Coca Cola Marketing Report Essay

Coca Cola Marketing Report Essay

Length: 1369 words (3.9 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

Coca Cola's mission statement is broad and impressive, including, "To refresh the world", "To inspire moments of optimism", and "To create value and make a difference". These goals are a big part of the company's marketing campaign, which includes memorable slogans like “I’d like to buy the world a Coke”, “Have a Coke and a Smile”, and the most recent “Open Happiness”. All of these campaigns express a broad theme in order to connect with people from all cultures and backgrounds. Coca Cola has always had a diverse marketing strategy that includes TV commercials, live events, and most recently internet advertising.

In early days, Coca Cola's marketing was primarily through print and radio. May 29, 1886, the first print advertisement for Coca-Cola appeared in The Atlanta Journal. In 1901 the model Hilda Clark was hired as the first official Coca Cola spokes person. She was featured in a calendar sitting at a table drinking a glass of Coca Cola. By the year 1917 " " became the world's most recognized trademark. The Coca-Cola Company sponsored its first radio program 1927, "Vivian, The Coca-Cola Girl." In 1939 a painting by Haddon Sundblom, featured Santa Clause merrily drinking a Coca Cola. This painting sparked plethora of successful advertisements featuring a holiday theme. As time passed radio marketing slowly transitioned into television marketing.

1950 was the year Coca Cola first aired on TV. It was labeled as an experiment, not as a replacement for its successful radio campaign. The idea was initiated with the sponsoring of a Thanksgiving Day special featuring Edgar Bergen and Charlie McCarthy in 1950. The experiment was promptly followed by sponsoring the premiere of Walt Disney's, One Hour in Wonderland, Christmas Da...


... middle of paper ...


... for company growth. Coca Cola encodes their advertisements in a way that conveys positivity across the world. In actuality, fact that 94% of the word recognizes the " " trademark is possibly their greatest testimonial of success.





Works Cited

Americana Persona. (2008, April 28). Coca Cola Advertising Through The Years. World Press, Retrieved from http://americanapersona.wordpress.com/2008/04/18/coca-cola-advertising-through-the-years

Mazzarella, William. “Very Bombay”: Contending with the Global in an Indian Advertising Agency. Cultural Anthropology, 18: 33–71. Web.

The Library of Congress, (2000). Highlights in the history of coca-cola television advertisingRetrieved from http://memory.loc.gov/ammem/ccmphtml/colahist.html

Tsai , C. (2010). The real thing: bottled happiness? Retrieved from http://www.jhu.edu/anthmedia/Projects/coke/Coke/index.htm

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Marketing Strategy Of Kfc And Coca Cola Essay

- Brand Revitalization The Brand Revitalization is the marketing strategy adopted when the product come the development stage of product life cycle, and profits have fall drastically. By the way, at present, there are many brands in the world. Each brand must be driven its product to attention of consumer and sales improved. Moreover, it has an own marketing strategy in producing a great creativity and innovating new products to the own brand and satisfaction in the consumer 's mind. The main objective of this report studies a comparison of marketing strategy between KFC and Coca-Cola....   [tags: Marketing, Coca-Cola, Brand, Advertising]

Strong Essays
744 words (2.1 pages)

Coca Cola Marketing Essay

- A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Products and services have become so alike that they fail to distinguish themselves by their quality, efficacy, reliability assurance and care. Brands add emotion and trust to these products and services, thus providing clues that simplify consumers' choice. These added emotions and trust help create a relationship between brands and consumers, which ensures consumer loyalty to the brands....   [tags: Coca-Cola, Marketing, The Coca-Cola Company]

Strong Essays
1485 words (4.2 pages)

Coca Cola And Pepsi Cola Essay example

- The two companies in the same industry used for this assignment will be Coca-Cola and Pepsi-Cola. These companies are similar because they are in the beverage industry. They were both established in the 1800’s and to this day are expanding more and more. This report will examine the financial analysis of each company as well as different business aspects that they convey such as type of business ownership, how economics affects business, the role of the government in business, leadership styles, motivating employees and promotional and marketing strategies....   [tags: Coca-Cola, Cola, The Coca-Cola Company, Diet Coke]

Strong Essays
1567 words (4.5 pages)

