marketing issues on Coca-Cola PDF

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Coca-Cola: we must keep creating brands
The marketing issues illustrated in the article
Coca-Cola has placed a focus on creating different products to foster development as it looks
forward to innovate and take a test and learn the technique to navigate spontaneously changing
the market.
The company decided to scrap the position of its chief marketing officer and replaced it with the
growth officer; Coca-Cola’s top marketer says that marketing is meant to foster business. He
adds that the elements of winning awards at Lions festival do not satisfy them any longer.
According to Coca-Cola's top marketers, the creation of brands and promoting loyalty is the
main reason for success in the rise of traders such as Amazon (De Mooij, 2012)
Javier Meza, CMO of sparkling at Coca-Cola when he was speaking exclusively to marketing
week said that the only way to remain in business is by creating brands. He additionally said that
the time they will stop creating brands, will be the time that e-retailers will dominate.
He goes on and says "the time an individual stops deciding the way they want a coke at Amazon
is going to decide the brand they have." Meza on his first day in the CMO role in conference
held at Atlanta, US, discussed on how Coca-Cola is more sprightly concerning innovative
matters, for instance in Japan, Coca-Cola is initiating two produces in a week, with each launch
checked for six weeks before deciding on either to roll it out extensively or to shelve the idea
(Molly, 2018).
Coca-Cola diversifies its company into "a total beverage firm" to ensure that it aligns itself with
the customer's trends and steps aside from its main fizzy drinks business. In the firm's current
results, organic auctions were around six percent, driven by sales like coke and bottled water.
Coca-Cola is now dividing products into three groups, the first in the category are leaders,
followed by challengers, and then explorers (Kotler, 2012). The marketing strategy for this
groups changes depending on the category. Meza outlines that Coca-Cola possess a management
position thus the marketing model for that product is not what is needed for products like