Marketing Strategy Of Coca Cola Essay

Marketing Strategy Of Coca Cola Essay

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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.

After facing a decline in sales over the past decade, Coca Cola Limited created a marketing campaign called “Share a Coke”. The “Share a Coke” campaign began in 2011 when advertising company Ogilvy & Mather and Australian Coke executives were looking to make people aware of Coke again as well as to increase consumption of the product (Bignell, 2015). The campaign initially used 150 personalised labels on Coke bottles and cans to connect with over 23 million people all over Australia (Moye, 2015). By taking advantage of the advances in social media, Coca Cola Limited encouraged the nation to “share a coke” with their fellow Australians. The success of the campaign grew exponentially, selling over 1 million customisable cans across Australia. The downward trend was suddenly reversed. Coke consumption increased by 7%, and the campaign spread to 80 different countries, making it one of the most successful marketing campaigns ever produced (Grimes, 2015).

The shift from traditional to digital media created a need for Integrated Marketing Communications (IMC) within Coke’s marketing strategy (Faulds & Marigold, 2009). Integrated Marketing Communications are the planning processes that are designed to assure th...


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...ar Coke and through vigorous promotion via social media and television ads, Australia was enamoured with their unique Coke bottles. With one campaign, Coca Cola limited managed to different themselves from their competing brands whilst increasing the value that their customers felt.
Coca Cola Limited is a brand that continues to be creative and innovative within the market. With their campaign, “Share a Coke”, they took advantage of a niche market, using social media to reach their consumers and gain a better understanding of their needs. With proper segmentation of their market and developing their marketing mix, they created the first increase in Coke sales in 10 years. Coca Cola Limited adhered closely to the marketing concept by providing value to their group of consumers better than that of their competitors, making them the top competitor in the soda industry.

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