The document provides an overview of the Coca-Cola company and its history of advertising. Some key points:
- Coca-Cola was founded in 1892 and is the world's largest beverage company, selling over 3,500 drinks worldwide. It is headquartered in Atlanta.
- Early advertising included coupons and promotional items in the 1880s. In the 1970s, ads focused on fun and friendship. Famous slogans include "I'd Like to Buy the World a Coke."
- Coca-Cola uses various advertising channels including TV, print, billboards, internet, product placement and sponsorships. Major campaigns aim to increase brand awareness and showcase emotions.
L/C là chữ viết tắt Letter of Credit - thư tín dụng : có nghĩa là ngườii mua ký quỹ một số tiền ở ngân hàng bên mua để NH bên mua đảm bảo cho việc thanh toán (tương tự như là mình đặt cọc trước vậy) khi bên bán giao hàng đúng các điều khoản trọng L/C qui định thì ngân hàng sẽ thanh toán tiền cho bên mua. Nếu người bán thực hiện chưa đúng thì tùy trường hợp mà bên bán có quyền từ chối nhận hàng (bên mua phài trả phí bất hợp lệ cho bộ chứng từ).
Trình tự thực hiện thư tín dụng:
1. Người nhập khẩu làm đơn xin mở thư tín dụng cho người xuất khẩu hưởng
2. Căn cứ vào đơn xin mở NH mở sẽ mở 1 L/C thông qua ngân hàng thông báo ở nước xuất khẩu để báo cho người XK biết
3. Khi nhận được bản gốc thư tín dụng ngân hàng thông báo sẽ chuyển ngay cho người xuất khẩu
4. Người XK nếu chấp nhận thư tín dụng thì tiến hành giao hàng
5. Sau khi giao hàng người XK lập bộ chứng từ theo yêu cầu của L/C xuất trình đến NH thông báo để gửi đến NH mở đòi tiền
6. NH mở kiểm tra L/C thấy phù hợp thì trả tiền
7. NH mở L/C đòi tiền người NK và chuyển chứng từ cho người nhập khẩu sau khi nhận được tiền
8. Người NK kiểm tra L/C nếu thấy phù hợp thì trả tiền và nhận chứng từ để đi nhận hàng.
Tiểu luận kinh doanh Quốc tế, Nghiên cứu công ty Nike và bài học kinh nghiệm. Để hiểu rõ môi trường kinh doanh, hoạt động kinh doanh quốc tế của Nike để từ đó đưa ra các bài học và giải pháp cho các doanh nghiệp giày dép của Việt Nam, đề tài này sẽ đi sâu phân tích các phần chính sau:
L/C là chữ viết tắt Letter of Credit - thư tín dụng : có nghĩa là ngườii mua ký quỹ một số tiền ở ngân hàng bên mua để NH bên mua đảm bảo cho việc thanh toán (tương tự như là mình đặt cọc trước vậy) khi bên bán giao hàng đúng các điều khoản trọng L/C qui định thì ngân hàng sẽ thanh toán tiền cho bên mua. Nếu người bán thực hiện chưa đúng thì tùy trường hợp mà bên bán có quyền từ chối nhận hàng (bên mua phài trả phí bất hợp lệ cho bộ chứng từ).
Trình tự thực hiện thư tín dụng:
