From the Three As to the Three Ps Coca-Cola used to focus its strategy on the three As: availability, acceptability,

and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Colas mantra is the three Ps: preference, pervasive penetration, and pricerelated value. The Power of Brand Accessibility If you were another soft drink company, you might define your competitive frame of reference as the cola market or the soft drink market or even the beverage market. But Coke thinks of its business and its market share in terms of share of human liquid consumption. This makes water a competitor. In fact, a Coke executive has said that he wont be satisfied until there is a Coca -Cola faucet in every home. Coca-Colas mantra is within an arms reach of desire. Coca-Cola is Serious About Brand Building Each month, Coca-Cola tests 20 brand attributes with 4,000 consumers to measure movement. The company also compensates (bonus and other compensation components) a large portion of its senior managers based on brand preference. One Final Coca-Cola Fact A recent Coca-Cola annual report reported that the second most recognized expression in the world after ok? is Coca-Cola.