Marketing spotlight COCA-COLA

1What have been the key success factors for COCA-COLA?

From the text, it seems that the key success factors are summarized by: Marketing: Coca-Cola is seen as one of the founding fathers of the
modern day marketing model. They were among the pioneers of advertising techniques and styles used to capture an audience. Innovation: It was apparent that the market was changing and in order to keep up with these changes, Coca-Cola had to move from a single core product to a total beverage company. This was a major change because their past success was base on having one successful core product. Globalization: Technology is continually changing business, and these constant changes have been making it more feasible and profitable for businesses to expand their operations globally in order to serve all different types of diverse markets around the world, Coca-Cola is taking advantage of the large revenue opportunities made possible by participating in a global market and now offers products in 200 countries around the world.

Where is COCA-COLA vulnerable? What should they watch for?

2global brand strategy and local, it must think global but act local, now the effectiveness of TV ads is declining due to media fragmentation and use of devices like TIVO that let viewer zap commercials. Flight ads are that ad, which temporarily attracts the customers but doesnt say much about core values of the company or the product. An ad should describe a brands personality and value driver, which drives the personality. Most of the recent ads just endorsed by celebrities dont much explain about cokes value, in long run this may make people to forget what coke stand for. They should work to make values more fresh and relevant and study alternatives for communications strategies. They should find another ways to enter some countries that COCA-COLA doesn't enter.

What recommendations would you make to their senior marketing executives going forward? What should they be sure to do with their marketing?
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- Position it differently for example like refresher for a farmer/ who is doing hard work in farmland to penetrate deep into Bottom of the pyramid. - Think global but act local. - Flight ads are that ad, which temporarily attracts the customers but doesnt say much about core values of the company or the product. An ad should describe a brands personality and value driver, which drives the personality.

COKE- A SAGA NOT A BRAND

SOME OF THE KEY SUCCESS FACTORS FOR COCA COLA Brand image There are two schools of thoughts one says a brand can be built and other says a brand is evolved.whats right is not our issue now however a brand signifies one word called trust the consumer have on that brand. A trust cant be built over night. Its a saga. Coke has its history of about more than a century and this prolonged sustenance has definitely added to the brand image in the minds of the consumers and to its wallet. Brand associations. Throughout its history it was really excellent in associating the brand with right celebrities, right personality, right colour etc.the campaigns like tanda mat lab coca cola best describes the intangibles associated with that in India. Brand extensions: It capitalized on its brand equity by extending into mineral waters and other flavors of coca-cola at right time. It acquired a company called minute maid corp. and introduced Fanta (1960), sprite (1961) and tab in 1963.it broke through the concept of marketing myopia by describing itself not as just cool-drink but as a beverage. It introduced kinley in India in mineral water segment when Pepsi launced aquafina and bisleri (parle later acquired by Pepsi) Perceived quality As said in the book brands in the balance the second most spoken word in the world after o.k. Is coke. This is clearly visible in the case of introduction of new coke by then Roberto goizuetta in 1983s, which was an utter failure for them though the product was superior in taste. The consumers saw the coke not only in its functional and product attributes but also in their minds. They wanted their old cola back. The company reintroduced old cola with the name cola classic. This strongly shows the impact the cola has in the minds of its consumers. In response to this situation frenette, once chief of coke Europe what we learned is that we dont own this brand, the consumer does Brand awareness Starting from its inception we can see the intense promotional strategies adapted by coke brand recognition by clocks, calendars, free coupons etc.knowing the congestion in TV commercials its now shifting its focus more in event sponsorship, lounges offering music videos and video games exclusive site for song downloads etc. Quality corporate culture and values: It started standardization of its bottlers, strict quality adherence in supply and deliverance. It was ready to listen to consumers when controversy rose in Belgium

