...(Journey Staff, n.d.) the Coca-Cola Company is an American based multinational beverage corporation that operates all over the world. It is a “corporation, manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups, including the famous Coca-cola drink and many other beverages” (Soft Drink Mission Statements, 2015). It features “brands like Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia, Dasani, Fuze tea and Del Valle.” (The Coca-Cola Company, 2015). According to its website, it is “the number one provider of sparkling beverages, readyto- drink coffees, juices,...
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...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). Furthermore, the Coca-Cola...
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...BRAND AUDIT REPORT 2012 Brand Managemenet Brand Managemenet Submitted To: Sir Goher Raza Submitted by:Sagar Paryani and Sarah khan Chandio Dated: 15-12-2012 By BBA-7 TABLE OF CONTENTS PAGE # TABLE OF CONTENTS.................................................................................................... 2 CHAPTER 1 BRAND INVENTORY 1.1 INTRODUCTION ........................................................................................................... ...3 1.2 BRAND ELEMENTS ......................................................................................................... 4 1.3 MARKET SEGMENTATION...........................................................................................5 1.4 SUPPORTED MARKET PROGRAMS..........................................................................5-6 1.5 POPS AND PODS.................................................................................................................7 1.6 BRAND MANTRA......................................................................................................... …..7 1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8 CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes..........................................................
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...world. Some say it’s the flavour, but for millions, it’s the way Coca-Cola makes them feel! Elements of Brand Equity Brand Loyalty: When Coca Cola dared to tamper with a 99-year-old formula to bring out a ''new'' Coke, outraged U.S. consumers quickly forced them to bring back the old brand Brand Awareness: Coca-Cola scored over 90% in brand awareness among respondents from the US, Canada, UK, France, Germany and Australia* Through its taglines(in India) , it has remained relevant and evolved over time : Thanda matlab Coca Cola Peeyo sar utha ke Jo chaho ho jaaye Coca Cola enjoy! Burrrrrrrr Open Happiness A marketing platform that is relevant to a global audience, the Olympics have allowed Coca-Cola to solidify a powerful association in the minds of billions. Also shows like MTV Coke Studio helps make it relevant in today’s world. Classic red and white contoured bottle with the Coca Cola logo written in a bold swish Perceived Quality of coke is better than its competitors Brand Associations: It has been associated with Santa Claus world over after Coca Cola gave it the distinctive “lovable fat old man” look. In India initially celebrities like Karishma Kapoor, Hrithik Roshan, Aishwarya Rai and Aamir Khan have endorsed it. But now the TVCs have been generalized to make it occasion based consumption i.e. when you want to open happiness. People associated the ‘secret recipe’ of Coca Cola to be the main success reason for years. But it has moved beyond...
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...International Brand Management Brand: Coca Cola Background Coca Cola Company was founded in the year 1886, while it enjoys the status of being one of the biggest non-alcoholic beverage companies in the world, originally was intended as a ‘patent medicine’ when pharmacist John S. Pemberton as a ‘coca wine’ invented it in the late 19th century, Coca-Cola has dominated the worldwide soft drink market for decades now. It has been recognized as one of the most valuable brands and retained No.3 position on the list of Best Global Brands, after Apple and Google. Now the brand is still continuing to evolve and to stay ahead of trends through constant innovations. It is intriguing to take a closer look at how Coca cola climbed up to the top and adapted itself in a changed world. Brand Typology: Experienceà Credence Coca cola always seeks to bring about Ultimate Drinking Experience. The idea of “consumer provocation” is crucial in building the brand as an experience brand. According to Joe Tripodi, Chief Marketing and Commercial Officer of Coca Cola, part of Coke’s engagement strategy is to move away from being a brand that promotes happiness, to a brand that provokes happiness. As firstly being an experience brand, provoking experiences through stories that are sufficiently powerful and share-worthy to fuel conversations with many is the core of the program. Coke has developed the so called “360 degree Engagement Plan” that includes low ...
