Marketing and Advertising

Coca Cola

Sirikorn Detchanun (Mint) 5861146

Praewa Kobkurkul (Mild) 5861120
Chanakan Jindachotsiri (Nadia) 5861013

Submit to
Ms. Piyawan Sunasuan

Grade 11
Mahidol University International Demonstration School
Year 2016
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Table of Contents

Introduction......2

Brand Analysis.3
Brand competitive analysis
Differentiation and Strategic orientation

Marketing Survey.....4-5

Brand Focus.....6-7
What is brand equity?
What is the brands personality?
What is the brand identity?
Types of brand associations
SWOT analysis

Conclusion and Recommendation...8

References...9
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Introduction
Now people in more than 200 countries drink 1.9 billion servings of Coke every day,
according to Coca Cola website. This huge company was invented by a pharmacist named John
Pemberton after the Civil War. Since everything he made failed in pharmacies, he decided to
start Coca Cola company. His colleague came up with the slogan The Pause That Refreshes
which is currently the most popular. Coke wasnt successful in its first year. In August 1888,
Pemberton died and Asa Griggs Candler became the sale owner of the business. He used a lot of
useful strategies to rescue the business. His goal was for people to try the drink, like it, and buy it
later on. He also decided to spread the word of Coca-Cola by plastering logos on calendars,
posters, notebooks and bookmarks to reach customers on a large stage. As a result, Coca Cola
became more successful and currently its one of the most well-known brand in the world.
Although, people with many different ages buy coke, the company targets mostly people
who are 12 years old or older. They try to promote responsible marketing strategies by avoiding
extensive advertising to children and provide nutritional information to parents in order to make
them decide whether they will allow their children to drink it.
The mission of the company is to refresh the world in mind, body and spirit, to inspire
moments of optimism and happiness through our brands and actions, and to create value and
make a difference. In order to achieve them, they have developed a set of goals: Inspiring each
other to be the best they can be by providing a great place to work: Offering the world a portfolio
of drinks brands that anticipate and satisfy people's desires and needs: Nurturing a winning
network of partners and building mutual loyalty: Being a responsible global citizen that makes a
difference by helping to build and support sustainable communities : Maximising long-term
return to shareholders, while being mindful of our overall responsibilities: Being a highly
effective, lean and fast-moving organisation.
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Brand Analysis
Comparing Coca Cola to their competitors, it has reported earnings much higher than
other companies as it is much larger and is able to keep its profit margins well. The Coca-Cola
Company's major competitors are PepsiCo, Dr Pepper Snapple Inc., Monster Beverage Corp.,
and Suntory Beverage & Food Ltd. However, Coca Cola is still the number one soda drink
company There are 5 key strategies Coke made themselves become the major soda company.
Firstly, Coca Cola company tried to differentiate its logo by using the Spencerian script
and using a specific shade of red. The company did the experiment about how different colors
affect peoples mind. It turned out that certain shade of red color triggered the maximum
sensations in the brain region related to emotions, happiness, and celebration. Coca-Cola decided
to use this shade of red for all its marketing and product packaging purposes. The company first
used this logo in 1923 and it remained unchanged. Like the recipe, they decided that the logo
should be the same, while the packaging could be changed from times to times. As a result, coca
cola logo become imprinted in the minds of people around the world.
Secondly, the design of coke bottles is unique. By 1915, the company was losing market
share to hundreds of competitors. Consequently, he launched a competition for a new packaging
in order to signal to consumers that Coke was a premium product that couldn't be confused with
some other brown cola in an identical clear glass bottle. It turned out that they got the cocoa-like
design as their bottles which greatly grasped customers attention and prevented them from
mistake the brand.
Thirdly, they use a thoughtful way to keep the product in high quality. They always keep
the serving temperature at 36 degrees fahrenheit. Coca Cola salesman will be told that the
product should never be served above 40 degrees.
Fourthly, It kept its consumer price fixed for 70 years. It's common today for tech
startups to begin by offering a service for free and then charging a higher price to consumers or
advertisers once they've become hooked. Before utilizing networking effects became a standard
practice, Coca-Cola used a similar approach to scale across the US and then throughout the
world. From 1886 to 1959, a bottle of Coke cost just five cents.
Fifthly, It adopted a franchise model. In 1899, two Tennessee lawyers, Benjamin F.
Thomas and Joseph B. Whitehead, approached Candler and asked if he would let them bottle
Coke. The drink was sold as a syrup that retailers would mix with soda water, but it wasn't
typical to drink cola on the go or bring it into the home. Candler decided to hand over the
bottling rights for just a dollar, which he never collected, because he was content with
maintaining the rights to the syrup. This marked the beginning of what the company internally
calls The Coca-Cola System, a franchise partnership with bottlers that allowed the brand to truly
take off.
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Market Survey
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Brand Focus
Coca-Cola has hundreds of brands and thousands of products. Coca-Colas most famous
brand is its Coca-Cola brands which come in variety of flavors and diets. To make Coca-Cola
-Cola meet customer demand or become strong branding, they need to have strong branding
strategies.

