Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Branded Product Review: Coca-Cola - Essay Example

Comments (1) Cite this document
The Coca-Cola Company targets the nonalcoholic beverage concentrates and syrups market. Apart from the Coca-Cola classic, the company produces nearly 400 brands that target at different market segments. ("The Coca-Cola Company", 2006) The Coca-Cola Company has identified 6 major market segments, namely, Energy Drinks, Juices/Juices Drinks, Soft Drinks, Sports Drinks, Tea and Coffee, Water…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92.8% of users find it useful
Branded Product Review: Coca-Cola
Read TextPreview

Extract of sample "Branded Product Review: Coca-Cola"

Branded Product Review: Coca-Cola The Coca-Cola Company targets the nonalcoholic beverage concentrates and syrups market. Apart from the Coca-Cola classic, the company produces nearly 400 brands that target at different market segments. ("The Coca-Cola Company", 2006) The Coca-Cola Company has identified 6 major market segments, namely, Energy Drinks, Juices/Juices Drinks, Soft Drinks, Sports Drinks, Tea and Coffee, Water. ("Make Every Drop Count", 2006) The Energy Drinks are featured by higher caffeine content, which could keep people awake even when they lack of sleep. Juices/Juices Drinks target at health -conscious consumers. The Soft Drinks segment is further divided into different segments, a wide range of products are offered to fulfill the needs and wants of different consumers, from those on diets to those who look for caffeine-free drinks. The Sports Drinks segment wants the optimal performance during prolonged physical activities and needs the beverage to help maintain fluid balance. Tea and coffee do not provide much calories. Water is featured to be the fundamental component of human body and is a daily necessity for consumers. ("The Beverage Institute", 2006)
The Coca-Cola products generally follow product line pricing strategies. The prices of its products are based on cost differences between products, their different features, and competitors' prices. Sometimes, the Coca-Cola Company boosts its sales by promotional pricing, which temporarily prices products below the list price, to increase short-run sales. In grocery stores, some Coca-Cola products are sold at product bundle pricing, offering a bundle of Coca-Cola products at a reduced price.
Coca-Cola products are distributed to over 200 countries around the world. Apart from distributing its products through retailers, like grocery stores, drug stores and convenient stores, the Coca-Cola Company also supplies its products to school canteens and restaurants. It is the coke supplier of McDonald's, a world-wide chain fastfood restaurant. ("The science", 1998) Besides, Coca-Cola products are also available in vending machines.
The marketing communication mix of Coca-Cola mainly consists of mass communication through non-personal channels, like, advertising and public relations. Coca-cola utilizes display media, for example, posters and billboards to carry messages. Its interactive website also serves as an online platform to its potential consumers. Coca-Cola is active in sponsoring sports events. It is the sponsor of the Olympic Games and has been the main sponsor of FIFA. It sponsors every FIFA World Cup and boosts its sales by themeing FIFA World Cup. For example, it has launched a football shaped diet coke bottle for FIFA World Cup in 2006. ("Coca-Cola", 2006) Apart from sponsoring sports events, the company also emphasizes a lot on corporate social responsibilities in recent years. It launches Upromise, which is a program to save up for college with Coca-Cola products. It also sponsors HIV/AIDS and environmental programs and generate reports to educate the public on these areas.
The major competitor of Coca-Cola is Pepsi-Cola. Many countries are their battlegrounds, although Coca-Cola is still the most popular soft drink in most countries. Virgin Cola and Classic Cola are also Coca-Cola's rivals, but their sales are far behind the two major brands. ("Cola wars", 2006) Apart from Pepsi-Cola, Coca-Cola also faces fierce competition from regional competitors, for example, Mecca-Cola in Europe and Middle East. ("Coca-Cola", 2006)
"Coca-Cola." Wikipedia, The Free Encyclopedia. 25 May 2006, 13:31 UTC. Wikimedia Foundation, Inc. 25 May 2006 .
"Cola wars." Wikipedia, The Free Encyclopedia. 17 May 2006, 06:05 UTC. Wikimedia Foundation, Inc. 25 May 2006 .
"Make Every Drop Count." The Coca-Cola Company. 2006. The Coca-Cola Company. 26 May 2006 "The science of alliance." The science of alliance. 2 April 1998. The Economist. 26 May 2006 .
"The Beverage Institute for Health & Wellness." The Beverage Institute for Health & Wellness. 2006. The Coca-Cola Company. 26 May 2006. "The Coca-Cola Company." The Coca-Cola Company. 27 February 2006. The Coca-Cola Company. 26 May 2006 Read More
Cite this document
  • APA
  • MLA
(“Branded Product Review: Coca-Cola Essay Example | Topics and Well Written Essays - 500 words”, n.d.)
Branded Product Review: Coca-Cola Essay Example | Topics and Well Written Essays - 500 words. Retrieved from
(Branded Product Review: Coca-Cola Essay Example | Topics and Well Written Essays - 500 Words)
Branded Product Review: Coca-Cola Essay Example | Topics and Well Written Essays - 500 Words.
“Branded Product Review: Coca-Cola Essay Example | Topics and Well Written Essays - 500 Words”, n.d.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
prosaccoeleanor added comment 1 year ago
Student rated this paper as
This essay was always my weak point. I could never finish it well. Still, after I found this precise paper, I understood how it should be completed. So, I performed my research afterward and completed the essay in several hours, instead of weeks as it was previously.

