Good branding not only reinforces reputation but also assures quality and generates loyalty. Coca-cola is a soft drink company that has been hugely successful over the last century. The company is one of the largest manufacturers, distributors, and marketers of non-alcoholic beverage concentrate and syrups in the world. Coca-Cola has promoted its brand through advertisements and promotions. Moreover, the company has used its organizational capabilities to adopt a global strategy using a mix of central and local marketing functions in order to achieve maximum marketing and distribution effectiveness. Advertising can be referred to as any remunerated form of non-personal presentation and promotion of services, goods, or ideas by a recognized sponsor. Coca-Cola is a strong brand globally. Apart from usual advertising through newspapers and billboards, the Coca-Cola Company has shifted its focus to universities, organizations, and colleges which has led to an increase in sales while promoting the brand name.
The promotional and marketing objectives of Coca-Cola are to increase volume, expand worldwide share of non-alcoholic ready-to-drink beverage sales, maximize long-term cash flow and create added shareholder value by improving profit margins (Puravankara, 2007). Coca-Cola often uses integrated marketing programs with its bottling partners when creating and implementing brands locally (Puravankara, 2007). For example, in 2011, the company embarked on a strategy to redefine itself as “the world’s leading marketing and brand building enterprise” and developments since then have indicated that the company is making every effort to boost sales by homing in on its marketing activities (Puravankara, 2007). What is more, the Coca-Cola brand is strategically shifting its promotional and advertising focus from regional and international efforts to the local level, particularly retailer precise promotions with the aim of aligning with consumers.
Puravankara, Dinesh. Strategic analysis of the coca-cola company. Diss. Faculty of Business Administration-Simon Fraser University, 2007.