1. Người nhập khẩu làm đơn xin mở thư tín dụng cho người xuất khẩu hưởng
2. Căn cứ vào đơn xin mở NH mở sẽ mở 1 L/C thông qua ngân hàng thông báo ở nước xuất khẩu để báo cho người XK biết
3. Khi nhận được bản gốc thư tín dụng ngân hàng thông báo sẽ chuyển ngay cho người xuất khẩu
4. Người XK nếu chấp nhận thư tín dụng thì tiến hành giao hàng
5. Sau khi giao hàng người XK lập bộ chứng từ theo yêu cầu của L/C xuất trình đến NH thông báo để gửi đến NH mở đòi tiền
6. NH mở kiểm tra L/C thấy phù hợp thì trả tiền
7. NH mở L/C đòi tiền người NK và chuyển chứng từ cho người nhập khẩu sau khi nhận được tiền
8. Người NK kiểm tra L/C nếu thấy phù hợp thì trả tiền và nhận chứng từ để đi nhận hàng.
Tiểu luận kinh doanh Quốc tế, Nghiên cứu công ty Nike và bài học kinh nghiệm. Để hiểu rõ môi trường kinh doanh, hoạt động kinh doanh quốc tế của Nike để từ đó đưa ra các bài học và giải pháp cho các doanh nghiệp giày dép của Việt Nam, đề tài này sẽ đi sâu phân tích các phần chính sau:
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
The PowerPoint presentation delves into the Silicon Valley Bank crisis, offering a comprehensive analysis of the challenges that unfolded and their subsequent implications. Beginning with an introduction to Silicon Valley Bank's pivotal role in the technology and innovation sector, the presentation establishes a detailed timeline of events leading up to and during the crisis. A critical examination of the root causes, both internal and external, sheds light on the factors that precipitated the turmoil. The subsequent slide explores the far-reaching impact of the crisis on Silicon Valley's ecosystem, affecting startups, venture capital, and the broader technology industry. Regulatory responses and changes in oversight following the crisis are discussed, providing insights into the evolving landscape of financial regulations. The presentation also reflects on the lessons learned from the crisis, both for Silicon Valley Bank and the industry at large, and examines the strategies employed for recovery. Industry-wide implications, future outlook, and ongoing challenges are presented to provide a holistic understanding of the crisis's enduring effects. The presentation concludes by inviting questions and fostering discussion, encouraging participants to contribute to the discourse on the Silicon Valley Bank crisis.
coca cola company.its history,its old methods of advertisement ,promotional activities of coca cola and its sponsorship in sports and other places,SWOT analysis of coca cola.
Liên hệ page để tải tài liệu
https://www.facebook.com/garmentspace
My Blog: http://congnghemayblog.blogspot.com/
http://congnghemay123.blogspot.com/
Từ khóa tìm kiếm tài liệu : Wash jeans garment washing and dyeing, tài liệu ngành may, purpose of washing, definition of garment washing, tài liệu cắt may, sơ mi nam nữ, thiết kế áo sơ mi nam, thiết kế quần âu, thiết kế veston nam nữ, thiết kế áo dài, chân váy đầm liền thân, zipper, dây kéo trong ngành may, tài liệu ngành may, khóa kéo răng cưa, triển khai sản xuất, jacket nam, phân loại khóa kéo, tin học ngành may, bài giảng Accumark, Gerber Accumarkt, cad/cam ngành may, tài liệu ngành may, bộ tài liệu kỹ thuật ngành may dạng đầy đủ, vật liệu may, tài liệu ngành may, tài liệu về sợi, nguyên liệu dệt, kiểu dệt vải dệt thoi, kiểu dệt vải dệt kim, chỉ may, vật liệu dựng, bộ tài liệu kỹ thuật ngành may dạng đầy đủ, tiêu chuẩn kỹ thuật áo sơ mi nam, tài liệu kỹ thuật ngành may, tài liệu ngành may, nguồn gốc vải denim, lịch sử ra đời và phát triển quần jean, Levi's, Jeans, Levi Straus, Jacob Davis và Levis Strauss, CHẤT LIỆU DENIM, cắt may quần tây nam, quy trình may áo sơ mi căn bản, quần nam không ply, thiết kế áo sơ mi nam, thiết kế áo sơ mi nam theo tài liệu kỹ thuật, tài liệu cắt may,lịch sử ra đời và phát triển quần jean, vải denim, Levis strauss cha đẻ của quần jeans. Jeans skinny, street style áo sơ mi nam, tính vải may áo quần, sơ mi nam nữ, cắt may căn bản, thiết kế quần áo, tài liệu ngành may,máy 2 kim, máy may công nghiệp, two needle sewing machine, tài liệu ngành may, thiết bị ngành may, máy móc ngành may,Tiếng anh ngành may, english for gamrment technology, anh văn chuyên ngành may, may mặc thời trang, english, picture, Nhận biết và phân biệt các loại vải, cotton, chiffon, silk, woolCÁCH MAY – QUY CÁCH LẮP RÁP – QUY
Nhận viết luận văn đại học, thạc sĩ trọn gói, chất lượng, LH ZALO=>0909232620
Tham khảo dịch vụ, bảng giá tại: https://baocaothuctap.net
Download luận văn tóm tắt ngành quản trị kinh doanh với đề tài: Chính sách marketing đối với hoạt động tín dụng bán lẻ tại Chi nhánh Ngân hàng TMCP Đầu tư và Phát triển Kon Tum, cho các bạn làm luận văn tham khảo
