A Report on Coca-Cola's Marketing Strategies and Brand Building

This report analyzes Coca-Cola's strategic shift from a traditional marketing approach to a growth-oriented strategy, highlighting the appointment of a growth officer and the focus on brand creation to compete with e-retailers. The report discusses Coca-Cola's diversification into a "total beverage firm" and its segmentation of products into leaders, challengers, and explorers, each with tailored marketing models. It examines the importance of brand loyalty and innovation, referencing insights from Coca-Cola's top marketers and their responses to market changes. The report also identifies the Coca-Cola Company as the primary beneficiary of these marketing initiatives and emphasizes the company's proactive approach to understanding consumer trends and expanding its market reach. The report concludes with a positive assessment of Coca-Cola's strategic moves, emphasizing their potential to enhance productivity and consumer engagement within the organization, with references to key marketing concepts and industry publications.

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Coca-Cola: we must keep creating brands
The marketing issues illustrated in the article
Coca-Cola has placed a focus on creating different products to foster development as it looks
forward to innovate and take a test and learn the technique to navigate spontaneously changing
the market.
The company decided to scrap the position of its chief marketing officer and replaced it with the
growth officer; Coca-Cola’s top marketer says that marketing is meant to foster business. He
adds that the elements of winning awards at Lions festival do not satisfy them any longer.
According to Coca-Cola's top marketers, the creation of brands and promoting loyalty is the
main reason for success in the rise of traders such as Amazon (De Mooij, 2012)
Javier Meza, CMO of sparkling at Coca-Cola when he was speaking exclusively to marketing
week said that the only way to remain in business is by creating brands. He additionally said that
the time they will stop creating brands, will be the time that e-retailers will dominate.
He goes on and says "the time an individual stops deciding the way they want a coke at Amazon
is going to decide the brand they have." Meza on his first day in the CMO role in conference
held at Atlanta, US, discussed on how Coca-Cola is more sprightly concerning innovative
matters, for instance in Japan, Coca-Cola is initiating two produces in a week, with each launch
checked for six weeks before deciding on either to roll it out extensively or to shelve the idea
(Molly, 2018).
Coca-Cola diversifies its company into "a total beverage firm" to ensure that it aligns itself with
the customer's trends and steps aside from its main fizzy drinks business. In the firm's current
results, organic auctions were around six percent, driven by sales like coke and bottled water.
Coca-Cola is now dividing products into three groups, the first in the category are leaders,
followed by challengers, and then explorers (Kotler, 2012). The marketing strategy for this
groups changes depending on the category. Meza outlines that Coca-Cola possess a management
position thus the marketing model for that product is not what is needed for products like

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PowerAde since in many markets it is a challenger. In some groups Coca-Cola is not a
challenger; it is just an explorer
Adjusting the marketing models is the most significant change in the development of becoming a
beverage company. Irrespective of the differences at the market, Meza still highlights that the job
of a marketer is the same.
The important stakeholders or rather those who will benefit from these marketing issues
The primary beneficiaries of these marketing issues are the Coca-Cola Company; this can be
explained based on the fact that when Coca-Cola Company replaced its marketing chief officer
with growth officer, it widened its technique to marketing. It also assisted in changing the
marketing department's outlook and extended its approach.
Rodolfo Echeverria, the vice president of Coca-Cola, stated that marketing in the company is a
tool to success (MacFadyen, Stead, & Hastings, 2012). He also says that they are aggressively
pursuing development, not that they want to be richer but because they want to win those clients
who are not theirs. And they are asking themselves the questions like what they can do to grow
and how better they can satisfy consumers.
My response to these issues
Honestly, I think that Coca-Cola's move in appointing Francisco Crespo as the growth chief
officer replacing the chief marketing officer is a great one; this is because such steps tend to
produce amazing results in the company. For instance, in the case of Coca-Cola Company,
growth officer has the role of bringing new consumers who appreciate the brand's value to the
company ( Herweg, A, & Herweg, G, 2017)
Therefore, it is not a bad idea to make some changes like the ones that Coca-Cola Company has
made since it increases productivity within an organization.

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Reference
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Herweg, A., & Herweg, G. (2017). radios niche Marketing revolution FutureSell. Focal Press.
Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
MacFadyen, L., Stead, M., & Hastings, G. (2012). Social marketing. In The marketing book (pp.
724-755). Routledge.
Molly F. (2018, November 27). Coca-Cola: We must keep creating brands or online retailers will
win. The marketing week. Retrieved from
https://www.marketingweek.com/2018/11/27/coca-cola-creating-brands.