Marketing project presentation about Coca Cola, the market brand.

1. ACADEMIC AND PROFESSIONAL SKILLS
Coca-Cola:
A Market Brand
By Lisa Smith

2. ABOUT COCA-COLA
• World’s Biggest Drinks Company
• Originally was created to be a medicine to cure illnesses and
diseases
• 18 different flavours of Coke altogether
• 128 years later and the company remains the highest in the
Drinks Market

3. COMPANIES
FOUNDED IN 1886

4. MOST RECOGNISABLE COMPANY?
Coca-Cola
BUT WHY?
• Highest consumed drink
• Stays at the top of the Market because of
aggressive marketing campaigns worldwide
• Spent $2.9 billion in 2010 in Advertising

5. THE FAMOUS “SHARE A
COKE WITH” CAMPAIGN
• First launched in Australia, 2011
• Named “A Marketing Success”
• Connected with consumers on a personal level (eg. Prompted
selfies or videos of the consumers with their names on the Coke
bottle/providing value to the consumer by adding their name on
a bottle of Coke to express their individuality)
• The campaign earned a total of $18,000,000
• Focused on and targeted 18-20 year olds, outcome was the
notable increase in young adult consumption up by 7%.

6. SPONSORSHIP
•

7. THE IMPACT OF THE FIFA WORLD
CUP ON SALES OF COCA-COLA

8. REFERENCES:
 Fisher, L. (2014). Has Coca-Cola's Share a Coke campaign passed its sell-by
date?. Available: http://www.theguardian.com/media-network/media-network-
blog/2014/aug/14/coca-cola-share-coke-marketing. [Accessed 25
Oct 2014.]
 Wong, V. (2014). Coca Cola's $1 Billion In Advertising. Available:
http://www.businessweek.com/articles/2014-04-10/four-reasons-why-coca-cola-
will-stick-to-sweet-sodas. [Accessed 26 Oct 2014.]
 Coca-cola.co.uk [Accessed 29 Oct 2014.]