MMGP– Coca-Cola
MMPG – Coca-Cola
Monique Settles, Daniel Shadle, Andy Staples, Angie Trumps
BUSI 520 Strategic Marketing Management
Professor Muriel Wilson
Liberty University
1
MMGP– Coca-Cola
Introduction
The purpose of this research paper is to provide an in-depth analysis of the Coca-Cola
Company with an emphasis on its marketing strategy. In a collaborative effort, we provide a brief
background of Coca-Cola and further investigate the company’s market analysis, the company’s
emphasis on branding and promoting its products, the effect of social media and how it is used
technological advances to increase its brand globally, how services and pricing affect customer
satisfaction, and conclude with the recommendations we believe would have a positive impact on
the company moving into the future.
History
The Coca-Cola Company was founded in downtown Atlanta Georgia in 1886. First
served at Jacob’s Pharmacy by its creator John S. Pemberton, selling only nine drinks a day, the
Coca-Cola Company has become one of the most admired brand and best-known trademark in
the world which now accounts for 1.7 billion drinks a day which equates to about 19,400
beverages every second (Coca-Cola Company, 2011). 131 years and counting, they continue to
be at the forefront of mass marketing, trying to the appeal to the audience globally and more
recently has become heavily involved and going green by putting a massive effort in creating
recyclable materials through plant based materials.
Background Information
Coca-Cola’s products vary depending on where the market is located globally. It is the
world’s most recognizable brand (Coca-Cola, 2011) and has varying positions in different
markets. The brands featured in its main market of North America are the Coca-Cola Company,
Coca-Cola, Sprite, Fanta, Diet Coke, Coca-Cola Zero, Coca-Cola Life, Dasani, Minute Maid,
Ciel, PowerAde, Simply Orange, Coca-Cola Light, Fresca, Vitamin Water, Smart Water, Mellow
2
MMGP– Coca-Cola
Yellow, Fuse, Fuse Tea, Honest Tea, Odwalla, Performance Zero, Coca-Cola Freestyle, World of
Coca-Cola, and Coca-Cola Store. The totality of these brands comprises over 3000 products
that the Coca-Cola Company markets globally to its consumers in over 200 countries.
Old and New 4Ps
Coca-Cola has expanded the company’s brand by increasing its distribution network. The
company has remained successful because it has made its products accessible addressing both
dimensions of availability and convenience (Kotler & Keller, 2016). In 2010 on a per capita
consumption (in 8 fl. oz. servings) Mexico lead the way with 675 (Coca-Cola, 2011). This
compared to India’s 11 has prompted a heavy focus on India as it carries a population of over 1
billion people.
1887 Coca-Cola used coupons to promote its product (Coca-Cola Company, 2011).
While in some ways times have not changed much in that you can still collect your Sunday paper
to clip coupons for many of the Coca-Cola brands. The company’s primary promotional tool is
aggressive marketing through media whether that is commercials on TV or through social media
and online ads as digital marketing has increased tremendously over the last decade. Though the
digital age is upon us the traditional promotional strategies should not be overlooked as studies
suggest they still impact consumer choices (Adesoga, 2016).
Product pricing is influenced by a variety of factors. Market segmentation or more
specifically geographic segmentation influences price differences regionally as well as globally.
Different markets may have different preferences and because of this segmentation prices on
products can vary which also indirectly affects the brands and products produced in a specific
segment. Competition is another factor that influences prices.
3
MMGP– Coca-Cola
Coca-Cola has changed its marketing strategy over the years by changing the way they
see the shoppers that purchase their products not simply as consumers but as people. Coca-Cola
has made an effort to engage its customers in real time. Social media has provided an avenue to
meet this need while the company continues to promote its product it is also started in various
social campaigns and movement such as #anygivenTuesday (Coca-Cola Company, 2011) to
connect with its customers.
A company like Coca-Cola doesn’t survive 131 years without taking the marketing
process seriously. Part of that process is focusing on corporate social responsibility (CSR).
CSR emphasizes sustainability to product innovation, marketing innovation, sustainability
innovation, and system innovation (Epstein, 2012). While Coca-Cola will continue to be
remembered for its classic soda, the brand has grown much larger as it becomes the face of world
initiatives that brings clean water and agriculture to communities while empowering women
farmers as they lead the charge in and social challenges.
All the firm’s consumer directed activities are reflected by its programs. They began to
realize that while marketing its products produced sales initiatives focused on helping its
consumers could have an even greater impact on this brand. As the company continues to work
its way back into India an experiment in CSR by Coca-Cola India focused on efficient water
management.
Coca-Cola continually evaluate its products from a health standard and has reformulated
more than 200 drinks globally in an effort to reduce the amount of added sugar consumed. This
is in direct support of the World Health Organization’s recommendation of daily caloric intake in
regard to sugar. Coca-Cola has also become more involved in workplace rights with a specific
emphasis on ending child labor in supply chains. As members of the Child labor platform, Coca-
4
MMGP– Coca-Cola
Cola believe it’s everyone’s business in advocating for human and workplace rights include
ending child labor. Climate protection is another Area of emphasis by the Coca-Cola marketing
committee. Through its sustainability efforts they have we formulated their packaging process
which has reduced the CO2 emissions by 14% with its current goal of reducing hits carbon
footprint by 25% in 2020 (Coca-Cola Company, 2011).
Trends
Coca-Cola stands apart from many other companies in the way that it has transcended
numerous demographic barriers. The company has become a cultural icon due to its marketing
efforts and adoption by developing markets. The only countries in which Coca-Cola has yet to
sell their product are North Korea and Cuba (“Coca-Cola Plant Opens in Myanmar,” 2013).
Nearly half the adults in the United States drink at least one soda a day. Among those adults, the
average daily consumption is closer to 3 beverages (Saad, 2012). While Coca-Cola has a
massive demographic presence, there is a growing trend that is disrupting Coca-Cola’s growth.
Bottled water consumption has been on the rise for years. In 2003 the Beverage Marketing
Corporation (2003) stated that “If current trends continue, with bottled water growing strong and
carbonated soft drinks moving slowly, bottled water could overtake soft drinks by the end of the
next decade.” DeMaster (2006) quotes Manny Goldman, president of Goldman Consulting
Services who stated, "People in this country more than ever have a keen interest in health" (p. 2).
Energy drinks have quickly taken a large portion of the market since red bulls release in
1997 (Reissig, Strain, & Griffiths, 2009). Since the year 2000, the growth rate of energy drinks is
up 700%. Consumers spent $744 million from 2006 to 2007 on energy drinks (Rath, 2012).
FocusEconomics (2017) found that the global economy is strong and growing at rates similar to
what had been seen 2 years ago. The economy has grown by over 3% in the third quarter of this
5
MMGP– Coca-Cola
year. They found that emerging markets performance was improving as the global economy has
found a solid position. The firm believes that the global economy will continue to grow at a rate
of over 3% in 2018. The major beverage firms are divesting some of their interest in sodas into
bottled water and energy drinks. These alternative beverages are allowing the Coca-Cola
Company and PepsiCo to mitigate the losses from the shrinking demand for soda.
Advances in Technology
While Coca-Cola has enjoyed the success of being the top grossing soft drink company
many have recently seen the company as somewhat of a stalemate in keeping up with the
demands of technological advances. Coca-Cola has long been viewed as a branding giant in the
field of marketing.
The rise of the Internet has disrupted Coca-Cola’s formula for advertisement. Through
technological advances the customer base has gained more knowledge about their health. “What
once worked so well for them no longer reflects the constantly changing market conditions,
namely increased competition from other key players and a more health-aware consumer base”
(Strategic Direction, 19). Coca-Cola perceived lack of adopting to the new environment has lead
them to be criticized by analyst. “Even when they discovered that sales were down was due to a
more health-concise consumer base, Coca-Cola is frequently criticized for failing to innovate”
(Strategic Direction, 19). The same product line constitutes a large amount of Coca-Cola’s
revenue. “… carbonated soda drinks still bring in 86% of the firm’s turnover” (Strategic
Direction, 19).