when the customers wanted to take back the coke from shelves after several kids vomited and fainted in 1999. WHERE IS COCA-COLA VULNERABLE? The dilemma between global brand strategy and local: As per Theodore levitte 1983 the impact of globalization is that to come out with inescapable standardization of products, manufacturing and the institutions of trade and commerce. This narrows down to a global brand strategy, which suits for all regions. But still it is a double-edged sword. Imagine a company like coke where it is in beverage industry where it caters to different culture, demography and psychography how far it is feasible to adopt a global strategy. It has to think global and act local. Coke did this mistake with Belgium issue already discussed in 1999 and recent controversies if pesticides issue in India. It still has to work on this dilemma. After the Belgium incident Douglas daft, CEO coca cola said, I am not sure we understood the world as much as we thought we did. The brand image itself Being so famous is as bad as good. Considering the same Belgium example the brand has done more problems for the issue than giving solutions. It took pains for the company to relaunch once again. Flight ads Flight ads are that ad, which temporarily attracts the customers but doesnt say much about core values of the company or the product. An ad should describe a brands personality and value driver, which drives the personality. Most of the recent ads just endorsed by celebrities dont much explain about cokes value, in long run this may make people to forget what coke stand for.(recent world cup performance of India) Recommendations: Penetration of coke so that it appeals the bottom of the pyramid consumers. (India) Think global but act local. CELEBRITY endorsement is not the only strategy to promote. Its very sensitive to market of the celebrity. Dont repeat mistakes like new coke. Consumer owns your brand. Come out innovative promotions that best fits the region may be event sponsorship in small scale for villages. (For bottom of the pyramid consumers, BOP) Position it differently for example like refresher for a farmer/ who is doing hard work in farmland to penetrate deep into BOP.

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Coca Cola Company Marketing Strategy

Posted on February 11, 2011 by admin

The Objectives of the Project Report: Research Question: Evaluating the factors for success of Coca Cola Co. as the number one beverage brand in the world. Objectives: - Evaluating the Marketing Strategy for Coca Cola Co. - Studying Coca Cola - The Brand - Coca Cola operations in India This report looks at global marketing strategy of Coca Cola and also the Global Brand Strategy of Coca Cola. Through SWOT analysis try to analyze strengths and weaknesses of Coca Cola Co. Global Strategy of Coca Cola: Consumers will have different experiences, given their personal references and location. The Coca-Cola Company is adjusting its approach so that it can tap into these differences and provide the appropriate marketing activities and beverages to connect with consumers. Its "think local, act local" approach to marketing allowed adopting communications to fit local circumstances. Coca-Cola Company wants to provide consumers with beverages to fit their different life styles and life stages. CEO Douglas Daft said "In the past Coke succeeded as it appealed to global commonalties. In the future there is a need to understand and appeal to local differences". - Firstly he replaced practically all of Coca-Cola's senior management in Europe with local executives. By placing more responsibility and accountability in the hands of local managers who are closest to the local consumer. - "Coca Cola flourishes when our people are allowed to use their insight to build the business in ways best suited to their local culture and business conditions". Efforts were made to give freedom to local managers to act according to the local conditions. - Draft believed that it was essential to build the core of the business on the strength of the brand. Also it was important to relate to people. - In Brussels, hostesses go to discos and hand out free Coke to teenagers having alcohol to demonstrate pleasure of a Coke break. This was possible by the insights of local marketing managers of Coke who knew that Belgians are party animals management in Atlanta would not know this. This is a good example of how the new localization was working.

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16 Responses to Coca Cola Company Marketing Strategy

1. Pain Addict says: April 3, 2011 at 7:23 pm What should Coca-Cola do with their marketing? As you all know that Coca-Cola is one of the most respected and successful global brands. It has gained a reputation among the customers worldwide. Many popular TV commercials are offered by this company. Nevertheless Coca cola has some helplessness. As the consumer market continues to increase, Coca-Cola is now facing a much stiffer competition in the world market, which has initiated a very good possibility that Coca-Cola falls short of surviving in the market. As a market leader, this company should put in some changes in their marketing strategy. What should they be sure to do with their marketing? Explain in your words. p.s. If you are not familiar to the Company (Coca-Cola) and its marketing strategy. Do not answer.

