Coca-Cola Case Study
Coca-Cola has been one of the most popular brands among the world and owned one of the top-selling products for years. In order to hit the masses and cover the massive market, the company has adapted its strategies through different periods and situations under two basics: connect emotionally and socially with the audience. They are trying to “communicate”. (Kotler & Keller, 2016, p.610)

Question #1: What does Coca-Cola stand for? Is it the same for everyone? Explain.
According to the paragraph, Coca-Cola believed in gaining worldwide acceptance. It’s calling for emotional connection. The company introduced the icon of the soft drink by passing positive messages to the masses and creating conversations emotionally. With the emotional connection, audiences across different countries can have their own ideas of Coca-Cola besides the drink that ease the thirst. (Kotler & Keller, 2016, p.610)

Question#2: Coca-Cola has successfully marketed to billions of people around the world. Why is it so successful?
Coca-Cola’s success is based on its belief of gaining worldwide acceptance. They are seeking emotional connections from the masses across different countries and cultures beyond its successful global campaigns. They have developed strong marketing strategies and balanced between local and global strategic plans. Such as uses big events to reach wider market, empower the regional managers. (Kotler & Keller, 2016, p.611) Developed from their original belief, Coca-Cola now is engaging the customers more then ever. Not only invests significant advertisements featured different cultures, but also utilizes social media, to follow the most up-to-date trends and further impress its audiences. (White, 2016) Besides the company’s effort, the globalization and cultural integration give an extra push towards the impressive success.

Quotation #3: Can Pepsi or any other company ever surpass Coca-Cola? Why or why

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Coca-Cola And Different Periods. (April 3, 2021). Retrieved from