Identifying Competitors of Coca-Cola: A Marketing Analysis

Running head: MRK201 MARKETING MIX
MRK201 MARKETING MIX
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Introduction
Coca-Cola is one the best beverage organization which is globally known for carbonated
soft drinks production and delivery to customer. In the beginning, it was known to be a patent
medicine organization but soon it was changed into a soft drink manufacturer (Serôdio, McKee
& Stuckler, 2018). The organization aims to follow some good marketing strategy that has
created a dominant position in the whole soft-drink market. The drink offered by the
organization is referred to as two ingredients that are kola nut, which is a well-known source of
coca leaves and caffeine. Some of the products manufactured by Coca-Cola are coke zero, RC
cola, Cavan cola and many other (Powell & Gard, 2015). Coca-Cola brand comes up with the net
worth of around 74 billion dollars which is much better than Pepsi, Starbucks and Red Bull.
The coming section of the report deals with current competitors of the organization. The
next part deals with how those competitors can be identified. After that, a list and rank of five
competitors which is inclusive of direct and indirect competitors have been discussed in brief.
Discussion
Identifying the competitors of the organization
Coca-Cola has been there for a period of time which is needed for positive marketing so
that they can best of its advantage (MAANI HESSARI et al., 2019). It is rarely involved in
negative marketing of products. Some of the top competitors of Coca-Cola are
Pepsi: It is one of the strongest competitors of Coca-Cola. One of the major reason for
fight in between the brand is due to strong competitions in their policies of both marketing and
sales.

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Red bull: It is one of rapidly growing energy drinks and is in direct competition with
Coca-Cola. The mere competitors among these brand are due to overall brand evaluation
between the products (Gaither & Austin, 2016). The worldwide popularity of Red Bull drink is
due to the adaptation of pub culture. In this platform red bull can be mixed with different drinks.
Diet Pepsi: This particular brand is rising at a rapid rate by the help of blog articles. Most
of the people are bombarding with the sugar content in the range of soft drinks like Coca-Cola
and Pepsi (Helsen, 2018). Diet Pepsi is being replaced at a rapid rate instead of regular Pepsi and
coke.
Fanta: It is known to be sub-brand of Coca-Cola organization and is known to be widely
loved fruit and flavored carbonated drink (Sheth, 2017). The brand is well known for
differentiated messages in most of the countries where it tends to operate.
Sprite: This brand was started to give tough competition to 7 Up brand and has ended up
being one of the largest share-holder market of soft drinks (Kayabaº, Boyraz & Derdiyok, 2017).
The product was originally from the organization that is Coca-Cola. It is known to be tough
competitors of Coca-Cola in the whole market.
Gatorade: It comes up with a different formula and mainly targets sports and athletes
from drinks. It has different nutrients where each can be put to various sports activities like a
drink within the game and drink before the game (Melton, Damron & Vernon, 2017). Calories
and nutrient value of product is included in product packaging
Mountain Dew: It is a carbonated drink which is manufactured by PepsiCo. It is widely
known for its beverage products on a global platform but also has a line-up which is known to be

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kick-start (Sinha & Sheth, 2018). In between the two that is mountain dew and kickstart, there is
more than 40 flavor in the market.
Fig 1: Top Competitors of Coca-Cola
(Source: Cheptegei & Yabs, 2016)
How you can find those competitors
At the time of identifying competitors, user needs to start up with a range of product. By
the help of complete understanding of product and services, it can provide the audience and
customers so that they can identify the competitors of the organization.