Coca-Cola launched its "Share a Coke" campaign in 2014 to increase sales among US teenagers. It personalized Coke bottles and cans with 250 popular names to create a personal connection. The campaign was highly successful on social media, driving engagement rates up significantly. It increased Coke revenue 11% over the previous year and reached more teens than any other market. The campaign was so effective because it engaged teens through personalized packaging and social media sharing.
- The document discusses Coca-Cola's campaign in Australia, where 50% of teenagers had never tasted Coke and sales were decreasing.
- The campaign's objective was to increase Coke consumption by attracting and connecting with young people.
- The strategy involved asking people to "Share a Coke" with someone important to them by having names printed on bottles. Social media was used to promote sharing Coke and leaving messages.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
The #ShareaCoke campaign by Coca-Cola had three objectives: raise awareness of Coca-Cola, increase summer consumption, and encourage positive talk about the brand. The campaign personalized Coke cans with names and encouraged people to give Coke cans as a way to connect with friends and family. It utilized TV commercials, viral videos, activations, and social media to promote sharing Coke over the summer period from June to August 2014. The campaign was successful in grabbing attention and fitting with the brand's messaging around personalization and sharing.
Coca-Cola is the largest beverage company in the world with a market share of 49%. It has a strong brand and large market presence globally as well as in Pakistan. The document discusses Coca-Cola's history, products, market share by region, strategic planning, SWOT analysis, and competitive advantage. It notes that Coca-Cola has the strongest brand value internationally and is the dominant player in the beverage industry, but faces threats from local competitors in Pakistan and increasing health consciousness.
Coca-Cola has been in business since 1886 and is currently the world's leading beverage company operating in over 200 countries. The document outlines Coca-Cola's marketing strategy, which includes targeting both young consumers aged 16-30 as well as expanding into the mid-age demographic with more purchasing power. The strategy aims to increase sales volume and market share through new product positioning, making consumers aware of different Coke varieties, and emphasizing that Coke can be enjoyed on any occasion.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
The Coca-Cola "Share a Coke" campaign in Australia printed 150 popular names on Coke bottles to help reunite Australians and encourage connection. The campaign achieved over 18 million media impressions and saw a large increase in traffic and engagement on Coca-Cola's Facebook page. In the UAE, Coca-Cola installed "Hello Happiness" phone booths that allowed people to make free international calls using bottle cap credits, connecting families and achieving positive social media responses. In India and Pakistan, Coca-Cola's "Small World Machine" used interactive touch screens to allow direct visual connections between citizens of the divided nations for the first time.
- The document discusses Coca-Cola's campaign in Australia, where 50% of teenagers had never tasted Coke and sales were decreasing.
- The campaign's objective was to increase Coke consumption by attracting and connecting with young people.
- The strategy involved asking people to "Share a Coke" with someone important to them by having names printed on bottles. Social media was used to promote sharing Coke and leaving messages.
Case study: Share a Coke Campaign Post-analysis
Campaign: Share a Coke
Client: Coca-Cola
Agencies: Naked, Ogilvy, Wunderman, Ikon, Fuel, Urban, Momentum, One Green Bean
The #ShareaCoke campaign by Coca-Cola had three objectives: raise awareness of Coca-Cola, increase summer consumption, and encourage positive talk about the brand. The campaign personalized Coke cans with names and encouraged people to give Coke cans as a way to connect with friends and family. It utilized TV commercials, viral videos, activations, and social media to promote sharing Coke over the summer period from June to August 2014. The campaign was successful in grabbing attention and fitting with the brand's messaging around personalization and sharing.
Coca-Cola is the largest beverage company in the world with a market share of 49%. It has a strong brand and large market presence globally as well as in Pakistan. The document discusses Coca-Cola's history, products, market share by region, strategic planning, SWOT analysis, and competitive advantage. It notes that Coca-Cola has the strongest brand value internationally and is the dominant player in the beverage industry, but faces threats from local competitors in Pakistan and increasing health consciousness.
Coca-Cola has been in business since 1886 and is currently the world's leading beverage company operating in over 200 countries. The document outlines Coca-Cola's marketing strategy, which includes targeting both young consumers aged 16-30 as well as expanding into the mid-age demographic with more purchasing power. The strategy aims to increase sales volume and market share through new product positioning, making consumers aware of different Coke varieties, and emphasizing that Coke can be enjoyed on any occasion.
The presentation covers Brand elements of Coca Cola, which are describe in detail. Information related to its Brand elements are shown here. I hope this will help you.
The Coca-Cola "Share a Coke" campaign in Australia printed 150 popular names on Coke bottles to help reunite Australians and encourage connection. The campaign achieved over 18 million media impressions and saw a large increase in traffic and engagement on Coca-Cola's Facebook page. In the UAE, Coca-Cola installed "Hello Happiness" phone booths that allowed people to make free international calls using bottle cap credits, connecting families and achieving positive social media responses. In India and Pakistan, Coca-Cola's "Small World Machine" used interactive touch screens to allow direct visual connections between citizens of the divided nations for the first time.