Social and Cultural Factors
Advertising, in general, has been since the first half of the twentieth century, the carrier of
various ideological messages, a behavior shaper and the creator of new myths” [Flo16]. The
6
MMGP– Coca-Cola
marketing of a product is like the lifeline of that product. Marketing a product is meant to entice
an individual or group of individuals into buying or consuming a product. The more enticing the
marketing campaign, the more likely it is for someone to purchase the product. For example, for
individuals living in hotter climates, the opening of a crisp cold beverage with beads of water
dripping off the can would entice that person very much because of the warmer climate. This is a
well-known strategy.
Consumer Taste and Preference
Sometimes the biggest dilemma is deciding between Coke and Pepsi but once a person
has a preference, that person tends to stick with it. The Coca-Cola Company understands this,
and therefore they cater to the taste and the preference of the consumer. “Coca-Cola is “moving
at the speed of the consumer” in its flagship market by evolving both its business model and how
it measures success” [How]. “While Coke’s sparkling volume in the U.S. has declined in recent
years, total transactions - how many times people buy the company’s beverages – are on the rise”
[How]. The company has discovered that if they give the consumer the size of the product they
desire, price is not an option. “We’re diversifying our portfolio more rapidly – whether its new
packaging, new flavors or variants in established categories, or expanding into entirely new
categories” [How].
Market Analysis
Cultural Factors
In order for the Coca-Cola team to effectively market its products to customers, they must
understand who those customers are. People’s needs and wants can be drastically different.
“Culture is the fundamental determinant of a person’s wants and behavior” (Kotler & Keller,
7
MMGP– Coca-Cola
2016, pg. 157). Geert Hofstede did extensive research on culture and its effects on behavior
noting that culture could not be changed but one should understand and respect it.
Coca-Cola acknowledged India has the potential to be its third largest market (Trefis Team,
2017). Coca-Cola recognized milk is deeply rooted in Indian culture. Enter VIO in 2016, a milk
based drink that Coca-Cola formulated with saffron and almond flavors to cater to the Indian
consumers (George, 2017). This product has become a win-win for Coca-Cola India because it
helps repair its reputation with the locals as well as increasing its brand sales.
Social Factors
Social factors are shaped by family, reference groups, and social status which affect
buying behavior as well. For consumers over the age of 28 carbonated drinks have become less
attractive. 2015 study by Beverage Digest (Kell, 2016) revealed soda sales continued to decline
as many consumers look for healthier alternatives. Coca-Cola has combated the perception of its
unhealthy soda drinks by moving into other beverage categories such as juice, tea, and even
coffees. In one of the more recent branding strategies, Coca-Cola renamed and repackaged a
previous product known as Coke Zero to Coke Zero Sugar and its packaging was changed to the
traditional iconic red Coca-Cola disc (Journey Staff, 2017).
Personal Factors
Personal factors such as age, occupation, economic status, as well as your personal
lifestyle and values can influence purchase behavior. Coca-Cola is aware of all the personal
factors that they must overcome to get one of their beverages in a consumer’s hand. For the
athlete, they provide brands such as PowerAde Zero or Vitamin Water. For the adolescent, a
parent might choose Minute Maid or Simply Beverage brand. For the hard worker who is
always on the go a Coca-Cola classic, Sprite or Fanta could be there to go to beverage of choice.
8
MMGP– Coca-Cola
Psychological Factors
In order for a company to create a sound customer base they must understand what
appeals to the population subconsciously. The company must have knowledge about what
motivates their target consumer. “Some needs are biogenic; they arise from psychological states
of tension such as hunger, thirst, or discomfort” (Kolter & Keller, 2016, pg. 165). Marketing
strategies who need to appeal the needs for people to feel like the services or goods to make them
feel better and provide them a sense of community.
The theory of human motivation has been a topic of study for years. The company has
however found recently that the general consumer base has become more health conscious.
Coca-Cola has chosen to stay with the strategy that gained them the success they have enjoyed.
Even though, they acknowledged that there is a change in consumer’s desire Coca-Cola “… still
brings in 86% of the firm’s turnover, and so Coca-Cola remains committed to this strategy”
(Strategic Direction, 2006). Coca-Cola has been effective in hitting all the factors in their
advertisement. They have been extremely successful at branding themselves as the long-standing
family friendly and good-fell company. While Coca-Cola has neglected to innovate to include
more healthy choices, their consistency has actually been attractive to customers.
Market Segmentation
Geography is one of the largest segmentation of the Coca-Cola Company. The
company currently sells their products in over 200 countries. The company states that while the
flagship beverages are universal, there are certain drinks which are location specific.
Geographic targeting can clearly be seen by navigating to one of Coca-Cola’s country-
specific sites. “The Korean website portrays… two very modern adolescents… dressed in
fashionable casual clothes. The Malawi website is at the other end of the spectrum and uses an
9
MMGP– Coca-Cola
image of a mature woman in traditional clothing” (Being delicious, 2006, p. 28). This geographic
segmentation can further be noticed in the verbiage used on Coca-Cola’s Chinese website. While
the site is instantly recognizable due to Coca-Cola’s branding, the verbiage pays homage to the
Chinese Communist ethos (Being delicious, 2006).
Coca-Cola also segments its target markets based on the health-conscious consumer. The
Coca-Cola product page breaks down the different beverages manufactured, of these, Diet Coke,
Coke Zero/ Coke Zero Sugar, and Coke Life are produced as healthy alternatives in the United
States. Diet Coke and the Coke Zero beverages are promoted for their zero calories and zero
carbs.
The Coca-Cola company also has a strong presence in the athletic market segment with
its PowerAde sports drink and partial ownership of Monster energy drinks. In 2010 PowerAde
launched a global campaign that will give athletes the inspiration and ability to "Keep Playing”
(PowerAde launch, 2010). PowerAde was also chosen by FIFA to Hydrate 2010 FIFA World Cup
Players (PowerAde launch, 2010). The Coca-Cola company also has sponsorship contracts with
EA Sports, NHRA, NASCAR, NBA, NCAA, and the Olympic games (Coca-Cola Sponsorships,
2012).
The attractiveness of the health market can be seen through the national shift away from
soda towards water, energy drinks, and healthy sodas. Per the Food Industry Report, “Consumers
are becoming more aware of the amount and type of sugar they take into their bodies now as
well, and sugar-free or less sweet drinks are becoming another trend” (2008, para. 3). The
Beverage Industry referenced Euromonitor Internationals findings stating that the health and
wellness industry had a value of $774 billion in 2014 with a growth rate near 7%.
10
MMGP– Coca-Cola
The athletic market segment is also growing at a rapid rate. Euromonitor found that off-
trade drink sales rose to 15.6 billion at a rate of 4% in 2013 (Sports and Energy, 2014). This
growth has continued into 2016 with a rate of 7% (Sports Drinks, 2017). The sports drink market
is currently dominated by PepsiCo and Coca-Cola with the Gatorade and PowerAde beverages
(Research and markets, 2016). The growth rate is expected to continue at least through 2020
(Research and markets, 2016).
The Coca-Cola Company should, and does, pursue a full market coverage strategy for
many of its products. While some products are regionally specific, Coca-Cola’s primary
beverages are universally available in all 200 countries. This full market coverage for many of
Coca-Cola’s products allows for economies of scale leading to some reduction in operational
cost. Coca-Cola uses a mass marketing approach to sell their top beverages.
“Companies cannot connect with all customers in large, broad, or diverse markets. They
need to identify the market segments they can serve effectively” (Kotler & Keller, 2016, p. 244).
By specifying a target market, a company can narrow down what is popular within that particular
market. The Coca-Cola Company targets those who are 12 years and above and tries to keep the
marketing commercials veered toward the older generation even though the company claims to
not have a specific target. It has also recently started targeting the obesity epidemic to try and cut
down on worldwide health problems.
