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Abstract
The Coca-Cola Company is an exceptional brand because they have built loyal customer relationships through the added value of their various community efforts, successful execution of the marketing concept, and established an effective marketing mix. The company’s competitor’s, PepsiCo and Dr Pepper Snapple Group, lack the commitment to improve their carbonated soft drink market share rating by meeting their customer wants and needs.
Favorite Brand Paper – The Coca Cola Company
The Coca-Cola Company is America’s number one soda brand and has been consumer’s drink of choice for decades. Coca-Cola does not sell just for its great taste, but also for its effective marketing strategies. This paper will analyze the strategies behind its success, customer loyalty, and their top two competitors – PepsiCo and Dr. Pepper Snapple Group.
Overview of the Brand
The Coca-Cola Company has offered consumers “delicious and refreshing” (The Coca-Cola Company, 2014) beverages for over 100 years, beginning at a soda fountain in 1886 located in Atlanta, Georgia (The Coca-Cola Company, 2014). Coca-Cola has since grown to over 100 brands, $48 billion dollars in net operating revenues, and $9 billion dollars in net income as of 2012 (The Coca-Cola Company, 2014). Their beverages are available in more than 200 countries around the globe and North American accounts for 21% of their unit case volume world-wide (The Coca-Cola Company, 2014).
Why This Brand is Exceptional
Coca-Cola is an exceptional brand because it has created its success with effective marketing tools. First, Coca-Cola incorporates social responsibility to their business. Social responsibility is a company’s obligation to improve its positive effects of society and reduce its negative effects (Perreault et al. 2011). Coca-Cola has mastered this concept by making positive improvements to lessen the effects of production on the planet. The company has prevented 5M metric tons of carbon dioxide


References: Dr Pepper Snapple Group. (2014). Our Values. Retrieved from http://www.drpeppersnapplegroup.com/values/ Little, K. (2013). Gulp! Soda Consumption Declines to Lowest Level Since 1996. Retrieved from http://www.cnbc.com/id/100592919 PepsiCo. (n.d.). What We Believe. Retrieved from http://www.pepsico.com/ Perreault, W. D., Jr., Cannon, J. P., & McCarthy, E. J. (2011). Basic marketing: A marketing strategy planning approach (19th ed.). New York, NY: McGraw-Hill Irwin. Rudarakanchana, N. (2014). Coke (KO) vs. Pepsi (PEP): A Global Look At Their 3Q Earnings, Especially In Emerging Markets. Retrieved from http://www.ibtimes.com/coke-ko-vs-pepsi-pep-global-look-their-3q-earnings-especially-emerging-markets-1428488 Sicher, J. (2014, March). Special Issue: U.S. Beverage Results for 2013. Beverage-Digest, 65(7), 1. Retrieved from http://www.beverage-digest.com/pdf/top-10_2014.pdf StreetAuthority. (2014). Coke Vs. Pepsi: By The Numbers. Retrieved from http://www.nasdaq.com/article/coke-vs-pepsi-by-the-numbers-cm337909 Team, T. (2014). Will PepsiCo 's Diversification Help It Outperform Coca-Cola?. Retrieved from http://www.forbes.com/sites/greatspeculations/2013/06/24/will-pepsicos-diversification-help-it-outperform-coca-cola/ The Coca-Cola Company. (2014). Student Zone. Retrieved from http://www.coca-colacompany.com/careers/student-zone The Four P 's: Marketing Strategies. (2009). Retrieved June 15, 2014, from http://digital.films.com/PortalPlaylists.aspx?aid=7967&xtid=41111
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