CHECK THESE SAMPLES OF Branded Product Review: Coca-Cola

Coca Cola

The overall market of soft drinks in Australia has experienced a slow but steady growth rate. Key players in the market try as much as possible to amass the market power by acquiring other similar companies in the industry. However, concentration and other market activities in Australia are regulated by The Australian Competition and Consumer Commission. The competition in non-alcoholic market in Australia is stiff and it is difficult for Coca Cola Amatil to increase its market share beyond 75 percent. The greatest business rivalry of the company is Schweppes, which is followed by P& N. The other major challenge facing the industry include dietary issues, which has made most health conscious consumers switch to other products to...
20 Pages(5000 words)Case Study

Coca Cola

Dr. John Pemberton developed the Coca-Cola® syrup on May 8, 1886 and this the foundation day for Coca-Cola Company. Since its inception, the cola drink became one of the most famous and largest selling non-alcoholic beverages. The rapid popularity of cola drink of Coca-Cola Company had led to expand its market in international boundaries and in every international market its performance has been applaudable. With the passage of the company kept introducing many innovative beverages other than cola drinks. In the process, the Coca-Cola Company was led by a number of efficient decision makers like Roberto Goizueta and Warren E. Buffett who have contributed towards the value growth of the company. This paper mainly deals with case o...
4 Pages(1000 words)Research Paper

Review of Coca-Cola Company

...? Review of Coca-Cola Company Review of Coca-Cola Company The Coca-Cola company makes one of the most interesting case studies of multinationals. It is associated with strong growth points in most of the markets where the company operates. In some markets, it is so dormant that competitors often feel threatened and have to put in extra effort especially while introducing new products. Its dominance may be seen through perspectives such as advertising and the overall marketing strategies. In most of its markets, the beverage manufacturer ensures that there are commercials running through various media as a strategy of ensuring that consumers are constantly aware of its products. This paper looks at these aspects and how they have helped...
4 Pages(1000 words)Essay

Coca cola

... Griggs Candler has helped the product to lead the market of soft drinks all throughout the twentieth century (“The Chronicle of Coca-Cola: The Candler Era”). The Coca Cola Company manufactures concentrated coca cola or coke. This concentrated product is sold to all the licensed bottlers of Coca Cola who sell these products all over the world (“Overview”). The bottlers have territorial contract with Coca Cola Company and they produce the finished products of the company in bottles or cans from their initial concentrated state and then sell them all over the world. Occasionally there are other cola drinks available which are sold under the same brand name of ‘Coca Cola’. The most common drinks in this form are Caffeine free Coca Cola, Coca...
5 Pages(1250 words)Essay

Coca cola

...? BRAND STRATEGY AND RESPONSE: MARKETING COCA-COLA Brand Strategy and Response: Marketing Coca-Cola Health and wellness is one of the more basic human needs that is essential to living a quality life, and it is included in Maslow’s hierarchy of needs (Schultz, 2013). This implies that for many people, it is essential to remain healthy in order to feel secure and fulfilled. As such, many products sold today can also be marketed to bring additional health benefits, as well as already catering or appealing to people of more basic needs such as food and water. One such brand that can be sold to people in having health benefits are product lines from the well-known Coca Cola Company, which boasts of more than 3,500 and continuously increasing...
5 Pages(1250 words)Essay


...The Coca Cola Company The Coca-Cola Company is the largest soft drink and beverage company in the world founded in 1886 by Asa Griggs and John Pemberton (Bell, 2009). It is among the most renowned brands in the world offering more than 500 different brands in over 200 countries. Coca cola has managed to stay ahead of the pack due to its dedicated staff especially those in the advertising and marketing department who have developed very innovative methods to sell their products. Coca cola has made huge strides in the international market and has come up with products to suit everyone’s needs and meet expectations. It has targeted different age groups with different products, for example, using one of its products Fanta to target children...
1 Pages(250 words)Assignment

