Strategic Marketing - Coca Cola

Coca Cola

1. What major issues does Coca Cola face in managing a global brand?

The diversity of regions and culture (including buying behaviour, occasions, religion, beliefs etc) are parts of the major issues facing this global brand. More precisely we can determine two key challenges for the Coca-Cola Company:

- Recognize market diversity and adapt products to it

- Leverage scale: be partners of world events like the Olympics games.

2. How will efficiency and effectiveness be ensured?

Efficiency and effectiveness will be ensured by accelerating economies of scale through:

- "Leveraging synergies and scale portfolio managing marketing projects"

- "Eliminating work duplication and focusing resources on innovation and executing with speed and excellence"

- "Building team trust and collaboration"

- "Simplifying marketing interfaces and decision making across regions"

These measures are looking to accelerate economies of scale.

3. How does Coca Cola capitalize on the knowledge of its marketers across all projects?

In order to capitalize on the knowledge of its marketers across all projects, Coca Cola:

- Create transparency across the various geographical, brand and project silos

- Create a common sense of trust and openness – ensuring marketers feel no risk of chastisement in publicising their work

- Shift the mind-set from that of ‘marketing organisation’ to ‘global marketing community’

- Make programmes work harder, circulate great ideas and operationalise knowledge in a faster way

- Drive true connectivity: every Coca-Cola marketer to be within one degree of separation

4. What benefits does the DNA Model bring to the Coca Cola marketing community? 


The DNA model provides users with instant access to the Coca-Cola way of marketing. We can identify three main benefits:

- Internal PR: marketers share their practices across the different teams and regions

- Real time up to date information: the idea of moving constantly

- Virtual

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