Jeniel C.

Wabe

BSTCM-2K2

ADVERTISEMENT ANALYSIS

COCA-COLA

The drink Coca-Cola was originated in 1886 by an Atlanta pharmacist, John S.

Pemberton (1831–88), at his Pemberton Chemical Company. His bookkeeper, Frank
Robinson, chose the name for the drink and penned it in the flowing script that became the
Coca-Cola trademark. Pemberton originally touted his drink as a tonic for most common
ailments, basing it on cocaine from the coca leaf and caffeine-rich extracts of the kola nut;
the cocaine was removed from Coca-Cola’s formula in about 1903. Pemberton sold his syrup
to local soda fountains, and, with advertising, the drink became phenomenally successful.
By 1891 another Atlanta pharmacist, Asa Griggs Candler (1851–1929), had secured complete
ownership of the business (for a total cash outlay of $2,300 and the exchange of some
proprietary rights), and he incorporated the Coca-Cola Company the following year. The
trademark “Coca-Cola” was registered in the U.S. Patent Office in 1893. – (Britannica.com)

The Coca-cola product was one of the largest beverage manufacturers and distributor
around the world with more than 2,800 products that they can produce in every
manufacturer they have in different states and countries. It is a sweetened carbonated
beverage that is a cultural institution that symbolizes the taste of Americans globally.
 The purpose of the drink Coca-Cola is a vision to craft the brands and choice of drinks
that people would love, to refresh them in body and spirit. The vision of Coca-Cola was to
make difference in people’s lives, communities and to other countries in terms of their
drinks. They generate the three connected pillars: Love Brands, Done Sustainably and For
Better Shared Future. Talking about the beverages circling around the world way back at the
old days where all the tastes of the drinks are lousy and not something new that would
catch the tastes of every person. The Coca-cola executive team surely plan out their product
and the possible calculations of the interest of every individual and to be globally
marketable. They made change in every beverage that could compete with their
revolutionary drinking product.

The marketing strategy of Coca-cola is a mix of three important elements –

affordable prices, worldwide accessibility, and great customer connection. The Coca Cola
icon can be recognized easily throughout the world on Coca Cola bottles and throughout its
ads where the target audience of their product is age’s 13-35 groups. They surely study their
target audience by determining the interest of every individual and they study where the
drink usually fits in every place just like in restaurants, beaches, movie theaters, and
amusement parks and similar other small or big customers. The Coca-Cola promotes a
consistent customer-friendly image through its advertising campaigns globally where you
can see their social media advertisements in TV shows, Ads in YouTube, Ads in Facebook and
other social media platforms. They expanded their markets in every social media to attract
their target customer and they even hired a celebrity to promote their product to penetrate
the global market deeper. To get in touch the hearts of their target audience is they created
a punch line ‘Taste the feeling’ Ads which highlight Coca Cola moments in the lives and
lifestyles of every person.

The products are priced competitively because of the heavy competition in the soda
industry having the 11 competitors of the Coca-Cola. Here are the top competitors of the
Coca-Cola namely Pepsi by PepsiCo company, Red Bull by Red Bull GmbH, Fanta by Coca-
Cola Company, Sprite by Coca-Cola Company, Gatorade by Gatorade Company, Inc,
Mountain Dew by PepsiCo company, Lipton by Unilever Company, Nescafe by Nestlé, and
lastly Tropicana by PepsiCo.
 There media strategy outlets of Coca-cola products is you can see their posters and
other print media in malls, dashboards, wall charts and any restaurants. They also use many
social media platforms to reach every individual and usually they ask feedbacks to improve
the quality of the drink. Coca-Cola doubled their spending to increase their markets in every
states and countries where you can hear and see their advertisements in TV’s, Radios,
Magazine and they even sponsored any events to showcase their products that would
increase the number of customers. The market strategy of Coca-Cola was extremely
successful not to their creative plans but also to the good quality of their products without a
doubt every person would love it in any variant they like such as diet drinks, fruit sodas and
the original drink Coca-Cola.

REFERENCE:

 The Editors of Encyclopedia Britannica. Jul 20, 1998. American Company. “The Coca-
Cola Company”. https://www.britannica.com/topic/The-Coca-Cola-Company.
 QUINCEY, JAMES R. DECEMBER 4, 2019. “THE PURPOSE OF OUR COMPANY”.
https://www.coca-colacompany.com/content/dam/journey/us/en/our-company/purpose-
and-vision/james-quincey-letter-to-employees-coca-cola-company-purpose-dec-2019.pdf.
 Abhijeet Pratap. April 22, 2017. “Marketing Strategy of Coca-Cola”.
https://notesmatic.com/marketing-strategy-of-coca-cola/.
 Hitesh Bhasin. February 3, 2020. “11 Top Coca cola competitors – Competitor
analysis of Coca cola”. https://www.marketing91.com/coca-cola-competitors/.