Analysis of Coca-Cola Brand and Marketing Strategies

This report provides a detailed brand analysis of Coca-Cola, examining its introduction, target market, brand image, and SWOT analysis. It explores Coca-Cola's brand positioning, product life cycle, and key competitors, including Pepsi and Red Bull. The analysis delves into the 4Ps of the marketing mix, including product, price, place, and promotion. It identifies trends like obesity and health consciousness, and how Coca-Cola can leverage them to strengthen its market position. The report concludes with a summary of Coca-Cola's influence and recommendations for addressing health-related concerns.

Assignment on Brand Analysis of Coca Cola
Assignment on Brand Analysis of Coca Cola
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1Assignment on Brand Analysis of Coca Cola
Table of Contents
Introduction.................................................................................................................................................2
Target market..............................................................................................................................................4
Brand Image................................................................................................................................................4
SWOT analysis............................................................................................................................................5
Brand positioning........................................................................................................................................5
Product life cycle.........................................................................................................................................6
Competitors.................................................................................................................................................7
Evidence of Trends......................................................................................................................................8
Conclusion...................................................................................................................................................9
References...................................................................................................................................................9
Introduction

2Assignment on Brand Analysis of Coca Cola
Coca-Cola is a carbonated soft drink which is sold in more than 200 countries. Coca cola is a US
based firm which was formed in 1886 by John Stith Pemberton. Coke was patented as a
medicine because it contained Coca leaves and Kola nut as caffeine. The marketing skills of
businessman Asa Griggs Candler made the drink market king. The Brand image of Coca cola is
so strong that after facing numerous critics regarding the bad health effect, the market position of
coca cola is highest among all the drinks present in the world (Coca Cola, 2019).
Fig1. The evolution of the coca cola bottles since 1899 to 2007.
Coca Cola is producing over 3500 beverages from its 500 brands, ranging from health drinks to
soft drinks products. The portfolio of the brand is as follows, some of the example:
 Fuze, Del Valle, Minute Maid, Powerade, Fanta, Sprite, Diet Coke

3Assignment on Brand Analysis of Coca Cola
Fig 2: Coca Cola Brand portfolio.
Our product is Coca Cola classic the caramel colored carbonated soft drink which is famous all
over the world.
Fig 2. Classic Coca cola.
Coca-Cola's brand value was around 78 Billion in 2012. It is estimated that market capitalization
of the company is 173 Billion ( as per Forbes Global 2000 List), brand coca Cola is worth 45%
of the company's value as measured in 2018 . The brand personality of Coca-Cola's is best
described as "Happiness". They are the mascot of "spread" and "open" happiness everywhere.
This brand is the perfect combination of sincerity and excitement, spreading the joy through its
advertisement “Share a Coke” campaign. The company has branded house architecture as all its
products are not independent and takes the image of Coca cola for recognition (Coca Cola,
2019).
Target market
Cola Cola has a huge range of customers to serve. The brand targets the non-alcohol beverage
consumers.
Geographic - Under this category, they target all countries except Cuba and North Korea. The
major market is in US, Britain, Europe and Asia including Japan and china.
Demographic- The target consumer are between age of 15 to 50. There are health conscious
consumers specially women, the adults; teens are major consumers as they prefer soft drink over
alcoholic drinks.

4Assignment on Brand Analysis of Coca Cola
Lifestyle- Coca Cola has its logo as share happiness. They have never segmented the product
based on caste, race, sex or origin. Basically for urban and sub urban lifestyle people.
Behaviors- It is most sold in teens. The age group of 18 to 25 are most focused groups of people
as they are college students and in all the campaign of coca cola has focused on this group of
consumers (Cola, 2016).
Brand Image
Coca-Cola is the largest beverage company and one of the most influential brands. About 94% of
the world’s population recognized the Coca-Cola logo. The brand is associated with joy and
happiness. The recent trend is seen that every brand in every industry is incorporating emotional
engagement as an important element branding the image. So is Coca cola trying to build its
image through emotional engagement. It can be made clear by observing its campaigns like
‘Open Happiness’ and ‘Share A Coke’ spearheaded a major success for the brand. These
emotional campaigns are filling gaps and eliminating the geographical boundaries (Koschmann
and Sheth, 2016).
Fig 3. Brand image of Coca cola
SWOT analysis

5Assignment on Brand Analysis of Coca Cola
Brand positioning
Coca Cola, according to a survey is the world’s biggest non-alcohol beverage company. It has
successfully positioned itself as a soft drink that quenches the thirst. Company has diversified
into various beverages, under “Coca-Cola”, from ice tea, fruit juices, water & vitamin water,
Fanta, sprite. Coca cola maintains a share of 47% in the world among all the non alcoholic
drinks.
The brand manager has the responsibility to place the brand in the mind of the customer as a best
soft drink. They have to start campaign related to health consciousness. A brand mangers job is
to position the product in the mind of the customers in such a way that it earns huge profit. Coca
cola is already a big brand and it has been a youths favorite drink. The manager can start
campaign to match the health conscious ideas of the youth. Campaign can be in the face of social
media or Ads on TV that simple draws a health conscious picture of Coca cola. (Williams and
Williams, 2017).
4ps of marketing mix:
Product- Coca Cola sells its products in all shapes and sizes. Its core product Coke is sold in
200ml, 500ml, 1ltr, 1.5ltt and 2ltr bottles in cans, glass and plastic bottles. It offers more than
500 different products under the same brand. For example Sprite, Fanta, Diet Coke, Coca Cola
Zero, Coca Cola Life, Dasani, Minute Maid, Ciel, Powerade, Simply Orange (T.C. 2017).
Strength
It has strong brand
positioning.
Company focuses on
good promotional
campaigns.
Good product.
Oppertunities
Global business
opertunities.
Brand loyality by
customers.
well established
brand with huge
invetsors to support.
Weakness
Very high cost
compared to the
compitetors.
Not able to grab
goodmarket in some
of the countries.
Threat
Strong competitors
grabing huge maret.
negetive campaigning
in some countries for
health concerning
issues.
Product life cyle is
low.

