The documentary discusses Coca-Cola's marketing strategies that helped them become the most recognizable brand in the world. Key strategies included making the product more than just a beverage by associating it with good times and warm feelings so that people would buy it again and again. Coca-Cola also overcame problems like health concerns about soda and competition from Pepsi by redesigning their bottles and labels to trigger impulse buying, extending their brand globally, and building loyalty by placing their labels on various promotional items and sponsoring sports. Their marketing approaches have been credited for maintaining the brand's success for over a century.

1. Arcilla, Debra A. November 22,2012
BS-AM 4B MGT433 1:00-2:30 J405 TTh
In the documentary, Coca-cola: the real story behind the real thing, Coca-cola
the most recognizable brand in the world showed their marketing strategies on how
they’ve put their empire to the top, and how they’ve maintained their brand for a century.
What fascinated me the most in this documentary is on how the Coca-cola were
remembered by millions of people all over the world. One of the brilliant marketing
strategy is that for them to succeed its products must be more than just beverages, they
have to be the reminders of good times and warm feelings, so each of us would buy
those drinks again and again. The Coca-cola brand was a part of the history of many
people, it serves as their memory bank, a part of everyone’s childhood.
Some of the greatest problems that the Coca-cola company has encountered
was the reigning of their great competitor, Pepsi-cola with a strategy of buying out the
coca-cola’s consumers. Another problem is that for the issues of health, soda is
recognized to be one of the main sources of childhood obesity. All of these problems
were solved by the Coca-cola by boosting its brand, changing the look of their bottles
into a curvaceous shape, a simple label and a look that can trigger an impulse of their
buyers. Also, this world recognized brand made and extension of all over the world,
even in the remote areas they were able to deliver their brands, and put up a smart
strategy that build-up the loyalty of many people, by putting its labels on everything; to
calendars, pins, print ads, and campaigns, and by sponsoring and supporting sports
that gives an impression to the Coca-cola brand. As for me, even though the Coca-cola
company is considered to be one of the most recognized and successful brand in the
world, they were also at the verged of economic failure. The marketing strategies, I
could say is very impressive and excellent.