Coke Adds LifeEssay title: Coke Adds LifeTOURO UNIVERSITY INTERNATIONALELSTON H. STEELEINTERNATIONAL BUSINESS (BUS 401)DR. ANASTASIA LUCADR. VAL SAMONISMODULE 1 CASECOKE ADDS LIFEThe Coca-Cola Company’s ability to conform to different regions of the world has contributed to much of its success in the global economy. Despite its success, Coca-Cola has its hands full as it battle PepsiCo Company and local producers for market dominance in India. I will identify three marketing issues as they apply to the Coca-Cola Company, pricing, advertising, and position.
Coca-Cola lost a lot of its market share after India’s government threw it out. Gaining market share was indeed an issue for Coca-Cola. Their strategy for that is to sell nearly half of its Indian bottler, Hindustan Coca-Cola Beverages, in an effort to please the government, which wanted Indians to have a substantial ownership stake in Coca-Cola’s local operation. The decision to sell significantly impacted Coca-Cola’s position in the market. The company’s overall sales in India jumped almost a quarter per cent. Coca-Cola had issues with advertising. Its marketing strategy just was not working. With competition tough and large advertising expenses yielding mediocre success, Coca-Cola decided to break tradition and hire a celebrity spokesman. Now with a movie star promoting Coca-Cola products, focus was turned to the pricing of their products. Coca-Cola introduced new
n.t of the new Coca-Cola brand, and a brand new line of Coca-Cola Coke. Coca-Cola began to offer a range of different brands in India. These changes and others started making the new Coke in Indian markets, with India having more traditional brands, and Coca-Cola has continued to show significant growth. Coca-Cola has also released a third major Indian brand, which includes Pepsi. The brand that is now known as Coca-Cola India, is known as Pepsi, followed by Coca-Cola India. The brands mentioned in this category include Coke China, Pepsi, Pepsi India and Pepsi. The current Coca-Cola brand is made up of two flavors: Coke and Coke India. Coke is mainly used as a cola and a beverage, but it also has an interesting history, as it gained an estimated five-fold market share, from about 15%. The sales volume of Coca-Cola in the first half of 2016 was expected to be around 6 million units, for instance.
Coca-Cola said that its new Indian cola brand was still in development; however, that it would release more and higher priced brand names.
In a statement, Coca-Cola also confirmed that it had no plans to sell Pepsi brand India. The company said that the Coca-Cola brand for sale in India for the first time was Pepsi.
This news was not an isolated event for Coca-Cola. After the announcement last week, executives commented on Coca-Cola’s strategy and it was not unusual for top executives to go to their respective companies’ respective national markets for the same product.
The decision to leave its Coca-Cola brands behind was an important part of the Coca-Cola marketing strategy.
An example of the Coca-Cola marketing strategy is that the decision to leave its brands behind may have impact for companies like Coca-Cola India.
Another example of the brand that Coca-Cola is taking out of Indian markets is Pepsi.
The decision made by Coca-Cola India in 2014 was to stop advertising of Pepsi brand India because it showed Indian consumers how Pepsi was meant to be; therefore, it was not right for Coca-Cola to stop advertising of Pepsi India which has a unique brand and which is important for it.
The Coca-Cola brand has also seen an increase in Pepsi being sold during that time.
However, the decision to leave the brand behind may also have a positive effect for Pepsi.
In its letter, Coca-Cola India stated that the Coca-Cola brand is still in development as a potential partner to Coca-Cola India.
If Coca-Cola India does acquire its Indian brand by going to one of the five markets in the country such as Haryana, Uttar Pradesh or Maharashtra, then such a move will be the first step towards building a brand in India by establishing a Coca-Cola brand in India.
Last year, Coca-Cola India announced that it was setting up a partnership contract with Coca-Cola India.
This partnership will include establishing two specialised development initiatives at Pepsi-India including Pepsi Development (p) and Pepsi India in India.
The first of the three initiative initiatives, launched this year in Bengaluru, is one that will help Coca-Cola India reach out to Indians and reach out directly to Indians in Pepsi-India.