To address each target market that The Coca-Cola Company has, it produces different
products. For the obesity campaign, the company made smaller size drinks and revamped their
diet sodas and juices. The company also released new commercials in hopes to change how the
public in takes daily calories. “The Coca-Cola commercial says, “The simple common-sense fact
is that all calories count, no matter where they come from . . . If you eat or drink more calories
11
MMGP– Coca-Cola
than you burn off you will gain weight” (Tanne, 2013, p. 346). For this market, the company
focuses on the nutritional values of the products and trying to educate the public.
For the different age and international markets, the company keeps a large variety of
flavorful products rolling out of the factory. Coca-Cola is targeting the entire world and wants to
bring together everyone with one common aspect-thirst. The company is attempting to untie the
world with jingles about one brand. “New 'One Brand' global marketing strategy that, for the first
time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola
Life under the iconic Coca-Cola brand positioning in one global creative campaign, "Taste the
Feeling” (The Coca-Cola Company, 2016, p. 3). The company continues to roll out new and
different flavors but also keeps most of the original advertising that it started with to keep up
with the target markets.
Positioning
Brand positioning is an important aspect of a company’s marketing. Per Kotler and
Keller, “a good brand positioning helps guide marketing strategy by clarifying the brand’s
essence, identifying the goals it helps the consumer achieve, and showing how it does so in a
unique way” (2016, p. 297).
In the positioning statement above Coca-Cola is positioned based on multiple
characteristics. Harrison-Walker found that there are “six approaches to positioning…: (1) by
attribute, (2) by use, (3) by user, (4) by product category, (5) by price/quality, and (6) competitive
positioning” (2011, p. 137). These six approaches allow a company to concentrate the element
of their brand positioning to create a solidified positioning statement. By narrowing the scope of
the brand’s positioning, a company can create a more concise statement that will more readily
assist a consumer in identifying the product or services goals.
12
MMGP– Coca-Cola
Positioning is one of the most important aspects of marketing (Urde & Koch, 2014).
Coca-Cola has thus been working on repositioning itself to bring more cohesion to its flagship
beverage lines. In the article Zacks investment research: The Coca-Cola company starts 'taste
the feeling' campaign (2016) the author notes that repositioning is taking place under a marketing
campaign with the tagline: ‘Taste the Feeling’. This is one of the largest marketing campaigns
that Coca-Cola has released in recent years (Zacks investment, 2016).
With the continued shift away from sugary beverages, Coca-Cola is “reinforcing that…
[their beverage] is for everybody” (Moye, 2016, para. 3). Chief Marketing Officer Marcos de
Quinto stressed that the Coca-Cola brand is larger than Coca-Cola original to fully encompass
“Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero and Coca-Cola Life” (Moye, 2016, para. 2).
Coca-Cola is repositioning to show that is “commitment to choose, offering consumers
whichever Coca-Cola suits their taste” (Moye, 2016, para. 2).
Competition
Coca-Cola is often seen as the most recognizable brand in the world. A study conducted
by business insider determined that 94% of the world population recognizes the red and white
Coca-Cola logo soda can[The17]. To be a long-term market leader, “growth is essential for the
success of any firm” (Kotler & Keller, 2016). By growing their market share beyond Atlanta and
developing a brand of that is globally recognized has allowed them to be the market leader of
nonalcoholic beverages since they were founded.
The strength of many companies in the 21st century can be derived by its brand. Coca-
Cola is universally recognized, and it is no accident that they have been around in this country
for over 130 years. Brand awareness is probably the greatest strength of the company has, which
in turn has led to other advantages. Coca-Cola made an emphasis on telling its customers who
13
MMGP– Coca-Cola
they were throughout its history. In the 1900s Coca-Cola was “the most refreshing drink in the
world.” In the 1940s they defined themselves as “the only thing like Coca-Cola is Coca-Cola
itself.” The equity the company has built with the brand has given them an economical
advantage over its competitors. With such a strong brand, it is no surprise that customer loyalty
is another key strength that has allowed the company’s valuation to be over $79 billion. The
company owns four of the world’s top five nonalcoholic beverage brands: Coca-Cola, Diet Coke,
Fanta, and Sprite. Given how large the company is and its massive market dominance, it can
exercise its market power over suppliers and its competitors, it also has power over customers as
it continues to influence consumer purchasing habits through its marketing campaigns, and its
economies of scale allow the company to sell its products at very competitive pricing.
Being a global company also presents its own set of challenges. Some of the countries in
which it operates don’t have the luxury of having stable economies. Coca-Cola is susceptible to
currency fluctuations in other countries which can ultimately affect the bottom line. Increases or
decreases in the value of the dollar against common currencies such as the Japanese yen or the
Mexican peso can dramatically impact revenue, income, and expenses.
As the company continues to expand its market share by identifying points of entry in
different countries it becomes financially reasonable to set up production companies within those
countries. As discussed previously, the company looked to enter the Indian market and in doing
so they found themselves in a negative controversy because of Coca-Cola’s water management
strategy. While many of us see Coca-Cola as a sugary drink we often forget the main ingredient
is water. Many countries around the world do not have the liberty of water being a readily
available resource. In India, where water is a limited resource and sometimes a scarce resource
depending on location, it becomes a very valuable resource that must be cared for. Being a main
14
MMGP– Coca-Cola
ingredient for a Coca-Cola and its products can become a weakness as this resource continues to
be limited around the world especially as our population continues to grow.
Product Branding
“Coca-Cola’s overall brand promise had been about refreshment for the past century
when seven years ago Coca-Cola moved away from refreshment because it had become a point
of parity with competitors and began to focus on the emotional consumer territory of open
happiness” [Luc15]. The company wants the public to explore the options within each product.
Coca-Cola’s promise to its consumers is “be the brand-inspire creativity, passion, optimism and
fun” [The17]. The company takes on many diversified cultures and molds themselves into what
that specific culture wants and needs. The mission is to “To refresh the world, to inspire
moments of optimism and happiness and to create value and make a difference” [The17].
Since the Coca-Cola company has decided to redesign their branding, it gives the
company a great opportunity to go above and beyond what it has already accomplished. “The
decision and launch is an important one for Coca-Cola, as it is for any marketer who manages a
larger brand or product portfolio. It offers the potential for greater clarity, synergy and leverage”
[Luc15]. Coca-Cola has branded themselves at a higher standard than their rival Pepsi. This is
how they position themselves and their products in the market.
The company pushes the slogan the “Real One” so customers perceive the company and
the only true and real product. This company listens to the needs and wants of its consumers and
does the best it can to roll out the products to ensure the satisfaction of those consumers. “It’s
just fizzy brown sugar water,” but in one of the most masterful marketing efforts of the 20th
century, Coca-Cola Co. managed to transform its soda into a brand that promises to “make the
world a better place” [Kra99]. This company tries to integrate into each and every part of the
15
MMGP– Coca-Cola
market by developing products that are designed for a specific culture. “Coca-Cola’s brand
promise takes a bit of a different route. It does not mention the product or service, but instead
aims to convey a mindset held by all of those that are a part of the company. With a brand
promise like this, Coca-Cola positions themselves as a lifestyle brand that is about much more
than just manufacturing popular drinks” [Lei14]. With the market constantly changing, Coca-
Cola changes and adapts with it. They listen, learn, and move forward to produce new and
exciting products that keep their loyal consumers satisfied and the new one coming.
It is imperative for a company to ensure that they are branding themselves in way that
makes them standout from other companies. The consumer needs to be able to identify the
product and prefer that product over others. “Consumers must see the brand association as
distinctive and superior to relevant competitors” (Kotler & Keller, 2016). “On average, more
than 10,000 soft drinks from Coca-Cola are consumed every second of every day” (O’Reilly,
2015). Since the founding of the Coca-Cola Company, they have had one main competitor.
