blog




  • Essay / The Coca Cola Company - 2483

    Coca-ColaINTRODUCTIONCoca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand represents family and memories of good times, celebrations and the comfort of being with those you love. Unfortunately, the company hasn't made good marketing decisions lately and has lost relevance. The purpose of this essay is to evaluate the conditions that created Coca-Cola's marketing problems, evaluate the future of healthy beverages and non-carbohydrate beverage brand extensions, and provide recommendations to management . BACKGROUND OF COCA-COLA The Coca-Cola Company began its legacy in 1886. Dr. John Pemberton, an Atlanta pharmacist, created the patented Coca-Cola syrup for sale in fountain drinks. In 1899, the bottling business began when two Chattanooga businessmen obtained the rights to bottle Coca-Cola and sell it. Today, Coca-Cola Company is one of the largest beverage manufacturers in the world and sells its products in more than 200 countries. The four most popular Coca-Cola brand extensions are Coke, Diet Coke, Sprite and Fanta and are nicknamed the Fab Four. Coca-Cola owns or licenses more than 500 brands of soft drinks, primarily soft drinks, but also a variety of still drinks such as waters, fortified waters, juices and juice drinks, teas and ready-to-drink coffees, as well as energy and sports drinks. Daily servings are estimated at 1.9 billion worldwide, with the United States consuming at least 22% of that 1.9 billion (Coca-Cola.com, 2014). MARKETING PROBLEMS AND OPPORTUNITIES Marketing problems and opportunities are vast. According to Cravens (2009), in the 1990s, "Coca-Cola Co. was one of the most respected companies in America, a master in...... middle of paper...... March 6 2013) Coca-Colacompany.com: The Next Big Thing: How the Emerging Brands and Coca-Cola team stays ahead of tomorrow's thirsts. Accessed: http://www.coca-colacompany.com/stories/the-next-big-thing-how-cokes -the-adventure-unity-emerging-brands-keep-a-length-ahead- sur-la-soif-demainPrinet, E. (2010). Buyology: Truth and Lies About Why We Buy by Martin Lindstrom. Journal Of Industrial Ecology, 14(1), 167-169. doi:10.1111/j.1530-9290.2009.00198.xRay, Doug (August 20, 2013) Forbes: Carat Global's Approach to a Changing Marketing World Retrieved: https://www.youtube.com/watch?v =8cR7XjJX664Schultz, E.J. (2013). HOW PEPSICO AND COCA-COLA CREATE THE COLA OF THE FUTURE. Advertising Age, 84(42), 12. Trout Jack and Rise Al, Positioning: the Battle for Your Mind-20th Anniversary Edition, McGraw-Hill Companies Inc., New York, 2001.p. 10).