Marketing Strategy of Coca Cola

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.

Coca-Cola was the invention of a pharmacist in 1866 in Atlanta, Georgia. Dr. John S. Pemberton created a syrup to be added to carbonated water and served at soda fountains. Dr. Pemberton did not live long enough to see his invention “become the worlds’s #1 selling sparkling beverage” (World). Pemberton was fortuitous in that he sold portions of his business before his death. The largest portion was sold to Asa Candler, who began to distribute the soda to other areas besides Atlanta. What was originally just a fountain soda was about to make its mark across the world in its distinctive bottle and advertisement jingles, leaving its brand throughout each home.

In 1886, the Coca Cola Company was developed but it wasn 't until 1898 that the fierce competitor Pepsi-Cola entered into the market. These 2 companies are the two major players that dominate the consumer beverage (soft-drink) industry. Coke and Pepsi have since been competing to rein the global market in consumer beverages. The market of drinks in the United States alone is valued at more than thirty million dollars annually. With the growth of these two companies, PepsiCo has developed and acquired additional products outside the scope of just the consumer beverage industry, these products have helped the company to increase their exposure and position in the global market. This has not been the case for the Coca Cola Company; they

Over the years Coca-Cola has produced thousands of advertisements, appealing to the different senses. Along with trying to maintain a broad enough audience, to become the number one soda producer in the world. Starting with the vintage advertisment from 1886, when prohibition laws were being to be passed. This advertisement was placed near drink fountains, and convenience stores where coca-cola was sold in bottles. The second advertisement was published in May 2015, currently circulating inside of the Netherlands. Both of the advertisements attempt to appeal to everyone and anyone, who are in search of personal happiness. Regardless of the century gap, Coca-cola claims to be the drink that produces happiness and relief from the ecosocial problems experienced throughout everyday life.

Dr. John Pemberton is the individual behind the Coca Cola firm, and he incepted in it in 1886. Pemberton was a pharmacist from Atlanta, Georgia in the USA. Due to curiousity, Pemberton happened to stir a liquid that was caramel-colored, and then he made a solution of it with carbonated water. A sample of people tasted it and agreed it was special and Jacob’s Pharmacy put it on the shop shelves for a cost of five cents for a glass (Dhar et al., 2005). The first year saw a sale of only nine glasses every day. Over a hundreds of years have passed and by now, the firm has produced syrup exceeding ten billion gallons with over 1.8 billion servings per day in the entire globe. Pemberton died in 1886, meaning he did not live to see the success of a drink he had made. Thereafter, an Atlanta-based entrepreneur, Asa Griggs Candler, secured the business, buying the entire rights of Coca Cola by 1891 for about $2300, thus making him the first president and leader who brought a mission and mission that built the Coca-Cola brand (Slater, 2001). The Coca Cola Company together with its subsidiaries only produces the syrup, which is distributed to all bottlers in the world within that franchise. These bottlers hold exclusive rights to their territories, and they produce the final products in bottles and cans right from the syrup when combined with water and sweeteners. Distribution is done from these bottlers to retailers, hotels, and vending machines.

Coca-Cola was found in 1886 product of an experiment by an Atlanta’s pharmacist, Dr. John S. Pemberton. Coca-Cola was only syrup and carbonated water although it was very tasteful drink to everyone who sampled it. “Dr. Pemberton’s secret consisted of the use of African Kola Nut extract and coca leaves, which are both strong stimulants”. His product was sold as syrup that would help people feel better. One tea spoon had to be diluted in one glass of water; his main idea was to create something that taste better than plain water.

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 has been a complex part of world culture for a very long time. The product’s image is loaded with over-romanticizing, 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).

The world today has been consumed by marketing strategies in order to achieve a level of economic prosperity. Many companies compete asserting be the best, but there is a point when such competition may form a great source of awareness in respectful. This can be seen in Coca Cola 's representative, Ira Herbert 's, request to have Grove Press, a book publishing company, halt the use of a slogan similar to theirs. In both of the letters between Grove Press and the Coca-Cola Company, there is a conflict over the use of, “It’s the real thing.” The letters are between Ira C. Herbert, the representative of the Coca-Cola Company and Richard Seaver, vice president of Grove Press. Herbert initiated the discussion in a letter directed to Richard

Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a unique tasting soft drink that could be sold at soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water. It was deemed “excellent” by those he had chose to sample it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca Cola” as well as designing the trademarked, distinct script, which is still used today.

For many years Coca-Cola has been one of the world’s most recognizable product brands. The name “Coca-Cola” comes from coca leaves and kola fruit; the two main components of the Coca-Cola formula mix (Wikipedia, 2015). According to Aaron Taube (2013), Coca-Cola held the top slot of the Interbrand 100 for thirteen consecutive years before Apple ascended to that slot a few years ago. Coca-Cola’s success story stretches back to the late 1800s; to a man named Dr. John Pemberton, a pharmacist who lived in Atlanta, Georgia. In 1886, Dr. Pemberton created a flavored syrup from extracts of cocaine and caffeine-rich kola nuts in his backyard, which he then took to his neighborhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it

Coca-Cola was the first cola in the United States and is also the top selling cola globally (About Us Coca-Cola History, para. 1). Coke was the only product that Coca Cola Corporation sold when it was first started, and now has other products that satisfy the different palates and concerns of consumers. Consumers don’t realize some of the products that are part of the Coca-Cola family until after reading the bottling information on the label. Financially Coca-Cola is still a global leader in the cola wars, with Pepsi being its number one competitor, but with

Coca cola is the Market leader in soft drinks; the company has massive global appeal with products loaded with exclusively over-romanticizing image, an image many people from all walks of live have taken deeply

There are many factors, internal as well as external that impact the planning function of management within an organization, and Coca-Cola is no exception. More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. The Coca-Cola franchise covers a population of approximately 398 million people. Coca-Cola Enterprises employs approximately 72,000 people who operate 463 facilities, 54,000 vehicles and approximately 2.4 million vending machines, beverage dispensers and coolers.

Introduction– Coca-Cola has been providing various beverages to its consumers for years, but its most popular drink has to be its original beverage called Coke. Coke has been popular for decades due to providing the consumers with its unique and refreshing flavor. Coke has also been known to integrate some unique advertising when promoting its beverage to the public.