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Marketing strategy of Coca cola – Coca cola marketing strategy
Coca Cola is world’s leading soft drink maker and operates in more than 200 countries around the world. It sells a variety of sparkling and still beverages. It generates 60% of its revenue and about 80% of its operating profit from outside the United States. It has strong brand recognition across the globe. According to business insider, approximately 94% of the world population is aware of the red & white logo of Coca Cola.
Competitive advantage in the Marketing strategy of Coca Cola
Coca Cola has competitive edge over its competitors in terms of Operations, Cost control, Brand portfolio, Channel marketing, Collaborative customer relationship.
Operations – Coca cola has outsourced the bottling operation to the franchisee, FEMSA which is the largest Bottling franchisee of the Coca-Cola trademark beverages in the world. It helps the company in capturing important growth opportunities in under-developed non-carbonated beverage segment and in strategic acquisitions by entering into agreements to jointly acquire companies with The Coca Cola Company.
Cost control – Its diversified product portfolio, Outsourcing operations & economies of scale helps it in cutting its operational cost & increase its profitability.
Strong Brand Portfolio – Company offers a powerful and wide portfolio of beverages to its customers, and continuously explores promising beverage categories to capture growth in its different markets. Its beverage portfolio consist of carbonated soft drinks, bottled water, juices, orangeades, iso-tonics, teas, energy drinks, milk, coffee and even beer in some markets such as Brazil.
Collaborative customer relationship – Coca Cola strongly believes in participative marketing creating shared values for all stakeholders. Tailoring its extensive portfolio of products and packages for their stores based on the local market’s socioeconomic demographics, relevant consumption occasion and the store’s distinctive characteristics.
BCG Matrix in the Marketing strategy of Coca Cola
Coca Cola’s trademark brand occupies a different position in BCG matrix based on the demand & competitive position.

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