Coca-Cola: International Marketing Report and Brand Analysis

This report examines Coca-Cola's international marketing strategies, focusing on brand performance, customer analysis, and the application of Keller's Brand Equity Model. The analysis includes an overview of Coca-Cola's target customers, brand imagery, and customer satisfaction levels. It also discusses the importance of market research, customer feedback, and effective advertising strategies, particularly through television. The report suggests methods to improve product quality and taste to meet customer demands, expand product ranges, and enhance overall brand credibility. The report concludes with references to relevant academic literature supporting the analysis of international marketing and brand management.

INTERNATIONAL MARKETING
(COCA-COLA)

INTRODUCTION
It is an international company which is world known brand, they are
providing their products in all over the world and they are working
according to the international standards. COCA-COLA is standing
on the number two position in the top most global brands list.
Keller's Brand Equity Model can help to the company to manage
their brand image. Some of the factors are here which contains this
model and can be use by the company to manage their products and
services according to the needs of the targeted customers.

Who are you?
Coca-Cola is brand which is providing products to the customers to
enjoy and celebrates their happiness and joy with the drinks. So it is
essential for the company to know the target customers. So
according to this question, students, professionals and youngsters
more prefer to drink Cola. Most of the users wants a drink which
has a strong taste and give a feel that they are a part of brand and
using a brand.

What are you?
Brand Performance: Most of the customers are satisfy after
drinking it provides a cool feel to the users. Most of the customers
are having a habit to drink which tells that Coca Cola is providing
them proper satisfaction.
Brand Imagery: Most of the users select a Coca Cola cause it is a
brand and it is providing a proper feel to the customers. It has a
strong taste which is a demand of the customer.

What about you?
It is essential for the company to improve their products as per the
demands of the customers so they have to make proper market
analysis and as well as they have to make proper customers analysis
via taking their feedbacks. Application of the effective feedbacks
can improve the quality and taste of the product and as well as it can
improve the creditability of the company among the customers. The
Coca Cola is using advertisement via television which is proven
effective for them so they have to make more improvements and
they have to use many more mediums to advertise.

What about you and me?
To improve the number of customers it is essential for the Coca
Cola to increase and develop the taste according to the demands of
the customers, they can increase the range which help them to
improve the quality of drinks.

REFERENCES
Bergkvist. L. and Rossiter. J. R., 2007. The predictive validity of
multiple-item versus single-item measures of the same constructs.
Journal of marketing research. 44(2). pp.175-184.
Cateora. P. R., 2008. International Marketing 13E (Sie). Tata
McGraw-Hill Education.
Chandra. Y., Styles. C. and Wilkinson. I. F., 2012. An opportunity-
based view of rapid internationalization. Journal of International
Marketing. 20(1). pp.74-102.
Chen. L. H., 2008. Internationalization or international marketing?
Two frameworks for understanding international students' choice of
Canadian universities. Journal of Marketing for Higher Education.
18(1). pp.1-33.