Dual Award Programme

Individual Assignment Cover Sheet

Please complete the form (in capital letters) and attach it securely to the front of your
assignment before submitting your assignment.

Student Name & ID: CHENG EUGENE 0347526

Name of Your Dual Award Programme: BACHELOR OF BIOMEDICAL SCIENCE

Name of module tutor: MAGGIE LEONG

Name of module: PRINCIPLES OF MARKETING

Module code:
M K T 6 0 1 0 4
Assignment title: INDIVIDUAL ASSIGNMENT 1

Due date & time: 12 MAY 2023 5PM

I have read and understood the TU Dual Award Regulations on cheating, plagiarism and collusion. I
declare that this piece of work is my own and does not contain any unacknowledged work from any other
sources.

I authorize the University to test any work submitted by me, using text comparison software, for
instances of plagiarism. I understand this will involve the University or its contractor copying my work and storing
it on a database to be used in future to test work submitted by others.

Note: The attachment of this statement on any electronically submitted assignments will be deemed to have
the same authority as a signed statement.

Signed: Date: 10/5/2023

Eugene

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1.0 Executive Summary
Coca Cola is a multinational beverage company that was founded in 1886 in Atlanta,
Georgia, USA. The company produces and distributes a variety of non-alcoholic
beverages, including Coca Cola Classic, Sprite, Fanta, and Minute Maid, among others.
Coca Cola is known for colossal brand recognition as it targets every customer in the
market. Its most popular product, Coca Cola Classic, has a strong brand image and
extensive distribution channels. The company has also established strong partnerships
with various stakeholders. However, the company faces challenges related to health
concerns, environmental impact, and branding. To address these issues, the company
could consider expanding into the health and wellness market, creating limited edition
packaging and partnerships, and embracing sustainability. These recommendations would
help Coca Cola Classic maintain its position as a market leader while addressing concerns
related to health and environmental impact.

2.0 Introduction

(The Coca-Cola Company, 2023)

The Coca-Cola Company is a multinational beverage corporation headquartered in

Atlanta, Georgia. It was founded in 1886 by pharmacist John Pemberton. The company
quickly grew and became a global brand by the early 1900s (The Coca-Cola Company,
2023). Coca-Cola's flagship product, Coca-Cola Classic, is still the world's most popular
soft drink. In the recent year, the company has also invested in developing low- and no-
sugar options in response to changing consumer preferences (The Coca-Cola Company,
2021). The company's available products and services vary by region but include Sprite,
Fanta, Powerade, Minute Maid, and Honest Tea, among others (The Coca-Cola Company,
2021).

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3.0 Product Identification

(www.coca-cola.com.my, n.d.)

Coca-Cola Classic is a popular carbonated soft drink that has been around for over a
century. The drink has a sweet, refreshing taste and is enjoyed by millions of people
worldwide (Biggs, Dunn and Yao, 2020). It is positioned as a convenience product, a
group of consumer products that are purchased often, rapidly, and with little emotional
attachment (Kelley, 1958) as it falls under a consumer good that is widely available,
affordable, and purchased frequently with little effort or planning. Additionally, it is a
product that is consumed quickly and requires minimal effort to obtain, such as picking it
up at a nearby store or vending machine.

4.0 Strengths of the product

4.1 Strong branding

(Official Coca-Cola® US Website, 2016)

Coca Cola Classic's numerous branding strengths have been key to its success. One of
the key strengths of the Coca Cola brand is its consistency. The company has
maintained a consistent image and message for many decades, which has helped to

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build strong brand recognition and loyalty (Yoo and Donthu, 2001). The company's
iconic red and white logo, along with its memorable advertising campaigns, have
contributed to making Coca Cola Classic a household name and a top-of-mind brand
for many consumers.

(Asia and Hadi, 2022)

Another branding strength of Coca Cola is its ability to create emotional connections
with consumers. The company has used a variety of techniques, such as storytelling,
nostalgia, and celebrity endorsements, to create a sense of nostalgia and positive
associations with its brand (Aaker, 2016). For example, the company's Chinese New
Year advertisement campaign that featured a newly packaged can drink in a short
video helped to create a sense of family unity and positivity around the brand (Asia
and Hadi, 2022).
Coca Cola's strong branding has also helped it to differentiate itself from competitors.
The company's unique image and messaging have helped it to stand out in a crowded
market, and its brand recognition has made it a top choice for consumers (Fournier,
1998).

