The Key Points of the Article

 The Company initially had a lot of faith in the marketers of Coca

–Cola, the team is considered as one of the key factors for its
roaring success and is known to all.

 Their dependency for profits was mainly on coke despite

having a wide portfolio of the product range.

 Around one third of the company’s worth is dependent on its

number one product i.e. coke. Hence one brand strategy was
followed in a way that every product was labeled and sold
under one brand name that is coke.

 The marketing strategy resulted in substantially cutting cost by

promoting three to four separate brands under one name.

 2016 strategy was to sell different products but they had

similar look, with the same distinctive and recognizable look.

 One coke memo was slower but more graceful and realistic.

 The relaunch of Diet coke missed out on its one coke strategy.

 The marketing team focused on millennial as their key

customers and therefore changed the look of diet coke to
demonstrate progressive change and innovation to appeal
them.

 The new coke is in a completely different size, shape and color

which was earlier taken care of.

 Visual identification was made stronger.

 In this new age less is more; Coca-Cola diverting itself into sub
categories would lead to its down slide.

 The relaunch of diet coke proclaim its serious need to gear up

with their marketing team.
Major Problems Faced By The Company Coca –Cola

There were various marketing failures that were encountered

by the brand. They targeted the profits on coke even though
they had various products in their portfolio yet marketed all
the products under one brand name.

Promoting three to four separate brands under one key brand

was their strategy but eventually the magic started to fade.

Coca cola’s marketing is said to be one of the best as they had a

smart blend of communication, innovation and consolidation
that has enabled the company to buy time as it looks to
diversify into new offerings. Stating that will also mean that
they were working in a manner where they had so much to
loose ideally called soon to be a dead horse yet they managed
to flog it well by their tremendous marketing.

But when they re-launched the diet coke in US, it was an

expensive procedure and shifted their approach by focusing on
Millennial as their main market. The changed packaging from
their conventional big red coke to appealing look, new flavors
and sleek tins portrayed progressive change and innovation.
Earlier their different products were sold under the same
category to make it look familiar and recognizable which was
an amazing step to their success but with the diet coke launch it
didn’t remain the same as it took away from its one coke memo
taking a major shift from the unification.

Coke being the most popular product of the company was

globally accepted and therefore maintained the brand value of
other sub categories which were promoted another its name
and image. This was one of the subsequent reasons of the
marketing fail of the new diet coke.

In this new age the company should focus on less but quality
products and more profits. This can be done only when they
focus back on the big red coke as their premium product.
Along with multiple issues the company is facing, marketing is
one of the major ones.