Coca Cola's Marketing Strategy
The Coca
Cola Company is an iconic American Brand which began in the year 1886 by Dr. John Pemberton an Atlanta Pharmacist , who combined cocoa with the carbonated water and kola nut to make it into a aerated drink. To make the beverage more portable it lead to
bottling the drink.
It
started by selling 9 servings each day and today it sells more than 9 million
severing per day across 200 different countries.
Today the brand is alive
for more than 123 year and has made a special place in the heart of the its
customers. Coca cola’s Marketing Strategy is one that has helped it reach where
it is today.
A company’s marketing strategy is the one which allows it to grow
& progress. For Coke its their Advertising Campaign & Social Media.
Coca Cola’s Advertising
Campaigns has established a strong link between positive emotions & the
Coca Cola brand which we'll discuss shortly.
To know the company better here are few of its Marketing Strategist. Let's start with its well know Advertising Campaigns the one Coca-Cola's is best known for and believes in the power of story telling.
Coke's Innovative Advertising Campaigns :
Coca-Cola total Revenue
is $41000000000 and spends over $4000000000 on Advertising alone. The company
is recognized to have the highest budget advertising & creating Public
image
The Coca-Cola brand is
build on a feeling of happiness & positivity of its customers.
Coke uses tag lines like
Share happiness,Share a coke & Campaigns like
Coca-Cola Magic Christmas ,Share a can , etc.
Coca-Cola's
Advertising campaigns make it different from its competitors.
Here’s how we know Coca-
Cola's Marketing team has the best imagination ever.They even found a way to communicate through their vending machines.
I have picked few
of my favorite Advertising Campaigns to share with you:
In 2011 Coke came out with a Campaign in
Australia called
"Share a Coke"
150 most popular Australian names appeared on millions of
Coke bottles.
This new campaign was released by coke as 50% of the teens & adults hadn’t
even tasted coke in Australia so to reconnect with them they used their names
on the bottle (DE branding). The most personalized thing they possess.
They made their Fans the face of coke. It grabbed the attention
of the customers and the internet blew up 1000s of requests poured to get more
names and then coke conducted an online voting platform. In which 65 thousand
people voted and then they released 50 more names.
Everyone shared a coke with their friends or family, tagged one
another and shared their stories .Australia once more connect through
Coca-Cola.
Results
One country printed red.
They released the same campaign in India but used relationship
instead of names as that is what we cherish the most.
The Coca Cola trucks are the highlight of the Christmas season and
everyone knows by that the holidays are near the concept may be 21 year old but
it works till date.
This is a 2015 advertisement which shows a young boy giving out coke to all the people who are
trying to make Christmas meaningful. He gives it to his dad , the shop
assistant & Santa himself. Here the company focus on the emotion of love
for all.
This has always been cokes strategy rather than selling a drink they try to
sell an abstract emotion like love ,happiness & sharing. They have
become experts at doing this and & continue to share such videos throughout
the year.
Coca-Cola's
Advertising campaigns make it different from its competitors.
Here’s how we know Coca-
Cola's Marketing team has the best imagination ever.They even found a way to communicate through their vending machines.
I have picked few of my favorite Advertising Campaigns to share with you:
I have picked few of my favorite Advertising Campaigns to share with you:
In 2011 Coke came out with a Campaign in
Australia called
"Share a Coke"
150 most popular Australian names appeared on millions of
Coke bottles.
This new campaign was released by coke as 50% of the teens & adults hadn’t even tasted coke in Australia so to reconnect with them they used their names on the bottle (DE branding). The most personalized thing they possess.
They made their Fans the face of coke. It grabbed the attention
of the customers and the internet blew up 1000s of requests poured to get more
names and then coke conducted an online voting platform. In which 65 thousand
people voted and then they released 50 more names.
Everyone shared a coke with their friends or family, tagged one
another and shared their stories .Australia once more connect through
Coca-Cola.
Results
5% more people were drinking coke
Sales transactions grew by 3%
76000, virtual coke cans shared
870 % increase in facebook traffic
12020000 earned media impression
One country printed red.
They released the same campaign in India but used relationship
instead of names as that is what we cherish the most.
The Coca Cola trucks are the highlight of the Christmas season and
everyone knows by that the holidays are near the concept may be 21 year old but
it works till date.
This is a 2015 advertisement which shows a young boy giving out coke to all the people who are
trying to make Christmas meaningful. He gives it to his dad , the shop
assistant & Santa himself. Here the company focus on the emotion of love
for all.
This has always been cokes strategy rather than selling a drink they try to sell an abstract emotion like love ,happiness & sharing. They have become experts at doing this and & continue to share such videos throughout the year.
Coca-Cola’s “Small World Machine"
A way Coca-Cola found to unite India and Pakistan – India and Pakistan have been going through a tough time since ages. People are interested in improving the condition, but everything gets worse. As everyone knows together they could do wonders. So, Coca-Cola decided to launch a campaign that could help India and Pakistan connect once more.