Costs Of Production Of Coca Cola Essay

- Costs of Production Coca Cola faces many costs when producing their products. These cost are usually categorized into variable costs and fixed costs. Variable costs are costs that vary depending on production output. Some examples of variable costs that Coca Cola incurs include labor, raw materials, packaging, and transportation and deliver cost. Raw materials are a major variable cost for Coca Cola. When production increases more materials are need to product more product therefore the cost for raw materials increases....   [tags: Soft drink, Coca-Cola, The Coca-Cola Company]

Strong Essays
902 words (2.6 pages)

Swot Analysis : Coca Cola Essays

- Issue Identification The Coca-Cola Company is currently in a strong competitive position in comparison to its rival companies, dominating the carbonated soft drink market with a market share of 48.6 percent in 2015 according to Bloomberg. It is true that the firm’s annual report on Form 10-K shows a decrease of 4% in net operating revenues from 2014 to 2015 but the company still appears to be in a sound financial position with at 2% increase in volume of its beverage products, favorable product mixes in emerging markets, and a foreseeable increase in revenue from investments and recent acquisitions....   [tags: Soft drink, Marketing, Coca-Cola, Revenue]

Strong Essays
847 words (2.4 pages)

Supply Chain Development Of Coca Cola Essay

- revenue from the existing consumers by buying their products (Böhm, 2009). Supply Chain Development As we talked about earlier, Coca Cola is the biggest supply franchise in the world. Supply chain can boost the organization cost and operation. The business can have developments in these areas to improve their differentiation plan. Threats Raw Material Sourcing H2O is a raw material that is important in the making of Coca Cola products. The drawback of the business is the alleged use of pesticides or the large use of water....   [tags: Coca-Cola, The Coca-Cola Company, Thums Up]

Strong Essays
838 words (2.4 pages)

Coca Cola And Its Effects On Its Policies Essay

- The Coca-Cola Company article describes what occurred to Coca-Cola back in 1999, when due to a lack of effective diversity leadership, the world’s first producer of sparkling beverages lost the largest discrimination lawsuit in the United States history. In the lawsuit, the company was accused of systemically discriminating against black employees in promotions, evaluations, terminations, and pay. The case begun with four employees accusing the company, and then the suit became a major one by having approximately 2000 plaintiffs....   [tags: Discrimination, Coca-Cola, Racism]

Strong Essays
1292 words (3.7 pages)

Analysis of the Coca Cola Company Essay

- Analysis of the Coca Cola Company History "Coca-Cola enterprises Incorporated, employees 66,199 operates, 444 facilities, 47,235 vehicles, 1.9 million pieces of cold drink equipment and sold 3.8billion unit cases in 46 states in the united states, all 10 provinces of Canada and portions of Europe including Belgium, France, Great Britain, Luxembourg and the Netherlands" (Coca-Cola facts 99). An, Atlanta Pharmacist Dr. John Slyth Pemberton founded Coca-Cola on May 8, 1886. The carmel colored ingredients, Coca leaves and kola nuts....   [tags: Businesses Coca Cola Marketing Essays]

Strong Essays
4605 words (13.2 pages)

Coca Cola Essay

- The Coca-Cola company is one of the world’s leading soft drink maker, operating in more than 200 countries, selling more than 400 brands of non-alcoholic beverages including diet and light beverages, waters, juices and juice drinks, teas, coffees, sports and energy drinks. Coca-Cola is one of the most valuable brands in the world and is also recognized as one of the most successful brands globally. The success of this brand revolves around five main factors. 1. A unique and recognized brand 2. Quality 3. Marketing 4. Global presence 5. Innovation For these factors to be successful, Coca Cola builds strategy on both a global and local level....   [tags: Coca-Cola, Strategic management, Soft drink]

Strong Essays
1095 words (3.1 pages)

Coca-Cola Essay

- Coca-Cola Company Analysis The Coca-Cola company was founded in 1886 by John Pemberton, a Civil War veteran and Atlanta pharmacist. He was inspired by his curiosity as he stirred up a fragrant, caramel-colored liquid that he brought down to a place called Jacobs’ Pharmacy. There he added carbonated water and let several customers sample the new concoction. Jacobs’ Pharmacy put it on sale for five cents a glass and named it Coca-Cola. This “inspired curiosity” has now grown to be the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups....   [tags: essays research papers]

Free Essays
1545 words (4.4 pages)