Marketing Analysis: Coca-Cola's Brand Strategies and Adaptation

This report provides a comprehensive analysis of Coca-Cola's marketing strategies, focusing on brand recognition, brand identity, brand positioning, and brand personality. It examines the company's "One Brand Strategy" and its global implementation, including the adaptation and standardization of its marketing mix. The report outlines various approaches used by Coca-Cola to build its brand, such as advertising campaigns, slogans, and packaging. It also discusses the importance of brand affinity and consumer behavior analysis in the company's marketing efforts. The report further explores the meaning of standardization and adaptation within the context of Coca-Cola's global operations, highlighting how the company modifies its products and services to meet the diverse tastes and demands of different markets. The analysis covers aspects like cost advantages, market segmentation, and strategies to maintain brand loyalty and achieve revenue goals. The report concludes by emphasizing the significance of Coca-Cola's mission and vision in guiding its marketing decisions and actions.

Principles and Practice of
Marketing

Table of Contents
Background of the company............................................................................................................1
INTRODUCTION...........................................................................................................................2
1: Outlining the usage of various approach to make the brand..............................................2
2: Usage adaptation and standardisation within its marketing mix........................................5
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

Background of the company
Coca Cola being a multinational company has analysed the market in deep and after that
analysis, they came to a conclusion which made them to formulate a unique strategy and that is
called “One brand Strategy”. This made all the products like Coca-Cola, Coca-Cola Zero and
Coca-Cola life come under one roof which means it originates under master brand instead of
getting marketed separately and this was launched in UK first to see whether it is effective or
not. After obtaining a successful trial, this strategy was launched globally. In order to make those
changes effective, Coca Cola worked with different agencies who helped to promote those
changes mainly by launching 10 TV ads in 2016 with the purpose of giving “intimating
glimpses” to the customers who drinks Coca Cola.
This all began with the global TV spot 'Anthem' which showed the importance and effect of this
drink over many situations like ice skating with friends, fast food, first date, first love and many
more. TV ads which launched in UK was headlined with Brother love (“One Brand” marketing
strategy, 2017). So, this kind of promotional activities helped this brand to deliver the message
of reason behind these changes. Coca Cola is also focusing on distributing quality services and
thus to make that notice in the eyes of customers, they have launched campaigns with the nature
of “Taste the Feeling” and campaign consist of GIF scenes which is being created with the
motive of boosting viral share ability and also enable users to pull out from the microsite. One
brand strategy will provide customers to have more options because the brand has motive to
provide more healthier choices to consume and have high satisfaction level. This new strategy
approach will be more beneficial by sharing the equity of Coca Cola across all the trademarks of
Coca Cola and fortify the allegiance to the customers with more lucidity.
Being a food industry, it is very essential to maintain the product quality so that it would
not affect the health of a customer and regarding Coca Cola they had main issue of getting sugar
out of their carbonated drinks as there were issues of over consumption of sugar. Coca Cola has
designed and modified products with zero fat and sugar free drinks but they did not stop on that.
Now, they have been developing them more because modern scenario has changed and people
are more conscious about their health. Strategies of bring forth of sub brand and not variants
have created some harm to the status of main brand and to compensate it Coca cola will have one
brand with multiple variants.
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Taste the feeling campaigns is the hope of growing the revenue sales so that new goals and
objectives can be achieved along with the loyalty of customers in an effective manner. Mission
and vision of Coca Cola is defined as the standards against the actions and decisions. They
mainly focus on refreshing the world and inspire the happy moments of people which can be
cherished for long period of time and thus creating value by making a difference with the name
of their brand.
INTRODUCTION
In an organisation, marketing is very important and essential process in which different
techniques or tools are being selected by the company (Principle of marketing, 2015). With the
help of this approach, entity can easily attract large number of the customers as well as achieve
higher profitability. There are also certain activities which are also adopted by the firm such as
customer service, product design, research, development and promotion of the products. This
indirectly or directly follows to accomplish company’s goals and objectives effectively and
efficiently. Company chosen for this report is Coca Cola which is a Multinational Company who
deals in carbonated soft drinks, energy drinks and other beverages (Anghel and et. al., 2011).
This business was established in 1886 by John Pemberton which is now among one of the largest
company selling their products across the globe. In this assignment, different things are
described about positioning and identification of the product brand. This report also determined
the adaptation and standardisation strategies that is selected by enterprise within 4P's of
marketing in its international strategy for achievement of long term and desire goals in an
effective or systematic manner.
1: Outlining the usage of various approach to make the brand
There are various approaches which are applied by an organisation whether its large or
small to make its own brand name by giving services and products to the clients. All these
concepts are determined under this:
Brand Recognition: It is known as a process and activity in which buyers have better
knowledge regarding quality. These are identifying the product name by just understanding the
commodity, logo, tag line on the service as well as the way of packing the product (Applbaum,
2010). This tool is mainly used for Coca Cola with regard to attract large number of the buyers.
In this, company can identify their lowest level system because they are focused person for the
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business entity. Mentioned organisation is the greatest and number one brand company
worldwide. In United Kingdom, Coca- Cola also known as beverage firm with its unique and
familiar brands like Diet Coke, Sprite and Fanta etc. It is also identified as a marketing
powerhouse world-wide, which licenses or owns and markets approximately 500 non-alcoholic
brands including juices drinks, water, coffees, juices, teas, sports and energy drinks (Aykan and
Sunmez, 2014). All products are in existence through its distribution operations and bottling
network as well as protective retailers, distributors, partners and wholesalers.
Brand identify: In this approach and technique, various visible and tangible aspects of brand are
included such as logotype, design, symbol, name and colour etc. Therefore, it can be said that all
these are important and beneficial part of the company in order to attract large number of
customers towards products or services (Dadzie and et. al., 2015). It is also valuable in separate
and determine the brand awareness in the customers mind.
It identifies the symbol, slogan, spokesperson, jingles and packaging etc. All these are
determined under this-
 Slogan- “Life Bering Here”
 Jingles- Company has had the similar jingle for certain years which despite slight
changes and can be recalled by different person easily.
 Packaging- Clean and simple product packaging
 Spokesperson- Real-life support and endorsers
All these are used by business entity in order to attract different number of the clients towards
products or services. It is beneficial and valuable for the company to achieve higher profitability
and grow in the competitive market effectively. However, the mentioned company provides
various services to its target and potentials buyers at affordable price as per client’s
requirements. This has broad effect on the buyer’s purchasing power as the tag line and logo
(Burchell and et. al., 2013). It is also influence the individual perception and can impact the
profitability and productivity of the enterprise in an effective or efficient way.
Brand positioning: It is defined as the marketing strategies that purpose to build a better brand