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
The PowerPoint presentation delves into the Silicon Valley Bank crisis, offering a comprehensive analysis of the challenges that unfolded and their subsequent implications. Beginning with an introduction to Silicon Valley Bank's pivotal role in the technology and innovation sector, the presentation establishes a detailed timeline of events leading up to and during the crisis. A critical examination of the root causes, both internal and external, sheds light on the factors that precipitated the turmoil. The subsequent slide explores the far-reaching impact of the crisis on Silicon Valley's ecosystem, affecting startups, venture capital, and the broader technology industry. Regulatory responses and changes in oversight following the crisis are discussed, providing insights into the evolving landscape of financial regulations. The presentation also reflects on the lessons learned from the crisis, both for Silicon Valley Bank and the industry at large, and examines the strategies employed for recovery. Industry-wide implications, future outlook, and ongoing challenges are presented to provide a holistic understanding of the crisis's enduring effects. The presentation concludes by inviting questions and fostering discussion, encouraging participants to contribute to the discourse on the Silicon Valley Bank crisis.
coca cola company.its history,its old methods of advertisement ,promotional activities of coca cola and its sponsorship in sports and other places,SWOT analysis of coca cola.
Liên hệ page để tải tài liệu
https://www.facebook.com/garmentspace
My Blog: http://congnghemayblog.blogspot.com/
http://congnghemay123.blogspot.com/
Từ khóa tìm kiếm tài liệu : Wash jeans garment washing and dyeing, tài liệu ngành may, purpose of washing, definition of garment washing, tài liệu cắt may, sơ mi nam nữ, thiết kế áo sơ mi nam, thiết kế quần âu, thiết kế veston nam nữ, thiết kế áo dài, chân váy đầm liền thân, zipper, dây kéo trong ngành may, tài liệu ngành may, khóa kéo răng cưa, triển khai sản xuất, jacket nam, phân loại khóa kéo, tin học ngành may, bài giảng Accumark, Gerber Accumarkt, cad/cam ngành may, tài liệu ngành may, bộ tài liệu kỹ thuật ngành may dạng đầy đủ, vật liệu may, tài liệu ngành may, tài liệu về sợi, nguyên liệu dệt, kiểu dệt vải dệt thoi, kiểu dệt vải dệt kim, chỉ may, vật liệu dựng, bộ tài liệu kỹ thuật ngành may dạng đầy đủ, tiêu chuẩn kỹ thuật áo sơ mi nam, tài liệu kỹ thuật ngành may, tài liệu ngành may, nguồn gốc vải denim, lịch sử ra đời và phát triển quần jean, Levi's, Jeans, Levi Straus, Jacob Davis và Levis Strauss, CHẤT LIỆU DENIM, cắt may quần tây nam, quy trình may áo sơ mi căn bản, quần nam không ply, thiết kế áo sơ mi nam, thiết kế áo sơ mi nam theo tài liệu kỹ thuật, tài liệu cắt may,lịch sử ra đời và phát triển quần jean, vải denim, Levis strauss cha đẻ của quần jeans. Jeans skinny, street style áo sơ mi nam, tính vải may áo quần, sơ mi nam nữ, cắt may căn bản, thiết kế quần áo, tài liệu ngành may,máy 2 kim, máy may công nghiệp, two needle sewing machine, tài liệu ngành may, thiết bị ngành may, máy móc ngành may,Tiếng anh ngành may, english for gamrment technology, anh văn chuyên ngành may, may mặc thời trang, english, picture, Nhận biết và phân biệt các loại vải, cotton, chiffon, silk, woolCÁCH MAY – QUY CÁCH LẮP RÁP – QUY
Nhận viết luận văn đại học, thạc sĩ trọn gói, chất lượng, LH ZALO=>0909232620
Tham khảo dịch vụ, bảng giá tại: https://baocaothuctap.net
Download luận văn tóm tắt ngành quản trị kinh doanh với đề tài: Chính sách marketing đối với hoạt động tín dụng bán lẻ tại Chi nhánh Ngân hàng TMCP Đầu tư và Phát triển Kon Tum, cho các bạn làm luận văn tham khảo
"A study of digital marketing services" -summer internship projectMarketerBoard
Introduction
To begin with, as a part of the curriculum a summer internship programme was to be conducted for a period of two months. Given a choice one was allowed to choose the field in which he/she was interested. As my interest and curiosity was in online or digital marketing I choose to work with a startup company named Return on web. Return on web is three year old Pune based online marketing & web development firm focused on providing you business-centric strategic solutions to the companies. I choose the startup company because with start I can explore myself and why digital marketing? Because it is booming industry, the growth of digital marketing is tremendous and expected to grow more.
