HO CHI MINH UNIVERSITY OF BANKING (HUB), VIET NAM

SAIGON INTERNATIONAL SCHOOL OF BUSINESS

Address: 39 Ham Nghi, District 1, Ho Chi Minh City | Tel: +8428. 38214660 | Website:
saigonisb.hub.edu.vn

 
 
 
 
 
 

CUSTOMER BEHAVIOUR
GROUPWORK

COCA-COLA
Lecturer:

Class:  

Group members:
Đào Việt Phúc - 110320210018
Trần Nguyễn Khánh Linh - 110320210013
Phan Thành Tài- 110321220160
Lê Mẫn Diệp- 110319200073

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TABLE OF CONTENTS

EXECUTIVE SUMMARY                                                                                                   3

INTRODUCTION                                                                                                                 3
BACKGROUND OF COCA-COLA                                                                                                  3
COCA-COLA MISSION                                                                                                                4
COCA-COLA VISION                                                                                                                   4
COCA-COLA VALUES                                                                                                                 4

CUSTOMER PERSONA                                                                                                      4
PERSONALITY                                                                                                                           5
VALUES                                                                                                                                                        
5
LIFESTYLES.                                                                                
6
BELIEFS.                                                                                    
7        

MARKETING MIX (4P) THAT COVER CUSTOMER PERSONA                              8

PRODUCT                                                                                                                                  8         
PROMOTION                                                                                                                              9
PRICE                                                                                                                                      28
PLACE                                                                                                                                     29

REFERENCES                                                                                                                    38
 
 
 
 
 
I. Executive summary
 
The Coca-Cola Company is the world's top soft drink manufacturer, with
operations in over 200 countries and ownership or licensing of over 500
nonalcoholic beverage trademarks. This paper will analyze how Coca cola

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company connects with its customers’ personality, values and lifestyle and
beliefs by using 4Ps (marketing mix).

 
II. Introduction:
 
A. The Coca-Cola’s Background:
 
The Coca-Cola Company is a brand that manufactures and put up for sale a wide
range of sugary beverages. Asa Candler established it in 1892 after purchasing
the intellectual property of Cola formula from its inventor – John Pemberton. The
corporation is headquartered in Atlanta, Georgia, and is one of the biggest
worldwide brands for drinks, which distributes in over 200 countries. 
 
The long and fascinating history of Coca-Cola Company when experiencing 2
World Wars, economic crisis, and changes in customers tastes, trends, etc. as
time passing by. The corporation has unstoppably dedicated to innovation,

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marketing, and product’s quality. Its goods and name have been familiar with
everyone all over the world. 
 
Coca-Cola was first introduced as a pharmaceutical in 1886 and advertised as a
tonic, remedy for headaches, weariness, and even impotence. The original
ingredients of this drink were extracted from the coca leaf and the kola nut, which
produced a trace of cocaine and caffeine. The cocaine was said to be removed
from the recipe in 1903, and Coca is now made by a secret combination of
natural colors, caramel color, high fructose corn syrup or cane sugar, and
carbonated water. 
 
Coca-Cola has become a symbol of American culture and changed the shape of
beverage market. With only two colors (red for background, white for unique
curving writing), this icon of Coca-Cola Company has become one of the world’s
most recognizable identity. Having been available for several years, this brand
has also launched numerous other famous beverages, for instance, Fanta,
Sprite, and Minute Maid juices.
 

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Nowadays, The Coca-Cola Company keeps on developing and extending the
variety and quality to satisfy the different requirements and tastes of people
worldwide. The firm aims to sustainability and social responsibility, it spends a
big amount of money in projects to decrease its detrimental impacts on the
environment, health promotion of consumers and support communities across
the world. Coca-Cola Corporation is a real worldwide symbol and tribute to the
power of invention, marketing, and quality.
 
B.Mission
 
Coca Cola identified their missions are:
·      To refresh the world - in mind, body and spirit.
·      To inspire moments of optimism - through our brands and actions.
·      To create value and make a difference everywhere we engage.
 