6Assignment on Brand Analysis of Coca Cola
Price: Coca Cola follows price discrimination strategy. The beverage market is an oligopoly
market with less sellers and many buyers. Coke products are priced close to that of Pepsi. The
price are within the reach of the consumers.
Place: Coca cola has 2.5 million outlets in India. It is operating in more than 200 countries in the
world. It has defined excessive distribution network. Coca Cola distributes its products to various
Hotels and restaurant chains everywhere.
Promotion: Coca Cola is followed as the master of advertising and branding. They follow an
aggressive marketing strategy. They campaigns using media like TV, online ads, print media,
sponsorships etc. Coca Cola engages in big sponsorship events like NASCAR, BET Network,
NBA, FIFA worldcup, Olympic Games, etc. Coca cola has huge follower on the social media.
They keep their presence activity by posting tweets, creating social media page or playing social
media contests.
Fig 4. Coca cola page liked by 94 million users and Pepsi is only liked by 34 million users on
social media.
Product life cycle:
Being the classic product Coca cola is winning the hearts of the people since 1886. It has a very
long life cycle. Since its inception it has been n the maturity life cycle. Recent times it has
entered the decline stage. This can be attributed to the falling soda sales in US . More than 2.2 %
of the sale has declined only in US. The decline phase has started due to the increasing

7Assignment on Brand Analysis of Coca Cola
consciousness among the customers. They are becoming more health conscious. Thus it is slowly
moving toward the declining phase. But this stage is likely stay far longer than other goods and
services. At present the product is moving towards the declining phase seen in the Chart (Wilson
and D. R, 2016).
Fig 5. The PLC of all the products along with Classic coke, Coke is moving towards the
declining phase.
Competitors
Coca cola is one of the most respectful brand sin the world. It has huge list of competitors based
on the various criteria such as the taste, content, distribution strategies, and marketing message.
Biggest Coca cola competitors are
Pepsi as it has powerful distribution and have great marketing and sales strategies;
Red Bull a growing energy drink and it is higher in terms of brand valuation. Very famous in the
Pub culture;
Dr Pepper comes in different flavors and it is loved for its unique taste (Rane, 2018).

8Assignment on Brand Analysis of Coca Cola
Lipton known for its green tea and other flavors of tea, Lipton is considered the number one
competitor for coca cola especially for the health conscious people.
Fig 6. The perpetual map of the competitors.
Evidence of Trends
Obesity is a major problem of the nation. It is caused due to genetics, diet, and level of exercise.
About 40% of adults in the U.S. are obese. More than 18% teen are considered Obese in US. The
company is trying to do a lot of research to upgrade its products. The consumers are becoming
more and more health conscious pushing the food and beverage companies to invest in research
to come out with low calorie and low Trans fat foods. The company has invested in educational
programs which teach how to control the weight by proper exercise (Gertner, 2017).
Added Value;
The company has to work on its brand equity from the prospect of the healthy diet drink. They
need to establish more important factors into the research. The company can input more in to the
research to develop a totally different kind of the product to support its campaign against obesity.

9Assignment on Brand Analysis of Coca Cola
Conclusion
Coca Cola is a brand that has influenced many other brands in the marketing field. It is holding
the number one position on the social media platform. It should work on threats to overcome the
related health issues which are targeted by its customers.
References
Coca Cola (2019). Coca-Cola Journey Homepage. [online] The Coca-Cola Company. Available
at: https://www.coca-colacompany.com [Accessed 24 Jun. 2019].
Cola, C. (2016). 2016-sustainability-report. Retrieved from coca-cola company:
http://www.coca-colacompany.com/2016-sustainability-report.
Gertner, D. a. (2017). Coca-Cola and the Fight against the Global Obesity Epidemic.
Thunderbird International Business Review.
Koschmann, A. and Sheth, J.N., 2016. Do brands compete or coexist? Evidence from the cola
wars. Kilts Center for Marketing at Chicago Booth–Nielsen Dataset Paper Series, pp.2-051.
Rane, S., 2018. ANALYTICAL STUDY ON CONSUMER SATISFACTION TOWARDS
COCA COLA. Reflections-Journal of Management, 1(1).
T.C. (2017). Retrieved from coca-cola company.com:
http://www.coca-colacompany.com/stories/behind-the-big-red-curtain-i-work-for-coke-and-
these-are-our-brands.
Williams, R.L. and Williams, H.A., 2017. Vintage Marketing Differentiation Categories and
Groupings. In Vintage Marketing Differentiation (pp. 19-29). Palgrave Macmillan, New York.

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Wilson T., D. R. (2016). Beverage Trends Affect Future Nutritional Health Impact. Humana
Press, Cham.