Coca Cola Marketing Strategy

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.

Coca Cola and Pepsi are the brands with the highest brand equities. Both, Coca Cola and Pepsi have gone through the highs and lows of their business to reach that position. Coca Cola’s marketing has been changing over time with more and more products being added every day, while Pepsi has implemented several smart marketing strategies to improve its turnover and profits. So, let’s see what were the marketing strategies implemented by Coca Cola and Pepsi.

In this report, I will be discussing how businesses gain a competitive advantage through the use of various marketing methods.

The purpose of this paper is to define the term “marketing”, explain the importance of marketing in organizational success, and provide examples from the business world to support the explanation of its importance. Upon completion of this paper it should be understood what Marketing means and its importance in today’s society.

The methods and techniques used vary between organisations in different sectors as the constraints under which they operate differ. I will be identifying the broad aims and objectives and how marketing techniques are used to market products in Transport for London’s, a public sector organisation and Iceland, a private sector organisation. Firstly, we will look at the aims and objectives of organisations in different sectors.

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.

It is rightly said that advertisement is as much a science as it is an art. advertisements are primary mode of communication in the field of marketing as it serves as a direct contact with the consumers of a product. an advertisement of any product is successful in making its place in the market only if it succesfully reaches and creates an attractive image of the product in the mind of the consumers. Coca-Cola, a beverage company, is an American multinational beverage corporation and manufacturer, retailer, and marketer of non alcoholic beverage that is headquatered in Atlanta, Georgia. The company rightly claims its hold over the Indian market and remains one of the most famous soft drinks in India. All the contemporary beverages use various marketing strategies to keep a hold on the Indian market. The most powerful strategy that ensures a company's reach to the market and thus to the public is through

Strategy is the set of decisions and actions to achieve an organisation’s goal for a longer term basis. Strategic managers always go for long term planning as they target the ‘big picture’ which is also the execution of the strategies for QBL. A perfect example is for the company to create a brand strategy and market it, to entertain consumers because high prices bring profit for limited days- advantages of innovation. The mautiian beverages market is very competitive and includes soft drinks like Coca -Cola, Eski (a local brand) and also energy drinks, non-carbonated drinks. During Christmas, our main competitor, Coca Cola take come along with a new wraparound labels on their PET bottles with Santa Claus picture; whilst Pepsi displays regularly image of pop music & football stars. However, I’m of opinion, that we should plan something for long term like special flavoured drinks for occasions.

Over the years, Coca Cola and Tropicana have been two major products used to campaign NASCAR sporting industry. The two products are produced by the two largest organizations in the United States of America. Coca Cola and Tropicana have been the top products used by NASCAR sporting industry in the marketing campaigns. Declining attendance at NASCAR races during the economic downturn had influenced intense discussion in the motorsport industry. Therefore, the company was engaged with two major industries in order to boost sports. Both Coca-Cola and PepsiCo organizations invested millions of dollars in the world marketing campaign through NASCAR industry in order to market the products. The two organizations are targeting the same markets in different ways. This paper will compare and contrast the way PepsiCo and Coca-Cola use NASCAR industry as a communication medium for advertising and promotions.

Ghemawat declares that in the post-crisis global economy, "national differences" among and between emerging economies and developed countries remain pronounced, and that successful companies will learn strategies to "manage those differences...by adapting to local conditions." The author proposes that companies should focus on the unique character of regional and local economies, recognizing the diversity of cultures, customer needs and local competition while building strategic partnerships with regional forces to handle resource constraints.

This is the attempt to increase sales of current products in present markets. Some strategies to penetrate markets include: more aggressive marketing, increasing service to improve renewal rates, or attracting competitor customers directly.

The duration given by the client to make the advertisement is 3 months and the funds for this advertisement allocated are about $20,000. The cost can be flexible depends on the advertisement’s quality.

bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to

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.