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4.2 Extensive distribution channels

(The Coca-Cola
Company, 2021)

Coca Cola Classic's extensive distribution channels are a key strength, as it has one of
the world's largest distribution networks, making its Coca Cola Classic available in all
parts of Malaysia. The company's ability to adapt its distribution strategies to fit the
unique characteristics of each market has helped maintain its market dominance by
meeting the specific needs and preferences of consumers in each region (Cook et al.,
2018).
Coca Cola uses various distribution channels such as grocery stores, vending
machines, restaurants, and convenience stores to make their products easily accessible
to consumers. This ensures that the product is always within reach for consumers to
purchase and consume.
Another strength of Coca Cola's distribution channels is its partnerships with bottlers
and distributors. These partnerships have allowed Coca Cola to expand its distribution
network even further and to reach consumers in remote or hard-to-reach areas
(Leonidou et al., 2018).

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4.3 Strong partnerships

(Alonso, 2023)

The company has established strong partnerships with various companies and
organizations to support its distribution, marketing, and sales efforts. Coca Cola has
partnered with bottlers, distributors, retailers, and various other organizations to
expand its reach and enhance its brand image (The Coca-Cola Company, 2023).

(www.coca-cola.com.my, 2022)

One of the major strengths of Coca Cola's partnerships is its ability to leverage the
strengths of its partners. Coca Cola has partnered with some of the world's leading
brands to promote its products, including McDonald's, KFC, and Pizza Huts in
Malaysia in 2022 (Khalid, 2022). These partnerships have helped Coca Cola to
enhance its brand image and reach a wider audience and market dominance.

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 Another strength of Coca Cola's partnerships is its ability to collaborate with diverse
partners. The company has partnered with organizations from a range of industries,
including technology, entertainment, and sports (The Coca-Cola Company, 2023).
These partnerships have allowed Coca Cola to explore new markets and reach new
audiences.

5.0 Weakness of the product

5.1 Health Concerns

(Basu et al., 2013)

One of the biggest weaknesses of Coca Cola Classic is its association with health
concerns, particularly related to the high sugar content and its effects on obesity and
other health issues (Felman, 2019). Researchers also warned that Coca Cola
marketing to children is becoming a serious public health concern (Mahase, 2019). As
consumers are becoming more health-conscious, they are increasingly turning to
healthier alternatives and reducing their consumption of sugary drinks. In response to
this trend, Coca Cola has introduced low or no-sugar versions of its products, such as
Coca Cola Zero and Diet Coke, but these products have not been able to fully offset
the negative impact of health concerns on Coca Cola Classic.

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5.2 Environmental Impact

(Plastic Soup Foundation, 2022)

Coca Cola Classic is also criticized for its environmental impact, particularly related
to the use of plastic bottles. Coca-Cola sells over 100 billion plastic bottles annually,
equivalent to 200,000 bottles per minute (Plastic Soup Foundation, 2022). Many of
these bottles end up in the environment, including areas where waste is not collected
or processed. For four years in a row, Coca-Cola has been named the world's largest
polluter, surpassing PepsiCo and Unilever combined (Laville, 2020). Coca Cola has
acknowledged this issue and has taken steps to reduce its environmental impact, such
as investing in plant-based bottles and improving recycling infrastructure, but these
efforts have not been enough to fully address the issue (Flaharty, 2021).

5.3 Branding Challenge

Coca Cola Classic's branding has faced challenges due to criticism for being
uninnovative and relying too much on existing strategies despite a strong brand
image. This lack of innovation has been particularly problematic for the company
when it comes to attracting younger consumers. Millennials and Gen Z consumers, in
particular, are known for valuing novelty, uniqueness, and authenticity in their
purchasing decisions (Francis and Hoefel, 2018). They are more likely to be interested
in new and innovative products that align with their values and lifestyles. Coca Cola
has attempted to address it in various ways. For example, the company has invested in

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 research and development to create new products, such as Coca Cola Energy, Coca
Cola Life, and Coca Cola Zero Sugar. Critics claim that these products lack enough
distinction from Coca Cola Classic to appeal to younger consumers, causing the
company to struggle in attracting them, as they prioritize new and innovative
offerings (Hong, 2022).

6.0 Recommendations
6.1 Expand into the Health and Wellness Market
One potential recommendation for Coca Cola Classic is to expand its product line to
include healthier options to cater to the growing health and wellness market. The
demand for healthier beverages has been on the rise in recent years, with consumers
becoming more health conscious. Coca Cola could introduce a new variation of low-
sugar or sugar-free options for its classic drinks, or even introduce new products such
as flavored sparkling water or teas. This would allow the brand to tap into a new
market while still maintaining its core identity. This would also open to different
segments of customers who are more emphasizing on health.