Due to this summer internship, I learnt every aspect of digital marketing include (business development process, content writing, social media). The company asks me to do their competitive research and told to found return on web USP. And research of our target segments digital habits. With the help of the research we got a flow of what are the major criteria’s we need to have. One had to identify various sectors in the market that actually have a need of digital marketing services. And then your task is to approach them before your competitors.
Digital marketing startup companies follow a standard process of approaching clients. There are certain steps which cannot be altered or skipped. These are followed in sequences and executed after evaluating the process again and again. In digital marketing your team should be strong enough to deliver what your client expecting, as under digital marketing everyone work is interconnected and with a team only one campaign can get ready.
An extensive literature review is done on the concepts and theories related to web advertising. A review of Research papers, articles is undertaken to take note of and acknowledge work that has been done in the field of web advertising as such. The Researcher has collected secondary data from reputed Journals and Magazines, Newspapers, articles, Internet websites and Archives. The Researcher has visited
Libraries in Pune and out of Pune, to collect literature.The researcher has identified seven research papers along with thirteen articles published in renowned journals on various topics such as Web ad, Web based ad market, E-commerce impact, trends of online marketing, consumer attitude to Web ad and sales/marketing strategy
It was an amazing experience working virtually and on field. I came to many new terminologies of digital marketing, corporate world etc. The project contain the task which has been done by me during my internship as well as what I have learnt from it.
Digital Marketing is an alternative terms for online marketing or e-marketing. There is no difference between online marketing and digital marketing but a few experts also make a few difference between both type marketing as they have said that digital marketing bears of virtual products but online marketing carries virtual and physical products. Business and marketing has been redirected to online presence either physical or digital products because World Wide Web has become common household name around the globe. Normally customers and clients check their needs online either physical products or digital products.
Project Report on Digital Media Marketing Asams VK
Internship Report on Digital media Marketing. This report explains the importance of digital media marketing in present era and this report will help the reader to get an idea about the Industry, Indian population and digital media, Duties and responsibility of client servicing executives in an agency, Steps involved in client servicing and Consumer buying behaviour in the digital era. After reading the whole report the reader can able to understand the reason behind growing digital media marketing
Here’s when was Coke founded and everything around it!: 1. The Founding of Coca-Cola, 2. The Birth of the Coca-Cola Brand, 3. Early Success and Expansion, 4. Coca-Cola Recipe, 5. Global Expansion, 6. Role of Advertising, 7. Key Milestones.
The Coca-Cola Company produced and manufactured a carbonated soft drink as a regular beverage namely Coca-Cola or Coke. It was invented by John Stith Pemberton in Atlanta, Georgia in the late 19th century. The beverage was originally marketed as an abstention drink planned to be as a patent medicine.
CASE STUDY ON COCA – COLA’S LOSING CHARM AND GLORY IN INTERNATIONAL MARKETSVARUN KESAVAN
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavoured syrup, took it to his neighbourhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca-Cola” as well as designing the trademarked, distinct script, still used today.
Prior to his death in 1888, just two years after creating what was to become the world’s #1-selling sparkling beverage, Dr. Pemberton sold portions of his business to various parties, with the majority of the interest sold to Atlanta businessman, As a G. Candler. Under Mr. Candler’s leadership, distribution of Coca-Cola expanded to soda fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca-Cola and the desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the rear of his Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Large scale bottling was made possible just five years later, when in 1899, three enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-Cola. The three entrepreneurs purchased the bottling rights from As a Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca-Cola worldwide bottling system.
