Marketing Strategy Of Coca Cola

1423 Words Nov 29th, 2016 6 Pages
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.
Coca-Cola is continuously modifying their marketing strategies to maintain relevancy in the Millennial-driven marketplace. Millennials are generally considered to be individuals born between 1977 and 2000. Millennials grew up in an electronics-filled, increasingly online, and socially networked world. The dominance of technology became an integral part of life for this specific generation--more so than any of the other generations. The former Chief Marketing and Commercial Officer of Coca-Cola, Joe Tripodi, states that Millennials tend to expect unlimited options, personalized and delivered through different outlets instantaneously (Dan). These 18-to-30-year olds are a crucial target market because they make up the “conversation catalyst” reference group in society. The Keller Fay Group defines a “conversation catalyst” as any person who has a larger than average reach or impact through word of mouth in a relevant marketplace. Social media is widely used by the Millennial generation, making them fall…

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