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The Release Of Coca Cola Company Marketing Essay

The Coca-Cola Company was founded in 1892 and established its Headquarters in Atlanta. The Coca Cola Franchise is the World's biggest Drink Industry. It dominated a 48% of the global Market share. Altogether the Franchise is responsible for over 160 different beverages within market consisting of 200 Countries. Examples of their products are Coke, Sprite, Dasani and many more. Their products range between Sport's Drinks, Juices, Tea, Coffee and Drinking water.

The Coca Cola Franchise Mission statement:

"To refresh the world

To inspire moments of optimism and Contentment

To create value and Make a difference"

What Their Vision and Aims are:

Be a great place to work where people are motivated to be the best they could be.

Bring to the globe a stock portfolio of quality beverage brands that anticipate and gratify people's desires and needs.

Nurture an absolute network of customers and suppliers, together we create mutual, enduring value.

Be a sensible citizen that makes a notable difference by helping build and support sustainable communities.

Maximize long-term return to shareowners while being mindful of the overall responsibilities.

Be an efficient, lean and fast-moving group.

What the Coca Cola Franchise Values:

Leadership: The courage to form an improved future

Collaboration: Leverage Collective Genius

Integrity: Be real

Accountability: If it is to be, It really is up to me

Passion: Committed in Heart and soul and Mind

Diversity: As inclusive as our Brands

Quality: What we do, We do well

The SWOT analysis of Coca-Cola Company

1, Strength

They Are the leading consortium in the Market for Consumer Beverages and have achieved strong advantages over their competitors

Coca cola utilizes a strong marketing strategy and different enterprise Adverts that entice consumers to buy their products

The Brand custom logo and Image of the Coca Cola Franchise is cemented within nearly all consumers on the market and has almost become a daily part with their consumption

Coca Cola has were able to keep their method a secret. Giving them a huge advantage over their competitors

They have a built-in system of Marketing ranging from vending machines within the fast food industry and multiple strong programs of syndication i. e. McDonalds

They Have the ability to produce innovative products with a well established research and development team.

Due to the actual fact that they dominate a higher market share, their products are mostly products that lead the market.

The products the Coca Cola Franchise is responsible for contain the characteristics of being convenient, affordable and a unique flavor

In Countries such as Singapore and China they tend to experience high sales through the Chinese New Calendar year period, this is largely because of the fact that their main Image is very "Red" and Red is considered to be blessed and productive within these countries

They Are responsible for the Coca Cola Polar Carry and the portrayal of St. Nick as a plump Jolly number. This enables them to attain high sales during the Xmas Period as well.

2, Weakness

Due to the large size of their industry, the control of the corporation has not been easy anticipated to hundreds of different components within the franchise.

A consumer Stereotype of Coca cola is the fact that their beverages are not healthy. That is widely due to the fact that Coke is made up of caffeine, sugar and different other substances.

Because the products of Coca-Cola Company are mainly bottled drinks, the quality of the merchandise which consumers finally enjoy is relatively difficult to regulate (due to the likelihood of expiration or metamorphism and other situations).

It tends to be very easy for the consumer's to obtain the competitor's i. e. Pepsi because of the fact that every products are extremely similar in the way they are made, that they are promoted, their prices and to some degree their taste.

3, Opportunity

Generally speaking, it is quite easy for the companies to type in the industry of soda. However, the standard which is required to come to be an international corporation is quite high.

As is known to all, soda pops suit better with the demand of teenagers. Also, the proportion of teenagers is increasing fast, especially in some countries in Latin America and Asia Pacific. This would therefore be considered a positive signal that Sales in the future should increase and therefore bring in More earnings.

Every Chinese language New Yr and Christmas Period, the Coca Cola comes with an chance to reach optimum sales and therefore Maximize profits

There are always new growing actors within each country (I. e. Wayne Rooney - Iconic English Football physique, Cheryl Cole - A female British music Designer) Such growing stars have an enormous Fan base that coca cola can exploit by getting these icon's to endorse their products

American junk food culture coordinates with the carbonated drinks

Junk Food Shops such as McDonalds have normalized the idea of Coca Cola being truly a dring that goes with fries and a burger.

Big Events like the World Glass with draws in millions of visitors, by sponsoring and or basing adverts around such occurrences rises sales.