Coca-cola has manifested its expedition in the cola industry over 130 years now.
The world’s most valuable non-technology brand that has built its way from making soft drinks to bottled water, milk, juices and ice-tea coffee.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Coca Cola Branding Strategy and strategic marketing plan
Introduction to coca cola
1. An Introduction the company: Coca-Cola
The Coca-Cola Company founded in 1892, is the world’s largest soft drink maker. It sells
more than 3,500 products worldwide.
The company owns or licenses and markets more than 500 non-alcoholic beverage
brands. Coca-Cola’s product portfolio mostly comprises sparkling or carbonated
beverages. It also includes still or non-carbonated beverages like bottled water, juices,
ready-to-drink teas and coffees, and energy and sports drinks.
Headquartered in Atlanta, Georgia, the company has over 130,600 employees working
across more than 200 countries.
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John
S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at
soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy,
where it was mixed with carbonated water and deemed “excellent” by those who
sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited
with naming the beverage “Coca‑Cola” as well as designing the trademarked, distinct
script, still used today.
The first servings of Coca‑Cola were sold for 5 cents per glass. During the first year, sales
averaged a modest nine servings per day in Atlanta. Today, daily servings of
Coca‑Cola beverages are estimated at 1.9 billion globally.
Prior to his death in 1888, just two years after creating what was to become the world’s
#1-selling sparkling beverage, Dr. Pemberton sold portions of his business to various
parties, with the majority of the interest sold to Atlanta businessman, Asa G. Candler.
Under Mr. Candler’s leadership, distribution of Coca‑Cola expanded to soda fountains
beyond Atlanta. In 1894, impressed by the growing demand for Coca‑Cola and the
desire to make the beverage portable, Joseph Biedenharn installed bottling machinery
in the rear of his Mississippi soda fountain, becoming the first to put Coca‑Cola in
bottles. Large scale bottling was made possible just five years later, when in 1899, three
enterprising businessmen in Chattanooga, Tennessee secured exclusive rights to bottle
and sell Coca‑Cola. The three entrepreneurs purchased the bottling rights from Asa
Candler for just $1. Benjamin Thomas, Joseph Whitehead and John Lupton developed
what became the Coca‑Cola worldwide bottling system.
Among the biggest challenges for early bottlers, were imitations of the beverage by
competitors coupled with a lack of packaging consistency among the 1,000 bottling
plants at the time. The bottlers agreed that a distinctive beverage needed a standard
and distinctive bottle, and in 1916, the bottlers approved the unique contour bottle. The
2. new Coca‑Cola bottle was so distinctive it could be recognized in the dark and it
effectively set the brand apart from competition. The contoured Coca‑Cola bottle was
trademarked in 1977. Over the years, the Coca‑Cola bottle has been inspiration for
artists across the globe — a sampling of which can be viewed at the World of
Coca‑Cola in Atlanta. Check out a preview of the latest art exhibit.
The first marketing efforts in Coca‑Cola history were executed through coupons
promoting free samples of the beverage. Considered an innovative tactic back in
1887, couponing was followed by newspaper advertising and the distribution of
promotional items bearing the Coca‑Cola script to participating pharmacies.
Fast forward to the 1970s when Coca‑Cola’s advertising started to reflect a brand
connected with fun, friends and good times. Many fondly remember the 1971 Hilltop
Singers performing “I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a
Smile” commercial featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”,
a refreshing bottle of Coca‑Cola. You can enjoy these and many more advertising
campaigns from around the world in the Perfect Pauses Theater at the World of
Coca‑Cola.
Coca-Cola (often referred to simply as Coke) is a carbonated soft drink produced by
The Coca-Cola Company of Atlanta, Georgia. Originally intended as a patent
medicine, it was invented in the late 19th century by John Pemberton.
Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing
tactics led Coke to its dominance of the world soft-drink market throughout the 20th
century. The name refers to two of its original ingredients: kola nuts, a source of
caffeine, and coca leaves. The current formula of Coca-Cola remains a trade secret,
although a variety of reported recipes and experimental recreations have been
published.
Advertising of Coca Cola
Coca-Cola's advertising has significantly affected American culture, and it is frequently
credited with inventing the modern image of Santa Claus as an old man in a red-and-
white suit. Although the company did start using the red-and-white Santa image in the
1930s, with its winter advertising campaigns illustrated by Haddon Sundblom, the motif
was already common.
