THE PLACE

The million-dollar brand has been a dominant force in the beverage industry throughout the 20th
century and is still considered one of the most valuable brands in the world. The Company with a
worldwide presence in 200 countries spanning across 6 operating regions Latin America, Europe,
Africa, North America and Eurasia.

The Company operates on a franchised distribution system where the company is involved in
concentrate operations and sells concentrates and syrups to the partners and vending partners. The
bottling partners manufacture the final branded beverages and have exclusive rights over the
bottling operations.

The bottling partners work closely with the company and can sell, merchandise and distribute Coca-
Cola bottles as bulk purchases to almost all retail stores, grocery stores and convenience stores in
every nook and corner of the world.
The distribution strategy in the marketing mix of Coca-Cola
The company has an extensive distribution network of vending partners and retailers who makes
bulk purchases and are entrusted with packaging and distribution. The final consumers buy Coca-
Cola bottles from the following places:
1. Convenience Stores
2. Almost all Retail Outlets

3. Grocery Stores
4. Restaurants
5. Vending Machine

6. Street Vendors
7. Food-Service Distributors

8. Movie Theatres
 9. Amusement parks
In fact, Coca-Cola has developed an extensive distribution network. Its distribution strategy is very
intensive as well. Therefore, customers find its products available almost everywhere across the
globe.
THE PROMOTION
The Cola Company is one of the most valuable brands in the beverage market known for strong
customer loyalty and the highest brand image. The company invests a huge amount every year in
Coca-Cola via aggressive marketing activities to remain in limelight.
Coca-Cola has famous slogans like ‘Open Happiness’ and ‘Catch the Wave’ that are instantly
recognisable, even to people who do not drink soft drinks. Its advertising is all about making the
company seem like a global brand which is not an exaggeration; it is a global brand indeed. The ads
use languages and images from around the world and are in many different languages. It is worth
mentioning that Coca-Cola has even been seen in outer space, having been placed on the
International Space Station.

The Coca-Cola Company uses a variety of promotional strategies to take its messages to the
customers. It uses different types of media for its advertising campaigns. Media e.g. TV, the
Internet, newspapers, and social media have all been used by the company. It also makes use of
different sales promotion techniques. For example, it offers special incentives and bulk-buying
discounts to the distributors and the retailers.
The Coca-Cola Company has a long history of sponsoring major events, organizations and projects.
Coca-Cola sponsors many other sporting events such as baseball matches as well as cultural
gatherings like art shows. It also sponsors many non-sporting events, such as children’s charities
and other organizations.

Conclusion
The Coca-Cola Company has built its reputation on providing excellent products. It has been
around for a long time and has become one of the most recognisable brands in the world. It has used
its excellent products and marketing strategies to create its global name and fame.
We hope the presentation has helped you explore the marketing mix of Coca-Cola. Thank you for
listening!
Q&A
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