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the role of celebrity endorsers in advertising
strategic marketing plan
strategic marketing plan
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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. Founded in 1886 Coca cola has been a strong company leading the charts in sales and ad campaigns. After conducting some research coca cola realizes that a vast amount of people have yet to try their product. In 2012 the company Coca Cola gave the public the power to interact and change the labels on their coke products in order for them to share as a gift. This type of power to the consumer made it possible for family and friends to interact with each other and the brand. Basically, the campaign was powered driven by the people. The social media community would fuel the campaign with pictures and videos sharing a special labeled coke with their loved ones online. They also utilize an emotional connection phase to connect with the people in an emotional way. Coca Cola let people shared their personal stories about them giving coke labels to their loved ones as a gift and their reaction to the act of kindness. The public went crazy hearing the great stories and consumers were hooked to share their stories as well. The campaign audience engagement was beneficial because it made people feel special about having something important to them in spread in a major product worldwide. By giving consumers a creative way to be heard though a label and stories Coca Cola was able to engage new customers to the brand. A great business move to build a relationship with its consumers and emerging customers. Coca Cola was trying to also convey a positive relationship with the people, letting them know that it’s their priority to satisfy the customer at the end of the Social influence has always been a major role when it comes to advertising with big companies. With that being said coca cola reached out to celebrities in order for them to endorse their products. By using social influence coca cola was able to endorse celebrities that have powerful influence on young consumers. For example, Selena Gomez endorsed the product on her social Instagram account. The upload analytics were superior with many impressions and views. The post was reposted and liked by millions of users. Selena Gomez endorsing the product was targeted at the young teen consumers who follow her in social media. Another theory Coca Cola used to their advantage was demographics. The company created a research plan to develop their target audience and consumer data. When using demographics as a strategy, the company develops full in-depth research about a regions or areas race, gender, age and other characteristics in order to convey their campaign at an effective level. Coca Cola started their campaign in Australia after realizing that many people in that area had never tried the products or interacted with the brand. They also studied the female and male population to see what gender consumer dominated their sales. After primary and secondary research they were able to launch their campaign targeting young adults and effectively spreading their campaign
Coca- Cola has always been popular with America and in the 1950s; it became the main soda to drink during the 1950s and also the golden age for the product. One glass of Coca- Cola was only five cents. The soda was a symbol of social status. If you wanted to be refreshed and satisfied, then you have to drink Coca- Cola. Celebrities, actors, athletes, workers, kids and even Santa Claus had to have Coca- Cola in their hand. With the boom of television in households, Coca-Cola became more popular because of the advertisements contain relaxing and being comfortable with the soda in their hand. It became so appealing that Time’s Magazine stated that, “It is simpler, sharper evidence than the Marshall Plan, or a voice ...
The history of Coca Cola began in 1886 and it was founded by Atlanta pharmacist, Dr. John S. Pemberton the curiosity led him to create a distinctive tasting soft drink that could be sold at soda fountains. The first servings of Coca – Cola were sold for 5 cents for a glass. During the first year, sales were a meek nine portions per day in Atlanta. Today, daily servings of Coca Cola beverages are estimated at 1.9 billion globally. In 1886 he sold to Atlanta businessman, Asa G. Candler. Under the leadership of Mr. Candler’s the distribution of Coca – Cola expanded to soda fountains. In 1894, overwhelmed by the growing demand for Coca Cola and the desire to make the drink movable, Joseph Biedenharn fixed bottling machinery in the rear of his Mississippi beverage fountain, becoming the first to place Coca Cola in bottles. Considered an innovative tactic back in 1887, it was followed by newspaper publicity and the distribution of promotional items bearing the Coca Cola script to participating pharmacies. One of the most famous advertising slogans in Coca Cola history “The Pause That Refreshes” first appeared in the Saturday Evening Post in 1929. In 2009, the “Open Happiness” campaign was unveiled globally. The central message of “Open Happiness” is an invitation to billions around the world to recess, revive with a Coca Cola, and continue to enjoy one of life’s simple pleasures.
