BY Nadia Mild Mint

Background information
Invented by a pharmacist named John Pemberton
He wanted to invent something that would bring him commercial success.
Usually, everything he made failed in pharmacies
Pemberton decided to try his hand in the beverage market.
This was when Coca-Cola was born
Robinson came in to help advertising and he designed the logo. He also wrote the slogan,
"The Pause That Refreshes."
Coke did not do so well in its first year. And to make matters worse, Doc Pemberton died in
August 1888,
It was when Candler took over that one of the most innovative marketing techniques was
invented. He hired traveling salesmen to pass out coupons for a free Coke. His goal was for
people to try the drink, like it, and buy it later on.
Candler 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. It was one step in
making Coca-Cola a national brand, rather than just a regional brand.
Company mission
To refresh the world in mind, body and spirit
To inspire moments of optimism and happiness through our brands and actions
To create value and make a difference
Company vision
People: Inspiring each other to be the best we can be by providing a great place to work

Portfolio: Offering the world a portfolio of drinks brands that anticipate and satisfy people's desires and needs

Partners: Nurturing a winning network of partners and building mutual loyalty

Planet: Being a responsible global citizen that makes a difference by helping to build and support sustainable communities

Profit: Maximising long-term return to shareholders, while being mindful of our overall responsibilities

Productivity: Being a highly effective, lean and fast-moving organisation.

Competitors

The Coca-Cola Company's major competitors are PepsiCo, Dr Pepper Snapple Inc., Monster Beverage
Corp., and Suntory Beverage & Food Ltd. Coca-Cola is the most popular and valuable beverage distributor.

Target Audience
Coca-Cola has no specific target market, according to MarketMixx.com. Most of the target marketing
is geared towards young people, but some advertising is tailored for older people.
Marketing Analysis: Brand competitive analysis

The Coca-Cola Company's major competitors are PepsiCo, Dr Pepper Snapple Inc., Monster Beverage Corp., and
Suntory Beverage & Food Ltd. Coca-Cola is the most popular and valuable beverage distributor.
Coca Cola is still the number one soda drink company.
Its biggest competitor is Pepsi
Marketing Analysis: Differentiation and Strategic orientation
Recipe: The Coca Cola formula is THE secret of the company. It is one of the most held trade secret ever, and only few
employees have access to it.
Packaging: The packaging and shapes of Coca Cola soda products are diversified and adapted to the target and to the
moment of consumption. The core brand is Coke (best selling soft drink around the world) and contains different kind of
products.
Diet Coke is grey, it is more shiny as it reflects more the light.
Coke Zero is black, corresponding to the target (men).
Coca cola is committed to strict environmental guidelines in order to ensure quality for the consumer but also to
ensure the packaging has as less as possible impact on environment.
Logo: They use 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.
Bottle design: 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.
Marketing Survey: Primary Data
Marketing Survey: Primary Data
Brand Focus
What is the brand equity?

brand awareness
Coca Cola is a well-known brand and it always has strong advertising and marketing, which make them
always be on top of their game
perceived quality
It has a good quality so people continue using it in their everyday life.
brand association
For examples, sweet, mix drink, fizzy, soft drink, red-white can, non-alcohol and they make it easier for
customers to remember the brand
brand loyalty
There are similar product which is Pepsi and its quality is almost the same so if the brand isnt available,
people will choose Pepsi instead
 What is the brands identity?
physique attributes
Bottle which are mostly can and cocoa-shape glass bottle
color of Coca-Cola

white-red which easily to customer to remember the brand

personality of the brand

happy, sharing, everywhere, jolly, good times, and sweet

he relationship with the customer

the core value

leader, lifestyle, sharing, social, and family

self-image

happiness, spreading, responsible, and pushing boundaries

the way customer perceived when using this brand

young, interactive, team spirit, and top brand

SWOT analysis

Base on survey and research,

Strengths:
Companys popularity
The Coca-Colas brand is known all over the world
The Coca-Cola have variety of products that come out to respond the customer demand
People choose to drink Coke not only for its taste, but because feeling of cool, hip, and popular

Weakness:
In some cases word of mouth can be weakness
Some products dont taste good as it should be
Some products not popular as the Coke classic one
Coca-Cola faces is the perception that is unhealthy which lead to disease such as diabetes
Opportunities:
Many unpopular products should be develop and take asset.
Develop new products based on change customer tastes is in another lies opportunity.

Threats:
Competition, especially like competitor Pepsi
Health because Coca-Cola have seriou effect through the body
References
http://www.businessinsider.com/soda-wars-coca-cola-pepsi-history-infographic-2011-11
http://www.coca-colacompany.com/our-company/mission-vision-values
https://www.worldofcoca-cola.com/about-us/coca-cola-history/
http://www.marketing91.com/swot-coca-cola/
http://softdrinkcolawar.blogspot.com/2012/12/coca-cola-product-strategy.html
http://www.hoovers.com/company-information/cs/competition.the_coca-cola_company.3f8a006eaf87d773.html