Coca Cola Global Marketing

Strategies
About Coca Cola
• Originally Invented By John Pemberton
• Introduced in 1886
• Headquartered in Atlanta, Georgia
• Muhtar Kent is the current CEO of Coca Cola
• Operates in More Than 200 countries
• Coca-cola is one of the most widely known
trademark of the world
• It has more than 300 beverages to its portfolio
Core Coke Brands In India
Product line soft-drink:
• Coca-cola
• Sprite
• Fanta
• Diet coke
• Limca
• Maaza
• Thumbs up
Standardization Strategies
• Coca-Cola sells virtually the same Coke beverage
worldwide.
• Logo & glass bottle Same in all countries
• Large Scale Franchising System for Its Bottling
Operations
• Coca-Cola has standardized its product and
manufacturing procedures so taste is same
throughout the world
Adaptation Strategies
• Local Advertising Strategies as per Culture of
country
• Native languages used in labeling and advertising
• Additional Products offered to few countries eg
Soy Drinks in some Asian countries
• Since food laws differ from country to country
coke makes changes accordingly
• Distribution system of product depends from
country to country
Coca Cola Logo
• Coca cola has used one single logo worldwide as
well has never changed its logo since 1885.
• They tried to fix the same Logo as brand name.
Coke Company is confined to the soft drink
production
• As Coke Company has not changed its Logo, it is
totally fixed in the minds of the people of the
world.
Coca Cola Slogans
America
• 2010 - Twist The Cap To
Refreshment
• 2011 - Life Begins Here

Australia/New Zealand
• "Real taste. Uplifting refreshment" (2009)
• "Open Happiness" (2011)
Coke Slogans In India
India

• "Thanda matlab Coca-Cola!" ("Cold means Coca-

Cola!") (2000s)
• "Pio sar utha ke" ("Drink with pride")
• "Jo chaho ho jaye, Coca-Cola enjoy!" ("Whatever
you wish will come true, enjoy Coca-Cola!")
Target Market
• Coke Doesn’t target a single audience but
provides different options for different segments
• Diet coke: weight consciousness
• Maaza: kids , juice loving people
• Sprite: young people
• Thumbs-up: confident, mature and uniquely
masculine attitude people
• Fanta: girls, ladies
Global PROMOTION STRATEGIES
• Getting shelves
• Eye Catching Position
• Sale Promotion
• Print media
• Pos material (Posters And Stickers)
• TV commercial
• Billboards and holdings
Positioning
It consist functional positioning strategy
emphasize on
• Price
• Quality
• Product feature
Conclusion
• Coca Cola tries to use a standardized marketing
technique worldwide but with a mixture of
adaptive strategies
• It Doesn’t target a single audience in fact offers
different products for different segments
• Coca Cola has a strong bottling network
worldwide which is one reason of its success
• Coca Cola is one of the leading soft drink
providers worldwide
Thank You
Presented By
Fakhruddin G
Roll No 5