Coca-Cola is a multinational corporation with American roots that was established in 1886 (Brondoni, 2019, p.17 (1). Coca-Cola Company's most popular item is coke, a carbonated soft drink that is produced by company. The business deals with and creates products that are harmful to consumers. However, as an international brand, the business is looking to produce water bottles and other drinking options for people, including athletes. Coca-Cola relies on misleading marketing techniques in order to keep consumers buying its product.

Coca-Cola is Best among the Consumers

In addition to being well known among regular people who enjoy being productive, the Coca-Cola company also appeals to the palates of the majority of people living all over the world. Celebrities and other people have been loyal to Coca-Cola for decades because of its distinctive flavor.

Coca-Cola's superior relationship with customers can be attributed to its marketing strategy of offering consumers a product that differs from others in terms of taste and presentation. The business and customers have developed a very rational relationship. Sensible relationships entail maintaining a healthy balance between promises made and delivered, as well as refraining from making any false statements about the company's shift to sustainable marketing tactics for attracting and retaining current customers.

The Coca-Cola Company has run a variety of PR campaigns to draw in the largest number of customers. There were campaigns for events like the Summer Olympics in Rio in 2016 (Vincent et al. 2019, p. The moment is a happiness campaign was also a movement in the US in 2019 (Serodio, et al., 2020, p. 23). Coca-Cola suggests that these campaigns are beneficial for customers in the first place, and can be maintained by keeping an open mind to change.

The Coca-Cola Company ran this campaign to encourage consumers to choose Coca-Cola products because they are better for their health. However, the company produces unhealthily manufactured goods. Pepsi-Cola and Coke might also be good for health, but their campaigns are not concerned with public health and well-being.

Strengths

Celebrities

Choice When it comes to celebrities from any industry that combines business and entertainment, Coca-Cola's main selling point is that it is their first choice. For decades, they had to fight over the brand in order to obtain Coca-Cola products. Due to the fact that most people still follow celebrities on social media and value their choices, this is a major strength. The most well-known product among consumers worldwide is Coca-Cola. It has a strong following among celebrities, which is both its strength and marketing campaign.

Teenagers purchasing at sporting events

Teenage consumers are the Coca-Cola Company's main competitive advantage. They don't need to give their health much thought in order to purchase the product. Teenagers are influenced by the Coca-Cola company's advertising campaigns in this way because of their appealing taste and cutting-edge concepts, which lead to better consumer relations through advertising. These products come with a health risk because they contain sugar.

Popular Product

The Coca-Cola Company is non-alcoholic due to its market dominance (Glavey, 2019, p134(5)). The beverages are made from sugary ingredients and are not as bad for your health as alcohol is. As a result, both the taste and the brand name of the Coca-Cola Company are very lucrative. People in different parts of the world have different products to choose from, and some choices are not very healthy and can make the drinker go into a deep sleep.

Diversified Options during campaigns

The product portfolio of the Coca-Cola Company is diverse and includes carbonated soft drinks, juice drinks, bottled waters, sports drinks, energy drinks, tea, coffee, and other non-traditional beverages. For the majority of Coca-Cola Company customers, there are excellent options. Additionally, the ability to offer beverages based on various categories becomes a key strength for the business. This turns into strength when creating public relations. Almost all of Coca-Cola Company's products are refreshing and enjoyable.

Huge Network to set up public relations

Additionally, the Coca-Cola Company's public relations strategy includes another component. The company has a vast network that enables it to reach the majority of its clients wherever they are located in the world (Wood et al., 2020, p. 4 (5)). No single distribution of the product exists in any one nation.

Instead, the business strives to produce 1.9 billion servings in a single day. It demonstrates that the Coca-Cola Company outperforms its rivals in cultivating better public relations, which helps the business stand out from its rivals and enjoy the majority of market success during PR campaigns. At the beginning of their PR campaign, a publicity team comprised of a vice president and two press officers were tasked with the goal of communicating to the public about Coke's improved production techniques and testing results (Wood et al., 2020, p.

Weaknesses

promotion of unhealthy drinks

The Coca-Cola Company's products have been determined to be significantly riskier for health, according to the International Journal of Environmental Research and Public Health (Serodio, et al., 2020, p23 (14)). The Coca-Cola Company's main flaw in its public relations strategy is its promotion of unhealthy sugary products. Additionally, the business is encouraging young people to use it.

The majority of Coca-Cola's customers are teenagers, which is why international organisations also denounced the company's actions as being weak management's decision to pursue public relations. The high rates of obesity and ill health, diabetes and cancer amongst the young people in this nation are products of the totally ineffective policies of successive governments to try to get teenagers onto the straight and narrow through an abundance of cheap advertising

However, the business should adopt strategies that are founded on the education of the public and the promotion of goods that are good for and healthy for paper. Consider how the Coca-Cola Company might have switched to using bottles for healthy drinks and water. The business could also use sports drinks to boost energy levels and improve game play. Instead of promoting healthy products, the company continued to run campaigns to build better public relations, which confirmed their preference for sugary goods. This statement implies that Coca-Cola's campaigns lacked consistency.

Even though the business strives to have the best campaign to persuade consumers to purchase its goods, the campaigns are based on sporting events (Ahmed et al., 2019, p3 (2)). Coca-Cola is not expanding its reach to every country in the world through sporting events. The staff of the company can pursue the strategy if the company can lengthen the product's supply chain. The company's inability to effectively use public relations to create campaigns, engage the public, and increase communication with the public in order to forge stronger relationships then becomes a weakness. However, the business is occupied travelling to important sporting events and other occasions to advertise the products.

Against Ethical consideration

In 1920, Edward Bernays emphasised the use of public relations to shape public opinion (Bernays, 2015, p. 2 (2)). It implies that the viewpoint should be objective and fact-based. The problem also brings up an ethical issue with the publicly traded company. His remarks demonstrate that Coca-Cola does not care about the general public's health. Additionally, there was no public opinion of Crystal Clear because people were more interested in the appearance of the business than the dangers associated with the beverage. Despite there being numerous people that believed that he was in fact trying to bring this issue to light and make the world aware of what Coca Cola was doing, there is a question his motives because his methods and means are a bit too personal.

Finally, it turned out to be the main weakness. Major individuals and organisations consequently criticised the campaign for leaving out healthy products. Instead, it's to give teenagers the impression that Coca-Cola products are secure for them. Furthermore, there is no ethical justification for spreading the notion that drinks with added sugar are safe to consume.

Recommendations

§To improve public relations, healthy drink products must be promoted. The average adult consumes 20 teaspoons of sugar a day, a figure that experts believe is "unsustainable." Yet many people do not realise that many other drinks besides cola are loaded with sugar: Coca-Cola and Pepsi Cola contain almost twice as

§ must pursue more effective methods of communication with the public that do not involve taking part in sporting events

§ Employees of the business should be dispatched to clients to inquire about their opinions of Coca-Cola products.


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References

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