Abstract
This paper provides an overview of the background of the Coca-Cola Company, its' marketing strategies and positioning through product, price and promotion. The writer considers Coca-Cola's targeting and positioning a key marketing strategy for the company. Additionally, the paper explains that Coca-Cola's goal is to use the company's assets, financial strength, distribution system and strong commitment of management and employees, to become more competitive and accelerate growth. The paper concludes with recommendations for improvements in Coca-Cola's marketing.

Outline:
Introduction
The Coca-Cola Company's Background
Coca-Cola's Marketing Strategies & Evaluation - Strategy Level
Coca-Cola's Marketing Strategies & Evaluation - Tactical Level
Industry Analysis
SWOT Analysis
Recommendations for Improvements in Marketing Operations and Strategy
Conclusion

From the Paper
"At the strategy level, Coca-Cola's marketing strategy involves a thorough examination of the company's market segmentation, targeting, and positioning. Overall, Coca-Cola boasts impressive statistics, including 50,000 employees; a total debt of only $7,003.0 million; cash balance of $6,707.0 million; and revenues for 2004 of $22,150.0 million, which has steadily increased since 2001 (Reuters at http://www.investor.reuters.com/business/). Currently, the United States is the company's largest market. However, only 20% of Coca-Cola's operating income comes from the United States, where the company sells over 3 billion unit cases a year to capture 41% of the entire United States soft drink market (Research Reports at http://www.ascensio.com/Reports/CokeClassicCC.aspx). This is an example of the strength of Coca-Cola's market segmentation, because essentially half of the United States soft drink market belongs to Coca-Cola. Even in a developed market such as the United States case sales have grown at 3% per year over the past five years."

Tags:Coca-Cola, marketing, advertising

Abstract
The paper reveals that while Coca-Cola has long been a powerful and conspicuous symbol of American corporate success, that proud legacy is now under attack as the company finds itself faced with sagging profit margins and sagging fortunes. The paper suggests that Coke's corporate culture needs to change and that it needs to begin emphasizing relational rather than just transactional contacts between itself and its employees. Furthermore, the paper asserts that the company must start becoming more flexible and adaptable. The paper identifies the culture of Coca-Cola and the socialization tactics it has used in the past - but may wish to revisit. The paper also examines the psychological contract between Coke and its employees and what precisely the strengths and weaknesses of the company's culture are. The paper concludes that Coca-Cola must change its culture to one that emphasizes relational rather than just transactional contacts between the company and its workers.

From the Paper
"Coca-Cola has long been a powerful symbol of American corporate success. Yet, that proud legacy is now under attack as the company finds itself faced with sagging fortunes. The following brief paper will suggest that Coke's socialization practices are lacking insofar as they do not have appropriate employee programs and evaluation processes in place; consequently, new or veteran workers are left with the impression that the organization is reneging on its relational commitments under the psychological contract. In the end, Coca-Cola must pursue socialization..."

Tags:coca, cola, culture

Abstract
This paper considers and evaluates the public relations response of Coca-Cola to charges that its products are filled with pesticides in India. The paper focuses on Coca Cola's strategy of using scientific information to present the facts. The paper further shows how Coca Cola accomplished this through the use of the media.

From the Paper
"Public relations are an integral part of many organizations' marketing strategies. Public relations may involve some advertising when companies pay to put forth a particular message but more commonly public relations are also press relations. Companies and organizations often seek to involve the news media through press releases and press conferences and generate stories in the press regarding the organization's products and services. When the organization controls the message being put forth its public..."

Tags:public relations, coca-cola, robert woodruff, india, pepsico

Abstract
This paper examines Coca-Cola's marketing strategy to children, to young adults, and to seniors, and explores how the Coca-Cola Company attempts to differentiate its marketing strategies for these three groups. It also examines how effective the marketing and advertising programs of Coca-Cola were, and are, in creating demand for the company's products.

From the Paper
"Coca-Cola has been linked to popular American culture for many years. The company was founded in in Atlanta, Georgia, by John Pemberton. This paper examines Coca-Cola Corporation's marketing strategy to children, to young adults and to seniors. Specifically, it examines how marketing is conducted differently to these different target markets. According to an article written by Louise Kramer, published in "Advertising Age, Coca-Cola", it is among the world's best known brands. Coca-Cola uses careful marketing research to an..."

Tags:Coca-Cola, branding, marketing, labeling, children, young adults, adults, teenagers, consumption, media, brands, loyalty, schools, market niche, segmentation

Abstract
This essay discusses the interaction between the advertising wars between Pepsi-Cola and Coca-Cola and the American setting in which that advertising is carried on. It reports on how Pepsi and Coke have injected themselves ubiquitously into schools, sometimes through very generous efforts, often through exclusive contracts, and have in the process become the target of increasing activism.

