Coca-Cola Case

Coca-Cola is a type of carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The Coca-Cola Company, which is often referred to as Coca-Cola or Coke. "Coke is the world's most recognizable brand".

Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. Although faced with criticisms of its health effects and various allegations of wrongdoing by the company, Coca-Cola has remained the most popular soft drink to the present day.

In my Analysis I have found that for the past two years Coke has been losing drinkers to low-sugar alternatives. So Coke, responding to consumer demand for healthier drinks, started bottling healthier drinks. Like Coke Zero, a sugar-free and zero calorie variation of the famous Coca-Cola. Smart move right? Maybe in the short term, but Coke still faces strategic challenges in order to keep its supremacy among the drink industry. I believe Coke should invest in understanding what really matters to consumers as they live their daily lives. Then, Coke should focus its innovation efforts not around new products, but around further embedding itself into consumers' lives. The end result may indeed be new product, but it also may be a new business model. Weather it be delivery mechanism, or just a new brand-building program. "Consider how such a focus fueled the growth of Starbucks, which now claims 45 minutes per month from its average customer across 18 visits. That's not simply because of the coffee or even the experience, it's because Starbucks stores and products are everywhere consumers are. With the strength and heritage of its brand, there's no reason Coke can't achieve the similar success."

So far Coke Zero and non-carbonated drinks like Powerade and Minute Maid juices have pushed Coke's revenues higher. However with its slow carbonated drink sales indicate that Coke needs to rethink how it sells its sodas. In my research I have also found that Coke's marketing strategies are less then acceptable. Earlier this year they had a not so successful ad campaign, even the slogan caused problems at that time. Coca-Cola is currently reworking a marketing strategy