GLOBAL MARKETING STRATEGIES OF COCA-COLA IN BUILDING BRAND LOYALTY IN INTERNATIONAL MARKETS

Abstract

This study aims to analyze the global marketing strategies employed by The Coca-Cola Company in building and maintaining brand loyalty across international markets. The method used is library research with a descriptive qualitative approach, through analysis of corporate annual reports, public financial data, and relevant academic journals. The findings indicate that Coca-Cola successfully combines standardization and adaptation strategies (AdaptStand) simultaneously across more than 200 countries. Through an integrated 4P marketing mix—a product portfolio of over 500 brands, value-based and locally adjusted pricing, a franchise distribution network with over 900 bottling partners, and promotional investments of USD 5.01 billion, Coca-Cola achieved net revenues of USD 47.1 billion in 2024. Brand loyalty is built through emotional engagement, mass personalization, and global visual identity consistency. SWOT analysis identifies iconic brand strength as the primary competitive advantage, with key challenges stemming from public health pressures and intensifying industry competition. This study concludes that Coca-Cola's competitive superiority derives from its sustained ability to reconcile global scale with local relevance.