“Almost since they were founded, Coca-Cola and PepsiCo, Inc. have battled each other for
market share in the soft drink industry” (Barney, 1995). This method of being consistent with
their products is also an element of their brand that has aided in them standing out from their
competition.
The most useful element that Coca-Cola’s brand is that people are very knowledgeable
about their product. The high level of recognition all around the world allows consumers to
easily identify with the brand no matter where they may be at any given time. It appears that
Coca- Cola too understand that their logo recognition is one of their most prized attributes. “It is
widely recognized that the intrinsic value of Coca-Cola rests largely within its trademark” (Busse
& Bowen).
16
MMGP– Coca-Cola
Services and Pricing
Services
The Coca-Cola company sells a pure tangible good that does not
include any service. On the other end of the spectrum are products which are
completely intangible. While Coca-Cola themselves offer only one support
services but due to the company’s structure, there are some support
services that fall under the brand. When Coca-Cola sells its products to the
bottling partners there is really not any support service included. There are
also no support services for the eventual consumers since it is a business to
business sale.
The Coca-Cola company has a very interesting business model which
leads to support services in a less direct way. To understand the support
services, the business model needs to be discussed first. According to Coca-
Cola, they own their own brand and creates the concentrates, beverage
bases and syrups. The company then sells these products to its bottling
partners. The bottling partners are the ones who distribute the products
worldwide. This is referred to by Coca-Cola as the Coca-Cola system. This is
an important distinction to make because Coca-Cola does not offer any
support services, yet its bottling partners working within their Coca-Cola
system under the Coca-Cola brand due offer some support services (The
Coca-Cola System, n.d.).
Coca-Cola notes that there are 275 bottling partners who together
have over 900 bottling and manufacturing facilities (History of Bottling, n.d.).
17
MMGP– Coca-Cola
These individual partners each offer different support services to their
customers. The customers of the bottling partners are the stores and
business where the beverages are sold and/or where the vending machines
and soda fountains are housed. These customers are the ones who benefit
from the support services of the bottling partners. These support services
vary between the different organizations but amount to service contracts on
vending machines, online portals for customers, etc.
So, while Coca-Cola is very close to a pure tangible good. There are
some support services offered to customers by the Coca-Cola bottling
partners, who while not members of Coca-Cola, are still under the brand
name of Coca-Cola.
Competitor’s Support Services
The textbook defines service as “…any act or performance one party
can offer to another that is essentially intangible and does not result in the
ownership of anything” (Kotler &Keller, 2014). Coca-Cola main competitor is
Pepsi Co. Both companies have enjoyed great success through many
decades with Coca-Cola remaining the leader in their industry. When it
comes to the services that Pepsi Co. offers their customers, the main aspect
is that they have introduced healthier products into their product line.
The items that Pepsi provides in their product line fall into the category
of a pure tangible good. Pure tangible goods are items “… such as soap,
toothpaste, or salt, with no accompanying services” (Kotler & Keller, 2014).
Pepsi has decided to offer more health concise customers healthier items.
18
MMGP– Coca-Cola
In 2015 Pepsi Co “launched a vending machine in the US that gives
customers detailed nutritional information on each product” (Morton, 2015).
Pepsi decided that they would offer their customers healthier options
“Customers want more choices when it comes to what they eat and drink on
the go and providing the choices they want” (Morton, 2015).
If there should be a shift from the demand for carbonated drinks could
decrease. Coca-Cola would need to explore if this is a possibility and
implement.
Pepsi Co. has experienced higher sales than they expected. They have
continued to increase their revenue every quarter. This has been due to
their company’s product strategy to branch out and include healthier options
in their lineup. Coca-Cola is still the leader in the soft drink industry even
with Pepsi Company's expansion of products they offer. It may be beneficial
for Coca-Cola to begin to expand into the industry of offering healthier
options. The demand for the carbonated sodas appears to be on the decline.
“But the broader outlook for carbonated beverages isn't so good, says
Agnese, with demand weakening "as consumers seek out healthier
alternatives to sugary soft-drinks" (Horovitz, 2015). This could be
problematic for Coca-Cola Co if the demand for carbonated soft drinks
continues to decline.
Post-Sale Repairs/Services
Some may think that the sale is the most important part of company’s
marketing strategy, but it is the sale and the post-sale that together that
19
MMGP– Coca-Cola
make a difference to the consumer. The consumer does not want to be just a
memory once the sale is complete. They want to be assured that follow up
repairs and services can be counted on without any hassled from the selling
company. Coca-Cola not only sells drink products but is also sells and rents
machines where the products are sold. Post-sale is in the favor of the
company to make sure that the buyer has some type of refill and service
system in place. This is important for both the seller and buyer. The seller
wants to maintain a positive relationship with the buyer for purchases and
for future recommendations. Service after the sale is just as important as the
sale. If a company keeps the consumer happy, the consumer is likely to
return for future purchases.
Services
Managing customer satisfaction plays a very important role on the
company’s success. Companies can create products but must eventually find
ways to differentiate themselves. One such area companies do this is
focusing on customer relations. In a book by Hong Davidson titled ‘Offensive
Marketing’ he discussed an idea that companies should embrace a marketing
strategy which “obliges the company to innovate continually, to plan what is
best for number one, rather than following competition, and to respond to
competitors moves by counter attack” (Adebayo & Mnipr, 2017). Coca-Cola
a company that has been the leader in the beverage industry for over 100
years as a perfect example of an organization who has had an offensive
20
MMGP– Coca-Cola
marketing strategy. A tremendous amount of effort by the organization is
focused on how the brand can bring customer satisfaction.
When a company creates a great product, and rolls it out the market
they should continually check-in with the customer to ensure its meeting
their needs (Edward Lowe Foundation, n.d.). Coca-Cola fell victim to
complacency years ago when they decided to change their Coca-Cola
formula. This created an uproar amongst their consumer base which lead to
a decrease in profits as the company quickly went back to its original
formula. Complacency kills a product but a loyal following could launch a
company to be an industry leader. Customer service pays off. It is more
cost-effective to retain current customer than attract new ones (Carson
research consulting, Inc., n.d.). According to US Consumer Affairs
Department it cost five times more to gain a new customer than to retain an
existing one. Other studies of shown that a 5% increase in customer
retention has the potential to increase revenues by 25% (Lawrence, 2012).
Coca-Cola’s customer base extends far beyond just the individual
consumer buying a beverage. Its customers would include supermarkets, gas
stations, theaters, recreational parks, hotels, restaurants, and many others.
It’s bottling division, Coca-Cola HBC, created five core principles to excel in
its marketplace execution: availability, affordability, acceptability, activation,
and attitude. Coca-Cola HBC consistently exceeds expectations. GfK, a hired
market research company, tracks customer opinions and interviews over
14,000 customers in various outlets as well as 800 account customers.
21
MMGP– Coca-Cola
Based on this research the company has full, accurate, and on time
deliveries 98% of the time. 95% of its customers save a meet or exceed
expectations (Coca-Cola HBC, 2017).
Whether the focus is on product and ingredient safety or ensuring
vendors orders are delivered in a timely fashion Coca-Cola has continued to
check in with its partners, customers and consumers to find out what they
want and how they want it. Coca-Cola has consistently found ways to create
demand through its branded development and consumer marketing
strategies and then meeting the demand with the assistance of all its
business partners whether it is the bottling company, production facility, or
sales team. The brand continues to grow as they take advantage of
technology just as their consumers have giving them the ability to check-in
and gauge the pulse of its current loyal customers as well as attracting new
customers.
