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The Coca Cola Company Essay

1519 words - 7 pages

The Coca-Cola Company; and specifically the advertising
and promotion of the Coke brand.

Table of Contents

Overview & Background…………………………………………………………...3
Product Information ………………………………………………...….…………...4
Competitive Review ………………………………………….……………...……...5
Audience Analysis…………………………………………………………………5
Promotional and Media Vehicles Used……………………………………………6
Conclusion ………………………………………………………………….…..…. 7
References…………………………………………………………………………8
Appendix …………………………………………………….………..…………….9

The Coca-Cola Company® originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system ...view middle of the document...

That's what Coca-Cola’s 2020 Vision is all about. It creates a long-term destination for business and provides a "Roadmap" for winning together with their bottling partners.

The SWOT Analysis for the Coke brand:
Strengths
* Coke brand enjoys a high-profile global presence
* Four of the top five leading brands
* Broad-based bottling strategy
* 47% of global volume sales in carbonated drinks
Weaknesses:
* Carbonated drink market is in decline
* Over-complexity of relationship with bottlers in North America
* The existing distribution system is not so efficient for non-carbonates
Opportunities:
* Soft drinks volumes in the Asia-Pacific region forecast to increase by over 45%
* Brands like Minute Maid Light and Minute Maid Premium Heart Wise are positioned well with the ‘health-concerned’ markets
* Use distribution strengths in Eastern Europe and Latin America
Threats:
* Growing ‘health conscience’ society
* PepsiCo’s Gatorade, Tropicana and Aquafina are stronger brands
* Rumor mill: Boycott in the Middle East, Protest in India, Coke contains alcohol

The 'marketing mix' is a set of controllable, tactical marketing tools that work together to achieve company's objectives. In the case of Coca-Cola’s’ powerful brand personality has become a vehicle for promotion in its own right, sponsoring many events both on a global and local level. The company has long been associated with global events such as The Olympic Games, The FIFA World Cup, Rugby World Cup and Special Olympics. Coke has also been linked to world’s fairs and national exhibitions since 1905. The Coca-Cola formula is The Coca-Cola Company's secret recipe for Coca-Cola. As a publicity marketing strategy started by Robert W. Woodruff, the company presents the formula as one of the most closely held trade secrets ever and only a few employees know or have access to.
Although Coke and Pepsi are closely matched in the United States, Coke outsells Pepsi by a 4-to-1 margin elsewhere in the world; Pepsi’s dark cola drink is the primary competitor to Coke’s infamous brand-star. Coca-Cola’s goal is to achieve 50 percent of the market. It seems consumers everywhere like the product (cola soft drinks) and the Coca-Cola brand. And those positive brand attitudes toward the Coke brand are positive; the per capita consumption of Coke products in the early 1990s was 296. This means, on average, every person in the United States drank 296 8-ounce servings of Coca-Cola products per year. The PepsiCo’s communication advertising focuses on slandering Coke, and segment marketing to youth.
The Coca-Cola brand targets all market segments, and has various products to suit individuals taste, and considers all consumers that are thirsty a potential customer. Therefore, all age groups are targeted. However, the most potential age groups are consumers from 18- 25 years old, that covers around 40% of the total age segment. Although the...

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