Abstract
This paper presents an overview of the ongoing struggle between Pepsi-Cola and Coca-Cola to dominate the marketplace. The author describes the marketing and advertising campaigns adopted by both companies and the ensuing results.

From the Paper
"One of the largest areas of penetration that the two companies have achieved is in competition for exclusive sales rights on college campuses. Under one contract, Pennsylvania State University accepted $14-million for a 12-year contract to make Pepsi-Cola the exclusive soft drink sold on campus. In the fierce competition for college rights, Coca-Cola and PepsiCo are expected to spend over $600 million per year for exclusive rights on various campuses. (Van der Werf A41)
"Universities and colleges now often ask for payments in the form of gifts to scholarship funds or projects to renovate buildings or build new ones, hoping to tap various corporate accounts and increase their receipts, although such tactics raise concerns about colleges tying themselves too closely to sponsors. Schools have also sought increases in commissions they receive for on-campus soft-drink sales, sometimes going from 15 percent to 65 percent. Despite concerns about potentially alienating sources of public funding, and questions about university ethics and consistency with teaching about free-market economics while awarding monopoly contracts, cash-starved public universities are the key targets of major companies seeking high-profile schools been the most aggressive at seeking corporate support. The biggest single soft-drink contract is a $28-million, 10-year contract between Coca-Cola and the University of Minnesota. The University of Illinois at Chicago won a deal from Pepsi paying the school some $6.5-million over l0 years. (Van der Werf A41-42; Marcus 12)"

Tags:soft-drink, sales, competition, exclusive

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 paper, as part of the Coca-Cola Company marketing plan, states that the marketing objectives are to sell as much product at the greatest profit margin to the largest targeted audience possible; to maintain dominant market share by constant awareness of its primary competitor, PepsiCo., and to find and develop new market segments. The paper defines the value-creation objectives for the new fruit drink focusing on the health aspects of the drink and the good and energetic tastes with campaigns geared to teenage consumers. The author includes a SWOT analysis.

Table of Contents
Market and Marketing Analysis
What Is The Product Offering?
What Are Competing Offerings?
Who Could Benefit From The Product Offering?
Why Do Customers Buy?
Why Don't Customers Buy?
How Is The Product Bought?
How Is The Product Sold?
Traditional Market Analysis
SWOT Analysis for Coca Cola Company
Strengths
Weaknesses
Opportunities
Threats
Market Audit
Financial Status the Company
Financial Status of Product Offering
Financial Status of the Industry
Integrated Marketing Analysis
Traditional (Basic) Marketing Channel
Comprehensive Marketing Channels
Integrated Buying and Selling Processes
Marketing Planning
Company Objectives
General Product Offering Objectives
Segmentation and Target Marketing Objectives and Strategies
Key Market Analysis
Profitability Analysis; Longevity Analysis
Value Creation Objectives & Strategies
Image Management Objectives and Strategies
Company/Organization
Communication Objectives and Strategies
Channel-based
Timeline of Events
Budget
Evaluation of Performance
Contingency planning

From the Paper
"The primary beneficiaries of the product offering are the shareholders of the Coca-Cola Company. Next in line are the executives of the Coca-Cola Company who are on strong incentive bonus programs pegged to increased sales. Following the executives are the bottlers throughout the world who sell the product to a multi-layered distribution network. After that, there are the grocery stores, markets, vending machine companies, and restaurants that sell the product at Value Added markups. At the bottom of this benefit, chain is the end user customer. And, it is on the act of understanding purchase motivations of this customer that the remainder of this analysis is focused."

Tags:swot, segmentation, distribution, customer, introduction

Abstract
The paper discusses Coca-Cola's mission statement and its strategy of segmentation. The paper notes the roles of taste and brand recognition in motivating people to drink Coke and relates that Coca-Cola has established far reaching international recognition and created a global level of positioning. The also paper identifies Coca-Cola's promotional tools and highlights the ability of Coca-Cola to market so effectively that the inherently negative nature of the product is totally forgotten.

From the Paper
"The parent company's mission statement is community and environmentally oriented. It fits with the company's imminent resources and capabilities as totally market oriented and consumer focused. The company's mission statement is oriented towards an international message, and global audience that is not segmented according to age or any other typical demographics. The company's message has traditionally been global, which is all the more relevant in today's era of globalization of business. The company states its mission as three fold, providing the following three elements as the means by which the company is inspired by its underlying mission."

Tags:segmentation, taste, brand, recognition, advertising, distribution

Abstract
This paper analyzes the Coca Cola Company from a marketing point of view. Topics covered in the report are: Brief Company History, Mission Statement, External Factors and Industry Environment (Economic Factors, Social Factors, Technological Factors), Rivalry, suppliers, and buyers, Company Profile- Organization Structure, Strategic Analysis, Strengths, Weaknesses, Opportunities, and Threats, Building Competitive Advantage through Action Plans.

