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Coca-Cola Marketing Mix

Updated on October 3, 2015

Coca Cola

Coca-Cola is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in the world. There is a great variety of brands offered by Coca-cola throughout the world like Diet coke, sprite, Fanta, Rc cola, Minute made etc. you can find the Coca-cola soft drinks anywhere in every country of the world.

The 'Coca-Cola' brand has been adopted the strategy of global marketing. They are considering the whole world as single market place and uniform marketing strategy was being used Coca-cola for many years, but now the trend is changing and different marketing campaigns are being designed for different regions of the world. . Business decisions are made on a domestic basis to fit in with the culture and needs of the domestic community. In 1919 Coca-Cola decided it was time to go global. The Coca-Cola Company decided to take its operations beyond national boundaries and marketing research was started in central America, china and many other countries of the world. Because of successful and efficient marketing research Coca-cola was able to produce globally in different regions of the world.

Coca-cola has got such an intensive distribution and bottlers system that its products are available everywhere in the world, starting from Middle East to Australia. You can find coca cola product on every retail outlet

There are many reasons why company decided to sell its product in international market. The prospect exists to sell 'Coca-Cola' worldwide, because 'Coca-Cola' is a product which can be used by everyone irrespective of age and gender, all over the world. Marketing globally demand the company to have a marketing team in line with a country's consumers so effective sales can be made and good relations with the abroad key employees can be maintained.

If we look on advertising perspective of Coca-cola, advertising has created a demand for 'Coca-Cola' worldwide. However, advertising has to be in line with the domestic culture. An adapted marketing mix means adjusting the mix with the prevailing culture, geographic, economic and other differences in different countries. Different languages and cultures caused problems.

In addition, according to Bettman, et. al, Coca-Cola’s bottling system is one of their greatest strengths. It permits them to do their business on a global scale while at the same time maintain a national approach. The bottling companies are domestically owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have complete ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers (Bettman, et. al, 1998).

.Brand image is the significant factor affecting Coke’s sale. Coca-Cola’s brand name is very well known all over the world. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Cola’s bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse, area. (Arthur A. Thompson Jr., A. J, 2005)

Now there is the threat of new vital competitors in the carbonated soft drink industry is not very extensive. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate.

Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-awareness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares.

The increasing health consciousness and emphasis of healthy lifestyle not only in developed nations, but also in developing nations, have slowed down the sales of Coca-Cola’s carbonated soft drinks. In response to this health consciousness issue, the company introduced Diet Coke in 1982. Such change of consumer life style had also led to the introduction of its bottled purified water. (Murden, Terry, 2005)

Coca-Cola’s’ brand personality reflects the positioning of its brand. The process of positioning a brand or product is a complex managerial task and must be done over time using all the elements of the marketing mix. Positioning is in the mind of the consumer and can be described as how the product is considered by that consumer. When researching the positioning of a product, consumers are often asked how they would describe that product if it were a person. The purpose of this is to develop a character statement. This can ensure that consumers have a clear view of the brand values that make up the brand personality, just like the values and beliefs that make up a person. Many people see ‘Coca-Cola’ as a part of their daily life. This similarity between the brand and the consumer leads to a high degree of loyalty and makes the purchasing decision easier.

It is of a lot importance to create the right brand image that closely in lines with the consumers’ life experiences and feelings. Sponsorship is one way of building these associations (Arthur A. Thompson Jr., A. J, 2005). Through events such as ‘Coca-Cola’s’ Form and Fusion Design Awards and sporting events a brand manager can ensure that its product image is made relevant to the target audience. An element of the marketing mix that involves making aware the customers. The promotional mix will often include sales promotion, advertising, direct selling and public relations elements


The progress and advancement in the field of technology in the fields of soft drink raw material, production, manufacturing, information and communication technology and logistics have great positive impacts on the operations and sales of Coca-Cola. The availability of new soft drink ingredients enables Coca-Cola to introduce new variety of its products to its existing consumers, not forgetting to attract the new consumer groups. The use of the latest information technology has made able the company to attract the new generation of soft drink consumers with the latest features of song downloading. Also the existence of company website has enabled the world to be in touch with the latest progress, promotions and offers of Coca-Cola.

If you have any suggestions or questions feel free to comment below.

A markerCoca Cola Plz NW, Atlanta, United States -
1 Coca Cola Plaza, Atlanta, GA 30313, USA
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    • profile image

      victor 7 years ago

      i am student of FTMS College here in Malaysia,I found this article as very nice and interested one.keep it up

    • profile image

      vinne 6 years ago

      hey!

      Im a student, i found this article really useful for one of my assignments. thank you so much!!!

    • dallas93444 profile image

      Dallas W Thompson 6 years ago from Bakersfield, CA

      Coke is a great cleaning agent. The acid in it beats most every other cleaner! Rub couple of times on your show car tires and they will stay black and not collect dust. Cleans old coins, pour 1 liter into swimming pool, it turns water into very clear, water. Cleans tile grout too! Great hub!

