Coca Cola Marketing - Essay Example

While Coca-Cola remains mindful of all its responsibilities, its constant endeavor is to maximize long-term returns to the shareowners. As an organization, Coca-Cola takes due care about people's health and well-being. The company aspires to make a positive difference in people's lives. It also seeks to help them lead active and healthy lifestyles. The company not only supports programs that encourage active living but also plays a leading role in identifying and implementing solutions to combat the issues of obesity.

Product Portfolio The company has in its product repertoire more than 3,500 beverages ranging from diet and regular sparkling beverages. Over the years, the company has added still beverages like 100 percent fruit juices and fruit drinks, water, sports and energy drinks in its product portfolio. Teas, coffees, and milk-and soy-based beverages are slowly but surely increasing as a proportion of the total product portfolio of the company. Amongst all its brands, company’s namesake brand Coca-Cola, popularly known as Coke, remains the company’s most popular and biggest-selling soft drink in history.

Along with the Coca-Cola, which is the world’s most valuable brand, the company owns and markets four of the world’s top five nonalcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite. The Company's product portfolio also features 15 billion dollar brands including Powerade, Minute Maid, Simply and Georgia. One of the most recent successful launches for the company has that been of Coca-Cola Zero. The company, in 2009, sold more than 600 million cases of Coca-Cola Zero globally.

The company's beverages are reportedly consumed at a rate of 1.7 billion servings a day. Mission of Coca-Cola Armed with numerous quality beverage brands that anticipate and satisfy people's desires and needs, the Coca Cola Company’s stated mission is to refresh the world, inspire moments of optimism and happiness, to create value and make a difference. Positioning of Coca-Cola Coca-Cola has been positioned as a brand that inspires creativity, passion, optimism and fun. Customer Snapshot The vast array of beverages from the stable of Coca-Cola satiates the diverse and ever-changing needs of millions of consumers around the world.

The company has its distribution channels in over 200 countries of the world and its products cater to consumers of different demographic profiles and to consumers belonging to different socio-economic classes. Historically the company’s brands catered to the youth only. However with the addition of numerous products, sportspersons, health conscious, adults form consumers of the company. Competitive Analysis and Market Share The decades old competition between Coca-Cola and Pepsi has been referred to as the ‘Cola Wars’.

These two beverage behemoths have been arc rivals and have indulged in what may be termed as a ‘brand vs. brand’ battle in all the markets in which they operate. Globally, Coca-Cola has a slight edge over Pepsi, even though the market share situations may vary in different geographies. In the U.S market Coca-Cola has a market share of close to 43 percent vis-a-vis 30 percent market share of Pepsi. Numerous other players share the rest of the 27 percent market share. Marketing Budget The Coca-Cola Company does not divulge the amount it spends on advertising by country, brand, or media