Words: 1046
Because Coca-Cola supports these decisions, the company does not market any products directly to any child less than 12 years of age. Meaning, that the Coca-Cola Company does not purchase any advertising that directly targets audiences that are more than 35% children under the age of 12. This policy applies to all television, radio, print, Internet, and mobile phone advertisements (“Responsible Marketing”, 2013). The Coca-Cola Company provides a wide variety of beverages from carbonated drinks to Juices. Coke is geared to attract customers 12 years and older.
The Coca-Cola Company is in a rent movement known as the visions. In this, the company has set goals in areas of profit, people, portfolio, partners, planet, and productivity. By 2020, Coca-Cola plans to double both its revenue and number of servings of its products. To do this, the Coca-Cola Company is focusing on multicultural demographics. Rather targeting only Hispanic heritage month and Cinch De Mayo, Coca-Cola will focus on the World Cup with Hispanic males and novellas with Hispanic females. This strategy is also going to apply to African-American consumers, mainly targeting African-American mothers (Zamia, 2009).
Coca-Cola also has future plans to market more efficiently both locally and globally through social media. These social efforts will target teens, moms, and multicultural consumers. Efforts to do this will include experimenting with new media such as digital billboards and social media, as well as in-store advertising. Coca-Cola will continue to product high-profile television campaigns as well. The Coca-Cola Company consistently complies with all applicable United States legal requirements. Since its first production, Coca-Cola has experienced many government battles, some of which are still going on today.
Health issues tend to be the most frequent topic in these battles. Coca-Cola efficiently works daily to decrease any consumer health issues that could be related to its products. Producing low- calorie, sugar free drinks is Just a small token of how Coca-Cola cares about its consumers. Coca-Cola does not disappoint its consumers at all with its new technological inventions. Coca-Cola has recently invented a new Coca-Cola Freestyle soda fountain. The company’s new soda fountain is found in fast food restaurants and is replacing the old self-serve fountain dispenser.
The new Freestyle soda mountain has a LCD screen that helps eliminate a lot of the raw materials found in your ordinary fountain dispenser. By doing this, consumers are able to access over 100 beverage choices as opposed to the older soda fountain that has six to eight flavors. With this new innovation, all parties are at an advantage. Consumers are given the opportunity to select from a large product selection, the retailer benefits by providing its consumers with this wide selection making its restaurant more appealing, and lastly Coca-Cola benefits by making all of its flavors accessible (Dickey, 009).
Dry. Phenomenon, along with his business partner, Frank Robinson, developed a positive branding strategy for the Coca Cola. The Coca Cola Company still uses the same logo and script that Robinson developed in 1886. It has maintained the status of being the number one non-alcoholic beverage since its invention. Since its development, Coca Cola has tested several different brand enhancements, but is still convinced that consumers are drawn to its original logo. As many as 20 brand attributions are tested each month with as many as 4,000 consumers.
This brand placement strategy has been noted effective and well managed. Keeping the same branding logo over the years has shown Coca Cola consumers that the company has loyalty. Brand loyalty displays the importance of keeping the image of Coca Cola and not conforming to the modern day world. Consumers are retained by default to what he or she is familiar with. The Coca Cola Company has also invested in branding strategies by advertising with well-known celebrities. In regards to its no calorie product, Coke Zero, Coca Cola attracts consumers by using the tag line, “The Real Thing”.
Telling consumers that it is zero calorie, but still tastes the same gives Coca Cola an advantage over other companies (“Development Strategy Of Coca Cola”, n. D. ). In recent years, the Coca Cola Company has been under fire in regards to its prices. In a 2011 report, Mutter Kent, chief executive of Coca Cola, defended the company’s pricing strategies. In his meeting, Mr.. Kent said that Coca Cola’s price points work for the company. In 2011, Kent expected Coke to raise prices by an average of 3 to 4% during the second half of the year. This would leave prices up about 2 to 3% for the entire year.
Earlier that year, the company had stated it would only be 1 to 2% for the year. To help flatten prices, Coke has begun offering its products in smaller packages. In 2011, Coke’s revenues increased 40% raising it to $10. 5 billion. Kent also stated what the company was working with its local bottling partners to help cut costs (Rapport, 2013). One of the major factors that separate Coca Cola from all of its competitors is its distribution system. Coca Cola is a worldwide business that operates on a local scale. Coca Cola operates through multiple local channels and has over 250 bottling partner worldwide.
The Coca Cola Company manufactures and sells concentrates, beverage bases, and syrups to bottling companies. The company owns the brands and is responsible for all consumer brand marketing. The bottling companies are only responsible for manufacturing the bottles, packaging, merchandising, and distributing the finished product to customers and vendors. The company’s bottling partners work closely with customers and vendors such as, grocery stores, restaurants, convenience stores, and many others. These customers and vendors then sell the Coca Cola product to consumers at a rate of more than 1. Lion servings per day (“The Coca Cola System”, 2013). The Coca Cola Company has proved itself as being an efficiently ran company through the following research and analysis’. Throughout this research, it is understood that Coca Cola established its company on morals and standards that are still valued today. The Coca Cola Company has upheld its dominant nature by remaining liable to its branding, thorough pricing strategies, and building and maintaining good relationships with its distributors. The company’s recent technology innovations help it to conquer its competitors in the number of products assessable to consumers.