C.Vision

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To achieve above missions, Coca Cola Company has developed a set of goals,
which they will work with their bottlers to deliver:
·      Profit: Maximising return to shareholders, while being mindful of our overall
responsibilities
·      People: Being a great place to work, where people are inspired to be the
best they can be
·      Portfolio: Bringing to the world a portfolio of beverage brands that anticipate
and satisfy people's desires and needs
·      Partners: Nurturing a winning network of partners and building mutual
loyalty
·      Planet: Being a responsible global citizen that makes a difference
·      Productivity: Be a highly effective, lean and fast-moving organisation
 
D.Values
 
Coca Cola shared values that they are guided by are:
·      Leadership
·      Passion
·      Integrity
·      Accountability
·      Collaboration
·      Innovation
·      Quality
 
III. Customer Persona: 
 
A. Personality of Coca-Cola Customers 
 
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One of the key personality traits of Coca-Cola customers is extroversion, which is
characterized by sociability, outgoingness, and a preference for stimulation.
Studies have shown that individuals who like sugary drinks like Coca-Cola tend
to be more extroverted than those who prefer bitter drinks. For example, a study
by Dr. Jennifer Harrington at the University of Oregon found that people who
preferred sweet drinks were more likely to be sociable and outgoing than those
who preferred bitter drinks. This leads to the conclusion that Coca-Cola
customers might be attached to the brand’s message of sharing and
togetherness, as it aligns with their extroverted personality traits. 
 
Another mentioned personality trait among Coca-Cola customers is
agreeableness. This trait is characterized by kindness, empathy, and a desire to
get along with others. A survey by YouGov found that Coca-Cola customers
value happiness and positivity more than any other soft drink brand. The survey
asked participants to rate their agreements related to brand values, such as “I
want to surround myself with people who make me happy" and "I believe in the
power of positivity." Coca-Cola customers were significantly likely to agree with
these statements than customers of other soft drink brands, giving a point that
they value enjoyment and positivity in their lives. This comes up with the brand’s
message of being happy and optimistic, which related to the agreeable
personality of its clients. 
 
Furthermore, studies have found that Coca-Cola customers also tend to be open-
minded. Openness is a personality trait that is characterized by a willingness to
try new things, think creatively, and be open to new experiences. In a study
published in the Journal of Consumer Psychology, researchers found that
individuals who preferred sweet drinks like Coca-Cola tended to be more open to
new experiences than those who preferred bitter drinks. This aligns with Coca-

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Cola messaging of creativity and innovation, which may resonate with the open-
minded personality traits of its customers. 
 
 
B. Values of Coca-Cola customers
 
Coca Cola’s customers are often drawn to the brand’s products because they
think that a good way to connect with the others. The brand’s visual ads of
feature images of groups of people enjoying Coca Cola products together,
emphasizing the idea of Coca Cola as social lubricant that brings people
together. Its products are often drunk at social gathering occasion or events,
such as parties, camping’s, barbecues, etc. Revealing the tendency that the
customers might value spending time with their beloved ones and consume Coca
Cola products as a way to enhance those experiences.
 
Coca Cola’s goods are introduced as refreshing and energizing, making them a
popular choice for people who fancy doing physical activities and sports. The
brand has been a long-term sponsor of major sporting events like the Olympics
and the FIFA World Cup. Coca Cola’s consumers may value an active lifestyle
and see the brand’s products are made for staying hydrated and focused during
workout or busy days at work. However, it should be noted that some critics have
raised concerns about the big amount of sugar content in the brand’s products
and their potential negative impacts on health and wellness.
 

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While Coca Cola's customers may enjoy the brand's products as part of a social
or active lifestyle, they also value balance and moderation. Many Coca Cola
clients may not consume the brand’s products everyday but use them as a treat
for special occasions. Coca Cola’s customers may also be aware of the vital role
of a healthy diet and may prioritize nutrition and wellness alongside their
enjoyment of the brand’s products. Some customers may also be interested in
low or zero-calorie options like Diet Coke or Coke Zero.
 