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...Taylor Levesque Case Study #2 – Alternative Marketing April 27th, 2014 Professor Milbourne Coca – Cola Happiness Machine Description: In 2010 Coca Cola developed a plan to reinstate the message Coca – Cola has had for quite some time “Open Happiness”. For this campaign they wanted to extend their digital content. Coke executives and their marketing team came up with the Happiness machine. The idea behind the Happiness vending machine was to express a real organic experience. How they executed this was by Placing a normal coke machine on a college campus and making it seem genuine by having the machine wide open while it was being stocked. When a student paid for a coke the machine continues to hand out more of its product for free along with other awesome surprises. The element of surprise and happiness this stunt created a new emotional connection with the brand to the given audience. Target: The audience for the Coca Cola happiness machine was a college campus that was coke affiliated and had heavy foot traffic. St John’s University in New York was the surprise location. This Target audience is a more specific for the product and brands target audience. Since Coca Cola target audience is much generalized. Connecting to a heavy traffic target audience on a college campus allowed them to create a more personalized emotional connection to a certain group of people. Also, it allowed them to create the bigger buzz they were looking for on social media and digital...
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...Coca-Cola's advertising has significantly affected not only American culture but also everyone who see these advertisements. It is very significant for a company to share their emotions with one slogan. Coca cola changes slogan usually after ten years. Now their slogan is “Open Happiness” and they try to say that coca cola is for everyone and when you drink it you can open a window in happiness because coca cola makes you happy. “Coca-cola” is the most recognized word on the planet after “ok”. Coca cola’s major segments are basically those people who take this drink daily and those areas where the demands is higher than the other areas. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So, their basic segments are those people who take this drink regularly. Coca cola takes every customer a target and potential who is thirsty. All age groups are being targeted but the most potential is young generation because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market. Their targeting is not based on gender but the results show that both genders like this product and use it. Coca cola serves its product using mass marketing technique, which obviously falls in undifferentiated marketing and undifferentiated marketing means no segmentation, but there are minor factors on which we can say that the coke segments...
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...as the needs and desires of consumers. An example of this is company Coca-Cola, which has used many creative marketing techniques to increase their sales all over the world. This essay is going to examine 2 successful and unique concepts of Coca-Cola. “Hello Happiness” was one of the projects in series “Open Happiness” campaign which aimed at marketing Coca-cola product widely in different countries. In May 2014, Coca-cola started the project by a video called “hello Happiness” released on Youtube. It took place in South Asia, where thousands of labors arrive to Dubai for a better future of their families. With an average income of $6 per day, they had to pay up to $0.91 a minute to call home. The fee made it nearly impossible for them to connect with families regularly. To solve the problem, Coca-cola created the idea of building public phone booths and turning their bottle caps to International calls. Via the video, Coca-cola conveys a meaningful message for not only the labors there has a chance to hear the voice of loves from their hometown. The video also reminded people values of family. Some audiences wrote on the comment section that they made a call immediately after watching this. After months of effort, Coca-cola was absolutely successful on the project of Hello Happiness. This video on Youtube has had 3 million views and 40 thousand people have used their public phone booths. Besides, Coca-cola gradually became more popular in South Asian countries. It was expected...
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...Management, NMIMS, Mumbai, India The project aims to decipher how effectively Coca Cola Company has leveraged consumer behaviour in India. We have considered the challenges that India poses for the marketing of globally produced FMCGs (fast moving consumer goods) followed by observation of how the marketing of Coca Cola has been tailored for the Indian context and on its relative successes. Cultural Factors: Culture is the fundamental determinant of a person’s wants and behaviour (Philip Kotler). India has always been known for its cultural diversity. With a variety of cultures in India, Coca Cola faced a challenge in how to target across the cultural lines. Initially, they made the mistake of focusing on the American way of life but they realized their mistake quickly and started researching the Indian market in detail. They found that the 3A’s of availability, affordability and acceptability needed to be employed. Also, affordability was the biggest driver for desirability. Culture: Coca Cola discovered that the values of kinship and togetherness were universal across all cultures in India. So they decided to market coke as a drink for family get-togethers and parties. To achieve this, Coca Cola came up with a marketing campaign that showed Aishwarya Rai solving a feud between her parents with a Coke singing “Pyar me kabhi kabhi aisa ho jata hai, saath me thanda ho settle ho jata hai…”. Recently, Coca Cola launched “Saath Khao Khushiyan Badhao” campaign which encouraged the younger...
