Coca Col The Marketing Strategy Of Coca-Cola

The story of one of the biggest marketing blunders in history, is a story of false hubris, desperation, and driving ambition. Made by one of the largest corporations in the world. The creators of a product on the forefront of the American consciousness. As intertwined into American culture as baseball, apple pie, and Thanksgiving dinner. That product of course was Coca Cola, the formula of which had remained unchanged close to 100 years. Since its creation by Atlanta pharmacist John Pemberton in 1885 as a topical remedy marketed as a cure from ailments such as stomach pains, headaches, and even impotence, Coca Cola had grown into the number one drink in America.

When thinking of what makes a successful advertisement, many would agree that the most successful brands adapt to the society and trends around them. Similar to everything else in our world, advertisements continue to change year after year and era after era. When thinking of common brands with impressive advertisements and campaigns, Coca-Cola is one that we are introduced to at a young age. Coke has been advertising their brand for over one hundred years. This brand continues to relate to many consumers by modifying and creating advertisement campaigns, which relate to current trends. Two advertisements in particular test the theory of how as era’s progress what was once seen as competitive relationship is now a budding romance and popular marketing strategy.

1.The company I chose to research is the, Coca-Cola Company. Their company mission is to “refresh the world” and spread happiness, which can be seen in the media advertising. Although this company is sold in stores, there is the option for online buying as well. Its URL is, http://www.coca-colastore.com. While this URL, is the company’s actual website, http://www.coca-colacompany.com/our-company. This online website allows customers to buy Coca-Cola products “Share-a-Coke” and Coke brand merchandise (Moye, 2015).

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

It is vital for an organisation to examine and make changes based on internal and external factors that affect its performance because if there is anything that is steadfast and unchanging it is change itself. Change is inevitable in an organisation. So let us identify COCA-COLA’s strength and weaknesses a SWOT analysis which stands for strength, weaknesses, opportunity and threats.

The brand I have chosen is Coca Cola. Achieving a healthy market position requires a variety of integrated strategies, and promotional activity plays a vital part in that mix. Promotion is one of the elements of the marketing mix, the others being product, price and place. The promotion category focuses on strategies that a business can use to provide information to consumers about its products. Specifically, promotion involves the strategies of advertising, personal selling, sales promotion and public relations. The integrated marketing communication is the coordination of the promotional mix elements with each other and with other elements of the brand’s marketing mix such that all elements speak with one voice.

Shopper shifts toward being more wellbeing cognizant have influenced the drink part the most unsafe one for an organization that has customarily harvested the greater part of its volume and benefit from the chestnut fizzy beverage is the way that the country is turned out to be more wellbeing and weight-cognizant (O'Neill, 2015).

Strategy is a concept that focuses on long term objectives of a firm keeping in view the changes that take place in the business environment and the possible implications that it has on the firm. Thus, a dominant and well-structured strategy plays a very important element in capturing competitive advantage

Coca-Cola is the largest non-alcohol beverage manufacturer in the world, which holds approximate 43% market share. The firm is also ranked in top 20 in the Fortune 500 in terms of the largest capital with over 100 billion dollars in assets. John Stith Pemberton is the founder of the firm, which is headquartered in Atlanta, Georgia. During its 100 years of history, Coca-Cola has grown its businesses substantially in the globe. Currently, the firm presents over 160 countries, including China, India, Japan, and South East Asia countries. The main objectives of the firm that is it can serve its products to all consumers in the globe, and expands its businesses to the majority of strategic regions. In order to grow and expand its present to the other major markets, Coca-Cola executes its marketing strategies based on three different categories, including price, place, partnerships, and core products. These marketing methods have supported Coca-Cola to sustain, and grow in the soft drink industry.

reduce cost as well. Coca Cola is working to drive productivity and continuous savings across us

The Coca-Cola Company is a beverage company. “It owns or licenses more than 500 nonalcoholic beverage brands” (MintGlobal, 2014). Coca-Cola Company was founded in 1886 by an Atlanta pharmacist who is Dr. John S. Pemberton; he created a unique tasting soft drink which generated flavored syrup and mixed with carbonated water. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, was credited with the name of beverage “Coca Cola”. They also designed the trademarked and unique script together (The Coca-Cola Company, 2013). Today, the Coca-Cola Company has been operated for 125 years, had employed 139,600 people, and sold 1.6 billion beverages each day in more than 200 countries (SASKIA R, 2011).

The Coca- Cola Company is the world’s largest beverage company with the global headquarters in Atlanta, Georgia, competing in more than 200 countries worldwide during 128 years with more than 3500 products. The Company and bottling partners are dedicated to their 2020 Vision, a roadmap for doubling system revenues this decade, focused on five key areas: profit, people, portfolio, partners and planet.

We have seen since 19th century people and later on companies from all over the world have been investing trillions of dollars into the food and beverage market. Recently we saw this demand nearly double within the last few years. Large numbers of corporations are leaving their home country and opening headquarters abroad in China, India, Mexico and other place do to wide success. These companies come from all types of industries. For example Software, Mining and Cosmetics industry, many big names such as Google, Microsoft and Apple also have their offices in China and other places. Coca – Cola have also joined in on some of the profit making them my focus of this paper. Thought this paper I am going to speak on the positive and negative

Coca- Cola was created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca cola was first offered as a fountain beverage at Jacobs Pharmacy by mixing Coca - Colasyrup with carbonated water. Coca- cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States.

According to the Mckinsey report Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, and it produces nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today