Brand Analysis - CocaColaffffffffffffffffffffffffff.pptx

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1. Managing in the Global Economy Azerbaijan State Oil and Industry University Subhan Jafarov Brand Analysis

2. Coca-Cola was created in 1886 and has grown into a symbol of refreshment worldwide. Present in more than 200 countries, Coca-Cola sells over 1.9 billion servings daily. It’s not just a drink—it’s a global cultural icon. This presentation explores what makes Coca-Cola so successful and how it sustains that position. Introduction to Coca-Cola

3. Product Range: Soft drinks (Coca-Cola, Sprite), water (Dasani), juice (Minute Maid), energy drinks (Monster). Marketing Strategy: Relies heavily on emotional appeal—“Open Happiness,” “Taste the Feeling.” Distribution: Coca-Cola uses a strong global network with local bottlers. Sponsorships: FIFA, Olympics, and other major events strengthen its visibility. Brand Audit

4. Very loyal, spanning across generations. Customers Health-conscious consumers are a growing challenge. PepsiCo (main rival), Nestlé, Dr Pepper Snapple Group. Competitors Coca-Cola leads in emotional branding while Pepsi focuses more on pop culture. Customer & Competitor Analysis

5. SWOT Analysis: Strengths: - Strong brand image - Massive global presence - Loyal customer base Weaknesses: - High sugar content in main product - Dependence on carbonated drinks

6. Parent Company: The Coca-Cola Company Master Brand: Coca-Cola Sub-Brands: Diet Coke, Coca-Cola Zero Sugar, Flavored variants Brand Hierarchy The hierarchy helps Coca-Cola serve different market segments effectively. Each sub-brand has its own tone and appeal but connects back to the core identity.

7. Appealing to all age groups and seen in every part of the world Relevance One of the most recognized brands in human history. Knowledge Coca-Cola has unique taste and iconic branding Differentiation This BAV profile explains why Coca-Cola has lasted for over a century. Consumers see it as reliable, consistent, and high-quality. Esteem BAV Evaluation – Coca-Cola’s Strength

8. Coca-Cola’s Business Strategy Focus on Brand Love: Campaigns build emotional connections. Digital Engagement: Strong presence on social media and digital platforms. Innovation: Expanding into zero-sugar drinks and sustainable packaging. Supply Chain: Uses a franchise model—local bottlers adapt to local markets.

9. EBITDA – Explained Simply Revenue: $10 billion (example) Operating Costs: $7.2 billion EBITDA = $2.8 billion EBITDA shows how profitable Coca-Cola is before interest, taxes, depreciation, and amortization. It helps compare brands globally by removing factors that vary by country.

10. Production cost per can: $0.30 Selling price: $1.00 Margin = (1.00 - 0.30) / 1.00 = 70% Markup = (1.00 - 0.30) / 0.30 = 233% These numbers show Coca-Cola earns a high profit per unit, which funds marketing, innovation, and expansion. Margin & Markup Understanding the Profit

11. Coca-Cola isn’t just a drink—it’s a brand story told over generations. Through strategic branding, deep market understanding, and emotional marketing, it maintains its global lead. Financially strong and culturally iconic, Coca-Cola continues to adapt and grow. Final Thoughts Thank you for your attention!