This document provides an overview of Coca-Cola's business strategies, stakeholders, communication strategies, image, identity, reputation, and various other strategies. It discusses Coca-Cola's stakeholders which include customers, suppliers, creditors, civil society, government agencies, owners, and employees. It also outlines Coca-Cola's integrated communication strategies using tools like sales promotion, advertising, sponsorship, social media, and direct marketing. The document discusses Coca-Cola's image, identity, and reputation as well as its advertising, corporate social responsibility, media relations, internal communication, investor relations, and government relations strategies.

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Table of Contents
Table of Contents........................................................................................................................................1
Coca-Cola business strategy........................................................................................................................3
Stakeholders................................................................................................................................................3
Types of Stakeholders..............................................................................................................................4
Stakeholders of Coca-Cola Company.......................................................................................................4
Customers/Consumers........................................................................................................................4
Suppliers..............................................................................................................................................4
Creditors..............................................................................................................................................5
Civil Society and Government Agencies...............................................................................................5
Owners (Shareholders)........................................................................................................................5
Employees...........................................................................................................................................6
Coca-Cola Communication Strategies..........................................................................................................6
Tool of Integrated Communication Strategy...........................................................................................7
Coca-Cola’s Image........................................................................................................................................8
Coca-Cola’s Identity.....................................................................................................................................8
Coca-Cola’s Reputation................................................................................................................................9
Advertising Strategies of Coca-Cola Company.............................................................................................9
Corporate Social Responsibilities Strategies..............................................................................................10
Media Relations Strategies........................................................................................................................10
Internal Communication Strategies of Coca-Cola Company......................................................................11
Investor’s Relations Strategies...................................................................................................................11
Government Relations Strategies..............................................................................................................12
Crisis Communication Strategies of Coca-Cola Company..........................................................................12
Background Information

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The Coca-Cola Corporation was found in 1886, and it was amalgamated on September 5,
1919 as a beverage company. The Company licenses, owns, and markets over 500 nonalcoholic
drink brands mainly sparkling beverages. Equally, the Company owns 16 billion dollar marques,
including four of the best five soft beverages: Sprite, Fanta, Diet Coke, and Coca-Cola. Other
best brands include PowerAde, Vitamin-water, and Minute Maid. Nonetheless, the Company has
various beverages like waters, improved waters, juice drinks and juices, coffees and ready-to-
drink teas, and sports and energy drinks. Equally, the Corporation makes its beverage
merchandises available to thirsty consumers in 200 countries around the world. The availability
is done through the Company-owned network or distribution operations and controlled bottling
as well as independent bottling distributors, partners, retailers, and wholesalers.
The segments of the Company include Africa and Eurasia, Asia Pacific, North America,
Latin America, Europe, Bottling Corporate, and Investment. Moreover, in its concentrate
operations, the corporation makes net incomes by selling syrups and concentrates to authorized
canning and bottling partners. Equally, the Company’s bottling partners usually combine the
concentrates with sparkling water or still water and sweeteners to produce finished drinks.
Similarly, the Company’s partners combine sparkling water with syrups to produce finished
drinks. Hence, they pack the finished beverages in authorized containers like cans and non-
refillable and refillable plastic bottles and glass, bearing trademarks accredited to the Company.
Furthermore, the finished beverages are then vended to retailers directly or through wholesalers
or various bottlers.
The Company sells its fountain beverages concentrates to its bottling associates outside
the US. The Company’s operations regarding the finished product consist of Company-
controlled or –owned bottling, distribution and sales operations that are included in Coca-Cola’s

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operating segment for bottling investments. Equally, the Company generates net revenues
through selling sparkling drinks and a range of still beverages like juice drinks and juices, sports
and energy drinks, ready-to-drink coffees and teas, and various water products to bottling
partners, wholesalers and retailers. Furthermore, the Company’s competitors include the
Unilever Group, Kraft Foods Group, Inc., Mondelez International, Inc., GroupeDanone, Nestle,
and PepsiCo, Inc.
Coca-Cola business strategy
Beverage consumers are increasingly becoming health conscious. As a result, the sale of
sodas is declining because consumers are concerned about obesity and sugar. Even though the
trend characterizes all beverage companies, Coca-Cola Company is greatly affected because
approximately 75% of its sales are generated from carbonated drinks. For these reasons, Coca-
Cola is being advised by industry analysis to channel its focus on diversifying itself through
acquisitions. On the contrary, Coca-Cola is adopting a business strategy that primarily focuses on
maximizing profitability and growth with an aim of enhancing its shareholders value. Some of
the strategies being applied to realize the above objective is the implementation of multi-
segmentation strategies in its key markets; product innovation; developing new distribution
channels and businesses; changing its business models to enhance the value of their potential
customers, and utilizing a segmentation approach that is value-based.
Stakeholders
Stakeholders are groups, people or organizations that have indirect or direct stake in the
form of support in an organization. Stakeholders affect, and they are equally affected by the
actions, objectives, and policies of an organization. As such, the primary stakeholders in an
organization or business include customers, creditors, employees, directors, unions, suppliers, the

