Research on Marketing Strategies Adopted by Coca Cola Brand

Abstract

In recent years, globally recognized brands' advantages have become evident. Firms are expanding globally, intensifying competition. To maintain market share, retain customers, and enhance profitability, many global companies are focusing on marketing strategies. The Coca-Cola Company, founded in 1892, is a US-based multinational leader in beverages. It markets soft drinks, notably its flagship brand Coca-Cola, alcoholic and non-alcoholic drinks globally. This article mainly examines Coca-Cola’s unique marketing strategies and their impacts worldwide. This research analyzes Coca-Cola's marketing strategy using journals, media, financial reports, and big data. By exploring a variety of data resources, this study combines quantitative (stock price, earnings, sales) and qualitative (academic, media) analysis to evaluate marketing initiatives' impacts, inferring effects from data fluctuations. Coca-Cola's multifaceted marketing strategies, particularly sensory marketing, localization strategy, and co-branding, have proven effective in enhancing brand perception, raising awareness, and boosting profitability and sales. This paper may offer some references for other small- and medium-sized enterprises.