Marketing Strategy Of Coca Cola

A brand can be defined as the feeling people have about a product offered in the market. It is not the name, logo or the symbol of a product. The brand is an expectation that people have for a company’s goods or services. Branding is defined as the process of creating emotions and feeling between the firm and the customers of the products they offer. It is dictated by the audience, and a company has no control over what the customer's perception of the goods. In the market place, branding dictates the reputation that a business creates for itself. The content that I aim at developing in this paper will take an in depth analysis of the brand name “Coca-Cola.” The choice I made is based on the fact that it is a common brand of every average person

Based on research, Coca-Cola is the most recognized element in the world. Almost 90% of the people who have been asked know one or two things about the brand. The red text of the word Coca-Cola is known for its strong awareness and viewership. It is the most viewed and recognized brand name. The viewership levels increases due to the large sponsorship of global events and Olympics. The text has revolved in terms of the front style used although the message remains the same on the brand name. However, different slogans have been used since its inception. The words used are different in many countries like America, Spain, England, or New Zealand. The packaging of the products has had a lot to do with increasing the brand awareness. It not only has a special style of packaging but also places them in specific freezers. The packs are available in different sizes thereby making it easier to distribute and carry. The ever increasing and changing demands of the customer have forced the company to implement the digitalization of the content through the website and social media. “The main aim of the website and social media accounts is to interact with the customers and involve them with the brand name.” (Kapferer,

The Coca-Cola brand marketing include monitoring and control, situation analysis, objectives, marketing mix and the target market. The brand target market is not specified to a certain age group but there are several products that are produced for a special group of the population. For instance, the diet drink is specifically produced for the older people. Primarily, the brand advertisement focuses on the people around 13 to 24 years. The secondary market comprises of the 10 to 39 age group. The primary objective of the brand is to provide every customer with a drink to quench their thirst. The secondary objective is to increasing the value of the company and at the same time the shareholder’s wealth. The company has more than 300 beverages and the main one is coke. The drinks are packed in bottles of 2lts, 1.25lts, 600ml and 300ml. The company uses marketing strategies in the adverts so as to benefit from comparative advantage. One of the most commonly used strategies is product differentiation in response to the market demand. “The net profit increases with each new product brought in the market.” (Petretti,