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government and its agencies, and the community that the company gets its resources.
Additionally, stakeholders are not the same, and various stakeholders are entitled to various
considerations from an organization. For instance, customers of a firm are entitled to impartial
trading practices however they are not authorized to the similar consideration as the employees
of the firm. Hence, stakeholders are a set of individuals with an interest in a commercial
organization.
Types of Stakeholders
Stakeholders fall into two different categories known as the internal and external
stakeholders. However, some scholars describe the two categories of stakeholders as the
secondary stakeholders and primary stakeholders. For instance, a firm’s employee can be
grouped as an internal stakeholder but when he becomes a customer of the same company, he
becomes an external stakeholder.
Stakeholders of Coca-Cola Company
Customers/Consumers
Consumers or Customers fall under external stakeholders. In Coca-Cola Corporation,
customers are of great value because they have a great influence on the strategy of the business.
Equally, consumers always want to purchase products from the firms that they trust. As such,
customers are of great influence since every business is based on the customers that they have. In
reality, if customers do not exist, then no business will ever take place.
Suppliers
Business partners and suppliers are essential to Coca-Cola Corporation’s success. For
instance, they assist the company to refresh the world, over 1.6 billion times each day, by
delivering necessary services and products for their business. Having an ethical, stable and sound

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supply base is significant for the development of Coca-Cola Firm in local communities across
the world. As a Corporation, Coca-Cola has the responsibility of holding its direct suppliers to
values that are required by the appropriate law.
Creditors
Creditors of Coca-Cola Corporation fall under the group of external stakeholders. The
Coca-Cola Firm partakes in investor assessments as well as conducting briefings precisely for
the investment community that is socially responsible. Equally, the Company includes
sustainability performance in its yearly financial report and road shows for investors. As such,
creditors are of great influence on the Company’s business decisions and strategies.
Civil Society and Government Agencies
Coca-Cola Corporation has made various industry commitments to the action on health,
diet, and physical activity. Equally, the Company is a member of various unions, for example,
the Union of European Beverages Associations (UEBA). Moreover, Coca-Cola works in
partnership with agencies of the national government to implement fitness and sports programs.
Equally, the Company works with ministries of the national environment to protect watersheds.
Similarly, Coca-Cola Company works with government and industry agencies to construct
sustainable wrapping management schemes and promote recycling.
Owners (Shareholders)
Coca-Cola Company has its owners who fall under the group of internal stakeholders;
hence they are considered to be the primary stakeholders. Equally, owners of Coca-Cola
Company have a direct stake in the firm because all the activities revolve around their money
that funds the company. For instance, if Coca-Cola firm makes profits and their stocks gain
value, eventually the owners will earn more money. Nonetheless, if the Corporation has

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problems and it makes losses, the owners will ultimately lose money. As such, shareholders or
owners of Coca-Cola Company influence the decision-making and business processes of the
company.
Employees
Employees of Coca-Cola Firm can be grouped as both internal and external stakeholders.
For example, when an employee buys a product from the same Firm in which he/she is employed
they automatically become external shareholders. Additionally, the employees are significant
because they assist Coca-Cola to evaluate themselves if they the best employers. Similarly,
employees enable the Company to conduct surveys regarding the impacts of the Company’s
working conditions and standards.
Non-Governmental Organizations (NGOs)
The Coca-Cola Corporation constantly relies on public-private and NGOs partnership to
guide and inform their initiatives and policies. Equally, NGOs frequently challenge the Coca-
Cola Firm as it works on fast-changing and complex issues like climate change. Some of the
Company’s public-private and NGOs partners include Carbon Trust, World Wildlife Fund,
Carbon Disclosure Project, and World Resources Institute.
Coca-Cola Communication Strategies
Coca-Cola Company makes use of integrated marketing communications to pass
information to its target consumers. The communication strategy adopted takes into
consideration the company product position, the potential of the company products in the global
markets, the society, and the market where the products are sold. The primary objective of the
company is to associate itself with its target clients, to be close to them and be attached to the
society. To achieve this, the company makes use of social marketing and social media through

