However by placing all of the sodas including the generic brands together the

However by placing all of the sodas including the

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attention of the consumer, which can help them pull more customers. However by placing all of the sodas (including the generic brands) together, the big brand name products might get looked over due to the price difference for generic products. Since the recession started, many consumers have had to cut back and started dropping their purchase of brand name products for the generic brands simply for the fact that generic is cheaper. In this case, companies have to become even more creative with their packaging due to where they are placed in a store. To attract customers over their price restrictions you have to appeal to their interests, i.e. Coca- Cola’s polar bears. They’re cute, which helps attract attention and can create a happy feeling for the consumer. By doing so, they become memorable, creating the association of happy, cute polar bears with the Coca-Cola products. Legal and Ethical Issues There are many laws that put constraints on companies with how they advertise to children. Because they cannot directly advertise to children, advertisers have started using product placement instead. In an article on AdWeek.com, it was stated that soft drink companies,
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specifically Coca-Cola, were the worst offenders of product placement aimed at kids. Coca-Cola accounted for 71% of the placements viewed by children, mainly in television shows such as American Idol (Katy Bachman, 2011). This is a problem because advertisers have created a loophole that allows them to market to children without actually gearing their ads towards kids. This is an issue that needs to be taken care of by the Council of Better Business Bureaus' Children's Food and Beverage Initiative, the industry's self-regulatory program. III. Promotion Strategy For its IMC (integrated marketing communication) Coca-Cola company uses advertising, sales promotions, public relations, and electronic media. Advertising: Coca-Cola places advertisements on television, print ads in mediums like magazines and newspapers, and radio advertisements to reach and their customers. Sales promotions: Retailers will place Coca-Cola products on sale in the store, i.e. Target selling four 12-packs/$10 or gas stations selling bottled sodas 2/$2.80. Coke points could also be considered a sales promotion. They more products you purchase, the more points you earn and you can win prizes such as free magazine subscriptions. They also promote contests on/with their products to generate sales, i.e. tickets to sporting events.
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Public relations: Pretty much any- and everything uses public relations as a marketing tool. This is what marketers call “free media attention”. PR also includes maintaining a positive image and relationships, handling bad press or situations, and handling communications. For example, Coca-Cola was helping support the youth of India in the classroom and they featured this on their website.
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  • Spring '08
  • Newberry
  • Marketing

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