Coca-Cola is one of the most globally active international companies, deriving 80 percent of its sales from outside the U.S. To succeed internationally, Coca-Cola had to understand that different markets require different marketing strategies and relationship building. In India, Coca-Cola changed its slogan when it learned soft drinks were reserved for guests. In Japan, Diet Coke was renamed Coke Light to avoid embarrassment. In Spain, brown delivery trucks were repainted because they resembled hearses. In Germany, delivery uniforms were altered since brown shirts carried negative associations. Coca-Cola's ability to adapt its marketing to local cultures enabled its global success.

1. Going International
The Coca-Cola Company is an American multinational beverage corporation and
manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups
invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia .
Coca cola is the brand with the highest brand equity. No doubt it has gone through the ups
and downs of business to reach that position. The marketing mix of Coca cola has been
changing over time with more and more products being added such that today it has 3300
products
Product : The company has the widest portfolio in beverage industry comprising of 3300
products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy
drinks, tea and coffee etc. As per Nielson‟s data, Coca cola is the No.1 brand in sparkling
beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around
200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute
Maid, Nimbu fresh, Nested iced tea etc.
Price : Due to the availability of wide range products the pricing is done according to the market
and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their
pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke.
Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they
form into cartel contract to ensure a mutual balance in pricing between the sellers.
Place : Coca cola is the world‟s most favorite brand and is available all over the world. The
distribution system of coca cola follows the FMCG distribution pattern. The effective
distribution network of coke has almost eroded the small and middle level players in the market.
In India they have captured even the rural market by extensive distribution and have eroded the
market share of Bovonto, Kalimark etc.
Promotion : Coca cola adopts various advertising and promotional strategies to create an
increased demand in the market by associating with life style and behaviour and mainly
targeting value based advertising. You are more likely to see a coke ad individualised for a
particular festival or in with a general positive message. Coca cola uses CSR as its marketing
tool to gain emotional benefits in consumers mind. The current promotions through CSR
include “Support my school” campaign with NDTV. It has many brand ambassadors like
Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha , Ghambir, Aamir khan
etc and has signed contract recently with Imran khan. It allows price discounts and allowances

2. to distributors and retailers in order to push more products into the market. It employs both push
strategy through promotions and pull strategy through advertisements and campaigns.
Going Internationally :
Coca-Cola is one of the most globally active international companies, deriving 80 percent
of its sales from outside the U.S although Its US Oriented !!
People walk miles down dirt roads to reach a place to buy Coke.
CocaCola was Aware that no Market is the same as other
Coca-Cola found India to be a good market for its products because of the large population and
the low-cost labor to operate its bottling plants. International markets are usually different from
the local market, which necessitates different marketing strategy and stronger relationship
building effort
In India, the company had to change its marketing message when it was discovered that
water was drunk at most meals and soft drinks were typically reserved for guests and
special occasions
So the slogan message was changed to be "Whatever you wish will come true, enjoy
Coca-Cola!" to calm down protestors
In Japan, Diet Coke was renamed-Coke Light after the firm learned that the term “diet”
carried an embarrassing connotation
So the Slogan became “ The Coke Side of Life “
In Spain, the brown trucks had to be repainted because they resembled the country„s
hearses
“ The Flavor of Life “
In Germany, the drivers„ uniforms were changed because no one in that country had been
required to wear a brown shirt since 1945
http://en.wikipedia.org/wiki/Coca-Cola_slogans Check Out CocaCola Slogans
Conclusion
Imagine if Cocacola Didn‟t study the culture of those countries before it go
Internationally ,, Being flexable ,,
Globalization Talks
Regards ,
Rania Ayman