The Coca Cola Companies Marketing Strategy

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The Coca-Cola Company's Marketing Strategy and Marketing Mix

Duane T. Quesnoy

Jones International University


In this paper I will be discussing The Coca Cola Company(TCCC) target market and marketing mix.

Asa Griggs Candler was a pharmacist was introduced to John Stith Pemberton in 1888. It was then that he bought the rights to a tonic and headache remedy called Coca Cola. It is thought that the name coca cola was thought up by pemberton's book keeper Frank Robinson. Candler bought the company for only $2,300. today Coca Cola branches out over almost every country in the world.

Using innovative advertizing and distribution methods Asa marketed the new creation as a soft drink. Asa had to fight with the Food And Drug Administration for several years. It was not till 1920 that he convinced them that Coca Cola was not harmful.. Despite the nicknames for the drink such as “coke” and “dope” Coca Cola was never made with cocaine. Candler then sowed the seed's for an enormous company.

The target market is just about everyone. However there are some of there brand's that target specific consumers. Such as Coca Cola's diet soft drinks are targeted at consumers who are older. Then for 25-29 year old’s they have Poweraid's sports drinks. These are targeted to those who want to stay fit, healthy, or do sports. They also have a Winnie The Pooh Sipper Cup Juice Drink targeted at children between the ages of 5-12. TCCC when advertizing, has a primary target market of those who are 13-24 and a secondary market of those who are 10-39.

The Coca Cola Company sells more than 500 branded products around the world. They sell coffee and tea under the Georgia Brand. TCCC also sells their trademark beverage Coca Cola amongst others like Cherry Coke, Diet Coke, Minute Maid, Power Aid, Dasani, Sprite, Fanta, Simply Orange, and Fruitopia; as well as their joint venture with Nestle Nestea.They...
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