Thursday, July 18, 2019
Case Studies » Featured Case Studies » Case Studies » Coca-Cola: Water, water everywhere... - Conclusion

Coca-Cola: Water, water everywhere... - Conclusion

Conclusion

One of the most consistent growth segments in the non-alcoholic beverage market is bottled water. This growth is particularly evident among women under 40 and with younger, 'urban' consumers. The potential for further growth in the market has extended to enhanced waters and other health and wellbeing products. Australia lags behind most of the developed world in the consumption of bottled waters, but organisations such as Coca-Cola have extended their product lines to create opportunities for increased sales.

CCA and Coca-Cola have embarked on a multi-varied marketing campaign that extends well beyond traditional advertising and distribution channels. The successful ongoing marketing of Mount Franklin and Pump incorporates media advertising, community partnerships, innovative packaging design and interactive digital engagement through the Internet and new media channels.

As the Australian market leader in bottled water, Coca-Cola has striven to be a responsible corporate citizen, balancing triple-bottom line objectives of market success, environmental sustainability and social enterprise.

 

(Page 7 of 7)
Associated with:
Learning Area(s):
  • Business Environment | Mission and Objectives
  • Ethics and Social Responsibility | Risk Management
  • Ethics and Social Responsibility | Socially responsible programs and approaches
  • Global Business | Ethical global management
  • Global Business | Types of global business/expansion
  • Marketing | Ethical/legal marketing decisions
  • Marketing | Market research methods/analysis
  • Marketing | Marketing analysis and segmentation
  • Marketing | Marketing evaluation including use of KPIs
  • Marketing | Promotion strategies and their application
From: Edition 4

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