5th chap.- Global marketing

Coca cola is the best global brand on the planet; the company offers its beverages in over 200 countries, serves approximately 1.6 billion servings daily, and employs over 700,000 people around the world. Coca-cola franchises and supplies the concentrate syrup to the owners of the factories around the world. Because coca-cola has factories in so many countries which means they also have employees from all of those countries the company becomes part of a diverse range of cultures and societies, while playing a role and being known in small agricultural communities and also in large urban societies coca-cola aims to bring people together under various slogans such as “Whoever you are, whatever you do, wherever you may be, when you think of refreshment, think of ice cold Coca-Cola”.

Coca-cola sponsors global events; the last FIFA world cup which took place in South Africa was sponsored by coca-cola, regardless of the regular importance of a world cup which a large gathering of nations, the last world cup was the first to ever take place on the continent of Africa, the significance of this for a company is amazing because coca-cola is there when history is being made, during the cup coca-cola along with the musician K’Naan created a remix to one of his songs and they called it the “celebration mix” which was the soundtrack for the tournament and even ranked among the top 10 in many music charts around the world.  Since 1928 coca-cola is also a partner of the Olympic Games and shares the values of the Olympics. Even the last Olympics in china were heavily sponsored by coke. The markets of coca-cola in Asia and especially in China And India which are the largest and most densely populated countries in the world is huge, coca-cola was the first American company to distribute in china after the country opened to foreign companies. Coca-cola works with the Red Cross and their international branch as well, the company continues donating and aiding in disaster response, Coca-cola helps raise public awareness to disasters happening around the world, last year after the earthquake in Haiti coke helped with generous donations and also in campaigns on television.

Although coca-cola provides many of the same brands globally only the top three products are standardized (coke,diet coke, sprite) the rest of their products are meant to suit specific cultures and societies, advertising also has some minor changes among the same brand in different countries, Cola-zero for example is sold as a low calorie drink in the U.S but in Europe it is advertised as a soft drink with no sugar, diet cola as we know it is known as cola light in Spain.