Analysis on the Success of Coca-Cola Marketing Strategy

DOI

10.2991/aebmr.k.201128.019How to use a DOI?

Keywords

Coca-Cola, marketing strategy, advertising, product innovation, brand culture

Abstract

Nowadays, Coca-Cola could be found in every corner of the world. No matter you are in the most bustling city or a remote village, there must be a Coca-Cola vending machine near by your house. In 1998, the brand value of Coca-Cola reached 83.845 billion US dollars, ranking first in the world for three consecutive years. This paper reports a longitudinal study on the factors of successful Coca-Cola Marketing Strategy. Because the development of Coca-Cola company lasts for a hundred years, the study collects some data from Internet, then does the analysis and draws the conclusion. After reading this article, it will be easier for you to measure how Coca-Cola operates successfully from three indicators: advertising, product innovation and brand culture.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bodi Chu
PY  - 2020
DA  - 2020/11/30
TI  - Analysis on the Success of Coca-Cola Marketing Strategy
BT  - Proceedings of the 2020 2nd International Conference on Economic Management and Cultural Industry (ICEMCI 2020)
PB  - Atlantis Press
SP  - 96
EP  - 100
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201128.019
DO  - 10.2991/aebmr.k.201128.019
ID  - Chu2020
ER  -