Situational Analysis

Coca-Cola holds the title for the worlds number one nonalcoholic beverage company. Being the company in the soft drink industry, Coca-Cola luxuriates in the largest market share. With that being said Coca-Cola has a multitude of features and benefits within their company brand just with the pervious marketing and advertising. Today Coca-Cola ads that are out there are not as popular or as exciting as they once were, but today the business world and technology is much more advanced as well as competitive. Although Coca-Cola still throughout the years have made changes to the advertising in many ways but the message, like the trade market, has remained the same! The message Coca-Cola has been delivering for decades now continue to exist being To refresh the world, to inspire moments of optimism and happiness and lastly to create value and make a difference. As the worlds leading brand, The Coca-Cola Company has several strengths and weaknesses. The company has large investments in brand promotions inevitably making The Coca-Cola Company one of the leading recognized global brands. The marketing team for Coca-cola

Fashion designer Karl Largerfeld created the design for the Coca-Cola light in the aluminum 25cl bottle of Coca-Cola. The ad engages consumers to buy into the associated values that the presentation advances;, here, those of quality, luxury and exclusivity.

Coca-Colas advertise sale promotions using memorable visual effects that will stick with consumers, building brand awareness. A technique usage of colors in an advertisement can be symbolic and convey various meanings. Coca-Cola uses the color red in every single advertisement, which is symbolic for aggressiveness, passion, strength, vitality, fear, speed and appetite. Coming across ads that the color red is dominant in, is striking and attention getting. Recent campaign Open Happiness gives consumers the idea that refreshing them with a can of Coca-Cola that they are opening the key to happiness. The global campaign is anticipating appealing to consumers desperate for comfort and optimism at a time when the weakening economy has reduced the soft-drink sales.

Coca-Cola

P2 Coca Cola takes every customer as a target and potential customers whom are thirsty as their target market. Coca-Cola Company target markets consumers of all ages, genders, incomes, ethnicity, and lifestyles. Although all age groups are targeted but the most potential age group range from 18 to 25, which consists of about 40% of the total age segments. As the leader I the area of Responsible Marketing particularly with regard to responsible marketing practices when children when under the age of twelve are present. Coca-cola will not buy advertising on the Internet sits/mobile phones directly targeted to children. Coca-Cola places their date where it can be available but will not place their marketing messages on Internet or mobile phone programs where more than 35% of the audience is comprised of children.

As the worlds largest beverage company with over 3,500 is Coca-Cola its self, in their company portfolio there is a wide variety of products. The soft drink Coca-Cola its self though is the most popular and biggest selling soft drink in history. Also Coca-Cola is the best-known product in the world, which can be classified into seven different types of beverages. From energy drinks, juices/ juice drinks, soft drinks, sports drink, tea and coffee, water to miscellaneous beverages.

Full Throttle energy drink is an example of one of Coca-Colas energy drink products. The energy drink is offered in five sweet different flavors. Full Throttle is only one of the six energy drink brands produced by Coca-Cola. There are twenty-four different brand juices/ juice drinks made by Coca-Cola, an example would be Fruitopia a noncarbonated fruit juice beverage. With forty-four different brands make up the soft-drinks by Coca-Cola, Coca-Cola its self being the leading soft-drink. PowerAde, ppwerade option and powerade zero are the three sports drink brands by coca-cola. Seven brands such as Caribou Iced Coffee and Nestea are coffee and tea products. Coca-Cola has seven different brands of water they make, example being their Aquarius Spring bottled water. Products that can be classified as other or miscellaneous beverages are made up three different brands, Bacardi Mixers, Fanta Lactic (milk), and Godiva Belgian Blends.

Mckay, Betsy. "Coca-Cola to Uncap 'Open Happiness' Campaign." The Wall Street Journal. 14 Jan. 2009. Web. 17 Apr. 2012. .