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Essay / Research Paper Abstract
This 16 page paper looks at the marketing of Coca-cola considering the overall cooperate brand strategy, the way the brand strategy is put into action, issues of market segmentation, positioning and target marketing, promotions and the way that the company structure supports the strategic marketing. The bibliography cites 17 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEmarcoke.rtf
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Unformatted sample text from the term paper:
with its suppliers and customers. 11 6. Strategic promotion, 12 7. Organization Structure Matching the Marketing Strategy. 15 8. Controlling Marketing 18 References 18 1. Corporate and Brand
Strategy Coca-Cola is the dominate carbonated drink in the world, it is one of the few products that has a truly global presence.
Coca-Cola has positioned itself as the premium and preferred mass market beverage. The position is supported by its number one position in the carbonated soft drinks market and with
the advertising and sponsorship the company undertakes which includes a wide range of events, such as World Cup soccer, and the Olympics. The brand holds its
position as a result of its own marketing and communication concerning the brands in the context of its own brand and those of competitors, in the case of Coca Cola,
the main competitor is that of Pepsi in the cola market, however, in the carbonated drinks market brands such as Dr Pepper and 7 up are also competition. The brand
has been developed with specific characteristics to support the premium brand, including the shushhh sound to indicate a refreshing drink. The marketing strategy of Coca-Cola may have
changed several times though the different campaigns, but the message and strategy has remained the same for over 114 years (Unger, 2000). The philosophy has been one of market leadership,
where the product is at the centre of all the promotions (Unger, 2000). The adverts may have changed, the reason that coke was at the centre may have been different
each time, from the adverts where different people were singing the Id Like to Teach the World to Sing lyrics, to the more recent holidays are coming advert with Christmas
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