Marketing Strategy Of The Coca Cola Company Essay

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.

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 was born in the laboratory of Dr. John Pemberton in May 1886 in Atlanta, Georgia. Coca-Cola's own name was made by Frank Robinson. And marketed for the first time with an ad of banners with the inscription of oil paints labeled "drink Coca Cola". Although it was the title of "brand of the century", Frank Robison had experienced a loss in sales. Coca Cola formula then bought by Asa Chandler in 1892 that heavily promoting senhingga experiencing huge profits. Coca cola increasingly global sales thanks to independent bottling firms with licenses to other countries and this is maintained until now.

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

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 customers of Coca Cola consist of a large group of international retailing chains, restaurants and many small independent businesses. They also, have a large market segment those caterers to young people who make up a larger percentage of their revenue. The “customers are at the centre of everything we do” (coca-colahellenic.com). Customer inclination is focus around the business core values. This way building true affiliation, gives the ability to maintain sustainable value and lucrative growth in the business and for the customers in the marketplace. The coca Cola

The world’s leading distributor, manufacturer and marketer of non-alcoholic beverage is indeed Coca-Cola. Although majority of time Coca-Cola has held the larger market share in this region, at times Pepsi has led by providing very aggressive and wittier advertising strategies (D’Altorio, 2010). In 2009, Coca-Cola has revenues of $31 billion and sales in more than 200 countries. The company is best known for Coca-Cola, which had been called the world most valuable brand. Coca-Cola’s has a large distribution system that includes independent bottlers partially owned by Coca-Cola, and company owned bottlers, which made Coke an almost unstoppable international power house. Cola-Cola is a globally known company that has produce and sold

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.

Coca Cola's ultimate goal is to deepen their brands' connection with consumers. As a result, they have to constantly reinvent their product (Coca Cola 2006). The marketing strategy they use is directly linked to the consumer; from advertising, to point of sale, to ultimately opening and consuming a Coca Cola beverage. Techniques which they have used to achieve this include developing new products and brands, changing the design of their packaging, and designing various new advertising campaigns (Coca Cola 2006).

Coca Cola is the one beverage company in the globe with presence across all the continents. The company offers a variety of carbonated soft drinks such as Coke, Fanta, and Sprite. The company owes its success to product innovation, diversity, and social responsibility. The company operates in various foreign market through independent bottler companies that are supplied with syrup to make various beverage brands. The company operates in a competitive market with PepsiCo being its major competitor.

The famous Coca-Cola soda Industry founded and developed in 1880’s by John Pemberton in America. The company has rapidly grown and spread all over the world. Currently the coke company has been founded in 200 countries and over 84000 suppliers. Despite the great expansion, the company has been facing challenges in global market, where the products are said not to be nutritional.

Operating a global business places tremendous demand on the supply chain therefore in Coco Cola Company the supply chain involves working closely with marketing department within the business so that they align their strategic plans with supply chain capabilities.

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.

The biggest competitor of Coke is Pepsi, and many people have a tough time being brand loyal because they fail to differentiate between the two brands. Thus it is essential for Coke to have differentiated marketing and a unique message that sets them apart and ensures that their product is chosen over its competitors. Coca Cola has succeeded in the way they have created and marketed their distinctive image as a refreshing beverage for people of all ages.

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.