Marketing failures tells us how even the most brilliant marketers commit mistakes which can turn into major failures for brands. The first deck on marketing failures describes what is sometimes known as the "Biggest Marketing Blunder of All Times". Hard to believe that it comes from one of the best marketers of current time, Coca-Cola. How the introduction of New Coke after abandoning its century-old beverage backfired and what led to that decision are some of the points dicussed.
project of hindustan coca cola beverages pvt. ltd copyjadav vishal
This document is a project report on the sales and distribution management of Coca Cola in India. It provides background on Coca Cola's history starting in 1886, its entry into India in 1993, and current operations in India. The Coca Cola system in India includes Coca Cola India Pvt Ltd, a company owned bottling entity, 13 licensed bottling partners, over 7,000 distributors and 2.2 million retailers across India. It discusses Coca Cola's products, promotional strategies, distribution channels, pricing, recruitment, training, warehousing, and competitors in India such as PepsiCo and Parle Agro.
This document compares the brand strategies of Pepsi and Coke in India. It notes that Pepsi focuses more on being a youth and lifestyle brand, while Coke positions itself as more family-friendly. It also analyzes the companies' financial performance over 5 years, market share in India, and recommends strategies for Pepsi to increase sales in India by 10% such as CSR initiatives, festive offers, and price reductions.
The document provides a detailed case study and history of Coca-Cola, including its origins in the 1880s, branding, logo development, expansion globally over time, competitors like Pepsi, and marketing campaigns. It analyzes a 2011 Coca-Cola Christmas television advert, discussing its content, target audience, costs, legal/ethical considerations, and production process. The document contains a wealth of information about Coca-Cola and the case study advert.
A Study on Consumers' Preference Towards Soft Drinks ProductSanthosh Madheswaran
The document discusses a study conducted on consumers' preferences towards soft drink products. It focuses on Coca Cola brands. 150 respondents participated in a survey. Key findings include:
1) Most respondents purchase soft drinks monthly for family use and buy cola and mango drinks.
2) Coca Cola and Slice were the most preferred cola and mango brands respectively due to taste.
3) Purchases mostly occurred during offer periods when 5-10 litres would be bought from supermarkets.
4) Factors like taste, advertisements, brand name, price and friends influenced preferences for different Coca Cola brands.
The imc tools used for communication of cocacolaRohit Kumar
Coca-Cola uses an integrated marketing communications approach to promote its brands. It utilizes various tools including advertising, direct marketing, interactive/internet marketing, sales promotions, publicity/public relations, and personal selling. Coca-Cola advertises heavily on television, print media, and outdoor advertising. It also uses direct marketing through partnerships with restaurants and sponsors various sporting events. The company engages customers through its website and social media platforms. Coca-Cola implements both consumer and trade sales promotions to boost short term sales. It also conducts publicity efforts and community outreach programs.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
Coca-Cola is the world's leading soft drink company operating in over 200 countries. Their mission is to refresh the world, inspire optimism and happiness, and make a difference. Their vision focuses on being a great workplace, bringing quality brands to the world, nurturing partnerships, being responsible citizens, maximizing shareholder returns, and being productive. Coca-Cola's marketing mix involves various products globally, pricing tailored to markets and brands, widespread distribution, and advertising associating the brand with lifestyle while using CSR for emotional benefits. Their BCG matrix guides their strategy across product life cycles.
Coca-Cola launched a marketing campaign called "Share a Coke" in Australia to increase summer consumption and get people talking about the brand again. They printed the most popular names on Coke bottles to spark conversations and remind people of relationships. Young adult consumption increased 7% and the campaign improved perceptions of Coca-Cola among teens by personally connecting the brand to consumers through a shared naming experience.
The document is a project report on the marketing strategies of Coca Cola. It discusses Coca Cola's history in India, including withdrawing from the country in 1977 due to government demands and then returning in 1993 to a changed soft drink market dominated by competitors like Parle. To gain market share, Coca Cola decided to take over Parle, gaining access to their network of over 200,000 retailer outlets and 60 bottlers. The marketing strategies Coca Cola employed in the 1990s to win the "Cola war" in India were successful, increasing their market share to 48.3% by 1998.
This document provides an integrated marketing communications plan for Welch's 100% Grape Juice. It begins with an executive summary and then discusses the company history, sales and market position, brand values/image, product details, competition and industry trends, consumer insights, and proposed marketing and communication strategies. The goal is to utilize Welch's past success with grape juice to develop new brand strategies and reach new consumers to drive future growth. Key points include Welch's heritage in the grape juice category, focus on health benefits, distribution through major retailers, and opportunities to improve pricing and online presence.
For a Campaign Management and Planning course at RIT, our class was broken up into four individual teams. Each team became their own creative advertising agency and we were tasked to create a full creative campaign pitch for Nalgene Water bottles. Each team then presented to Nalgene's Chief Marketing Officer. The following presentation is my agency's pitch to Nalgene.
Snickers: the case for positioning evolutionAli Salama
Snickers' positioning has evolved over time from 1990-2012. It was initially positioned as a meal replacement and source of energy using bold fonts and references to horses in ads. In 2010, Snickers adopted the global brand idea of being a "hunger satisfier and energy booster" that helps improve mood. This idea was highly successful, driving an 8% sales increase in the US. The "You're Not You When You're Hungry" campaign exemplified this positioning change, conveying a consistent message across 40 markets through qualitative research into consumers' psyche. Snickers' positioning has smoothly evolved while staying true to its core DNA as a candy bar.