in the buyer’s mind. Without customer’s perception, this approach is not complete in a
systematic manner. In this way, it is important for both personal and organisation to achieve long
term objectives effectively. The main aim of this method is to maintain as well as attract position
of the products in the client’s mind by giving satisfactory and effective services. Due to this, it is
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important from the company point of view as modifying the individual perception about their
creative services and beverage products charges (Darnhofer and et. al., 2010). Positioning also
identify where business goods stands in connection to another offering services and products in
the consumer mind as well as marketplace. In year 2014, brand positioning of Coca- Cola are:
 USP: Most popular and world's largest soft drink
 Thirst quenching and refreshing
 High quality and consistent
 Culture value- Friends, family, and every day joys of life
All these are essential and important part of the company success and development. Above all
are determine the business position in market place as well as customer mind. It caters the
service mobility towards the low as well as economy class person who are primarily budget
oriented and conscious to travel or visit through the business services. It has made different
strategies and plans for brand positioning and capturing large number of share in target market
by getting buyers from low and middle class in decided price.
Brand personality: It is totality of intentions, thoughts, behaviours and emotions that people
show in a consistent manner as they adapt to environments (Dunn and et. al., 2011). It creates
marketing activities, advertising, tag line, slogans, packaging and buyers experience with product
brand. Also, it provides certain aspects which an individual can connect with the name with
regard to encourage awareness about popularity and brand. Nowadays, each and every person is
selecting strategy of brands which assist in evaluating the consumers’ needs and wants. It is very
essential and beneficial part of the business and its customers because it makes long term
relationship with them.
Brand affinity: It is defined as making predictions regarding the consumer behaviours and its
perception. This approach collects the necessary data and information which is essential in
distinguishing the buyers so that place of market can be divided. This also helps the business
entity whether its large or small in economy to identify buyers and their purchasing behaviour or
perception so that variation can be made as per their wants and needs. It is related to Coca-Cola
in which both research and development division play significant role in order to evaluate
customer behaviours and buying capacity (Howells and et. al., 2016). Company can investigate
the market as well as clients who have less budget as per their needs. It is known as loyalty
towards the business brand that are usual for buying the similar commodity within big
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marketplace. Organisation can select different strategies of marketing which support the business
entity to attract various clients for specific brand such as Coca- Cola.
2: Usage adaptation and standardisation within its marketing mix
Meaning of standardisation: It is defined as a process which supports in executing and
developing technical standards which is laid on entire parties such as authorities, firms, users,
associations and institution. All these assist in security, quality maximisation, safety, repeat-
abilities, sympathy of formal activities effectively and efficiently.
Adaptation: Different customers have differed taste and demands which influence
business enterprise to alter their products and services as per the choices and preference of
potentials buyers (Kaden and et. al., 2011). It is also identified as a changing process in order to
suit a better situation. It is a behaviour and feature which assist a living thing function and
survive in its atmosphere.
Adaptation and standardisation of action plan in the global market
One of the main motive and purpose of applying innovative strategies is to enlarge
business activities and functions at global level. In this way, different advantages are given by
the company standardisation about cost (Wilson and Grant, 2013). Objective of applying
adaptation strategy is distinguishing between few people in market. Global standardisation is
identified as an approach of marketing which is used by different organisation in order to
promote services and goods all over the world. In an international level, it is defined as a
homogenize commodity on an economic level. In simple words, globalisation and internalization
had a great effect on business strategies and marketing judgement.
On the other hand, it is advert to a unit framework of goods, environment, culture and
demand of an organisation at global scale. Uniformity in market section and their commodity
that assist in order to attain higher gratification level of buyers with less operative price. In this,
business entity can achieve long term and desired objectives or success according to the
customer demand (Dunn and et. al., 2011). Moreover, it is also changing the products and
services as per target customers’ needs. Both tools such as standardisation and adaptation are
applied by Coca-Cola with regard to enlarge service process, supply chain management,
employee connection and other activities for accomplishment of company objectives and goals
(Kotler and et. al., 2010). With the help of these, they can easily increase their product sales or
revenues in a systematic manner. Along with this, the mentioned organisation has capability of
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identifying international market and its market trends along with customers’ needs regarding
product. It is very essential and beneficial for a foreign firm to take advantages from adaptation
and standardisation by keeping at international level among different person.
Disadvantage and advantages of adaptation & standardisation
Basis Advantages Disadvantage
Adaptation An organisation has
responsibility to produce their
all products in national market
and fulfilling the wants and
needs of the buyers by getting
the main area. This will
change them to make better
image of the company in
customer mind (Madill and et.
al., 2011). It also captures
large market share in an
effective manner.
In this, higher income that can
expend as well as consumed
by evaluating the adaptation
approach. Product is launched
and established in an accurate
style. This approach is very
hard for the business entity to
evaluate users’ real wants and
needs.
Standardisation The minimum value which
support organisation in order
to attracting large number of
the customers. It improves
economic measurement of the
state. Brand of the product that
properly handled by changing
them as well as making right
development by giving them in
specific time. One of the main
advantage is that Coca-Cola
can build effective
Standardisation deficiency in
the different marketplace that
always variation in structure of
industrial. There are hapless
quality of products and
services which is provide to its
customers in the few sector
(Mizik and Nissim, 2011). In
this consumer have poor
knowledge of strategies
execution.
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individuality aspects by
addressing them.
4P's of Marketing mix: In order to identify business products, places, price and promotion,
business entity apply marketing mix. Therefore, it is very essential and valuable for the company
to achieve higher productivity and increase their sales. All these elements are determined under
this:
Product: In this, business organisation that should require in order to consider the services or
products which is sold by firm. They provide different services to their clients such as home
delivery and after sales services (Rath, 2013). Beverage is not a product of company but it is the
most popular brand around the world. In the business entity, there are 300 beverages are supply
by mentioned firm such as Fruitopia, Sprite, power Juices, Fanta and other items to their
potential as well as target customers. Their product packaging is attractive and different in
comparison to another company due to size of beverage such as drinks. It includes 600ml,
300ml, 2 and 1.25 litres; most popular among them are tins of 375ml.
(Source: Marketing Mix of Coca-Cola, 2016)
Price: The Coca- Cola price mainly depends and look on its sizes as well as products. Also, the
beverage product price is cheaper and affordable when it sells its commodities at large. Sub
brand of the Beverage has various strategy of pricing which is lay on competitors pricing
strategy (Siadat and et. al., 2014). Market is defined as oligopoly where large number of the
buyers and few sellers are present regarding commodities. It is important part of the company
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Illustration 1: 4P's of Marketing Mix