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social corporate responsibility. For instance, the company raises fund to support social causes
including hurricane or earthquake. To deliver the message across its target market, the company
makes use of entertainment and fun while focusing on its core values of fun, happiness, and
sharing.
Tool of Integrated Communication Strategy
Sales promotion: Coca-Cola makes use of this communication strategy to differentiate
itself from its main competitors. Therefore, the company makes use of distinct strategies to
enhance its competitiveness in the market. Such strategies include consumer-oriented strategy.
Through this strategy, Coca-Cola Company enhances its visibility in various stores shelves and
occupies positions that are eye catching. Other strategies utilized for sales promotion includes
return back allowance, free goods, merchandising, and discounts.
Advertising: Very essential in determining the success of the company globally. Through
advertising, the company strengthens its brand and creates brand awareness. Examples of
advertising medium include billboards, TV commercials, and print media.
Sponsorship and Partnership: As communication strategies, they are primarily based
on significant events such as the Olympic Games, FIFA, and World Cup, skiing world
championships, basketball, and rugby. Equally, the company takes part in music and cinema
events where it associates itself with known celebrities.
Social media and interactive marketing: The Company makes use of social networking
sites such as Twitter, Facebook to advertise itself as well as other entertainment and interactive
websites. For instance, the company exhibits various Facebook applications such as “When will
happiness strike” and “Ahh Giver” that permits followers to send a free Coke and a personalized
message to Facebook friends. With its Twitter account, each local market has separate Twitter

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feeds. Equally, it has created pages for its various sub-brands and products such as Coke Zero
and Diet Coke. The Company social marketing team responds to general chitchat, compliments,
and requests. The company also makes use of Pinterest to conduct its ad campaigns. Finally, the
company communicates through Direct Marketing including sponsorships, texts and emailing.
Coca-Cola’s Image
Coca-Cola Company product’s image is loaded with sentimentality, as well as many
individuals, have taken Coca-Cola’s image deeply to heart. The Coca-Cola image is usually
displayed on hats, T-shirts, and collectible memorabilia. Additionally, the brand development
approach for Coca-Cola Firm is effective because it has constructed, managed and maintained
the Company’s brand image for many years. Equally, the customers appreciate and love the
Company’s image making it one of its greatest marketing strengths since it’s a symbol of
enjoyment and quality.
Figure 1-Coca-Cola's Logo that enhances the image of the Company to the
customers
Coca-Cola’s Identity
The Identity of Coca-Cola Company covers its in-house aspects like the Company logo,
name, shape, color, visual appearance, and the tagline. For instance, the name of Coca-Cola Firm
is also the drink’s brand name; the logo exemplifies the identity of the Firm. Equally, the color of
Coca-Cola’s identity is red and white as seen on the tagline that reads “Enjoy Coca-Cola” as well
as the visual appearance of the bottle. As such, the identity defines Coca-Cola, their goals, and

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how the consumers perceive them, for example, the Coke bottle is scripted with a red “Coca-
Cola” word.
Coca-Cola’s Reputation
In 2014, the Harris Shared Reputation Quotient (RQ) conducted a survey about
Company’s reputation, and Coca-Cola came second after Amazon.com. Equally, Coca-Cola is
the top Company in terms of financial performance and leadership and vision reputation.
Moreover, Coca-Cola Company earns its reputation by doing the hard things in a correct way
and having committed behaviors. Additionally, the Coca-Cola Corporation creates its reputation
through six dimensions that shape the behavior of consumers. For instance, emotional appeal,
better products and services, social responsibility, financial performance, vision, and leadership,
as well a great workplace environment.
Advertising Strategies of Coca-Cola Company
The advertisement strategies of Coca-Cola Company usually aim at achieving the mass as
well as emotional appeal. Similarly, Coca-Cola Company has always applied the principle of
differentiation where it uses various campaigns to advertise its products. There are some
campaigns where Coca-Cola uses celebrities to advertise the Company’s brand. Equally, Coca-
Cola targets various groups of people in its advertisements, for example, it can target appeal the
youth segment or appeal the masses. Moreover, the Company uses the 4Ps of advertising mix
(Product, Place, Price and Promotion). Hence, beverages of good quality are offered to
consumers at a sensible price so as to attract more customers towards the Company’s brand.
Furthermore, the Company was among the official promoters of the winter Olympics in 2014
held in Sochi, Russia. Equally, Coca-Cola advertised itself to millions of customers through the
Coca-Cola FIFA tour of the world in 2014. Additionally, the Company uses various social media

