GLOBAL MARKETING

PRESENTED TO : G. DR. NABIL JAWAD

PRESENTED BY : ANTONIO SAFI
THE IMPORTANCE OF GOING
GLOBAL FOR COCA-COLA
• Coca-Cola has become a part of people’s daily meal, a
price at which anyone can buy and it is available to
people in any part of the world.

• Since its launch in 1885 in Atlanta, Georgia in USA, it

has become America’s most popular drink sold all
over the world.
• Coca-Cola has been successful in the global market
because it follows the local strategies and is able to
deliver as per the needs of the local people.

• For example:
Coca-Cola’s flavor is different in Lebanon as the one
in the U.S.A
• With Globalization Coca-Cola also learned the
importance of labeling on cans.
• For example:
When Coca-Cola was introduced in China, and it was
not possible to translate Coca-Cola to Mandarin, Coca-
Cola selected the characters that meant “may the mouth
rejoice” and added that to the title of Coca-Cola to be
able to connect with the Chinese people.
COCA COLA’S PROFIT OUTSIDE
NORTH AMERICA
• With a brand value of almost 70 billion U.S. dollars,
Coca-Cola was by far the most valuable soft drink in the
world in 2019, beating out competitors, such as Red
Bull and Pepsi.

• Globally, Coca-Cola was the fifth most valuable brand,

after brands such as Google and Amazon. Apple stood in
first place with a value of over 230 billion U.S. dollars.
• Coca Cola makes 2/3 of their profits outside North
America so going global for them is a very critical and
successful decision.
WHAT CAN WE LEARN OF COCA
COLA’S GLOBAL MARKETING?
• Personalization
• Simplicity
• Socialization
• Experience
 PERSONALIZATION

• Coca-Cola understands that it has to find a way to speak

to consumers at a more personal, localized level. 

• Each country’s offerings are customized to its local

culture and language, with the most popular names of
each region printed on cans and bottles in place of the
company’s moniker
 SIMPLICITY

• Coca-Cola has never strayed from its timeless and

basic ideals. Throughout the decades and multitudes of
marketing campaigns, Coca-Cola has remained
consistent when communicating one strong and
effective message: pleasure.
 SOCIALIZATION

• Social media is one of the fastest-growing tools for

effective international marketing, giving companies
the ability to reach consumers on a worldwide level
through a single platform.
 EXPERIENCE

• A significant part of Coca-Cola’s success is its

emphasis on brand over product. Coke doesn’t sell a
drink in a bottle, it sells “happiness” in a bottle.

• Coke aims to sell consumers the experience and

lifestyle associated with its brand.