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Running head: COCA-COLA AND PINTEREST: FLAVORED BY COKE 1

Coca-Cola and Pinterest: Flavored by Coke

Jiawen Yu

Siyu Lei

Ruipeng Yu

Dingkun Liu

Lizhe Ni

Professor Jennifer

MKTG 3501

03 November, 2019

COCA-COLA AND PINTEREST: FLAVORED BY COKE 2

Coca-Cola and Pinterest: Flavored by Coke

Introduction

Coca-Cola is one of the oldest as well as most recognized soft drinks brand in the globe

today. Collaboration between Coca-Cola and Pinterest will not only be a natural but an authentic

partnership. Pinterest is a widely known and recognized social platform, which allows users the

opportunity to pin posts that they like and love to their individual profiles. Often, individuals turn

to this platform for inspiration, and therefore, making this collaboration one of its kind. Flavored

by Coke will be the new initiative between these Coca-Cola and Pinterest, offering a unique, yet

personalized flavoring experience. In particular, this initiative will create a flavor that is tailored

to Coca-Cola’s users’ preferences as well as tastes. Furthermore, this collaboration will also

ensure and true and personalized brand association, which is usually difficult to find in today’s

increasingly competitive soft drinks environment. Here, Pinterest will offer Coca-Cola a great

leading social arena with many users that are interested in branded offerings. In turn, Coca-Cola

will also meet its users’ needs using digital power in addition to visual-focused brand images.

Coca-Cola’s history is long and spans over a century. It was started in the year 1886

when its owner began creating a distinctive tasting drink that would later change the history of

soft drinking products across the globe. The company first created flavored syrup and later

named Coca-Cola. Since then, flavored products have remained the firm’s trademark until today.

Fast forward to the 1870s, the company’s advertising efforts and campaigns began reflecting a

brand associated with fun, exciting times, as well as friends. Furthermore, the decades that

followed to 1990s also featured such exciting times, including memorable slogans. For instance,

the company first used computer animations during the year 1993, changing its promotion and

advertising techniques (Coca Cola, 2019). The company has also successfully created, marketed,

COCA-COLA AND PINTEREST: FLAVORED BY COKE 3

and sold different flavors, since its creation (Pendergrast, 2000). Today, the company is

recognized as one of the best brands and an all-time best brand in the world.

SWOT Analysis

The company is regarded as the market leader in its industry and one of the best

performing brands around the globe. Be it in people’s homes, offices, hotels, restaurants, shops,

or entertainment joints, the company’s products are everywhere. It is also approximated that

almost 94 percent of the world’s populace identifies with the firm’s products, mission, vision, as

well as a logo (Coca Cola, 2019). Most of its products are also used and consumed every minute

each day on average. For slightly over a century, this company has become more recognized,

renowned, as well as the most widely distributed brands today than any other product. The

following table presents the company’s SWOT analysis.

Strengths Weaknesses

 Strong product identity – the firm is

widely renowned for its unique

identity. Its products are the most-

selling in history.

 Unmatched distribution system – has

the most effective and highly extensive

brand distribution system.

 Great consumer loyalty and brand

association – is considered as the

globe’s loved brand.

 Greatest brand equity

 The company has over the years been

engrossed in aggressive competition

with its close competitor Pepsi.

 The company also has a relatively

lower product diversification when

compared with other companies such as

Pepsi.

 It is also common that carbonated

products have been regarded as major

sources of health concerns, with high

sugar intakes. Such products are also

COCA-COLA AND PINTEREST: FLAVORED BY COKE 4

 It has the greatest global reach,

reaching millions of customers across

the world.

 Greatest brand valuation – the company

is listed as the third-best world brand,

with an approximated brand worth of

$79 billion.

 The company is also a dominant market

share in the soft drinks industry or

market.

associated with diseases such as obesity

as well as diabetes. Thus, given that the

company is the greatest producer of

such products, the company has

received many controversies over time.

Opportunities Threats

 The company has a great ability to

launch as well as diversify its product

offerings to new market segments.

 Packed drinking water – the company

owns many packed water products and

there is a great potential for expansion

for new markets.

 Because the company’s business

largely depends on logistics and

superior supply chain, it has a good

opportunity of developing more

advanced systems.

 Direct as well as indirect competition

from other major companies such as

Pepsi.

 The company also continues to face

several packaging controversies,

especially with its use of plastic bottles.

 The organization also continues to face

several water usage litigations and

controversies in many parts of the

world, especially with several claims of

water contaminations.

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 There are many regions and areas

around the world that are experiencing

hot climates and that have a higher

consumption of cold drinks. Thus, the

company can increase its presence in

these markets.

New Product or Service Rationale

The flavored by Coke initiative is expected to create more beverage alternatives for its

customers to meet its consumers’ changing preferences, tastes, as well as way of life. Besides, it

is also a mark of the company’s continued and ongoing brand upgrade and expansion program.

Moreover, this initiative will also reinstate the Coca-Cola’s enduring commitment to moving

swiftly, taking smart risks, as well as initiating innovations to bring more offerings into the shelf

(Coca Cola, 2019). Moreover, Coca-Cola and Pinterest’s partnership will also be more appealing

to its users because it will give users a personalized flavor with a company that is an all-time

loved and cherished by many.

The 4 Ps Analyses

Product

The product strategy, and mix in the partnership marketing efforts, will be explained by

an extensively promoted flavor. The company can offer several types and categories of product

flavors. In addition, the Coke Flavor can be marketed and sold in different sizes and packaging

COCA-COLA AND PINTEREST: FLAVORED BY COKE 6

materials. Its logo will also be used to offer a clear depiction while featuring a unique shape.

From the Coke flavor, the company can further built a high market share in addition to

outstanding growth level in its market.

Pricing Model

The company’s pricing strategy will be effective, winning, and wisely chosen. In

particular, the company will follow a second-degree price discrimination approach in its

marketing efforts. With this strategy, the company can charge different prices for its different

flavors. In most markets, the firm may decide on prices, which are similar to its competitors.

However, it can also offer different discounts on consumers wishing to purchase bulk products.

Placement

As the market leader over the last century, the company has been able to operate in more

than 200 countries around the globe. With such a huge network, Coca-Cola can develop an

extensive distribution system for all flavored Coke.

Promotion

This company has also set a profound mark for its product marketing, advertising, as well

as promotion. In this regard, Coke can integrate aggressive marketing efforts, especially using

Pinterest’s platform to reach millions of users (MacFadyen, Stead, & Hastings, 2012).

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References

Coca Cola. (2019). Coca Cola’s Journey: refreshing the world, one story at a time. Retrieved

from https://www.coca-colacompany.com/

MacFadyen, L., Stead, M., & Hastings, G. (2012). Social marketing. In The marketing book (pp.

724-755). Routledge.

Pendergrast, M. (2013). For god, country, and coca-cola. Basic Books.

Pendergrast, M. (2000). For god, country, and Coca-Cola. Basic Books.