4, Threat

There continues to be a high opportunity that the other non-coke carbonated drink will take host to Coca-Cola, for example Pepsi, one of Coke's biggest competitor's

If the general consensus decided to forgo a healthier lifestyle it could almost certainly result in a reduction in sales for a few of Coca Cola's main products i. e. Basic Coke.

Even though the Secret Method is a key factor to the success of the Franchise, it also provides a large risk. In the event the solution was to be found out it would verify disastrous for the business and may almost be certain doom for the organization.

Coca Cola's Marketing Combination- The Four 'P's


The charges for Coca cola products have a tendency to differ between $1 Sing buck for cans and $2. 50 for 1. 5L bottles. Setting low prices for the products means that the product is very price flexible. This means that lower prices ensure more sales and as a consequence an overall increase in Revenue. Also because of the fact that it's a product consumed on a regular basis, it is more good for the franchise to create cheaper prices. Prices are also low, because of the fact that it is cheap to make their product and sell it in large to different consumers.


The Coca Cola franchise is in charge of a number of different products. For instance Coca Cola, Sprite, Dasani Drinking water. By differentiating their product they could satisfy several of the consumer's wants and needs. An average customer is not going to only drink one kind of beverage, and therefore by differentiating your products it is possible to cover almost all their needs and needs. This also allows the franchise to focus on several different market segments, including the younger era is more willing towards beverages such as Coca cola and sprite. Whereas the old era may only drink such drinks sometimes and prefer Normal water. It also allows Coca cola to focus on consumers who may not be able to drink Normal coke due to diabetics. This area is included in the product known as 'Coke No' which boasts to haven't any Sugar but still contains the flavour of Coke. http://farm2. static. flickr. com/1149/557772469_0bec2b3586. jpg

The Coca Cola Franchise also distributes their products in different sizes i. e. 1. 5L containers, 320 ML can's and 600 ML bottles. This allows the consumers to buy the product for different events. I. e. the bigger bottles will be more for celebratory incidents or for your family at home, whereas the Can's and smaller bottles are designed for daily ingestion. The can's are also sold in six packs, which is overall cheaper they purchasing the cans separately. It also entices the consumers to buy them, as it is much easier to carry.

Their brand and products are also endorsed by iconic results such as Soccer stars. For example Wayne Rooney used to be on the image of Coca Cola, marketing the merchandise to the planet. Nearly every lover that watches soccer knows who Wayne Rooney is and admires him for the type of player that he's. Children growing up want to be like him, and for that reason by having such an icon endorse your product it guarantee's sales to people located all across the world, especially during incidents like the World Glass.


Coca Cola products such as Coke and Coke Zero can be found pretty much everywhere. The Coca Cola franchise distributes their products among various outlets, For instance '7-Eleven'. By distributing products to convenient stores, it allows their products to be readily available to anybody who wants to quench their thirst. Convenient outlets such as 7-eleven are fundamental to Coca Cola's sales therefore stores are located in highly filled areas where in fact the potential for a sale is high, if not assured. On top of that, the products sold at convenient stores tend to be expensive. This is because of the fact that convenient stores are positioned in such highly competitive locations with little to no competition.

Another strategy that Coca Cola utilizes will be the use of Vending machines. Such machines can be located nearly all over, e. g. at academic institutions, near offices, at MRT/Bus stations. Such machines have a tendency to bring the consumers attention with their scarlet design and are normally very cheap. They are also located in very occupied area's where commuters/students pass on a daily basis. In countries such as Singapore, placing vending machines in tactical locations is vital in guaranteeing sales. This is due to the weather in Singapore. Most the time it is absolutely hot, and the consumer wishes to quench their thirst in order to cool down. With a vending machine in closely populated areas, they can be assured to make sales. http://www. walyou. com/img/coca_cola_robot. jpg

Their products may also be found at every food electric outlet, it is because their franchise is so well known, that consumers want it with their food. Coca cola has also become iconic with fast food shops such as McDonalds. Every McDonald's meal is promoted with a Coke.


