A Study on Product Mix and Product Line Strategies at the Coca-Cola Company

This research paper examines how product mix and product line strategies contribute to sustained competitive advantage at The Coca-Cola Company. As a global beverage leader, Coca-Cola continuously expands and optimizes its product portfolio to meet dynamic consumer preferences and market demands. The study integrates primary survey data from 250 respondents with secondary insights from academic and industry sources to evaluate the effectiveness of Coca-Cola’s product mix strategy. Findings reveal that product diversification and line extension positively influence brand equity, consumer satisfaction, and purchase intention. Strategic product mix adjustments have enabled Coca-Cola to remain resilient against industry competition and changes in consumer behaviour. This paper offers managerial implications for marketing strategy, product development, and portfolio management.