Introduction

The Coca-Cola company is the world’s largest beverage company and is the leading producer and
marketer of soft drinks. Today, Coca-Cola is consumed throughout the world at the rate of more than
600 million times per day and this figure is continuing to rise. However Coca-Cola is not the sort of
company to live in its past glories instead it looks to the future as a challenge and constantly seeks new
markets and ways of increasing its market share in areas where it currently has a strong presence. It is
the world’s largest producer and distributer of syrups and concentrates for soft drinks.

As we all know, the Coca is today’s one of the biggest corporations that offers different refreshment in
form of a soft-drink. But aside from their historical success, the Coca Cola Company is still a typical
business that is affected and at the same time affecting the different type of communities.

Coca-Cola has sold more than one billion servings every day. More than 10,450 beverages are consumed
every second. The company achieved earnings of $4,347,000,000 in 2003. It is present on all seven
continents and is recognized by 94% of the world population. How did Coca-Cola grow from its humble
roots as a home-brewed Georgia-based patent medicine to be the international soft drink powerhouse
that it is today? Coca-Cola used numerous technologies to achieve its rise to the top of the soft drink
industry, defining new technologies and establishing paradigms that popped the status quo like a cap
from a soda bottle. Through technology, Coca-Cola perfected Coke as a beverage and spread it
throughout the world. Even today, the US soft drink industry is organized on this principle. "The Coca-
Cola Company" is now the largest soft drink company in the world. Every year 800,000,000 servings of
just "Coca-Cola" are sold in the U.S alone.

Product line and offerings

The Coca-Cola Company has, an occasion, introduce other cola drinks under the Coke brand name. The
most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Coca-Cola Cherry,
Coca-Cola Zero, and special editions with lemon, lime, or coffee. 

The Coca-Cola Company sells the products form of soft drinks include beverage concentrates and syrups,
with major beverage products. Business has more than 300 beverage brands all over the world with a
major to be Coke, Fanta, Lift, Sprite, Fruitopia 100% Fruit Juice, and Powerade. The Coca-Cola Company
Beverages its packages into plastic bottles of sizes 2 liters, 1.25 liters, 600ml and 300ml. these are also
available in aluminium cans of 375ml. Coca-Cola is the most well-known trademark, recognized by 94
percent of the world population. Business was very successful and has an excellent reputation. The price
of Coca-Cola is various according to size, place, and packaging. Maybe if Coca-Cola sells in the school will
have different price if the Coca-Cola sells in the bazaar or market, or if we compare the price of Coca-
Cola in Indonesia will different in America.
Market Needs: How did the needs generate for Coca-Cola
Coca-Cola Life is only the fourth drink to be launched in the 128-year history of Coca-Cola. It is made
with a blend of sugar and Stevie-leaf extract. It contains “35 per cent less sugar and is a 35 per cent kilo-
joule reduced formulation compared to normal coke. Coca-Cola Life has been launched in Australia for
one year. The product, which has also been successfully launched in a number of other countries
including Argentina, Chile, Mexico as well as US.

Consumers’ Expectation and New Choice

One of the main reason for the company to develop Coca-Cola Life is to satisfy consumer’s demand for
greater choice. The majority of consumer in the soft drink market is showing increasing awareness in
healthy lifestyles (Andrews, 2015). Therefore, the Life Coke is the company’s positive step in making
commitment to offer consumer lower kilojoule options

Understanding and Satisfying Consumers’ Needs

According to Maslow’s hierarchy of need, people normally have five levels of needs. They are
physiological needs, safety needs, social needs, esteem needs and self-actualization needs.

For Coca-Cola, understanding and satisfying consumers’ needs are the key factors that lead to success.
Launching a new coke in such a challenging market can not only concerns about consumers’
physiological needs since this is the most basic needs that most of Coca-Cola’s competitors can achieved
it. What Coca-Cola need to do is to recognize consumers’ higher levels of needs. From the successful
launching of Coca-Cola Life in various countries, we can see that this new product certainly brings more
to their consumers.

