marketing Mix, which uses both standardization-adaptation strategic combinations to achieve bigger market shares all over the world. However in a big game there are always big players, and Coca Cola’s most fierce rivalry is Pepsi. Both of them control around 60% of global nonalcoholic beverages industry as well as they are present in more that 200 countries around the world. Coca Cola as long-term leader in the beverage market owns huge portfolio of 500 brands. So

- Not only producing Coke, Coca Cola own more than 500 brands in over 200 countries or territories in the beverage markets. They consider the customers’ needs and sell products for each group of people in each period of time. For instance, Coca Cola introduced Tab (1963) drinks to meet the needs of customers who are in the diet and then developed it into a new successful brand – Diet Coke (1982). Another example is that during the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing several new non-carbonated beverage brands. These included Minute Maid Juices to Go, Powerade sports beverage, flavored tea Nestea (in a joint venture with Nestle), Fruitopia fruit drink and Dasani water, among others.

Coca-Cola is a soft drink that is carbonate, which is produced by The Coca-Cola Company of Georgia and Atlanta, which is frequently simplified and referred to as “Coke”. The Coca-Cola Company has existed since 1944, March 27th. The Coca-Cola Company has introduced other soft drinks under the Coca-Cola Company such as Diet Coke, Coca-Cola Zero, Coca-Cola Cherry, Coca-Cola Vanilla and the company furthermore introduced unique versions containing lime, coffee and lemon. Coca-Cola is served and drank worldwide, it is reported that Coca-Cola products exist in more than 200 countries globally witch consumers who consume over 1.8 Billion Coco-Cola beverage servings daily. Coca-Cola or “Coke” Is renowned for its strong brand status, it is rumoured to be the world’s most valuable brand. Coca-Cola beverages come in different packages and can be conveniently found anywhere, In Restaurants , Office Buildings, Vending Machines, “Spaza Shops”, Street Vender’s, Markets and shops rather than its competitors.