Analysis of Coca-Cola's marketing strategies in China

Abstract

On May 8, 1886, Dr. John Pemberton combined carbonated water with soda water to create a black syrup. This drink became known as Coca-Cola, and it later became a well-known beverage company. In a relatively short period of time, the Coca-Cola brand has grown rapidly as the leading beverage maker. The marketing strategy employed by Coca-Cola is therefore examined in this paper in terms of the type of advertising used and the psychological effect it has on consumers. Finally, the study identifies the benefits and drawbacks of Coca-Cola's use of this marketing strategy as well as the opportunities for improvement.