Marketing Strategy Of Coca Cola

These customers include retail establishments such as, grocery stores, bars, restaurants, convenience stores, music venues, movie theaters, theme parks, amidst many others. Finished products are also sold to vendors that operate vending machines. Final consumers have access to a refreshing Coca-Cola that inspires moments of happiness at just about any retail business location (The Coca-Cola Company, 2014). Mr. Woodruff’s vision of a Coca-Cola “within an arm’s reach” is achieved at about 1.9 billion servings a day (The Coca-Cola Company, 2014).

The history of Coca-Cola’s advertising started back in 1887 and has continued to expand since day one. The first advertising for Coke was done through couponing and then was followed by newspaper advertising (Coca-Cola History). This was the beginning of advertising for many because there was growth in trade and the Advertisement Tax had been abolished (Williams, p. 324). With more advertisements being published, new creative strategies began to form. Similar to many other large corporate brands, Coca-Cola continued to reinvent new strategies to gain consumers. In the 1970s Coke began to advertise that their products were about fun, friends and good times (Coca-Cola History). This new advertising strategy was

Coca-Cola is one of the most recognizable brands around the globe. The history of Coca-Cola began over a century ago since 1886. Today Coca-Cola sells products in over 300 countries world-wide, and has over 3,000 different beverages. The brand is familiar to people all around the world, and is available in many different varieties. The company takes pride in the development of unique marketing strategies, which have allowed growth and access to various places throughout the world. Their extremely recognizable branding is one of Coca-Cola 's greatest strengths and the simplicity of its bottling is a part of a great marketing strategy (Spring,2002). Coca-Cola makes money primarily from selling

The purpose of this writing is to report on the success and some reasons behind the Share-A-Coke campaign.

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

Coca-Cola is shifting its product strategy to develop healthy beverages. “Minnick’s ambitions, if they hold, would utterly redefine Coca-Cola’s image as a purveyor of sugar-laden junk that you should’ve give your kids” (Carvens & Piercy, 2009). Entering a healthy-beverage market segment can potentially improve as well as expand Coca-Cola image. The new market segment will reel in even more consumers for the company, only

The campaign was launched to retrieve sales, as in the prior month, 50% of teenagers and young adults had not tasted a Coke (“'Share A Coke' campaign,” 2012). Originating in Australia, Coca-Cola wanted to revive the idea of people getting together and having a good time over a Coke. It aimed to initiate conversations with close friends and between those who had lost touch. Social media took off almost immediately. With a broad target audience in mind, Coke enabled people to be engaged in different ways. Individuals could get highly involved with the campaign or simply purchase a drink and give to a friend and still enjoy the fun. Fans became the face of the

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

Another important weakness is that the company’s products are seen as a major cause of obesity. (Melser, 2013) The beverage sales are affected by various factors including change in trends and preferences. Recently, beverage sales have fallen because of people’s increased preference for the health drinks. Around the world, obesity is a major problem and the Coca Cola products are seen as a major cause of obesity. As people are getting health conscious they are moving towards low calorie healthy drinks. This affects coca cola’s profitability and popularity. However, the brand can overcome this situation by increasing the number of low calorie products in its brand portfolio. It will need to add more healthy choices for its customers in its product portfolio.

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

Starbucks is a major reason why things have changed for Coca-Cola and Pepsi Co, they have emerged in the market with balancing their menu with gourmet, coffee beverages that offer sweet and sugary options for their customers. In 2016, the soft drink industry is in the middle of the growing policy debate in the United States regarding taxation of sugar-sweetened beverages. Therefore, it hasn’t been a great year for Coca-Cola, Pepsi Co, and Dr. Pepper Snapple due to the public’s concern on the health issues of sugary sodas. The health problems with the sugar content in soft drinks have increased political pressures, as well as slowed the growth of these giant beverage companies.

In 2011, The Coca-Cola Company (?Coca-Cola?) marketed a campaign called ?Share a Coke? in Australia. It featured the printing of 150 popular Australian names on cans and bottles of Coca-Cola, attempting to encourage consumers to buy a Coke with their name on it or, as the name of the campaign suggested, buy a Coke with a friend?s name on it and share it with them. If I were Jonathan Mildenhall, I would have recommended to introduce the campaign in the United States (?USA?).

The Coca Cola company has promoted a new campaign launch to help catch consumer’s attention. From 1886 to 2016 Coca Cola has been a well-known soft drink. The campaign launch “Share a Coke with a Friend” that was released in 2014 had grabbed consumer’s attention tremendously. The new campaign was targeting everyone. The Coca Cola company knew they needed to create a campaign that would make an impression on the newer generation. The “Share a Coke with a Friend” Campaign was an interesting approach that made a tremendous change in the Coca Cola advertisement industry. The new ad had drawn in even more consumers.

Through any medium of advertising coke uses if its print, television or social media the concept of sharing and happiness is always carried though in their advertisements. This ad campaign was most popular with the younger age group demographic as it was a social media fad to have a personalised coke bottle with your name on it. By doing so the company was talked about through all social media platforms increasing their influence on the market and influencing popular culture once

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.