Coca-Cola: How Marketing Is Done

Coca-Cola is one, and will always be one of the best-selling tonic distrubitors that this world has ever seen. Since Coca-Cola is great tasting you would assume that they would be one of the best selling there ever was, but in reality Coca-Cola would be nothing without their marketing team. In the beginning there was only Coca-Cola, no one could touch their fast growing company. To make them diffrent from the other competitors, Coca-Cola made new and improved bottle that had more curves than other companys. This made Coca-Cola diffrent, and people loved it. Soon enough Coca-Cola had a legitimate competitor, Pepsi-Cola. Pepsi-Cola began to catch up to sales of Coca-Cola, as a competing business Coca-Cola decided to change its own recipe to it's soda. Coca-Cola beleive by changing its own recipe and attempting to approve it, they would soon out sell Pepsi-Cola. As soon as Coca-Cola did so, they instantly became swarmed with complaints. Beleiving this was just a phase, Coca-Cola attempted to wait it out, even though their sales were plummeting. In my opinion this is where Coca-COla went wrong. In my case they should of listened to the consumer earlier. I can understand if they waited a little time because consumers wouldn't like change, but I believe they waited too long and lost the trust of their consumers. The stakeholders should always be a priority to any company. "Stakeholders are all the people who stand to gain or lose by the policies and activities of a business and whose concerns the business needs to address"(P.6). I beleive if Coca-Cola had heard about this, they should of went back to the original as soon as they could. Coca-Cola realized the issue and went back to the original recipe. Marketing has always been strongly present in Coca-Cola sales and took advantage of every oppurtunity they could. During the holidays they would associate Coca-Cola with Santa Clause, what child doesn't love Santa?  Soon, Coca-Cola came up with a great idea. Coca-Cola partnered up with anoter company to create an ultimate soda machine. This machine allowed ultimate customization of any Coca-Cola beverage. This includes such flavors being added such as grape, orange, vanilla, cherry and much more. Not only does this machine does this for the consumer, it also acts as a huge information database for the company. This machine literally records every drink it gives out, and how it is customized and sends it back to the Coca-Cola headquarters. Coca-Cola then studies this information, what this information can provide is what combinations are most popular amoungst consumers. With most of these combinations not on the shelves, if one particular combination is favored, they then could sell this in stores. Coca-Cola is labeled as Americas drink. Every thing they do there is a thought behind to to improve the company, this is most shown in commericals. Commercials influence everyone in one way or another and is a very important marketing skill, and Coca-Cola understands how to use marketing to better the company.