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
[...] 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. It must be noted that Coca-Cola has marketed itself such that it can be found anywhere. It is available in stores (supermarkets, hypermarkets and small traders), cafes, and restaurants and is the brand of cola that is generally available in vending machines. The market position The Atlanta giant is on the BRSA (Les boissons rafraichissantes sans alcool or soft drinks without alcohol) market and this market is very buoyant. [...]
[...] but the market potential is enormous. Coca-Cola has invested more than $ 1.1 billion in this country and intends to invest another $ 150 million in the next couple years. Expansion strategies Coca- Cola has adopted a strategy of expansion. Its presence is nearly global, it is present in more than 200 countries and has a turnover that no other brand has been able to match. Its turnover in 2005 was $ 21,044,000. The company is the undisputed market leader of soft drinks (BRSA). [...]
[...] On the other hand, the firm seems to have adopted a strategy of differentiation through branding. As we have already seen, it is the red logo of the brand that makes all the difference and has prevented the competitors from catching up. The word cola has become so large that it is now used as a noun. No matter where one is, the word Coca-Cola is a universal and something everyone understands. Standardization and adaptation to the target market Bottle of Coca-Cola on sale in Pakistan Collector's Edition Bottles Prices Coca Cola sells its bottles and cans at different prices throughout the world. [...]
[...] The marketing strategy of Coca-Cola 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 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. [...]
[...] For example, Diet Coke tastes considerably sweeter in the United States. The Asian market also has Coca- Cola BLAK which is partly the taste of cola with a bit of ginger in it. In the U.S. they sell Coca-Cola Black Cherry Vanilla which is an energy drink that is made from cherry and vanilla. Here, they also sell Cola 0 which is a drink that does not contain sugar or calories. (It is to be launched in France in March 2007). Mexico and New Zealand markets sell Coca Cola Citra. [...]
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