Marketing Communication of Coca Cola

Running head: MARKETING COMMUNICATION OF COCA COLA
Marketing Communication of Coca Cola
Name of the Student
Name of the University
Author Note

1MARKETING COMMUNICATION OF COCA COLA
Analyze its buyers’ behavior and conduct a competitor analysis.
Consumers are expected to be loyal to their drinks. They are open to brand extensions
and innovative products that fulfill their needs. Coca Cola Company’s main aim is to satisfy
the needs of its customers. With 400 varieties of drink, Coca Cola satisfies a wide range of its
customers. They provide drink to various targeted market including people from various
races, sexes and of various age groups. In recent times, people are seeking for a better and
healthier lifestyle (Coca Cola 2019). In order to fulfill this need of the customer Coca Cola
has introduced diet drinks having taste as the regular drink while maintaining low fat in the
drink such as coke zero or diet coke. They serve a wide range of fruit juice for the adults and
the kids such as Odwalla and Disney Hundred Acre. All classes of people consume the
products of Coca Cola. The major consumption is by the high-class and middle-class citizens
because they can afford all the varieties of drinks. Coca Cola gains respect and trust of its
potential buyers by controlling the pollution level inside and outside the factories.
Coca Cola is the top most beverage company around the globe. It is available in 200
countries and more. Coca Cola is in a market where several powerful competitors are
constantly trying to gain a competitive edge. Where rivalry is strong, companies tend to
attract customers with price cuts and innovative marketing campaigns. If the rivals of the
company are more, suppliers and buyers of the company can go elsewhere if they are getting
better deals from the competitors. The main competitor of Coca Cola currently is Pepsi,
which has a variety of beverages. Pepsi and Coca Cola both are manufacturing and selling
carbonated beverages and engage a lot in outdoor activities and events to attract more
customers. Other major competitors are PepsiCo, Parle, Red Bull, Dr Pepper Snapple and
Nestle but these brands have not been so successful like that of Coca Cola or Pepsi.

2MARKETING COMMUNICATION OF COCA COLA
The integrated components of Coca Cola have employed a methodology of mass
media, which includes advertising through television, print media and banners. This method
uses the marketing mix of direct marketing, advertising and web based social media and
interactive marketing. They also did sales promotion. The advertising of Coca Cola has been
the most creative in the history of marketing. The campaigns of the company have majorly
affected the society and the culture. The designs of the bottle and the company logo are
recognized globally. The effort of direct marketing of Coca Cola is myriad. They have tie ups
with the movie theatres, film production houses and restaurants to promote their brand. They
also execute mobile marketing strategy by sending text messages to all the customers for
personalized promotions. Their viral marketing strategy relies on the word-of-mouth
communication. The website content of Coca Cola includes online games, social, cultural
sporting events and new products that preach customer involvement. They show efforts in
retail marketing by retail partnership with various stores and techniques of point-of-sale.
The tools of marketing communication strengthen the message of the adviser to its
customers. It helps in cost cutting in order to reach out to a large audience. These helps in
creating brand awareness. They strike responsive chord with their potential customers. The
easiest way to educate, inform and persuade customers is marketing communication. It helps
in obtaining the database information of the customers. It also provides support and service to
the customers. Whereas, it involves high cost in running and producing advertisements.
These methods of advertisement involve issues of creditability and skepticism of the
consumers. The adviser fails to understand the effectiveness of these advertisements.
Competitors
 Pepsi- The closet and the biggest competitor of the brand Coca Cola is Pepsi. Its rival
Pepsi has been formed by merging Frito Lay and Pepsi in the year 1965. The growth