Differentiation strategies of Coca-Cola*



Mini Case Code : CLIM015
Publication date : 2005
Subject : International Marketing
Industry : Food & Beverages
Length : 03 Pages
Price : Rs. 100

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Key words:

Coca-Cola Company (Coca-Cola), trademark, product portfolio, soft drinks, isotonics, customized marketing, promotional strategies, coupons, globalization, aggressive strategies, marketing research, standardized strategy, universality, culture, China International Beverage Festival, distribution network, franchise system


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The expansion strategies of soft drink giant, Coca-Cola form the core of this caselet. The caselet goes on to explain the strategies that the company adopted for operating in various countries of the world. It focuses on how Coke adapted itself to the cultural variations in different countries and explains how Coca-Cola reaches customers across the globe through a strong dealer network.


Marketing strategies adopted by Coke
Various promotional strategies employed by Coca-Cola
How international expansion of Coca-Cola was carried out
Variants of Coke to suit Chinese palate
Differentiation strategies of Coca Cola
Coca-Cola -- Putting distribution network to best use


Coca-Cola is a renowned brand in the global soft drinks market with a history of more than 100 years...

Questions for Discussion:

1. "Coca-Cola's customized marketing and promotional strategies had enabled the company to overcome the cultural and language differences and succeed in the global market." Discuss.
2. Do you think Coca-Cola is right in excessively relying on marketing research and its distribution network to increase its sales volume? Justify your stand.

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