Coca Cola Marketing Strategy Essay

Topic Overview Coca-Cola is facing the challenge to change its brand to not only gain more sales, the company is also for the first time in its history trying to retain the current consumers. A nutritional campaign forth ran by America’s first lady Michelle Obama has caused the company to re-evaluate its brand and possibly force re-launching of what the company’s mission and vision actually stands for.
Situation Analysis Coca-Cola is facing a cultural shift. In a world when healthy living is the new lifestyle and the new way to go Coke products are not leaving shelves as fast. Today, Coca-Cola is the largest beverage company and more than seventy-six percent of the company’s profits come from beverages. The company is faced with evaluating …show more content…
In order for Coca-Cola to get back on top it is imperative that there is a restructuring in the company marketing mix. The company must look at the four P’s and ensure that it is attacking every facet of the marketing mix. The company will need to look at how has the demographic changed for the product. Coca-Cola must know who they are marketing to and has the community that was once severed become obsolete. Know whether or not the look needs to change or maybe the company has moved to far from what the product looked like. Lastly, the price of the product and where it is sold could definitely effect returns in the long …show more content…
Douglas realized that a cultural shift did not start over night. Douglas began by creating a new marketing mix for the company. He understood that he had to first understand what the people wanted and what was impacting sales. Douglas also evaluated the price and product placement. Understanding that the company’s product has increased in size. Size could be a factor as to why more people stopped drinking Coke products. With the current health phase heavily affecting and influencing consumer life cycle and product choice. Douglas questioned would the company be able to win back consumers back to enjoy the same product he has for so many years. Were they promoting the product properly? By doing so it forced the marketing team to re-evaluate the company’s mission and vision for the company. However, the company uses a wide variety of marketing methods. Using social media and television has definitely been an effective tool used to strengthen the brands name. Coca-Cola has generally done well with marketing its product. Display items can be found in just about every store in America. Coca-Cola is also big supporter of sports, arts programs, and education, making the company one of the number one scholarship searches in the world and part of what has made Coca-Cola the American drink. Another great