Coca cola digital marketing strategy pdf

All this because of its great marketing strategy which well discuss in this article on cocacola marketing strategy. Marketing strategy of coca cola coca cola strategy. The creative strategy involved designing a virtual and reallife playground. Today, it is enjoyed in over 200 countries worldwide. As the explainer video states, this strategy will transition from. A presentation about the internet marketing strategy of the cocacola company. Pdf strategic marketing plan for cocacola 2016 researchgate.

In addition to the organic and paid social media activity, coca cola and netflix teamed up for some experiential marketing by launching a stranger thingsthemed popup arcade in london, presenting an opportunity for fans to feel apart of the launch and create some additional ugc usergenerated content for coca cola. Coca cola does not merely use their social profiles to amplify their existing content but has a strategy tailormade for each network and geographical location. The secret behind coca cola marketing strategy duration. Savvy marketing and a reputation for quality have always been hallmarks of cocacola and have helped to make the product ubiquitous. Learn digital marketing implementation through this post cocacolas digital marketing campaigns success. Coke cmo defends tv as cola giant rethinks digital approach. Godsman mentioned three specific areas in which cocacola thinks about digitizing the company. Cocacolas realtime digital marketing strategy the case centre. Cocacola has been at the front position of libelling initiatives for nearly. Jun 18, 2017 it turns out that where ever they are located, cocacolas advertising strategy creates a complete vaccum in the minds of its viewer, filling the void with just the flash of the bottle and. Technology is used at every step of coca colas value chain syrup manufacturing, bottling operations and storage at retail shops.

It was a multimedia effort, with tv adverts, billboards, and experimental marketing in the form of coca cola tours where participants could have their own custom made bottles. Sep 25, 2017 follow coca cola s path to digital transformation whether you like coca cola or not, theres no denying the brands brilliant approach to transformation. Cocacola has effects on the teeth which is an issue for health care. Heres how coca cola keeps its marketing strategy focused. Sep 08, 2018 marketing strategy of coca cola coca cola marketing strategy september 8, 2018 by hitesh bhasin tagged with. This video is about cocacolas marketing campaign strategy. Weve analyzed their performance and looked at a few of their metrics and top engaging. Cocacolas chairman and ceo muhtar kent muhtar envisioned vision 2020 to double the business, besides initiating several sustainable programmes to help.

The secret behind cocacola marketing strategy duration. Coca cola company, the cocacola company to acquire costa, 2018. Mar 16, 20 a presentation about the internet marketing strategy of the coca cola company. Cocacolas chairman and ceo muhtar kent muhtar over the years, the cocacola company cocacola was reinventing itself to stay relevant to consumer tastes in the ever changing. Coca cola was a huge success in the us and by the 1900s it had expanded into 8 other countries and counting. The cocacola bottles centenary campaign is a prime example of what she describes as a shift towards global marketing concepts with a digital backbone. Cocacola has done well digitally also, their social media marketing campaigns and ad campaigns have played great role for e.

Coca cola company, the coca cola company to acquire costa, 2018. Cans had culturally relevant, personalized messages with both the english and north korean words for cocacola, playing up the brands longtime campaign message buy. These products serve as the principal raw materials for the enduser beverage products of the company. Coca cola has been quick to embrace new mediums that have developed over the years radio, television and now internet. Social media analytics and insights on cocacola unmetric. Coca cola marketing strategies and supply strategies have proven to. Marketing history market research in the beginning. Coca cola company report contains more detailed analysis of coca cola marketing strategy covering issues of coca colas public relations, events and experiences and. This is something that coca cola has been the master of for over 100 years. Coca cola has achieved some notable successes in digital marketing, not least its massive following on social media and various polar bear campaigns. An evaluation of marketing strategies undertaken by coca. Food and beverage companies such as coca cola, kraft, pepsi, and taco bell are among the pioneers of this new marketing strategy. Read econsultancys social media best practice guides.

