TERM PAPER

Coca-Cola: Through an Anthropological Glass

By
Marwa Kazi Mohammed
OSL-SN-41
Tasfia Tasnim Revu
OSL-FM-43

To
Sharmeen Akhter
Lecturer
Department of Organization Strategy and Leadership
University of Dhaka
 Executive summery

The purpose of this term paper was to put in practical use the anthropological concepts and tools we
learned in this semester in lieu with a real life brand or product. This paper reviews concepts of
business anthropology in today’s market as well as their connection to the brand we choose- Coca-
Cola. We analyzed components of the brand that is Coca-Cola and its products and put them under
an anthropological microscope to determine how they played out for Coca-Cola in the market. After
a thorough, ethnographical analysis we came to the conclusion that business anthropological tools
played a major part in the success of Coca-Cola globally and locally.

It is hoped that this paper will give informative insight to anthropological concepts and tools being
used to establish brands and products successfully in the market.

Resources
1. Business Anthropology ( 2nd edition)- Ann T. Jordan
2.http://www.coca-cola.com/global/
3.http://sittingprettygraphics.com/musings/2017/11/22/brand-identity-coca-cola
4. http://marketingdawn.com/consumer-behavior-of-coca-cola/

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 Brief history of Coca-Cola

The Coca Cola beverage was invented by pharmacist Dr.John S.Pemberton in 1886. The formula
and brand was bought in 1889 by Asa Candler who incorporated the Coca Cola Company in 1892.
In 1916, the company began manufacturing its famous bottle, which remains signature shape of
Coca Cola today. In 1928, Robert Woodruff, who was the company's president at that time, led the
expansion of Coca Cola overseas when introduced the Coca Cola to the Olympic games for the first
time. In the 1960s the company decided to expand with new flavors- Fanta, Sprite and Fresca, In
addition it acquired the Minute Maid Company, adding an entirely new line of business juices to the
company. The 1980s were a time of much change and innovation at the company. The introduction
of Diet Coke was made with much vigor which became the top low-calorie drink in the world. The
company's presence worldwide was growing rapidly and year after year Coca Cola found a home in
more and more places in the world.  As for today, Coca Cola has grown to be the world's most
ubiquitous brand, with more than 1.4 billion beverage servings sold each day.

Coca-Cola in Bangladesh

Coca-Cola entered Bangladesh in 1965 through an agreement with Tabani Beverage. It opened its
first bottling plant in Bangladesh to meet growing demand for CSDs in the country. The US $50M
Tongi-based facility started operating in September 2013. The plant produces Coca-Cola, Sprite,
Fanta; juice based drinks and bottled water. The facility produces around 222M bottles annually,
worth BDT 9bn (US$109.8M) per year.
 In 2017, the company started a new bottling plant in Bhaluka. This new $60M plant represents the
company’s continued commitment to both the long-term growth of its business and the sustainable
development of local communities in Bangladesh.

Reason behind choosing Coca-Cola

As we all know, Coca-Cola is one of today’s biggest companies that offer different refreshment in
form of soft drink. But aside from their historical success, the Coca-Cola company is still a typical
business that is affected and at the same time affecting different types of communities. So, our goal
is to use anthropological approaches to understand this company, its products and its strategies.
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 Methodology

To make this report, we used qualitative analysis and collected primary data by visiting the site.

Qualitative Analysis

The sample data gathered in qualitative research are analyzed and categorized into patterns as the
primary basis for organizing and drawing results for the report. Qualitative research for this report
involved three methods for gathering information:
1.Direct Observation
2.Loosely structured interviews
3.Ethnographical analysis

Culture of Coca-Cola

Organizational culture:
The inclusive culture of Coca-Cola can be defined by their seven core values: leadership, passion,
integrity, collaboration, diversity, quality and diversity. The main mantra of the company is to
refresh the world in mind, body and spirit and inspire moments of optimism to create value and
make difference. But the main success of the company lies upon diversity. Coca-Cola believes in
diversity and it states that-“Diversity is an integral part of who we are, how we operate and how we
see the future.” The company leverages a worldwide team that is rich in diverse people, talent and
ideas.
For ensuring harmony in a diverse workplace, Coca-Cola has “Diversity workplace strategy”. The
diversity workplace strategy includes programs to attract, retain and develop diverse talent;
provides support systems for groups with diverse backgrounds; and educates all associates so that
they could master the skills to achieve sustainable growth

Coca-Cola affecting other cultures:

On the very beginning, Coca-Cola was only a mere product that only showcased American culture.
As it grew, it adapted new strategies that showcases different cultures around the world and it made
Coca-Cola invincible. The consumption of Coca-Cola is recontextualised in new environment

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according to the culture. In fact, Coke has been used to reduce wrinkles in Russia, bring people
back in life in Haiti, and turn copper into silver in Barbados. In our country, Coke is a symbol of
youth and joyfulness, used as a soft drink accompanying special occasions.

