Marketing Strategy Of Coca Cola

The purpose of this writing is to report on the success and some reasons behind the Share-A-Coke campaign.

Coke’s campaign “Share A Coke” is an excellent example of how the brand has played on the emotions of their consumers. Here’s how the campaign works: Coca- Cola, Diet Coke, and Coke Zero have taken their iconic logos off of the bottles and replaced them with thousands of people's names. This personalisation is in itself a very attractive thing to many consumers.

This beverage is consumed by 1.7 billion people every day. In terms of “people”, the idea of best friends, moms and dads, business partners, spouses, and even the occasional stranger on the street are granted the opportunity to savor the taste of Coke. Varieties of vibrant food and the company from loved ones appeal to

The campaign was launched to retrieve sales, as in the prior month, 50% of teenagers and young adults had not tasted a Coke (“'Share A Coke' campaign,” 2012). Originating in Australia, Coca-Cola wanted to revive the idea of people getting together and having a good time over a Coke. It aimed to initiate conversations with close friends and between those who had lost touch. Social media took off almost immediately. With a broad target audience in mind, Coke enabled people to be engaged in different ways. Individuals could get highly involved with the campaign or simply purchase a drink and give to a friend and still enjoy the fun. Fans became the face of the

On average, North Americans drink at least one serving of Coke per day (CSPI sc1). With over two million dollars spent every year on advertising and with very

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.

The Coca-Cola organization has made exemplary strides mainly to offer a variety of products to its clients even with the competitive nature of the market. Consumers’ choice gets based on the brand aspect in which the organization wins most customers' heart against its rivals. Even though a significant number of people deny cases to having inclination picking between Coca-Cola items or its rivals', many have a strong desire in some way. Many inclines toward Coca-Cola products since the organization has more than hundred years of history and predictable brand image. This picture is engraved in a lot of people subsequently end up purchasing their beverages. It is out rightly conspicuous in the company’s high market share in the field of soft drinks.

The history of Coca Cola began in 1886 when Dr. John S Pemberton, an Atlanta pharmacist created a tasty soft drink which could sell at soda fountains. Since then, Coca Cola grew to be a global brand and touched great heights. Today, it sells across 200 countries and is just as popular across all the markets and nations. The company today, owns or licenses and markets more than 500 non alcoholic beverage brands. The brand has only few major competitors in the global market. The daily servings of coca cola are estimated to be at 1.9 billion globally. (Coca-Colahellenic, n.d.) This is just another proof of the popularity of the brand which has a very large and diversified

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

“Coca-Cola brands are available to consumers throughout the world. Today they account for 1.7 billion servings of all beverages consumed worldwide daily. Coca-Cola has the edge in the market and because they are first to capitalize on new consumer trends. They continue to focus on continuous operating improvements, and they are ever changing to meet market demands. Pepsi Co satisfies the needs of its customers with the wide variety of products offered. They also have the different type of beverage or snack and its brands can substitute for each other. Coco-Cola and Pepsi Co is known as the top 100 most valuable brands in the world.

Coke’s “Share a Coke” campaign focuses on the digital-age advertisement and personalization. Issues regarding climate change, sustainability, water use and recovery, obesity, and other social pressing issues are now been handled by professional PR agencies, on its behalf. “In September 2008, Coke hired the Dewey Square Group firm “for communications work regarding climate change, trade and assorted industry issues.” They’ve also used Weber Shandwick to handle PR.” (Richard, 2015)

Coca Cola is an American carbonated soft drink also known as coke. It was invented by a man named John Pemberton. This product has been around since the late 19th century and was introduced into this world on May 8th, 1886 in Atlanta, Georgia. The majority of the population knows about Coca Cola since it has been around for quite some time. Coca Cola is one of the most recognizable soda drinks throughout the world. The Coca Cola logo is widely recognized by all generations, young and old. We all know a Coca Cola logo when we see it. Why is that? When launching the first campaign for Coca Cola in 1886 the color of the product stuck out to people. The color red is a positive and energizing color. Red is often used to express love. When creating the advertisement there was a lot to take into consideration, how to attract consumer’s attention. When creating the products

Coca-Cola is the popular company, with different and correct point of view. Coca-Cola’s marketing campaign is one of the most popular in all around the world. This company is still succeeding and bringing new ideas how to promote the same old good soft drinks market.

They have succeeded in focusing on the brand image, customer retention and adding social and ethical benefits to every bottle they sell (Coca-Cola.com, 2014). “In advertising, everything depends on strategy applied on the market, which is adjusted to the positioning” (Moraru, 2010).

Coca-Cola is a well-established brand which is famous for its carbonated soft drinks. Almost everyone has heard or tried its products and many people may consider coke as their first choice when choosing a beverage. In order to further ignite people’s passion in Coca-Cola’s products and link the brand to positive associations, Coca-Cola had launched a campaign called “Share a Coke” in more than 80 countries, which was debuted in Australia during the summer of 2011 (Moye, 2015).