Analysis of the Professional Marketing Strategies of Coca Cola That Made the Company Infamous
Campaign Unite Coca-Cola Trademark, “We are reinforcing that Coca-Cola is for everybody,” de Quninto said. Coca-Cola is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want; they want a Coca-Cola brand with great taste and refreshment (Moye, pg. 1).” In other words the taste the feeling slogan shows that drinking a Coke is for everybody. Coke has different brands and they all share the same value. Coca Cola is a simple pleasure that makes everyday moments in life special. Taste the feeling shows that the product is both functional and emotional and it shows that buying a Coke is an experience within itself.
One Brand Strategy, New Global Campaign Unite Coca-Cola Cont.
Coca Cola is a simple pleasure and everyone around the world enjoys it. People love the product and the brand. Coca Cola believes that they play a great role in happiness. Simple everyday moments are more special for anyone through Coke. Many TV ads and commercials show stories, feelings, and moments that people have when they enjoy a Coca Cola product. The Taste the Feeling slogan uses great marketing strategies to expand Coca Cola as a global brand. According to the article One Brand’ Strategy, New Global Campaign Unite Coca-Cola Trademark, “Music plays a key role in all “Taste the Feeling” communications. A song produced by Swedish artist and producer Avicii and featuring soulful finger Conrad Sewell serves as the “Taste the Feeling” campaign anthem (Moye, pg. 2).” Taste the feeling pretty much sums up Coca Cola as the beverage of choice. The song is inspired by the sounds of enjoying a Coke which is the pop of the cap, the fizz, and ultimately refreshment.
Coca-Cola’s Global One Brand Strategy and Sprite
Coca Cola’s great global strategy and marketing skills are shown in depth with the debut of there one brand strategy. Last year during the commercials for the super bowl this commercial and strategy debuted. Coca Cola’s one brand strategy was the spotlight last year and they focused on drinks such Coca Cola, Sprite, and Coke Zero. According to the article Coca-Cola’s Global One Brand Strategy and Sprite Make Big Game Debut, “The ad, called “Love Story”, reinforces to hundreds of millions of viewers that an ice-cold Coca Cola is a refreshingly delicious complement to any meal and underscores the Company’s commitment to the global One Brand marketing strategy in the United States (pg. 1).” The company is showing that Coke can appeal to anyone and that it is the perfect beverage for any meal. The ad also helps drive awareness that Coke has options for no calories and that they also offer the products in small sizes. Coke also did a great job at the super bowl with their Sprite brand as it is one of the fastest growing U.S. brands. Sprite made its first appearance at the Super bowl commercials and the marketing was done very well for the brand as they used NBA superstar LeBron James. LeBron was used for an ad called Tacos and he was offering people a Sprite. According to the article Coca-Cola’s Global One Brand Strategy and Sprite Make Big Game Debut, “Love Story is a celebration of Coca-Cola, peoples’ love affair with food, and the satisfaction and pleasure drinking an ice-cold Coca-Cola bring to a meal (pg. 1).” In other words this ad demonstrates the company’s energy to help shape the choice in the United States. The company is telling people that they have the choice to choose the brand or lifestyle they want. The company helps consumer by highlighting the Coca-Cola brands such as Coke, Coke Zero, and Coke like. The ad also showed that Coca-Cola products complete any meals whether it is paella, tacos, BLT, or steak and vegetables. The universal truth is that Coca Cola can make any meal complete.
Coca-Cola’s Global One Brand Strategy and Sprite Cont.
