...International Branding ---------Coca-cola and its story in China China is very attractive to the investors globally for it has 13 billons potential consumers and has quite strong consuming power in south-east part of China. As far as a brand does well in the market of China, they can earn numerous profits and will have a bright future development. Coca-cola is a US brand which is more than 100 years old. At first it only sells coca-cola ---- a kind of spackling drink that is brown in color and bitter-sweet in flavor. What interested me about Coca-cola when I thought about international branding is that it was the very first pioneers who came to China. It was hard time for foreign companies who sell products. Coca-cola also had very twist story at its first arrival in China. Trance back to the 1927, Shanghai, Coca-cola was firstly translated as “蝌蝌啃蜡” which means “Crickets eating the wax”. The name was strange and people thought it tasted and looked like Chinese cough syrup. The citizens were not as easy get used to foreign products as we do today, they would rather buy local drinks which were colorful and sweet. As a result it had quite poor selling records which made the managers worried. Finally they decided to post advertisements on the newspapers with an award of 350 pounds for anyone that comes with a good name for the products. A Chinese professor in UK won the 350 pounds in the end. Coca-cola was called “可口可乐” which means“tasty and happy”since then...
Words: 799 - Pages: 4
...MN 2305 100769268 Word count : 1819 Coca cola company(TCCC) mission statement Executive summary Swot analysis of TCCC Objectives STP strategies 4ps strategies Financial budgeting Coca Cola’s mission statement: -To refresh the world -To inspire moments of optimism and happiness -To create value and make a difference Executive summary . The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Since then the company has become the world’s leading manufacturer in the soft drink industry, offering more than 500 brands in over 200 countries. TCCC provides 1.7 billion servings every day ,78% of these being Coke branded products. Over the past decade carbonated drinks have been increasingly criticised for their high sugar content or the health risks of artificial sweeteners and their impact on obesity. As a result we observe that the market for carbonates is shrinking significantly. Health awareness linked to alimentation is expected to grow exponentially over the next decade and it is safe to assume that the target market in 2 years will be much larger than today. People will tend to act more responsibly and be more careful about the chemicals they put in their bodies. In an effort to capture health-conscious customers, Coca Cola recently launched a new mid calorie alternative containing naturally occurring sugar, The Coca-cola life. This new soda takes advantage of the stevia, a natural sweetener which is calorie...
Words: 2757 - Pages: 12
...Abenaa S. Ampratwum Professor Hunt Marketing W360 Case 2 [pic] Coca-Cola Launches New Advertising Campaign Advertising plays a role in consumer marketing by creating significant brand awareness. Generally, studies show that the more businesses spend on advertising and promotion as a percentage of sales, the higher their level of brand awareness. The Coca-Cola Company has had many advertising campaigns since its inception in 1886. These campaigns have captured facets of our daily lives. The campaigns have ranged from “Catch the Wave and “Red, white and you” in 1986, “Can't beat the feeling” in 1998, “Can't beat the real thing” in 1989 through to 1992, “Always. Coca-Cola” in 1993 and “Coca-Cola Enjoy” in 1999. In 2001, Coca-Cola launched its current campaign “Life Tastes Good” The competitive challenge for Coca-Cola is to keep its brand on a top of mind basis with consumers. According to Advertising Age, the top five brands in terms of advertising including Coca-Cola, spend $3 billion or more each year despite the fact that they are already among the world’s most recognized names. In the contemporary marketing environment, companies must determine the social/ psychological/ marketing propensities of their prospects and then allocate dollars to the various components of the marketing communications mix. Coca-Cola has a very detailed marketing strategy to align its brands with audiences of commercials. Coke first determines whether an idea...
Words: 791 - Pages: 4
...Story Telling and Marketing The Coca-Cola Company Author: Chetna Aggarwal Date: March 10, 2015 Supervisor: Prof. John H. O’Malley Table of Contents 1 What Is Story Telling? 3 2 Why Did I Select Coca-Cola? 3 3 Did The Story Added To My Awareness Of The Product? 4 4 Did I Connect With The Story? 4 5 Did It Cut Through The Clutter Of Competing Products? 4 6 In A Digital World, How Do You Get Your Message Through? 5 7 Bibliography 6 8 Declaration of Authenticity 9 * What Is Story Telling? Storytelling is the process of explaining real or fictional events through narrative (Storytelling, 2015). Complex ideas are depicted in an entertaining way or an emotional connection helps consumers remembering information (ibid.) by “building a picture of a company” (Bacon, 2013). It is said that people recall facts more easily when emotions are involved (Storytelling, 2015). Especially millennials, who have a shorter attention span and are exposed to an immense mass of information (2015), are more likely to remember an ad that is more interactive (Storytelling, 2015). Why Did I Select Coca-Cola? Coca-Cola is the soft drink giant par excellence – With a global market share of 25.9% in the soft drink market in 2011 (Statista website, 2015), the company has achieved what many companies dream of – Global brand recognition, meaning people can identify Coca-Cola without being directly exposed to the company’s name, but rather to its logo or colors (Brand Recognition, 2015)....