Coca Cola product life cycle

... by attempts to differentiate the brand to position it as a brand for edgier, younger demographics, particularly with the Fanta sub-brand. Decline phase In spite of almost non-ending interest from consumers, especially with regards to the brands that support healthier lifestyles, of which Coca-Cola has been fingered as not being part of, the company’s sales do not show any signs of declining in the foreseeable future (Hays & Yazijian, 2010: p62). However, regardless of this prediction, it is still recommended that Coca-Cola must have strategies in place for implementation in the inevitable event that the product will enter the decline phase. One of the strategies that would be vital is reduction of costs when the product enters decline...
6 Pages(1500 words)Case Study

Coca-Cola Product Descriptions

The issues related to this segment include obesity and health concerns and product quality concerns, including concerns related to the ingredients of the beverages (Coca-Cola Annual Report 2013). Another segment is the global segment, as the company operates globally, and is planning to expand its operations in developing and emerging markets. The company might fail its global growth strategy because of adverse economic and political conditions, different cultural attributes, limited purchasing power or inability to acquire local bottling companies (Coca-Cola Annual Report 2013).
In the soft drink industry, the fierce rivalry between dominant producers Coca-Cola and Pepsi Co and the threat of substitution are strong, while the...
6 Pages(1500 words)Term Paper

Coca cola

...’ conveyor belts contain catch baskets and trays. The catch baskets and trays prevent the coke bottles from spinning out of control and accidentally dropping onto the Coke production plant’s floor, disintegrating into injury-causing bits of glass fragments. Likewise, the Coke production conveyor belts do not mix the production plants’ waste water from the clean water. The catch baskets and trays catch and segregate the waste water, ensuring they do not mix with the nearby coke production plants’ clean water. The coke employees oversee the entire process. Moreover, the lean production employees ensure that the machines do not mix the waste water with the clean water source (Klemes, 2008). Specifically, Coca Cola Australia allocates 2.5...
6 Pages(1500 words)Essay


... overcome Pepsi’s 7-Up. The list of Coca-Cola most popular products would be incomplete without Dr. Pepper, which pulls in a considerable amount of money for the Coca Cola Company. Dr. Pepper fans state that the distinct flavor of this beverage cannot match any other soda. Seventeen percent of the market share is given to the Diet Coke. And of course the Classic Coca-Cola, the largest and most recognizable brand in the world, the best- selling product that captured the hearts of millions of soda drinkers and is available in all countries in the world. It makes up eighty percent of the company’s beverage market having no rivals at all (Said, 2013). Future plans and goals for Coca Cola The Coca-Cola Company produces more than three thousand...
8 Pages(2000 words)Essay

Truth and Power at the Coca Cola Company

Needless to say, while some corporations have successfully implemented these recommendations and have substantially expanded their markets and financial returns as a result, others have not. This research looks at one of the corporations which have successfully reaped the rewards of globalization: Coca-Cola. Drawing on international business theory, the study engages in a critical analysis of Coca-Cola’s external and internal environments for the purposes of shedding light on its corporate strategy and uncovering the determinants of its success. The analyses, which utilize Porter’s Five Forces, SWOT and PEST, indicates that Coca Cola’s success is a direct outcome of an internationalisation strategy which is deepl...
14 Pages(3500 words)Case Study

The Launch of Kones New Product

Political: 90% of Kone’s sales come from international markets. This makes it very vulnerable to political stability in its global markets for example Italy is one of the markets of Kone and elevator regulations are governed in Italy by parliament. Thus, to bring MonoSpace i.e. an elevator without a machine room in compliance with standards, it would require an act by the parliament.
Economical: The performance of the elevator industry is directly proportional to the performance of the construction industry. The construction industry has a maximum potential in developing countries rather than in developed countries. The reason for this is that the developed countries have maximized their growth potential whereas the dev...
12 Pages(3000 words)Case Study

Gross Domestic Product and the Nations Competency in Terms of Economic Welfare

It is often used to compare the economic performance to aid as a prediction tool and to analyze the business cycles and the recessive and expansive economic performances within them. This further aid economic and fiscal policy formulation of the government and is also used to analyze the consumer behavior and the economic phenomena involved. (Heakal, R. 2008).These figures can be a benchmark to compare economies of different nations and the economic prediction process is also made possible.

