March 29, 2015

Marketing mix of Coca Cola

Coca Cola

Coca cola is the brand with the highest brand equity. No doubt it has gone through the ups and downs of business to reach that position. The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 3300 products. So what is the marketing mix of Coca cola? Read on.


The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc.  As per Nielson’s data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.


Due to the availability of wide range products the pricing is done according to the market and geographic segment. Each sub-brand of coca cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.


Coca cola is the world’s most favorite brand and is available all over the world. The distribution system of coca cola follows the FMCG distribution pattern. The effective distribution network of coke has almost eroded the small and middle level players in the market. In India they have captured even the rural market by extensive distribution and have eroded the market share of Bovonto, Kalimark etc.


Coca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour and mainly targeting value based advertising. You are more likely to see a coke ad individualised for a particular festival or in with a general positive message. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include “Support my school” campaign  with NDTV. It has many brand ambassadors like Shahrukh khan, Hrithik Roshan, South Indian Actor Vijay and Trisha , Ghambir, Aamir khan etc and has signed contract recently with Imran khan. It allows price discounts and allowances to distributors and retailers in order to push more products into the market. It employs both push strategy through promotions and pull strategy through advertisements and campaigns.

Also Read about Marketing Mix

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About Arun Kumar

I am an assistant professor of Marketing in SMOT school of business, Chennai. An entrepreneur by heart, and a marketing enthusiast by nature, i love talking about marketing and analyzing businesses. Get in touch with me on Facebook or mail to


  1. Daniela Cruz says:

    Hello my name is Daniela, I am doing a work about Marketing Mix of Coca Cola. I needed more information because the work is for the week and here in Portugal nobody answers me. Thank you.

  2. Hitesh Bhasin says:

    What kind of information do you need? Kindly mail me at Thanks

  3. sarah hesham says:

    I’m working on a project for marketing and I have few questions about coca cola company. I want to know what type of marketing segmentation they use (in details, please), what their target markets are, what is their marketing orientation (customer oriented or mass production), what their targeting strategy is, who are their main competitors, how they position themselves in the market and in the consumers’ minds, how they differentiate their products form competitors’, their SWOT analysis?
    Thanks in advance.

  4. I am conducting a report on internationalization of coca cola and want to know which internationalisation process are they using?