Coca Cola Marketing Strategy

1350 WordsNov 7, 20066 Pages
Coca-Cola Case Study 1. SWOT ANALYSIS: Strengths Coca-Cola has been an intricate part of American culture for over a century. The product 's image is laden with sentimentality, 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). Additionally, according to Bettman, et. al, (1998) Coca-Cola 's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time…show more content…
3. LIFE CYCLE: To be able to market its product properly, a firm must be aware of the product life cycle of its product. The standard product life cycle tends to have five phases: Development, Introduction, Growth, Maturity and Decline. Coca-Cola is currently in the maturity stage, which is evidenced primarily by the fact that they have a large, loyal group of stable customers. Furthermore, cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability. In foreign markets the product life cycle is in more of a growth trend Coke 's advantage in this area is mainly due to its establishment strong branding and it is now able to use this area of stable profitability to subsidize the domestic "Cola Wars". If ‘Coca-Cola ' were the name of a person, how would you describe that person? How does that person make you feel? Consumers often prefer products that have a strong, positive image. An important ingredient of this image will be the associations that are evoked in the mind of the consumer. The ‘brand personality ' is what people think and feel, consciously and subconsciously, about a company identity or product and is described the same way as you would a person. It is necessary to create the right image i.e. one that closely matches consumers ' feelings and expectations of what the product should be like. Marketing managers try

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