Coca Cola is an iconic brand that has been around for over a century, and many
of its customers may value tradition and the emotional connections. The brands
have been available as a part of cultural and personality with many customers
and their happy memories since childhood. Coca Cola is recognized as a symbol
of American culture and innovation. The brand has also maintained a consistent
visual identity over the years, with its classic red and white logo and iconic glass
bottle. 
 

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C. Lifestyle of Coca-Cola Customers
 
The lifestyle of Coca-Cola customers is diverse and varied, but the brand has
successfully promoted its products to appeal to consumers who are social,
active, value-oriented, and culturally diverse.
 
One aspect of Coca-Cola's customer lifestyle is socializing and having fun. The
brand has a long history of associating its products with social events and
celebrations. Coca-Cola's "Taste the Feeling" campaign, launched in 2016,
featured images of people enjoying Coca-Cola at social events like parties,
concerts, and sports games. According to a survey conducted by Statista in
2020, 43% of consumers in the United States associate Coca-Cola with having
fun with friends.
 
Another lifestyle characteristic of Coca-Cola customers is being active and
adventurous. Coca-Cola has a strong presence in the sports industry and has
sponsored several events and athletes around the world. The brand has been an
official sponsor of the Olympic Games since 1928 and has also sponsored the
FIFA World Cup, UEFA Euro, and various other sporting events. According to a
survey conducted by YouGov in 2021, 30% of consumers in the United States
associate Coca-Cola with sports and physical activity.

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Coca-Cola customers also tend to be value-oriented. The brand has been
successful in appealing to budget-conscious consumers by offering promotions
and discounts. For example, Coca-Cola often runs "buy one, get one free"
promotions or discounts on multi-packs of its products. According to a survey
conducted by Statista in 2020, 42% of consumers in the United States associate
Coca-Cola with being affordable.
 
Another lifestyle characteristic of Coca-Cola customers is being culturally
diverse. Coca-Cola has a strong global presence and has launched advertising
campaigns that reflect the local culture and values in different countries. For
example, in India, Coca-Cola launched a campaign that celebrated the country's
diversity and unity. The campaign featured different religions and ethnicities and
emphasized the idea of togetherness and unity. According to a survey conducted
by Statista in 2020, 27% of consumers in the United States associate Coca-Cola
with being inclusive.
 
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D. Beliefs of Coca-Cola Customers
 
One of the most important beliefs among Coca-Cola customers is their
perception of the beverage as a refreshing and enjoyable drink that can be
consumed on many occasions. This belief is evident from Coca-Cola's marketing
efforts, which often focus on the sensory experience of drinking the beverage.
For example, Coca-Cola's "Taste the Feeling" campaign emphasizes the
emotional experience of drinking Coca-Cola and positions the beverage as a
source of pleasure and satisfaction. A survey conducted by Coca-Cola in 2019
found that 69% of global consumers view Coca-Cola as a refreshing beverage,
and 64% view it as a treat or reward. Additionally, a study by YouGov found that
Coca-Cola is one of the most popular soft drinks in the world, with a positive
perception among consumers for its taste and refreshing qualities.
 
Another important belief among Coca-Cola customers is their connection to the
brand's history and tradition. This belief is evident in Coca-Cola's branding and
advertising, which often feature the brand's vintage logo and imagery. For
example, Coca-Cola's "Share a Coke" campaign features personalized bottles
with names that are commonly associated with past generations, such as
"Grandpa" and "Nana." A survey conducted by Coca-Cola in 2019 found that
54% of global consumers view Coca-Cola as a brand with a rich heritage and
history. Additionally, a study by Mintel found that consumers who are over the
age of 55 are more likely to consume Coca-Cola than younger consumers,
suggesting that the brand's history and nostalgia are more appealing to older
generations.
 
Last but not least, Coca-Cola customers also tend to believe that the brand is
committed to social responsibility and sustainability. This belief is evident in
Coca-Cola's sustainability initiatives, which include goals to reduce the
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company's carbon footprint, conserve water resources, and promote recycling.
Additionally, Coca-Cola has implemented several community outreach programs,
such as its 5by20 program, which aims to empower 5 million women
entrepreneurs by 2020. A survey conducted by YouGov in 2020 found that 52%
of U.S. consumers view Coca-Cola as a socially responsible brand. Additionally,
a study by Nielsen found that consumers are increasingly prioritizing
sustainability in their purchasing decisions, with 73% of global consumers willing
to pay more for sustainable products.
 
