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COCA COLA Marketing Analysis Project Report


The Coca-Cola Comp (Coca-Cola)any, founded in Georgia in 1892 and incorporated in 1919, is the world’s largest beverage company. It owns/licenses and markets more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. In addition, the business owns and markets four of the world’s top five nonalcoholic sparkling beverage brands: Coca-Cola, Diet Coke, Fanta and Sprite. Finished beverage products bearing the company’s trademarks, sold in the United States since 1886, are now sold in more than 200 countries.

Coca-Cola makes its branded beverage products available to consumers throughout the world via a network of company-owned or -controlled bottling and distribution operations as well as independent bottling partners, distributors, wholesalers and retailers — the world’s largest beverage distribution system. Beverages bearing trademarks owned by or licensed to KO account for 1.9 billion of the approximately 57 billion servings of all beverages consumed worldwide every day.

Also Study: Coca Cola Company Water Scandal and Misuse


As of late, Coca-Cola has been defeated of the main five in Brand’s yearly “best 100 most significant brands” rankings by tech organizations, and even McDonald’s. Coca-Cola improves in Interbrand’s yearly rankings — coming third a year ago, behind Google (2) and Apple (1.)

In any case, Coke is probably not going to command those rundowns once more, as indicated by Melbourne Business School relate teacher of advertising, marking expert, and Marketing Week writer Mark Ritson.

He revealed to Business Insider: “Coke will dependably be the main brand of cola until the finish of time. Yet, the estimation of that cola classification is set to fall throughout the following 20 years. It’s awful being a major fish in an ever littler lake. The times of Coke being the world’s greatest image are over until the end of time (Cola_wars).”

Too often lately, feature authors have had motivation to compose that “Coke is losing its bubble.”

At the point when a companions or relative goes into a store in Florida, there’s a decent possibility that somebody on my group had an immediate turn in making the Coca-Cola refreshments they purchase (organization, 2017).

Pepsi-Cola outperformed Diet Coke to wind up plainly the second-greatest pop brand in the US, Coca-Cola’s greatest market, Beverage Digest announced a month ago. Eating regimen Coke had been the second-greatest pop brand by volume in the US since 2010, however Pepsi’s work day back to No.2 gave proof of America’s developing aversion for count calories soft drinks — and that is when Americans are drinking less pop generally speaking than in the 1980s (Cola, 2016).

Prior to that report was distributed; Coca-Cola revealed that net income inferable from investors dove 55% in its final quarter to $770 million. Networking income dropped 2% in the quarter to $10.9 billion (yet worldwide deals increased marginally finished the entire year). North America, its greatest market, saw unobtrusive deals ascend without precedent for four quarters. (Miller, 1998)

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The long haul picture is more awful. In 2014, worldwide income was $46 billion, down 4% ($2 billion less) from 2012 (Recent Scholarship, 2005).

This descending direction isn’t because of a sudden, real impetus. As Beverage Digest’s report clarifies (accentuation included): “Brand Coke’s volume was up (0.1%), however marginally. In any case, the brand was up, after numerous times of decay (Plasketes, 2004). The last time mark Coke developed was 2000.”

All around, Coca-Cola has been feeling the loss of its own 3% to 4% yearly volume development focus for a long time, as this outline — drawn from information accumulated by The Wall Street Journal — shows (what-is-the-future-for-the-coca-cola-brand-soda-sales-decline-2015-4)

COCA COLA Marketing Analysis Project Report

Coca-Cola’s 2020 Vision Coca-Cola

One of the things that have characterized Muhtar Kent’s reign at the top of Coca-Cola is his long-term outlook for the company. In 2010 he outlined the company’s “2020 Vision,” built around six socio-economic trends that it hopes will help it double revenue by 2020. Other strategies are also given long-term completion dates, like its ambition to get 1 million people more physically active in Great Britain by 2020 (Colantuoni, 2015).

COCA COLA Marketing Analysis Project Report

(Peterson, 15)

Coca Cola SWOT Analysis

  • Strengths

Brand Awareness: The Coca-Cola Company is a standout amongst the most broadly perceived brands over the globe. Its mark logo, exemplary red and white hues, and world-celebrated jingle reverberate with customers of any age. There are two key players in this division of the refreshment business, one being Coca-Cola, while alternate remains PepsiCo, Inc. (Punch). All things considered, Coca-Cola keeps up its position in the best post as the obvious victor. The refreshment maker additionally accumulates a center after clients, the same number of shoppers that esteem themselves fanatics of its items tend not to move toward different brands. Going ahead, the organization’s immense money related assets should fuel its sizable showcasing endeavors and expanded item advancement, which ought to drive piece of the overall industry increases as time goes on.

Strong Distribution Network: Coca-Cola makes its items accessible to people in more than 200 nations through the world’s biggest dissemination arrange. Its capacity to use organization claimed/ – controlled merchants, and also autonomous bottlers, wholesalers, and retailers have no parallel. These differing operations have supported market nearness, volumes, conveyances, and item presentations amid an essential traverse.

