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The Coca-Cola Company - Essay Example

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The Coca-Cola Company

However, rising environmental concerns and 'green' initiatives adopted by various multinational companies have led Coca-Cola to adopt green marketing strategy. However, it is felt that the initiatives undertaken by them have yet to impact their brand image. This paper will highlight the importance of maintaining their market positioning and careful selection of target segment which will help the company to have more impact when introducing 'green' marketing initiatives. The paper recommends initiatives like use of renewable energy, celebrity endorsements, use of social networks site and presence in various 'green' events to build on their brand image of a 'green' organization.
Coca-Cola is a multinational company with majority of its products ranging from varieties of carbonated drinks, juices and water. Carbonated drinks account for a major segment of soft drink industry. Soft drink has been increasingly popular among the younger generations and is the fastest growing industry in the beverage-industry. Coca-Cola has a strong market presence in the soft drink industry and has been continuously introducing various new products to satisfy the needs of their existing customers as well as attract new customers. ...
Carbonated drinks account for a major segment of soft drink industry. Soft drink has been increasingly popular among the younger generations and is the fastest growing industry in the beverage-industry. Coca-Cola has a strong market presence in the soft drink industry and has been continuously introducing various new products to satisfy the needs of their existing customers as well as attract new customers. Through acquisition of local soft drink products, they have been strategically gaining competitive edge and strong local market presence.
Coca-Cola's market strategy has helped them achieve high revenue and a strong brand image. Marketing strategies including buzz marketing, viral marketing, and celebrity endorsements have helped Coca-Cola to retain its brand image as well as remain competitive in the soft drink industry. In recent past, protection and preservation of natural environment have been one of the key promotional themes of many major corporations which are highlighted through 'green marketing'.
Green marketing is a term that is used for activities spanning manufacturing a product to selling that product with a minimum impact on the environment. Environmental concerns like plastic disposal, wastewater discharge and increased energy consumption are some of the targets that companies have been considering. In view of these corporate-trends, the soft drink industry with Coca-Cola leading the bandwagon changed its manufacturing, packaging and distributing practices to address the environmental concerns and projecting themselves to be partners in the novel cause.
With rising global concerns, consumers are also becoming more aware of their environment. They are becoming eco-friendly by ...Show more

Summary

The beverage industry is the most competitive industry comprising of products categorized in two segments: alcoholic-based and soft-drink. The soft drink industry has products ranging from carbonated drinks, juices and water where carbonated drinks are consumed the most…
Author : rboyle
The Coca-Cola Company essay example
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