 
IV. Marketing Mix that cover customer persona
 
A. Product
 
Personality:
 
The packaging and branding strategy further reinforce the brand's personality.
The red and white color scheme, along with the classic font and distinctive shape
of the bottles and cans, are easy to recognize and feel familiar. The brand also
introduces limited edition packaging designs and promotions from time to time,
which appeals to customers with an adventurous and playful personality. 
 
Values:
 
Coca-Cola offers a variety of goods and packaging options, including variations
for various events and group sizes. For instance, the company sells multi-packs
of bottles and cans, including bigger sizes like the 1.25 liter bottle that are ideal
for sharing with friends and family. This embodies the brand's value of enjoying
quality time with close friends and family. Coca-Cola also provides low-calorie
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and sugar-free solutions for clients that place a high priority on health state
management. Diet Coke and Coca-Cola Zero Sugar, two new low-calorie and
sugar-free beverages from the company, have the same fantastic taste as the
original product but are also lower in calories and sugar. This displays the
brand's commitment to encouraging customers' health and wellness.
 
Lifestyle:
 
Coca-Cola is aware that many customers place a high priority on their health and
fitness, thus the company has adapted its product line to meet this way of life.
Powerade is a sports beverage designed to give athletes and fitness enthusiasts
energy and hydration. It has gained popularity among consumers who engage in
persistent physical activity since it contains electrolytes and carbs that are
essential for this. Coca-Cola has participated in several sports organizations and
events in addition to its product offers to market its drinks and promote active
living. For instance, the company has sponsored important sporting events
including the Olympic Games, FIFA World Cup, and others. These alliances
contribute to the brand's growing reputation as an advocate for active and
healthy lives, and its advertising frequently features athletes including soccer
players, hikers, and runners.
 
Beliefs:
 
Coca-Cola has committed significantly to using sustainable packaging because it
understands the potential harm that its goods may cause to the environment. The
business has put in place a number of programs to cut waste and promote the
use of recycled materials in packaging. The PlantBottle, which uses partially
renewable plant-based materials, is one illustration. Compared to conventional
plastic bottles, this uses fewer petroleum-based plastics and has a smaller
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carbon footprint. Coca-Cola has also produced lighter, more compact bottles and
cans that use less energy and resources to produce and transport. Customers
that respect ethical and responsible business practices and are aware of how
their choices affect the environment will identify with this.
 
B. Promotion
 
Personality:
 
Coca-Cola is the gold standard for advertising and its branding strategy, which is
centered on aggressive marketing via ad campaigns via media channels such as
television, internet advertisements, print media, sponsorships, and so on. For
example, the brand may provide a discount on a six-pack of Coca-Cola cans or
award rewards to customers who purchase a particular number of Coca-Cola
products at supermarkets, convenience shops, or retailers. In addition, Coca-
Cola's personality in terms of promotion is that of a fun and engaging brand. The
company uses various marketing campaigns that are designed to appeal to
people of all ages, from its iconic "Share a Coke" campaign to its ads featuring
celebrities and athletes and many others like “Love Story”, “Taste the Feeling” is
considered an extension of the company’s previous slogan “Open Happiness”,
“London campaign at the 2012 Olympic”, “ThatsGold” to celebrate the Rio
Olympics 2016, “Super Bowl” and “We do”. Generally speaking, Coca-Cola's
personality in promoting is one of accessibility, affordability, and fun, making it a
highly recognizable and beloved brand worldwide.
 
Values:
 
The competition is tight in the soda industry; thus most companies spend a huge
amount of money to fund several advertisements and other promotional
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initiatives. In 2016, Coca-Cola recorded a marketing expenditure of $4 billion
which increased to $4.1 billion in 2018.
 