Coca-Cola was not even the first soft drink company to use the modern image of Santa
Claus in its advertising: White Rock Beverages used Santa in advertisements for its ginger
ale in 1923, after first using him to sell mineral water in 1915.
3. Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to
sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the
young Bostonian actress Hilda Clark as its spokeswoman.
1941 saw the first use of the nickname "Coke" as an official trademark for the product,
with a series of advertisements informing consumers that "Coke means Coca-Cola". In
1971 a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing",
produced by Billy Davis, became a hit single.
Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that
everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true
in southern areas of the United States, such as Atlanta, where Coke was born.
Some Coca-Cola television commercials between 1960 through 1986 were written and
produced by former Atlanta radio veteran Don Naylor (WGST 1936–1950, WAGA 1951–
1959) during his career as a producer for the McCann Erickson advertising agency.
Many of these early television commercials for Coca-Cola featured movie stars, sports
heroes and popular singers.
Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She
filmed three commercials for the company. During 1994, to commemorate her five
years with the company, Coca-Cola issued special Selena coke bottles.[98]
The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting
Coke-product images into many of its films. After a few early successes during Coca-
Cola's ownership, Columbia began to under-perform, and the studio was sold to Sony in
1989.
Coca-Cola has gone through a number of different advertising slogans in its long
history, including "The pause that refreshes", "I'd like to buy the world a Coke", and
"Coke is it".
In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where
consumers earn points by entering codes from specially marked packages of Coca-
Cola products into a website. These points can be redeemed for various prizes or
sweepstakes entries.
In Australia in 2011, Coca-Cola began the "share a Coke" campaign, where the Coca-
Cola logo was replaced on the bottles and replaced with first names. Coca-Cola used
4. the 150 most popular names in Australia to print on the bottles. The campaign was
paired with a website page, Facebook page and an online "share a virtual Coke". The
same campaign was introduced to Coca-Cola, Diet Coke & Coke Zero bottles and
cans in the UK in 2013.
Coca-Cola has also advertised its product to be consumed as a breakfast beverage,
instead of coffee or tea for the morning caffeine.
Advertising Objectives of Coca Cola
Followings are the objectives of advertising in Coca Cola.
Broad Objectives:
1. To enhance organizational effectiveness. 2. To generate greater profits.
3. To improve competitive position.
Specific Objectives:
1. To increase sales.
2. To increase the level of awareness of a given product from current level. 3. To
generate responses.
Sub-Objectives:
1. To convey information.
2. To create desire.
3. To improve the image of product.
4. To offset the effects of a price variation.
5. Launch of New Products and Services:
6. Expansion of the Market to Include the New Users:
7. Announcement of a Product Modification
8. Announcement of a Special Offer:
9. Reminder Campaigns:
10. To Seek Dealer Cooperation and Motivation:
11. To Create Brand Preference:
5. Coca-Cola’s Ad Strategy:- Taste The Feeling
The tactics we will use include using 20-30 TV commercials so that we can build an
impression on our target audience as well as create an image of the Coca-Cola brand.
Our number one goal would be to advertise during Primetime television hours because
our target audience would most likely be watching during these hours. We would also
include early and late fringe TV so we can catch the younger audience of 18 years and
up.
For Broadcast TV, Coca-Cola will advertise heavily during Primetime television
hours because we are more likely to reach our target customer but also increase brand
awareness of the product to the masses. TV sitcom shows like NBC’s, Friends, ABC’s The
Bachelor, CBS’s CSI Miami, and FOX’s American Idol are shows that would reach our
target audience as well as many other people. We will also advertise during early fringe
hours because of the many mothers who have young children that come home from
school at this time and happen to watch some TV with their children. When the mothers
have time to watch their own shows, advertising on shows like The Oprah Winfrey Show
would reach this audience. Also advertising during late night TV would catch our
younger, adult audience of 18-25 year olds. This audience is most likely to stay up late
and watch shows like The David Letterman Show or The Tonight Show with Jay Leno.
