Coca Cola, The Biggest Supplier And Producer Of Carbonated Soft Drink

1453 WordsNov 18, 20156 Pages
Executive Summary Introduction Coca-Cola is the biggest supplier and producer of carbonated soft drink which are heavily known and sold all over the world. The Coca-Cola Company claims that the drink is sold in more than 200 countries worldwide. Coca-Cola are the biggest drink manufacturer in the world and because of its soaring popularity it is the most popular beverage in the world. Forbes ranks Coca-Cola as #4 on the world’s most popular brand with a brand value of $56billion as of 2015. Coca-Cola is recognised all over the world with the word ‘Coca-Cola’ being ranked the 2nd most recognised word in the world. The reason for this being Coca-Cola are an absolutely colossus organisation which operates globally selling and promoting…show more content…
But again these are only some of the negative attributes acquitted to Coca-Cola. Their brand image on the other hand has a huge impact on how they represent themselves to consumers such as images associated with Coca-Cola include freedom, youth, refreshment, fun, innovation etc. These are just some of the assumptions which come to mind when thinking of Coca-Cola’s image. On the other hand we could look at how Coca-Cola compares to its competitors both direct and indirectly through the use of a perceptual map (See Appendix 1). It is clear that Coca-Cola leads the competition in terms of quality and popularity with competition from both direct and indirect companies such as Pepsi who are their main competitors but indirect companies include Tropicana & Innocent smoothies. As these are its indirect companies competing against them in the opposite and more healthy market which means Coca-Cola brand image is being damaged as it’s indirect company competition is showing them up in terms of healthy imagery as they promote to consumers healthy living whereas on the other hand Coca-Cola is known to cause the opposite of what innocent smoothies do for its consumers. Many marketing strategists often argue not to look at competition too narrowly. Research on non-comparable organisation
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