Marketing strategy of Coca cola

We have to consider many elements when designing the marketing strategy—these strategies

related to each other in such a way that they meet the company's goals. Coca-Cola is one of the

typical examples that built its marketing strategy so that it is recognised and liked all over the

world. Its marketing strategy is that they do proper analysis and research about the factors and

then apply it.We define market segmentation so that consumers who share the same set of needs

and demands and as a leading industry, you should need to know the requirements and your

target market and how you fulfill and satisfy their needs and wants. Coca-Cola target every

customer in the market, but its main focus is age, family size, income. The perfect segmentation

is the reason behind the success of Coca-Cola. One of the most important factors that Coca-Cola

targets are age, divided into two segments. Firstly they target young people age between10-35.

That's why it mostly uses pop stars in their advertisement. They arrange different campaigns in

universities, colleges, schools, etc. in acquiring contracts.They also target elder people 40 plus

who are diet conscious and diabetic, introduced diet coke. Income is another factor that is

segmented, and it is related to family size too. Coca-Cola introduced different packaging and

sizes at different price levels so that everyone easily affords it. Especially students, middle class,

low class so that everyone enjoys the taste of coke.As we know, the Coca-Cola Company sells its

products globally and in more than 200 countries. They apply marketing strategies according to

income, culture, customs, and climate.For example, in America and China in America, the

product demand reached a high level, and it is liked by aged people too, and in China, the

potential of growth is high, but it differs from habitat and needs. In Asian regions, people mostly

prefer tea instead of beverages. There is variation in marketing strategies, advertisement

campaigns, drink look and taste, because of people's diverse taste.  Taste varies according to the
region like Asian people like sweeter taste than other countries, but the essential ingredients and

process are the same worldwide.Coca- Cola also targets according to gender, male, and female

differently. However, there is a difference in taste and preference.For example, Coca-Cola light

is popular among females, especially among young girls, coke zero, and thumbs up are popular

among males due to its strong taste.They use different targeting strategies like in designing the

coke zero packagings. They use red and black looks, which gives more masculine looks as

compared to coke light. And there is also a difference in commercials and advertising campaigns.

These marketing strategies are applied the attract people and increase the sales of the product,

which provides with high profit to the company.PEST analysis is abbreviated as political,

economic, social, and technology; it analyzes the c environment in which the company operates

its system.. Coca-cola has a wide range of products, and they are soft drinks these products are

offered globally, and its product strategy can be studied by marketing mix. The following are

products like Coca-Cola, Diet Coke, Light, Minute Maid, Coca-Cola Life, PowerAde Zero,

Coca-Cola Zero, and Sprite Fanta, etc. These products are sold in various packing and sizes.

They have a significant share in the market and generate enormous profits for the company.

Coca-Cola's price remains fixed for about 73 years. It cost only five cents over time. Competition

increases in the market with competitors like Pepsi is the biggest competitor of Coca-Cola.

Because of this, the company has to make its pricing strategy flexible. If the company follows

this strategy, then consumers of their product start doubting its quality, so this significantly drops

the price or its value if the company increases its price unreasonably, and people switch to the

alternative. Coca-cola is the global industry, and they have a vast network of distribution, their

products are sold in more than two-hundred countries. They have six operating regions: Latin

America, Africa, Europe, Pacific, Eurasia & North America. The company depends on its
bottling partners and for packing and distribution. The bottling partners are responsible for

manufacture, packaging, and shipping to the agents then transported by road to stockiest then to

distributors to retailers and then to the final customer. This is the channel through which it is

distributed daily. The coca-cola products are available in almost all retail outlets, supermarkets,

grocery stores, etc. its products are also distributed in different restaurants and hotels globally.

Coca-Cola has an extensive network of a reverse supply chain that collect the leftover glass

bottle and reuse it, thus saving the cost and resources. Due to intense competition in the market,

Coca-Cola focuses on different promotional and marketing strategies. They mostly focus on

aggressive marketing. According to statistics, Coca-Cola spent 4$ million in 2016, and in 2018 it

spends 4.1$ million in promotion of its brand. It utilizes both traditional and international

mediums for the advertising of its brand. When the company was losing market in 1913, it

arranged a global contest for designing the bottle. The company's primary purpose is to indicate

to its customers that Coca-Cola is the most exceptional product and to be confused by any other

brown beverages. The winner of the contest uses the cocoa pod's design in such a beautiful way

that the company starts promoting shape and logo. Then plastic replaces by the glass as strand

means of drinking globally. Coca-Cola knows how to win the hearts of people to apply different

strategies. Its competitor's target is continuously changing, Pepsi mostly targets youngsters, and

Coca-Cola is not restricted, and it targets people of all ages. They also target people by using

celebrities in their commercials and advertisement campaign. We conclude that the Coca-Cola

marketing strategy depends on its happiness machine videos, campaigns, make human

connections. They follow new marketing strategies with time, and at the same time, and they

follow their old simple principles which they set in the starting. Another reason behind the
success is that they do proper research and analyses about the new technology and then apply

that. And they keep themselves aware of every innovation.