In a wideranging discussion about the companys strategy in ecommerce and digital advertising, mr. Being addicted to cocacola also is a health problem, because drinking of cocacola daily has an effect on your body after few years. Our strategy and ambitions are clear, and we measure and manage. In almost every fifteen minutes, the advertisements of coke can be seen on television. An evaluation of marketing strategies undertaken by coca cola.

Coca cola company is one of the fastest growing multinational enterprises in nigeria. The open happiness slogan gets replaced by taste the feeling as coke launches the biggest campaign in over a decade. The happiness machine campaign, for example, was a huge success with social media audiences. This article represents a critical analysis of marketing communications materials used by coca cola company, a global beverage manufacturer and retailer based in georgia, united states. Learn social media marketing smm through this post coca colas social media marketing strategy to become a global brand. Cocacola focuses on improving the community relationships and increasing their happiness, that positively reflects on their public image, resulting in customer and revenue rise.

This equity is derived from peoples willingness to pay a premium for the brand and an unwillingness to accept substitutes. But then when it comes to the corporate giant coca cola, they seem to have nailed it as far as branding and. Coca cola has been at the front position of libelling initiatives for nearly 20 years, most important the way in adding perpackage diet information on labels, in addition to the perserving information that is compulsory by. Advertising strategy of cocacola at cocacola beverages pvt. Coca cola s digital marketing campaigns organization social media handles and stats. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. It also has got sugar by which continuous drinking of cocacola may cause health problems. The presence of cocacola products in almost every corner of the globe today shows how successful the companys international marketing strategy has been. Mar 11, 2015 the cocacola bottles centenary campaign is a prime example of what she describes as a shift towards global marketing concepts with a digital backbone. Cocacolas realtime digital marketing strategy the case. Cocacola is the most popular and biggestselling soft drink in history, as well as the bestknown product in the world. Food and beverage companies such as cocacola, kraft, pepsi, and taco bell are among the pioneers of this new marketing strategy.

There wont be a perfect model which will suite to pricing decision completely. Cocacola is launching a new brand purpose, better when were open, in europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view. Cocacola is o ne such brand that has managed to navigate its way through this age of social media enlightenment within fmcg. Coca cola maintains a number of profiles on different social networks. Cocacola in 2015 matt curd matt curd page 1 marketing plan. Learn social media marketing smm through this post. Heres how cocacola keeps its marketing strategy focused. Cocacola repositioning for a digital future 20181114. Aug 27, 2018 during its q1 2018 earnings call, coca cola said its digital marketing strategy has helped it build brand awareness with younger audiences. Digital marketing strategy victoria topor adv420 final presentation 2.

But there is no assurance but this model is used to break pricing strategy into manageable tasks that are gathered together at the final stages of marketing strategy. Coca cola s strength is marketing and new marketing and advertisement channels have a big impact on the company. Godsman mentioned three specific areas in which cocacola thinks. An evaluation of marketing strategies undertaken by coca cola company as a multinational corporation in nigeria 1danjuma naisla hassan, 2 audu anyesha amos 3omaku angulu. Coca colas social media marketing strategy to become a. In 2011, cocacola recognized this marketing shift and took the leap into content marketing with a plan known as content 2020. Marketing strategy articles coca cola is worlds leading soft drink maker and operates in more than 200 countries around the world. Apr 18, 2016 this video is about coca cola s marketing campaign strategy. Coca cola is the most popular and biggestselling soft drink in history, as well as the bestknown product in the world. But the following is one model which can provide some backup for coca cola products. Cocacolas new marketing strategy taste the feeling. Marketers reach peak innovation amid a failfast culture of agile working, the pace of innovation looks set to slow as marketers pursue quality over quantity. Created by venelina darakeva in march 20 slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.