They set up a Vending Machine in India & another one in Pakistan. The vending machine gave them directions as to what they had to do for eg : dance or make a peace or love sign. Then in the end they touched the machine from both sides creating a connection and waved goodbye.
This created a positive impact on both the countries as they shared love & togetherness.
The "HUG ME Machine"
Coca-Cola set up their vending machine printed HUG ME in a college campus & various other places. At first, people were clueless as to how it works but later on when someone went up to the machine and hugged it a coke can came out. Then slowly everyone hugged the machine & also shared their happiness on social media.
"THE FRIENDSHIP MACHINE"
The friendship machine would give you 2 cokes in price of one but with a tiny twist. The machines was as tall as two people so no individual could get to the money slot they needed the help of the other. As soon as they realized that they all got a coke for themselves. This how coke delivers its message to its audience.
"Share a Can"
As a part of this project coke distributed cans to 30 Singaporeans. Then followed them to capture their actual sense of happiness that the coke cans brought them, when they learned that the can twist open into two & they could share it with a friend or family.
As a part of this project coke distributed cans to 30 Singaporeans. Then followed them to capture their actual sense of happiness that the coke cans brought them, when they learned that the can twist open into two & they could share it with a friend or family.
"The happy flag Campaign"
Denmark + coca cola decided to spread happiness together and this is how they did it.
Coke found a flag in its logo &that belonged to Denmark the happiest country in the world.
The Results were surprising in one day people to over 2400 flags we used & welcome 25000 arrivals from more than 30 different countries. Coca Cola helped everyone realizes how it feels to visit the world happiest country.
Denmark + coca cola decided to spread happiness together and this is how they did it.
Coke found a flag in its logo &that belonged to Denmark the happiest country in the world.
Denmark has a tradition of inviting people with the flags but not everyone brings one on the airport. So the welcome is not as big as it should be. Hence, Coca-Cola created a special out door plan where people could pick flags straight from the logo.
The Results were surprising in one day people to over 2400 flags we used & welcome 25000 arrivals from more than 30 different countries. Coca Cola helped everyone realizes how it feels to visit the world happiest country.
How the Best the operates it's Social
Media :
Coke started its Social
media journey on January 2006.
It uses various platforms to increase its reach and has created the fan
base it has today.This also helps them implement their next Advertising Campaign.
YouTube
It’s very easy for coke to attract its customers as it is so well known.Hence,
all they did was set up an YouTube channel and started posting videos. Today it
has nearly 500 thousand subscribes & 50 million views. It video content receive
50% more views than Pepsi.
Another popular social media platform that targets audience between the
age of 18-34.On this platform Coca Cola
gets a great response as their tweets are retweeting leading to a larger
engagement and such hash tags are popularly
used. #shareacoke
Coca Cola’s biggest fan base is on Facebook. They used this platform to
maintain their brand image. They don’t post very often on this page even after
the large fan base. As their fans do the work for them by posting something
related to them nearly every day. Even if they post on Facebook it will be
about a social causes or an event like the Olympics.
Tumbler
Coke has only posted 15 blogs which lead to 35,000 Reblogs on Tumbler. It
was the first consumer packed good brand to join tumbler. Teen bloggers were
cokes target on this platform as they are its heaviest users.
Coca cola is one of the best story telling brand on tumbler. They don’t give
customers a 24x7 scales pitch but tell them stories which they enjoy.
Coke uses Instagram for posting short clips with various themes
which either refer to the holidays or Social issues. They have made & re-shared a message about bulling causing an impact.
Celebrity endorsement is a must for any company even for a massive brand like COKE.
Coke is know to pin some original and some customer based content.They have been pinned on to some delicious recipes by their customers which link back to Coca Colas
website.
They have come up with Coke TV & also the coke emoji.
Lastly, lets discuss about
its
Pricing Strategy
Coca-Cola spends around $4000000000 on its advertising strategies a year & in the process distributes a lot of free products.
Coca Cola had a specific pricing system and then, due to its competitor Pepsi it updated its pricing strategy strictly because if the prices vary too much then one of the brand will have to suffer the losses.
Therefore, the prices can neither to be high nor to low in comparison as the customers may doubt the quality of the product.
The Coca Cola’s Classic Bottle
Coca-Cola’s bottle design was inspired by the shape of the cocoa. The bottle is promoted as much as the product & logo.
Coca Cola Logo’s
Coca-Cola’s Committee in the 1990’s decided that the logo must remain untouched because of which Coca Cola’s logo has been the same for as long as we have know the brand. As a result,98% of world’s population recognizes it today.
Coca-Cola Sponsors
It is one of the most recognized sponsor brands. It sponsors shows/events like NASCAR, The Olympic Games, American Idol , etc.
Coca-Cola hands down knows to market their product and knows its audience. It’s not going anywhere soon their marketing strategies have built an army of loyal customer’s & fans who are going to stick by them solely because of the way the brand makes them feel.
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