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Coca cola - Essay Example

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Coca Cola Name of the Student: Name of the Professor: Name of the Course: Date: Section 1: Introduction Coca Cola is a type of effervescent soft drink that is sold or distributed in restaurants, stores and various vending machines all over the world (“Brands”)…
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Coca cola

John Pemberton died within two years of invention and the brand was then purchased by Asa Candler in 1889. The beverage was initially sold at 5 cents for each glass in Jacob’s Pharmacy. The company expanded its operations mostly within 1900 to 1920. The marketing strategy of Asa Griggs Candler has helped the product to lead the market of soft drinks all throughout the twentieth century (“The Chronicle of Coca-Cola: The Candler Era”). The Coca Cola Company manufactures concentrated coca cola or coke. This concentrated product is sold to all the licensed bottlers of Coca Cola who sell these products all over the world (“Overview”). The bottlers have territorial contract with Coca Cola Company and they produce the finished products of the company in bottles or cans from their initial concentrated state and then sell them all over the world. Occasionally there are other cola drinks available which are sold under the same brand name of ‘Coca Cola’. The most common drinks in this form are Caffeine free Coca Cola, Coca Cola Cherry, Diet Coke Caffeine free, etc. The Coca Cola brand has been ranked as the most valuable brand in the world on the basis of Interbrand’s best global brand in the year 2011. ...
Moreover, the reason behind choosing coca cola is its unique taste and saltiness (“Family, Food and Coca Cola”). However, presently it has been seen that the customer preferences towards non alcoholic drinks like Coca Cola is changing because of the increasing health concerns, demand of other alcoholic competitive products in the market and changes in the life style of the consumers (“The Five Mega-Trends Shaping Tomorrow's Customers”). The five mega trends of the customer’s preferences would be driving the beverage industry. They are: mass urbanization, aging population; rise of the middle class globally, changing technology and concern of people related to sustainable society (“COKE CEO: These Five Consumer Mega Trends Are Changing the World”). Among all top beverage producing companies PepsiCo is having huge demand among the consumers. Thus, Coca Cola faces high competition from PepsiCo. There has been increasing demand of Coke Zero product of the Coca Cola Company in the market in order to satisfy the health conscious customers (“How Coca Cola Keeps Up with Shifting Consumers Demands”). This product is found to have higher penetration in the market because of men rather than women. However, it has also been found that the college students have great affinity towards varieties of Coke like Diet Coke, Coke Zero and Coca Cola Classic. The next portion of the study would be conducting a primary open ended survey by means of an interview of the potential customers of the brand ‘Coca Cola’. The customers who were focused while conducting the research belonged to the young age group. Primary Research Do you think that packaging, taste and calories are three important ... Read More
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