Does business growth and success always acquaint to community growth and success? Bartow J. Elmore explores this question in his book, Citizen Coke: The Making of Coka-Cola Capitalism. Elmore looks at the price that the environment and the public has paid to allow Coke to rise into the power it is in today. With operations in “over two hundred countries and selling more than 1.8 billion beverage servings per day”(7), you simply cannot deny the influence and power that Coke has. Coke is a widely successful business, but their growth has come at a cost.
Currently, the main competitor for the Coca – Cola Company is the PepsiCo, Inc., which also has a wide range of beverages under its brand. Both of the companies are the leaders of the carbonated soft drinks industry and they compete in order to surpass. Both companies committed heavily to sponsoring outdoor events and activities in order to advertise their products or brands. Also, there are other soda brands in the market which became popular as they have unique flavors. For example, Dr. Pepper could succeed to emerge in the market with its unique taste.
Coca-Cola is the most famous brand and the largest beverage producer in the world. The company started selling its carbonated soft drinks in the United States but then significantly expanded as a result of entering foreign markets. Currently Coca-Cola operates in 200 countries and owns more than 500 nonalcoholic beverages brands. Such a big success of Coca-Cola is not only caused by its excellent distribution network but also by its strong marketing as the company has made a substantial effort in order to create a positive brand image. Coca-Cola’s mission statement aims to create associations of the brand with happiness and joy as it says: “To refresh the world in mind, body and spirit, to inspire moments of optimism and happiness through our
Pepsi is joined in broad recognition by such PepsiCo brands as Mountain Dew, Diet Pepsi, Gatorade, Lipton Teas (PepsiCo/Unilever Partnership), Tropicana Beverages, Aquafina Bottled Water, Mirinda. In India Pepsi has enjoyed phenomenal success with its Mountain Dew brand as well. The strength of these brands is evident in PepsiCo’s presence in over 200 countries. The company has the largest market share in the US beverage market at 39%. In addition, the company holds leading market position in its key strategic markets.
Secondly the growing demand of healthy products requires coca cola to come up with more brands of healthy juices, tea, and coffee. For example they can introduce the green tea (Haru Green tea) worldwide. The benefits of green tea are enormous and this is a possible strategy to divert the attention from sugary drinks. 1.6 Conclusion The conclusion to this analysis can be that, The Coca Cola Company values its customers as it has continuously worked on innovating and producing its products, providing customers with a variety of beverages they can choose from. They have held a top position in the market because they have invested a lot in marketing and advertising their products.
Largest market share: Today, only Coca-Cola and Pepsi are the big to players in the beverage market. And from those two, Coca cola is leading the race with high margin, hence enjoying much higher percentage of market share. Out of many beverages under the license of the coca cola company, Coca-cola classic, ThumbsUp, Sprite, Fanta, Diet Coke, Limca, etc are the main product from growth perspective. Fantastic marketing strategies: Coca cola has different and more effective marketing strategy as compared to its rival brand pepsi. Where pepsi tries to attract youngsters with its marketing, coca cola tries to attract people of all ages.
In 1982, the Coca- cola company was aware of the film and television industry to its growth potential and synergy with marketing, so in the 1982 they took acquisition of the Columbia pictures. Competitive momentum from Purchase, shifts from New York transfers to Atlanta. Until now, Coca- cola is the world’s largest beverage company, soda and gas free beverage brands has more than500, and more than 3800 kinds of beverage choices. The Coca- cola company has 20 years of sales of more than billion dollars brands. The coca- cola company is one of the world’s ten biggest private employers.
This understanding of the brand by the customer leads to an elevated degree of loyalty and makes the buying decision extra automatic. Coca Cola has been prosperous by employing Exceptional Vending preposition as “Live the coke side of life”, connected to joy and happiness. Consumers basically associate this brand alongside these emotions. After the term of Coke is remarked, the early thing that comes into mind is fun and entertainment. Marketing Mix: - (Coca cola Company) Coca cola is very well known of its highest brand equity, the company has been going through a lot of ups and downs but that made the company reach to a very good position now a days.
• Diet Products Cannibalising standard variants: Rising awareness of soft drinks-related health issues, in particular sugar levels, has sparked a trend for “better for you” beverages globally. As for Coca-colas’ carbonates, some countries saw standard cola are being cannibalised by low calorie colas and this represents a challenge. Coca-cola must continue to sustain growth in standard cola and expand low calorie cola. • Increasing revenue streams from all fronts: Coca-cola intends to double in size within the Coca-Cola system from 2010 to 2020 and has clearly made plans to set about this task. The company can achieve this by expanding its geographic spread; taking its products to new territories and also by developing new products as consumer trends change or become engaged in new business.
This particular strategy has worked well for coke. Coke is focused on distribution to ensure that its products are within customer’s reach. And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is selling as many bottles in the hinterland of Punjab as it does the four metros. THE FUTURE OF COCA COLA While doing business overseas offers coke wonderful growth opportunities it also has its own disadvantages.