Price Adaptions
“Coca-Cola appears on store shelves worldwide, even in the most hard-
to-reach villages in the developing world. That level of ubiquity results from
an intricate delivery network” (Goodier, 2015, p. 59). The most important
aspect of price adaption must be the research the company does about the
specific area where the product will be shipped. Each price will have to be
adjusted accordingly. “Companies usually do not set a single price but rather
develop a pricing structure that reflects variations in geographical demand
and costs, market-segment requirements, purchase timing, order levels,
22
MMGP– Coca-Cola
delivery frequency, guarantees, service contracts, and other factors” (Kotler
& Keller, 2016, p. 482). Price adaption is necessary because not all
demographic places are the same economically. Some price can be higher
but in some areas, the prices need to be lower to accommodate the cost of
living in that area. “In geographical pricing, the company decides how to
price its products to different customers in different locations and countries”
(Kotler & Keller, 2016, p. 482).
It is up to the company to do the research and find out what price is
good for each target area. They must consider how far the product must be
shipped especially since a lot of products will be shipped internationally. Price
adaption is also important when considering the market demand for the
product. “Usually, goods with low production costs have the largest price
flexibility because the organization can accept discounted retail prices and
still turn a profit” (Lister, 2017, p. 4). When the production of the product is
on the higher end of the scale, it does not leave much room for the prices to
be adjusted. The object is to make money in production and not lose money.
Price Changes
Price changes whether it is a price increase or a price cut can occur for
many reasons. One reason that a company may slash its price is due to
excess plant capacity. Which means they have too much product on hand
that is not selling. “The firm needs additional business and cannot generate
it through increased sales effort, product improvement, or other measures”
(Kotler & Keller, 2016, p. 486). Another reason a company would slash prices
23
MMGP– Coca-Cola
is to dominate the market with the lower prices. For example, if Dasani water
is not selling as much as the other brands, the company could lower the
price of their brand water to try and dominate the market. Consumers could
form a habit of buying Coca-Cola’s brand because it is at a lower cost. Price
should always be countered according to the demand for the product. Price
also depends on the size and quantity of the containers. Coca-Cola puts out
holiday products as well as some collectibles and the price on these items
will also vary from demand and demographic region. Also, depending on the
market penetration, the company will charge the same as its competitors, so
the consumers will not choose another brand because it is cheaper. Offering
promotional pricing on new products can get the company noticed by
consumers. The public is always interested and excited to try new things.
Promotions and Marketing
Promotions
There are several integrated marketing strategies that are available to companies when
deciding what route to take in marketing. Marketing communications is “… the means by which
firms attempt to inform, persuade, and remind consumers- directly or indirectly- about the
products and brands they sell (Kotler & Keller, 2016). To be able to appeal to the customer base
that comes from multiple background and experiences companies must implement a marketing
strategy that includes various ways to market your product to customers. This is known as
integrated marketing communications (IMC), where a company utilizes multiple means to
market and appeal to customers. These methods have the potential to “… affect a firm’s
business-to-business, marketing channel, customer-focused, and internally directed
24
MMGP– Coca-Cola
communication” (Clow & Baack, 2010). The eight modes include advertising, sales promotion,
events and experiences, public relations and publicity, online and social media marketing, mobile
marketing, direct and database, ad personal selling. The Coca Cola Company has utilized all of
these modes.
Coca-Cola was first officially advertised in a magazine in 1902. (Mexborough &
Rawmarsh, 2016). Since then Coca-Cola has expanded their advertisement with the implantation
of commercials on television. The company has also utilized the means of Internet
advertisement. The company can be seen in banners on social media. Coca Cola has also
sponsored sporting events such as NASCAR. With the Coca Cola emblem on the racecars while
the race is ongoing is a means to advertisement. They mail out coupons where they offer money
off of purchases of their products. They also offer at times a free product when they are releasing
it. This allows people to be riskier and try a new product they are unfamiliar with.
“As the number of Internet users increases daily, Internet advertising grows in importance
as one of the elements of the communications mix” [Bec03]. As it stands now marketers are
having trouble figuring new and improved ways to market products and services. Joe Tripodi,
Chief Marketing and Commercial Officer of The Coca-Cola Company, laid out his company
approach to brand reinvention and the strategy it adopted to winning over “Millennials”, those
crucial consumers born between the early 1980s and the early 2000” [Dan13].
Coke is focusing on five areas to be more innovated. Those five areas are “Packaging,
Partnerships, Products & Equipment, Consumer Provocations, and Cultural Leadership”
[Dan13]. The company believes these areas are the most influential and can be accomplished
through the endless internet possibilities. The internet has ads and pop ups on nearly every site
25
MMGP– Coca-Cola
that a person searches. The Coke Company must make sure that any ads or special promotions
are attached to these websites such as Facebook, Instagram, and Twitter.
Board of Directors and constantly focused on the bottom line. As companies continue to
emphasis their efforts on becoming more efficient, a reduction in the workforce has become a
primary focus. One such way that companies have been able to reduce their costs is by spending
less on marketing. Traditional sources of marketing such as newspapers, TV, and radio tend to
be more expensive and are now losing out to the internet as companies choose the internet as
their main source of marketing. The advent of social media has allowed this cost cutting
maneuver to become a success. We are currently experiencing a social media revolution (Essays,
2013). When referring to social media we are speaking of some popular computer applications
such as Facebook, Twitter, Instagram, Snapchat, and Pinterest, just to name a few. If companies
can come up with a successful marketing strategy to promote on social media it can induce a
viral marketing stream allowing an exponentially greater amount people to see their products
versus traditionally marketing. As part of the company’s marketing strategy their desire is to
bring new customers to their products but studies continue to show that customer retention and
creating loyal customers brings far more value to the company’s bottom line. With this in mind
the traditional marketing strategy has been to get products to reach the market. Social media has
changed this traditional marketing strategy. Companies now have the ability to market
relationally, one-on-one with their customers. This allows customers to become more than just
consumers of products. They are now part of the marketing. Companies such as Nike and Coca-
Cola allow customers to personalize their purchases. All this is a direct reflection of social media
marketing.
26
MMGP– Coca-Cola
With a brand as well-known as Coca-Cola it is not hard to find followers or build a social
media audience. The focus for a Coca-Cola is understanding how each of the social network
channels can interact in concert with each other (Clark, 2013). Coca-Cola’s Facebook page has
over 100 million followers. A quick search on Twitter for Coca-Cola finds the Company has a
few different accounts. @Coca-Cola currently has 3.4 million followers. That is 3.4 million
customers the company has direct access to. The interactions between the followers and Coca-
Cola allow for an immediate feedback to determine the likes and dislikes of the customers.
Coca-Cola can post videos to promote products and events. They can measure customer
satisfaction by simply posting a quick survey. Specific to Twitter, Coca-Cola engages its
followers with crowd sourced content. This type of content allows followers to share content. If
and when that content is appreciated by its customers they begin to share it and the marketing
becomes a viral allowing to thousand tweets to potentially reach 1 billion impressions [Shi14].
As part of the social media marketing Coca-Cola customer service employees directly engage the
Twitter followers. This direct-connect between the company and consumer builds the popularity
of the brand because consumers are becoming part of plan. This same strategy is employed by
the company over other popular social media brand such as Facebook, Instagram, and Tumbler,
all of which the company engages the individual consumer thereby building a personal
relationship with the hopes that the customer becomes a loyal customer.
Every company should be worried about delivering value to their customers no matter
what product or service that company sells. Delivering value is what makes the customer keep
coming back again and again. Coca-Cola does their best to assess the satisfaction of their
customers because it is important to know how they fell about the products the customers
consume. “We seek to better understand the impact of the Coca-Cola business along our entire
27
MMGP– Coca-Cola
value cycle and partner with our customers to address areas of concern and add value beyond our
beverage products” [The171]. Coke understands that customers want to reduce cost and receive
better quality products.
Coca-Cola’s current promotion is “Sip your way to festive offers. Tis' the season of
giving and receiving. Get in the spirit with great chances to win this holiday season! Plus, join us
by creating a holiday e-card or donating to schools and causes in your community” [COC17].
This promotion gives the consumer the chance to win prizes while drinking the product. They
scan the code in on the Coca-Cola app to see if they have won or to earn points toward free
items. There are also instant win prizes. The company is also allowing the consumers to send
holiday e-cards to people from the company’s website. The Coca-Cola company is doing its best
to make sure the customers is getting the best value for their money. So, by paying retail price for
products, customers are getting a chance to win great prizes and free Coke products as well as
getting a quench for their thirst.
