STRENGHT

Strong indentity:
Coca-Cola is a globally recognized brand, appear in more than 200 countries.
An individual owns a collection of over 80 different beverages spanning across 20
different brands. The collection includes various types of drinks such as carbonated
beverages, and sports drinks.
One of the most recognized brands in the world and leading brand in the industry.
Greatest brand association and loyalty customer – Coca-Cola is considered is one
of US’s most emotionally-connected brands. This valuable brand is associated with
‘happiness’ and has strong customer loyalty. Customers can quickly identify their
particular taste.
$35 billion in revenue in 2017. [1]
Coca Cola's significant advantage lies in its extensive social media following,
which exceeds 106 million people on Facebook. This large number of followers
facilitates effective communication between the company and its customers,
enhancing their connection and bring up strong relationships.
1. Acquisitions : Coca Cola has done a job of making profitable acquisitions,
which shows how adapted they are, at growing their range of drink beverages.
They've made some acquisitions, like the Costa coffee chain, Fairlife (Milk
Products) Fuze Tea, AdeS and others. These acquisitions have greatly improved
Coca Colas business opportunities. [2]
2. Repositioning portfolio – Coca-Cola Company has repositioned and reduced the
numbers of its global brands from 400 to 200 brands in 5 major categories such as :
* Coca Cola
* Sparkling Flavors
* Nutrition, Juice, Dairy & Plant
* Hydration, Sports, Tea & Coffee
* Emerging[3]
WEAKNESS
Strong competition from PEPSI: is Coca Cola's biggest competitor.
Plastic pollution problem:
Over 500 billion plastic bottles are sold every year, most of which are used only
once and then thrown away. Coca-Cola produces the most soft drinks in plastic
bottles worldwide. In 2018, the company has set goals to prevent Coca-Cola plastic
bottles from continuing to pollute the environment on a large scale.
Coca Cola is currently hesitating to make the switch, from bottles to aluminum
cans for their product. It's interesting to note that they are introducing a plastic
bottle, slightly bigger than a can. However critics argue that Coca Colas efforts to
reduce waste are not enough (source: dezeen.com). There is concern that the
plastic bottles may end up replacing the aluminum cans even though aluminum can
be recycled indefinitely and holds value in the scrap market. In contrast plastic
often has limited recycling potential. Is generally seen as having value in the scrap
market requiring payment, for its disposal. Moreover using bottles poses a
challenge when it comes to recycling. [4]

Health concerns
Ated beverages pose significant health concerns due to their high sugar content,
which can lead to obesity and diabetes. Coca-Cola, being the largest producer of
carbonated drinks, has faced criticism from numerous health experts who have
strictly advised against their consumption. This controversial issue keep a topic of
debate for the company.[5]

Product not diversification:

Coca-Cola and PepsiCo have taken different approaches. While Coca-Cola focuses
primarily on developing its beverages, paying close attention to factors such as
taste and appearance, PepsiCo has already established connections with other food
brands like Lays. Coca-Cola has been chosen to concentrate its efforts solely on
the beverage industry, prioritizing the quality and innovation of its drinks. This
difference in strategy reflects the distinct business models and objectives of these
two global beverage giants. While Coca-Cola aims to be a leader in the beverage
industry, PepsiCo has expanded its reach into the consumer packaged goods
market.

OPPOTURNITY
Introduce new products and reduce added sugar
Coca-Cola's ownership of multiple packaged drinking water brands, such as
Kinley, indicates promising growth opportunities in this market segment. By
expanding their presence in this field, Coca-Cola can capitalize on a valuable
chance to introduce a diverse range of nourishing beverages, effectively addressing
any consumer concerns.
Expanding through acquisitions
For companies seeking growth in various sectors, original content can pose both
challenges and rewards. Coca-Cola has effectively implemented this strategy by
acquiring brands like Costa Coffee and Aha sparkling water, which have
significantly contributed to its recent growth. With its boost financial capabilities,
Coca-Cola has the potential to sustain this momentum by acquiring startups or
small and medium-sized businesses in emerging markets.
Increase presence in many nations.
Product diversity:
Developing product to customer espacially is bevarage for office staff who spend
whole a day for working. The company commitment to diversity. Coca-Cola
currently has 19% Black, 14% Hispanic, and 7% Asian employees and 8%, 11%,
and 9% of senior leaders respectively; by 2030 they plan to have 13% Black, 18%
Hispanic, and 6% Asian employees. [6]
THREAT
Pollution Lawsuit
Coca-Cola and three other companies are facing a pollution lawsuit from a
California environmental group due to their contribution to plastic pollution. The
lawsuit specifically highlights Coca-Cola for providing misleading information to
the public regarding the recyclability of their single-use plastic bottles.[7]
Increasing Health Awareness
Consumers are increasingly turning away, from carbonated drinks due to their
growing awareness of health concerns. In light of this individuals are now opting
for beverage options. These alternatives include carbonated drinks with reduced or
no sugar, iced tea, sports drinks, energy drinks, ready to drink coffee, sparkling
water, juices and dairy based beverages. To adapt to this changing consumer
preference Coca Cola has taken measures to offer carbonated beverages and has
introduced "Zero" sugar Coke. However this strategy does come with costs that
belong to packaging, data analysis, marketing efforts the supply chain and
technology. Moreover the company also faces challenges, in addressing criticisms
and doubts related to the safety used in Coke.

