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    ASSIGNMENT Marketing Coca Cola

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    Fazal Muhammed
    Coca-Cola is overhauling its global marketing strategy, bringing the biggest change in its history. It will unify its four core brands - Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life - under one campaign. Coca-Cola engages in social, digital, green and global marketing initiatives including social media campaigns, environmentally friendly packaging, and adjusting strategies to different countries. Coca-Cola maintains profiles on social networks and digital platforms like Twitter, Facebook, Instagram and LinkedIn and engages in influencer marketing. It also focuses on green initiatives like bottles made of 30% plant-based plastic and goals for recyclable packaging and recycled material usage.

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    ASSIGNMENT Marketing Coca Cola

    Uploaded by

    Fazal Muhammed
    379 views11 pages
    Coca-Cola is overhauling its global marketing strategy, bringing the biggest change in its history. It will unify its four core brands - Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life - under one campaign. Coca-Cola engages in social, digital, green and global marketing initiatives including social media campaigns, environmentally friendly packaging, and adjusting strategies to different countries. Coca-Cola maintains profiles on social networks and digital platforms like Twitter, Facebook, Instagram and LinkedIn and engages in influencer marketing. It also focuses on green initiatives like bottles made of 30% plant-based plastic and goals for recyclable packaging and recycled material usage.

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    ASSIGNMENT Marketing Coca Cola

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    Coca-Cola is overhauling its global marketing strategy, bringing the biggest change in its history. It will unify its four core brands - Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life - under one campaign. Coca-Cola engages in social, digital, green and global marketing initiatives including social media campaigns, environmentally friendly packaging, and adjusting strategies to different countries. Coca-Cola maintains profiles on social networks and digital platforms like Twitter, Facebook, Instagram and LinkedIn and engages in influencer marketing. It also focuses on green initiatives like bottles made of 30% plant-based plastic and goals for recyclable packaging and recycled material usage.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    379 views11 pages

    ASSIGNMENT Marketing Coca Cola

    Uploaded by

    Fazal Muhammed
    Coca-Cola is overhauling its global marketing strategy, bringing the biggest change in its history. It will unify its four core brands - Coca-Cola, Diet Coke, Coke Zero and Coca-Cola Life - under one campaign. Coca-Cola engages in social, digital, green and global marketing initiatives including social media campaigns, environmentally friendly packaging, and adjusting strategies to different countries. Coca-Cola maintains profiles on social networks and digital platforms like Twitter, Facebook, Instagram and LinkedIn and engages in influencer marketing. It also focuses on green initiatives like bottles made of 30% plant-based plastic and goals for recyclable packaging and recycled material usage.

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    ASSIGNMEN

    T
    Topic: Social marketing, Digital marketing, Green marketing and
    Global marketing initiatives of Coca-Cola.

    Submitted By
    T3 MBA
    B – Batch

    INTRODUCTION
    In the 21st century, the modern market has become more complex and
    more competitive because of the rapid development of information science and
    technology and enormous changes of consumption patterns. Making effective
    marketing strategy is indispensable for each company as it manages to enter,
    occupy, consolidate and expand the market. The importance of marketing
    strategy is undeniable because its function focuses on improving or developing
    relationships between business and customers. Actually, no business can survive
    without cultivating ‘healthy’ relationships with customers.

    The Coca-Cola Company is an American corporation, and manufacturer,


    retailer, and marketer of nonalcoholic beverage concentrates and syrups. The
    company is best known for its flagship product Coca-Cola, invented in 1886 by
    pharmacist John Stith Pemberton in Atlanta, Georgia. The Coca-Cola formula
    and brand were fully bought with US$2,300 in 1889 by Asa Griggs Candler,
    who incorporated The Coca-Cola Company in Atlanta in 1892.

    The company headquartered in Atlanta, Georgia, but incorporated in


    Wilmington, Delaware has operated a franchised distribution system since 1889:
    the Company only produces syrup concentrate, which is then sold to
    various bottlers throughout the world who hold exclusive territories.
    The company owns its anchor bottler in North America, Coca-Cola
    Refreshments. The company's stock is listed on the NYSE and is part of DJIA,
    the S&P 500 index, the Russell 1000 Index, and the Russell 1000 Growth Stock
    Index. Muhtar Kentserves as chairman of the company with James Quincey as
    president and chief executive officer.

