History Of Coca- Cola

Coca-Cola’s history began in 1886 when an Atlanta pharmacist, Dr. John S. Pemberton, created
a distinctive tasting soft drink that could be sold at soda fountains. His partner and bookkeeper,
Frank M. Robinson, is credited with naming the beverage and designing the trademarked,
distinct script still used today. The first marketing efforts in Coca-Cola history were executed
through coupons promoting free samples of the beverage, followed by newspaper advertising
and the distribution of promotional items bearing the Coca-Cola script to participating
pharmacies. Prior to his death in 1888, Pemberton sold portions of his business to various
parties, with the majority of the interest sold to Atlanta businessman, Asa G. Candler. In 1894,
Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain,
becoming the first to put Coca-Cola in bottles. In 1899, three enterprising businessmen in
Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-Cola, and Benjamin
Thomas, Joseph Whitehead and John Lupton developed a worldwide bottling system. And its
current place Coca-Cola has been consistently ranked as the top soft drink brand worldwide,
with a global brand value of over 74 billion U.S. dollars. Other soft drink brands manufactured
and sold by the Coca-Cola Company include Diet Coke, Sprite, and Fanta.

https://www.statista.com/topics/1392/coca-cola-company/#topicOverview

https://www.heartlandcocacola.com/about-our-history

Coca-Cola’s 5C’s

Company
The Coca-Cola Company is a renowned brand that has grown to over 200 brands in its portfolio.
Its products are available in over 200 countries and territories, with a net operating revenue of
33.01 billion U.S. dollars in 2020. However, it has been criticized for issues such as water
scarcity, health effects, animal testing, and environmental damage with plastic waste.

Collaborators
Coca-Cola has over 225 independent bottling partners worldwide, creating employment
opportunities for over 700,000 people. These partners play a big role in helping the company
create a global reach with localized strategies. Coca-Cola works closely with local communities
and farmers, but there have been allegations of child labor, land grabbing, and other unethical
business practices.

Competitor’s
Cola Company faces a number of giant competitors in the global non-alcoholic beverage and
bottled water industries, with the most notable being PepsiCo, Dr. Pepper Snapple Group,
Nestle, Unilever Group, Red Bull, Suntory Beverage & Food Ltd., Monster Beverage Corp.,
Danone, Kirin, Asahi Soft Drinks, and Otsuka Holdings. Coca-Cola is the undisputed champion
in the soft drink industry and has been one of the world’s largest companies since its beginning.
However, there are several competitors that challenge it In many markets, including PepsiCo
and others. Both companies have been dominating the non-alcoholic beverage industry in many
countries for a long time, and their operations go beyond the borders of more than 200 countries
and territories.

Context
The Coca-Cola Company must understand the external environmental context in which it is
operating to make the right business decisions and forecast the future. One important tool to
understand business context is the PEST analysis.

The Coca-Cola Company’s presence in multiple markets increases the risk of political instability,
and geopolitical risks have increased due to recent developments in the global political
scenario. To understand the political context, the company must study the changing government
policies closely. In the social context, The Coca-Cola Company must analyze the social context
to understand the major trends in culture, education, and demographic patterns. A general rise
in health consciousness poses a risk to the company, while population growth and rising low-
end market segments offer opportunities. The company must also consider its impact on
changing demographics. In an economic context, understanding the economic context requires
The Coca-Cola Company to identify major economic issues such as growth, labor costs, and
business cycle stages. Inflation has a strong impact on the pricing structure, and marketing
managers must adapt their strategies to consumer behavior. Additionally, downward market
pressure and changes in customers’ purchasing power should be considered when making
effective marketing strategies. And in the technological context,
Understanding the technological context requires The Coca-Cola Company to understand
recent technological developments and their impact on the organization’s cost structure and
other business operations. These include the entrance of new market players and their
investment in research and development, the shortened product life cycles, and the need to
restructure the supply chain. The purpose of understanding the context is to determine if any
opportunities or risks are imposed by external environmental forces.

Costumer
The primary target of Coca-Cola is younger customers within the age bracket of 10–25, with a
secondary market composed of people aged 25–40. In terms of taste, the company targets the
market that prefers a strong flavor in their regular cola drinks. Meanwhile, diet cola drinks and
their variants target those customers who are health conscious. The Coca-Cola Company has
also expanded its product line to include non-cola beverages to target those who are not fond of
drinking its regular cola drinks. A Coca-Cola product such as Sprite is specifically designed to
target teens and college students, while others target the young working group.

https://www.howandwhat.net/5c-analysis-coca-cola/#:~:text=This%20is%20a%20detailed
%205C,of%20the%20Coca%2DCola%20company
https://www.essay48.com/2924-The-Coca-Cola-Company-Five-Cs-Of-Marketing

Coca-Cola’s Segmentation, Targeting and Positioning.

Coca-Cola’s market segmentation focuses on four various elements, namely geographic,

demographic, psychographic, and behavioral. It aims to drive the market into different
geographical units, including cities, regions, and neighborhoods, and ensures a countrywide
product distribution network. The demographic segmentation is divided into sub-segments
based on various variables like age, occupation, family life cycle, race, religion, generation,
social class, and nationality. The psychographic element is categorized into different groups
based on lifestyle, personality, or values. The behavioral variable is the most important element
in the marketing segmentation, as it focuses on the customers’ knowledge of, use of, response,
and attitude towards its products.

Most marketers treat the behavioral variables as excellent starting points for formulating market
segments. Coca-Cola has a wide range of global presence and products, ranging from average
to health-conscious. The primary target is younger customers (10-25) and a secondary market
(25-40). Their products offer intense flavor and flavors, while their diet and non-cola beverages
are expanded to target those who don’t enjoy drinking regular cola drinks. Positioning is key to
stand out and create curiosity from customers. Positioning of Coca-Cola is an important factor in
the market, as it helps to create a unique product and stand out among customers. It positions
the products as thirst-quenching, refreshing, and provides joy to its target market. Additionally,
the company markets its products consistently and of premium quality

https://www.edrawmind.com/article/coca-cola-segmentation-targeting-and-positioning.html