Does Coca-Cola's secret formula keep it afloat?

Does Coca-Cola's secret formula keep it afloat?

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Coke is losing market shares, but experts say its secret recipe is keeping the soda market afloat. (Source: Coca-Cola Company/CNN) Coke is losing market shares, but experts say its secret recipe is keeping the soda market afloat. (Source: Coca-Cola Company/CNN)

(CNN) – Coca-Cola is staying afloat, even as the soda market shrinks, and many cite the company's marketing strategy as the reason why.

On Tuesday, the Atlanta-based Coke Company reported a 5 percent drop in net income to $8.6 billion for the year.

That's down from $9 billion in 2012.

Globally, soda drink sales have been shrinking as consumers turn to water, fruit drinks and healthier alternatives.

As PepsiCo., Coke's biggest rival, focuses on its snack business, Coke is beginning to focus its marketing strategy.

In a tough market, brand experts credit Coke's relative strength with the mystery surrounding the company's much-hyped "secret recipe."

One marketing expert says it's the very idea of the mystery that attracts attention, and is often seen as an element of quality.

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