Coca Cola Marketing Essay Example | Topics and Well Written Essays - 750 words

Coca Cola Marketing - Essay Example plot of land Coca-Cola remains mindful of all its responsibilities, its constant endeavor is to maximize long-term returns to the shareowners. As an organization, Coca-Cola takes due care about peoples health and well-being. The connection aspires to make a positive difference in peoples lives. It also seeks to help them lead active and healthy lifestyles. The company not only supports programs that encourage active living entirely also plays a leading role in identifying and implementing solutions to combat the issues of obesity. Product Portfolio The company has in its product repertoire more than 3,500 beverages ranging from diet and regular glisten beverages. Over the years, the company has added still beverages like 100 percent fruit juices and fruit drinks, water, sports and energy drinks in its product portfolio. Teas, coffees, and milk-and soy-based beverages are slowly but for sure increasing as a proportion of the total product portfo lio of the company. Amongst all its brands, companys namesake brand Coca-Cola, popularly known as Coke, remains the companys to the highest degree popular and biggest-selling soft drink in history. Along with the Coca-Cola, which is the worlds most valuable brand, the company owns and markets four of the worlds top five nonalcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite. The Companys product portfolio also features 15 billion dollar brands including Powerade, Minute Maid, Simply and Georgia. One of the most recent successful launches for the company has that been of Coca-Cola Zero. The company, in 2009, sold more than 600 million cases of Coca-Cola Zero globally. The companys beverages are reportedly consumed at a rate of 1.7 billion servings a day. Mission of Coca-Cola Armed with numerous quality beverage brands that anticipate and satisfy peoples desires and needs, the Coca Cola Companys stated mission is to refresh the world, reinvigorate moments of o ptimism and happiness, to create value and make a difference. Positioning of Coca-Cola Coca-Cola has been positioned as a brand that inspires creativity, passion, optimism and fun. Customer Snapshot The vast array of beverages from the stable of Coca-Cola satiates the diverse and changing needs of millions of consumers around the world. The company has its distribution channels in over 200 countries of the world and its products cater to consumers of different demographic profiles and to consumers belonging to different socio-economic classes. historically the companys brands catered to the youth only. However with the addition of numerous products, sportspersons, health conscious, adults form consumers of the company. Competitive Analysis and Market Share The decades old competition in the midst of Coca-Cola and Pepsi has been referred to as the Cola Wars. These two beverage behemoths have been arc rivals and have indulged in what may be termed as a brand vs. brand difference i n all the markets in which they operate. Globally, Coca-Cola has a slight edge over Pepsi, even though the market share situations may vary in different geographies. In the U.S market Coca-Cola has a market share of close to 43 percent vis-a-vis 30 percent market share of Pepsi. Numerous another(prenominal) players share the rest of the 27 percent market share. Marketing Budget The Coca-Cola Company does not divulge the amount it spends on advertising by country, brand, or media