The marketing strategy of Coca-Cola
The marketing strategy of Coca-Cola
Coca-Cola has long since moved beyond brand content. Indeed, the brand has created a world of its own during more than a century of existence. This brand culture is based on its timeless physical supports and universal values.
For example, both its logo and its iconic bottle immediately evoke freshness and joie de vivre around the world.
Who is the target of Coca-Cola ?
Overall, Coca-Cola’s marketing strategy does not focus on any particular target. This is one of the greatest strengths of the brand. It seeks to cover all consumer profiles to expand its customer base and market share as much as possible.
The company considers as potential customers: young people, adults, children, women, men, etc.
Such an approach represents a undeniable competitive advantage. In fact, the American giant has an virtually endless supply of prospects. And new customers will inevitably increase its sales and margins.
This marketing approach also makes it possible to maintain a brand image that transcends cultural, generational and social differences, etc.
Following this logic, the company develops its marketing and sales actions in order to to reach all segments of the population. It does not, however, fall into overly generalized and meaningless messages. The guideline is clear and proven.
The marketing team must remain consistent with the company’s strategybrand identity built throughout the history of Coca-Cola.
In practice, the company relies on a responsive product policy. It therefore set up synergies between its communication, marketing and development divisions. The idea is to create from the start specific lines for each population.
The targeting will then be based on this segmentation. Any identified gap will lead to market research and possibly a new product.
What is the marketing strategy of Coca-Cola ?
The marketing strategy of Coca-Cola has made great progress since its creation in 1885. L’commercial objective was quite explicit during the first years. This approach was perceptible through slogans such as “Drink Coca-Cola” (1886) or “Good To The Last Drop” (1908). The emerging rivalry with Pepsi also pointed towards these marketing techniques.
It was necessary to differentiate the soft drink.
From a 1922, the marketing approach began to evolve by highlighting the refreshing character of the product. This quality has already been promoted a few years ago with the slogan “Delicious and refreshing” (1904). But this time, the Coca-Cola brand aims to become synonymous with freshness.
Marketers have been exploring this theme for decades.
The times refreshment However, the “Have a Coke and a Smile” campaign had a parenthesis during the Second World War. During this period, the company focused on messages of hope and family. It then returned to the character of the non-alcoholic drink in the 1950s, notably with “Be really refreshed” (1959).
In 1979, “Have a Coke and a Smile” first associated happiness with Coke.
Since the years 1980, the brand thus had all the values constituting its identity. All of these phases explore universal and timeless ideas. Coca-Cola’s communication policy is characterized by this quest for meaning in simplicity.
In this way, all consumers will be able to recognize themselves in its products and its brand discourse.
A global marketing strategy
The 1980s marked a change of scale in the marketing and sales strategy of The Coca-Cola Company. Its flagship soda line has an impressive longevity and a strong following international reputation. In addition, the group has diversified over the years.
It was thus necessary to reinforce the positioning of Coke by coordinating its communication and its diffusion on the world market.
This marketing policy is concretely translated by hard-hitting campaigns as “Coca-Cola, that’s it”. This seemingly simplistic message crystallizes the brand’s awareness and authenticity. The marketer no longer needs to make a pitch or praise the product. All that is needed is to introduce the public to this icon of the soft drink market.
In addition, the product conveys the values of the group.
Over the years, the company’s marketing approach has been maintained in all markets. The unification of the theme also develops an original community and a brand culture without borders. This global strategy was then reinforced by the advent of Web marketing and social networks.
The brand has since then launched a series of global marketing campaigns such as “Savor the moment” (2016).
An incredible mastery of its brand image
The marketing strategy of Coca-Cola is characterized above all by its consistency. Throughout the world, the brand uses the same colors, packaging, logo, typography, graphics, etc. Only China is an exception with the name change to “Kekoukele”. This term nevertheless remains close to the original sound.
In addition, it means “tasty pleasure,” thus maintaining the brand’s global theme.
For your information, the name has a importance in the Chinese market. The group has therefore adopted a different communication strategy in this territory to reach the public. On the other hand, the brand has kept all its other specificities, such as the Spencerian policy used since the beginning.
As for the “Contour” glass bottle, it celebrated its 100th anniversary in 2015.
Finally, the Coca-Cola brand culture is focused on the values maintained since its creation. They can be summarized in a few simple principles: freshness, family and happiness. In this universe, the Santa Claus the brand’s identity plays a surprisingly important role in the coherence and strategy of the company.
It resolves the incompatibility of coolness with winter by emphasizing the family and festive atmosphere.
A relevant diversification of products: the example of Coca Life
Coca Life was launched in 2014 in several countries, including the UK, France and Switzerland. Three years later, the company stopped marketing the product in the UK. The line has subsequently been gradually withdrawn of other markets.
This non-alcoholic drink was intended to be healthier with a preference for stevia over sugar and aspartame. In the end, it failed to convince.
Even if it is a failure, this example gives a overview of the American group’s branding strategy. It does not hesitate to diversify its products and to test a new line directly with consumers. The concept will eventually be abandoned, if the experiment proves inconclusive.
This was the case with Coca Life which failed to create enough demand to be viable.
The problem with this new was mainly due to its positioning. The range focused on its natural alternative to sugar and sweeteners. However, this formula is struggling to find its place among the many variants of Coke.
It is, of course, lighter than the historical version. However, the product remains sweeter than Coca-Cola Zero and Diet Coke. Thus, it could not find its audience.