Founded in 1886 in Atlanta, Coca-Cola has been serving its world-known beverage for around 125 years. There have been various
This is all thanks to the company's ability to stay competitive in the world marketing competitive environment. "The competitive environment, also known as the market structure, is the dynamic system in which your business competes. The state of the system as a whole limits the flexibility of your business."-Stan Mack(CHRON) The ability to stay flexible in todays market has enabled company to create revenue through adapting to changing views of the consumers. Although the first thought when hearing the Coca Cola name is still soda, the trend of non-carbonated and sugary drinks is the most revenue producing products of the company today. Don't get it wrong, the company still has 4 name brand sodas that bring in over $1 billion apiece in revenue annually, but the most substantial revenue is the companies investment in non-carbonated and sugar-based drinks. Products such as Smart Water, Vitamin Water, and Fairlife Superkids(milk) are among the nearly 400 products produced by the company that are not soda-related.(Fortune) So even with soda sales at the 30-year low, The Coca Cola Company continues to adapt to the ever-changing competitive market environment and sustain its household name and
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
Drinks of Coca Cola targets different ethnic groups, age groups, lifestyles, Saxes etc. The most popular soft drink of Coca Cola is being sold in many countries in all over the world. Due to the Coke taste and its demand coke produce healthier products such as Diet Coca Cola, Coke Zero etc.
Since its creation, the Coca-Cola Company has made a difference in refreshing the world’s mind, body, and spirit through the essence of its product. Coca-Cola has aimed to inspire the moments of optimism and happiness through its brand and actions to create value and a difference throughout the world. It has declared its overall mission and goal to understand the trends and forces that shape its business and to look forward into the future. Coca-Cola has created a new commercial advertisement that captures the unique relationship between brothers which creates a universal story of love and conflict. However for advertisers, it is key to understand the product or service and how its attention of potential is influencing current consumers.
Coca-Cola is a company with sustainable competitive advantage. The company is innovative and has an extensive business model with boasts of a sustainable distribution network. The company was incorporated in the late 1800s to commence the production of a sweet fizzy beverage that has become the world's most known brand. Presently, the company is still on an upward trajectory as it remains one of the world's most sought-after stocks. The company's competitive advantage has shown resilience and sustainability over the years.
... it’s a buyer’s market, therefore instead on focus on push advertising and trying to compile prospective customers to buy their product, Pepsi is trying to make Pepsi a part of the consumers life so, whether consciously or unconsciously, if a customer goes out to buy soda the first thing that comes to his/her mind, is Pepsi. I find this especially intriguing, because as an aspiring entrepreneur I hope to one day market my products with the same if not better technics as Pepsi.
By successfully introducing Diet Coke the Coca Cola company extended its parent product i.e. Coca Cola through secondary brand association. The parent product Coca Cola was familiar with the consumers and they were really interested in something new that was offered by the company which was an extended version of the existing product. The most beneficial aspect of this extension was the company was promoting its new product along with its existing product with minimal additional expenses on the marketing campaigns. The company already had a vast distribution network which made easier for the company to reach maximum number of consumers across the globe (Pendergrast
It is said that Coca-Cola Australia had originally called the campaign, “Project Connect” and it was also to get people to start talking about Coke again and having people consume the product. During the first summer that Share a Coke started, more than two hundred and fifty million bottles were sold due to the publicity that campaign was receiving in Australia alone. Statistics from that summer say that ninety six percent of social media posts were positive and that only the remaining four percent were negative. (www.coca-cola.com) In the advertisement, it is clear that the names on the label can bring people together at unexpected costs. It gives people a sense of hope that not every communication is on a handheld device but that it is face to face also. As it shows in this advertisement, the Share a Coke campaign has brought friends, family and even strangers at the pool
Weaknesses – Coca-Cola is a very successful company with an impeccable social media following. Word of mouth is probably a strength, but only when feedback from consumers is positive, but there are people who are against Coca-Cola and their products. Even though Coca-Cola produces over 200 brand products, Coca-Cola lacks the social media popularity of other brands that they produce (Moth, 2013). Many drinks that they produce are extremely popular such as Coke or Sprite, but there are a lot of Coca-Cola products that are unknown, unseen, and unavailable for
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
According to "History: The Coca-Cola Company" (2014), “The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Com...
"Coke" is the second most recognized word throughout the whole world right after the word “Ok”. Take a moment and realize what this means. Almost everyone in the whole world knows what a Coke is and relate it to the Coca-Cola Company. The Coca-cola Company was founded in 1886. This is the same year the Coca-Cola soda was invented. I've seen people drinking this soda all my life and throughout my own life I have taken up this action as well. Coca-Cola has become very popular over the decades and has even stayed very well known the whole time. Why is that? Maybe it is because of their advertisements. This Coca-Cola advertisement expresses happiness with a Coke to persuade and even manipulate its audience with natural and pure imagery, includes