Words: 1602 - Pages: 7
...The World of CocaCola at Pemberton Place® celebrated its Grand Opening on May 24, 2007. It’s the only place where you can explore the fascinating story of CocaCola® – the world’s best-known beverage brand. The World of CocaCola is the home of the more than 125-year-old secret formula for CocaCola and features more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. Around every corner you’ll experience something new and inviting. You’ll see great interactive exhibits such as a thrilling, multi-sensory 4-D movie (3-D glasses with moving seats) and get an inside look at the bottling process. You can view more than 1,200 artifacts from around the world that, until now, have never been displayed to the public before. You can even give our 7-foot CocaCola Polar Bear a big hug! And of course, a World of Coca-Cola favorite—the tasting experience, will give you a refreshing opportunity to sample over 100 flavors from around the world. All this and much more make the World of CocaCola a unique and must-see Atlanta experience! A visit of the entire attraction is estimated to last an average of 2 hours. Check out a timeline featuring key milestones in the history of the World of CocaCola. 1990: The original World of CocaCola is established at Underground Atlanta as an attraction dedicated to the heritage of The CocaCola Company. 2000: By 2000, The CocaCola Company accumulates approximately 20 acres of land in downtown Atlanta...
Words: 1881 - Pages: 8
...DISCUSSION GUIDE COCA-COLA STORYBOARD TEST 1. Warm up and Introduction (10 min) Greeting respondents, “rules of the game”, recording, introduction of respondents • There are no good or bad answers, everything is possible • Discussion is video taped! Confidentiality! • Colleagues are taking notes! • Respondents Introduces him/herself! (Age, Main activity, Family, Hobbies) 2. CSD and Coca-Cola Consumption (5 min) • What kind of CSDs do you drink? Do you drink Coca-Cola? • When, how often and in what kind of situations do you drink Coca-Cola? • Which Coca-Cola advertisements can you recall? What kind of mood do they have? To whom are these ads addressed? • Can you recall any music of Coca-Cola advertisements? Likes/dislikes? Why? • What are the general characteristics of Coca-Cola? What does it provide you with? • Let’s make a list what Coca-Cola brings to you! MODERATOR PUTS ALL ATTRIBUTES MENTIONED ON FLIPCHART. PROBES FOR “very refreshing, energizes me, for people like me, favorite brand, great tasting, the best CSD, part of everyday life”. MARKS THOSE NOT RELEVANT TO BACKCHECK AFTERWARDS WITH STORYBOARDS. 3. Evaluation of storyboards (5x20 min) Executions are demonstrated on boards. Executions are rotated. Now I am going to show you several new advertising ideas for Coca-Cola. They are not ready TV spots but an approximate...
Words: 1316 - Pages: 6
...Qiaona Wan @03428256 EXP 102-004 Professor Jacob 10/08/2014 Coca-Cola v. Pepsi: Cola Changes the World When I eat at a restaurant which I have never been to, I always order Coke without knowing what the restaurant’s special is. And my friends who join me the meal do the same thing. Nowadays, cola is becoming an important even necessary part of our daily life. Even though we are informed that cola is relatively unhealthy, we still cannot resist the incomparable taste. Unlike other industries which consists of numerous manufacturers, in “cola industry”, Coca-Cola and Pepsi are prevailing. But do you know thoroughly about these two products even you think you do? Meanwhile, some customer still struggle in choosing one of them. So it is meaningful to compare such two successful products in several aspects, which turns out that they do have similarities and differences. Both Coca-Cola Company and PepsiCo Inc. are magnates in manufacturing beverages. According to their company names, it is clear that they became famous essentially for Coca-Cola and Pepsi. You may ask how these two incredible drinks were invented. Luckily, they hold distinct but similarly wild early stories of birth to tell. Coca-Cola came to the world with the help of one man called Colonel John Pemberton. Pemberton became seriously injured during the Civil War and consequently became addicted to morphine. However, abusing morphine was the...