6.2 Create limited edition packaging and partnerships

Another recommendation for Coca Cola Classic is to introduce limited edition
packaging. Limited edition packaging can create excitement and drive sales by
appealing to consumers' desire for novelty and exclusivity. Coca Cola can create
limited edition packaging for seasonal events such as Christmas, Halloween, or the
Super Bowl, or for special occasions such as the Olympics. This strategy has been
successful for other beverage companies such as Pepsi, who have introduced limited
edition packaging for their can drink during the 2023 Chinese New Year (Priveta,
2022).

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 (Priveta, 2022)

Coca Cola can also partner with popular artists or designers to create unique and eye-
catching designs for their limited edition packaging. This would not only create buzz
around the product but also make it more collectible and desirable for consumers
(Notermans, 2023). Additionally, limited edition packaging can provide an
opportunity for Coca Cola to raise awareness for important social or environmental
causes by creating special edition designs to support these issues.

6.3 Embrace Sustainability

Coca Cola could further improve its environmental impact by taking a more
proactive approach to sustainability, especially regarding its plastic packaging, which
has been criticized for contributing to pollution and litter. The company can address
this issue by investing in more sustainable or biodegradable packaging options such
as biodegradable plastics, recycled materials, and reusable packaging (Russ, 2022).
At the same time, Coca Cola can also promote recycling by adding “Recycle Me” on
the Coca Cola Classic packaging to educate consumers to help to recycle the cans
after finishing it. A proactive stance on sustainability could attract environmentally
conscious consumers to the brand.

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7.0 Conclusion
In conclusion, Coca Cola Classic is a brand that has experienced both success and
challenges over the years. The company has managed to build a strong brand image
through effective marketing strategies, extensive distribution channels and strong
partnerships. However, the brand has also faced challenges, including health concerns,
environmental impact, and branding challenges. To address these challenges, it is
recommended that Coca Cola Classic expands into the health and wellness market by
introducing new variations of low-sugar or sugar-free options. Additionally, creating
limited edition packaging and partnering with other brands and organizations can help the
company appeal to a wider range of consumers. Embracing sustainability is also crucial
for Coca Cola Classic to reduce its environmental impact and improve its reputation
among consumers who are increasingly concerned about sustainability issues. By
implementing these recommendations, Coca Cola Classic can strengthen its position in
the market and continue to be a leader in the beverage industry.

Text format: Times News Roman font sized 12 and 1.5 line spacing.
Word count: 1642

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Appendices
The Coca Cola Company spends billions of dollars each year on marketing and
advertising initiatives for its brands, including Coca Cola Classic.

Coca Cola Classic has maintained its popularity for over a century by continuously
adapting its marketing strategies to changing consumer preferences and market trends.

The brand's "Share a Coke" campaign, which replaced the Coca Cola logo on bottles
and cans with people's names, was a highly successful marketing campaign that
helped boost sales and engagement with the brand.

Coca Cola Classic has also leveraged digital marketing channels, such as social media
and influencer marketing, to engage with younger consumers and adapt to changing
media consumption habits.

Coca Cola Classic has a strong emotional connection with consumers, with many
people associating positive memories and experiences with the brand.

The brand has a global presence and is marketed differently in different regions of the
world, with marketing campaigns tailored to local cultural and linguistic preferences.
Coca Cola Classic has been successful in creating brand loyalty among its consumers,
with many people preferring the taste of Coca Cola over other soft drink brands.

The company has also engaged in sponsorships and partnerships with various events
and organizations, such as sports teams, concerts, and social causes, to increase brand
awareness and positive brand associations.

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Coca Cola Classic has used various advertising mediums, such as television, print,
and outdoor advertising, to reach its target audience and promote its products.

The company has faced criticism in recent years for its marketing to children and for
contributing to the global obesity epidemic. In response, Coca Cola Classic has made
efforts to reduce the sugar content in its products and promote healthier lifestyle
choices.

The company has invested heavily in research and development to improve the taste
and quality of its products, as well as to develop new products that meet changing
consumer preferences and health concerns.

Coca Cola Classic has leveraged celebrity endorsements and partnerships with
popular cultural figures to increase brand visibility and appeal to younger consumers.

The brand has successfully established itself as a staple in popular culture, with its
products and advertising appearing in movies, television shows, and music videos.

Coca Cola Classic has also embraced experiential marketing, with the company
sponsoring various events and festivals that offer immersive brand experiences for
consumers.
The company has used data-driven marketing techniques, such as targeted advertising
and personalized messaging, to engage with consumers on a more individualized basis
and improve the effectiveness of its marketing campaigns.

Coca Cola Classic has also engaged in cause marketing initiatives, such as its
partnership with the World Wildlife Fund to protect polar bear habitats, to promote its
brand values and increase consumer loyalty.

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