Refreshing Excellence

Refreshing Excellence

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There is a man running on a desert road. While running, a little green bug representing his thirst starts reminding him that he is thirsty and tired, and that there is nothing around there that can relieve him from that. But some steps ahead the man finds a Coca-Cola dispenser, where he takes one out, quenches his thirst, and the little “thirst bug” evaporates. This is one of many commercials presented by the Coca-Cola Company in order to convince the public of how good and refreshing this drink is. Thru years and years of being in the market, this company has demonstrated why this drink is a symbol of excellence. They have survived many rumors, competence, and struggles, and even then they keep the prestige of one of the most recognized beverages around the world, crediting in a big part their history, logo, advertising and marketing.
Coca-Cola is a very special company with plenty of history. Founded in 1886 in Atlanta, Coca-Cola Company is one of the world’s leading manufacturer, marketer and distributor of nonalcoholic beverage concentrates and syrups, used to produce more than 230 beverage brands. It is also the world’s most inclusive brand and company. It has already ventured regionally out of Atlanta to other states of United States since the late 19th century and its signature contour bottle was first manufactured in the early 20th century to distinguish them. Though the company grew rapidly and roared into some European countries during the 1900s, its presence worldwide grew swiftly only after World War II.
Year after year, the company has been discovering new foreign markets to bring higher profits as to fulfill its ultimate goal to provide consistently attractive profits to the owners of the company and to enlarge its customer base in order to achieve a better economy. Due to strong competition with Pepsi, Coca-Cola wants to reduce its dependence on United States, which is their similar domestic market, to increase its global market share by going international. Presently, the company has already reached six billion consumers in nearly two hundred countries.
Another very important part of the Coca-Cola Company marketing is what really represents them: their exclusive logo. The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. First of all, something that really catches the attention is the bright red color that fills the logo.

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The color red has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. It’s also used as an accent color to stimulate people to make quick decisions, so we can say that the insertion of such color in the making of this logo was something very important that proved to be crucial in their advertising. Red also refers to power, and having it all over the logo suggests that Coca-Cola reigns over all other drinks. Next is the logo’s exclusive font, also created by Frank Mason. The typeface used, known as Spenserian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. The color used in this font is white, which jumps from the logo because the contrast with the red background, giving the people a way to distinguish the logo even from a long distance. There are also some rumors that, if seemed upwards in this kind of script, the word –Cola looks like a man wearing glasses and smoking.
A final but equally important part in the logo is the bottle. The famous Coca-Cola bottle, called the "contour bottle" within the company, was created in 1915 by bottle designer, Earl R. Dean. But the bottle that is actually in the logo it wasn’t always in that shape. In the battle for Coca-Cola to become unique and to difference themselves from other beverages, this bottle went thru many evolutions. In 1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new bottle for the beverage that would distinguish it from other beverage bottles. Their marketing strategy was to create a cool, new shape for their bottle, that people would be able to difference even if broken. From that time the new bottle emerged, giving us this contour shape that has jump from the original glass material to plastic and aluminum. Since their origins, the Coca-Cola Company has proven that is important to have a very unique and effective logo to reach the market around the world.
Coca-Cola also has very impressive advertising strategies. Their advertising has had a significant impact on American culture, and is frequently credited with the "invention" of the modern image of Santa Claus as an old man in red-and-white garments, who of course is drinking Coca-Cola in the ads. They have also many advertisements showing polar bears playing and sliding on the snow, wanting to project that this is a very refreshing, ice-cold beverage that can satisfy anyone’s thirst. Coca-Cola, as well as many other companies, is very good using testimonial propaganda. Many of the early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers of the day. For example, Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed three commercials for the company and in 1994 Coca-Cola issued special Selena coke bottles to commemorate her 5 years with the company.
Something else that usually brings very good results in advertising is battles between companies, in this case, Coca-Cola and Pepsi. They have run ads to combat each other, provoking incidents sometimes referred to as cola wars, and this have the same effect of a regular fight: attention, and at the end of such battles, the winner gets the “prize”: more consumers. Finally, Coca-Cola has gone through a number of different advertising slogans in its long history, including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it," and they will keep advertising in this and many other ways, with their biggest purpose being to stay on the top.
Finally, a reason this company keeps expanding around the world because their marketing. Like it is mentioned early in this essay, Coca-Cola have want it to reduce its dependence on United States due to strong competition with Pepsi, so they have concentrated the majority of their marketing efforts internationally, being very successful. Aggressive advertising, branding and market segmentation have played an important part in the success. It has portrayed itself as a fun, playfulness, freedom lifestyle. The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world went to a hilltop in Italy to sing “I’ll like to buy the world a Coke.” Other than beverages and special syrups, Coca-Cola also directly exports its merchandise to overseas distributors and companies, licensing bottlers around the world and supplying them with the syrup needed to make the product. In another part, foreign environment factors have influenced the Coca-Cola’s strategies in international marketing. Culture has a tremendous effect on people’s preferences and perception, and language is one of the aspects of culture that marketers must take care of, in term of translating product name, slogans and promotional messages so as not to convey the wrong meaning.
Coca-Cola did not look much into this aspect when entering into the markets of countries like China and Taiwan, but it hit them when they found out that the literal translation of Coca-Cola in Chinese characters meant “bite the wax tadpole.” In their efforts to dominate the international market, Coca-Cola has made plenty of progress; but the success won’t stop them, for their ultimate goal is that everyone around the world can identify and like a Coca-Cola.
As Coca-Cola has expanded over the decades or even nearly a century, the company has benefited from the various cultural insights and perspectives of the societies in which business is done. Not everything has been good for them. For example, the Islamic government didn’t let the company go into their territory because Coca-Cola had distributors in Israel. But even in this kind of situations, their history, logo, advertising and marketing have stood up for them in a remarkable way. To this day, the estimated brand equity of Coca-Cola is $84billion, market share of more than 50 percent in beverage industry globally, and about 70 percent of its income comes from countries outside United States. Every 10 seconds, 126,000 people around the world choose to drink one of The Coca-Cola Company brands, and it is the company’s mission to make that choice exciting and satisfying… every single time.
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