Marketing Strategy Of Coca Cola

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.

The Coca-Cola Company is one of the largest in the world and the Coke logo is one of the most widely recognized icons in the world. The company used many different marketing campaigns in the years since the company has been created, some being more successful than others. Two such commercials, the Hilltop commercial and the Taylor Swift commercial, both differ in the approaches but are still both successful in their approaches. The first was first aired in nineteen seventy one while the second was first aired in twenty fourteen. I think that the Taylor Swift commercial is more successful than the Hilltop commercial because it better addresses its more specific audience.

The main purpose of advertising is to inform people about products offered by an organization, persuade people to buy the product by using pathos, ethos, logos, or other techniques. The organization hopes that people will remember them and repeat the purchase.

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

The Coca-Cola Company is the world’s largest beverage company. Coca-Cola began in 1886 by Atlanta pharmacist Dr. John S. Pemberton in which he created a flavoured syrup and mixed it with carbonated water. To date, Coca-Cola is the company’s most popular and biggest-selling soft drink in history, as well as the best-known brand in the world. The company currently features 20 billion-dollar brands such as Diet Coke, Fanta, Sprite, Coca-Cola Zero, POWERADE, Minute Maid, Dasani and so forth. Through the world’s largest beverage distribution system, consumers in 200 countries are able to enjoy these products at a rate of 1.9 billion servings a day. There are currently 4 variants of Coca-Cola available in Malaysia, namely regular Coke, Coca-Cola Light, Coca-Cola Zero and Vanilla Coke.

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

A comprehensive marketer’s perspective on Coca-Cola’s Marketing Mix Strategy is needed to have a full grasp of the company’s marketing environment. The products of the Coca-Cola Company differ from non alcoholic, sparkling and still refreshments (Coca-Cola Company 2011). Sparkling drink are those with carbonation, for example, carbonated caffeinated beverages, and carbonated waters and seasoned waters. On the other hand, still drinks include non carbonated refreshments without carbonation, including noncarbonated waters, enhanced and upgraded waters, noncarbonated caffeinated beverages, squeezes and juice beverages, ready to drink teas, and games drinks all inclusive (Coca-Cola Company 2011). This second phase of the case study

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.

The Coca-Cola Company is a main soda and refreshment maker and advertiser with an impression in all aspects of the globe. The organization's goal is to offer and convey soda items anyplace on the planet utilizing sheltered and reasonable inventory network administration. Coca-Cola clients can get to their most loved brands of SODA and refreshments anyplace on the planet at unassuming costs. The organization applies development to broaden its line of items so as to meet an extensive variety of customers' requests and inclinations for soda. What's more, the organization makes esteem to its clients through its administration ability and mechanical speculations. This has empowered the Coca-Cola Company to create and

The brand I have chosen is Coca Cola. Achieving a healthy market position requires a variety of integrated strategies, and promotional activity plays a vital part in that mix. Promotion is one of the elements of the marketing mix, the others being product, price and place. The promotion category focuses on strategies that a business can use to provide information to consumers about its products. Specifically, promotion involves the strategies of advertising, personal selling, sales promotion and public relations. The integrated marketing communication is the coordination of the promotional mix elements with each other and with other elements of the brand’s marketing mix such that all elements speak with one voice.

World’s largest market share-As of 2015 Coca-Cola has a whopping market share of 48.6% in the carbonated beverages market. It is followed by Pepsi Co with 20.5%.This shows how Coca-Cola is dominant in the beverage industry.

PepsiCo has a CSR/sustainability goal and strategy which it calls “Performance with Purpose.” It was set more than 10years ago aimed at creating a healthier relationship between planet, people and food while continuing to grow their business. Also, it is not a compliance based strategy neither is it based upon a license to operate.

Coca- Cola is a widely recognized brand due to their effective marketing strategies. In 1946, Coca-Cola ads focused on associating its brand within the American Dream lifestyle. They did this by placing Coke directly within a happy family setting that exuded leisure and represented opportunity. This 1946 ad was a model showing the goal of the American Dream and the important position Coke held within achieving this goal. However, in 2013 Coca-Cola ads switched their focus to becoming a more health conscious brand. This 2013 ad reflected how our current generation was under greater pressure and plagued with poor health choices. In the ad, Coke helped people recognize the importance of enjoying life by taking a break from their high stress schedule. It also featured Coke Zero, which is a healthier option that addresses our current health problems and provides a solution. Both ads show how the standards of a “good life” have changed. In the 1940’s, people gave importance to achieving the American Dream lifestyle, whereas in the 2000’s, we are defining a “good life” as simply being healthy and happy.

For the last one century, the Coca-Cola Company has been the leading non-alcoholic beverage manufacturer and distributor worldwide. The firm has been recording substantial revenues after unveiling a new innovative strategy in the packaging of the company products. The business has aligned itself with differentiation strategies by creating a distinct brand that suits its broad market base globally. Although the Coca-Cola Company is a well-established brand that has over 3000 products and 6 billion consumers, there have been continuous challenges that need to be addressed.

With the right investment (money and attention wise), Coca-cola can prove its own value by measuring its dominance in the beverage market worldwide. Other than that, the brand has many segments, from notebooks to social projects, and a major investment in this strategy, which, according to their own website, “consists of the implementation of different product/price/package portfolios by market cluster or group. These clusters are defined based on consumption occasion, competitive intensity and socio-economic levels, rather than solely on the types of distribution channels.” – This is also a way to maintain the competitive advantage, using, once again, the locals market to indicate which section is profitable and is worth investing.