Coca-Cola: A Comprehensive Analysis of Marketing Strategies

This report provides a comprehensive analysis of Coca-Cola's marketing strategies, focusing on its product, pricing, promotion, and distribution strategies. It examines the company's product line, including its flagship beverage and various other soft drinks, and discusses how Coca-Cola utilizes line stretching strategies to expand its product offerings. The report delves into Coca-Cola's pricing strategies, considering its position in the oligopoly market and the pricing parity it maintains with competitors like Pepsi. Furthermore, it explores Coca-Cola's promotional activities, including TV advertisements, sponsorships, and incentives for distributors and retailers. The report also touches upon Coca-Cola's distribution network and its adaptation to consumer preferences, such as the introduction of healthier beverage options. The analysis references marketing mix elements and the company's global presence, highlighting the brand's widespread recognition and its impact on the beverage industry. The report also includes references to academic research and case studies to support its findings.

MANAGING AND LEADING PEOPLE
INTRODUCTION
Coca cola is a leading organization, which is based on the Carbonated, sweetened soft drink and
consider as world’s best-selling drink. A popular nick name or coca cola is Coke. This company is
always claim that beverage is sold in more than 200 different countries. The Coca Cola Company feel
proud to have long term history of sponsoring major events, enterprise and other kind of project around
the global world. Among their most well-known sponsorship are consider as American idol, NBA,
Apple iTunes. These are consider the greatest sponsorship that will provide the better facilities and
services.
The Coca Cola Company sell their products in the form of different kind of soft
drinks which include concentrates beverage, syrups with major products.
Business has more than 300 beverage brand all over the world. Majorly, it
operates Coke, Lift, Sprite, Lift and other type of fruit juice. This company has
been packages the beverage items within plastic bottles of 2-liture, 300mul.
Coca cola has been considered the well-known trademark which is mainly
recognized by 90% of entire world population (Bondarenko and Nemesh,
2019) The business of Coca Cola is considered as become very successful and
has an excellent reputation in marketplace. The price or cost of Coca Cola may
varies according to place, size and its packaging. Different kind of Coca Cola
drinks available in different places within reasonable price or cost. Sometimes,
it is also selling into market where potential consumer also compare their price
or cost. In additional, Coca Cola Company is always focused on the best
quality of product and service so that company will maintain a proper standard.
PRODUCT AND SERVICE
BACKGROUND OF COCA COLA
Coca Cola was made by John Pemberton in 1800s and its primary sales were at Jacob’s
pharmacy in Atlanta, Georgie. This company has been sold their 5% of glasses and become
very strong tasting because there is no added water. Coca Cola was considered the first made in
Columbus. Sometimes, it is also known as Pemberton’s French Wine Coca at first time.
Afterwards, it was sold as large number of medicine which help to cure cold and provide the
better energy of individual person (Brondoni, 2019). Usually, this kind of drink is mainly used
to sell at Soda Fountains in US. Furthermore, it is also created to stop the addiction of
Morphine. Coca Cola also produce the various kind of drinks and sell other beverages. There
are more than 2,800 products available in different nations. This company has already
established the largest beverage manufacturer and distributors in world. Coca Cola is being in
market more than 130 years so that they can export their beverage items in global world. It has been
developed within excessive distribution network. In this way, it has been highlighting the place strategy
in Coca Cola through marketing mix. This enterprise has produced the beverage using its unique
formula and transports it to their bottlers which are located into different areas. In most of cases, it
should consider the goods from distributors which are transported to other wholesalers those are
distributing into retailers. Coca Cola Company has extensive distribution channels and their appropriate
products are available in almost of all retail outlets. In 2016, Company has been launched “Taste the
feeling” campaign which mainly seeks to remind its potential consumers demand.
The Coca Cola logo was mainly designed by John Pemberton’s, Frank Mason
in 1885. It came up with brand name and chose the logo’s distinctive cursive
script.
LOGO of Coca Cola

Marketing strategy will help for Coca Cola to achieve their desirable goal and objectives, marketing
mix is based on the framework or tool to define its strategy. Afterwards, it can easily elaborates with
products, pricing and other distribution or advertising strategy used by Coca Cola.
PRODUCTS
Coca cola is mainly follow the effective approach in which degree of discrimination in its marketing
mix. In the sense, they can charge the different products within multiple segmentation. Typically, a
beverage market is one of the fastest growing which is mainly considered as oligopoly. There are only
few seller and buyers allow to purchase particular beverage items in global marketplace. Coca Cola
Company is also producing a large number of other kind of soft drinks which include Fanta or sprite. It
is making to sell different soft drinks within different marketplace. Coca Cola and Pepsi are
considerable as very dominant players in global marketplace. Coke products are priced as similar to that
of Pepsi items. The actual quality of Coke is higher than the compare to Pepsi in particular segment
areas. Many potential consumers might have switch from another brand because they are price
sensitive. Hence, both come to the agreement of maintaining price or cost of every segment. Coca Cola
Company has been setup all kind of benchmarks and then produce different soft drinks in marketplace.
The primary concerned about this company is to identify the promotional strategy such as TV, print
media, online advertisement and other sponsorships. Coca Cola has launched different type of TV
advertisement in different language across the globe. Additionally, company has considered the special
incentives which are given to their distributors and other retailer for pushing towards Coke items.
The company respondent to growing client interest in term of healthy beverage by other several new
carbonated beverage items. It involved Minute juice. Sport energy drinks and other type of flavoured
drinks.
MARKETING MIX OF COCA COLA
Coca cola has set up the goals of evolution proceed in the product line
expansion beyond the current beverage items. Thus, over times, Company
introduced new items that added into existing product line under new flavors,
ingredients, colors, size and packages. This kind of tactics is also known as line
stretching strategy. Generally, Coca Cola Company can use this strategy to
increase the popularity of different product and service in global marketplace.
By using line stretching strategy, it is not only improving the current business
position but it always giving the right direction to achieve suitable goal or
objective.
LINE STRETCHING STRATEGIES
REFERENCES
Brondoni, S.M., 2019. Shareowners, Stakeholders & the Global Oversize
Economy. The Coca-Cola Company Case. Symphonya. Emerging Issues in
Management, (1), pp.16-27.
Bondarenko, Y.S. and Nemesh, V., 2019. Methoden zur schaffung des images
der «The Coca-Cola Company» (Doctoral dissertation, Sumy State University).
Sprite
Fanta
Sprite