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...still brands 15 billion dollar portfolio 200 countries 1.7 billion servings a day. Coca Cola Advertising Story 1900 Coca Cola strategy LOVEBRAND 3 A’s AVAILABILITY Distribution network AFFORDABILITY Product pricing ACCEPTABILITY convincing the customer to buy OUR ANALYSIS USA RUSSIA CHINA KENYA 1. TYPES OF MEDIA • MASS MEDIA • NON MEDIA 2. COPY STRATEGY • Values • Messages • Casting Coca Cola in the USA Symbol of America Medias for advertising ? • Mass media Advertising – Television – Billboard – Web • Non media advertising – Sponsoring – Event promotion • • ADVERTISING 1886 “Drink Coca-Cola” 1900 “Deliciously refreshing” 1904 “Coca-Cola is a delightful, palatable, healthful beverage” 1982 “The antidote for civilization” – Coke slogans for the past 100+ years SLOGANS • 1993 “Taste it all.” • 1998 “Thirsty for life? Drink Coca-Cola!” • 2000 “Coca-Cola Enjoy” • 2001 “Life tastes good” • 2009 “Open Happiness” • 2010 “Twist The Cap To Refreshment” • • • 1986 –“Like a Rock” (Inspired by the Bob Seger song “Like a Rock”) • 2011 “Life Begins Here” The advertising messages. Billboarding The american way of life… TV commercials • The opposition between good and evil http://www.cultur epub.fr/videos/c oca-colavideogame TV commercials • Happiness, peace, enjoy http://www.culturepub.fr/vi deos/coca-cola-friendlyman The advertising messages Sponsoring • Va l u e s o f s p o r t ( te a m s...
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...COCA COLA The case is all about Coca cola a giant beverage global firm integrated advertising “open happiness”. The campaign was launched in 2009 to rebrand the image of the company world wide and also to recover the amount of fall in the brand value that took place in 2001 and 2003 during Indian crisis. Another aim was to increase the sales of sparkling beverages of Coca –Cola Company. When Europe was under the crisis during recession since 2007 and India had felt the drawback of crisis in issue related with coke-cola various campaigns were launched various to invite people all around the world to refresh themselves and enjoy the pleasure in life. One of the leading campaigns was the “Coke side of life “launched in 2006 to regain the sales. The aim of the campaign was to make Coca-cola relevant to the customers but due to global economic recession and customers attracting towards non-carbonated drinks created a problem for the company. The case discusses the various objectives and elements of “Open happiness” in terms of new sales, promotions, and advertising and music components. The case shows how the campaign of coca cola was successful to be adapted according to the taste and preferences of the people in different countries and how it strikes the right steps to influences customers of different countries. The coca cola is considered as the world’s largest beverage company. It was established in 1866 by john Permberton pharmacist in Atlanta. The company started...
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...A pharmacist started the Coca- Cola Company in 1886. Dr. John Pemberton schlepped the magical formula to the nearest pharmacy that was Jacob’s in the downtown area of Atlanta. At the pharmacy, the doctor mixed the syrup with carbonated water where they sold it for five cents a glass. The original formula actually included cocaine. Now the company went from one product to five hundred and sold in one state and now worldwide. The company went from averaging eight drinks a day and now surpasses $1.8 billion. Coke is one of the world’s languages that is understood anywhere you go. The company sells product in over two hundred countries. Their mission statement is,” At the Coca-Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference.” The company has many successes to learn and be inspired from (History of Coca-Cola). Excellent background – focus on creating a strong thesis statement that identifies your paper’s objective. Origin and Subsequent Evolution of Values The personal and workplace values of our team are much the same including core values like integrity, teamwork, performance, and learning. Acting ethical and developing trust and respect in the workplace is important. Integrity to me means honesty, trustworthiness, and respect. Teamwork involves sharing an open communication with other employees. Performance is based on the determination to strive for flawless performance in the workplace. Our...