The types of commercials that would be shown are 20-30 seconds and would
include young, fresh faces and celebrities and also, they would focus on people’s
emotions. Young, fresh faces are effective to show that drinking Coca-Cola will allow
our consumer to have a good time. Celebrities are currently being seen in TV
commercials such as actors Courtney Cox, Penelope Cruz, and rapper Missy Elliot.
These commercials are successful, so we would follow using this format. Concentrating
on emotions is also important because people already know the Coca-Cola product,
so we want to show how good Coca-Cola can make our consumer feel and how it
can fill anyone’s day with joy and fun.
For Print ads, we will mostly use one-page full ads. We think this is sufficient
because most people know the Coca-Cola brand name and using anything bigger
than a full page would be unnecessary. We will have colorful ads, mostly with red
backgrounds so people can associate the Coca-Cola red can with the ads. Red is also
attention grabbing and it would be great as a background to offset a group of smiling
people or a full bottle of Coca-Cola. Print ads offer many ways to be creative at a
lower cost than TV commercials. Another great idea is to use a full page ad on the
back of a magazine because this is good placement for getting attention.
The print ads would be inserted in the top 10 magazines that are read by our
target consumers. Examples of these would be Cosmopolitan, Glamour, and Redbook
for our target, women consumers. For men, Maxim, Sports Illustrated, and Surfer
6. Magazine would be used. These are all very popular magazines that are read by our
target consumers.
For Billboards we would most likely place them in heavily populated cities like Los
Angeles so that Coca-Cola could get as much exposure as possible. The billboards
would feature the Coca-Cola logo with the red background and a large bottle of the
product so that when people drive and see the signs, it will appeal to them.
As for Internet advertising, Coca-Cola would use the new types of pop-up ads to get
the most attention from people that may not pay attention to the TV commercials or
the other types of ads. These would also be good for the younger, teenage crowd who
spend a lot of time online. The pop-up ads would actually look like they are coming out
at you. For example, if you are checking your e-mail, a Coca-Cola bottle would appear
and then the bottle would open up and you would see the bottle being poured. The
Coca-Cola would look like it was actually pouring onto the screen. Other ways to use
the Internet would be to show a celebrity drinking the Coca-Cola or have the headline
inviting the consumer to visit the Coca-Cola website to get a coupon or some other
type of promotional deal.
Product Placement is very important because it can be a great impact for the product.
We would place Coca-Cola products in such shows as Friends and Will and Grace and
any other show that is popular with our target audience. The characters of these shows
would be using the product or the product would be placed throughout the set;
anywhere the audience could see it.
Effective Media of Advertising and Target Audience
Television advertising :- The first television ad created for The Coca-
Cola Company was produced in conjunction with a television special featuring Edgar
Bergen and Charlie McCarthy on Thanksgiving Day, 1950. The sponsorship of this
program and its advertising were both by the D'Arcy Agency of St. Louis. D'Arcy had
been the advertising agency for The Coca-Cola Company since 1906, when William C.
D'Arcy persuaded Coca-Cola to begin a newspaper campaign. From that modest
beginning developed a fifty-year relationship. For much of that time, Arthur (Archie) Lee
was the creative chief at D'Arcy who oversaw the account and created such
memorable slogans for Coca-Cola as "the pause that refreshes."
Television advertising was initially an experimental medium for The Coca-
Cola Company and D'Arcy. Both struggled to develop a strategy to reach consumers
effectively at a time when few cities had television stations. One approach was through
sponsored programs that offered the opportunity for The Coca-Cola Company to
expand relationships with performers from its radio programming. The initial Edgar
Bergen special was quickly followed by sponsorship of Walt Disney's television premiere
7. on Christmas Day, 1950, One Hour in Wonderland, and the next three years saw Coca-
Cola sponsor the Western genre program The Adventures of Kit Carson and Coke Time
with Eddie Fisher, a variety program.
In 1993, The Coca-Cola Company made a dramatic shift in its advertising by
introducing the "Always Coca-Cola" campaign, by Creative Artists Agency and later
Edge Creative. The campaign was a diverse one, with an initial run of twenty-seven
commercials designed to appeal to specific audiences. The ads ran around the world
and included a variety of innovative technical approaches, such as computer
animation. One such commercial, "Northern Lights," introduced what would become
one of the most popular symbols of Coca-Cola advertising: the animated polar bear.
