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.

Research on Demographic Segmentation and Marketing Strategies for Young PeopleBased on the Case Study of Coca-Cola

“…Because of this, pop stars are frequently featured in its ads. They plan various campaigns to win universities, colleges, and schools contracts [3]. They also target older persons over 40 with diabetes and watch their diets.…”

“…Due to growing competition from rivals like Pepsi, the biggest competitor of Coca-Cola in the market, Coca-Cola's price was fixed at barely five cents for more than 73 years, as customers will doubt the product's quality and change to a rival brand if there is a drastic price reduction or unreasonable price rise [3]. This steady price increased consumer demand for the product, which caused bottlers to buy more syrup to produce the product.…”

Marketing Strategy Analysis of Coca-Cola in China and the United States

“…This enabled Coca-Cola to get closer to its consumers. According to the data provided by Coca-Cola, the "lyrics bottles" contributed to a sales growth of up to 10% in its carbonated beverage sales in just the month of June [6]. Overall, Coca-Cola has conducted in-depth research and continuous innovation in its product marketing, ensuring its market share and customer satisfaction.…”

“…According to different packaging specifications, Coca-Cola's retail price in China is generally between $0.3-$0.5 [6], and it has a record of not raising prices for nearly 20 years. Despite fierce competition in the entire Chinese carbonated beverage market, Coca-Cola has remained at the top of the market with prices that are significantly lower than the average.…”

“…It has 160 beverage brands in 200 countries with a wide sales range and a complete range of products. Its range of products includes carbonated beverages, sports drinks, dairy drinks, juices, teas, and coffees, which almost cover all types of beverage markets [2]. As a global beverage brand company, Coca-Cola has been striving to adapt to the marketing environment in different countries and cultural backgrounds.…”