The Coca Cola Company

Paper Summary:

The Coca Cola Company was founded as a small business enterprise and has grown to become one of the largest companies operating worldwide. The rapid expansion of Coca Cola and its leadership in several markets is primarily because of its effective and well-defined marketing strategies. This paper gives a history of the company and discusses some of its earlier marketing ploys from advertising its products through newspapers and billboards in 1900 to being advertised on the radio and television in the 1930's. It also analyzes some of today's several marketing strategies such as product lines, brands, packaging and pricing adopted by Coca Cola in terms of their success, future trends and recommendations for improvements.

From the Paper:

"Coca Cola has adopted the strategy of differentiating its brands from that of the competitor through strong image building of its brands. Its strong advertising campaigns have always focused on developing a strong image of its products. The brand building efforts of Coca Cola has based on image and its association with energy and fun. Another important aspect of Coca Cola's differentiating strategy is its taste. The company has maintained the taste of its product since its introduction in the market. The taste of Coca Cola is one of the most important factors that give an edge to the company over its competitors."

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