We made this as a project for Marketing Management during 2nd year of our graduation. Sources: Google, Slideshare, Youtube.
I hope this is resourceful.
This document is a research project report submitted by Prbind Kumar Rajbher to Prof. Dr. Kamala Miss on the marketing strategies of Coca-Cola in India. It provides an overview of Coca-Cola's industry profile, company profile, core brands in India, advertisements, history in India, vision, mission and strategies. It discusses Coca-Cola's marketing mix and presence in India. The report is based on primary research conducted in Delhi to study Coca-Cola's availability and promotional schemes with retail outlets.
Coca Cola has been the world's largest beverage company since it was founded in 1886. It operates in over 200 countries and has strong brand recognition globally. The document discusses Coca Cola's marketing mix of product, price, place and promotion for the Pakistani market. It analyzes Coca Cola's differentiation strategy, packaging, pricing policies, distribution network and advertising spending. It also presents a SWOT analysis, identifying Coca Cola's strengths in worldwide availability and brand positioning, weaknesses like potential health issues, and opportunities and threats in the competitive beverage market.
In 1886, Dr. John Pemberton created Coca-Cola's secret syrup in Atlanta, Georgia. He took some to a local pharmacy where customers rated it highly. In the 1880s, Mr. Candler helped boost syrup sales tenfold and Coca-Cola was registered in the US Patent Office in 1893. By WWII, Coca-Cola was bottled in 44 countries on both sides of the conflict, and Robert Woodruff ensured all troops got Cokes for 5 cents.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
The Coca-Cola "Share a Coke" campaign launched in Australia in 2012, printing 150 popular names on bottles and cans. This personalized the brand and encouraged sharing on social media. The campaign increased Coke's Facebook traffic by 870% and sold over 250 million named bottles. It succeeded by fostering connections between friends and families, driving word-of-mouth promotion on social media. The campaign was expanded to over 80 countries due to its initial success in Australia.
Coca-Cola has been highly successful in building a massive social media presence across platforms like Facebook, Twitter, YouTube, and Instagram. On Facebook, Coca-Cola has over 97 million followers through focusing on community engagement rather than direct product promotion. On Twitter, Coca-Cola's 3.25 million followers are engaged through sharing happiness stories rather than focusing on the brand itself. Coca-Cola's digital campaigns have been notably successful in driving engagement and buzz through initiatives like "Share a Coke". Overall, Coca-Cola's social media strategy emphasizes authentic engagement and relationships with audiences to build brand advocacy.
Marketing failures tells us how even the most brilliant marketers commit mistakes which can turn into major failures for brands. The first deck on marketing failures describes what is sometimes known as the "Biggest Marketing Blunder of All Times". Hard to believe that it comes from one of the best marketers of current time, Coca-Cola. How the introduction of New Coke after abandoning its century-old beverage backfired and what led to that decision are some of the points dicussed.
project of hindustan coca cola beverages pvt. ltd copyjadav vishal
This document is a project report on the sales and distribution management of Coca Cola in India. It provides background on Coca Cola's history starting in 1886, its entry into India in 1993, and current operations in India. The Coca Cola system in India includes Coca Cola India Pvt Ltd, a company owned bottling entity, 13 licensed bottling partners, over 7,000 distributors and 2.2 million retailers across India. It discusses Coca Cola's products, promotional strategies, distribution channels, pricing, recruitment, training, warehousing, and competitors in India such as PepsiCo and Parle Agro.
This document compares the brand strategies of Pepsi and Coke in India. It notes that Pepsi focuses more on being a youth and lifestyle brand, while Coke positions itself as more family-friendly. It also analyzes the companies' financial performance over 5 years, market share in India, and recommends strategies for Pepsi to increase sales in India by 10% such as CSR initiatives, festive offers, and price reductions.
The document provides a detailed case study and history of Coca-Cola, including its origins in the 1880s, branding, logo development, expansion globally over time, competitors like Pepsi, and marketing campaigns. It analyzes a 2011 Coca-Cola Christmas television advert, discussing its content, target audience, costs, legal/ethical considerations, and production process. The document contains a wealth of information about Coca-Cola and the case study advert.
A Study on Consumers' Preference Towards Soft Drinks ProductSanthosh Madheswaran
The document discusses a study conducted on consumers' preferences towards soft drink products. It focuses on Coca Cola brands. 150 respondents participated in a survey. Key findings include:
1) Most respondents purchase soft drinks monthly for family use and buy cola and mango drinks.
2) Coca Cola and Slice were the most preferred cola and mango brands respectively due to taste.
3) Purchases mostly occurred during offer periods when 5-10 litres would be bought from supermarkets.
4) Factors like taste, advertisements, brand name, price and friends influenced preferences for different Coca Cola brands.
The imc tools used for communication of cocacolaRohit Kumar
Coca-Cola uses an integrated marketing communications approach to promote its brands. It utilizes various tools including advertising, direct marketing, interactive/internet marketing, sales promotions, publicity/public relations, and personal selling. Coca-Cola advertises heavily on television, print media, and outdoor advertising. It also uses direct marketing through partnerships with restaurants and sponsors various sporting events. The company engages customers through its website and social media platforms. Coca-Cola implements both consumer and trade sales promotions to boost short term sales. It also conducts publicity efforts and community outreach programs.
