This paper presents Coca-Cola Bottlers as the brand of study in the international market context. Coca-Cola Company was established in 1886 as a manufacturer and marketer of non-alcoholic beverage drinks in Atlanta, Georgia. By the 1900s it had attracted a very large market in the US and was already expanding into other 8 countries. Today, it is consumed in more than 200 nations worldwide with 230 different brands. It is an industrial leader in both product sales and marketing. 80% of the company’s profits come from its subsidiaries in the international market.

Only 20% come from the headquarters, the US Coca-Cola Company Annual Report, 1998). Despite Coke having a massive global growth, it has continuously employed favorable and basic marketing strategies for simplicity; using simple slogans like “Enjoy”, “Happiness”, and “Taste the Feeling” which are easily memorable to the consumers. It also employs personalization as a positioning strategy with branches distributed in the 200 countries across the world. Socialization strategy through the Share a Coke campaign in the social media is another marketing tool used by Coca-Cola; strategic experience also plays a greater role in expanding the market for Coca-Cola brand.

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