In addition, in 2016, the firm launched the Taste the Feeling promotional
campaign, a significant shift from its previous marketing strategy. Coca-Cola has
boosted its advertising across a variety of social media platforms, in addition to
television and outdoor campaigns. Because digital marketing is a relatively new
means of product promotion, the company's social media profiles are utilized to
connect with followers and fans as well as to engage customers. Customers may
view over 1,250 promotional videos on the company's official YouTube account.
As competition heats up, Coca-Cola plans to improve its industry image through
social media. 
 
Honestly, Coca-Cola has also been committed to social responsibility, which has
helped to build a positive image of the company. The company has been
involved in various initiatives, such as environmental sustainability and
community development, which have helped to create a positive image of the
company.
 
Lifestyles:
 
Coca-Cola supports a variety of events, including American Idol, BET Network,
NASCAR, NBA, NCAA, Olympic Games, and FIFA World Cup. Besides, the
brand has used a youthful lifestyle in its advertising campaigns to appeal to
young people. The company has used music, fashion, and popular culture in its
advertising campaigns to create an image of fun and excitement. Moreover,
Coca-Cola also participates in reunions of all families and friends, which has
promoted a family-oriented lifestyle in its advertising campaigns by enjoying

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Coke together in their picnics and barbecues, to create an image of togetherness
and happiness.
 
Beliefs:
 
While digital marketing has undoubtedly played a key part in modern marketing,
Coca-Cola has also been consistent with its promotional endeavors in marketing
strategy over the years. They never stray from the core and universal message
they convey to their clients, which is a pleasure. The corporation performs
several campaigns but never forgets to embed the underlying idea throughout
the company's history in each ad. Aside from basic promotional advertisements,
Coca-Cola invests in corporate social responsibility and sustainability to establish
a sustainable production network and supply chain. Coca-Cola has incorporated
its core beliefs into its promotion strategies to create a strong brand image that is
recognized and loved around the world. The company has been successful in
creating an emotional connection with its customers by promoting beliefs that
resonate with them on a personal level.

C. Price

The pricing strategy of Coca-Cola is what they refer to as ”meet-the-competition

pricing”: Coca-Cola product prices are set around the same level as their
competitors, because Coca-Cola has to be perceived as different but still
affordable. Sourced from “Putting-it-together-marketing-mix article”

The price might vary from place to place. You can purchase it for 50 cents a can,
but it can also be purchased for $4.95 or $5.00 a can--and at price points in

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between, from $1.49, to $1.99, $2.50, $3.75, $4.50 and then $4.95. That's up to a
1000%, or 10x, differential. Ten times from 50 cents to $5.00.

Sourced : https://www.intelligencenode.com/blog/want-a-thriving-business-focus-
on-pricing-methods/

Coca-Cola pricing differentiation refers to the company's practice of charging

different prices for its products based on various factors such as product type,
packaging, location, and timing. These pricing strategies help the company
maximize profits while also appealing to different market segments.

One example of Coca-Cola's pricing differentiation is the company's use of value-

based pricing. With this approach, Coca-Cola prices its products based on the

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perceived value they deliver to customers. For example, the company might
charge a higher price for a bottle of Coca-Cola in a convenience store compared
to a vending machine to reflect the convenience of purchasing the product at a
store.

Another pricing tactic used by Coca-Cola is dynamic pricing, in which prices

fluctuate based on demand, time of day, or other factors. For instance, during
sporting events or summer months, Coca-Cola can increase prices due to higher
demand.

Coca-Cola employs various pricing strategies to cater to various market

segments while maximizing revenue. These pricing approaches include value-
based

Personality:
 
Coca-Cola's price strategy does not necessarily focus on a consumer's
personality, as it is a mass consumer product designed to appeal to a wide
audience. However, Coca-Cola uses a variety of pricing strategies to attract
consumers. Firstly, the company utilizes a quality-based pricing strategy, where
the price is set according to perceived quality. Secondly, Coca-Cola also uses a
penetration pricing strategy, where the price is set low to attract more customers
and gain market share. Additionally, Coca-Cola also employs a premium pricing
strategy, where the price is set high to create an image of exclusivity and luxury.

