The
Coca-Cola Company, founded in 1886, is the world leading manufacturer, marketer
and distributor of non-alcoholic beverages. It currently operates in over 200
countries worldwide and is most famous for the innovative soft drink, ‘Coca-Cola’.
It is one of the most visible companies in the world. Their Coca-Cola product
is now available all over the world and has resulted in the drink becoming the
world’s favorite soft drink. But how has this been achieved and how does
Coca-Cola continue to hold their position in the soft drinks market?
Coca Cola
has strategically positioned itself within the world soft drink market. It
faces a vital question: does it have to keep the same positioning or to adapt
according to the 200 countries where the brand sells its products. The brand
has understood this principle while ago: “think global, act local”. Coca is
thus willing to keep the same core product which is coke, but it adapts the
offer to local needs. They use strategic positioning in order to have
the same image all around the world, which is a success because it is perceived
today as a part of daily life everywhere. This perception of the brand by the
consumer leads to a high degree of loyalty and makes the purchasing decision
more automatic. Consumers basically associate this brand with emotions. When
the name of Coke is mentioned, the first thing that comes into mind is fun and
entertainment.
Coca-Cola
has positioned itself very well to take advantage of growing non-alcoholic
beverages worldwide. Coca-Cola is exhibiting strong international growth,
especially in the developing world. The company has performed well
through 2014 the first half of 2014, with solid top and bottom line growth
throughout its various operating regions.
Coca Cola have engineered the
#shareacoke campaign to land directly into the palms of the social media youth.
They chose the 250 most common names with teens and young adults – names such
as Susan and Brenda have been rejected to pave the way for names such as Daryl
and three different spellings of the name Abbie. Coca Cola wanted their personalized bottles to be talked about widely on social media, and their
engaging marketing ploy has worked enormously which has positioned this brand in the hearts of the consumers.
'Coca-Cola's'
brand personality reflects the positioning of its brand. Positioning is in the
mind of the consumer and can be described as how the product is considered by
that consumer. When researching the positioning of a product, consumers are
often asked how they would describe that product if it were a person. Coca cola
has positioned itself as a part of their daily life. This affinity between the
brand and the consumer leads to a high degree of loyalty and makes the
purchasing decision easier. From the births of this brand and till now Coca
cola kept on changing its logo slogans which helped them to better position the
brand and adapt to the fast changing world.
Improvements:
Coca cola is well known and well established brand around the world there is a little scope of improvement about the brand. But it is true that Coca cola is not very healthy for our body so i think its time for coca cola to take a step forward and try to make it a bit healthy without effecting it's taste.
References:
- http://softdrinkcolawar.blogspot.com/2012/12/coca-cola-targeting-and-positioning.htm
- http://www.suredividend.com/coca-colas-growth-potential-dividend-analysis/
- http://www.intelligentpositioning.com/blog/2014/08/name-game-coca-colas-shareacoke-summer-ad-campaign/
