Global Marketing Strategy Of Coca-Cola

Coca-Cola had emerged from a period of turmoil in 2005, sales were falling and there was limited synergy across international marketing efforts for the brand, which lead to inefficient usage of their resources and media budget. To correct this, a new leadership team was instilled with a renewed focus on strategized global marketing efforts and content creation. Specifically, a new team would be created out of the corporate headquarters in Atlanta to create synergy between the global and local positioning of the Coke brand by creating and locating content marketing campaigns that had potential global appeal.

Jonathan Mildenhall, VP of Global Advertising was part of this new team, and in 2013 he was presented with four different options of international marketing campaigns that could be recommended for implementation to the US business team.

2 Situation & Background Analysis

Coca-Cola is one of the world’s most recognizable and powerful brands. With over 130 years since its invention, it was one of the first brands to expand globally and has some of the most iconic and memorable advertising ever made. The Coca-Cola brand is so globally recognized and known that experts say it’s the “one word understood in almost every language”. Over the years Coke has strived to remain culturally relevant within its advertising campaigns by consistently

An example of this is Coke’s 49% stake in Aujan’s brands, a Saudi Arabian beverage company that produces a line of juices that are more commonly consumed in Middle East nations than carbonated beverages. The investment in local products provides Coke with increased access to resources and allows them to market their global products alongside the localized beverage