Vol. 4, Issue 1 (2019)
Coca Cola: A study on the marketing strategies for millenniums focusing on India
Author(s): Rukmani Singaram, Athul Ramasubramani, Aaditya Mehta, Pari Arora
Abstract: Started In 1886, as a small patented medicine company based in Atlanta, USA, to the world’s largest soft drink manufacturer. Coca-Cola with its rich history and legacy of over a decade, with its exceptional marketing strategies and a supreme portfolio consisting of over 500 beverages such as Sprite, Thumps Up, Maaza, Minute maid and mineral water brand like Kinley known in India as Hindustan Coca-Cola Beverages (HCCB) has been in Indian markets since 1987. Catering to the thirst and cravings of millions of Indians annually, contributing a significant amount to the Indian economy in terms of investments and employment opportunities. Coca Cola has come a long way using aggressive mass marketing strategies being the pioneers in the field of adaptive marketing or marketing with accordance to the consumer behavioural trends is what built a strong brand image for coca cola especially in the Asian markets. Coca Cola is the one brand which is recognized by everyone around the globe. When we talk about brand equity then it is its value & it’s about stories, memories, associations, and human connections (although of course, these connections would have been very carefully and deliberately engineered by talented marketers over many years and countless board meetings).This is something that Coca-Cola has been the master of for over 100 years. This equity is derived from people’s willingness to pay a premium for the brand and an unwillingness to accept substitutes. Coca-Cola’s marketing strategy has always been to associate happiness, positivity and the good life with their products, & that’s how they are able to create high TOMA (Top of mind awareness).In this research paper, we analyze the different marketing strategies being used by coca cola, especially influence and usage of social-media and digital marketing techniques and the extent to which it is able to influence a consumers behavior and how he or she reacts to the changing product or price made by the coca cola. We analyze the impact of coca colas strategies from two points of view one that of a customer and second the company itself. We drew up our conclusions based on 100 reliable respondents who are normal residents of India who have been active consumers of Coca Cola as a product keeping aside other products like Thumps Up and Maaza. What we could conclude was price wasn’t a major factor but the brand image created as an effect of advertisements and mental satisfaction after consumption was the majorbehavioural factor for purchasing which the millenniums exhibit.