    What is Social Marketing?

    Social marketing is an approach used to develop activities aimed at


    changing or maintaining people's behavior for the benefit of individuals and
    society as a whole. Social marketing is a form of advertising, it has been a large
    industry for some time now. Originally with newspapers and billboards, but now
    we have advanced to huge LCD screens and online advertisement on social
    medias and websites. The most common use of social marketing in today's
    society is through social media.

    Social marketing of Coca-Cola Company

    Coca-Cola was the undisputed king of TV advertisements. The hilltop ad


    retains a canonical place in advertising history. Their performance on social
    media is no different. Coca-Cola maintains a number of profiles on different
    social networks.

    The Happiness Machine campaign, for example, was a huge success with
    social media audiences. Coca-Cola does not merely use their social profiles to
    amplify their existing content but has a strategy tailor-made for each network
    and geographical location. If you want to take inspiration from Coca-Cola, here
    are a few key engagement metrics to evaluate their social media performance as
    well as some insights into their top content across Facebook, Twitter, Instagram
    and LinkedIn.

    Coca-Cola has done well digitally also, their social media marketing
    campaigns and ad campaigns have played great role for e.g their share a coke
    campaign was a great hit , Coca-Cola also had a couple of Facebook apps like
    ‘when will happiness strike’, and another called ‘aah giver’.

    What is Digital Marketing?

    The marketing of products or services using digital channels to reach


    consumers. The key objective is to promote brands through various forms
    of digital media. Digital marketing extends beyond internet marketing to include
    channels that do not require the use of the internet.

    Digital marketing of Coca-Cola

    Coca Cola is one of the best and biggest brands in the whole world. Not
    only they are successful in outbound marketing but also in inbound marketing,
    as they have over 90.000.000 followers in their social media channels. So, here
    are some easy steps that Coca-Cola has adopted and that every company can do
    it, in order to be successful in online platform.

    Coca-Cola's Digital Marketing Success


    1. Amazing Twitter profile

    They have around 2.7 million followers all over the world. Since their
    registration on March 2009, they have twitted 97.000 times. On August
    @cocacola tweeted about 2000 times.

    2. Direct engagement with fans

    Probably the most important thing for any brand is staying connected with
    the large audience. And Coca-Cola does it extremely good, as almost 85% of
    their tweets were aimed to connect with their fans. This method aims to prove
    that they are interested in their customers and they love them. This was the main
    reason of their huge success on Twitter.

    3. Encouraging sharing

    Very similar to Starbuck's Tweet-A-Coffee program Coca-Cola is using


    the power of social sharing by giving users the chance to send a link to a friend
    with their Tweet a Coke campaign, which lets them order Coke while in Regal
    Cinemas locations. The cost is $5, but you can send a multiple ones. Currently,
    this campaign is only accessible in the U.S.

    4. Coke Blog and ‘Stories’

    These are light articles about different topics, like music, fun, food,
    health, sport and so on. These articles are about more essential parts for human
    satisfaction. They are written to develop deeper level of personal belonging and
    success. It is rather easy content to write, but certainly it has more effort than
    tweets.
    5. Coca Cola Opinions

    These ‘opinions’ are written by experts outside Coca-Cola. The articles


    cover much deeper issues like economics, politics, environment, law and rights,
    innovation and so on. These articles raise awareness in the society and give an
    impression that Coca-Cola is not only busy selling its products, but also is
    worried about more global problems for the entire population.

    6. Influencer involvement

    Coca-Cola has a tactic of engaging famous people like Ryan Seacrest. The
    campaign, during World Cup, used people like him to get people to upload their
    pictures to their huge project. I know this step can be very costly for start ups to
    engage Ryan Seacrest, but at least they can go with YouTube celebrities,
    authoritative bloggers or local influencers.

    7. Coca-Cola’s success on Tumblr

    Once Marissa Mayer, CEO of Yahoo!, announced that Coca-Cola is the


    best and the most interesting brand on Tumblr. She is definitely true, as the title
    of their Tumblr is “Where happiness lives online” and it’s something true.

