Case Study Of Coca-Cola

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“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 …show more content…

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 …show more content…

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,

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