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

What makes the Coca-Cola brand so successful is not simply the product, as by taste it is not superior to that of PepsiCo’s or even other competitors but it is the brand itself and the lifestyle associated with it. Coca-Cola does not simply sell a beverage in a bottle; it sells happiness in a bottle. The company is regularly at work on new graphic designs and packaging for many of their products to appeal to a different crowd (Warkentin, 2014b).

Founded in 1886 by pharmacist John Stith Pemberton, multinational beverage manufacturer The Coca-Cola Company is headquartered in Atlanta, Georgia. Today they are the world’s largest beverage company. Their current Chairman and CEO is Muhtar Kent. Other notable people are Board of Directors member Robert Kotick and Executive Vice President Ahmet Bozer.

Also, Coca-Cola has very strong rivalries. The main one is of course PepsiCo, which is very famous all over the world and has a great variety of products. Thus, Coca-cola can’t afford its image to be damaged because if that happens PepsiCo will become the leader of the industry very fast. Right now Coca-Cola needs a new Strategic Communication Plan to try to overcome the issues.

Few name brands are as familiar, have generated as much loyalty and have penetrated as many far reaches of the globe as has Coca-Cola. The name, logo, image and product line all have achieved a level of universal appeal and commercial dominance unmatched in its industry. However, no firm is above the demand to remain creative, dynamic and forward-thinking. While Coca-Cola's 'classic' formula remains the single most preferred soft-drink in the world, the soft-drink industry is an incredibly competitive one. For Coke, this denotes a need to balance its classic image with that of an industry innovator. Maintaining this balance is not always easy, especially in light of the market imperatives created by its closest competitor, Pepsi Cola. This difficulty was perhaps best demonstrated during the rollout and product launch in 1992 of Coca-Cola's Tab Clear.

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

Coca Cola’s international achievement can be attributed to numerous of things, but in order to think globally one must first think locally. This is the main message that Coca Cola Company place huge emphasis on whenever they are entering a country. (Miller) Coca Cola has formatted its approach strategically using a tactical method, this is done to provide the appropriate marketing activities and beverage to its customers. As part of Coca Cola vision to taste the same around the world, they have chosen to standardize its product and manufacturing process. In Trinidad and Tobago the local name for Coca Cola is “Coke”. From the perspective of consumers the key conceptual categories are not the flavours and colas that marketer hold in high regard, but what we refer to locally as the ‘black’ sweet drink. (Miller) Trinbagonian’s are particularly fond of sugar and sweet products this is linked to the days of the sugar cane field. Coke came into Trinidad in 1939, while under the British Government. (Miller)

These two-company’s economic characteristic include their market size and growth rate from the early 2000’s to 2010. Coke and Pepsi have struggled for years in the carbonated and non-alcoholic sector. According to Barbara Murray (2006c) "But as the pop fight has topped out, the industry 's giants have begun relying on new product flavors and looking to noncarbonated beverages for growth.” (Murry, 2006). For instance, Coke boasts in the advertisement as the king of the soft drink; as a consumer of both products, I agree. About 15 years ago, I was selected to participate in a critiquing of Coke and Pepsi products. Additionally, my travel to Africa in 2007 and 2010 provided the same raving review for the Coke Cola products. Apparently, Coke and Pepsi have been rivals for ages locally, regionally, nationally, multinational, and globally, therefore, one expects them to have an on-going rivalry when marketing the high-energy beverages.

Pepsi Co. and Coca-Cola have been in business for a long time and both are largely successful companies in the beverage industry. They both have different brand components in comparison. A few of the different comparisons would be pricing, quality, packaging, logos, brand equity and features. In the following paper we will discuss these items in detail to see how different these two brands are.

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).

Coca-Cola Company has realized significant growth since its establishment to become a global leader in the marketing, manufacturing, and distribution of syrup and soft drinks. Out of the four generic strategies, the company has followed the differentiation strategy to make its products unique in the market. Its interest is to maximize the market share through the development of the most innovative products and the establishment of effective strategies to influence the customer’s decisions. In such a way, the company has integrated various strategies to ensure that desirable results are attained in the market. Its strategic choices align with the differentiation strategy in an attempt to make its products unique and meet diverse market requirements. To reduce its weaknesses, the company should consider exploiting key opportunities in the market including venturing in the packaging of water, promotion of new brands, and launching of healthy products. In particular, the vision and mission statement of Coca-Cola seems to have reconfirmed and changed in this process of company’s strategic analysis.

Coca cola: - Coca cola is a soft drink, which is consumed over the world. Subsequently, it is an international market. For the most middle class population is exceedingly disposed towards this item. It has regular business sector and hardened to circulate in the diverse market segment.

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.

Coca Cola’s first main weakness is that it is highly susceptible to any kind of negative publicity. Every kind of negative publicity can hurt the brand badly. Some years ago after traces of pesticides were found in the products of Coca Cola, it had hurt the brand really hard. Sales had dipped in various corners of the world apart from the criticism that flowed. Any such thing can hurt the popularity and sales of coca cola. However, Coca cola can overcome this weakness by being more transparent regarding the ingredients it uses in the production of its brands.

The Coca-Cola Company is the world 's largest beverage manufacturer, distributor and is the leading producer and marketer of soft drink industry (Gee, 2003). Coca-Cola was invented back in 1886 and has become the most popular and biggest selling soft drink in universe. The company produces more than five hundred different brands around the world, which helps to satisfy needs of its highly diversified target market. The Coca-Cola started to operate a franchised distribution system three years after its invention. According to Wood (2004), it sells concentrated syrup to franchised bottlers in more than 200 countries including Uzbekistan.

Brands are a representation of the consumer 's thought and opinion about the performance of a product, and as a business owner, you might own the trademark, which identifies the brand, but consumers will help define your brand (Boykin (no date)). Brands can also be defined as a combination of a product name, trademark logo, unique packaging and design, but despite these features, a brand does not truly exist yet because the product has no history. Therefore, this essay examines how and why Coca Cola has dominated the soft drink industry for a long time compared to other producers and this explains how branding has influenced the consumers and their buying decision.