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 ByFakhruddin GRoll No 5