Search icone
Search and publish your papers

The marketing strategy of Coca-Cola

Or download with : a doc exchange

About the author

Level
General public

About the document

Published date
Language
documents in English
Format
Word
Type
case study
Pages
6 pages
Level
General public
Accessed
0 times
Validated by
Committee Oboolo.com
0 Comment
Rate this document
  1. Company Presentation
  2. Aldi or the concept of "hard discount"
  3. Exporting the concept
    1. Australia
    2. Switzerland
    3. France.
    4. USA
    5. Trader Joe's: Aldi's way of the diversification
  4. Conclusion

Coca-cola is symbol of a consumption pattern that was imposed on the entire planet and it is certainly one of the best known companies in the world.
Figures from the company's Atlanta factory speak for themselves, the products marketed by Coca-Cola alone accounts for 2% of the global drink consumption in the soft -drink market.
Coke owns more than half the world's market with over one billion units sold daily in over 200 countries. Coca-Cola generates 80% of its profits outside its home market even though 30% of sales are still made in the U.S. (compared to 25% in Latin America and 20% in Europe and the Middle East). The company today enjoys a market valuation that amounts to $ 165 billion and has an annual turnover that exceeds 17 billion euros.

Consuming a soft drink meets a physiological need that is inherent in majority of human beings; it is lovely to drink after a meal or simply when we are thirsty. Coca-Cola understands this phenomenon and develops its advertising campaigns on this understanding. Its target markets are huge consumers (the U.S., Europe and others.)The drink is marketed as ?Their beverage' (Always Coca-Cola).This explains why Coca-Cola is the most consumed beverage in the world.

However, in addition to satisfying a physiological need, Coca-Cola also responds to a need for belonging in children and adolescents.
The consumers of Coca-Cola respond to the image portrayed by the product. The youth is especially receptive to this image. They could drink any other cola but choose to drink THE cola.

Tags: Coco-Cola brand study, marketing strategy, Diet coke, Santa Claus

Similar documents you may be interested in reading.

Strategic Marketing Analysis of Coca-Cola Enterprises, Thomson Reuters, Rolls-Royce and Skandia

 Business & market   |  Marketing   |  Case study   |  09/29/2010   |   .doc   |   3 pages

The Marketing strategy behind Coca- Cola's Success

 Business & market   |  Marketing   |  Term papers   |  11/22/2010   |   .doc   |   17 pages

Top sold for marketing

SWOT analysis of Accor group

 Business & market   |  Marketing   |  Case study   |  01/27/2011   |   .doc   |   15 pages

Marketing case: Kinder Surprise

 Business & market   |  Marketing   |  Term papers   |  05/12/2009   |   .doc   |   4 pages