LoginPage 1: Introduction
Global marketing has become a reality, the product most representTative of this process is Coca-Cola's Robert Woodruff, former chairman of The Coca-Cola Company stated in 1923, that Coca-Cola should always be 'Within an arm's reach of desire'.
This study examines how this mission has continued to drive the Company's marketing strategy, enabling Coca-Cola to build a strong global presence in a...
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Page 3: Continually Identifying New Opportunities
A developing business organisation will forever seek new opportunities to renew itself. A successful global business will seek to penetrate new markets and new countries while
building on improving its presence in existing markets and in this way it will continue to grow.
The Coca-Cola Company has come a long way since the product was invented in 1886 by Dr John Styth Pemberton in a back...
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Page 4: Marketing Strategy
Marketing involves getting the right product to the right place, at the right time, at the right price and with the most suitable promotional activity. Coca-Cola has always been able to create the most appropriate marketing mix.
Since its beginnings, Coca-Cola has built its business using a universal strategy based on three timeless principles:
acceptability - through effective marketing...
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Page 5: Global Branding
The ability to engage in global branding is a key advantage to any large company. Coca-Cola is fortunate in that it possesses a number of instantly recognisable icons which go beyond the familiar taste of its product. In particular the Company benefits from its registered trade mark, the characteristic classic shapes of its bottles and the highly familiar red and white Coca-Cola can.
No story...
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Page 6: Global Advertising
Advertising is a most effective force in gaining social acceptance for any product and Coca-Cola has recognised and used this power from its very first advertisement in 1892.
Over the decades, by emphasising youth and energy, Coca-Cola has created advertising slogans, or 'straplines' , which are memorable, innovative and still relevant to the brand today:
1886 - Delicious and...
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Page 7: Global And Local Sponsorship Of Sport
The relationship Coca-Cola has with sport seeks to advance the development of sport overall. It aims to make sporting competitions possible by supporting events for the participation and pleasure of athletes and spectators.
Coca-Cola has a long history of sports sponsorship including the Olympic Games, football, tennis and Special Olympics. Coca-Cola has been involved with the Olympic Games...
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Page 8: Recognising Makes A Difference
Coca-Cola is a global product and can largely be marketed using a global approach, but the Company also engages in national and regional marketing strategies which illustrate a recognition of local and cultural differences.
The first advertisement of Coca-Cola was an oil-cloth sign containing the phrase 'Delicious and Refreshing' Now throughout the world, you can see Coca-Cola advertised in the...
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Page 9: World Wide Leadership
Global companies need to generate high levels of profit in order to build on existing competitive advantages. For example, Coca-Cola needs to continually build on its brand image through successful advertising, promotion and provision of value for money products.
The Company requires consistent expansion and development in its distribution systems. Coca-Cola is able to do this effectively due...
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Page 10: Conclusion
This case study has illustrated the way in which Coca-Cola has developed a global mindset which involves utilising working relationships and understanding cultural structures, thereby identifying global opportunities.
Through manipulating and co-ordinating the tools of branding and advertising via image and activity, such as through sport sponsorship, The Coca-Cola Company seeks to provide...
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