Socially responsible marketing.
Coca-Cola provides an excellent example of a firm engaging in socially responsible
marketing. Coca-Cola discusses the efforts it has taken in its Responsible Marketing article
Coca-Cola has been striving to run marketing campaigns in line with the International Chamber
of Commerce Marketing & Advertising Code and the guideline’s they created for Responsible
Food and Beverage Marketing Communication. They also state that they believe parents and
caregivers deserve to be equipped with the necessary knowledge to make well-informed
decisions for their children (Responsible Marketing, 2016).
The Coca-Cola Company states that they are “dedicated to offering safe, quality
beverages, marketing those beverages responsibly and providing information consumers can
28
MMGP– Coca-Cola
trust” (Responsible Marketing, 2016). They say they do this by taking responsibility for their
marketing in regard to their beverages. Specifically, Coca-Cola created a “Reasonable Marketing
Policy” which dictates that the will not market their beverages to children under the age of 12
(Responsible Marketing, 2016). This means they “will not place any of our brands' marketing in
any media which directly targets children under 12, including television shows, print media,
websites, social media, movies and SMS/email marketing” (Responsible Marketing, 2016).
Further, Coca-Cola has decided to not allow their beverages to be sold in primary schools unless
directly requested by the school or parents/ caregivers.
Coca-Cola monitors this commitment by working with the International Food &
Beverage Alliance (IFBA) to track their compliance with their set standards. The IFBA found
that in 2015 Coca-Cola had maintained their commitment 97% to 100% across different
marketing mediums (Responsible Marketing, 2016).
One area where Coca-Cola should provide additional information to be more socially
responsible is the danger of sugar in their products. The number of studies showing connections
between sugar and problems like cancer and Alzheimer is immense. In the article The Sweet
Danger of Sugar (2017), The author found that too much sugar leads to the highest risk of
cardiovascular disease. The author further found that the largest quantity of sugar in American
society comes from sodas & fruit drinks.
George Redmon found that the “attraction of cancer cells to glucose-suggests that cancer
has a sweet tooth. And every sugary snack we feed our bodies fuels that attraction” (2014, p. 57).
He concludes that sugar fuels and strengthens cancer. Further research suggests that just 100
grams of carbohydrates can reduce the effectiveness of white blood cells that safeguard against
infection. One 16-ounce bottle of coke alone is responsible for about 52 grams. These studies are
29
MMGP– Coca-Cola
not alone. There are currently numerous studies published showing the relation of sugar to cancer
and a myriad of other diseases.
As the dangers of sugar continue to be studied and more papers are published regarding
its dangers, Coca-Cola needs to inform their consumers so they can be educated on the risk of
sugar consumption. Coca-Cola offers low sugar alternatives but they are only sold due to
consumer demand for fewer calories. Coca-Cola has a responsibility to its consumers to practice
socially responsible marketing by discussing the dangers of sugar.
Recommendation
Coca-Cola Co has remained at the top it’s industry without having to change much of its
product line. With customers becoming more knowledgeable and health concise, Coca-Cola may
find its popularity begin to decline. The company should begin to slowly expand into the realm
of healthier options for their customers who begin to look for beverages other than carbonated
beverages. This effort should be balanced with Coca-Cola maintaining their traditional marketing
and branding strategies. This is important due to the aspect of tradition being a major asset to
Coca Cola’s success.
Conclusion
Coca-Cola produces one of the world’s best-known products and it is the favorite product
of most households. Obviously, the Coca-Cola Company has done a tremendous job in
presenting themselves to their target markets as well as the general public, as it is a leader in the
beverage community. The success of the company has proven such. The company has built long
lasting relationships with its consumers and suppliers. They have a great delivery network. It is
understood that the company will be there even after the sale has been completed to follow up on
any concerns or needs that may arise. They make it know that the costumers are more than just
30
MMGP– Coca-Cola
consumers of their products but a mutual partner in the growth of their products. There is mutual
concern for the quality of the product as well how the company itself is perceived.
The Coca-Cola Company is always looking for ways to improve its products as well as
find ways to cut costs and save the consumers as much money as possible. They are also
steadfast in looking for new and improved ways to reinvent old products as well as new ones.
They are always on top of the Total Quality Management department to ensure that all aspects
are running smoothly. Coca-Cola has a reputation on honesty and truth and the public and
business community know this company can be trusted. They follow God’s Word as He states,
“And if you make a sale to your neighbor or buy from your neighbor, you shall not wrong one
another” (Leviticus 25:14, ESV).
Coca-Cola has also adapted well to the international market. They learned what each
culture wanted and rolled out products accordingly thus making continuous and permanent
consumers. The advertising that Coca-Cola has done and continues to do will ensure this
company continues to bring in new consumers and joyful profits for all involved. The Coca-Cola
Company continues to lead the competition in soft drinks and holiday specialties.
31
MMGP– Coca-Cola
References
2016 State of the Industry: CSD sales contract, innovation driving future success. (n.d.).
Retrieved December 01, 2017, from https://www.bevindustry.com/articles/89432-state-
of-the-industry-csd-sales-contract-innovation-driving-future-success
(2006) "Why Coca‐Cola has lost its fizz: Unwillingness to innovate is blamed for Coke's
weakened position in the cola war", Strategic Direction, Vol. 22 Issue: 1, pp.19-
21, https://doi.org/10.1108/02580540610635898
Adesoga, A. (2016). Examination of the Relevance of Traditional Promotional Strategy: A
Descriptive Method. Society for Marketing Advances Proceedings, 148-157. Retrieved
from http://ezproxy.liberty.edu/login?url=http://search.ebscohost.com/login.aspx?
direct=true&db=bth&AN=120607203&site=ehost-live&scope=site
Adebayo, O., & Mnipr, Amnim. (2017). Journal of Professional Administration.
Managing customer satisfaction. Retrieved from
http://cia.org.ng/files/articles/MANAGING-CUSTOMER-SATISFACTION.pdf
Avi, Dan. Just How Does Coca-Cola Reinvent Itself In A Changed World? 7 October 2013.
<https://www.forbes.com/sites/avidan/2013/10/07/just-how-does-coca-cola-reinvent-
itself-in-a-changed-world/ - 18753113a6bb>.
Becker-Olsen, K. L. " And now, a word from our sponsor: a look at the effects of sponsored
content and banner advertising." Journal of Advertising, 32(2), (2003): 17+. Retrieved
from http://link.galegroup.com.ezproxy.liberty.edu/apps/doc/A103796272/AONE?
u=vic_liberty&sid=AONE&xid=106c4998.
Being delicious and being happy: The Coca‐Cola Corporation can be deliciously happy about its
success in adopting a “local” marketing strategy in the world's biggest emerging
32
MMGP– Coca-Cola
consumer nation. (2006). Strategic Direction, 22(7), 27-29.
doi:10.1108/02580540610669071
Bhasin, H. (2017, April 14). Marketing strategy of Coca cola – Coca cola marketing strategy.
Retrieved from Marketing 91: https://www.marketing91.com/marketing-strategy-of-coca-
cola/
Carson research consulting, Inc. (n.d.). Carson research. Retrieved December
7, 2017, from Customer satisfaction and the success of your
organization:
http://www.carsonresearch.com/pdf/Carson_WhitePaper_Part1.pdf
Chaklader, B., & Gautam, N. (2013). Efficient Water Management through Public-Private
Partnership Model: An Experiment in CSR by Coca-Cola India. Vikalpa: The Journal for
Decision Makers, 38(4), 97-107. Retrieved from http://ezproxy.liberty.edu/login?
url=http://search.ebscohost.com/login.aspx?
direct=true&db=bth&AN=93404763&site=ehost-live&scope=site
Clark, W. (2013, March 20). Coca-Cola Company. Retrieved from Buzzworthy: Social at the
Heart Creates Impact : http://www.coca-colacompany.com/stories/buzzworthy-social-at-
the-heart-creates-impact
Clow, K. & Baack, D. (2010). Integrated Marketing, Promotion and Marketing
Communications. (4 ed.). Pearson Custom Publishing.
