Coca cola also goes out of its way to engage its

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experience. Coca-Cola also goes out of its way to engage its consumers by replying messages and tweets shared online. This is no easy task for a company that receives thousands of online mentions a day. Consumers are able to share their feedback and issues online and receive replies in real-time. Coca-Cola also uses social media influencers and celebrities to help garner support for their projects and campaigns. Apart from creating brand awareness, Coca-Cola also uses social media for what they know best – spreading happiness. They do a great job of balancing
Promotional Mix Analysis 10 promotional content with random feel-good content that gives their followers something to enjoy. They keep all their social media accounts cohesive and share seamless content. Coca-Cola has an enviable social media presence and has adopted a successful strategy by building online campaigns, actively interacting with their followers, and crowd-sourcing by engaging their audience in the creative process (Mangold & Faulds, 2009). A suggestion for the brand would be to let the audience into the inner workings of the brand. Coca-Cola as a company largely remains a mystery to most of its consumers. This is assumed to be because of the secrecy surrounding the recipe of its popular soft-drinks. However, consumers love to know more about their favorite brands. Coca-Cola can use social media to divulge more information on their brand. Short videos detailing everyday tidbits from the marketing team, the factory, or even distributors can help build an understanding and deeper appreciation for the brand. These videos can show how different Coca-Cola offices around the globe inject their own cultural aspects into selling the products and how they work collectively for the greater good of the global brand. Overall, a little more carefully thought-out insight into what Coca-Cola is as a company would help improve brand loyalty and keep audiences engaged. Reference List
Promotional Mix Analysis 11 Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction . Pearson Education. Bhasin, H., 2017. SWOT of Coca Cola. [Online] Available at: [Accessed 28 June 2017]. Cannon-Bonventre, K. & Quelch, J., 1983. Better Marketing at the Point of Purchase. Harvard Business Review, Issue November. De Mooij, M., 2013. Global marketing and advertising: Understanding cultural paradoxes . Sage Publications. Mangold, W.G. and Faulds, D.J., 2009. Social media: The new hybrid element of the promotion mix. Business horizons , 52 (4), pp.357-365. Schmidt, S., Langner, S., Hennigs, N., Limbach, M., Rothensee, M. and Wiedmann, K.P., 2016. Sponsoring FIFA World Cup vs. Olympic Games: Coca Cola, a Classic American Brand, and Its Explicit and Implicit Sponsoring Success at Worldwide Sports Events. In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? (pp. 501-502). Springer International Publishing. Wang, M., 2015. Brief Analysis of Sports Marketing Strategy Adopted by Coca Cola Company. Asian Social Science , 11 (23), p.22.

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