Coca-Cola: Analysis of Marketing Strategies and Promotional Activities

This report provides an analysis of Coca-Cola's marketing strategies, focusing on advertising, sales promotions, and sponsorships. It explores how Coca-Cola utilizes various marketing techniques, such as social media, TV ads, and billboards, to reach its target market and build brand awareness. The report discusses sales promotion tactics like discounts and offers, along with the company's sponsorship of major sporting events to enhance its brand image. The analysis highlights the company's ability to create a premium brand image through creative and innovative advertising campaigns, and its success in the beverage industry. The study also provides insights into how these strategies have contributed to the company's overall market presence and customer engagement.

INTRODUCTION
The Coca Cola carbonated soft drink and syrup that is manufactured, as well it is also retailer and
marketer of this non-alcoholic beverage. It is a multinational company operating at international level.
Coca Cola was established in 1886, 133 years ago and was originally marketed as temperance
drink as a patent medicine which was invented in late 19th century and was then brought by a
businessman by Griggs Candler. This led to dominance of the market in 20th century. The company
is only manufacturer of the concentrated solution and further bottling and packaging of the
concentration is done by its business partners. As the company is expanded to a large market
segment it operational work also has to be also at large scale. The overall profitability of any
business depends upon overall marketing activities of the company that it carries on. Coca Cola as a
big concern can follow some effective marketing and promotional techniques for a better market
feedback from the customer’s side. The advertisements and promotional activities of Coca-Cola has
been eye catchy from pastime. The advertisements had been creative and innovative from the
pastime to a company is doing regular developments in the brand awareness. Company has been
successful in making premium brand image of its product in the eyes of the customers (The Coca-
Cola Company, 2019).
Advertisement
The Coca Cola carbonated soft drink and syrup that is manufactured, as well it is
also retailer and marketer of this non-alcoholic beverage. It is a multinational
company operating at international level. As the company is expanded to a large
market segment it operational work also has to be also at large scale. of the
customers. Company uses different advertisement strategies for marketing their
products like social media, TV ads, billboards, etc (Arab., 2018).
Sponsorship
Sponsorship is when a company pays to have name associated with the
event. Coca Cola has to be associated as beverage partner of various
games, mega sporting event promoting healthy, active living. It has tied up
with association various international tournaments, concerts, shows and
other major event. It has partnered with other sporting events, enhancing the
brand image of company and making employees and company feel proud on
it. The main motive behind the concept of sponsorship is that to make the
name of brand in mind of customers.
Sales promotion
Coca Cola uses sales promotion is tool to increase its sales. The company provide discounts
and offers to people like buy one get one free.