Coca-Cola. COCA-COLA BEVERAGES. DISCOVER WAYS YOU CAN EARN PERKS. 2017.
<https://us.coca-cola.com/offers/>.
33
MMGP– Coca-Cola
Coca-Cola HBC. (2017). Customer satisfaction. Retrieved from https://coca-
colahellenic.com/en/operations/sales-and-customers/customer-
satisfaction/
Coca-Cola co pulls coke range together for 'one brand' marketing position. (2016). Just-
Drinks.Com
Coca-Cola Journey Homepage. (n.d.). Retrieved December 01, 2017, from http://www.coca-
colacompany.com/
Coca-Cola Beverages & Products │ World of Coca-Cola. (n.d.). Retrieved December 01, 2017,
from https://www.worldofcoca-cola.com/about-us/coca-cola-beverages-products/
Coca-Cola Company. (2011). Coca-Cola Company. Retrieved from Coca-Cola History:
http://www.cocacolacompany.com/content/dam/journey/us/en/private/fileassets/pdf/2011/
05/Coca-Cola_125_years_booklet.pdf
Coca-Cola Plant Opens in Myanmar. (2013, June 04). Retrieved November 08,
2017, from http://www.coca-colacompany.com/press-center/press-
releases/coca-cola-starts-local-production-in-myanmar
Coburn, A., & McCafferty, P. (2016). The real olympic games. Sponsorship, schools, and the
olympics-the case of coca-cola. Taboo, 15(1), 23-40. Retrieved from
http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1789746992?accountid=12085 .
Coca-Cola Reveals New "One-Brand" Packaging. (2016, April 18). Retrieved December 04,
2017, from http://www.coca-colacompany.com/press-center/press-releases/coca-cola-
reveals-new-one-brand-packaging
34
MMGP– Coca-Cola
Coca-Cola. (cover story). (2011). Coca-Cola Case Study: The World’s Most Recognizable Brand,
1-18. Retrieved from http://ezproxy.liberty.edu/login?
url=http://search.ebscohost.com/login.aspx?
direct=true&db=bth&AN=74250837&site=ehost-live&scope=site
DeMasters, K. (2006). FIZZLED OUT. Supermarket News, 54(17), 85.
Retrieved from http://ezproxy.liberty.edu/login?url=https://search-
proquest-com.ezproxy.liberty.edu/docview/230711563?
accountid=12085
Dumitrescu, F. M. (2016). The Dimension Of The Socio-Cultural Brand Of Coca-Cola. Social
Sciences and Education Research Review.;3(2):, 48-54.
https://doaj.org/article/f0a568c332ec4df9bace1bb27e0e4db8.
Edward Lowe Foundation. (n.d.). Entrepreneur’s Resource Center. Retrieved
December 7, 2017, from How to Measure Customer Satisfaction:
http://edwardlowe.org/how-to-measure-customer-satisfaction/
Epstein, J. (2012). Forbes. Six reasons companies should embrace CSR. Retrieved from
https://www.forbes.com/sites/csr/2012/02/21/six-reasons-companies-should-embrace-
csr/#32802d433495
Essays, UK. (November 2013). The Role of Social Media in Marketing. Retrieved from
https://www.ukessays.com/services/example-essays/business/the-role-of-social-media-in-
marketing.php?cref=1
FocusEconomics. (2017, October 25). Major Economies Economic Outlook |
Data, Statistics & Forecasts. Retrieved November 09, 2017, from
https://www.focus-economics.com/regions/major-economies
35
MMGP– Coca-Cola
Gaiardelli, P., Resta, B., Martinez, V., Pinto, R., & Albores, P. (2013;2014;). A
classification model for product-service offerings. Journal of Cleaner
Production, 66, 507. doi:10.1016/j.jclepro.2013.11.032
George, Smriti. (2017). 5 Reasons VIO is Perfect for India. Retrieved from http://www.coca-
colaindia.com/choices/vios-flavours-with-the-Goodness-of-Milk
Goodier, R. (2015). What startups and governments can learn from Coca-
Cola. Appropriate Technology, 42(3), 59-61. Retrieved from
http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1721981066?accountid=12085.
Harrison-Walker, L. (2011). STRATEGIC POSITIONING OF NATIONS AS BRANDS. Journal
of International Business Research, 10(2), 135-147. Retrieved from
http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/886544700?accountid=12085
Healthy beverage sales to gain ground this year. (n.d.). Retrieved November 17, 2017,
from https://www.bevindustry.com/articles/87877-healthy-beverage-sales-to-gain-
ground-this-year
Healthy trend drives sales of functional beverages. (2008). The Food Institute Report, 81(4), 1.
History of Bottling. (n.d.). Retrieved December 07, 2017, from
http://www.coca-colacompany.com/our-company/history-of-bottling
Hobbs, T. (2016, Dec 12). Three challenges awaiting Coca-Cola’s new CEO.Marketing Week
(Online), Retrieved fromhttp://ezproxy.liberty.edu/login?url=https://search-
proquest-com.ezproxy.liberty.edu/docview/1847952167?
accountid=12085
36
MMGP– Coca-Cola
Hofstede, G. (n.d.). National Culture. Retrieved November 15, 2017, from Geert Hofstede:
https://www.hofstede-insights.com/models/national-culture/
Horovitz, B. (2015, Feb 12). PepsiCo has bright and bubbly Q4. Usa Today
Retrieved from http://ezproxy.liberty.edu/login?url=https://search-
proquestcom.ezproxy.liberty.edu/docview/1654762372?
accountid=12085
Journey Staff. (2017). What’s the difference between Coke Zero and Coca-Cola Zero Sugar.
Retrieved from Coca-Cola Company: http://www.coca-colacompany.com/coca-cola-
unbottled/what_s-the-difference-between-coke-zero-and-coca-cola--zero-suga
Jurevicius, O. (2017, July 24). Strategic Management. Retrieved November 28, 2017, from
Coca-Cola SWOT Analysis 2017: https://www.strategicmanagementinsight.com/swot-
analyses/coca-cola-swot-analysis.html
Kell, John. (2016). Soda consumption falls to 30 year low in the US. Retrieved from Fortune:
http://fortune.com/2016/03/29/soda-sales-drop-11th-year/
Kotler, P. T., & Keller, K. L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ:
Pearson, Inc.
Kramer, L. (1999). Marketers of the century: Coca-cola. Advertising Age, 70(51),30. Retrieved
from http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/208324144?accountid=12085
Lawrence, A. (2012, November 1). Forbes. Retrieved from Five customer
retention tips for entrepreneurs:
https://www.forbes.com/sites/alexlawrence/2012/11/01/five-customer-
retention-tips-for-entrepreneurs/#59309ec05e8d
37
MMGP– Coca-Cola
Leifer, K. (2014). The Best Brand Promise Examples We’ve Seen. Retrieved from Stella Service:
https://stellaservice.com/the-best-brand-promise-examples-weve-seen-2/
Lister, J. (2017). Price Adaptation Strategies and Marketing Management.
Retrieved from Chron: http://smallbusiness.chron.com/price-
adaptation-strategies-marketing-management-37396.html
Lucas, L. (2015, June 1). Coca-Cola And The Shift To The 'Branded House': Should Other
Marketers Consider A Similar Move? Retrieved from Forbes:
https://www.forbes.com/sites/onmarketing/2015/06/01/coca-cola-and-the-shift-to-the-
branded-house-should-other-marketers-consider-a-similar-move/#448cdd1d4217
Maloney, J. (2017, March 09). Soda Loses Its U.S. Crown: Americans Now
Drink More Bottled Water. Retrieved November 09, 2017, from
https://www.wsj.com/articles/soda-loses-its-u-s-crown-americans-now-
drink-more-bottled-water-1489082500
Morton, A. (2015, Dec 14). Healthy lines feature in PepsiCo's new "smart"
vending machine. Just - Food Global News Retrieved from
http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1748585675?accountid=12085
Moye, J. (2017, June 14). How Coke’s U.S. Business is Changing in Line with Consumer Tastes.