A usual pattern of assessing the Gross Domestic Product is to have an initial GDP report on every quarter which is an advance report. Two corrective reports follow this before the final figures on GDP are arrived at. It usually takes...
7 Pages(1750 words)Report

Infrastructure Application and Review: France

Referring specifically to the country’s water network, Jacobson et al. (1995) notice that ‘although waterworks facilities in France are predominantly government-owned, private firms operate and manage most systems under an array of contracting and leasing arrangements’ (Jacobson et al., 1995, online article). The above study describes the general terms under which the development of infrastructure systems in France is progressing. It should be noticed at this point that in France, the government’s policies regarding the development of infrastructure systems were not always effective – moreover, they were rather limited. Indeed, in a report published by the OECD in 2005, it is noticed that ‘in 19...
9 Pages(2250 words)Case Study

Critical Review of Goth: Identity, Style and Subculture by Paul Hodkinson

The allure from this standpoint is seen by the author. This report measures mainly the methodology that Hodkinson uses, which is grounded theory research, and the report also examines questions of fixed vs. flexible research. The findings of the research are briefly presented before the current research investigation concludes.

The Goth subculture is founded on principles of viewing some of what society outside this subculture, or mainstream culture, views as abhorrent or negative. There is some fetish tendency in this subculture towards the macabre and death, with face-paint style makeup and mourning clothing being prominent features of belongingness, which are certainly not reflective of mainstream fashion and makeup....
6 Pages(1500 words)Book Report/Review

Business Sustainability and Society: Coca-Cola Company

For centuries, ethics has been a crucial and significant component of human societies that contributed enormously to the creation of norms and values through religious influences, as well as through the contribution of intellectuals and philosophers in society. Unfortunately, nowadays, it is an observation that individuals, organizations, and even nations have commenced overlooking the phenomenon of ethics in their practices, specifically in the business sector that has become the major stakeholder confronting criticisms related to ethical practices. Critics (Crane, pp. 23-29, 2007) argue that business ethics has now become a component limited to theoretical policies and frameworks of business organizations, and such principles an...
10 Pages(2500 words)Case Study

Business Information of Coca Cola Company

...Running Head: COCA COLA - BUSINESS INFORMATION Coca Cola - Business Information Submitted by: XXXXXXXX Number: XXXXXXXX of XXXXXXXXXX Tutor’s Name: XXXXXXXXX Date of Submission: XX – XX – 2010 Table of Contents Table of Contents 1 1.Introduction 2 2.Organization Details: 2 a)Legal Details 2 b)Corporate Governance in UK 3 c)Analysis of Income Statements 4 d)Depreciation 5 3.Financials 6 a)Costing and Overheads: 6 b)Activity Based Costing 7 References 8 1. Introduction Entering into a new market can be very overwhelming for a number of companies. Having a strong brand image yet, trying to enter into a market as a complete different brand can be very challenging. Here in the case of Coca Cola, there are a few simple questions...
6 Pages(1500 words)Case Study

Green Product that Could be Offered in the Market

...Green Product or Service Wal-Mart is well known for its every day lowest prices products. It manages to provide these low costs because of its well optimized supply chain management. However, Wal-Mart has also come to be known for its initiatives in sustainability. The company started this initiative in 2005 as Lee Scott, the CEO, believed that “being a good steward of the environment and being profitable are not mutually exclusive. They are one and the same”. ( Thus, the company recognized the importance of going green on sustainability much before the others in the business. As per their report, “ASDA Bootle is the first zero waste to landfill store in the UK, diverting 95% of the waste from landfills” (
6 Pages(1500 words)Essay

The Coca-Cola Company: An Analysis of Fundamental Marketing Techniques

...The Coca-Cola Company: An Analysis of Fundamental Marketing Techniques Introduction In today’s world wherein the line of communication has been blurred by technology, it can be said that one cannot live in the 21st century without knowing what Coca-Cola, Nike, McDonald’s, Microsoft, and Sony are. How so? It is because these famous brands have been impressive in their application and modification of marketing strategies and in maximizing the advantages that technology has brought them; hence, they have maintained their top market positions throughout the decades. They have adapted, not only their products, but the way their products are introduced into the market to specifically seek out their target markets. They have made...
7 Pages(1750 words)Case Study

Comparative Review of Welfare System

In order to compare the welfare system of the three proposed countries, it is important to first develop a comparative method that would guide in comparing the three states. For the purpose of this paper, a binary comparison would be conducted. The implicit comparison would deal with Britain while the explicit comparison would explore the USA and Canada. Thereby a small N’ study would be used, that is, of three countries.
The three countries selected to share a similarity in the form that these countries are a welfare state. This is when welfare is mainly funded by the state. While the USA and Canada focus on the liberal welfare state, the welfare state of the UK is not quite defined.
The comparison of the welfare...
8 Pages(2000 words)Term Paper
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Branded Product Review: Coca-Cola for FREE!

Contact Us