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Analysis of Coca-Cola’s Marketing Principles

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Analysis of Coca-Cola’s Marketing Principles


Institutional Affiliation


CQI (2011), acknowledges Coca-Cola Company as one of the multinational organizations that use diverse quality methodologies to achieve performance excellence. For instance, as a sustainable organization, Coca-Cola is a determined Company that strives to establish a long-term sustainable future. The global soft drink selling company aligns its performance excellence for the practical achievement of its set objectives (Bodden, 2009).  Coca-Cola Company acknowledges performance excellence as well as organization sustainability as a vital tool that is never won as a certificate or a prize on the wall. It is a direction of travel and a journey involving a lot of endurance and challenges.

Isdell and Beasley (2012) ascertain that Coca-Cola achieves its set objectives by creating a positive impact on the environment and the general society in which it operates. This paper considers Coca-Cola Company as a multinational corporation in the service industry and describes different principles of marketing that impact the success of the entire company. The paper describes the main line of business of the company, gives four countries where the firm functions. Finally, the article attains a succinct conclusion after providing a detailed explanation of how the company implements the 4 Ps marketing mix concept.

A Brief History of Coca-Cola and the Company Main Business Line

Isdell and Beasley (2012), asserts that Coca-Cola began in 1886 at a Soda Fountain in Downtown Atlanta, Georgia before evolving into a catalyst for inspired innovation and social interaction. Coca-Cola went through several chronological evolutions characterized by several amendments to create a worldwide brand providing not only billions of moments for daily and lifetime enjoyment but also refreshment. Presently, Coca-Cola Company is globally recognized as the largest soft drink and Beverage Company. The multinational firm is the deals in consumer foods particularly beverages as the main business line. The company serves billions of clients with over 500 iridescent brands (Isdell and Beasley, 2012). The popular brands include Coca-Cola Zero Minute Maid, Fanta, PowerAde, Sprite, vitamin water, and Diet Coke.

Bodden (2009) adds that Coca-Cola is the worldwide leading producer of juice drinks, the ready-to-drink coffees, and beverages. The Company operates on an enduring commitment to developing sustainable communities with a focus on efforts that minimize environmental impact. Therefore, Coca-Cola aims to support healthy living, developing a safe and inclusive working condition while improving community economic development. Performance excellence and alignment of all business activities to the achievement of the set organizational goals is the Coca-Cola’s driving motive Nonetheless, the company has over 700, 000 system associates and falls among the world’s top ten private job providers. In terms of creating a sustainable and customer friendly culture, Coca-Cola is one of the leading firms that ensures active involvement of consumers (Isdell & Beasley, 2012). . The company supports a plethora of activities aiming at creating the best and favorable environment for its clients.

Countries where Coca-Cola Operate

Czinkota and Ronkainen (2013) reveal that Coca-Cola Company operates globally and has a worldwide coverage in over 200 countries. The company manages more than 500 brands as well as 3500 beverage products. Out of the 257 countries in the world, Coca-Cola Company sells its products in 252 countries excluding Cuba, North Korea, Iran, Burma, and Sudan. The remaining countries which over the largest market for the company’s beverages and its products include United States of America, United Kingdom, Brazil and Nigeria.

How Coca-Cola Implements the 4 Ps Marketing Mix Concept

Despite the assertion that Coca-Cola Multinational Company has one of the best marketing mix strategy, the company’s marketing concept is conceptualized in the following imperative areas.


Although Coca-Cola Company is the leading beverage selling company in the soft-drink industry Czinkota and Ronkainen (2013) ascertain that the company faces stiff competition from other key market players such as Pepsi and Red Bull. Pepsi is the leading competitor against Coca-Cola. Pepsi management is out to ensure that they outsmart Coca-Cola in all areas of engagement. Despite development of attractive and popular beverages and products, Pepsi has decided to venture in more productive areas such as supporting games and community activities to advance its popularity.

Nevertheless, Coca-Cola being the leader in the market, developed a plethora of strategies to counter the effects of stiff competition originating from Pepsi Co. and Red Bull. The company has fantastic marketing strategies. Unlike Pepsi Co., Coca cola aims and tries to win peoples heart. Coca-Cola Company targets people of all ages as opposed to Pepsi Co. whose target is progressively changing, and aims at youngsters. Coca-Cola uses celebrities who are well liked to market its products. Some of the celebrities include Sachin Tendulkar, Amitabh Bacchan, Aishwarya Rai and Aamir Khan.

Target market

According to Bodden (2009), Coca-Cola Company targets to sell its products and services all over the world. The multinational cooperation utilizes heroes as well as community celebrities to market its products all over the world. Additionally, Coca-Cola operates in all countries in the entire world except the five countries mentioned above. The company products are found well-distributed in all regions including the grassroots levels. These products are easily spotted on shelves in large business firms such as malls, hyper-malls and supermarkets. In deed the company targets people of all ages despite their gender or demographic characteristics.

Product strategy

Bodden (2009) adds that Coca-Cola develops quality products to continuously attract a plethora of customers who gain loyalty with the company due to the good taste of Coca cola. This unique taste makes it difficult to find substitutes. The company develops and manufactures several products and beverages of different brands to ensure that all customer’s needs are well catered for. Generally, Coca-Cola sources ingredients; it manufactures them and sells beverage bases, concentrates and syrups to the bottling operators who own the product and remain liable to consumer brand marketing initiatives.



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