Market Driven Strategy: Coca-Cola

MARKET DRIVEN STRATEGY: COCA-COLA CO.

1. Positioning Strategy

Coca Cola position its products as refreshing and thirst quenching. The products are said to bring joy, as apparent from Coca Cola’s tagline – Little drops of joy. The products are associated with having a good time with friends and family and enjoying everyday life. The products are also marketed as consistent and of high quality.

2. Strategic Relationship

Bottling Network, Coca Cola have live and exclusive contracts with bottler’s that have privileges in all over the world. These franchise agreements or contracts forbid bottler’s from keeping competitor’s brands. Coke has the world's largest beverage distribution network; consuming in more than 200 countries enjoys the Coke’s beverages at an average of nearly 1.6 billion servings a day. Coca-Cola is sold in restaurants, vending machine and stores in more than 200 countries

.

3. Innovation and New Product Strategy

Nowadays, customers tend to change their lifestyle. Customers more aware about health consciousness by reducing in drinking carbonated beverages to prevent diabetes or other diseases. As a result, Coca Cola’s demand for carbonated beverages has decreased and the revenues also decreased. Thus, Coca Cola diversify the products by adding production lines in tea (Nestea), juices (Minute Maid), mineral water (Dasani and Ades), and sport drinks (Powerade), and others. Because of the developing technology, Coca Cola has advanced technology in producing the products. Then, Coca Cola made innovations by giving flavors to the Coke, such as Cherry Coke, Diet Coke, Coca Cola Zero, Coke with Lime, and others. But, the customers still prefer the original taste of traditional Coke; it can be seen by the high demands in traditional Coke.

4. Strategic Brand Development

Coca-Cola has been perceived quite positively. People are aware of the Brand & Awareness of Coca-Cola is quite high in the market. When a product is launched, avid Coke...