From the Paper
"Pepsi-Cola and Coca-Cola have consistently struggled against one another for market share. The two companies hold nearly 75 percent of the soft drink market, and spend more than $400 million a year in advertising. (Freeman s30) Facing continual pressure to increase market shares and sales volume, the companies turned in the late 1990s to marketing to schools, including high-schools, colleges, and universities. These efforts have had two results: first, they have given the two companies a continually greater presence in the lives of students from elementary schools through colleges. Secondly, they have prompted backlashes on..."

Tags:pepsi, cola, coca, cola, advertising

Abstract
This paper considers Coca-Cola advertising campaigns through the years, using the Lasswell communication formula as a framework to analyze the ads. The paper describes some of Coca-Cola's promotional campaigns that built its worldwide brand recognition.

From the Paper
"Coca-Cola has one of the most recognized brands in the world and that recognition is due in large part to the company's careful marketing and branding efforts. Coca-Cola has more than a century of marketing behind its brand, and despite missteps such as New Coke, the company remains strong and a symbol-good or bad-of American consumerism and marketing. This research considers some of the promotional campaigns that have built the Coca-Cola brand around the world, and uses the Lasswell communication formula as..."

Tags:Coca-cola, advertising, Lasswell formula, communication, brand

Abstract
The paper discusses how price rigidity is not always a 'problem' of manufacturers but can be a good long-range tactic, as in Coca Cola's experience of the 5 cent Coke that prevailed through every kind of reversal and alteration until 1959. The paper addresses technology, consumer behaviour, brand loyalty, consumers' preference for fixed prices during periods of inflation and recessions/depressions.

From the Paper
"This paper refers to an interesting phenomenon in marketing and retail pricing as these do not need to refer always to the arithmetic of production costs or optimized profits. Levy & Young explained the remarkable retention of a 5 cent price for Coca Cola in America that prevailed between 1886 and 1959, in spite of a much changed soft drink industry, market demand, changed product and production, distribution, regulatory changes and costly lawsuits. (2004) Through it all, Coke continued to sell, and not only increased its sales but became a kind of..."

Tags:levy & andrews, coca cola, pricing

Abstract
The paper discusses how the Coca-Cola Company (Coke) is one of the most recognized brands in the world. The paper relates that the company manufacturers, sells, and distributes carbonated beverage drinks such as its flagship product Coca-Cola Classic and a host of other carbonated and non-carbonated beverages. The paper reveals that altogether, Coke manufactures and markets more than 400 unique brands and products across the globe in approximately 200 countries and reported sales of more than $23,104m during 2005 with a net profit of $4,872m .

From the Paper
"The Coca-Cola Company (Coke) is one of the most recognized brands in the world. The company manufacturers, sells, and distributes carbonated beverage drinks such as its flagship product Coca-Cola Classic and a host of other carbonated and non-carbonated beverages. Altogether Coke manufactures and markets more than 400 unique brands and products across the globe in approximately 200 countries and reported sales of more than $23,104m during 2005 with a net profit of $4,872m (Form 10-K)."

Tags:coca, cola, convention

Abstract
The paper relates that the highest grossing coffee beverage in Japan is Coca-Cola's Georgia. This unique coffee beverage can be served hot or cold. Following is the marketing information for an introduction of Georgia into the United States. Included in this, is a market analysis, an industry and competitor assessment and the marketing strategy that will be employed.

From the Paper
"Market Analysis: As noted, Georgia is the highest grossing coffee beverage in Japan; however, to successfully enter the United States market, a different market segment should be targeted. Instead of targeting adult beverage drinkers, the late teen, early twenties age demographic should be targeted for American Georgia. Young adults between the ages of 12 and 21 spend $217 billion a year, in the retail market (Clements). In fact, teenage girls spend approximately $47 per week, while boys spend $45 per week ("Girl Power")."

Tags:georgia, coffee, coca, cola

Abstract
This paper examines the possible entrance of the Coca-Cola Company into Iran, looking at what problems it may have in entering this market, how it might be able to overcome these challenges, and what continuing challenges that it would face in this market.

From the Paper
"We all know "at least if we are old enough to have heard the jingle" that Coke would like to teach the world to sing in perfect harmony. Except that this isn't quite true. What the Coca-Cola Company would most like to do is to teach the world to drink Coke or one of its other wholly owned brands. The company has in fact proved to be remarkably hardy in the ever-more-globalizing economy. It's hard to travel anywhere in the world today and not see someone sipping a Diet Coke."

Tags:iran, coke, coca, cola, market, globalization, economy