1. Cadbury won the exclusive right to use its signature purple color (Pantone 2685C) on packaging over 100 years ago and has kept this color identity.
2. The 1997 "Freebird" commercial conveyed a strong message of freedom and happiness using imagery of a couple freeing caged pigeons while enjoying Cadbury.
3. After worms were found in some Cadbury chocolates in 2003, the brand invested heavily to upgrade packaging and launch a PR campaign featuring Amitabh Bachchan, rebuilding its wholesome image.
Coca-Cola is the world's leading soft drink company operating in over 200 countries. Their mission is to refresh the world, inspire optimism and happiness, and make a difference. Their vision focuses on being a great workplace, bringing quality brands to the world, nurturing partnerships, being responsible citizens, maximizing shareholder returns, and being productive. Coca-Cola's marketing mix involves various products globally, pricing tailored to markets and brands, widespread distribution, and advertising associating the brand with lifestyle while using CSR for emotional benefits. Their BCG matrix guides their strategy across product life cycles.
Coca-Cola launched a marketing campaign called "Share a Coke" in Australia to increase summer consumption and get people talking about the brand again. They printed the most popular names on Coke bottles to spark conversations and remind people of relationships. Young adult consumption increased 7% and the campaign improved perceptions of Coca-Cola among teens by personally connecting the brand to consumers through a shared naming experience.
The document is a project report on the marketing strategies of Coca Cola. It discusses Coca Cola's history in India, including withdrawing from the country in 1977 due to government demands and then returning in 1993 to a changed soft drink market dominated by competitors like Parle. To gain market share, Coca Cola decided to take over Parle, gaining access to their network of over 200,000 retailer outlets and 60 bottlers. The marketing strategies Coca Cola employed in the 1990s to win the "Cola war" in India were successful, increasing their market share to 48.3% by 1998.
This document provides an integrated marketing communications plan for Welch's 100% Grape Juice. It begins with an executive summary and then discusses the company history, sales and market position, brand values/image, product details, competition and industry trends, consumer insights, and proposed marketing and communication strategies. The goal is to utilize Welch's past success with grape juice to develop new brand strategies and reach new consumers to drive future growth. Key points include Welch's heritage in the grape juice category, focus on health benefits, distribution through major retailers, and opportunities to improve pricing and online presence.
For a Campaign Management and Planning course at RIT, our class was broken up into four individual teams. Each team became their own creative advertising agency and we were tasked to create a full creative campaign pitch for Nalgene Water bottles. Each team then presented to Nalgene's Chief Marketing Officer. The following presentation is my agency's pitch to Nalgene.
Snickers: the case for positioning evolutionAli Salama
Snickers' positioning has evolved over time from 1990-2012. It was initially positioned as a meal replacement and source of energy using bold fonts and references to horses in ads. In 2010, Snickers adopted the global brand idea of being a "hunger satisfier and energy booster" that helps improve mood. This idea was highly successful, driving an 8% sales increase in the US. The "You're Not You When You're Hungry" campaign exemplified this positioning change, conveying a consistent message across 40 markets through qualitative research into consumers' psyche. Snickers' positioning has smoothly evolved while staying true to its core DNA as a candy bar.
We made this as a project for Marketing Management during 2nd year of our graduation. Sources: Google, Slideshare, Youtube.
I hope this is resourceful.
This document is a research project report submitted by Prbind Kumar Rajbher to Prof. Dr. Kamala Miss on the marketing strategies of Coca-Cola in India. It provides an overview of Coca-Cola's industry profile, company profile, core brands in India, advertisements, history in India, vision, mission and strategies. It discusses Coca-Cola's marketing mix and presence in India. The report is based on primary research conducted in Delhi to study Coca-Cola's availability and promotional schemes with retail outlets.
Coca Cola has been the world's largest beverage company since it was founded in 1886. It operates in over 200 countries and has strong brand recognition globally. The document discusses Coca Cola's marketing mix of product, price, place and promotion for the Pakistani market. It analyzes Coca Cola's differentiation strategy, packaging, pricing policies, distribution network and advertising spending. It also presents a SWOT analysis, identifying Coca Cola's strengths in worldwide availability and brand positioning, weaknesses like potential health issues, and opportunities and threats in the competitive beverage market.
In 1886, Dr. John Pemberton created Coca-Cola's secret syrup in Atlanta, Georgia. He took some to a local pharmacy where customers rated it highly. In the 1880s, Mr. Candler helped boost syrup sales tenfold and Coca-Cola was registered in the US Patent Office in 1893. By WWII, Coca-Cola was bottled in 44 countries on both sides of the conflict, and Robert Woodruff ensured all troops got Cokes for 5 cents.
PAPER BOAT- Presentation on Marketing Mix & Promotion Mix.Mimansha Bahadur
The document provides information on Paper Boat drinks, an Indian beverage brand. It discusses the brand's product strategy, differentiation, mix, map, packaging, pricing, distribution channels, and promotional activities. Some key points include:
- Paper Boat targets urban Indian customers aged above 20 with nostalgia-focused drinks in 9 flavors.
- It differentiates with natural ingredients and unique flavors not found in competitors' products.