    8. Mixed messages

    Coca-Cola does a lot of efforts to balance product placement with pictures


    which aim to keep things funny. It’s very important in social media. There can
    be hardly found someone who enjoys the sales 7 days a week and 24 hours a
    day. Weather it comes to their blog or social channels you can easily see this
    balance that Coca-Cola keeps. The same applies for your star up as well. 65% of
    your audience are visual learners so share some funny and interesting content
    and they will be attached to you.
    9. Coca-Cola’s Instagram profile

    Coca-Cola shares happiness in Instagram too. They post both images and
    videos. 6 of their latest 25 posts were videos and their engagement was very
    high. On Instagram, they have more than 300.000 followers and almost 320
    posts and this is still the beginning!

    10. Coca-Cola’s biggest fan page is on Facebook

    Coca-Cola’s biggest fan page is on Facebook with nearly 90 Million likes.


    Coca-Cola’s Facebook page includes stories telling how many people from all
    parts of the world helped them to become what they are today. Coca-Cola uses
    this page to promote all their campaigns.
    What is Green Marketing?

    Green marketing is the marketing of products that are presumed to be


    environmentally safe. It incorporates a broad range of activities, including
    product modification, changes to the production process, sustainable packaging,
    as well as modifying advertising.

    Green marketing of Coca-Cola

    Coca-Cola Goes Green with Environmentally Friendly Bottles. Marketed


    as Coca-Cola Life, the plastic bottles are made from 30 percent plant-based
    plastic and they are fully recyclable.
    Earlier this month, Coca-Cola shook things up when it announced a
    dramatic new redesign for Diet Coke cans in addition to new Diet Coke
    flavors. The beverage company’s latest announcement also has to do with
    cans, but this time how to clean them up.

    For every can or bottle Coca-Cola sells worldwide, the company said
    on Friday that it wants to help collect and recycle the equivalent by 2030.
    Additionally, it wants to roll out entirely recyclable packaging and use 50%
    recycled material in its bottles by 2030.

    “The Company is building better bottles, whether through more


    recycled content, by developing plant-based resins, or by reducing the
    amount of plastic in each container,” the company said in a release.

    Coca-Cola is just the latest in the industry to shift towards


    environmentally friendly packaging. On Thursday, Danone announced a
    goal for all Evian bottles to be made of 100% recycled plastic by 2025.
    What is Global Marketing?

    Global marketing is defined as the process of adjusting


    the marketing strategies of your company to adapt to the conditions of other
    countries. There are many benfits of global marketing, when it is done right.
    First, it can improve the effectiveness of your product or service.

    Global Marketing Initiatives of Coca-Cola

    Coca-Cola makes biggest ever shift to global marketing. Coca-Cola is


    overhauling its global marketing and brand strategy bringing about the biggest
    change in its marketing operations in its history. It will unify its four core
    brands; Coke Zero, Diet Coke, Coke Life and Coca-Cola under one
    single strategy and budget.

    The 'One Brand' Strategy:

     Extends the global equity and iconic appeal of original Coca-Colaacross


    the Trademark, uniting the Coca-Cola family under the world’s number
    one beverage brand.

     Comes to life in a global campaign – "Taste the Feeling" – that uses


    universal storytelling and everyday moments to connect with consumers
    around the world.
     Features the product at the heart of the creative, celebrating the
    experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola.

     Underscores the Company’s commitment to choice, allowing consumers


    to choose whichever Coca-Cola suits their taste, lifestyle, and diet.

    CONCLUSION

    Coca Cola is world's leading soft drink maker and operates in more than
    200 countries around the world. It sells a variety of sparkling and still beverages.
    Coca-Cola was the undisputed king of TV advertisements. Their performance on
    social media is no different.

    Coca-Cola maintains a number of profiles on different social networks.


    Coca Cola is one of the best and biggest brands in the whole world. Not
    only they are successful in outbound marketing but also in inbound marketing,
    as they have over 90.000.000 followers in their social media channels.

    Coca-Cola Goes Green with Environmentally Friendly Bottles. Marketed


    as Coca-Cola Life, the plastic bottles are made from 30 percent plant-based
    plastic and they are fully recyclable.

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