Before entering the marketing courses, the notion of marketing was reduced to buying and selling products successfully. But recent studies helped to realize all the nuts-and-bolts of this science and to define why marketing is so important. First of all, I want to express my own opinion about the results of the marketing courses and to give my own comprehension of the product placement. The most interesting thing I found out from the courses is that marketing serves to meet the requirements of diverse social groups and individuals. Hence, on the one hand, the products are created for the masses and on the other hand, they are destined for each person. Such a magic strategy is called the four Ps where the delivery of goods and services is a sophisticated process that needs a thorough analysis. Moreover, marketing is a kind of philosophy that requires some creativity and intuition. In that regard, I was impressed by the philosophy of Coca-Cola Company that skillfully applies the marketing concepts. The company managed to keep a wide market segment because its primary philosophy focused on the psychological aspect. As we know that Coca-Cola Company is the worldwide known producer of soft drink beverages I decided to conduct my own research and find out why this manufacturer is so popular among young adults and teenagers. To begin with, I decided to study the main aspect of marketing, which is the packaging. The bottle of Coca-cola is of bright red color background with white letters on it. The image is laconic and bright and it is sufficient to attract the target market. Recently, the producer introduced innovative packaging that involves the company’s concern about the ecological issue. The strategy is quite wise so that it is doomed to be a success. The company tries to keep pace with the recent tendency of the recycling process in order to improve the recent ecological situation. The core marketing concept of Coca –Cola lies not in bottling innovation but in the successful promotion of beverages all over the world. Coca-Cola’s secret of success lies in local thinking, which means focusing on a single person’s needs. The simple logo “We want people to drink what they to drink” as Coca-Cola is well known for its unique taste. As a result, such a method captured a vast market segment and increased the sales volumes. The placement policy is the leading soft drink producer is based on the TV ads, bright billboards whose major goal consists in the life philosophy. Coca-Cola’s international orientation entails delivering goods and to build subsidiaries even in developing countries. The share market growth is due to the consistent strategy of the manufacturer that devises unique marketing programs for each district of the world. In my opinion, a constant introduction of innovation is half a success that keeps the image of the company popular. On the other hand, millions of people in the world have already recognized the brand sustained by the company so that the implementation of the alternative strategy in packing and promotion could be risky. Still, I am confident that due to the emergence of highly competitive brands in the international arena, the following int