Kiran B. Deshmukh's document discusses Coca-Cola's marketing strategies. Coca-Cola operates in over 200 countries and 94% of the world's population is aware of its red and white logo. Its mission is to refresh the world, inspire optimism and happiness, and create value. Coca-Cola employs diverse integrated marketing across direct marketing, social media, sales promotions, and more to advertise consistently. Its logo, bottle design, and brand image are internationally recognizable.

1. Name : Kiran B. Deshmukh
Class : MBA II (12)
SCMS SRTMU NANDED

2. ABOUT :
• Coca Cola is world’s leading soft drink maker and
operates in more than 200 countries around the world
• According to business insider, approximately 94% of
the world population is aware of the red & white logo
of Coca Cola.

3. Mission Statement
• “Our Roadmap starts with our mission, which is
enduring. It declares our purpose as a company and
serves as the standard against which we weigh our
actions and decisions.
To refresh the world.
To inspire moments of optimism and happiness.
To create value and make a difference.”

4. Revenue and sales :
• According to The Coca-Cola Company's 2005 Annual Report, it had sold
beverage products in more than 200 countries that year. The 2005 report
further states that of the more than 50 billion beverage servings of all
types consumed worldwide, daily, beverages bearing the trademarks
owned by or licensed to Coca-Cola account for approximately
$1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or
"Coke" accounted for approximately 78% of the company's total gallon
sales.
• In 2010, it was announced that Coca-Cola had become the first brand to
top £1 billion in annual UK grocery sales.[ In 2017, Coca Cola sales were
down 11% from the year before due to consumer tastes shifting away
from sugary drinks.

5. ADVERTISING :
• Coca-Cola advertising has "been among the most prolific in
marketing history", with a notable and major impact on popular
culture and society as a whole.
• The logo, bottle design, and brand image are internationally
recognizable. Their product is ranked the number one soft drink,
repeatedly, internationally, and has notoriety as the first soft drink
consumed by astronauts in space. Coca-Cola employs a diverse
range of integrated marketing communications to advertise
through direct marketing, web based media, social media, and
sales promotions (Stringer, 2015).

6. Continue _
• The company carefully considers all touch points a
consumer (or prospective consumer) has with the
brand as potential delivery channels for the brand's
message, and makes use of all relevant
communication systems. This well established, long-
standing, consistent approach has created a longing
for the product that by far "superseded the desire for
that typically associated with a drink to quench one's
thirst"

7. DIRECT MARKETING :
• They have exclusive vendor company partnerships, which
eliminates competition, e.g. cinemas and restaurants only serving
Coca-Cola over Pepsi. At sponsored sporting events, they again
eliminate competition by attaining sole sale rights as well as VIP
sales opportunities to important clients, for example, baseball
fields.
• Emails, online adverts, flyers, database marketing, promotional
letters, newspapers, outdoor advertising, phone text messaging,
magazine adverts, coupons, phone calls, postcards, websites, and
catalog distribution are some examples of direct
marketing strategies.

8. Viral marketing :
The company also markets via mobile marketing in text messages, e.g. viral
marketing campaigns
Example :
Taste the Feeling
• In 2016, Coca Cola rolled out the integrated ‘Taste the Feeling’ campaign – an
update to its previous ‘Open Happiness’ tagline. With a number of
international agencies working on the campaign, it involved 10 TV
commercials, digital, print, out-of-home, and shopper initiatives.
• Overall, the theme was to offer an insight into the everyday moments and
feelings that surround drinking Coca Cola, as well as to show the diversity of
people around the world who enjoy it.

9. Web and social media :
• They set the industry benchmark as the brand so
universally recognized that audience building is
unnecessary. Their fan engagement spans 86 million
globally across social media channels. They deliver a
consistently unified message whether it be through
new products, online interaction, and social, cultural,
or sporting events

10. Sales and promotions :
• In the retail setting, direct store beverage delivery
trucks (mobile advertising) as well as point of sale
coolers and vending machines have bright red logo
blazoned branding. In terms of food service, Coca-
Cola is a food pairing suggestion that is now ingrained
as a food match, e.g., for popcorn, burgers, fries, and
hot dog combos

11. CONCLUSION :
• What can we learn from Coca-Cola’s marketing strategy is clearly
depicted it its “Happiness Machine” video. To build a successful
global brand: make human connections, remain innovative, and at
the same time, stay true to simple principles.
• These are all Coca-Cola’s global marketing techniques that have
contributed to the company’s place as an industry leader, even
after 125 years.