Adrienne A says: February 23, 2011 at 12:27 am

What they should always maintain is their label as being a classic drink. These days people love the fact that something is vintage and has been by their sides for many years. They should not only remain to keep the aspect of it being classic but also keeping the taste classic and the same.unlike the catastrophe that happened a few years back when coke decided to change cokes taste. The coke consumer simply didnt want there to be a change in their soft drinks that everyone was familiar with. I mean its a universal product so of course there would have been an uproar if there was a drastic change in the product itself basically im saying dont know which approach coke should take, even though i really like the approach they took when marketing with Open Happiness, but one thing they should never change is the product

simply the way they market it. And they should always keep a bit of a family aspect to it it generally works i mean from my part it does.

2.

lickintonight says: May 27, 2011 at 5:21 pm

Anybody else noticed that the Coca Cola company appears to be touting as the officia sponsor of Christmas?l? Its been going on for a few years now and its a quite brilliant piece of marketing strategy as the companys colours are somewhat Christmassy. Has anyone else noticed this are you one of the dolts this stuff actually works on and find yourself thinking you most stuck up on Coke for the festive period? Or, like me, do you just find it amusing? Do you think theyll go the whole hog in a few years and actually try and call themselves the official sponsor of Christmas? Does it actually make you want to drink more Pepsi Max cause its by far the best cola drink out there? Interesting that everyone appears to have forgotten that red and white were pagan festive colours for winter solstice as well as green guess Coke are winning all ends up And how did the l that should be on the end of official get to the end of the sentence? I blame the YA team I keep saying they are illiterate and they even had the cheek to send another violation notice for defamation when it was obviously (a) true and (b) slander, because it was written.

STEVE T says: June 4, 2011 at 5:31 pm

well funny you say that cause last year i opened the door to some carol singers and instead of belting out O little town of bethlehem,they broke into holidays are coming, holidays are comingneedless to say i gave them all a can of coke

3.

ILovePeople says: May 30, 2011 at 8:08 pm

Coke vs Pepsi??? Best Marketing Strategy? 10 Points ? Which company has the most unique marketing strategy world wide Coca Cola or Pepsico, and what strategy gets them such an overwhelming response from consumers? 10 points for the best answer.

__A_YAHOO_USER__ says: June 3, 2011 at 7:14 am

I am not sure I would say either is unique. Coke is the best all around hands down! At one time Coke was offered the chance to buy up Pepsi and passed on it. That is a fact from the Cola history! I also have to say the MyCokeRewards program has the Pepsi points beat all to heck!

4.

Sam says: June 4, 2011 at 3:40 pm

Coca-Cola, company statistics and information? I have a project on Coke cherry, and this project is a Marketing Plan college level. i have already made the theory and the strategies nicely but in order to prove what im saying i need statistics about Coca-Cola here are my questions; Why dont I see Coke cherry in Canada? (I read something on Wiki but it wasnt that helpful). which province in Canada consumes the most soft-drinks(or whatever you call it) how much profit does Coca-Cola make in Canada i tired to find a website for these stuff but i failed at it, i also tried STATCAN but was unable to get an accurate result. thank you for any help

Pineapple Octopus says: June 1, 2011 at 3:42 pm

google coke

5.

Eve says: June 4, 2011 at 6:51 pm

Whatever happened to Coca Colas C2 Coke drink? It was HALF the calories and half the caffeine of REGULAR Coke and half the SUGAR? By far it was probably the BEST drink they ever made and they PULLED IT and instead come out with lets get everyone hooked to caffeine BLACK cola etc. Wonder why the BLACK isnt sold in Canadacan never figure out the marketing strategies with these companiesunless Red Bull or some other caffeine pumped drink is marketed up here in lieu of Black. In any case C2 was the perfect colatasted like the real thing and nowhere near as gross as diet cola. No we have Coke Zero here tooit isnt that. It was sort of an in between pop, not quite diet, not quite sugar..it was 80 calories, half the caffeine and half the sugarit was JUST right but I guess it didnt catch on. Its totally disappeared..I dont like the aftertaste of aspertame. If they used Splenda or that newer onethe more natural onecant think of the name I would switch but not aspartame. No thanks.

chris j says: June 4, 2011 at 5:13 am

Im still wonering what happened to wild-n-mild Fritossame deal!

