The paper “ Various Marketing Strategies Employed by Coca-Cola Company through Its History ” is a meaningful version of a case study on marketing. In the year 1886, a doctor by the name of Dr. Pemberton designed a soft drink and Frank M. Robinson, his partner, and a bookkeeper, credited with the naming of the drink. From such humble beginnings, the servings of coca-cola have grown to an estimated to be about 1.9 Billion Globally in 2003. The biggest challenge being imitations by competitors, the early bottlers approved a unique contour bottle in 1916.
The single design which could be recognized in the dark set coca cola apart from the competition. And today Coca-Cola is synonymous with almost all life events and celebrations. Over the years, Coca-Cola has employed various marketing strategies taking into consideration factors such as the sustainability of the consumer and various public commitments one such example being carbon emission reduction. The marketing strategies included free samples to the public, newspaper advertisements, distribution of various promotional items with the Logo of coca-cola amongst others. (Askew, 2011, p. 37). With the ever-changing and expanding the market, the strategies employed have continued evolving based on the target market and the different regions.
In the 1970s, the brand began to be associated with fun, friends and good times. The value of Coca Cola has continued to grow over the years. Positioned to consumers as a carbonated drink, it is currently placed third in the list of top brands with a value of $79.2 Billion in 2013. It is a Global Brand. Coca-Cola has put in place a Responsible Marketing Policy that clearly outlines the Dos and Don'ts in its marketing campaigns.
Some of the policies described in the guide include encouraging consumption that boosted real dietary plans and active lifestyles for consumers, reasonable use and ensuring honesty and transparency. The company's marketing strategy has continued to be based on the principles of acceptability, affordability, and availability. (Fä gerskiö ld, 2006, p. 323). This has always been maintained in accordance with coca colas mission and vision. The mission of the company has been to refresh the world, inspire moments of optimism and to create value and make a difference everywhere.
Some of the values associated with the company include integrity, accountability, passion, leadership, innovation, and collaboration. The company has also diversified its products based on the preference of the consumer. For example, they currently have different kinds of coca-cola on the market namely coke zero, coca-cola classic and diet coke. Fanta has different types with the orange, strawberry and fruit taste being the most dominant. Other products include Dasani water, Schweppes tonic and water, and minute maid fruit juice. Different bottling types have also been adopted with different sizes and designs. The most recent marketing strategy employed in various countries across the world names on bottles.
Consuming one of their products with your name printed on the side increases the feeling of acceptability amongst the consumers. It is important for brand managers to take into consideration various factors that could affect the marketing of the brand in different areas. Some of these factors include; political environment, country’ s tax policy, government regulations, social welfare policies, customer loyalty’ fear of retaliation amongst others.
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