Coca-Cola and its Global Marketing Strategies
Coca-Cola is a company that is known worldwide for its product. It is a drink that spans all ages, colors, races, and countries. The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The world’s headquarters are located in Atlanta, Georgia, with many other locations around the country. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverages bases for Coca-Cola, the company’s flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world (Virginia, 1). The company has been around for over 100 years, and has used this time to perfect its marketing strategy. The success of the company was built on many people with the great business knowledge and know-how to take a simple drink, and make it into a symbol that represents humanity. This paper will focus on not only the globalization of Coke, and Coke as a company, but also what advertising and media strategies have been used to help in the discourse of its globalization. Coca-Cola is an internationally recognized drink, popular in many countries throughout the world. The company that produces the soft drink has an interesting way of distributing it around the world, which many people may not realize. You don’t get exactly the same Coke in India that you do in the US, because bottling of the drink is franchised. What occurs is the following: the company produces a concentrate with the patented formula for Coca-Cola. This remains the same wherever you purchase the product. This concentrate is then sold to companies who have purchased franchises to bottle Coca-Cola in their area. Each bottling company adds water and whatever sweeteners are used for that specific type of coke. Slight variations may occur if the bottlers don’t conform to standards of production. For instance using less of the concentrate than is recommended, or changing the type of sweetener used. Though the formula for Coca-Cola concentrate doesn’t change, there can be slight differences in sweetness since bottling agencies may change the amount of sweeteners used to fit the local population’s palate, and some versions of the cola are said to be sweeter or sharper in other countries. The United States has seen, especially in countries close to Mexico, a rise in the amount of Mexican Coca-Cola imported into the US and sold at a number of Mexican and Latin or South American grocery stores. Cola aficionados say there are differences between south of the border and American produced versions of the drink. They cite the fact that most Mexican bottlers add cane sugar instead of corn syrup to the formula for Coca-Cola and many people prefer the Mexican version, though at first the taste can be a little unusual. Since the cost of importing sugar cane to the United States is expensive, bottlers import the drink from countries where it’s abundant or use substitutes like corn syrup which is subsidized by the government as well (Hays, 47). Thus the main difference is the way in which the formula for Coca-Cola has ingredients added to it from one country to another. The type of water used also may create a major difference in both taste and safety. Some countries, particularly emerging countries with high levels of pollution have been under investigation for producing Coca-Cola with alarmingly high levels of pesticides. In 2003, for instance, a government independent investigatory agency in India found that water filtration was not ridding the water of substances like DDT and Marathon (Allen, 182). Several soft drinks in India, including Pepsi, were found to have toxic and unsafe levels of these chemicals. This led to a decline in sales in Coca-Cola that lasted for several years, and an outright ban on selling Coke in certain...
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