Apart from pricing, Coca-Cola's marketing efforts focus on creating a brand

personality centered around happiness, positivity, and togetherness. Hence, the
company's advertising campaigns and packaging designs create a friendly,

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welcoming and young-at-heart image, designed to appeal to people of all ages.
While Coca-Cola's pricing strategy does not target personality, its brand
personality is designed to appeal to a broad

 
Values:
 
Coca Cola's pricing strategy is divided into four main categories:

Penetration Pricing- In this strategy, Coca Cola sets a low price for its products to
attract more customers, aiming to create a strong market share.

Price-Skimming- In this strategy, Coca Cola sets high prices at first, often for new
products or innovations, to entice consumers who are willing to pay more for
exclusivity. Over time, the price decreases to attract a wider audience.

Value-Based Pricing- The pricing of Coca Cola products is focused on the value
that the product offers to its customers. For example, they sell smaller bottles at
a lower price that appeals to students or compact customers.

Promotional Pricing- Coca Cola offers discounts and deals on its products such
as coupons, BOGO offers, and loyalty programs. These promotions increase the
customer base and boost the sales of the product.
 
Lifestyles:
 

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Coca Cola's pricing strategy on lifestyle includes several key elements. Firstly,
Coca Cola tends to position itself as a premium brand, charging higher prices
than many of its competitors such as Pepsi or RC Cola. This is partly because
Coca Cola invests heavily in marketing and advertising campaigns in order to
build its brand image and persuade consumers of the quality and desirability of
their product.

Secondly, Coca Cola also utilizes a value-based pricing strategy, in which they
take into account factors such as consumer demand, demographics, and
purchasing power when deciding on pricing. For example, in countries with lower
average incomes, Coca Cola may offer smaller-sized bottles or cans at lower
prices to make their product more accessible to a wider range of consumers.

Finally, Coca Cola also uses promotional pricing strategies such as discounts,
coupons, and limited-time sales to drive sales and generate excitement around
their products. For example, Coca Cola may offer buy-one-get-one-free
promotions or discounts on multip

Beliefs:
 
Coca-Cola's pricing strategy on beliefs involves pricing their products in a way
that aligns with their brand values and beliefs. They believe in providing quality,
refreshing beverages to consumers at a fair price while also promoting positive
social and environmental impact.

For example, Coca-Cola has implemented a "price pack architecture" strategy

that offers various sizes and packaging options to cater to different consumer

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needs and budgets. They also offer discounts and promotions to encourage
consumers to make sustainable choices, such as recycling their bottles.

In addition, Coca-Cola has implemented a "One Brand" strategy that emphasizes

their commitment to inclusivity and diversity. This strategy involves pricing Coca-
Cola products in a way that does not discriminate against any particular group of
consumers.

Overall, Coca-Cola's pricing strategy on beliefs involves aligning their pricing with
their brand values and promoting positive social and environmental impact while
providing fair and accessible pricing options to consumers.

C. Place

Coca-Cola seemingly appeared in every corners in our lives, from supermarkets

to convenience stores, from restaurants to fast food chain stores…Coca Cola is
readily available and easily accessible.

The brand has become deeply ingrained in our culture, with its iconic logo and
branding recognized all around the world.

in supermarkets, it comes in various sizes and flavors such as original, cherry,

and vanilla.

Coca-Cola is produced by The Coca-Cola Company and distributed globally,

making it widely available in supermarkets worldwide. Many supermarkets offer
special deals and promotions on Coca-Cola products, making it a popular choice

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among consumers. It is often displayed prominently in the beverage aisle or in
refrigerated sections of supermarkets to attract customers.

Coca-Cola is also available online for delivery through various retailers and can
be ordered directly from The Coca-Cola Company's website. In summary, Coca-
Cola's presence in supermarkets is due to its popularity among consumers and
its global distribution network. It is widely available in various sizes, flavors, and
promotions, making it a top choice for those looking for a refreshing beverage.

Fast food chains serve a lot of customers every day, and Coca-Cola is a great
addition to their menu, as it has a high demand among customers. The presence
of Coca-Cola in fast food chains also helps increase their revenue, as customers
tend to order more beverages.