As for consumers’ safety needs, the Coke Life lower down the percentage of sugar. This greatest change
largely distinguished itself from other competitors which contain higher percentage of sugar. To some
extent, this means that Coke Life is safer and healthier than other beverages. Health and well-being is
one of the safety needs. Therefore, we can say that Coke Life can satisfy consumer’s safety needs.

Delightful Design Convey Brand Identity

Consumers’ sensation and perception are the two extremely important elements that the brand need to
pay attention to. It is very useful for a company to convey information by using senses. Color is one of
the factors that will attract consumers’ notice. For Coke Life, it distinguished by its green label and is
marketed as a “natural” and “green” low-calorie beverage in a fully recyclable bottle that is made with
30 percent plant material. It shed its iconic red color into a green one. The whole design conveys the
information of “this is a healthier beverage” to consumer in order to change the way people perceive
the brand and possibly connect Coke Life with a nature and healthier alternatives.
Current global position
The Coca-Cola Company owns a product portfolio of over 3500 products. From the superstar ‘Coca-
Cola’, Fanta, Vita in Africa, to Thums Up in India, you’d be surprised to know that it’s all owned by The
Coca-Cola Company. 

The Coca-Cola Company has its presence in more than 200 countries. It has been listed as the world’s
most valuable brand with serving a daily average of 1.9 billion people. 94% of the world’s population
recognizes the red and white Coca-Cola logo. And around 3.1% of all beverages consumed around the
world are owned by Coca-Cola. But mainly:

 Coca-Cola has a Market Capitalization of $257.27 Billion.

 The Coca-Cola Company had 53 consecutive years of dividend increases.
 With annual revenue of over 40 billion dollars, The Coca-Cola Company is an economy in itself.

All of this was made possible because of Coke’s impeccable marketing and branding strategy which we’ll
dive into in this article.

Market Trend and Growth

Trend
Coca-Cola's healthy top line this quarter can be traced to a number of factors, but three trends are
particularly worthy of shareholders' attention.

First, the consumer-staples titan continues to enjoy a resurgence in the sales of trademark Coke

beverages, especially low-sugar variants of its most popular sodas. In the vast North American market,
Coca-Cola Zero Sugar expanded volume by double digits over the last three months. Globally, trademark
Coca-Cola beverages saw volume growth in every major geographic region this quarter.

Second, packaging architecture remains a long-term tailwind for the organization. In discussing larger
efforts to reduce the calories customers consume, Coca-Cola observed on Thursday that it's been able to
increase the sale of sparkling drinks even as beverage calorie consumption has declined. The company's
shift toward 7.5-oz. mini-cans and other smaller packaging (which carries higher unit prices) has allowed
consumers to treat soda as an acceptable, indulgent refreshment while delivering higher revenue and
profitability to Coca-Cola.

Finally, the breadth of Coca-Cola's growth this quarter among both developed and developing markets,
from the Asia Pacific region to EMEA (Europe, Middle East, and Africa), indicates that Coca-Cola's "lift
and shift" model of transporting brands across borders is beginning to show tangible results. For
example, the company cited strength in Topo Chico mineral water in the U.S. (which it's recently
expanded from a bottling base in Mexico) and the U.S.-developed Fuze Tea's success in Western Europe
as factors in the quarter's revenue growth. Coca-Cola has compressed its time frame for scaling
successful local brands to global audiences, and shareholders can expect much more of this activity in
the coming quarters.

Growth

The growth statistics of Coca-Cola are as follows,

 Coca-Cola revenue for the quarter ending September 30, 2022 was $11.063B, a 10.17% increase
year-over-year.
 Coca-Cola revenue for the twelve months ending September 30, 2022 was $42.343B, a 12.01%
increase year-over-year.
 Coca-Cola annual revenue for 2021 was $38.655B, a 17.09% increase from 2020.
 Coca-Cola annual revenue for 2020 was $33.014B, a 11.41% decline from 2019.
 Coca-Cola annual revenue for 2019 was $37.266B, a 8.65% increase from 2018.