From the Paper
"The Coca Cola system is indeed a special business. At the heart of Coco Cola, especially in its first 100 years, there has been a commitment to intense marketing and to the preservation of its patented formulas and processes to make its special syrup. The Coco Cola Company became an organization in 1892. Today, Coca Cola provides the consumer with a desired product and service. Coca Cola has become a household word within the United States and one of the most recognized symbols around the world. Coca Cola sells image versus performance. Coca Cola grew steadily and diversified with global vision (Pearce & Robinson 6th edition)."

Tags:competitive, external, internal, marketing, planning, swot, target

Abstract
The paper offers a profile of the Coca-Cola company and discusses how the full satisfaction of customers' needs sits at the core of Coca-Cola's marketing strategies. The paper then focuses on Coca-Cola's strategies that are based on customer relations, increasing market share, increasing the exports to foreign countries, and penetrating the unserved markets. The paper concludes with recommendations based on these marketing objectives.

Outline:
Organization Profile
Marketing Orientation at the Company
Marketing Planning Process at the Company
Marketing Activity Recommendations

From the Paper
"The Coca-Cola Company was founded in 1886 in Atlanta, Georgia by Asa Griggs Candle and it is publicly traded on the New York Stock Exchange under the signature KO, for a value of $50.34 a share (July 16, 2008). The organization activates in the non-cyclical consumer goods and services sector, in the non-alcoholic beverages industry. In 2007, the company had registered revenues of $28,857 million and net profits of $5,981 million, both revealing growth as compared to fiscal year ended in December 2006. Their current market capitalization is of $116.93 billion (Reuters, 2008)."

Tags:customer, relations, market, share, exports

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 explains why the Indian population has benefited from Coke's entrance into its market and why Coca Cola desires to expand into this foreign market. The paper discusses the various factors Coca Cola has to consider in marketing to a new area and concludes that a company that sufficiently researches the markets within the country it is entering stands to enjoy significant gains.

Outline:
Introduction
Benefits to India from Coke's Entrance to the Market
Why the Indian Market Place is Attractive to Coca Cola
Conclusion

From the Paper
"The Indian population has benefited from Coke's entrance into the market, a factor which stands strongly in favor of Coke's success. One of the reasons for this benefit has been the fact that Indian firms and investors have been allowed to purchase equity in Coca Cola's Indian bottler, a factor that allows the Indian consumer to purchase a product from an international company while still benefiting the local economy. The amount of return is seen on the investments made by Indian consumers."

Tags:advertisements, marketing, soft, drinks, bottling

Abstract
The paper provides an overview of the Coca-Cola company and looks at its core competencies and competitive advantage. The paper examines the external factors that impact Coca-Cola's marketing strategies, its geographic and consumer target markets and its focus on all aspects of the marketing mix.

Outline:
Company Description
Core Competencies and Competitive Advantage
Situational Analysis
Target Markets
Marketing Mix

From the Paper
"The Coca-Cola Company (NYSE: KO) was founded by John Pemberton in 1886 in Atlanta. Pemberton did not live to see the success of his product, however. Asa Candler acquired the rights to the product and logo by 1891, and proceeded to build the company over the subsequent years. The company spread across the nation rapidly, with three new plants set up within just a few years. Candler marketed the product aggressively. By 1894, Coca-Cola was bottled by a franchisee in Mississippi, a development that allowed for the soda fountain beverage to be enjoyed at home. The product's international spread began and Coca-Cola was already under attack from imitators. These attacks led to the development of the iconic bottle shape, six-packs and more aggressive marketing to distinguish the brand from imitators (Coca-Cola.com, 2009).
"Today, Coca-Cola is the leading producer of non-alcoholic beverages, owning four of the top five brands in the category (Ibid). The company owns over 3000 products, which are sold in over 200 countries worldwide. The company has 13 brands that are do over $1 billion in annual sales (Coca-Cola Company Fact Sheet, 2009). The company's global reach is evident in the fact that over 70% of its revenues are generated outside of North America. Sales last year were $31.73 billion and profits $5.66 billion (2008 Annual Report) and its market cap is over $110 billion at present (MSN Moneycentral, 2009)."

Tags:competencies, target, markets, marketing, mix

Abstract
At one time, Coca-Cola was American capitalism's most successful and easily-recognized brand. But, as Coca-Cola expands into markets once thought to be impenetrable, problems arise. This paper shows that the problem is not merely a sort of anti-American marketing approach by local brands world-wide, but also the recognition that what goes up (in terms of sales and popularity) might sometimes reach a plateau. The paper examines why this seems to have happened with Coke in India.

From the Paper
"It is easy to answer the question about why Coke should enter and increase its presence in the Indian market: As mentioned earlier, it is a huge market in terms of population. Its climate is hot and therefore more cold drinks will be consumed. What is less easy to answer is how Coca-Cola should position its major brand- Coca-Cola, which has not been as successful in India to date as elsewhere. For this reason, Coke is doing the smart thing- investing in, and building non "Coke" brands and products, from bottled waters to fruit drinks. It is also developing products which have been successful in other Asian nations, such as "its ready-to-drink coffee in Japan""

Tags:economics, beverage, capitalism, third-world