Coca Cola Marketing Strategies

RUNNING HEAD: COCA COLA COMPANY
Coca Cola Marketing Strategy
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1COCA COLA COMPANY
Executive Summary:
Coca cola is one of the largest soft drink companies in the world with its origin at America. The
company is a well-known name throughout the globe, and has established a proper global market
with its effective marketing strategies. The report discussed the various marketing strategies
undertaken by Coca Cola Company that has helped it to reach the height where it is today. It
identifies the company’s strategy of targeting, segmenting and placing their products.

2COCA COLA COMPANY
Table of Contents
Introduction:....................................................................................................................................3
Background of the brand:................................................................................................................3
Effectiveness of the Brand Strategy:...............................................................................................4
Brand Equity:...................................................................................................................................6
Analysing the touch point for the target market:.............................................................................7
Brand Relationship Spectrum:.........................................................................................................8

3COCA COLA COMPANY
Introduction:
Coca cola is one of the largest soft drink company in the world with its origin at America.
The company is a well known name throughout the globe and has established a proper global
market with their effective marketing strategies.
Coca cola is one of the most glaring examples of how a perfect strategy can help in the
total flourishing of the brand (Banutu-Gomez 2014). The present report will analyse the
marketing strategy and the branding strategy of the company in detail.
Background of the brand:
Coca Cola is a reputed name all over the world as a famous beverage industry. the
establishment of the company was done by Dr. John Pemberton, a pharmacist by profession.
Since then the brand has been a household name of beverage and drink for over 200 countries
across the globe. Among all the products sold by the company, the carbonated beverage accounts
for about 78% of their total sales. The company holds a record of having over 300 beverage
products. Apart from the carbonated beverages, the company also has a large portfolio of having
healthy drinks, diet cokes etc. It has also bought some stake from the Monster energy drink brad.
The headquarter of the company at present is at Atlanta. Since 1919, the company has been
operating as a publicly traded one and the stocks have been listed on the NYSE, S&P 500, DJIA
and the S&P 100 indexes. The company had adopted the global marketing as their business