Words: 2093 - Pages: 9
...Hanoi Foreign Trade University Faculty of English For Specific Purposes (((((((((((((( Report An Analysis of Marketing Strategies of “The Coca Cola Company” Lecturer: Phan Kim Thoa Vice Dean Of Faculty Of English For Specific Purposes Hanoi, 29th October, 2014 MEMBERS: Hoang Le Minh Ngoc Nguyen Minh An Hoang Thai Anh Vo Tran Hai Bang Nguyen Quang Thai Tran Viet Anh Content I. Marketing Concept 1. 4P of Marketing Mix 2. 4P & 4C of Marketing Mix 3. 7P of Marketing Mix II. Introduction about "Coca Cola Co., Ltd " III. Background IV. Marketing strategies 1. What is the business strategy? 2. Strategic objectives 3. Marketing strategies V. Effective of media and advertising 1. Global Advertising 2. Global Branding VI. Conclusion VII. References I. Marketing concept What is marketing ? "Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably." - The official academic definition from The Chartered Institute of Marketing (CIM). So we can...
Words: 4107 - Pages: 17
...Coca-Cola The most recognized brand name in the world got its start in an Atlanta pharmacy, where it sold for five cents a glass. The name Coca-Cola, registered as a trademark on January 31, 1893, was based on two of the drink’s ingredients: extracts from coca leaves and the cola nut. In its early days, when the drink contained a form of cocaine, a drug made from coca leave extracts, the Coca-Cola was marketed as an “Esteemed Brain Tonic and Intellectual Beverage.” The company’s first president, Asa Candler, was a savvy businessman who implemented numerous marketing strategies to increase consumption. At Candler’s behest, the company printed coupons offering complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, calendars, and scales bearing the Coca-Cola brand. The drink soon became a national phenomenon; by 1895, the company had established syrup plants in Chicago, Dallas, and Los Angeles. Coca-Cola expanded beyond the American borders in the early 1900s into numerous countries including Cuba, Puerto Rico, and France. In the 1920s, Coca-Cola pursued aggressive global branding, finding creative placements for its logo such as on dogsleds in Canada and on the walls of bullfighting arenas in Spain. During World War II, the U.S. Army shipped bottles of the beverage and bottling plants abroad to supply American soldiers in Europe and Asia. Its popularity throughout the world was fueled by colorful and persuasive advertising...
Words: 759 - Pages: 4
...22, 2014 VISHAL KUMAR | PGDM | February 22, 2014 COCA COLA AN INTEGRATED MARKETING COMMUNICATION PROJECT COCA COLA AN INTEGRATED MARKETING COMMUNICATION PROJECT CONTENTS: 1. INTRODUCTION ………………………………………………………………….2 2. HISTORY …………………………………………………………………………..3 3. COCA COLA IN INDIA……………………………………………………………7 4. MARKETING STRATEGY………………………………………………………..12 4. THE ADVERTISING CAMPAIGN………………………………………………..13 6. SERGIO ZYMAN…………………………………………………………………..17 7. COCA COLA’S RENOWNED ADS……………………………………...………..21 8. BOLLYWOOD ACTORS IN ADS…...…………………………………………….27 9. THANDA MATLAB COCA COLA………………………………………………..28 10. COKE’S AD AGENCIES IN INDIA………………………………………………29 11. THE STORY BEHIND ITS SMALL WORLD MACHINES AD…………………30 12. CONCLUSION……………………………………………………………………..32 13. BIBLIOGRAPHY…………………………………………………………………..33 “I don’t care about making award-winning commercial. The only thing …that any marketing person should care about is real consumption.”-Sergio Zyman, The end of marketing as we know it,1999 INTRODUCTION: Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose...
Words: 7568 - Pages: 31
...Marketing Plan: Coca-Cola in 2015 Matt Curd Matt Curd Page 1 Marketing Plan Purpose: In brief the purpose is to market a new innovative beverage packaging for Coca-Cola. The packaging has been designed around the brief ‘consider the creation of a new concept form of beverage packaging container for 2015.’ The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Coca-Cola's headquarters are in Atlanta, Georgia, in America. It is best known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Today, Coca-Cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. The company owns the majority of the soft drinks available in coolers and in vending machines in the western world. Some of these brands include, Coca-Cola and sub brands1, Dr Pepper, Fanta, Sprite, Oasis and PowerAde. A full list of Coca-Colas affiliated brands can be found on their corporate website2. The 2005 Annual Report states the company sells beverage products in more than 312 countries or territories.3 The international presence of Coca-Cola is phenomenal and its logo, advertising and colours are among the most recognized in the world. Mission: Taken from thecoca-colacompany.com Everything we do is inspired by our enduring mission: • • • To Refresh the World... in body, mind, and spirit. To Inspire Moments of...
