The Coca Cola company, headquartered in the United States, has more than 350 global and regional brands, especially the most famous ones, such as Coca Cola Classic, diet coke, coca cola zero, Fanta and sprite. The company sells concentrated drinks and syrup, carbonated soft drinks, mineral water, sports drinks as well as fruit juice, plant drinks, tea and coffee. The key message Coca Cola is trying to promote is that Coca Cola products provide inspiration and energy, promote social connections, and therefore have a positive impact on customers' lives. Given that the company's drinks are officially sold in all countries of the world except Cuba and North Korea, I am very interested in the marketing practices of the brand. Everyone is talking about Coca Cola as one of the most common and typical non-alcoholic beverages. Coca Cola is a customer-oriented brand, its successful communication strategy has an important impact on the marketing effect of Coca Cola.

The core value of the company's products lies in Coca Cola's determination to improve people's lives. When a person opens a can of coke or other Coca Cola products, it represents happiness. It also contains the social value of a person consuming Coca Cola products, which means that the surrounding environment becomes more pleasant and comfortable.

Coca Cola's marketing strategy has some basic theoretical aspects. The company's marketing strategy is based on a well-known "4P" marketing mix: products, prices, promotions and locations. Segmentation helps brands define the right products for a specific customer base. Coca Cola does not aim at market segments, but adjusts its marketing strategy according to new products. Coca Cola adopts a competitive positioning strategy to surpass its competitors in the soft drink market.

The brand faces three direct marketing challenges: narrow the scope of concern, expand the moat, and determine the goal. By narrowing the focus, Coca Cola slows down the decision-making process, hinders operational efficiency, and makes the company vulnerable to competitors. Expanding the moat means expanding the diversity of the company's products. In the absence of compelling innovation, Coca Cola has to rely on its emotional connections with consumers to buy time for the next big thing. The final marketing challenge is how to define its purpose. Coca Cola should not only pursue the goal of high profits, but also make clear the reasons for its own business. Strengthening public relations and clarifying corporate social responsibility should be the basis of marketing strategy.

In order to balance the analysis of Coca Cola Brand achievements, we decided to provide three kinds of negative comments on Coca Cola on social media, especially twitter. The first bad thing is that people don't like Coca Cola's customer service. The second bad thing is that sugary drinks lead to obesity. The third bad thing people say about Coca Cola is that they don't like the company itself. The following three screenshots confirm what people say about Coca Cola:

These comments make sense because one should not drink sugary drinks often. These products can lead to obesity in children and adults. In addition, Coca Cola seems to pay too much attention to the general scale of advertising and business development and does not take a personalized approach to each customer. As a result, customer service for some retail customers may be considered inadequate.

In general, the company's customer policy is based on the principles of kindness, politeness, and mutual respect. Company representatives mainly communicate with customers through electronic communication channels, especially through social media. Managers are very competent in the company's products, production, transportation nuances, and marketing strategies. As a result, criticism of customers faces clear facts about the company and its products. Because of these factors, the company's customer communication strategy is effective.

If I were a brand manager, I would learn to be alert to determine if my conversations with customers started with a negative tone, indicating a change in rhetoric direction. For better results, I'm free to redirect the conversation to the appropriate channel or reply via email or private message.

In general, I learned a lot of interesting information about the world-famous Coca Cola company because of this mission. In particular, I learned how to use marketing tools effectively to succeed in both domestic and global markets. I realized that when developing an effective marketing strategy for an organization, the needs of customers must be put first.