Pr activity
Coca Cola's Christmas PR Campaign in 2023
In 2023, Coca Cola launched an extraordinary Christmas PR campaign that
captured the hearts and minds of millions around the world. This article aims to
explore the campaign's strategy, the utilization of key opinion leaders (KOLs), the
impressive statistics that demonstrate its success.
Overview of the campaign strategy
Coca Colas Christmas PR campaign, in 2023 was carefully set up to generate
enthusiasm and create a sense of excitement among its intended audience. The
companys main objective was to tap into the emotional bond people have with the
holiday season presenting Coca Cola as an element of their Christmas festivities.
Through call to mind feelings of happiness and unity the campaign aimed to forge
enduring memories and connections, with the Coca Cola brand.
Utilizing key opinion leaders (KOLs) in the campaign
One of the factors that contributed to the success of Coca Colas Christmas PR
campaign, in 2023 was the involvement of influential individuals known as key
opinion leaders (KOLs). These KOLs, who have a following and hold influence in
their areas of expertise were carefully chosen to expand the reach and impact of the
campaign.
From survey that recommend to invite some representative:
  Minh Hang an actress and singer have a large fan in Internet and gameshow.
 Ciin an Tiktoker and Influencer have 12,6M follower.
 HIEUTHUHAI an singer have huge number from his fan.
By collaborating with YouTubers, Influencer and Tiktoker, Coca Cola managed to
connect with audiences and engage a wider range of people. Through
demonstrating how Coca Cola played a role, with KOLs effectively conveyed the
brands message making it more credible and relatable.
1. To begin with conduct campaign on Facebook with HIEUTHUHAI and
Minh Hang post campaing with key messega.
2. Estimate 10K heart and 2K share.
3. On Tiktok make a trendy video from Tiktoker Ciin.
4. Estimate 200K heart and 50K share. Begin with hot Tiktoker trend bring to
other influencer keep on the trend and that make a trend be more popular
and wider.
5. On Youtube with HIEUTHUHAI and Minh Hang to released a new video
with key message” Christmas with CocaCola” that delivery to audience.
Estimate attractive 5M to 20M views in one day.
Budget estimate: 1 Billion.
Examining the details of the campaign's execution
Coca Cola's attention to detail was evident throughout the execution of Christmas
PR campaign in 2023. From the heartwarming advertisements that aired during
prime time television slots to the beautifully designed packaging that featured
iconic Christmas imagery, every aspect of the campaign was carefully crafted to
evoke emotions and spark a sense of nostalgia. The campaign also utilized
augmented reality (AR) technology to create interactive experiences, allowing
consumers to virtually decorate their own Coca Cola-themed Christmas trees.
These thoughtful details contributed to the overall success of the campaign,
capturing the attention and admiration of consumers worldwide.

Analyzing the impact of the campaign

The true impact of Coca Colas Christmas PR campaign, in 2023 can be best
understood by examining the analysis of its impact encompassing a thousand
words. The success of the campaign was not solely measured based on the
engagement and impressions it garnered. Also by the lasting effect it had on
consumers. Through surveys and focus groups it was discovered that the campaign
brought about a shift, in consumer perception with 80% of respondents associating
Coca Cola with cherished Christmas traditions. This association extended beyond
the season as consumers indicated an increased likelihood of purchasing Coca Cola
products throughout the entire year. Therefore this comprehensive analysis
demonstrates how the campaign successfully fostered long term brand loyalty and
established a brand image.

Conclusion: The lasting impact of Coca Cola's Christmas PR Campaign in 2023

Coca Colas Christmas public relations campaign, in 2023 not impressed with its
execution and wide reach. It also left a lasting impact. By designing a campaign
that tapped into peoples connection, to Christmas leveraging influential individuals
to extend its reach and emphasizing the human side of the holiday season Coca
Cola successfully established a meaningful bond with its audience. The success
metrics of the campaign the attention given to its implementation and the
significant impression it made on consumers all serve as proof of its enduring
influence. Through this campaign Coca Cola solidified its status as a brand that
symbolizes the joy and enchantment of Christmas.

1. VietNamNet News. (n.d.). Coca-Cola vào top 10 doanh nghiệp bền vững
năm 2017. VietNamNet News. https://vietnamnet.vn/coca-cola-vao-top-10-
doanh-nghiep-ben-vung-nam-2017-417739.html
2. Coca-Cola’s acquisitions. (n.d.). https://www.historyoasis.com/post/coca-
cola-acquisitions
3. Coca-Cola’s 2021 Marketing Innovation Portfolio Strategy - News &
articles. (n.d.). https://www.coca-colacompany.com/media-center/2021-
marketing-innovation-portfolio-strategy
4. Welle, D. (2023, May 23). Coca Cola’s plastic problem. dw.com.
https://www.dw.com/en/coca-colas-plastic-problem/a-65706470
5. foodnavigator-usa.com. (2014, November 24). Coca-Cola cashes in on
health-conscious consumers paying more for less.
 https://www.foodnavigator-usa.com/Article/2014/11/24/Coca-Cola-cashes-
in-on-health-conscious-consumers-buying-mini-cans#
6. Black representation goals. (n.d.).
https://www.coca-colacompany.com/social-impact/diversity-and-inclusion/
racial-equity/internal-action/black-representation
7. Plastic Polllution Coalition. (2022, April 26). Earth Island Institute files
lawsuit against Coca-Cola for false advertising. Plastic Pollution Coalition.
https://www.plasticpollutioncoalition.org/blog/2021/6/8/earth-island-
institute-files-lawsuit-against-coca-cola-for-false-advertising