    • Bilaras profile image
      Author

      Edward Harris MSc 6 years ago from Earth

      Oh my God !! If coke can clean tire then what would it do to our stomach. I have seen many videos on youtube about coke dissolving meat but i thought they were bogus.

      Thanks for sharing this information dallas.

    • dallas93444 profile image

      Dallas W Thompson 6 years ago from Bakersfield, CA

      Your hub was an inspiration. I wrote about many of the things you can do with Coco Cola - besides drink it! It cleans toilets too!

    • Bilaras profile image
      Author

      Edward Harris MSc 6 years ago from Earth

      Nooooooooo ! That does it ...!

      No more coca cola for me.

      I bet it was designed to be toilet cleaner and then one day someone drank it and said hey it taste good lets start a beverage company.

    • profile image

      dominic kiptoo 6 years ago

      that's great am a student in kenya university and i find this article of useful information on my assignments

    • profile image

      fiv 6 years ago

      thanks for posting this marketing mix .

    • profile image

      kapella 6 years ago

      the paper is scientificlly very useful...keep it up

    • profile image

      PEACE 6 years ago

      COKE THE BEST !!! HUHUHUHUH

    • profile image

      :( 6 years ago

      this is crap it did nt help me @ all w/ my assign :(((

    • profile image

      sabah 6 years ago

      coca cola also contain alcohol in it. So its not even halal. avoid it

    • profile image

      neha on itm 5 years ago

      need more case study on coca cola as a marketing development

    • profile image

      Godwin, nigeria 5 years ago

      coca cola an unbeatable brand

    • profile image

      DUBE ZIBUSISO 5 years ago

      THIS IS GREAT STUFF FOR ALL them soldiers who wannah know what they sip

    • profile image

      GEOEEREY MOMANYI 5 years ago

      THANKX 4 TIS POST.AV USED IT AS THE BASIS OF MY TERM ASSIGNMENT

    • profile image

      Aleck 5 years ago

      Great article, very useful and deep!

    • profile image

      Jaenda FC 5 years ago

      Att...i'm a student at IUM Namibia, i really finds this article intresting as it helps me very well in my assignment. keep it up Coca-cola for writing up such an article. its really helpful.

    • profile image

      unknown 5 years ago

      Coca cola is good,but it also has bad effects cause it contain caffine which is a drug.

    • profile image

      ThEODORE H. MILLER 5 years ago

      THANKS A lot FOR THIS ARTICLE, I REALLY ADMIRE YOUR GOOD WORK AT COCA-COLA AND HOPE THAT THIS WILL CONTINUE. I'M A STUDENT AT CUTTINGTON UNIVERSITY IN LIBERIA, I'M INTERESTED IN DURING A RESEARCH ON THE IMPACT OF NEW INFORMATION AND COMMUNICATION TECHNOOGY ON SOFT DRINK CONSUMERS IN MY COUNTRY. JUST BECAUSE OF THE GOODNESS OF COCA-COLA, I WILL APPRECIATE A HELP FROM YOUR BREACH IN MY COUNTRY. PLEASE KEEP ON YOUR GOOD WORK.My EMAIL:theodoreh.miller@yahoo.com

    • profile image

      Rhoda Austine 4 years ago

      Tanx 4 making this post it has really taken me a long way in ma project.

    • profile image

      moses sang 4 years ago

      it is not worthy to fabricate stories that coke has other substance with it,have your facts right.

    • Bilaras profile image
      Author

      Edward Harris MSc 4 years ago from Earth

      @moses sang you living in denial

    • profile image

      todereescit 4 years ago

      My spouse and i helpful to get at the top of living yet as of late We've established any resistance.

    • profile image

      Hifikepunye 4 years ago

      Explain how coca cola has moved away from mass marketing toward market segmentation and targeting in your country?

    • profile image

      mehfooz awan 3 years ago

      i am a mbs student cocla is a good drnk

    • profile image

      poetajneto@hotmail.com 3 years ago

      Tenho um material artesanal criado por mim e q talvez ajudasse na propaganda dessa grande referencia em bebida, a coca-cola. Se alguem interessar favor contatar (84) 99709416 ou 91191563 ou ainda por e-mail- poetajneto@hotmail.com

      obs: Será prazeroso ver uma criatividade exposta divulgando e ampliando vendas

    • profile image

      hannah 3 years ago

      hi i just want to know what are the types of people you are dealing of, what kind of programming you have your packaging and who are your partners because you only have a 4Ps , for my project

    • profile image

      Roseline Henguva 3 years ago

      hey, im student from Ium Namibia and i find the article very useful. thanks

    • profile image

      Dodo 3 years ago

      i'm a student and i find this information really usefull. thanks. keep it up.

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