Retrieved from Coca-Cola Company: http://www.coca-colacompany.com/stories/how-
cokes-us-business-is-changing-in-line-with-consumer-taste
Moye, J. (2017, November 8). Coca-Cola Company. Retrieved November 29, 2017, from Coke
completes decade-long effort to return ownership of bottling operations to local partners:
38
MMGP– Coca-Cola
http://www.coca-colacompany.com/stories/coke-completes-decade-long-effort-to-return-
ownership-of-bottlin
PowerAde launches new global marketing campaign. (2010). Entertainment Close-Up.
Rarity and condition of Coca-Cola advertising is key to its value. (2016, Jul 19). South Yorkshire
Times Retrieved from http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1805477452?accountid=12085
Rath, M. (2012). Energy drinks: What is all the hype? the dangers of energy
drink consumption. Journal of the American Academy of Nurse
Practitioners, 24(2), 70-76. doi:10.1111/j.1745-7599.2011.00689.x
Redmon, George PhD., N.D. (2014). Sugar feeds cancer. Alternative Medicine, (18), 56-59.
Retrieved from http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1618958309?accountid=12085
Reeves, J. (2012). Forbes. Retrieved from used CSR:
https://www.forbes.com/sites/csr/2012/02/21/six-reasons-companies-should-embrace-
csr/#32802d433495
Reissig, C. J., Strain, E. C., & Griffiths, R. R. (2009). Caffeinated energy drinks
—A growing problem. Drug and Alcohol Dependence, 99(1), 1-10.
doi:10.1016/j.drugalcdep.2008.08.001
Research and markets; global sports drink market worth USD 5.6 billion by 2020 - analysis,
technologies & forecasts report 2015-2020 - vendors: PepsiCo, Coca-Cola, 100Plus -
research and markets. (2016, Dec 05). Journal of Engineering. Retrieved
from http://ezproxy.liberty.edu/login?
39
MMGP– Coca-Cola
url=https://searchproquestcom.ezproxy.liberty.edu/docview/1844984762?
accountid=12085
Responsible Marketing Policy. (2016, 09). Retrieved December 10, 2017, from http://www.coca-
colacompany.com/stories/responsible-marketing
Ross D. Petty, (2012) "Coca‐Cola brand protection before World War II – it's the real thing!",
Journal of Historical Research in Marketing, Vol. 4 Issue: 2, pp.224-
244, https://doi.org/10.1108/17557501211224430
Saad, L. (2012, July 23). Nearly Half of Americans Drink Soda Daily; Two-
thirds of Americans drink coffee daily, unchanged from 1999. Gallup
Poll News Service. Retrieved from http://ezproxy.liberty.edu/login?
url=http://go.galegroup.com.ezproxy.liberty.edu/ps/i.do?
p=AONE&sw=w&u=vic_liberty&v=2.1&it=r&id=GALE
%7CA298390837&sid=summon&asid=f96cd33e1bb8b4315342c57ed2
a2ea26
Shively, K. (2014, May 22). Simply Measured. Retrieved from Lessons from Coca-Cola’s Social
Media Strategy: Cohesive Campaigns and Creative Content :
https://simplymeasured.com/blog/lessons-from-coca-colas-social-media-strategy-
cohesive-campaigns-and-creative-content/#sm.0000cmt9zpq4yd3czhw1676x3d7jb
Soda sales decrease first time in 15 years. (2014). The Food Institute Report,
87(14), 2.
Sports and Energy Drinks in The Us. (2014). London: Euromonitor International Ltd. Retrieved
from http://ezproxy.liberty.edu/login?
40
MMGP– Coca-Cola
url=https://searchproquestcom.ezproxy.liberty.edu/docview/1539810133?
accountid=12085
Sports Drinks in The Us. (2017). London: Euromonitor International Ltd. Retrieved
from http://ezproxy.liberty.edu/login?
url=https://searchproquestcom.ezproxy.liberty.edu/docview/1875336245?
accountid=12085
Tanne, J. H. (2013). Coca-cola launches antiobesity advertisements. BMJ :. British Medical
Journal (Online), 346. doi:http://dx.doi.org.ezproxy.liberty.edu/10.1136/bmj.f494.
The Coca-Cola Company. Supplier and Customer Partnerships. 2017. from http://www.coca-
colacompany.com/our-company/suppliers/supplier-and-customer-partnerships
The Coca-Cola Company . (2016, January 19). Coca-Cola Announces "One Brand" Global
Marketing Approach. Retrieved from Coca-Cola Company: http://www.coca-
colacompany.com/press-center/press-releases/coca-cola-announces-one-brand-global-
marketing-approach
The Coca-Cola Company. (2017, April 25). The Coca-Cola Company Reports First Quarter 2017
Results. Retrieved November 17, 2017, from http://www.coca-colacompany.com/press-
center/press-releases/the-coca-cola-company-reports-first-quarter-2017-results
The Coca-Cola Company. (n.d.). Coca-Cola Product Facts. Retrieved November 16, 2017,
from http://www.coca-colaproductfacts.com/en/products/
The Coca-Cola Company. (2012, January 01). Coca-Cola Sponsorships. Retrieved November 17,
2017, from http://www.coca-colacompany.com/stories/coca-cola-sponsorships
41
MMGP– Coca-Cola
The Coca-Cola Company. (n.d.). Does the Coca-Cola Company produce the same drinks in
every country? Retrieved November 16, 2017, from http://www.coca-
cola.co.uk/faq/products/does-coca-cola-produce-the-same-drinks-in-every-country
The Coca-Cola Company. (2017). Mission, Vision & Values. Retrieved from The Coca-Cola
Company: http://www.coca-colacompany.com/our-company/mission-vision-values
The Coca-Cola Company. (n.d.). Coca-Cola Company. Retrieved November 29, 2017, from Who
We Are: http://www.coca-colacompany.com/careers/who-we-are-infographic
The Coca-Cola Company Reports Second Quarter 2017 Results. (2017, July
26). Retrieved November 09, 2017, from http://www.coca-
colacompany.com/press-center/press-releases/the-coca-cola-company-
reports-second-quarter-2017-results
The sweet danger of sugar. (2017, 04). Harvard Health Publications. Harvard Men's Health
Watch, Retrieved from http://ezproxy.liberty.edu/login?url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1896084172?accountid=12085
Trefis: A focus on healthy drinks results in soda sales fall for PepsiCo (2017).
Chatham: Newstex. Retrieved from http://ezproxy.liberty.edu/login?
url=https://search-proquest-
com.ezproxy.liberty.edu/docview/1947084914?accountid=12085
Trefis Team. (2017). How Coca-Cola Plans to Make India Its Third Largest Market. Retrieved
from Forbes: https://www.forbes.com/sites/greatspeculations/2017/09/07/how-coca-cola-
plans-to-make-india-its-third-largest-market/#48e3d5eb2e84
Urde, M., Koch, C., Lunds universitet, Företagsekonomiska institutionen, Department of
Business Administration, & Lund University. (2014). Market and brand-oriented schools of
42
MMGP– Coca-Cola
positioning. Journal of Product & Brand Management, 23(7), 478-490. doi:10.1108/JPBM-
11-2013-0445
Zacks investment research: The Coca-Cola company starts 'taste the feeling' campaign (2016).
Chatham: Newstex. Retrieved from http://ezproxy.liberty.edu/login?url=https://search-
proquest-com.ezproxy.liberty.edu/docview/1758369879?accountid=12085
43