- Promotional activities include advertising, digital marketing, sponsorships, and initial sales through airlines and hotels.
- Recommendations include expanding availability, introducing winter drinks, and gift packs containing multiple flavors.
The Coca-Cola "Share a Coke" campaign launched in Australia in 2012, printing 150 popular names on bottles and cans. This personalized the brand and encouraged sharing on social media. The campaign increased Coke's Facebook traffic by 870% and sold over 250 million named bottles. It succeeded by fostering connections between friends and families, driving word-of-mouth promotion on social media. The campaign was expanded to over 80 countries due to its initial success in Australia.
Coca-Cola has been highly successful in building a massive social media presence across platforms like Facebook, Twitter, YouTube, and Instagram. On Facebook, Coca-Cola has over 97 million followers through focusing on community engagement rather than direct product promotion. On Twitter, Coca-Cola's 3.25 million followers are engaged through sharing happiness stories rather than focusing on the brand itself. Coca-Cola's digital campaigns have been notably successful in driving engagement and buzz through initiatives like "Share a Coke". Overall, Coca-Cola's social media strategy emphasizes authentic engagement and relationships with audiences to build brand advocacy.
The document summarizes Coca-Cola's "Share a Coke" marketing campaign from 2012-2013. The campaign printed popular names on Coke bottles to encourage sharing on social media. Its goals were to boost summer sales among millennials and strengthen personal connections to the brand. It proved highly successful, increasing Coke consumption 7% and engagement on Facebook by 870%. The campaign showed that simple, personalized initiatives can powerfully engage customers when shared widely.
The "Share a Coke" campaign was a huge success for three main reasons:
1. Simplicity - By personalizing bottles with popular names, it delivered a simple yet powerful message that resonated globally.
2. Personalization - Putting names on bottles connected with consumers on a personal level by appealing to their desires for self-expression and human connection.
3. Socialization - The campaign encouraged social sharing on platforms like Facebook, gaining 25 million new followers and over 500,000 photos tagged with the campaign hashtag in the first year.
This document analyzes Coca Cola's "Share a Coke" marketing campaign. The campaign allowed customers to have their names printed on Coke bottles and cans. This led to a boost in Coke sales in the US for the first time in ten years. The author was interested in this topic because they enjoyed searching for their name on bottles over the summer. A YouTube video provided valuable secondary information by interviewing customers and showing how widely the campaign was marketed globally. The "Share a Coke" campaign related to the author's marketing module by empowering customers and increasing customer satisfaction and loyalty through personalized bottles. It demonstrated how Coke solved the problem of declining sales through creative marketing.
FACEBOOK MORE THAN 30 MILLION LIKES (COCA-COLA)Farah Latiff
Coca-Cola was founded in 1886 by John S. Pemberton and is headquartered in Atlanta, Georgia. It produces over 3,000 beverage brands and is distributed in over 200 countries. Coca-Cola employs over 92,400 people worldwide and serves over 1.6 billion beverages per day. The company focuses on leveraging its brand reputation through social media to strengthen customer loyalty and encourage participation by hosting contests and campaigns on platforms like Facebook.
The "Share a Coke" advertising campaign launched by Coca-Cola in 2014 was an immediate success. It was the first time in 10 years that Coke saw an increase in sales. The campaign encouraged people to find their name or a friend's name on Coke bottles in an effort to promote sharing. It targeted all age groups and saw increased consumption during the summer months. The simple message of sharing a Coke with others tapped into emotions and allowed consumers to feel personally connected to the brand. The campaign has continued to be successful in subsequent years and helped Coca-Cola rise from a period of declining marketing and sales.
The "Share a Coke" advertising campaign launched by Coca-Cola in 2014 was an immediate success. It was the first time in 10 years that Coke saw an increase in sales. The campaign encouraged people to find their name or a friend's name on Coke bottles in an effort to promote sharing. It targeted all age groups and saw increased consumption during the summer months. The simple message of sharing a Coke with others tapped into emotions and allowed consumers to feel personally connected to the brand. The campaign continued to be effective in subsequent years and helped Coca-Cola rise from a period of declining marketing success.
The "Share A Coke" marketing campaign was successful in boosting Coca Cola's sales in the US for the first time in over ten years. The campaign allowed customers to personalize Coke bottles with their name, increasing customer satisfaction and loyalty. It empowered customers by letting them participate in the company's marketing strategy through social media. The campaign addressed Coca Cola's need to solve declining sales through a new approach and engaged customers globally on social platforms.
Marketing Communications of Coca -ColaSanjeev Sahu
Coca-Cola uses an integrated marketing communications approach to promote its brands. It utilizes various media channels including newspapers, magazines, television, radio, cinema, internet, outdoor advertising, and social media. Coca-Cola also leverages word-of-mouth marketing, point-of-sale materials, sales promotions, public relations, and a network of salespeople to communicate with customers. The company aims to create consistency across its various marketing initiatives and tailor certain campaigns to local cultures to maximize effectiveness on a global scale.