Coca cola is one of the most leading company in soft drink beverage industry. What you can see from coca cola s digital marketing strategy one of the brands that achieve notable successes in digital marketing, coca cola often creates the most splendid campaigns that take place on top of our minds. A study on the marketing strategies for millenniums. Introduction marketing strategy is a longterm, forwardlooking approach to planning with the fundamental goal of achieving a. Coca cola is one of the most successful companies in the world. The presence of cocacola products in almost every corner of the globe today shows how successful the companys international marketing strategy has. For the summer, the brand brought back its share a coke campaign, which included an expanded line of names on packages and the share chair, an oversized armchair that doubled as a vending machine. History has shown that the coca cola company has touched so many lives since world war ii retroplanet2008. The product is the number one p of the marketing mix. Jan 21, 2016 coke also announced that all brands coca cola, diet coca cola, coca cola zero, and coca cola life under the coca cola company umbrella will be united under the same creative campaign, in a huge shift of strategy.

Heres a run down of ten of the most impressive campaigns of the past few years. Jan 24, 20 coca cola was a huge success in the us and by the 1900s it had expanded into 8 other countries and counting. It is not always that we like every advertisement that we see. Sep 07, 2016 marketing strategy for coca cola has been discussed previously. This strategy gives coke the opportunity to service a large geographic, diverse area. Why cocacola switched from traditional advertising to. Pdf as a chandler founded the coca cola company back in 1886 and it is headquarter in atlanta, georgia, united states.

Coca cola had been successful in the digital journey so far, however, it remained to be seen whether the company would be able to keep pace with the continuous shifting of consumer expectations and behaviours. Coca colas social media team is very active in responding. An insight into coca colas visual branding strategy. Announced today in paris by coca cola executives, the campaign ads have rolled out across more than 200 countries worldwide. Follow cocacolas path to digital transformation whether you like cocacola or not, theres no denying the brands brilliant approach to transformation. Mobile marketing case study digital marketing institute.

The coca cola company is a global manufacturer, marketers and seller of nonalcoholic beverages and syrups based in atlanta, us. Digital solutions are being rolled out across our business to activate customers, empower. Cocacola also recently wrapped up two social media campaigns, expedition 206, where. It was a multimedia effort, with tv adverts, billboards, and. It all started years ago, in 1886, when a confederate colonel in the civil war, john pemberton, wanted to create his own. Mobile marketing provides a wealth of opportunities and channels for brands to reach. Not only are they the main brand in soft drinks, but coca cola is also accountable for a range of brands that includes mycoke, fanta, sprite, 5 alive, schweppes, powerade and dr pepper. Hills in marketing option and marketing in the portable mba in entrepreneurship. Help existing coca cola customers grow their beverage business. What you can see from cocacolas digital marketing strategy. Pepsi, and taco bell are among the pioneers of this new marketing strategy. Coca cola employs a successful combination of enabling its consumers to produce original usergenerated content, tactically working on takeoverstyle activations, and capitalising on emotions such as nostalgia.

Coca cola digital marketing presentation john transue aug 29, 20. Coca colas strength is marketing and new marketing and advertisement channels have a big impact on the company. Cocacola is launching a christmas ad that it hopes will unite the world in its largest ever festive marketing push. Utilize existing traditional marketing strategy and integrate with new. To understand its product strategy, it is first important to know that coca cola is primarily a producer and marketer of concentrates and syrups. Every business irrespective of its size needs to have definite goals in order to expand the business. Apr 25, 2017 conclusion v cocacola has enough resources to expand their digital marketing strategy v connecting to millennials is critical in todays society v establish happy, rewarding feelings for positive attitudes and future consumers 10. The product is what business will sell to its customers. Cocacola has an interesting strategy on social networks like facebook, twitter, and instagram. Activity includes 14 new television and digital films, a new song available on itunes, an app for consumers to explore the story of cocacola and a social media competition. Cocacola has used various tactics to ensure it ha s. Also the company is considering digital marketing as one of its. However, to examine the ways in which the coca cola company has used marketing strategies to grow in the overseas.