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Coca-Cola Brand Positioning

Coca-Cola was founded in 1886 and is now the world's leading manufacturer and distributor of non-alcoholic beverages, operating in over 200 countries with over 230 brands. Coca-Cola has become one of the most recognizable brands globally due to billions spent on promotion and developing their trademark. They utilize individual brand management strategies for major products like Sprite and Fanta. Their marketing strategy focuses on listening to customer needs worldwide and producing beverages for every community, establishing Coca-Cola as one of the most successful brands through their marketing mix and customer services.

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Nupur Varma
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594 views2 pages

Coca-Cola Brand Positioning

Coca-Cola was founded in 1886 and is now the world's leading manufacturer and distributor of non-alcoholic beverages, operating in over 200 countries with over 230 brands. Coca-Cola has become one of the most recognizable brands globally due to billions spent on promotion and developing their trademark. They utilize individual brand management strategies for major products like Sprite and Fanta. Their marketing strategy focuses on listening to customer needs worldwide and producing beverages for every community, establishing Coca-Cola as one of the most successful brands through their marketing mix and customer services.

Uploaded by

Nupur Varma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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BRAND POSITIONING OF “COCA-COLA”

 THE COMPANY

The Coca-Cola Company, founded in 1886, is the world leading


manufacturer, marketer and distributor of non-alcoholic beverage
concentrates and syrups. It currently operates in over 200 countries
worldwide and is most famous for the innovative soft drink, ‘Coca-
Cola’, but can now boast in the region of 230 different brands.

 THE POSITIONING AND BRAND MANAGEMENT


STRATEGY OF THE COCA-COLA

The Coca-Cola brand has turned out to be one of the most


recognizable and a popular brand of all times and their beverage
company is among the world’s largest beverage companies. They
have become a successful brand since they have used a number of
different brand management strategies depending on the market
situation and target market. The strategies include hybrid,
manufacturer, individual, private, family and generic brand
management strategies. However, the most utilized brand
management strategy she used is the individual brand management
strategy since all of their major products have individual brand
names, like Sprite and Fanta. Coca-Cola’s world-wide recognition
comes from the fact that they have spent billions of dollars to
promote and develop their trademark and brand name. Due to this
today more than 95% of our global population recognizes Coca-Cola
along with their special writing and their prominent red and white
colour.
 THE MARKETING STRATEGY OF THE COCA-COLA

The marketing techniques used by Coca-Cola allow them to listen to


the needs and demands of the people all over the world who want
beverages that extend over a wide variety of occasions and tastes.
Their marketing strategy has allowed them to produce great
beverages which contribute towards each and every community of
our world. Their marketing techniques display their commitment
towards diversity, health, education and wellness, thus establishing
them as one of the most successful and powerful brands of all time.
Coca-Cola’s marketing techniques consists of an extremely efficient
marketing mix strategy combining product, price, promotion and
place. They also provide the customers several services, like movies
and holidays, allowing the consumers to be completely satisfied.

 HIGHLIGHTS THE UNIQUENESS OF THE CONSUMER

Coke ensures that is creates its visual advertisements keeping in


mind its target audience. The beverage has no age bar and ‘that’, the
beverage company keeps in mind! Coca-Cola creates ads that cater to
a wide segment of the population, ensuring it yields justice to them
one at a time. For example, coke had a ‘not-so-wide’ market in
Australia and thus the company decided to create a video ad that let
the Australians know that they were important to the company,
again keeping up with their motto - SPREADING HAPPINESS AND
SHARING.

 CONCLUSION

Thus, for individuals looking for high-quality beverages, Coca-Cola


offers a wide range of the most refreshing options — each creates a
positive experience for customers when they enjoy a Coca-Cola brand
drink. Unlike other beverage options, Coca-Cola products inspire
happiness and make a positive difference in customers' lives, and the
brand is intensely focused on the needs of consumers and customers.

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