Case Study 2

Submitted by: Group 2

1. Pritom Das ID: 2010458

Course Name: Principles of Marketing

Submitted to:
Mr. Syed Imamuzzaman
Lecturer
Independent University, Bangladesh

Submission Date: 11th July, 2021

Answers: According to Coca-case Cola's study concept, there are numerous variables
that contribute to dope's global success today. They needed to make the Brand Identity
as basic as possible in order to be the most effective in the world and the market leader
in the soft drink business. The following are the most important aspects in Coca-Cola’s
success:

1. Brand Image: There are two conflicting points of view. One believes that a brand is
born, while the other feels that it evolves. What's right isn't immediately important to us,
but a brand signifies one thing: the consumer's "trust" in that brand. Building confidence
takes time. From the beginning, Coca-Cola has built consumer trust, kept current
customers, and converted non-Coca-Cola drinkers to Coca-Cola drinkers.
2. Marketing Strategy: Coca-Cola has established a standard when it comes to
marketing and branding techniques by launching intense marketing campaigns. They
were one of the first to use advertising strategies and designs to catch an audience's
attention. We can see from the example that Coca-Cola began advertising their
namesake drink as a pleasant and refreshing mix around 1900. Coke has cultivated an
image that is mirrored in what we expect after purchasing Coke and what we associate
with drinking Coke as a result of its intense marketing activities. In a television
commercial, they demonstrated their brilliance. As a result, as time passes, companies
are employing novel marketing strategies to promote their products.
3. Globalization: Coca-Cola has successfully globalized its product. At the start of its
career, it was unquestionably more likely to pursue a business strategy geared toward
the United States. As time passes, they become more international in order to grab the
global beverage market. So that they can use the same packaging everywhere and use
a marketing approach that reflects the country's theme Apart from Cuba and Syria,
Coca-Cola is now a global brand.
4. Innovation: The market has changed with the passage of time, just as people's tastes
have changed. As a result, Coca-Cola has been able to thrive and flourish in an ever-
changing market because to its capacity to consistently innovate by improving the taste
of its products as well as launching new ones. Coca-Cola needed to go from a single
core product to a full-fledged beverage firm. The brand has attempted to establish the
brand in numerous nations by changing the soda pattern, as evidenced by the case. As
a result, the company's brand was successful. However, by 2004, the company's new
marketing approach was not yielding the intended results. As a result, only in case of
developing a new product, they become more responsive locally which has been its one
in every of the key success factors.
There also are other key factors that dope became a “big shot” today. But these are the
core factors that has been the key to the key to the success. 
2. Where is Coca-Cola vulnerable? What should they watch out for?
Answer: Coca-Cola is the market leader of the beverage industry and it holds one of
the strongest brand images across the world. About 94% of the world’s population
recognize the brand instantly by its red and white Coca-Cola logo. Even after being the
most popular beverage, Coca-Cola also has vulnerabilities just like other companies.
 Aggressive competition with Pepsi: Pepsi is the biggest rival of Coca-Cola. Had it not
been Pepsi, Coca-Cola would have been clear market leader in the beverage.
 Product diversification: Coca-Cola has low product diversification. Where Pepsi has
dispatched numerous snacks things like Lays and Kurkure. Coca-Cola is lagging in
this segment.
 Health concerns: Carbonated beverages are one of the significant wellsprings of
sugar admission. It results in two grave health issue – Obesity and Diabetes.
Numerous wellbeing specialists have restricted the utilization of these sodas. It is a
controversial issue for the organization.
 Water uses controversy: Coca-Cola has faced many criticisms over its water
management issue. Many social and environmental groups have claimed that the
company has vast consumption of water in water-scare regions.
 Substantially lower marketing standard.
 Flight ads are that ad, which temporarily attracts the customers but doesn’t say
much about core values of the company or product. Most of the recent ads just
endorsed by celebrities don’t much explain about cokes values, in long run this may
make people to forget what coke stand for.

Despite of being one of the strongest brand around the world they still have some plenty
area to watch out for minimize the risk factors. Such as,
 Health Choices: Healthy choice of product can secure a good position in
competitive advantages between beverage companies.
 Lifestyle: Coca-Cola should focus on the lifestyle of the particular region/country
they are selling.
 Price: Price is one of the key factors of brand image, as it’s create a strong bond
between customer and the company.
 Global Presence: Showing their concern through different movement for
betterment of the people can improve their image in global platform.
 Distribution: Improving the distribution channel enable company to move
products easily.
3. What recommendations would you make to their senior marketing executives
going forward? What should they be sure to do with their marketing?

Answer: The main motto of the Coca-Cola brand is to position itself in people's hearts.
Since its establishment, the company has worked hard to ensure that its products,
especially in individual cases, are delivered to all households in the country. So far, the
advertisements released by the brand promoted the existence of Coca-Cola in all
pleasant moments in people’s lives. From the time the brand tried to introduce the brand
to different countries by changing the structure of soda, As a result, the brand
succeeded. However, in the year 2004, the campaign did not produce the expected
results. The experimental concept of the Coke Red Lounge is interesting, but the
feasibility of this plan is questionable. The campaign is mainly aimed at young
consumers, which is becoming a niche marketing strategy. Except for teenagers,
Conquers are people of different ages. As in 1960, advertisements which were
successful in reaching around 70% of the Americans did not reach 20% in 2004. These
statistics show that TV ads are less than ever before. Coca-Cola's marketing team
assumes the highest consumer base does not watch TV because services like TIVO
interrupt advertisements. The company can be the sponsor of several sports events in
which the players will drink their coke and the people who attended the games that were
offered to buy coke to make the consumer watch the brand on television. Furthermore,
the company can sponsor the jerseys of various teams, which will feature its brand.
Moreover it may be a sponsor of certain programs that are particularly well-known
among Americans. As a result, the company can contact a large number of consumers
in a short amount of time. Moreover Coca-Cola has remained consistent when it's
communicating one strongly and has an effective message: pleasure. Enduring, simple
slogans such as “Enjoy” and “Happiness” never go out of style and translate easily
across the globe. Its market leading position is owing to its focus on product quality,
marketing, research and innovation as well as several more factors. Furthermore,
providers such as TIVO will not be able to prevent their brand name from being
displayed on the TV screen.

Another campaign that the business plans to run in the United Kingdom is a website
called mycokemusic.com, which will allow consumers to download vast amounts of
music for free. As a result of the case, Coca-first Cola's president developed some free
coupons to drink Coca-Cola in order to expand their customer base. As the world's
population grows, so does the number of potential customers. As a result, in order to
attract new customers, the corporation can provide coupons to those who visit the
website and download a certain amount of music in exchange for a discount on Coca-
Cola purchases in supermarkets. . Because it is important to ensure that customers like
the experience of drinking Coca-Cola in order to acquire a new customer base. To keep
a customer base, a company must deliver a relevant experience to the service that will
encourage customers to purchase services or items from them again. People aren't
feeling the flavor of Coca-Cola because they can only download the song from the
internet.
Senior marketing executives should make an effort to merge marketing and experience
at the same time. Furthermore, the plan's practicality and the amount of return or
customer base that the marketing campaign can generate should be thoroughly
assessed. Because the marketing campaign's return on investment must be good, the
company will not be able to sustain itself for a longer period of time. The most important
thing they should keep in mind while developing a campaign is that Coca-Cola is not a
niche brand, thus the campaign should be targeted at individuals of all ages, mostly
those with purchasing power. Targeting the teen’s parents will be more effective rather
than targeting the teens because the buying power is in their hands.