Marketing Strategy Of Coca Cola Essays

Marketing Strategy Of Coca Cola Essays

Length: 1059 words (3 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Coca-Cola had emerged from a period of turmoil in 2005, sales were falling and there was limited synergy across international marketing efforts for the brand, which lead to inefficient usage of their resources and media budget. To correct this, a new leadership team was instilled with a renewed focus on strategized global marketing efforts and content creation. Specifically, a new team would be created out of the corporate headquarters in Atlanta to create synergy between the global and local positioning of the Coke brand by creating and locating content marketing campaigns that had potential global appeal.
Jonathan Mildenhall, VP of Global Advertising was part of this new team, and in 2013 he was presented with four different options of international marketing campaigns that could be recommended for implementation to the US business team.
2 Situation & Background Analysis
Coca-Cola is one of the world’s most recognizable and powerful brands. With over 130 years since its invention, it was one of the first brands to expand globally and has some of the most iconic and memorable advertising ever made. The Coca-Cola brand is so globally recognized and known that experts say it’s the “one word understood in almost every language”. Over the years Coke has strived to remain culturally relevant within its advertising campaigns by consistently engaging younger demographics, as it did with its “Hilltop” campaign which targeted the 1970’s youth movement of love and hope. Coke has continued to target young demographics across the world, and currently has many campaigns targeted to Millenials in an effort to build brand preference with the next generation of consumers.
While the recognizable brand name assists in selling within domestic a...


... middle of paper ...


...ll will likely need to make updates to the campaign execution and outline so that it is relevant in the new country. The differences between the economic, demographic, cultural, and political environments of the original country compared to the US will impact how drastically the campaign will need to be updated in order to resonate with the new consumers. With some of the campaigns originating in Latin America, obvious changes like language will need to be updated before the campaigns can run in the US, but there are also less obvious cultural understandings that might not translate from one country to another.
Finally, the campaign chosen must also achieve Coke’s outlined objectives and goals for the campaign, which include:
• Gain awareness amongst consumers and the media
• Provoke conversations in popular culture
• Engage consumers in new media
• Increase sales

Need Writing Help?

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

Check your paper »

Essay on Marketing Strategy Of Coca Cola

- When you’re in Full Throttle, Grab a Coke and Keep Going. Coca-Cola is known for their advertisements, clever marketing, and for their many beverages. Coca-Cola uses a strategy of showcasing their product surrounded by exciting activities that will appeal to the audience. The two advertisements I have chosen to analyze are advertisements that Coca-Cola strives to display. One advertisement features a female in a bikini holding a chilled bottle of coke and expressing happiness through her beautiful smile to everyone....   [tags: Coca-Cola, Caffeine, Female, Lawn mower]

Better Essays
1119 words (3.2 pages)

Marketing Strategy Of Coca Cola Essay

- The marketing concept explores the idea that the best way for companies to make long-term profit is to provide value to a defined group of consumers better than their competitors do (Baker, 2001). Using observations of their marketing decisions and activities, this essay will identify and evaluate how the company Coca Cola Limited has applied the marketing concept to their product, Coke. Whilst Coca Cola Limited uses many marketing strategies, this essay will specifically reference the products from the “Share a Coke” campaign....   [tags: Marketing, Market segmentation, Coca-Cola]

Better Essays
1224 words (3.5 pages)

Marketing Strategy Of Coca Cola Essays

- Coca-Cola had emerged from a period of turmoil in 2005, sales were falling and there was limited synergy across international marketing efforts for the brand, which lead to inefficient usage of their resources and media budget. To correct this, a new leadership team was instilled with a renewed focus on strategized global marketing efforts and content creation. Specifically, a new team would be created out of the corporate headquarters in Atlanta to create synergy between the global and local positioning of the Coke brand by creating and locating content marketing campaigns that had potential global appeal....   [tags: Advertising, Coca-Cola, Carbonation, Marketing]

Better Essays
1059 words (3 pages)

Essay about Marketing Strategy Of Coca Cola Company

- Business strategy is about having perspective and time. Following the case study, the coca cola company has been noted to be among those with successful business strategies in the world market. Also, it is a large corporation with over 70,000 employees. It has established its brand in over 200 countries including Japan. Out of the 70,000 employees, 59,000 are spread out in the 200 nations across the globe. The case study provides the history of coca cola Company regarding strategies it has employed in the past and the rate of their success....   [tags: Coca-Cola, The Coca-Cola Company, Thums Up]

Better Essays
948 words (2.7 pages)

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]

Better Essays
744 words (2.1 pages)

Marketing Strategy Of Coca Cola Essay

- Share a Coke Campaign When speaking about soft drinks coca cola is one of the top brands to pop in people’s minds. Why is that. Coca cola has monopolized the soft drinks beverage world and it’s the top leading soft drinks company in the world. They have implemented many strategies and tactics in order to accomplish their success. Strategically planning their campaigns coca cola also utilized a couple of media theories such as social influence and demographics in order to convey a successful campaign to their consumers....   [tags: Coca-Cola, Soft drink, Caffeine]

Better Essays
1358 words (3.9 pages)

The Marketing Strategy Of Coca Cola Company Essay

- Lesson # Case Studies Star Student International American University Incredible Instructor Month Date, Year COKE IT IS. Coca-Cola Company started way back with a unique, market- tested formula at first was to develop a version of the coca wines (basically cola with alcohol and cocaine) became popular at that time but beverage manufacturers forced to produce a non- alcoholic beverage. It is the world 's biggest drinks company nowadays. A carbonated soft drinks as well as a substantial chunk of the somewhat larger, non-carbonated segment....   [tags: Coca-Cola, Soft drink, The Coca-Cola Company]

Better Essays
1147 words (3.3 pages)

Coca Cola 's Marketing Strategy Essay

- Coca-Cola’s goal was to propel Coke to be the number one beverage in the market. In addition, the company looked towards diversifying their portfolio of offerings by introducing other lines of soft drinks. As competitors such as Pepsi infiltrated the market, Coca- Cola lost sight of their company’s objectives. Executives became immersed in other issues such as government allegations, syrup prices, ownership of company franchises and ignored the principle issues such as the marketing and sale of their product....   [tags: Coca-Cola, Cola, New Coke, Pepsi]

Better Essays
882 words (2.5 pages)

Coca Cola: Marketing Strategy Essay

- Coca Cola is a soft drink that was invented in 1886. In 1916, the Coca Cola Company began manufacturing of its most famous bottle. In 1928, the company’s president led an expansion plan of Coke overseas when he introduced the soft drink to the Olympic games. In the 1960s, the company expanded with the introduction of new flavors, while in the 1980s, Coca Cola focused on innovation and change. As the company’s presence grew globally, Coca Cola found a home in countries around the world. South Africa not only is Africa’s biggest economy, coke is South Africa’s most admired brand name....   [tags: business analysis, soft drink industries]

Free Essays
562 words (1.6 pages)

Standardization Of The Standardization Approach Essay

- The Standardization Approach Standardization is the technique of using a similar marketing strategy in multiple countries. Basically in this approach a company has a certain plan that they believe works worldwide so they use it in every market regardless of the country. A huge benefit of this approach is that it is extremely efficient to set up. Since companies already have a set plan they do not waste any time making changes and tailoring their strategy to fit the desires of a certain culture. Another big plus for this approach is familiarity to a product or brand that it provides....   [tags: Marketing, Marketing strategy, Coca-Cola]

Better Essays
2074 words (5.9 pages)