Running head CONSTRUCTING EFFECTIVE MESSAGES .docxsusanschei
Running head: CONSTRUCTING EFFECTIVE MESSAGES
CONSTRUCTING EFFECTIVE MESSAGES
Constructing Effective Messages
Daniel Jacobson
COM/295
Alex Luna
September 01, 2016
Constructing Effective Business Messages
Several products and services are produced around the globe on a daily basis and need proper marketing procedures as well as strategic positioning to ensure that these products reach the intended audience and the targeted market on time. This piece of work presents a deep analysis of coca cola products, their characteristics, worth, the targeted audience as well as the approaches used by the company to establish the credibility of the products in its diversified markets.
The Coca-Cola Products and Characteristics
America is known for several products sold in domestic markets as well as the overseas markets. The products range from ranging from household goods and food products to electronic appliances such as the Apple smartphones. One of the best known American products is the coca cola soft drinks that are sold in more than 200 countries around the globe. It is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world. Coca cola comes in several brands which are appealing to different customers and attracts the attention of these customers from across the globe. The features of this product are distinct from variation in brands. For instance, sprites the world's leading lemon-lime flavored soft drink, sold in more than 190 countries and ranks as the number three soft drink world over; Fanta is the second oldest brand of The Coca-Cola Company and the second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million times every day around the world, consumers love Fanta for its great, fruity taste. Other coca cola brands like Pure, crisp Dasani delivers fresh taste with a clean, fresh style. Dasani Drops is the vibrant and delicious drop that transforms everyday moments into something deliciously fun, unexpected and colorful day. While Minute Maid has been making juice for more than 60 years and has a heritage of nutrition, innovation, and quality that makes it more appealing to customers as it is rich in nutrients and taste (Weber, Story, & Harnack, 2006).
The Worth of Coca-Cola
The worth of a product is considered in several facets. According to J. F Kapferer, there are six pillars to be considered in establishing whether or not a product is worthwhile. These constitute the Kemferer's brand identity prism with six faces namely: the physique, personality appeal, culture, relationship, reflection, and self-image. Coke, for instance, has strong words that are associated with its brands that evoke a strong response from customers whenever the brands are mentioned. T ...
The Coca-Cola Company, incorporated on September 5th, 1919 is a well known beverage company. The company has a ownership and licensing of brands and markets over 500 non-alcoholic beverages brands which usually consist of sparkling beverages but also a varied number of still beverages like water , enhanced water , juice and juice drinks , ready to drink teas and coffees and also many sports and energy drinks. For every industry who has to spend reasonable time and effort in marketing, Coca Cola serves as a true inspiration (World of Coca-Cola, 2015).When most of the company belongs to mature stage of the product life cycle, and is operating in a competitive market with little product differentiation, the company has been successful to grow in terms of strength as a brand and its marketing techniques. (Cokecce.com, 2015)
Critical analysis of the strategic and tactical approaches of coca colaiWant tutor
The following essay shall discuss the importance of brand management and brand campaigning. The company chosen for the essay is “Coca-Cola”. In the first part of the essay we shall see how Coca Cola has retained itself as a top most brand in the beverage industry globally. Also a very important part of this essay is the brand proposal for Coca Cola- launching a new product, per se, snacks and how the company can add to its product lines and product mixes. How important is brand reputation and brand campaigning, has been explained in depth throughout the essay.
Coca-Cola has had more success with social media strategies and campaigns than Pepsi. According to data from Brandwatch's Social Index, Coca-Cola outperformed Pepsi in social visibility, net sentiment, reach growth, and social engagement. Coca-Cola engages more with users by replying to a higher percentage of tweets and uses more user-generated content in its campaigns. To improve, Pepsi should focus more on engaging with users by replying to more tweets and incorporating more user-generated content in its social media strategies.
Coca-Cola launched their "Share a Coke" campaign in 2012, first in Australia and then Britain, to increase summer sales and engage customers. The campaign personalized Coke bottles with names to encourage people to share bottles on social media with the hashtag #shareacoke. It was highly successful, driving an 870% increase in Facebook traffic and 378,000 custom bottles printed. The reasons for its success were that personalization engaged customers and allowed them to express creativity, while social media amplified the impact of the campaign worldwide.
The document discusses Coca-Cola's history and current marketing strategies. It describes how Coca-Cola was invented in 1886 and how the company has expanded globally. It then summarizes some of Coca-Cola's recent marketing campaigns, including the Happiness Machine from 2010, the Hug Me vending machine from 2012, the Small World Machine from 2013, the A Step From Zero dance campaign from 2011-2012, and the Share a Coke campaign from 2013 which printed popular names on bottles. The document shows how Coca-Cola uses innovative experiential marketing and cultural strategies to promote its brands.
This document summarizes a campaign by Ogilvy Shanghai to help the North Face brand reconnect with urban Chinese consumers who had lost their sense of direction. The campaign conducted cultural analysis to develop an experience that went beyond traditional advertising. Women were invited on outdoor adventures to find their "true north" purpose. This small spark started a prairie fire, with the campaign exceeding expectations by strengthening the brand's connection and growing sales.