Coca Cola do various different kinds of promotions which range from small prizes to prizes worth $100, 000 and more. The most common campaign that they use is to cover a code under the container cap, if you obtain the right code you stand to succeed a prize ranging from hundreds to thousands of dollars in value. By offering such top quality rewards, Consumers will be very excited and eager to buy the product, as the opportunity of winning a product worth a huge selection of bottles of coke is too good to miss. Coca cola sometimes also run several type of advertising during a certain period. Coke also tend to do very well during Vacations and Major occurrences such as Chinese language New Yr/ Xmas / The world Cup.

The Color Red is an extremely traditional it is because Red is considered as a shiny, happy coloring, That brings good luck. It is believed that appearance and frame of mind during New Year's packages the firmness for all of those other year. Thankfully for Coca Cola, their identified by the Colour Red, and therefore Sales through the Chinese New Years tend to be high. This also starts up a massive chance for Coca Cola to advertise and promote their product.

Coca Cola also promote their product via World Situations, such as the World Cup that i talked about previously. Other happenings that Coca Cola make the most off are Holiday, and especially in Singapore/China, the Chinese language New Yr.

Coca Cola are rumored to be the people responsible for how we perceive the image of Santa Clause today. During 1931, the Coca cola franchised included an Advert that demonstrated St Nick as a plump jolly kind man in a red suit. This image of St Nick came out for roughly three whole years, and eventually cemented this interpretation of him in the consumers' brains. http://americanthings. files. wordpress. com/2009/12/coke-1938-by-thecoca-colacompanydotcom1. jpg

Another key iconic Coca cola figure used to market the beverage during the winter holidays is the Coca Cola Polar Keep. It first made an appearance in the Northern Lights advertisement, where the animated Polar bears sat down and drank from a bottle of Coke. The Polar keep also subliminally reveals the beverage as a 'cool refreshing' beverage, which is also presented in the way Coca Cola wording is strewn across its various products. Always Coca-Cola polar bear

Product Implementation


One way that Coca Cola have implemented their products in the past was via Advertising. A excellent example of how they did this was with one of the newer products, 'Coke Zero'. To effectively introduce this product in to the market, they had to focus on specific age group i. e. Adults. By narrowing down your Marketplace, it makes it simpler to design the advertising strategy for the merchandise as it narrows down the possibilities. For example, advertising Coke No as a thirst quencher to 50-60 time olds wouldn't normally be a successful market plan. Thirst quenchers are associated with outgoing dynamic youths and therefore are more perfect for adults.

Another important aspect of implementing a fresh product is to create a product feature that differentiates it from the other products. Coke No was referred to as being "calorie-free", using this method they differentiated the merchandise from 'Diet Coke' which isn't 100% calorie free. A report in the U. S also showed that young guys associated diet drinks to women. Such studies are vital to a franchise such as Coca Cola as it helps them successfully target the right consumer demographic. If Coca Cola didn't carry out this type of GENERAL MARKET TRENDS, they would have not likely have made just as much revenue as they have done.

Celebrity Endorsement.

Hiring an iconic body is a very effective way in implementing a product into the Market. In The UK Coca Cola hired Cheryl Cole (North East Born British Pop Vocalist) to endorse the merchandise Coke Zero. The reason why celebrity endorsements work forms of execution is because of the fact they are known worldwide, they have got a huge fan base, and more often than not have a group of fanatics that will try to do just what they do. The thought of selecting a nice-looking successful UK musician was to entice teenagers to buy the products. Similar to this, Denmark used Sarah Harding (Cheryl Coles Music group partner) to endorse the product abroad.


Coca Cola have effectively launched their products in to the market via Sponsorships. Since 2008 Coke No have been sponsoring a NASCAR Sprint Cup called the "Coke Zero 400". By sponsoring such big occasions, it shows the consumers that they are aware of their pursuits and also advertises the product as a "Sporty Beverage". It creates Brand Understanding, as everyone heading to the "Coke No 400" will obviously be aware of the merchandise. Such events such as this will also concentrate on selling the one product to the consumers, providing them with little to no other option. Sponsorships would also have the ability to create consumer commitment as it implies that your aiding something that they like.


To Evaluate the Sales of the product, I would first go through the overall amount of goods sold and compare it to the overall cost of Goods sold and cost of creation. If the product i. e. Coke Zero's Amount of Goods sold was higher than the price tag on goods sold and Cost of development, it would be a sign of success, as it demonstrates the product has made some income. On a worldwide scale I'd then compare each Market's results with one another in order to identify if one market does terribly, for example if the sales of Coke Zero in Finland were below par, I'd try to identify what can cause this. Likewise I'd also identify what has prevailed in certain market segments; in order to utilize the same factors for something I may create in the foreseeable future to ensure that that product may also be a success.

