Coca Cola Marketing Strategy

The Coca-Cola Company is the world’s largest beverage company and is the leading marketer and producer of soft drinks. Today, Coca-Cola is consumed globally at the rate of over 600 million times per day. Nevertheless, Coca-Cola doesn’t live on its past achievements, instead it looks to the future as a challenge and continually seeks new markets and ideas of increasing its market share in locations where it presently has a strong company. This company is the world’s largest producer and distributor of concentrates and syrups for soft drinks. Products developed by the Company are sold through fountain wholesaler, bottlers, and distributors globally (Business Case Studies, 2017).

The Coca-Cola brand accounts for nearly 75% of the Company’s unit

Also, like any business who has successfully been existing for more than a century, Coca-Cola has had to remain articulate and dependable with their pricing strategy. Not to mention, they have had dangerous and admirable competitors continually driving them to be faster, smarter, and better. The goal of Coca-Cola is to maximum shareholder value. To grab market share, Pepsi broadly start to drop prices, and quickly after, Coca Cola chose to decrease theirs somewhat, but not for all products (Dimanche, 2012). For instance, in Pakistan or Indi, Coca-Cola is concentrating on lowering prices of their 200ml cans. Additionally, Coca-Cola uses a lower price point to get through to new markets that are sensitive to price because they want to face competition and to raise brand awareness. Once it is achieved, it switches itself as premium compared to many competitors for example Pepsi, the brand has an image of bringing unreal benefits in lifestyle, moments of joy and happiness, and group affiliation, but the marketing strategy still focuses on an affordable enjoyment of life (Dimanche,

By 2005, the business was shipping 8 million cases of vitamin and mineral enhanced teas and juices. FUZE was purchased by Coca-Cola in 2007 for $250 million. Thus, FUZE has broadened globally and now offers over 30 diverse varieties of juices and teas. With emphasis, the rights of NOS energy drinks went to Coca-Cola after purchasing FUZE (Buehler, 2017).

Comparatively, Coca- Cola wanted Glaceau, the creator of Vitamin Water, and achieved the acquisition in 2007 for $4.2 billion. Coca-Cola was very strategic, as a result the company’s product lineup in the non-carbonated beverage classification. Coca-Cola’s best purchase has been Vitamin Water, and is currently available in more than 26 countries. Equally important, in 1960, Coca-Cola acquired Minute Maid in its very first deal outside of the carbonated beverage classification. Minute Maid is the market share director in frozen concentrate drinks and trails competing PepsiCo’s Tropicana for ready-to-drink juices (Buehler, 2017). Minute Maid is on of Coca-Cola’s admired billion-dollar brands and will continue helping it provide to consumers who want healthier choices like juice. The Simply product was founded by Minute Maid in 2001. For instance, Simply includes many beverages and juice lines, like apple juice, grapefruit juice, lemonade and its main product orange juice. Simply has become another