Buyer Personas 1. Determine what kind of content you need2. Se.docxclairbycraft
Buyer Personas
1. Determine what kind of content you need
2. Set the tone, style, and delivery strategies for your content
3. Target the topics you should be writing about
4. Understand where buyers get their information and how they want to consume it
Background and Content Pillars
The Coca-Cola Company is a successful and globally-recognized beverage producer and has set its sights on doubling its business by 2020. Coca-Cola recognized that there were two prevailing changes occurring in the market: consumers were creating an ever-increasing amount of brand content, and technology had empowered them as never before to shape the brand. Coca-Cola identified that audiences are now largely in control of the brand--and not the other way around. Because the buyers now control the narrative instead of Coca-Cola being able to directly control its message to customers as it has in the past, they realized they needed to figure out how to harness the power of content marketing in order to engage consumers. Their focus became creating a digital content marketing strategy that engages customers in an open conversation, based on two key content pillars: liquid and linked.
· "Liquid" embodies the notion that our networked and connected world enables ideas to spread rapidly — liquid ideas are those that capture the imagination and cannot be controlled once they are put out in the world. While liquid ideas are creative, they are grounded in a linked strategy.
· "Linked" makes sure that ideas are always centered on the core brand story and experience — in other words, liquid ideas must reflect positively on the Coca-Cola brand. It also means that all the brand channels should be coherent and unified.
Content Marketing Plan Core Elements
The concepts of the liquid and linked pillars provide the context and foundation to the three core elements identified as key to Coca Cola's success with their new content marketing strategy: storytelling, consumer-generated content, and unified brand experience.
Storytelling: As part of the liquid principle, Coca-Cola recognized the power of storytelling. Stories create an emotional connection, connect people and spread ideas, which leads to conversations. In dynamic storytelling, a brand idea is released to the audience and picked up in various conversations and channels. One of Coca-Cola’s key brand stories is ‘living positively’ and showing how the brand makes the world a better place. This content idea also forms part of the company values, showing the importance of aligning business and content objectives. Each sub-brand has a big-picture content plan that outlines key elements of the story and how they will be disseminated.
Consumer-generated content: Consumer-generated content forms a cornerstone of the content strategy. Brand stories encourage consumer reactions and engagement (and are often created by the consumers themselves). The worldwide distribution of creativity and technology means that consumers have greate.
Similar to Share A Coke - Coca-Cola Concept Application - Rachel Schmidt - Due February 8, 2016 (20)
Buyer Personas 1. Determine what kind of content you need2. Se.docx
Share A Coke - Coca-Cola Concept Application - Rachel Schmidt - Due February 8, 2016
1. Coca-Cola: Share a Coke
#ShareaCoke
Rachel Schmidt
February 8, 2016
AMM 5013 – Integrated Marketing Communications
Sheila Moore
Campaign Details
Brand Owner: Coca-Cola North America Group
Campaign: Coca-Cola: Share a Coke (mid-June – August 2014)
Brand: Coca-Cola
Country: United States
Media Channels Used: Internet, out-of-home, social media, television, content marketing, word of
mouth, packaging and design + more!
Prize: Warc Prize for Social Strategy: Gold, 2015
Link to Article:
http://www.warc.com.eztest.ocls.ca/Content/ContentViewer.aspx?MasterContentRef=6d5736a8-127b-
4aa6-9cbf-906712788247&q=coca cola&CID=A104360&PUB=WARC-PRIZE-SOCIAL
2. Schmidt, 1
Campaign Overview
Advertisers create target personas in order to better understand what the typical product user would look
like. However, what about completely personalizing the experience of each individual who uses your
product?
Coca-Cola has been a household name for over 100 years. Their latest campaign Share a Coke
encourages US teenagers to drink more Coke. In
2014 Coca-Cola found that 10 million US teens
had not consumed Coca-Cola in the last year, and
so they set out to create an advertising campaign
that would create a personal connection to teens,
encouraging them to purchase and consume more
Coke.
After finding the Share a Coke campaign
extremely successful in other countries, (Australia
in 2011 & Ireland in 2013) Coca-Cola North
America adopted the globally successful
campaign to increase sales and make a personal
connection with teenagers. Coca-Cola thus released new bottles and cans personalized with 250 of the
most popular North American names on them.
What was different about this campaign compared to other Coca-Cola campaigns you might ask? First,
packaging became a pivotal role in Coke’s advertising as it was a major part of the campaign. Coca-Cola
debranded their product by taking their own company name off their product and replaced it with 250 of
the most common teen names in North America. Secondly, the hashtag #ShareaCoke created a way for
teens to get involved using social media platforms to increase the idea of sharing a Coke.
Target Market & Advertising Objectives
Coca-Cola’s overall goal was thus to increase sales in teenagers (ages 13-19) in the US over the summer
months (mid-June – August 2014).
Key Message
Share a Coke with friends and/or family.
Coke encouraged teens to Share a Coke with their friends by showing them how exciting it was to get a
Coke bottle with their name or their friends names on them.
3. Schmidt, 2
Purpose
As for mentioned, Coke saw a large decrease in the amount of teenagers drinking their product. Health
concerns surrounding soft drinks has increased over the last 10 years. Popular trends in health have also
decreased the amount of overall consumption of soft drinks. Healthier choices such as water and juices
have also contributed to the decline in soft drink sales over the last 9 years. Coke’s iconic brand does not
translate into individuality for most people as there is such a vast array of beverage options available to
consumers.
A study done by Coca-Cola mentioned throughout the article states that teens think of Coca-Cola as old-
fashioned and that Coke was their “parent’s drink”. Therefore, Coke needed help securing the future of
its brand sales by recruiting a new younger generation of Coke drinkers. In order to do so, Coke needed
to build a stronger connection with younger individuals.
