Coca Cola Case Study Summary

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COKE IT IS!

Coca-Cola Company started way back with a unique, market- tested formula at first was to develop a version of the coca wines (basically cola with alcohol and cocaine) became popular at that time but beverage manufacturers forced to produce a non- alcoholic beverage. It is the world 's biggest drinks company nowadays. A carbonated soft drinks as well as a substantial chunk of the somewhat larger, non-carbonated segment. Its principal brand is of course Coca-Cola itself. Coke is it! Being the number one non-alcoholic beverage, as well as the world 's most recognizable brand, best- known and most valuable

1 spot as a non-alcoholic beverage drink until at the present time, but still they are struggling to maintain their spot because increasingly Coca- cola has found that its sheer size works against it. Competition authorities now watch their every move, effectively ruling out the acquisition of anything other than marginal products and market saturation, economic downturns in both emerging mature markets and health concerns.

Review/ Analysis of the Case

Coke has a long history of heavy advertising. This makes them dominate with their strong brands and loyal customers all over the world. This makes it virtually impossible for a new entrant to match this scale of share in this market. Soft drink industry companies spend huge amount of money on advertisement and marketing to differentiate their products from others and also create brand equity, base of loyal customers and increase visibility.

Advertising and marketing campaigns have considerably increased the Coca-Cola Company 's (KO) brand power over the years. In 2013, Coca-Cola spent $3.37 billion, or 7.0% of its 2013 revenues, on advertising including in-store activities, loyalty points programs, and point-of-sale marketing. Recently, Coca-Cola was one of the official sponsors of the 2014 Winter Olympics held in Sochi, Russia. The company 's Olympic game activations, including the longest- ever torch relay, helped generate 11% growth in Russian unit as volume in

• Diversified product portfolio

• Production is made from healthy materials

• Provide many thank you programs or build up the customer service well.

• Buy with suitable price to compete with competitor.

Summary and Conclusions Coca-Cola is one of the leading manufacturers in the beverage industry in the world. It offers a variety of brands. It has adopted the strategy of global brand. They are considering the world market as single market place and use consistency marketing strategy for many years. Coca-Cola always tries to win people 's heart. It targets people of all ages. With such strong products, it is natural that Coca-Cola has a lot of customer loyalty. Coca-Cola is a brand which is present in households, shops, hotels, offices, etc. You name it, and the place would have heard of Coca-Cola!

References

Dawar, Niraj.(2013). Tilt: Shifting Your Strategy from Products to Customers.

Malhotra, Naresh.(2009). Marketing Research. An Applied Orientation: Global Orientation

Wood, Maria Burk.(2013). Essential Guide to Marketing Planning. ISBN: