Coca-Cola Marketing Strategy - How It is Dominating the Beverage Market

Damini Bhandary Damini Bhandary
Feb 15, 2022 6 min read
Coca-Cola Marketing Strategy - How It is Dominating the Beverage Market

Whether itโ€™s a kid or an adult, everyone loves soft drinks. A source of refreshment and a way of quenching your thirst, soft drinks have made a place in everyoneโ€™s life quite vigorously and for a very long time.

The global market of soft drinks is said to be about $994.7 Billion and by 2027 itโ€™s going to be $1.4 Trillion. Leading the industry from the front is none other than Coca-Cola. It has always been a fan favourite for decades and it continues to be one till now.

When we talk about a popular cold beverage that is a favourite of almost everyone, we cannot miss the world-famous Coca-Cola. Almost everyone has a sip of it in their life. It is one of the most popular soft drinks companies and is loved immensely by people.

So, what makes this brand the favourite of the world? In this article, we will find out about the marketing strategy of the biggest soft drink brand, so without any further ado, letโ€™s get started.

"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself." - Peter Drucker

Coca-Cola โ€“ About
Coca-Cola โ€“ Target Audience
Coca-Cola โ€“ SWOT Analysis:
Coca-Cola - Brand Positioning
Coca-Cola โ€“ Social Media Campaigns
Coca-Cola - Celebrity Endorsement

Coca-Cola โ€“ About

Coca-Cola, the multinational company first started its journey in the late 19th century. Interestingly, at first, it was sold as a patent medicine. Dr John Pemberton was the creator of this now world-famous drink. The first sale of the drink started in 1888 and since then it has never looked back, now the company sells 1.9 billion soft drinks every day.

Coca-Cola Bottle Evolution
Coca-Cola Bottle Evolution

Coca-Cola can be found in more than 200 countries in the world and the largest shareholder of the company is Warren Buffett. The headquarters of the company is situated in Atlanta, Georgia, United States of America.

Coca-Cola โ€“ Target Audience

The best thing about Coca-Cola is that it generates mass appeal which means it is made for everyone; the main audience that it targets is of 10 to 35 years of age. Not only that, it has an option of diet coke for those who are health conscious and above the age of 40.

It comes at different packaging and price and is therefore available for every income level. Although the main audience of Coca-Cola has to be teenagers and young adults as the brand recruit film stars and pop start to promote it and appeal to their audience.

Coca-Cola โ€“ SWOT Analysis:

Strength

It is already a known brand and is existing for 130 years, so naturally, people trust this brand and want to be associated with it. It is found in over 200 countries in the world, one can find it available, anywhere they go.

Celebrities and singers are roped in to promote the brand on the global front, which makes it more attractive especially in front of young customers. Coca-Cola has also tied up with different restaurants that will serve their meals with a bottle of coke.

The loyalty of the customers of Coca-Cola is pretty insane; they prefer this brand of soft drink over others and have been doing it for a long time.

Weakness

One of the prime competitors of Coca-Cola is Pepsi, another globally recognized brand of soft drinks.

Opportunities

Coca-Cola hasnโ€™t indulged in the snack business unlike its competitor Pepsi, so itโ€™s kind of lacking various opportunities because of that.

Threat

People are being more health-conscious, and as Coca-Cola is a carbonated drink that contains sugar it is not good for health. Plus this causes diabetes and other health-related issues which is why doctors suggest people avoid soft drinks.


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Coca-Cola - Brand Positioning

The brand positioning of Coca-Cola has been done in such a brilliant way and because of that, it has been able to enjoy its current success. Undoubtedly, when a brand is positioned in a unique way, it is bound to get recognized by people. It has always been a high-quality drink that is made to be enjoyed by friends and family.

As a proper drink for refreshment, Coca-Cola focused on promoting it consistently and promotes it as an epitome of positivity and happiness that must share with everyone. This way, they are able to position their brand in such a way that it grabs the attention of everyone. It is said to be one of the most valued companies in the entire world and has total assets of $86.38 billion.

Coca-Cola โ€“ Social Media Campaigns

Coca-Colaโ€™s campaign has always been a hit in front of the people; they have organized some of the most popular campaigns over time. Probably one of the most popular campaigns of all time of the brand is the โ€˜Share A Cokeโ€™ campaign.

It was a major hit, in this campaign the coke bottle was labelled with Share a Coke with friends or family. Another version of the campaign was launched where instead of the brandโ€™s logo, peopleโ€™s names were labelled. It was a successful campaign and increased the social media reach of the brand tremendously.

People shared their name-labelled bottles on every social media such as Twitter, Facebook, Instagram, and others. Not only has it increased the sales of the company but also somehow psychologically create a more intimate relationship with the customers and provide happiness to them.

Coca-Cola - Celebrity Endorsement

Different celebrities from different countries are roped in as brand ambassadors of Coca-Cola. In India, lots of popular celebs have been the face of the brand, Bollywood actor Aamir Khan has been in the business of endorsing Coca-Cola for almost a decade.

After him, superstars Deepika Padukone and Farhan Akhtar have been a part of it. Then we had Alia Bhatt and Siddharth Malhotra, singer and actor Diljit Dosanjh, and actor Ranbir Kapoor. In 2021, Coca-cola extended its partnership with BCCI president and former Indian cricketer Sourav Ganguly as its brand ambassador.


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Conclusion

Coca-Cola is a famous brand whose marketing strategy made it the unforgettable soft drink that is ruling the beverages industry for a long time. Even after facing strong competition from its competitors, it has been able to hold its position and crown and stayed undefeatable.

It tries to improve its relationship with its customers by creating amazing campaigns and advertisements. They use social media and other technology to their best limit to reach more and more people and that is their secret of success.

FAQs


What is Coca-Cola's marketing strategy?

Coca focuses on online commercials, print media, sponsorships, influencer marketing, and celebrity endorsements. It also prioritizes its brand and consumers over its product.

How does Coca-Cola measure customer satisfaction?

Coca-Cola conducts various questionnaires and surveys to evaluate customer responses.

Who is Coca-Cola's biggest customer?

McDonald's is one of the largest restaurant customers of Coke.

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