University Marketing Report: Coca-Cola Mass Marketing Strategies

This report provides an analysis of The Coca-Cola Company's mass marketing strategies. It begins with an introduction to Coca-Cola as a brand, highlighting its global recognition and association with happiness. The analysis explores Coca-Cola's successful marketing techniques, emphasizing its emotional connection with consumers through advertising campaigns that promote equality and spread happiness across diverse audiences. It then examines the company's competitive landscape, primarily focusing on Pepsi and Dr. Pepper Snapple, while acknowledging Coca-Cola's brand loyalty. The report identifies challenges such as the failure of new product formulas, which restricts experimentation and poses a long-term risk. It recommends that Coca-Cola should experiment by testing new flavors and getting reviews from the people to introduce other iconic products, which will boost the sales of the company. The conclusion reiterates Coca-Cola's success in marketing and the importance of experimentation to remain competitive in the market.

Running head: COCA-COLA MASS MARKETING
COCA-COLA MASS MARKETING
Name of the Student
Name of the University
Author Note

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Introduction
Coca-cola popularly known as Coke is a soft drink which is made by The Coca-Cola
Company. The company is one of the most successful companies in the world providing a wide
range of products to their customers worldwide. This paper is going to provide an analysis of
The Coca-Cola Company and provide challenges that the company can face and provide
measurable solution for the organisation.
Analysis
Coca-cola as a brand
The Coca-Cola Company has garnered huge appreciation in the market. The company is
one of the most valuable and recognized brands in the world. People often associate the word
happiness with Coca-Cola as the main and aim of the company is spread joy and happiness
among the people (Coca-colacompany.com, 2019).
Coca-Cola does not only want to spread joy and happiness with their products but also
through ad campaigns that emotionally connects with the audience present all across the globe.
Successful marketing of Coca-Cola
Coca-Cola has been successful in marketing their products to billions of people as the
company through their marketing aims on encashing on happiness in order to make the brand
associated with the word, happiness. Every individual and human beings experience happiness
irrespective of their cultural background, ethnicity, age, sex and many more. Thus, Coca-Cola
successfully manages to market their brand all across the globe.

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Coca-Cola also tries to establish an emotional connection with their audience through
their brand campaigns by promoting equality where it shows how Coca-Cola unites people
which spread happiness (Riaz et al, 2017). Positive and emotional messages through their brand
campaigns are another reason why Coca-Cola has become so successful at marketing.
Coca-Cola competition
Coca-Cola faces immense competition in the market, Pepsi and Dr. Pepper Snapple being
the most popular ones. However, Coca-Cola is still at the top beating these brands especially
because of the brand value they have created and because of their marketing. The connection
they have made with their audience which has paved way for brand loyalty which makes people
choose Coca-Cola over any other brand.
However, it has been seen that Coca-Cola had faced issues in the market as their new
product with a new formula did not work well with their customers that proved that their classic
drink, Coke was irreplaceable which somehow restricts experimentation in the company which
can be a huge risk in the long run.
Recommendation
Coca-Cola needs to experiment as there are huge competitions in the market who are
coming with different flavored drinks which is becoming a huge hit with the customers. Thus,
Coca-Cola should properly experiment by testing the flavors and getting a review from the
people to introduce other iconic products. This will help the company in experimenting with new
flavors and come up with new products that will help in boosting the sales of the company in the
ear future.

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Conclusion
Coca-Cola is one of the most popular brands and has successfully managed to win the
hearts of the people by their exemplary marketing and their iconic products which has been a
favorite among the people all across the globe. The emotional connect which the brand has
established over the years have contributed to the success of the company. However, the
company needs to experiment with new products and flavours in order to survive with immense
competition in the market.

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Reference
Coca-colacompany.com. (2019). Who We Are | The Coca-Cola Company. Retrieved 14
December 2019, from https://www.coca-colacompany.com/careers/who-we-are
Riaz, H., Ahmed, H., Akhter, S., & Hussain, M. (2017). The Impact of Emotional Branding in
Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan. KASBIT
Business Journals (KBJ), 10, 131-150.