Coca-Cola's mission is to refresh the world, inspire optimism and happiness, and create value. It has successfully marketed to billions through promotions like using Santa Claus in 1931 and sponsoring major sporting events. Coca-Cola offers a large variety of product types to meet all tastes and remain the top refreshment choice. While it aims to be number one in everything from ingredients to delivery, its greatest risks are managing massive communications to its huge target market and choosing the right media and messages.

17. 1.What does Coca-Cola stand for? Is it the same
for everyone? Explain.
• 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.
Mission
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.

18. 2. Coca-Cola has successfully marketed to
billions of people around the world. Why is it so
successful?
• Christmas promotion started in 1931. Used coke Santa to
promote the product in the market.
• Sponsors the Olympics and other sporting activities such as
NBA, NASCAR, NCAA, FIFA world cup and the English Football
League.
• Radio, television, print internet, billboards, magazines, digital,
in-store, public relations, events, paraphernalia, and even its
own museum.
• “Band wagon” aimed at showing the consumers that the
product is number one and because the consumers always
want to be on the winning side they will purchase the
product.

19. 3. Can Pepsi or any other company ever surpass
Coca-Cola? Why or why not? What are Coca-
Cola’s greatest risks?
Coca-Cola offers the high quality of Coca-Cola's products and a very
large product mix. It markets four of the world's top five soft drink
brands and categorizes seven different types, which are energy drinks,
juice drinks, soft drinks, sports drinks, tea and coffee, water and
others. All of their brands are to ensure that all tastes are met and that
the Coca-Cola Company remains the first refreshment choice for every
generation. In everything that Coca-Cola do, from the selection of the
ingredients to the manufacture of their products and their delivery to
the market place they aim to be number one. Coke’s greatest risks
have to be the managing of its mass communications strategy and
reaching the brand’s target market. Since its target market is so large
Coca-Cola has to spend a lot of money and time choosing that right
media and marketing message.

20. SUMMERY

21. DISCLAIMER
Created by Adarsh Singh, NIT Jamshedpur,
during a marketing internship by Prop. Sameer
Mathur, IIM Lucknow.