Mr. Stewart enlisted the help of animation company Rhythm & Hues to bring the bears
to life. With advanced computers and state-of-the-art graphic programs, each ad
required some twelve weeks to produce from beginning to end.
Numerous other ads in the "Always Coca-Cola" campaign were introduced over the
course of the next seven years (1993-2000). Appealing to people's enjoyment of the
cola taste and the refreshment it provides, the commercials used a variety of
approaches—humor, music, stories, animation, and even Shakespearean parody—in
an effort to build on the emotional connection between Coca-Cola and its consumers.
Direct mail advertising
Coca-Cola has an ambitious plan for its Super Bowl ad. "Our goal is to inspire America
to become a collective force for positivity," Jennifer Healan, Coca-Cola's group
director of integrated marketing content, said Monday on the marketer's corporate
blog, which previewed the 60-second spot.
The ad, by Wieden & Kennedy, Portland, will "tackle the pervasive negativity polluting
social media feeds and comment threads across the Internet," the company stated. At
the end of the spot Coke will tout the hashtag, "#MakeItHappy," as "a call to action to
promote positivity both online and in the real world.
Signage and billboard advertising
8. Beyond Billboards: These Outdoor Ads Take Creativity to New Heights From the
painted wall signs of the 1890s, to neon spectaculars dotting some of the world’s most
majestic skylines, outdoor ads have always featured prominently in Coke’s marketing
mix. Billboards and other signage have only a few seconds (or less) to catch the
collective eye of motorists or pedestrians, which means brands must take bold,
envelope-pushing steps to make a lasting impression in an increasingly message-
saturated marketplace.
Take a look at the slideshow above for a few
of the most innovative outdoor ads TheCoca-
Cola Company has produced in recent years.
And be sure to post your favorites in the
comments section below.
Sponsorship advertising:-
Coca-Cola has a long history of sports
sponsorship including the Olympic Games, football, tennis and Special Olympics. Coca-
Cola has been involved with the Olympic Games since 1928. It has been sponsoring the
football World Cup since 1978 and is actively involved with the Wimbledon
Championships. Coca-Cola's support is at all levels.
In 1993, Coca-Cola became sponsors of The Coca-Cola Cup in England, with Scotland
following in 1994. Support is also provided for the English National Football Team and
the Scottish International Youth Teams with a grass roots programme for mini-soccer
with the Football Association Development Programme. The 'Always Coca-Cola'
campaign theme has been used worldwide to reinforce the universality of the brand
which is 'always' there. However, different advertisements are also made for each
market. This enables Coca-Cola to choose the most relevant advertisements for its
consumers and to choose how and when they should appear.
In Great Britain, for example, where football is a national passion, 'Eat Football, Sleep
Football, Drink Coca-Cola' is a massively successful advertising campaign reinforcing
the link between Coca-Cola and football while continuing the brand's support of the
game and fans.
Target audience of Coca Cola:-
9. The target demographic for Coca-Cola is extensive and broad due to product appeal
and popularity. Given careful consideration and after researching and analyzing
consumer age, household size, marital status, and income, the best target markets for
Coca-Cola, are 18-34 year-olds and those who live in households of 3 or more.
18-34 year-olds are chosen due to their high ranks and volume potential.
Considering the option of only targeting 18-24 year-olds is not a large enough target for
Coca-Cola due to the brand popularity and consumer base that is already established.
For this reason, taking the first two highest ranking consumer age groups and combining
them is the best option. Also, targeting households of 3 or more is an excellent option
due to the high rank (109) and very high volume potential (7,122,605) of this particular
demographic within the Household Size category.
Table One: Target Markets
Category
A
(‘000)
B
% of Users
D
Index
Rank
within
category
AxD
(VP)
Rank
within
category
18-24 17381 16.0 123 1 2,197,863 3
25-34 28605 26.4 114 2 3,260,970 1
3 Person or
more
65345 60.3 109 1 7,122,605 1
Within the age demographics, the combination of the first two categories gives
a larger target that best reflects the existing consumer market for Coca-Cola.
However, it is best to assign different weights to these two categories as follows: primary
target ages 25-34 at 70% due to its significantly higher volume potential (3,260,970) then
the 18-24 category (2,197,863). As a result, the 18-24 category will be denoted as the
secondary target age group at a weight of 30%.
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