  • Weakness

Water Management: Water is a constrained asset in many parts of the world, confronting extraordinary difficulties from over exploitation, and in addition raising interest for nourishment and other buyer and mechanical items whose assembling forms require water. These occasions increment the danger of contamination, poor administration, and impacts originating from environmental change. As the interest for water keeps on moving the world over, and water winds up plainly scarcer, the general nature of accessible water sources might just decay notably, leaving the Coca-Cola framework to acquire higher expenses or face limit limitations that could unfavorably influence its benefit or networking incomes over the long haul (Gertner, 2017).

Outside Currency Fluctuation: The organization acquires incomes, pays costs, claims resources, and brings about liabilities in nations utilizing monetary standards other than the U.S. dollar, including the euro, the Japanese yen, the Brazilian genuine, and the Mexican peso. In 2014, it utilized 70 useful monetary standards notwithstanding the U.S. dollar and inferred $26.2 billion of networking incomes from operations outside the United States (Wilson T., 2016). Since its merged monetary proclamations are exhibited in U.S. dollars, Coca-Cola must decipher incomes, wage and costs, and in addition resources and liabilities, into U.S. dollars at trade rates as a result amid or toward the finish of each revealing period.

  • Opportunities

Diversification: Currently, it owns 16% of Keurig Green Mountain and is developing a fresh Keurig Kold device that is set to debut this fall. Keurig, famous for pod-based, hot drinks intends to feature Coke-branded products for its upcoming platform (Kuisel, 1991). In addition, Coca-Cola recently finalized its purchase of a 17% stake in Monster Beverage. The deal provides the company with access to a popular energy drink growth segment (Gedalia, 1991).

Expanded Reach: The populace keeps on expanding at a consistent clasp. We trust Coca-Cola stays committed to separating its portfolio and conveying developing markets with different drink staples over the long haul.

  • Threats

Nutritious Selections: A social move toward normal and natural items has driven many to decide on nourishing waters, smoothies, and different solid drink choices. Likewise, a negative view of these refreshments has surged because of government controllers’ want to put overabundance imposes on soft drinks and sugary soda pops.

Circuitous Competition: Although organizations, for example, Starbucks (SBUX) and Dunkin’ Brands Group (DNKN) don’t contend specifically with Coca-Cola, these organizations do put an imprint in the organization’s piece of the pie (DeFranco, 2015).


In the conclusion I would like to say that Coca Cola is slowly losing its market share and sales due to much loss in Cola Wars that is actually a Cold war between both the beverage making companies. Coca Cola should work on their weaknesses and ensure to avail all the opportunities they have. It should also work on issue that is currently popular that soft drinks are cause of all the diseases. If they will tackle this through media campaigns then they can get what they have lost and will become the company with biggest market share. There are certain more things that are needed to be handled and if left unhandled then they will become a big loss.

Also Study: COCA COLA International Strategic Management Project Report

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  • Cola, C. (2016). 2016-sustainability-report. Retrieved from coca-cola company: https://www.coca-colacompany.com/2016-sustainability-report
  • Cola_wars. (n.d.). Retrieved Octuber 9, 2017, from Wikipedia: https://en.wikipedia.org/wiki/Cola_wars
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  • DeFranco, J. (2015, May 20). SWOT. Retrieved from value line: https://www.valueline.com/Stocks/Highlights/The_Coca-Cola_Company__A_Short_SWOT_Analysis.aspx#.WdqCCcvTTIU
  • Gedalia, I. D. (1991). Enamel softening with Coca-Cola and re-hardening with milk or saliva. American journal of dentistry, (1991). , 4(3), 120-122.
  • Gertner, D. a. (2017). Coca-Cola and the Fight against the Global Obesity Epidemic. Thunderbird International Business Review.
  • Kuisel, R. (1991). Coca-Cola and the Cold War: The French Face Americanization, 1948-1953. French Historical Studies,, 96-116.
  • Miller, D. (1998). Coca-Cola: a black sweet drink from Trinidad. Material cultures: Why some things matter, . 169-87.
  • Peterson, H. (15, March 2015). Retrieved May 9, 2017, from Business Insider: https://www.businessinsider.com/pepsi-surpasses-diet-coke-in-soda-shift-2015-3
  • Plasketes, G. (2004). Keeping TaB: A Diet Soft Drink Shelf Life. The Journal of American Culture, 54–66. .
  • what-is-the-future-for-the-coca-cola-brand-soda-sales-decline-2015-4. (n.d.). Retrieved octuber 9 , 2017, from Business Insider: https://www.businessinsider.com/what-is-the-future-for-the-coca-cola-brand-soda-sales-decline-2015-4
  • Wilson T., D. R. (2016). Beverage Trends Affect Future Nutritional Health Impact. Humana Press, Cham.
  • BROWN, R. J., DE BANATE, M. A. and ROTHER, K. I. (2010), Artificial Sweeteners: A systematic review of metabolic effects in youth. International Journal of Pediatric Obesity, 5: 305–312.


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