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platforms to advertise its products. Recently, the Company adopted an advertising strategy where
it uses new media to change the one-way storytelling into a lively storytelling. The objective is to
add significance and value to individual’s lives. For instance, the company has identified five
various storytelling scenarios: multi-faceted, spreadable, serial, engagement and immersion and
discovery.
Corporate Social Responsibilities Strategies
Coca-Cola aims to satisfy its stakeholder’s expectations as well continuously improve
their economic, environmental and social performance while enhancing its operational success
and sustainability. The company through its corporate social responsibility strategies aims to
minimize the amount of energy consumed and its carbon footprint. All these are done with the
primary objective of becoming the global leader in climate protection by collaborating with local
governments, universities and the community. Likewise, corporate social responsibility strategy
aims at developing a sustainable water management model. The model is to help the company in
reducing the amount of water they consume in their operations. Additionally, the company aims
at minimizing the impact of its packaging on the environment by using recyclable materials.
Finally, the company aims to offer support in communities where it operates by contributing to
its welfare.
Media Relations Strategies
To enhance its media relations, Coca-Cola Company has made various commitments
regarding how it interacts with the public as well as how the public interacts with one another on
social media platforms. For instance, the company ensures transparent in its social media
engagement; protects its consumer’s privacy by adhering to the applicable information security
policies, privacy policies, and rules, laws and regulations. Additionally, the company respects

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rights of publicity, trademarks, and copyrights. The company reasonably monitors its social
media platforms and establishes essential protocols to enhance their media presence. Equally, the
company maintains appropriate documentation of their participation as per the industry or law
best practices.
Internal Communication Strategies of Coca-Cola Company
Internal communication is the strategic practice where an organization uses
communication actions to influence methodically the behaviors, attitudes, and knowledge of
current employees. As such, there are various strategies that Coca-Cola uses to communicate
internally, for example they use formal and informal communication approach. Similarly, the
Company also uses other approaches including two-way and one-way communication as well as
upward and downward (or bottom-up and top-down) communication approach. Hence, for
above-mentioned approaches to be effective, the Company has various in-house communication
channels. For example, print, face-to-face, electronic, and workplace channels like notice boards,
LCD and plasma screens.
Investor’s Relations Strategies
Coca-Cola Company primary objective is to deliver its shareholders with superior
investment via a continuous increase in profits generated from its sales volume and long-term
operating cash flows. For this reason, the company has committed itself to superior and
innovative marketplace execution. The strategy has helped the company in capitalizing
successfully on opportunities in emerging markets and distribution channels. The company on
routinely basis reports its performances and activities through conference calls, presentations,
and news releases. Equally, the information about the company financial reports, presentations
and events, financial highlights, stock information, investor services, and shareowner

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information are accessible on the company website investor relations sectionGovernment
relations strategies of Coca-Cola Company.
Government Relations Strategies
The marketing and production of beverages must adhere to the United States Food and
Drug Administration policies and various local, federal, and state agencies’ regulations. The
labeling of containers is also regulated by Food and Drug Administration. To enhance its
relationship with the government, Coca-Cola Company makes sure that it adheres to government
regulations in countries where it operates such as paying taxes and adhering to environmental
regulations.
Crisis Communication Strategies of Coca-Cola Company
When Coca-Cola Company encounters any crisis, the management ensures that there is a
clear channel of communication with the consumers. Equally, the Company always concentrates
on the emotional communication with the masses in case a crisis arises. Hence, the Company
avoids the use of uncommon technical terms when communicating to the customers or victims of
a catastrophe. Additionally, the Company has embraced two-way communication strategy in
case of a crisis, and it implements a continuous communication process during a disaster. As
such, the Company does research to determine why a disaster has occurred before it responds.