Coco-Cola

From the Three A’s to the Three P’s Coca-Cola used to focus its strategy on the three A’s: availability, acceptability, and affordability. While these provided for tremendous growth, they also led to lowered entry barriers. Today, Coca-Cola’s mantra is the three P’s: preference, pervasive penetration, and price-related value.

Each month, Coca-Cola tests 20 brand attributes with 4,000 consumers to measure movement. The company also compensates (bonus and other compensation components) a large portion of its senior managers based on brand preference.

A recent Coca-Cola annual report reported that the second most recognized expression in the world after “ok?” is “Coca-Cola.”

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Coco-Cola

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Coco-Cola