Business Studies Report: Marketing Strategies of Coca-Cola

This report provides an overview of Coca-Cola's marketing strategies within the context of business studies. It begins by introducing the concept of the marketing mix, highlighting its significance in achieving business objectives. The report then focuses on Coca-Cola, detailing its promotional campaigns, brand strategies, and the substantial investment the company makes in marketing. It examines both traditional and modern marketing channels, including social media and YouTube, and discusses the company's shift towards a one-brand approach. Furthermore, the report addresses Coca-Cola's commitment to corporate social responsibility and its efforts to develop a sustainable supply chain, emphasizing how these elements enhance the brand's image and market position. The report includes references to academic sources, such as books and journals, to support its analysis.

Introduction to Business
studies

Contents
Marketing Mix.............................................................................................................................3
Promotion of Coca Cola..............................................................................................................3
REFERENCES................................................................................................................................4

Marketing Mix
This aspect consists of tools of marketing that the company uses in order to achieve their
objectives in the market. It revolves around four P’s of marketing that is product, price, place and
promotion.
Promotion of Coca Cola-
The sector in which the company deals in is beverage industry and it involves a cut throat
competition in this industry. In order to increase the sales and revenue, the company invests a lot
of money in promotional campaigns. Estimated amount which the company invests on
promoting their brand is more than $ 4 billion for an year. They focuses on both channels that is
modern and traditional channels to promote its brand. Recently the company has changed its
strategy with a one brand approach which unites all of their brands. With the coverage of TV and
campaigns they also cover social media and internet. Social media helps the company to engage
with its customers and increase their followers. Company has made over 1250 videos of
promotional campaigns on their YouTube page . due to the intensity of the competition in the
market company believes in maintaining their reputation and image. Other than this company is
also investing a lot in the areas which are related corporate social responsibilities and trying to
develop a sustainable supply chain. These aspects has helped the company to benefit from the
market as the image of their brand is now respected even more and the network of manufacturing
is also sustainable.

REFERENCES
Books and Journal
Erasmus, B., Strydom, J.W. and Rudansky-Kloppers, S. eds., 2016. Introduction to business
management. Oxford University Press Southern Africa.
Cox, R.W., 2019. Introduction: bringing business back in—the business conflict theory of
international relations. In Business and the state in international relations (pp. 1-7). Routledge.