Brand equity is able to make customer see the value of a brand Coca-Cola. Brand
equity consists with four things. First, brand awareness; Coca-Cola is the well-known brand and
most persistent in history. In addition, Coca-Cola brand is recognized by everyone in worldwide.
Another factor is its authenticity that makes them achieve its position in market. The logic is
their strong advertising and marketing, its always relied in advertise to promote and market
which make them always be on top of their game. Next, perceived quality; Coca-Colas brand
become one part of people daily life which make the purchasing decision easier The quality of
Coca-Cola is the reasons that make people addict and well-known about it. Third, brand
association; is the image and symbols of the brand benefit. Brand association of Coca-Cola such
as sweet, mix drink, fizzy, soft drink, red-white can, non-alcohol, etc. which all of this is what
represent Coca-Cola product to the customer to remember it. Last, brand loyalty; Coca-Cola is
like the brand that people in the world all known, a big change will not really affect about the
purchasing. However, according to the survey, there is also a similar brand that sells the same
product, Pepsi. If Coke isnt available in the store, people will choose pepsi instead.

Brand identity is the image of the brad Coca-Cola. Brand image identifies into six key
characteristics that together defined the brand identity. First, physique attributes of the brand
such as the bottle. Coca-Cola mostly produces glass bottle and cans, to respond customers
requirement. And the color of Coca-Colas brand is white-red which easily to customer to
remember the brand. Next, personality of Coca-Cola brand, its personality is happy, sharing,
everywhere, jolly, good times, and sweet which all of this represent the Coca-Colas brand.
Third, the relationship between Coca-Cola brand through the customer. So, customers remember
the Coca-Cola brand is more than the bottle, community stuff, and equity. Fourth, the core value
of the brand. Coca-Cola makes core value as leader, lifestyle, sharing, social, and family. Fifth,
the way customer perceived when using this brand. So, what they perceive from Coca-Cola are
young, interactive, team spirit, and top brand. Last, is self-image for example happiness,
spreading, responsible, and pushing boundaries.

Base on the survey and research,

Strengths: One of the strength is its extremely definite brand. Its remarkable strength that
virtually incomparable is the companys popularity. The Coca-Colas brand is known all over the
world. The Coca-Cola have variety of products that come out to respond to customers demand,
which everythings come out good as they think. Moreover, Coke is the most popular one from
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the Coca-Cola brand. People choose to drink Coke not only for its taste, but because feeling that
they are part of something that feeling cool, hip, and popular.

Weakness: Coca-Cola is a very successful company in worldwide. However, everything have

their own limited weaknesses. Like every other corporation that sold products in many countries,
Coca-Cola is also have some weakness. In some cases word of mouth can be the weakness.
Maybe some of products dont taste good as it should be and some products of Coca-Cola not
popular as the Coke classic one. However, the biggest weakness that Coca-Cola faces is the
perception that it is unhealthy which can lead to the disease such as diabetes in case of consumed
in high quantities.

Opportunities: Coca-Cola is a big company so, it has few opportunities that it can
accomplishment. In this company their are many unpopular products that it should continue to
develop and take asset. In its ability to develop new products based on changes in consumer
tastes is in another lies opportunity.

Threats: Even Coca-Cola is the number one in beverage market, but it still has to deal with many
threats. The important threats which is competition, especially like competitor Pepsi. The another
problem is life health because Coca-Cola have serious effect through the body.
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Conclusion and recommendation

Coca Cola is a successful company in beverage market. It uses a lot of strategies, for
examples, using red color, keeping the fix price, having good packaging design, and strong
advertising and promotion to attract customers. The Coca-Colas brand is known all over the
world so people choose to drink its product because it not only tastes good but also gives them
the feeling of being involved in something cool and popular. The company also has weakness but
it cannot be compared to what they have achieved so this is the reason why Coca cola remains
the first choice of customers.
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References

Bhasin, K. (2011, November 02). COKE VS. PEPSI: The Amazing Story Behind The Cola
Wars. Retrieved November 18, 2016, from
http://www.businessinsider.com/soda-wars-coca-cola-pepsi-history-infographic-2011-11

Coca-Cola History World of Coca-Cola. (2016). Retrieved November 19, 2016, from
https://www.worldofcoca-cola.com/about-us/coca-cola-history/

Company, T. C. (2016). Mission, Vision & Values. Retrieved November 18, 2016, from
http://www.coca-colacompany.com/our-company/mission-vision-values

H. (2016, August 6). SWOT of Coca Cola - SWOT analysis of Coca cola. Retrieved November
19, 2016, from http://www.marketing91.com/swot-coca-cola/

War, C. (2012, November 18). Coca Cola Product Strategy. Retrieved November 19, 2016, from
http://softdrinkcolawar.blogspot.com/2012/12/coca-cola-product-strategy.html

!company_name! Names of Competitors. (2016). Retrieved November 19, 2016, from

http://www.hoovers.com/company-information/cs/competition.The_Coca-Cola_Compan
y.3f8a006eaf87d773.html