Words: 3939 - Pages: 16
...Marketing Plan: Coca-Cola in 2015 Matt Curd Matt Curd Page 1 Marketing Plan Purpose: In brief the purpose is to market a new innovative beverage packaging for Coca-Cola. The packaging has been designed around the brief ‘consider the creation of a new concept form of beverage packaging container for 2015.’ The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of nonalcoholic beverage concentrates and syrups in the world. Coca-Cola's headquarters are in Atlanta, Georgia, in America. It is best known for its flagship product, Coca-Cola, and is one of the largest corporations in the United States. Today, Coca-Cola is an internationally recognized soft drinks company with ambitious plans to further grow the brand. The company owns the majority of the soft drinks available in coolers and in vending machines in the western world. Some of these brands include, Coca-Cola and sub brands1, Dr Pepper, Fanta, Sprite, Oasis and PowerAde. A full list of Coca-Colas affiliated brands can be found on their corporate website2. The 2005 Annual Report states the company sells beverage products in more than 312 countries or territories.3 The international presence of Coca-Cola is phenomenal and its logo, advertising and colours are among the most recognized in the world. Mission: Taken from thecoca-colacompany.com Everything we do is inspired by our enduring mission: • • • To Refresh the World... in body, mind, and spirit. To Inspire...
Words: 3901 - Pages: 16
...perceived quality, strong brand associations, patents and trademarks and The Wall Street Journal (2010:1) ranked the top five brands as Coca cola, IBM, Microsoft, Google and General Electric. Coca cola Bilaras (2012:1) maintains that Coca cola built its brand equity by adapting a global marketing strategy, which considered the whole world as a single market. The reason behind this global focus was that they viewed their product as one that can be used by everyone irrespective of age and gender. To achieve this, Coca cola created an efficient and extensive distribution system throughout the world. According to the company’s 2010 review, it managed to build its brand equity by establishing a close relationship with its bottling partners who work closely with customers to execute localized strategies developed in partnership with them. Through effective collaboration, they are able to sell Coca cola products to consumers at a rate of 1.7 billion servings a day. Coca cola’s brand equity growth is also attributed to its expanded brand variety of products like diet coke, sprite, Fanta, Minute Maid and others to appeal to a wider demographic, asserts Bilaras (2012:1). This resulted in consumers viewing coke as a part of life, leading to a high degree of brand loyalty, and growth. Growth in brand equity was also realised through advertising and sponsorships, especially of the Fifa World Cup, with the 2010 event being watched by 3.2 billion people, according to FIFA (2011). This...
Words: 1707 - Pages: 7
...The coca Cola story Introduction The topic, I want to talk today deals with this fabulous drink: “The coca cola”. Do you know how old coca cola is? More than a hundred years! And since, this drink has become famous all over the world. Indeed, tasted by a lot of people, Coke spilt and installed in each house. The advertisement very present contributed to its considerable success. To tell you the coca cola story, we will talk about its invention at first, then its evolution and to finish consequences of its success. I) Invention du coca. It was invented in 1886 (eighteen eighty six) by a pharmacist called John Pemberton, who lived in Atlanta in the South of the USA. The reason why it’s called “coca cola” is that it’s made with “coca” leaves and “cola” nuts. Pemberton liked testing medical formulas and one afternoon he was searching a remedy for headaches, he created a perfumed liquid, its colour was caramel and he shed it in a three-legged container. The mixture was mixed to the sparkling water and tasted by customers of his pharmacy that all, to the unanimity, found it very special, unique and new. Pemberton tried to make his customers buy it as a medicine. He told them it was a remedy for headaches. However he didn’t manage to make them believe him. He didn’t succeed in selling Coke. His customers must thought he was a quack. Indeed, unfortunately, Pemberton was more an inventor that a business man. He didn’t doubt that he invented one of the greatest...
Words: 906 - Pages: 4
...The Coca-Cola Company; and specifically the advertising and promotion of the Coke brand. Table of Contents Overview & Background…………………………………………………………...3 Product Information ………………………………………………...….…………...4 Competitive Review ………………………………………….……………...……...5 Audience Analysis…………………………………………………………………5 Promotional and Media Vehicles Used……………………………………………6 Conclusion ………………………………………………………………….…..…. 7 References…………………………………………………………………………8 Appendix …………………………………………………….………..…………….9 The Coca-Cola Company® originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Founded over 125 years ago, the company has evolved from one product, Coca-Cola to more than 500 brands in 2011. They’ve grown from selling a modest 9 drinks a day in 1886 to 1.8 billion a day. The most recognizable world-wide brand has expanded from one city in one country to availability in more than 200 countries around the world. Coca-Cola is one of the world famous and largest brands in beverages industry. Coke is a multinational company and it has its market around the entire world. The company was established Doctor John Pemberton who was a pharmacist in 1886 in Atlanta, Georgia USA. The brand has since become household drink in over 200 countries across the globe. Carbonate drinks are the single largest component...
Words: 1475 - Pages: 6
