Princess Caroline G.

Antonio
BA HR 2-2
Marketing Management

BACKGROUND
Coca-Cola is a carbonated soft drink that was first created in 1886 by a pharmacist named John
Pemberton in Atlanta, Georgia, United States. It was marketed as a medicine and contained extracts of
coca leaves and kola nuts. The Coca-Cola Company was incorporated in 1892, and the drink quickly
became popular in the United States and internationally. Over the years, Coca-Cola has undergone
numerous changes and innovations, introducing new flavors and products such as Diet Coke, Cherry
Coke, and Vanilla Coke. Today, Coca-Cola is one of the world’s most recognized brands, sold in over 200
countries worldwide, and produces over 500 brands of beverages. Despite facing criticism for its high
sugar content and health effects, Coca-Cola remains a popular and influential brand in the beverage
industry.

WHY COCA-COLA IS SUCH A RELEVANT BRAND?

One reason why Coca-Cola is a relevant brand is that they have maintained their main values and focus
throughout the years, despite changes in the market. Their focus is on making people happy, as seen in
their various taglines over the years. Additionally, Coca-Cola understands that a customer’s decision to
choose a brand is based on their emotional connection with the company rather than just what the
company can offer. Coca-Cola has successfully made an emotional connection with their audience,
building long-lasting loyalty. They sell not just the product but also an experience, encouraging people to
share it with loved ones and become part of a community. Finally, Coca-Cola is focused on consistency,
ensuring that their product and brand experience remain the same over time

SISTER BRANDS AND COMPANIES UNDER COCA-COLA

1. Sprite 8. Simply Orange 15. Zico Coconut Water
2. Fanta 9. Costa Coffee 16. Georgia Coffee
3. Dasani 10. Smartwater 17. Gold Peak Tea
4. Minute Maid 11. Fuze Tea 18. Ayataka Green Tea
5. Vitaminwater 12. Glaceau 19. Chaywa
6. Powerade 13. Schweppes 20. Innocent Smoothies
7. Honest Tea 14. Topo Chico

THE INNOVATION STRATEGIES THAT THE BRAND ADOPTS

Coca-Cola has implemented various innovative approaches to improve its products and commercial
strategies. For example, the company aims to address health concerns and obesity by reducing added

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sugar, promoting low and no sugar options, offering smaller portion sizes, and providing easy-to-
understand nutrition labeling. In addition, the brand has reformulated almost 1000 products to decrease
sugar content, developed new drinks with less sweet options, and created smaller packages for
consumers to control their sugar intake.
In response to the COVID-19 pandemic, Coca-Cola has helped retail and foodservice customers adapt by
collaborating with them to adjust supply chains and prioritize the delivery and promotion of core
brands. They have also continued to invest in packaging that meets customer needs and strengthened
their digital platform.
Furthermore, Coca-Cola has introduced innovative apps, such as a touchless app that provides a hygienic
and safer environment during the pandemic. They have also collaborated with Dasani Purefill to track
the hydration status of consumers, and launched the Coke Notify Service Request app to help retailers
submit equipment service repair requests.

THREE SIGNIFICANT APPS LAUNCHED BY COCA-COLA

Coca-Cola has launched several apps over the years, but three of the most significant are:
1. Coca-Cola Freestyle: Launched in 2009, Coca-Cola Freestyle is a self-serve beverage dispenser that
allows customers to mix and match over 100 different Coca-Cola drinks. The accompanying mobile
app allows users to save their favorite drink combinations and find nearby Freestyle locations.
2. Coke Studio: Launched in Pakistan in 2008 and later expanded to other countries, Coke Studio is a
music platform that brings together artists from different genres and cultures to collaborate and
create new music. The accompanying mobile app allows users to stream music, watch videos, and
learn about the artists.
3. Coke ON: Launched in Japan in 2016, Coke ON is a loyalty program app that rewards customers for
purchasing Coca-Cola products. The app allows users to collect points and redeem them for various
rewards, such as coupons, discounts, and exclusive experiences. The app also features games,
quizzes, and augmented reality experiences to engage users.

CHALLENGES FACED BY COCA-COLA

Coca-Cola, like any large corporation, faces numerous challenges. Some of the key challenges include:
1. Health concerns: With increasing awareness about the negative health effects of sugary drinks,
Coca-Cola faces challenges in maintaining its market share. Consumers are increasingly looking for
healthier alternatives, and this has led to declining sales of sugary drinks.
2. Sustainability: Coca-Cola is one of the largest producers of plastic waste in the world, and this has
become a major environmental concern. The company has been criticized for its high use of single-
use plastic bottles, which are not biodegradable and contribute to pollution.
3. Competition: Coca-Cola faces intense competition from other beverage companies, such as PepsiCo,
Nestle, and Keurig Dr. Pepper. These companies are constantly innovating and introducing new
products to the market, making it difficult for Coca-Cola to maintain its market share.
4. Changing consumer preferences: As consumer preferences change, Coca-Cola must adapt and
introduce new products to remain relevant. This requires significant investment in research and
development, marketing, and distribution.

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5. Regulatory challenges: Coca-Cola operates in many countries around the world, and must comply
with a variety of different regulations. These regulations can vary greatly from country to country,
and complying with them can be complex and costly.

APP ANNIE INTELLIGENCE AND ITS BENEFITS

App Annie Intelligence is a mobile app analytics platform that provides insights and data about the
mobile app industry. It allows users to monitor and analyze app performance, user engagement, and
market trends across various app stores and devices.

The benefits of using App Annie Intelligence include:

1. Market insights: App Annie Intelligence provides insights into the mobile app market, including
information about trends, consumer behavior, and competition. This information can be used by
businesses to make informed decisions about app development, marketing, and distribution.
2. App performance tracking: The platform allows users to track the performance of their own apps,
as well as those of competitors, in terms of downloads, revenue, ratings, and user engagement.
3. User behavior analysis: App Annie Intelligence provides data about user behavior, such as the
demographics of app users, their usage patterns, and their preferences. This information can help
businesses optimize their app design and marketing strategies to better engage their target
audience.
4. Customizable reports: The platform allows users to create customized reports that can be tailored
to specific business needs. This can include data about specific app categories, countries, and app
stores.
5. Global coverage: App Annie Intelligence covers app stores in more than 200 countries, providing
global coverage for businesses that operate in multiple regions.

HOW APP ANNIE CONTRIBUTES TO BETTER CUSTOMER ENGAGEMENT

App Annie is a valuable tool that helps Coca-Cola understand the digital landscape, which in turn helps
the company engage with its customers more effectively. With the widespread use of smartphones, it
has become important for companies to add new features that drive engagement in their user bases,
such as offering a seamless mobile ordering experience in food service.
App Annie allows Coca-Cola to use data from various sources to improve customer experiences and
drive bottom-line growth throughout the company’s distribution network. By understanding App Annie’s
insights, Coca-Cola can identify new ways to engage with customers and improve food service through
the use of digital tools.