Case Study Of Coca-Cola

“Consumers no longer want only a great product; they want to buy products from companies that align with their character and values” (Kent, n.d, para. 1). In 1886, Dr. John S. Pemberton was a pharmacist who created a drink consisting of mixing syrup with carbonated water (World of Coca-Cola, n.d). Frank M Robinson, was his bookkeeper and then partner, invented the innovated trademark, logo and script; still used today (World of Coca-Cola, n.d). Pemberton sold portions of the company to new investors who took the product and the brand to the next level. Three years later, the Coca-Cola Company was born making it the biggest and most recognized brand sold internationally. The selected product will examine the customer segment, assessing the

The drink was invented as a medicinal drink to cure headaches by using caffeine, acting as a vasoconstrictor (Gehani, 2016). Moreover, Coca-Cola created a nickname known as Coke, producing ad campaigns publicizing the same trademark drink. Coca-Cola is a valuable brand generating “$72.5 billion in 2000 to $77.8 Billion in 2012 and $78.4 in 2015” (Gehani, 2016, p.13). According to Bashin, principal segmentation goal is to acknowledge the customers, but Coca-Cola focuses in adjusting its advertising strategy by generating innovative products (2017). Furthermore, Coca-Cola targets everyone because it does not discriminate gender, age, ethnicity nor lifestyles since it sells in more than 200

Coca-Cola uses social media like Facebook establishing appropriate protocols following industry best practice. Coca-Cola’ Facebook page has over 63 million followers raising awareness of the brand image through their campaigns (Moth, 2013). For example, they promote polar bears drinking a coke, yet, donating millions of dollars to protect the bears. Also, Coca-Cola was not afraid to open a Tumbler account even though is not as popular as Facebook. Coca-Cola knows that by being different, it will target that specific audience in which they will cater their needs and wants (Shively, 2014). Finally, Coca-Cola has built loyalty, brand by attracting new markets and customer (Moth,