success and development because each and every customer wants better quality at reasonable
price.
Place: Business entity can expand their company at different place such as; restaurants, gas
station, stores and sales outlet even at marketing machines. Mentioned organisation is a leading
and famous brand which is present in all over the world with the purpose of achieving long term
and desire objectives in specific time period. Along with this, company provides more
conveniences and comfort place to their buyers in regrades to increase their sales or revenues
(SINGH and KUMAR, 2015). With the help of better facility, buyers can evaluate its drinks and
other beverage items at every place and at any period of time. Coca- Cola distribution system
that follows FMCG pattern because it is very effective for every person. They mainly focus on
middle and small level customers in marketplace who can buy bulk products.
Promotion: It is one of the main and essential part of the business organisation in order to give
proper information about products and services to their customers. In this, such element plays
significant role in capturing large number of the market share and attract various costumers. In
addition to this, Coca- Cola uses this approach to promote their brands in an efficient manner. It
will ensure that clients stay attracted and pull into the beverage goods. Also, clients can triumph
a free drink bottle so in this, they can acquire a losing cap (Vella, 2015). They use some channels
such as radio, billboard, internet, television, advertising and other essential methods to promote
their goods in a systematic manner. With the use of these elements, company can easily make
aware their target and potential buyers about products and services.
CONCLUSION
As per the above-mentioned report, it can be determined that marketing is very essential
part of the business entity in order to attract different buyers and capture large market share.
There are different tools and techniques used with the purpose of achieving long term objectives
and goals in an effective manner. Brand recognition, identity, positioning, personality and
affinity are important because all these define the business position, brand and image of the
company in customer’s mind. Furthermore, Standardisation and Adaptation are very essential
and beneficial for the firm in order to expand their business functions or activities at international
level. All those aspects have advantages and disadvantages on the organisation functions. 4P's of
marketing are also very important elements of the entity in order to identify better place, quality
products and service, promotion techniques in addition to price of the beverage items.
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