Within the first few months of sales I would hope to set up a survey for an over-all consensus of people within a populace. This is to determine if my product is definitely being promoted to the right demographic, when there is anything Coca Cola as a franchise could do to improve the product and also the particular consumers may choose to see in the future. Not only would this measure the successfulness of something and my marketing Team, it would also create consumer brand Devotion as it implies that we as a franchise value what the buyer wants. It would also point out any possible imperfections in the merchandise that people can negate in the future. It may also reveal that a different age group may be keener on the merchandise which would start a window of opportunity that coca cola can try and expose for his or her benefit.

Contingency Plan

In some cases scrapping the merchandise in one particular market may be the only thing to do. For instance in Finland, the plan was cancelled. This was because of the fact that it sexual implications, portraying the feminine gender as mere less Sexual objects. However wish product fails to launch in one country will not mean the merchandise is failing. The product efficiently launched in a great many other countries as a Calorie free drink with the same style as Old classic Coke. http://www. visitwestvolusia. com/images/content/_original/coke400logo. jpg

However if the product failure was not as severe as the case in Finland, I would try to salvage the merchandise image by doing market research specifically on why the product failed, different implementation methods, i. e. Are there any key celebrity symbols I could use to endorse the merchandise, any occasions that the Brand could sponsor, including the top of Quantum of Solace. Coke No was portrayed as Coke No Zero Eight, a play on the icon "007". Such practices could then slowly but surely create positive buzz amidst the disgruntled Consumers.

If the original product launch was failing, it could be smart to lower the price or have offers based around the new product could also be an effective method in pulling in the consumers, as they provide the Consumer with incentives to buy the product. The theory is to get the consumers to use the first rung on the ladder in purchasing the product, and getting them hooked. The cheaper price / campaign could provide just enough incentive for the buyer to buy the product.

The Research Page

Coke Can Size. . . From IAN NZ. 2011. Coke Can Size. . . From IAN NZ. [ONLINE] Offered by: http://www. ad-informatica. com/davideandreani/Cokesize. htm. [Seen 10 Apr 2011].

Mission Affirmation & Perspective: The Coca-Cola Company. 2011. Mission Statement & Eyesight: The Coca-Cola Company. [ONLINE] Offered by: http://www. thecoca-colacompany. com/ourcompany/mission_vision_values. html. [Accessed 8 April 2011].

Coca-Cola - Heritage - Cokelore - Polar Bears -- Advertising Case Record. 2011. Coca-Cola - Heritage - Cokelore - Polar Bears -- Advertising Circumstance History. [ONLINE] Offered by: http://www. thecoca-colacompany. com/heritage/cokelore_polarbears. html. [Accessed 8 April 2011].

Santa: Coca-Cola & Santa Claus. 2011. Santa: Coca-Cola & Santa Claus. [ONLINE] Offered by: http://www. thecoca-colacompany. com/heritage/cokelore_santa. html. [Utilized 8 Apr 2011].

Coke, Diet Coke, Coke No, Sprite & more: Brands of The Coca-Cola Company. 2011. Coke, Diet Coke, Coke Zero, Sprite & more: Brands of The Coca-Cola Company. [ONLINE] Offered by: http://www. thecoca-colacompany. com/brands/index. html. [Accessed 11 Apr 2011].

Coke No 400 - Wikipedia, the free encyclopedia. 2011. Coke No 400 - Wikipedia, the free encyclopedia. [ONLINE] Offered by: http://en. wikipedia. org/wiki/Coke_Zero_400. [Reached 13 April 2011]

Coca-Cola Zero - Wikipedia, the free encyclopedia. 2011. Coca-Cola Zero - Wikipedia, the free encyclopedia. [ONLINE] Available at: http://en. wikipedia. org/wiki/Coke_Zero. [Reached 13 Apr 2011].

Images were all extracted from Google Images

~Contents Webpage~

The Introduction on the Coca Cola Franchise

The Mission Affirmation, Vision and Aims and Company Values

The SWOT Analysis

The Marketing Combination - The Four 'P's



Contingency Plan

Reference Page

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