6.

ANTHONY B says: June 4, 2011 at 7:36 pm

I need help in marketing please help me!? Select a large company that has created a strong product identity in the market (for example Coca-Cola, Tide Detergent, or Crest Toothpaste). What branding strategies has the company used to create their product identity? Provide examples and explain your reasoning in a 200-300 word response

Ronald G says: June 4, 2011 at 7:56 pm

Think Quaker Oatsin the 1990s things were in a slump, folks were on brink of recession chatter and tightening downwhat better marketing ploy than to bring in old WILFORD BRIMLEYhe was a frugal, older and respectable actor, one an average person could resonate withhe talked about how you can get everything you needed to get moving in the morning, with just one bowl of Oatmeal at only .09 cents a bowl. He made it appealing both emotionally and financially

7.

christine0204 says: June 4, 2011 at 8:06 pm

Homework question ? I am stuck in the research proposal. The research question is What are the marketing strategies for Coca-Cola Company? and what are the solution for that? Can anyone answer as soon as possible? Thank you very much.

ladybird says: June 4, 2011 at 6:32 am

Well, I know that Coca Cola does not need to advertise to sell their product, because it is so well known. So the only explanation for the huge advertising budget they have is to continue to show the product as cool, and to keep pace with their leading competitor, Pepsi.

8.

Piper says: June 4, 2011 at 8:09 pm

Can someone please help me in marketing? Select a large company that has created a strong product identity in the market (for example Coca-Cola, Tide Detergent, or Crest Toothpaste). What branding strategies has the company used to create their product identity? Provide examples and explain your reasoning in 200-300 words.

HouseOrBeHoused says:

June 3, 2011 at 6:43 am I would suggest Budweiser. Think of their commercialsfor the most part, they use humor to advertise a product to people who are, young, uneducated (the bud-weis-er frogs are clearly not aimed at people with law degrees), and willing to spend money for a good time. My personal view is that bud doesnt try to attract with taste or characteristics (i.e. miller, lowest carbs of any beer), AS MUCH as othersbut instead, they advertise soooo much, that brand recognition comes into effect when you walk into the gas station looking for a 12 pack, but you dont really care what youre drinking. You see a bud product, and youve seen 9 of their commercials (not like a coors light look how cold our beer is ad, but something that, whether taste is involved or not, it sticks on your short term memory) in the last 3 hours, so you have an ah what the hell attitude, which leads to a purchaseprecisely their strategyjust a thought from a guy currently drinking a bud light.

What should Coca-Cola do with their ?marketing

As you all know that Coca-Cola is one of the most respected and successful global brands. It has gained a reputation among the customers worldwide. Many popular TV commercials are offered by this company. Nevertheless Coca cola has some helplessness. As the consumer market continues to increase, Coca-Cola is now facing a much stiffer competition in the world market, which has initiated a very good possibility that Coca-Cola falls short of surviving in the market. As a market leader, this company should put in some changes in their marketing strategy. What should .they be sure to do with their marketing? Explain in your words p.s. If you are not familiar to the Company (Coca-Cola) and its marketing strategy. .Do not answer

1 year ago

wer - Chosen by Asker

What they should always maintain is their label as being a "classic drink". These days people love the fact that something is vintage and has been by their sides for many years. They should not only remain to keep the aspect of it being classic but also keeping the taste classic and the same....unlike the catastrophe that happened a few years back when coke decided to change coke's taste. The coke consumer simply didn't want there to be a change in their soft drink's that everyone was familiar with. I mean its a universal product so of course there would have been an uproar if there was ...a drastic change in the product itself basically im saying dont know which approach coke should take, even though i really

like the approach they took when marketing with "Open Happiness", but one thing they should never change is the product simply the way they market it. And they should always keep a bit of a "family" aspect to it... it generally works... i mean from .my part it does

1 year ago Report Abuse :Asker's Rating :Asker's Comment thnx man