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...Coca Cola’s mission According to the MissionStatements (2009), Coco Cola’s slogan is “Refreshing the world, one story at a time.” Coco Cola company wish to refresh the world; to encourage optimism and bring happiness to its customers and to create value for the world and to make world a better place. In the front page of Coco Cola’s Our Company session (Coco Cola, 2016), I first saw a bid photo with its title “CoCo” cola memorabilia. This photo is the most noticeable feature in the website, probably people will first open the link when they are in the front page of Our Company. When I click the link, however, the content is about how a memorabilia museum is built. It gives the viewer a first impression of the long history of Coco Cola company, but did not reflect its mission in anyway. In the Our Company page, there is one section named mission, vision and values. However, in the mission, vision and values website, I only saw the simplest description of Coco Cola’s mission, which I have already described in the last paragraph. Coco Cola company put large amount of content about the history of company, the development of company, the processes of entering different countries’ market by Coco Cola. Such contents are written in those most noticeable articles in the Our company page, such as Coco Cola journey and Coco Cola at a glance. Due to the most noticeable content of the website are devoted only into the significance and wild availability of Coco Cola products in...
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...Midterm: Social Media Case Study Brief Company History Coca-Cola was first introduced to the market in 1886 and has since been the leader, manufacturer, distributor and marketer within the carbonated soft drink and syrup industry ever since. The worlds leading soft drink was developed by John Pemberton, originally designed to work simply as a carbonated machine. Later, the formula Pemberton created was sold in a pharmacy for a mere five cents a bottle and became a town phenomenon. Coca-Cola’s mission is to, “Strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference.” Today, consumers still can “Open Happiness” from the bottle, which features the minimally alternated Coca-Cola logo designed by Frank Robinson back in the late 1800’s. Coca-Cola hasn’t strayed far from its original mission, vision and brand image, which has certainly contributed to the strong consumer loyalty they continue to maintain. Strategy and Objectives Coca-Cola strives to maintain their competitive edge over their main competition, Pepsi. Though there have been numerous market shifts, which may have perhaps altered their strategy, Coke is persistent to uphold their top status. Today, consumer loyalty is the utmost important asset to a company, which is why Coca-Cola initiated the campaign strategy called Expedition 206. Within the modern world of social media there comes discussion, criticism, brand interaction and most importantly to a brand, they...
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...Coca-Cola Company Organizational Behavior-MGTK350 Dr. Louis Fry March 7, 2014 Introduction It isn’t unknown that the Coca-Cola Company is a worldwide beverage company whom manufactures, markets, and sells only nonalcoholic refreshments. The headquarters is located in Atlanta, Georgia where John Pembert founded it in 1886 (Yahoo Finance, 2014). This company reports as the “world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands” (Coca-Cola Journey, 2013). Currently, as of 2013 when it was last reported, Coca Cola is ranked as 57th on the Fortune 500 List where they were previously ranked at 59th on the list (CNN Money, 2014). They created a 2020 Vision that helps to guide them to greatness by continuing to shape their business by the changing of the world. Their main mission, as a company is to refresh the world, inspire moments of optimism and happiness, and create value and make a difference (Coca-Cola Journey, n.d.). They accomplish these by following their vision and sustaining growth and empowerment. Culture of Coca Cola Company The organizational culture of Coca Cola revolves around their uniqueness. Their culture is built upon the uniqueness of the products in terms of the taste, how they build a better world, how they innovate new ideas into the company for consumers, how they brand their products, how they add value to their entire company, and how they integrate culture into the workplace. The company’s structure...
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