Within an arm's reach of desire
A Coca-Cola Great Britain case study

Page 1: Introduction

Global marketing has become a reality, the product most representative 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 world...
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Page 2: 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, ensuring...
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Page 3: 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 4: 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 5: Sponsorship and brand recognition

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 since...
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Page 6: Conclusion

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 to...
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