Coca-Cola Brand Management Analysis

When Coca cola bring refreshment, value, joy and fun to their stakeholders, then they successfully nurture and protect their brands, particularly Coca-Cola that is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. Marketing positioning Local marketing strategy enables Coke to listen to all the voices around the world asking for beverage that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you’re a student in the United States enjoying are freshing Coca –Cola a woman in Italy taking a tea break , a child in Peru asking for a juices drink, or a couple in Korea buying bottled water after a run together, “Coca cola is there for you. Coca cola are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, well ness, and diversity. Coke Strives to be a good neighbor, consistently shaping business decisions to improve the quality of life in the communities in which coke does business. It’s a special thing to have billions of friends around the world, and coke never forgets it.

This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.

The Coca-Cola Company is the largest manufacturer and marketer of nonalcoholic beverage in the world. The company produces finished product in cans and bottles. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors. Coca-Cola is the most popular and biggest-selling soft drink in history as well as the best-known product in the world. The Coca-Cola Company offers nearly 400 brands in over 200 countries. Throughout this

Coca–Cola a leading manufacturer, distributor and marketer of soft drink products. Coca–Cola was not always the sugary syrup soft drink most people know today. As a matter of fact, before 1886 Coca-Cola was made with alcohol and cocaine. Concocted by Dr. John Pemberton a pharmacist in Atlanta Georgia Coca-Cola was originally named Pemberton’s French Wine Coca. Dr. Pemberton marketed the drink as a cure all for mental and physical disorders and was sold from a soda fountain at his local drug store. A step ahead of prohibition, Dr. Pemberton replace the wine in his formula with a sugary syrup. The cocaine portion of Coca-Cola was removed before 1914 when cocaine was deemed illegal in the United States of America. Coca-Cola as we know today still contains coca but the narcotic portion of cocaine, it is removed. Today, Coca-Cola has expanded to over 200+ countries. From concerts to sport venues to local restaurants you are more than likely to come across a Coca-Cola product, Coca-Cola has had such an impact on society that it is given credit for how we portray Santa Clause today. Other credits should also be given to Coca-Cola like an increase in diabetes and other diseases.

Coca-Cola was different from alcohol; you could drink Coca-Cola at anytime of the day and by any age. Coca-Cola actually thrived during the great depression, it brought happiness to the people, and it was an affordable drink. By the end of the 1930’s Coca-Cola was powerful, it was a national institution and it was so popular that both the rich and the poor would drink” Coca-Cola had taken over the United States; now it was ready to take over the world going wherever American influence extended’. As the second half of the twentieth century began, so did World War II, when the men fly over seas to fight Coca-Cola went with them, the soldiers loved the drink and it was given to them as a non-intoxicating beverage.

This beverage is consumed by 1.7 billion people every day. In terms of “people”, the idea of best friends, moms and dads, business partners, spouses, and even the occasional stranger on the street are granted the opportunity to savor the taste of Coke. Varieties of vibrant food and the company from loved ones appeal to

Selling Coke was structurally identical to religion: in a rootless population of immigrants, the Coca-Cola brand--any brand--offered the comfort of familiarity, and People love the brand, the advertises and their main goal is to bring people together(Bayley, 2015). Coca Cola have put their products in many places, India and Pakistan is one of those places. Coke strategy is done very efficiently and very smart, their market Coca cola by sending a messages to other countries, share a coke and start a healthy relationship,. Customers who want or need the benefits of the product or service will make the purchase, so coke call to the cognitive part of all of its customers. As stated Ogden, J. R., & Ogden, D. T. (2014), “ An example of a company that uses segmentation analysis isCoca Cola, there is a different segment of people for each product, People who buy Diet Coke are different from the segment that prefers Classic Coke, which is different from those that prefer Caffeine,”( section 2.5). Their main advertising is the Coke Machine. You can see that each location has people waiting to get their drink and have the opportunity to use the interactive Coke machine. This type of advertisement is not only getting new markets to buy their product but using the product to overcome adversity bringing different cultures together (Bayley,

Almost everywhere I go, I see advertisements for “The Real Thing.” Even during my trip to Mozambique, a country stricken with poverty where the people rarely speak English, native children knew how to ask for their favorite drink, available just down the road at the street vendor‘s hut. Created in 1885 by pharmacist John Pemberton, Coca-Cola has evolved from a tonic peddled by traveling salesmen to cure headaches and hangovers, to one of the most recognized and most widely enjoyed beverages of all time (Oliver 14).

Coca-Cola is a carbonated soft drink. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented

The company known as Coca-Cola today was started in September of 1919, but the first Coke brand was served as early as 1886. Since that time it has grown to be one of the most globally recognized brand names with a stock value of $167 billion. Coke’s plan has always been developed with the future in mind. Right away the company realized that it was more profitable to manufacture the concentrate used to make carbonated drinks than to bottle it. From that point on they saw the entire world, not simply the originating country, as their desired market. It seems only practical that the company should pursue this agenda until conquered then focus the effort on expanding into different product lines. This logical

Coca Cola is a soft fizzy drink sold in every store throughout the world. It is produced by The Coca Cola Company of Atlanta in Georgia, and is often called as Coke.

Coca Cola’s international achievement can be attributed to numerous of things, but in order to think globally one must first think locally. This is the main message that Coca Cola Company place huge emphasis on whenever they are entering a country. (Miller) Coca Cola has formatted its approach strategically using a tactical method, this is done to provide the appropriate marketing activities and beverage to its customers. As part of Coca Cola vision to taste the same around the world, they have chosen to standardize its product and manufacturing process. In Trinidad and Tobago the local name for Coca Cola is “Coke”. From the perspective of consumers the key conceptual categories are not the flavours and colas that marketer hold in high regard, but what we refer to locally as the ‘black’ sweet drink. (Miller) Trinbagonian’s are particularly fond of sugar and sweet products this is linked to the days of the sugar cane field. Coke came into Trinidad in 1939, while under the British Government. (Miller)

(Frederick p.45) Cocaine, a by-product of the coca leaf, was still suspected to be present in Coca-Cola. The bad effects of this narcotic were only just being discovered at the end of the nineteenth century. With such suspicions over the safety of the beverage, Coca-Cola was forced to refine its ingredients until there was absolutely no cocaine present within the beverage before trade conditions were lifted on the product. (Candler p.122) By the time Coca-Cola had managed to alleviate these situations, other companies had begun their expansion into foreign markets in search of new consumers in order to help maximize their profits. In an attempt to gain their lost ground, Coca-Cola revolutionized the soft drink industry.

Because Coca-Cola satisfies in the first place an useful need, we think consumers are not very involved when they buy Coca-Cola. Especially in Western countries, where Coca-Cola is more of a everyday product, people purchase Coca-Cola soft drinks based on habit. Usually, consumers will not take into account the different Coca-Cola brands, but just purchase the brand they always take if it satisfies their needs, or in this case wants. Research has even proven that when consumers do not see the brand they are drinking, they do not taste any

The brand has understood this principle while ago: “think global, act local”. Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local needs. They use strategic positioning in order to have the same image all around the world, which is a success because it is perceived today as a part of daily life everywhere.