Behind Coca-Cola’s marketing strategy framework in Japan

Anna Hamill

Coca-Cola has applied its Integrated Marketing Communication philosophy to its product marketing in Japan, the company’s most profitable market internationally.

As the owner of some of the world’s most iconic beverage brands, Coca-Cola works with near global name recognition in almost every market around the world. According to Khalil Younes, Executive Vice President of Marketing & New Businesses at The Coca-Cola Company in Japan, the secret of the company’s international longevity is down to two things: the company’s dedication to research and development – even today, just three people in the company know the full recipe for the original Coke – and its marketing strategy.

Coca-Cola has been operating in Japan for around 61 of its 128 years – but...

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