Advertising Campaign Analysis Of The Coca Cola Company

In this assignment I’m going to describe how the marketing research information is used in order to understand customers, competitors and the market environment in a company like Coca Cola. I’m also going to describe how the link between the principles of marketing are applied within the Coca Cola Company and the marketing research activities used by the same organisation.

Experiencing adventures in life for many “classics”. Movies, songs, and foods all fit into this special, yet simple category. The classic glass bottle with white letting labeling “Coca-Cola” will forever be the typical, classic beverage for all. “Coke’s Love Story” intensifies the rhetorical appeals while appreciating audiences from different friend groups, families, and couples. Coca-Cola continues to strive to change people’s emotions, opinions and taste buds by a simple sip of

3.A Company that competes with Coca-Cola and sell similar products would be the known Pepsi Co. However, Coca-Cola is primary recognized globally and has always exceed according to a 2014 Nasdaq article, “Coke holds 42% of carbonated drinks while Pepsi Co. holds 30 (2014).”

Currently, the main competitor is Pepsi which also has a wide range of beverage products under its brand. Both Coca-Cola and Pepsi are the predominant carbonated beverages and committed heavily to sponsoring outdoor events and activities.

The advertisement for the Share-A-Coke campaign starts out with a girl going into a store and buying some Coca-Cola, and there is a look on the girls face that seems to look like she has an interest in the cashier. The same girl keeps going back to purchase more Cokes for herself and her friends or acquaintances. During this time all of her friends/acquaintances are having a joyful time and at the end of the commercial the girl finally invites the cashier outside by giving him a Coke with his assumed name on it just as he's closing the store doors. They turn the corner and everyone is there having a good time. Coca-Cola made a good campaign for share a coke by using pathos to get people to buy.

Coca-Cola Company is the world’s largest beverage company. Coca-Cola Company owns 500 non-alcoholic beverage brands, such as water, sparkling drinks, juices, fruit juices, sports and energy drinks, coffees, and teas. It owns and markets four of the world’s most popular carbonated drinks: Coca-Cola, Sprite, Fanta, and Diet Coke and is sold in over 200 countries .

Soft drink industry is controlled by three large companies, which include Coca-Cola Company, Pepsi Company, and Dr. Pepper/7Up Inc. controlling about 90% of the market share. Coca-Cola is the largest of three companies and produces 5 of 10 top brands with market share of about 44.1%, followed by Pepsi

The Coca-Cola Company is one of the largest in the world and the Coke logo is one of the most widely recognized icons in the world. The company used many different marketing campaigns in the years since the company has been created, some being more successful than others. Two such commercials, the Hilltop commercial and the Taylor Swift commercial, both differ in the approaches but are still both successful in their approaches. The first was first aired in nineteen seventy one while the second was first aired in twenty fourteen. I think that the Taylor Swift commercial is more successful than the Hilltop commercial because it better addresses its more specific audience.

Market research is the process where the marketing problems and opportunities are defined through the information gained from the customers. The Market research is also used to help understand the marketing process, which then helps increase the performance of the company’s marketing. Due to the raise of the public awareness of obesity and its consequences, the soft drink companies such as Coca Cola where heavily bombarded with negative publicity. As a result the sales of many soft drink companies have declined. In response to this major companies such as Coca Cola have embraced the idea of quantitative market research to understand the needs of the consumers. To be able to achieve an effective market research the company has spent around $132.8 million on many methods of retrieving information but one of the main method was by surveys. The surveys have shown that the image of the company was associated with unhealthy products, due to the results that were provided Coca Cola was able to understand that to attract more customer the only solution was to change the marketing plan to re- brand the business into a health conscious business.

Coca Cola has created world famous commercials that have aired during anything from the super bowl to Saturday Night Live, but these specific commercials don 't star famous athletes or actors. They star polar bears. Coca Cola struck gold while other companies watched it all unfold. Polar bears are a vulnerable species as their population continues to decrease, meanwhile Coca Cola is using them to generate massive amounts of revenue. Americans are known for being suckers for cute animals, the cute scene of a polar bear slipping on ice to get a coke and ending up and the feet of the mother stole the heart of American consumers. Once again Google continues their search engine trend. Typing the word “polar” provides a plethora of suggested results. However, residing at the top is “polar bear coke” this search shows you the history of this marketing campaign as well as images from the commercial that has aired a countless amount of times. Along with these great commercials is the ever famous saying by Coca Cola “open happiness.” A simple two words that have become a staple not only to the brand, but the marketing plan. These words are linked to the ever famous share a coke and polar bear campaigns by Coca Cola. Google is in control of marketing on the world wide web due to its massive marketing hub it possesses. Given they are one of the biggest if not the biggest beverage company in the world, they have still been using the same

Advertising is ever changing since people and products are always transforming. Coca-cola has been living the advertising roller coaster since 1886.(About Us Coca-Cola History) Their message has changed since the beginnings of being a solution for the weary and tired to a message of creating a unity for people. The direction of the advertisements has changed considerably through the years. Although this may be the case if one looks at two specific advertisements, one from 1886 and another from 2016, the differences and similarities are striking. One can break down these similarities and differences into three distinct categories being the models in the ad, the Coca-Cola logo/ slogan, and the audiences the advertisements are directed towards.

Nestle: Nestle is also one of the company that competes with Coca-Cola. Nestle is considered the world’s number one drinks and food organisation in terms of sales. (https://www.nestleprofessional.us/ ).

When one sees a cherry-red backdrop with white lettering, one instinctively associates it with the Coca- Cola company. People have been recognizing that same logo since the early 20th century. From its early slogans such as “Red, White, and You”, to its current slogan of “Taste the Feeling”, the Coca-Cola company has been coming up with innovative ways to make its brand recognizable anywhere around the world. The Coca-Cola polar bears first debuted during a 30 second commercial which aired in France in 1922 called “Northern Lights’. Creator, Ken Stewart stated the purpose of the always thirsty animated creatures was to “create a character that’s innocent, fun and reflects the best attributes we like to call ‘human’” (Ryan, 2012). This ad campaign, becoming one of the company’s most popular, aided to ensure customer loyalty. Interbrand launched in 2012 Coca Cola to be the top best global brands. They won the highest brand equity award (Frampton, 2012).

The Coca-Cola Company is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.

Largest market share – There are only 2 big competitors in the beverage segment – Pepsi and Coca cola. Out of these 2, coca cola is the clear winner and hence has the largest market share.