Direct Marketing Coca-Cola uses direct marketing in many ways. First, the company forms partnership with various restaurants, movie theaters, hotels etc. to carry its product. This way, when a customer orders a drink, the only brand they are offered is Coca-Cola, which forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. e.g. McDonalds. Coca Cola also sponsors various sporting events in India and around the world in events like Cricket, Football, and Motor Racing etc