The paper "Advertising and Marketing Strategy of Coca-Cola Company" is a good example of a case study on marketing. For any business organization to be successful in its ventures, it should have processes that will allow it to concentrate and focus its limited resources on the greatest chances to increase its sales so as to achieve a competitive advantage in the market (Kochan, 1997). Such a plan will require a business to have an effective marketing strategy so that it can be able to penetrate and sustain the market. This calls for the business organization to have marketing plans that are designed to help it realize its marketing objectives (Miles, 2003). The business organization that will be reviewed in this report is the Coca-Cola Company. This report will focus on the current marketing practices of the Coca-Cola Company, suggesting how improvements can be made to its marketing activities so as to improve its overall performance. The report will focus on the target market of the Coca-Cola Company, highlighting its advertising and promotional strategy. The report will also discuss Coca-Cola’s distribution strategy and give recommendations as to how the marketing practices of the company can be improved.
The Coca-Cola Company is the largest beverage and soft drink marketer, retailer, and manufacturer in the world. The company was founded in 1886 and has its headquarters in Atlanta, Georgia. As of 2010, the company’s total revenue stood at US $ 35.119 billion (Kochan, 1997). The company currently has over 500 different brands and it operates in more than 200 countries across the world. The company has remained highly successful in global marketing and market specialists attribute this success to product adaptation and variation (Miles, 2003).
A market consists of all the potential and actual buyers of a service or product. Therefore, a target market may be defined as a set of buyers who share common characteristics and needs that a business organization decides to serve and satisfy (Miles 2003). A leading organization like Coca Cola selects its target market by determining where the money and the potential consumers are (Miles, 2003). The organization has a primary target market and a secondary target market. The primary target market is made up of consumers from all nations who thirst for high-quality soft beverages from a reputable company such as itself. The secondary market of the Coca-Cola Company is focused on very specific psychographic characteristics such as consumers who are really conscious about their health and wish to consume products that will support their lifestyle (Kochan, 1997). According to Coca-Cola, the company takes every thirsty customer as a target who has the potential of consuming the company’s products.
The products it produces are generally meant for all types of consumers. However, the company also has specific brands that are targeted at specific consumers (Kochan, 1997).