Marketing Strategy Of Coca-Cola

Another major threat to Coca-Cola is other indirect competitors. Coffee chains, distributors of healthy non-carbonated beverages, energy drinks, Gatorade and especially bottled water, are slowly but surely cutting into Coca-Cola’s market share (Bhasin, 2016). Rising labor cost is another threat that can hurt overall profitability for Coca-Cola. The looming $15.00 minimum wage rate is slowly becoming a reality in our country alone. At the end of Coca-Cola’s 2014 fiscal year, they had employed about 129,200 people, and of that number, 65,300 of them were in the United States. The increase in wages will also hurt Cokes profit margin (Bhasin, 2016).
Marketing Strategy and Mix
Coca-Cola uses many different marketing strategies and mix’s to reach …show more content…
One of the most successful methods has been through its community involvement. Due to Coca-Cola’s global presence in the world, it has had to adjust its message to its markets. It is part of Coca-Cola’s global societal commitment that has made this brand one of the most recognizable in the world. In 2010, Coke inaugurated the company’s largest social-media project. Three Coke Ambassadors, visited 186 countries and territories, that sold the Coca-Cola beverage, to document their search for happiness (Zmuda, 2011). Their excursion was tracked live via the Expedition206.com website, Facebook, YouTube and Twitter. Engaging billions of people and obtaining almost 650 million images around the world. While this project was a globalized initiative and overseen by an Atlanta based team, it was still actively managed by the individual markets visited and introduced many of these local markets for the first time to the digital and social-media world (Zmuda, 2011). For example, in China, instant-messaging service QQ received a billion visits related to Expedition 206. QQ is the first Web-based QQ instant messenger service in English that allows built-in live chat translations to Mandarin Chinese, Spanish and Japanese that permits Facebook users to connect and chat with over 780 million monthly users (QQ Chat, 2016). The expedition visited Vancouver, Canada for the 2010 Olympic Winter Games, South Africa for the FIFA World Cup and the 2010 World Expo event in Shanghai China. Coca-Cola was extremely happy with the success of its program as it created greater visibility for Coca-Cola in key markets and it provided a platform for the diverse markets (Zmuda, 2011). Coca-Cola utilizes many different branding strategies as Coca-Cola’s target market is the world. Coke benefits greatly from is already strong brand recognition and they continue focusing on sustaining the Coca-Cola brand on everyone’s mind. The