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Moreover, Coca-Cola has established partnerships with several fast food chains
worldwide, such as McDonald's, KFC, Taco Bell, and Subway. These
partnerships allow fast food chains to offer Coca-Cola products to their
customers at lower prices. Additionally, Coca-Cola provides these chains with
marketing support, such as signage, sponsorships, and promotions, to help
increase sales. The presence of Coca-Cola in fast food chains is beneficial for
both parties. Fast food chains benefit from the popularity and demand of Coca-
Cola, while Coca-Cola benefits from increased sales and brand exposure.

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Personality:

In terms of places for Coca-Cola implemented advertising and promotions, Coca-

Cola targets consumers in a variety of places, such as television commercials,
billboards, social media, sports events, music festivals, and movie placements.

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Their goal is to create an emotional connection with consumers and build a
positive association with their brand.

Furthermore, Coca-Cola promotes their products in countries with different

cultural and religious beliefs by adapting their marketing messages and branding
to align with local customs and traditions. For example, in countries with large
Muslim populations, Coca-Cola uses halal certification to assure consumers that
their products meet Islamic dietary requirements.

They promote their products in a variety of places and adapt their marketing
messages to align with local beliefs and customs.

Values:

Coca-Cola's places strategy aligns with its values of creating local connections
and sustainable business practices. The company focuses on building strong
relationships with communities by investing in local economies and supporting
environmental sustainability. Coca-Cola also emphasizes the importance of
responsible marketing and sales practices, ensuring that their products are sold
and marketed appropriately to all consumers. By prioritizing these values in their
places strategy, Coca-Cola is able to build trust and credibility with their
stakeholders and customers, while also contributing to the greater good of
society.
 
Lifestyles:

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Coca-Cola's places (distribution) strategy can definitely affect its lifestyle
branding. By strategically placing their products in convenient and prominent
locations such as grocery stores, gas stations, vending machines, and popular
restaurants, Coca-Cola creates a sense of ease and convenience for consumers
to access their products. This can reinforce the perception of the brand being a
part of the modern lifestyle, where people are always on the go and want things
quickly and easily.

Additionally, Coca-Cola's distribution strategy also includes sponsorships and

partnerships with major events and organizations such as the Olympics, FIFA
World Cup, and NASCAR to name a few. These sponsorships have helped
Coca-Cola create an association with excitement, fun, and leisure for their
customers, which reinforces the idea that drinking Coca-Cola is a part of a
lifestyle choice.

All in all, Coca-Cola's place strategy is a key component in creating and

maintaining its lifestyle branding by making its products accessible and
associated with modern and exciting experiences.

Beliefs:

Coca Cola's place strategy, which refers to its distribution and sales channels,
can affect its beliefs in several ways.

Firstly, a strong places strategy helps Coca Cola to reach more customers and
increase its market share, which could reinforce its belief in the quality of its
products and the effectiveness of its marketing campaigns.

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Secondly, Coca Cola's choice of distribution channels influences its relationship
with retailers and wholesalers. By partnering with distributors that share its
values, such as sustainability or community involvement, Coca Cola can
strengthen its brand image and support its beliefs through these partnerships.

Lastly, Coca Cola's places strategy can also affect its beliefs regarding social and
environmental responsibility. For example, if Coca Cola decides to invest in more
sustainable packaging or distribution methods, this could reflect its commitment
to reducing its environmental impact and align with its belief in corporate social
responsibility.

Overall, Coca Cola's places strategy is an important component of its marketing

mix, and can impact its beliefs and values in different ways.

REFERENCE

 Jocelyn, V. and Biagi, L. (2020) Coca-Cola Company's Corporate Social

Responsibility Report 2020, Statista. Available at: 
 https://www.statista.com/study/89450/coca-cola-company-s-corporate-social-
responsibility-report-2020/ (Accessed: April 24, 2023). 
 https://www.coursesidekick.com/business/study-guides/wmopen-introbusiness/
putting-it-together-marketing-mix
 https://www.intelligencenode.com/blog/want-a-thriving-business-focus-on-pricing-
methods/

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