Assessment of Coca-Cola's Sustainability Initiatives and Market Impact

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PRODUCT AND SERVICE DEVELOPMENT

Introduction
• Coca Cola has launched numerous innovative
products in the market
• The organization holds efficient marketing
strategy that is helping the organization to
secure its market position

Coca Cola Company Overview
• Coke was invented in
1886 by John
Pemberton who was an
Atlanta pharmacist
• Frank Robinson who
was the bookkeeper of
John Pemberton gave
the name to the product
• By the end of 1981, the
druggist Asa Candler
bought the Coca Cola
Company

Coca Cola Company Overview
• In 1919, the company was sold to an Atlanta banker named Ernest Woodruff for about $30 million
• According to Powell and Gard (2015), Coca Cola is the topmost nonalcoholic beverage organization
of the world
• Coca Cola is one of the largest beverage brands that is currently present in more than 200 nations

Improved products of Coca Cola
• Coca Cola has generated
numerous products in
the marketplace
• The organization has
launched Coca Cola Zero
Sugar and this has
gained wide market
acceptance in Europe
• Arctic Coke is launched
by Coca Cola and the
company assures that it
will create an icy magic
across the stores in the
US

Improved products of Coca Cola
• Launched Barrilitos Aguas Frescas that is considered to be
absolutely refreshing setting a bar of flavored water
• Improved variety of their soft drinks named Coca Cola
Orange, which is deprived of any sucrose substances

Market opportunities for the new products of Coca Cola
• Coca Cola focuses on delivering profit growth in terms of
increased sales rate
• Trustworthy customers have helped Coca Cola to establish
itself in the global market sphere

Market opportunities for the new products of Coca Cola
• Products are eco-friendly and the plastic bottles used by the
organizations are recyclable
• Cheptegei and Yabs (2016) opined that Coca Cola has remained
favorite of the customers as they target people of all ages

Marketing Strategies of Coca Cola
• Market segmentation is the major marketing strategy
adopted by Coca Cola
• Coca Cola targets people of all ages and thus, they keep their
budget low
• Increase customer satisfaction

Marketing Strategies of Coca Cola
• Coca Cola invest
huge capital in
setting appropriate
branding strategy
like advertisement,
events, etc.
• Organization has
shifted to
sustainability for
many years

Summary of the competition faced by Coca Cola
• Coca Cola faces
major competition
from the Pepsi
Company as Pepsi
has a huge market
acceptance like Coca
Cola
• Red Bull is another
major and direct
competitors

Summary of the competition faced by Coca Cola
• Diet Coke although is a sub brand of
Coca Cola
• Gaining huge market acceptance as
young generation are health and
diet conscious
• Fanta is another strong competitor
sub-brand of Coca Cola
• Fanta has gained wide market
popularity as they have different
marketing strategy in different
countries