Insight and Strategic Implications
In order to increase sales, Coca-Cola needed to make a personal connection with teenagers. We all
know, teenagers today want everything (or believe that everything is) about them. What better way to
make a product more about someone than a customizable bottle with their own name on it? Thus the
Share a Coke concept was created.
This simple idea was powerful and connected teens to Coca-Cola.
The major elements that differentiated Coca-Cola Share a Coke campaign from others were;
1. The use of packaging – this is incredible important because instead of making Coca-Cola’s logo
as identifying factor, instead an individual’s name was placed on the bottle or can
2. Social media – the use of the hashtag #ShareaCoke created word of mouth and stir on social
media as a way to get teens involved in the campaign through social media platforms
4. Schmidt, 3
Fun Ways to Interact
Not only did Coca-Cola put names on their bottles and make a hashtag. They went further than
traditional media forms;
1. Coca-Cola created human-sized Coke bottles on bus shelters where teens could type in their
names and see it on the bottle and share a picture of it on social media
2. Digital outdoor billboards were placed in Time Square (NYC) which teens opted in via text to
have their name displayed on a giant Coke bottle in the middle of Time Square
3. Social media became the heart of the campaign with content spread across Facebook, Instagram
and Twitter and other media platforms
4. Coca-Cola enlisted teen idols and influences to share how they would share a Coke
Result
The result of Coke’s Share a Coke
campaign was remarkable. 1.25
million US teens tried Coke over the
course of the 2014 summer.
Participating packages (bottles and
cans with individual’s names on
them) rose 11%. This made the US
campaign more successful in driving
sales than any other market.
Social Effects
- Thousands shared the exclusivity of finding their name or friends names on Coke products and
share with online communities
- #ShareaCoke was used 89,000 times on Twitter and 496,000 on Instagram
- Over 800,000 virtual Coke bottles were shared via Facebook
- Twitter: engagement rate for Coke went from 1.5% to 7.8%
- Instagram: ‘like’ rate went from 2-4% to 8.7%
Business Effect
- Revenue increase 11% over the previous year
- July 2014 was the best four weeks in sales for Coke since 2009
5. Schmidt, 4
Why Was the Campaign So Successful?
The Coca-Cola Share a Coke campaign was successful because of their ability to engage with teenagers
through social media. The use of social media over
the past few years for teens has become more and
more important as a way for advertisers to influence
and target new markets that don’t use traditional
media as much as digital. Being able to use social
media spreads a message while influencing users to
tell stories that are worthy of being retold. When we
think of social media campaigns we think about how
they have the ability to amplify individual’s ideas and
spread a message. Coca-Cola’s campaign not only
spread their message but also engaged with
consumers on a personal level, creating a new way to
not only consume a product but share their
experience with friends.
Relevance to Course Material
Social and technological changes keep Coke’s need for innovation at a high. Social changes such health
trends are ever changing society’s perceptions of soft drinks. Coke has managed to target a younger
generation to influence them to continue drinking Coke despite new trends in health. Coke is also
keeping up with technological changes. They gave a strong idea of what their target market is doing and
using teens online activity to their advantage. They have been able to keep up with social media
accounts and they understand the idea of teens sharing everything they do on online platforms. Coke has
managed to keep up with the rise of consumer generated content by creating their own content for teens
to engage with on digital media platforms.
Coke is an ever changing brand. At it’s current position
in the product life cycle, it has a constant need to
innovate in order to never reach a stage of decline. It
could be argued that Coca-Cola has moved from the
maturity stage in the product life cycle to another growth
stage. Coke is growing their market by targeting a new
generation, creating a way to further target new
generations in the future. That, along with technology
advances will keep individuals seeing Coke as ‘not just
another soft drink’ but as a hip-innovative brand.
Remember guys; Sharing is caring!
6. Schmidt, 5
See the Video Here!
(Middle of the Warc article)
http://www.warc.com.eztest.ocls.ca/Content/ContentViewer.aspx?MasterContentRef=6d5736a8-
127b-4aa6-9cbf-906712788247&q=coca%20cola&CID=A104360&PUB=WARC-PRIZE-
SOCIAL
References
Tarver, Evan. (07 October 2015). What Makes the ‘Share a Coke’ Campaign So Successul? (KO).
Investopedia. Retrieved: February 4, 2016 from
http://www.investopedia.com/articles/markets/100715/what-makes-share-coke-campaign-so
successful.asp
Moye, Jay. (14 April 2015). Share a Coke 2.0: The Hit Campaign is Back, and it’s Bigger and Better
Than Ever. Coca-Cola Journey. Retrieved: February 4, 2016 from
http://www.coca-colacompany.com/stories/share-a-coke-20-the-hit-campaign-is-back-and-its
bigger-and-better-than-ever/
Mendoza, Luis. (2014). Coca-Cola: Share a Coke US. Warc Ltd. Retrieved: January 27, 2016 from
http://www.warc.com.eztest.ocls.ca/Content/ContentViewer.aspx?MasterContentRef=6d5736a8-
127b-4aa6-9cbf-906712788247&q=coca%20cola&CID=A104360&PUB=WARC-PRIZE-
SOCIAL