Cocacola casestudy - COCA COLA is the most ubiquitous brand...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
COCA COLA is the most ubiquitous brand in history. Each day , the people in around 200 countries around the world drink some 1.2 billion 8 ounce servings of cola. Marketing for the21st century means leveraging the long time marketing principles that work, while inventing new ways to stay relevant. Coca Cola, which got its start in 1883, has successfully kept its brand relevant for over 100 years. Revenue in 2003 topped $ 21 billion. Coke’s first president, Asa Candler, instituted many of the marketing tactics that are entrenched principles now. To gain new customers, he printed coupons offering free first tastes of the Coca-Cola drink. To build brand recognition, he gave clocks, calendars, and weighing scales with Coca- Cola logo to pharmacists, who sold the drink. He hired the company’s first celebrity, music hall performer Hilda Clark, in the1980s. During the heyday of mass market TV advertising, Coke was the master of 30 second TV spot. Its legendary “I’d like to buy the world a Coke” and Mean Joe Greene” ads were rated as two of the best ads ever by Advertising Age. Coca Cola also expanded overseas. During WW II, when the army shipped Cokes to soldiers in Europe and Asia, Coke cemented its image as the “All- American beverage”. But over time, Coke realized it would need a more local feel in each country. So, although it uses its signature red-and-white wave and lettering world wide, the company uses different ad agencies in different countries in order to make the brand feel local. For example the local versions of the “Mean Joe Greene” ad used sports figures famous in those countries, such as soccer stars. Similarly, ads for Coca-cola in Spain show it as mixer with wine, reflecting how consumers use the product in that country. Coke also sells a wide range of different flavoured sodas in different countries. Visitors to the company’s museum in Atlanta can try these beverages—everything form cool watermelon (China), to an intensely bitter
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
herbal soda (Italy), to a zingy ginger soda (South Africa). In 2004, coke launched a beer flavoured carbonated beverage in Japan. Coca Cola now gets 2/3
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 5

Cocacola casestudy - COCA COLA is the most ubiquitous brand...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online