Coca-Cola Positioning Strategy

The Coca-Cola brand has always had a strong marketing advantage over their competitors. Whether it is the A-List celebrities they have in their ad campaigns, or just the sheer creativeness compared to others, it always seems to stand out. Although they have multiple ad campaigns each year, they all seem to follow the same pattern. It often seems that their marketing is geared towards the younger generation, whether that be the cans with the names on them, or even the sweepstake codes on the cans themselves. However, the actual advertising is to mostly target the older generation, who understands the actual meaning of the ad itself. For Industrial Marketing they try to convince other companies, such as vending machine vendors, local markets, and restaurants that Coca-Cola needs to be in their restaurant simply by showing how popular and strong of a brand they are, and the potential satisfied customers they could receive by serving Coca-Cola, instead of other soft drink brands.

The soft drink industry is currently in a decline. One of the reasons is due the concern of health issues related to soft drinks. With the Share-A-Coke program, there has been a growth in sales of Coca Cola products. This success is due to the increase in social media activities generated by the idea of sharing. Customers are able to find personalize Coca Cola and are sharing them with people around them. This is important because we are targeting groups of people in various categories instead of just a specific audiences. The competition has not created any kind of promotion that is similar to this.

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

Coca Cola has differentiated its product and services that are valued by its customer. Its product are based on customer’s preferences, with affordable price and made easily accessible.

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.

Coca-cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel- coloured syrup in a three legged brass kettle in his backyard Dr Pemberton was skilled doctor and his chemistry work was of high quality. He developed chemical laboratories that were later state run analytical facilities. But he never realised the potential of Coca Cola. There were his successors that developed Coca Cola in the brand it is today. Until 1905 the soft drink

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.

The Coca-cola's company is an American multinational beverage company that was founded in 1892.  His headquarters are based in Atlanta, in Georgia, USA. In 2012, it became the 3rd agri-food worlwide's industy behind Pepsi and Nestle,refering to the turnover. The Chairmann is Muhtar Kent and the CEO is James Quincey. It existed thanks to its legendary drink, the "Coca-Cola", an original drink that became famous after World War II and became the Americanism symbol. The soda created in 1887  was invented by the Pharmacist Pemberton. The first formula of the coca-cola was based on alcohol, and the kola nut as a substitute of being addicted to morphine but it was then modified without the alcohol. The coca cola then became in 1890 the first drink the most popular of the US. His official and historic concurrent on the american market and worldwide is Pepsi. Coca cola starts to grow and acquire himself other brands such as Minute Maid, or Fanta and associates himself with many sportives events and invest in many other industries all over the world such as Aujan Industries Company from the Middle-East, and in some other bottling companies (Japan,Chili,etc). In 2013, Coke’s products was selling in about more than 200 countries in the world with an average of 1.8 billion consumers drinking the company’s beverage every day.

Coca-Cola has been a complex part of world culture for a very long time. The product’s image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola’s greatest strengths. “Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment” (Allen, 1995).

The Coca-Cola Company is considered one of the largest distributors, marketers and manufactures of soft drink syrups and concentrates internationally (Bodden, 2009). Headquartered in Atlanta, Georgia, in America, it is popularly known for its Coca-Cola flagship product, and is among the biggest corporations in the United States. Presently, Coca-Cola is a globally known soft drink company with further ambitious plans of growing the brand to places it has no presence. The majority of the soft drinks in the vending machines and coolers in the United States are owned by Coca-Cola. Some of these soft drink brands include Coca-Cola and its sub brands, such as Sprite, Fanta, PowerAde, Dr. Pepper and Oasis (Bodden, 2009). The company also produces sports and fruit juice drinks. Coca-Cola 's global presence is phenomenal and its brand logo, colors, advertising and pricing strategies are considered among the best and most recognized worldwide. So, what pricing strategy has made Coca-Cola successful as compared to its competitors? In order to answer this question, we will look at the pricing strategies of three Coca-Cola products that include Coca-Cola, Fanta and Sprite, and how Pepsi Cola can gain a competitive advantage.

Efforts to connect with consumers include developing regionally popular beverage lines in overseas companies based on customer tastes. Coca-Cola seeks to make an emotional connection with its customers. As an example, Bozer, explains that in North Africa, the company developed its marketing and advertising to connect its product with the optimism of participants of the Arab Spring movement.

Coca-Cola Company released its new product in early September 2014 called Coca-Cola Life and with it, launched a marketing campaign in order to promote it and raise awareness of the customers. Coca-Cola Life is aimed at adults and the aim of the product is to tackle obesity with lower sugar and calorie levels. The packaging is changed to green which is much different from the typical red colour of Coca-Cola’s main product. In order to analyse this marketing event, relevance to marketing, issues to marketing and key players need to be identified in order to cover all the aspects of the marketing event.

It 's one of the most fundamental pillars of marketing. Association also plays a very critical role in the creation of a positioning statement: the statement must associate with the needs of consumers in the present, and at the same time show the potential of growth in meeting the wants or needs of consumers that will arise in the future. "A good positioning has one foot in the present and one in the future. It needs to be somewhat aspirational so the brand has room to grow and improve (Kotler & Keller, 2016)." As mentioned previously, the ability to associate the qualities of the brand with the cultural dimensions of the targeted market, itself, leads to a successful endeavor of positioning the brand in the minds of the global consumers. Therefore, the statement must adhere to these cultural dimensions in order to establish relationships between the offerings of the brand and the solutions the targeted consumer market is seeking , in order to increase the attractiveness of the brand. The brand statement must market to the culture of their target in order to attract the segment. In order for Coca-Cola to achieve a dominant global brand positioning, the first step is to have the statement appeal to or associate itself with the cultural dimensions of the local, foreign and global markets. According to Alden, Steenkamp and Batra

Various types of media are used in order to advertise the Coca-Cola brand in general, and Coca-Cola drink in particular. Newspapers are one of the most popular forms of media advertising that is widely used by Coca-Cola. Similarly, magazines have also been widely used at a global level in order to advertise Coca-Cola. The choice of magazines to advertise the brand has been undertaken according to their readability by the target customer segment of the company, and the Coca-Cola advertisements usually occupy the whole page of magazines in order to maximize the positive impact of the marketing initiatives. The internet is another platform where the various forms of Coca-Cola advertisements are placed. Specifically, the brand online advertisement is undertaken through the extensive use of banners, pop-up ads, on-site sponsorships and various other formats of online advertisements in thousands of websites along the globe. Moreover, there are specific forums and many websites globally that are dedicated to Coca-Cola fans and where users share their stories where Coca-Cola is involved. Coca-Cola has been advertised through television many counties as well with the company spending a considerable amount of financial resources for this purpose. Coca-Cola TV ads in different countries vary from each other and they have been prepared taking into account the characteristics of a local culture in order to avoid any misunderstandings due to cultural

The Coca-Cola Company, is one of the most known and successful companies in the entire world. In a day-to-day basis, its marketing promotion can be noticed everywhere; on the streets, the internet, on magazines and even at the movies. It is one of the two global leaders of the soft industry, holding 48.6% of the global Market Share, followed closely by PepsiCo.1 It’s main product, Coca-Cola, is an internationally known and loved beverage which has made a way into the world’s heart. It “is the most popular and biggest-selling soft drink in history”2.