Marketing And Advertising Of Coca Cola 's Brand Power Over The Years

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.

According to David Cravens and others “Target market is a group of existing or potential customers within a specific product market towards which an organisation directs its marketing efforts”. Coca cola company follow Total market approach; therefore, company develops a single marketing mix and directs it at the whole market for their products.

By developing a demand-planning group Sara Lee was able to get the appropriate people resources needed for good forecasting. They also were careful not to involve new technology that would disrupt the process already in place. With the new technology and demand planners in place, the company was able to get inputs from product managers and field sales people. With their incoming data automatically integrated into the demand planning software, they can forecast from the SKU level up to the family level. Field sales people are now being asked to forecast for the next four months for the largest customer because they have immediate access to the people and therefore, the best view of the marketplace.

It has taken much more than simply the brand and product to grow Coca-Cola in the number one leader in the soft drink market. Over the past 100 plus years, Coca-Cola has built a huge network of distribution and manufacturing networks. These collaborations that are superior to all others and all types of relationships are a distinctive competency for Coca-Cola. The way that they organize and plan their contracts has proven to be extremely successful and continues to keep Coca-Cola at the top of the market. They have been able to build relationships with suppliers, buyers, bottlers, manufactures, retailers and consumers that are strengthened by the degree of loyalty from both sides of these relationships. They continue to manage their company

Coca-Cola is one of the most important companies in the world and is one of the leading companies in its field, Is an American, multinational and beverage company, manufactures, sells and markets alcohol-free drinks and juice concentrates. The company's branches are located in most parts of the world. Currently, the company's products are sold in more than 200 countries around the world. The company is responsible for the service of more than 1.7 billion people a day in all countries of the world. The annual return on profits of the company is very large as it reaches, Returns: US $ 44.294 billion (2015),Operating income: US $ 8. 728 billion (2015),

Why are some advertisements more appealing than others? Can people be influenced to like certain advertisements more than others? People are constantly surrounded by ads that try to persuade them to buy certain products instead of others. These ads are geared to appeal to certain cultures, such as individualist cultures and collectivist cultures. In individualist cultures, people think of being an individual strive to be independent and different from other individuals. Therefore, individualist thought processes involve “traits, states, or behaviors (e.g. “I am honest”) (Trafimow, Triandis, & Goto, 1991, p. 649). In collectivist cultures, on the other hand, people think of themselves as part of a group and strive to do their best to contribute to the group. Therefore, collectivist thought processes involve group memberships that involve family, society, race, gender, or other groups (e.g. “I am a son”) (Trafimow, et al., 1991, p. 649). Little research has been done on whether or not individualistic and collectivistic thoughts can be manipulated to prefer certain advertisements. This experiment attempts to demonstrate that the thought process can be manipulated by priming to prefer advertisements that are different from cultural upbringing.

Over the years, Coca Cola and Tropicana have been two major products used to campaign NASCAR sporting industry. The two products are produced by the two largest organizations in the United States of America. Coca Cola and Tropicana have been the top products used by NASCAR sporting industry in the marketing campaigns. Declining attendance at NASCAR races during the economic downturn had influenced intense discussion in the motorsport industry. Therefore, the company was engaged with two major industries in order to boost sports. Both Coca-Cola and PepsiCo organizations invested millions of dollars in the world marketing campaign through NASCAR industry in order to market the products. The two organizations are targeting the same markets in different ways. This paper will compare and contrast the way PepsiCo and Coca-Cola use NASCAR industry as a communication medium for advertising and promotions.

Coca-Cola is known for making millions of advertisements which are effective in their approaches and strategies to target an audience. Two genres of visual text which are seen often are billboards and video advertisements. In a billboard with the image of Santa Claus, he is drinking a coke inside of a snow globe with the words “Coca-Cola” and “Open Happiness” (Coke Billboard) on the right. The image is very simple and the text is easy to read. On the other hand, the commercial named “Share a Coke: Guess My Name | Coca-Cola Summer :30” includes some dialogue and very few text. The commercial was posted on Youtube and aired on television during the summer of 2017. The company Coca-Cola uses a variety of rhetorical strategies such as pathos, imagery, and repetition in order to sell their products. Although these genres of visual text are different in some ways, they both communicate the same message, which is to buy Coke.

Ghemawat declares that in the post-crisis global economy, "national differences" among and between emerging economies and developed countries remain pronounced, and that successful companies will learn strategies to "manage those differences...by adapting to local conditions." The author proposes that companies should focus on the unique character of regional and local economies, recognizing the diversity of cultures, customer needs and local competition while building strategic partnerships with regional forces to handle resource constraints.

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).

"Over a century of sweet tasting beverages with family and friends." The positioning statement of Coca-Cola needs to project the image in the minds of their existing consumers, as well as potential new consumers, the history of Coca-Cola being a competing global brand in the beverage industry and the association of the brand with fun times such as social events, parties, family activities, etc. According to Kotler and Keller (2016), positioning "is the act of designing a company 's offering and image to occupy a distinctive place in the minds of the target market." There are factors that must be taken into account to produce an effective positioning statement that will attract the attention of the targeted market

I am writing to you to discuss the success of the Coca-Cola Company thus far and to discuss recommendations in which the company could use. These recommendation will help the company to become more environmentally friendly, more of an ethical company and therefore to create a better image for the company. I will be discussing recommendations in reference to the United Nations Global Compact principles, specifically, principles one and eight:

Forecasting demand is the art and science of predicting future demand. There are several different techniques that can be employed alone or in combination with each other, depending upon the firm’s particular situation and the point in the product’s life cycle, and they are further classified as to the time horizon they represent. Forecasts are generally quantitative (relying on historical data) or qualitative (such as variable personal experiences).

Demand Forecasting is the activity of estimating the quantity of a product or service that consumers will purchase. Demand forecasting involves techniques including both informal methods, such as educated guesses, and quantitative methods, such as the use of historical sales data or current data from test markets. Demand forecasting may be used in making pricing decisions, in assessing future capacity requirements, or in making decisions on whether to enter a new market.

Since its introduction in 1886, Coca-Cola has applied a multitude of global marketing strategies through their advertising campaigns to guarantee their dominant position in the marketplace. The current technology-driven lifestyle has led to an expansion of marketing techniques to keep up with the societal demands and trends worldwide. The introduction of a new marketing approach coalesces the various product offerings within the Coca-Cola product line under a single campaign.