Coca-Cola Advertising Strategy

Coca-Cola is a carbonated refreshing drink known throughout the world. The sole producer, located in Atlanta, Georgia, is The Coca-Cola Company, registered in the US since 1944.

Originally intended by John Pemberton as pharmaceutical patent it was then sold to Asa Griggs Candler, a local businessman. His innovating marketing strategies made Coca-Cola the dominant force on the soft drink market of the 20th century.

The fizzy beverage is produced by Coca-Cola bottlers, sold as concentrate under license by The Coca-Cola Company. The finished product is a combination of concentrate, natural or artificial sweeteners and filtered water sold in caned and bottled form. The exact formula for this drink’s flavor is of course company secret, but

Known in the industry as the contour bottle, it was created in 1915 so that it would be unique

Starting with the US, Coca-Cola has had a great deal of influence with its advertisement, its only goal being to make everyone in the world drink their preferred drink. It was and still is promoted in many movies and by many artists such as George Michael, The Beatles, Whitney Huston, etc.

With all the good publicity that Coca-Cola has had, it has also endured a lot of criticism. It allegedly has adverse health effects, it was massively marketed towards children, it was involved with slave labor and alleged high levels of pesticide in the product. Also it was also banned for several years in some countries such as Iraq, Bolivia, Burma and North Korea.

Health wise, Coca-Cola, like most soda sweetened beverages have been declared the primary source of calories in every day diet. So the product can actually be harmful with excessive consumption, and can lead to lower intake of calcium magnesium, vitamin A and ascorbic acid. Furthermore being a product reach in sugar and especially caffeine it can cause a physical dependence or

In the case of a B2C world, as the Cola wars have concluded a normal person cannot differentiate between a Coke and a Pepsi.

-Cola’s demographic target is general and broad due to itsdemand and popularity. After careful thought and after investigating and studying consumer age,marital status, domestic size, and revenue, the best target markets for the product, are 18-34 years and the people that live in home of three or more. 18-34 year-olds are selected due to their volume potential andhigh ranks. Taking into consideration only targeting people between18 and 24 years old is not a broad enough goal for Coca-Cola due to itsreputation and consumer base that is already established.

What gives the largest target, for Coca-Cola, that best reveals the current consumer market are the first 2 categories within the age demographics. One more efficient way would be to allocate different loads to these 2 categories: first age target 25-34 at 70% due to higher volume potential then the 18-24 category Inconsequence, the 18-24 category will be represented as the secondary target age group with a load if of