Marketing of Coca-Cola

Coca-Cola’s identity as a brand:

Via their logo, endorsement, and advertisements, Coca-Cola has established itself as brand that is
based on one universal value – happiness. They have successfully retained this image for an
astonishing 130 years, showing a consistent trend in how they present themselves to the customer,
playing to their emotional and sentimental values.
Coca-Cola’s logo is iconic, timeless. But through an anthropological glass, the logo breaks down to
significant pieces. The red color in logos, interprets to Power, excitement, energy and passion. It
also stimulates the appetite and increases the heart rate. As well, several studies showcased that the
color red can trigger impulse buys and the white swirly lettering simulates passion, making the
Coca-Cola logo on per with its brand identity.

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Coca-Cola’s Localization in Globalization:
As a global brand, Coca-Cola led with a universal trait to their brand and product image. Yet, it had
to revamp and recontextualise itself as happiness translated to different things in every locality and
the product was creolized in each new environment. This is the localization of Coca-Cola as a
global brand.

For example, the Trinidadian consumption patterns of Coca-Cola are a classic instance of
localization. In Trinidad, Coca-Cola is not regarded as a soft drink but as a red sweet drink, making
it a national everyday necessity. Coca-Cola was also paired with rum to become a drink that
incorporated itself with the Trinidadian culture, rivaled only by the local beer. Thus the success of
Coca-Cola is best understood as a global brand but with local contexts.

Consumer behavior towards Coca-Cola’s marketing:

Over last few years, the image of the brand of Coca Cola has been consistent with regard to its
target market. It has been successful in expressing the American spirit and also the American pop
culture in front of the world, also strategically able to position itself as a cultural icon. It not only
spreads and sells the American culture, but takes different strategies to meet the varied taste
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preferences of consumers everywhere.
Studies have shown that Coca-Cola is among the most-admired and best known trademarks in the
world. In fact, it is documented that “Coca-Cola” is the second most widely understood term in the
world, after “okay.”
Naturally it can be said that consumers feel a loyalty and sense of emotion towards Coca-Cola as a
brand. The case of consumer response to the introduction of new Coke is a prime example of
customer affiliation with Coca-Cola. When coke replaced traditional coke on store shelves with
their new formula, consumers resisted buying it. They did not approve of the new product and felt
an emotional connection to the original product. As sales dropped, the corporation quickly got the
message and restacked the original coke with the word “classic.” The customers responded with
gusto and the company experienced a significant rise in sales.
This is a standard case of cultural context of emotion and resistance through consumption in
consumer behavior.

Design Anthropology’s context in Coca-Cola

Packaging:
The one brand packaging of Coca-Cola plays with the idea of universalizing the face and feel of
their product. The distinctive shape of the bottles and the oneness of the coloring of the cans added
to the idiosyncratic character of the packaging that it could be recognized by feel in the dark or
identified lying broken on the ground.
They integrate the package with beautifully designed logos and cultural symbols and its chilled look
make’s the first attraction. But the concept of localization plays a part in their packing too. For
instance, Chinese coke cans have a totally different look, they include young and sizzling Chinese stars on
their can cover and Chinese traditional culture and events too. This way they have a varied approach from
market to market keeping the country in mind.
But no matter what the context, Coca-Cola keeps its packaging distinct and easily, universally recognizable,
keeping on per with their brand image.
For example Coke bottles now have a different color theme for different types of coke, additionally; the top
of the packaging has information related to the type of coke you’re purchasing. Case in point, Coke zero has
black in addition to the signature Coca-Cola red, with the top being “Zero sugar”
This collective ‘One-Brand” Packaging has made the coke packaging more informative, and therefore, more
in line with modern consumer wants and most importantly, universal.

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 Conclusion

To conclude, we have reached the mutual opinion of declaring Coca-Cola as one of the most smart
and anthropologically in-sync brand in the market today, as they establish themselves more strongly
everyday using anthropological tools and perspectives to be more market friendly yet unique as a
brand.

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