In an age when #consumers are more concerned about calorie content than taste, it is very difficult for cola giants to match their preferences.
With a difference of just 7 years, most loved brand made its base so stronger that today, in the US, they have 69% #marketshare with runner-up at 27% (As per Ad Age, 2023).
Founded on 08 May 1886, with its unique formula containing coca leaf extract (which later had stimulant cocaine) and kola nut extract, Coca Cola was the first to provide a refreshing and energizing drink.
Today, The Coca-Cola Company owns and licenses more than 500 different brands of non-alcoholic #beverages, which are sold in more than 200 countries.
What made the brand so big making it almost impossible to replicate:
1. #Brand Consistency: Since its launch, Coca-Cola has never changed its red and white logo, not to forget its signature contour bottle, which has helped in creating a recognizable and consistent brand #image worldwide. Whether it's a vintage ad from 1950s or a modern campaign, Coca-Cola's emphasis on happiness, togetherness and refreshment remains constant.
2. Adaptation to Local Markets: Coca Cola has developed localized flavours for different regions such as #Maaza in India or #Fanta in various fruit flavors globally. Also, Coca Cola targets its marketing #campaigns such that they resonate with local cultures and traditions. Campaigns during Diwali, Chinese New Year among others displays Coca Cola’s initiative in this direction.
3. Innovation and Diversification: Coca-Cola has been always responsive to what its customers have desired. Introduction of Diet Coke, Coca-Cola Zero Sugar and Coca-Cola Energy shows how Coca Cola has responded to changing consumer preferences for healthier options and energy drinks. Coca Cola also diversifies through acquisitions, like its purchase of brands such as Innocent Drinks and Costa Coffee, with which it has expanded its #product portfolio.
4. Effective Marketing Campaigns: Between 2017 and 2021, Coca-Cola spent roughly $4 Bn annually (except 2020, when it dipped t0 $2.8 bn) which shows Coca Cola’s commitment towards Advertisement. "Share a Coke" campaign, where bottles featured popular names, encouraged personal connections and social sharing. Similarly, campaigns like 'Open Happiness' evoke #emotions and create memorable experiences associated with the brand. Coca Cola’s campaign over the years - https://shorturl.at/mGQX9 Marketing360.in
5. Social Responsibility: Coca-Cola's commitment to sustainability is evident through initiatives like its "World Without Waste" program, aiming to collect and recycle every bottle or can it sells by 2030. Under this initiative, Coca Cola collected and recycled 69% of bottles and cans sold globally in 2021. This act of Coca Cola diverted around 120 billion bottles and cans from landfills. The brand also engages in #community projects like supporting education and clean water access, showcasing its social #responsibility efforts.
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