- Coca-Cola was established in 1886 in Atlanta, Georgia and has since expanded from selling 9 bottles a day to 1.7 servings daily worldwide. - The company focuses on positive advertising that brings people together and using their brand to enact positive change. - While Coca-Cola targets a diverse, global audience with an emphasis on togetherness, the document suggests they could improve their marketing of health-conscious options and refocus domestic efforts in the U.S.

2. History
• Est. in 1886
• Atlanta, GA
• John S. Pemberton

3. History
• Began selling 9
bottles a day
• Now selling 1.7
servings a day

4. Approach to Advertising
• “invest with a positive lense”
• “a little happiness goes a long way”
• “use your brand for a positive change”

5. Approach to PR
• “Produce content that can be used on a
proactive as well as reactive basis”
• Coke strives to bring people together

6. Competitors

7. Pepsi: Advertising
• Takes specific
measures to be able
to advertise to
children under the
age of 12
• Advertises nutritious
content
• Has adopted a global
company policy

8. Pepsi: Public Relations
• “A PR Strategy to
reinforce the
environmental support
system”
• Positive values of
corporate brand are
pushed for progressive
publicity

9. Affiliates
• Target Audience
– Ages 18-45
– Male & Female

10. Location
• Coke has big ties with
Mexico
• Coke as a company focuses
more on global reach rather
than national reach

11. Psychographics
• Coke spans to a huge
audience
• Emphasis on diversity

12. Psychographics Cont.
• Coke consumers are those
who have positive attitudes
• Emphasis on being active
• Usually a value of tradition
or national pride
• Accepting of other people
and their backgrounds

13. Lifestyle
• Coke targets an audience
that likes humor
• Emphasis on bringing
people together

14. Lifestyle Cont.
• Coke is strongly involved
with soccer on all levels
• Coke targets a younger
audience meaning those
who tend to hang out in
large groups of people and
do various activities

15. Target Relationship with Coke
• Coke does a lot of
campaigns on college
campus’s to bring people
together.
• Coke communicates
through YouTube and
Facebook
• Trying to connect playing
sports with staying healthy
while selling Coke as a
brand

16. Social Media
• Always current
• Family Friendly
• Timely in replying

17. Social Aim
Coke’s aim is to stop global
problems such as
discrimination or prejudice
and bring light to
togetherness through the
sharing of their brand.
Their hope is that through
their posts they can give
the world a brand to bond
over.

18. CALL TO ACTION
Cokes call to action most often reflects a message of
discarding differences and coming together to share
happiness.

20. Analysis
The big things that Coke
does well are appeal to
markets on a Global
scale, while being caring
and constantly
promoting their family
friendly image of
togetherness. In
addition coke is very
personal and reaches
each individual as a
unique person they care
about by reaching to
those frontline places
and giving back.

21. Improvements
1. Refocus efforts within the U.S.
2. Improve marketing on health conscious efforts