Marketing Coca-Cola

Coca-Cola has established itself as one of the most iconic brands of the last century. While Apple and Google have challenged the brand value in recent years, it still remains one of the most recognised and valuable businesses on earth and this is arguably down to how it is marketed and promoted across the world

The AQA specification is based around the functional areas of marketing, finance, operations and people. Throughout this volume I will examine each functional area and show how the different theories in the specification can be linked to a particular business.

The cola and fizzy drinks market has faced a number of challenges in recent years, most notably the impact of legislation on high sugar content drinks and the places where they can be sold, which has reduced sales. While soda consumption per capita has declined more slowly in North America, the emerging markets of Africa and Asia have seen a more concerning slowdown.