Besides the strategies mentioned above there are other strategies that Coca Cola has used to become a recognizable brand. More than 1.9 billion people drink Coca Cola in more than 200 countries. Besides have a product that people enjoy, Coca cola has used seven key design and marketing strategies. These marketing strategies have helped the brand to be recognized across the world. The first strategy that has helped Coca Cola to be a recognized and successful brand across the world has been there unique market tested formula. According to the article, 7 strategies Coca-Cola used to become one of the world’s most recognizable brands, “Coca-Cola started as a less intoxicating version of the coca wines that were popular in the nineteenth century. After serving as a Confederate colonel in the Civil War, John Pemberton wanted to develop a version of the coca wines that were in vogue at the time (Feloni, pg. 2).” The coca wines that Pemberton wanted to develop was pretty much cola with alcohol and cocaine. However in 1886, prohibition laws forced many beverage manufactures to produce non-alcoholic version of the drinks. Pemberton was forced to change the formula so he sent his nephew to a local pharmacy where people tried his sodas. The feedback from the people where given to Pemberton and through the feedback Pemberton was able to create a unique recipe that was tailored to his customers tastes. Cocaine was removed from Coca Cola in 1903 and since then the recipe has remained pretty much the same. The second strategy that Coke has used to remain successful globally is how there logo is a timeless font.
According to the article, 7 strategies Coca-Cola used to become one of the world’s most recognizable brands, “Pemberton’s bookkeeper, Frank Mason Robinson, decided that Coca-Cola’s logo should be written in the Spenserian script, which accountants used, because it would differentiate it from its competitors (Feloni, pg. 3).” This suggestion turned out to be a great choice for Coke because the logo is unique and different from the competitors. The logo was standardized in 1923 and just like the recipe for the soda the core logo was decided to be untouched. The logo is recognized around the world and it is imprinted in the minds of all people around the world.
The third strategy that has helped Coca Cola to be recognized around the world is how it was distributed in a proprietary bottle. According to the article 7 strategies Coca-Cola used to become one of the world’s most recognizable brands, “The iconic Coke bottle is inspired by the shape of a cocoa pod. After the Georgia businessman Asa Griggs Candler became the majority shareholder of Coca-Cola in 1888, he set his sights on making Coke the nation’s most popular Cola through marketing and partnerships with regional bottlers (Feloni, pg. 4).” When Asa Griggs took over Coca Cola he wanted a way to distinguish his brand and product. He thought that the best way to do this would be to launch a national contest for a new bottle design. This in turn could show consumers that Coke is the product that can’t be confused with other sodas in a similar bottle. There was a root glass company in Indiana that entered the contest and tried to base designs of the products name.
According to the article 7 strategies Coca-Cola used to become one of the world’s most recognizable brands, “While combing through the dictionary for the word “coca” and words like it, Butler writes, mold shop supervisor Earl R. Dean came across an illustration for the coca plant that caught his attention (Feloni, pg. 4).” In other words Coca Cola has nothing to do with cocoa, but the cocoa pad had a lasting impact on Earl because of the shape. His team got to work and won the contest and the rest is history. Coca Cola used their design for their bottles and they started to promote the shape with the logo and product. The coke bottle even today is promoted as icon.
The fourth strategy that has helped Coca Cola to be successful and recognizable across the globe is that it held retailers responsible for maintaining its high standard. According to the article 7 strategies Coca-Cola used to become one of the world’s most recognizable brands, “Ernest Wooddruff’s Trust Company of Georgia bought Coca-Cola from Chandler in 1919. Woodruff was focused on maintaining a standard of excellence as the company scaled. The Coke team decided that its drinks should be served at 36 degrees Fahrenheit, and would send salesmen to new retailers to tell them the product should never be served above 40 degrees (Feloni, pg. 7).” In other words this shows how Coke was focused on maintaining a high standard and the 36 degree standard was a way that Coca Cola showed how they were a premium product. Coca Cola being the product or go to product shows that it is worthy of more attention than any of its competitors.
The fifth strategy that has helped Coca Cola to become one of the world’s most recognizable brands is how it kept the consumer price fixed for 70 years. In today’s world it is common for a company to offer a service for free and then charger you a higher price once you like the product or become hooked. Coca Cola did not believe in this philosophy because from 1886 to 1959 a bottle of Coke was just five cents.
The sixth strategy that has helped Coca Cola to become one of the world’s most recognizable brands is how it guided word of mouth advertising and developed a voice. Coca Cola developed a voice that was unique and continually adapts with the times. According to the article 7 strategies Coca-Cola used to become one of the world’s most recognizable brands, “It became apparent after Candler took over early in the company’s life that Coke was as much a drink as it was a consumable brand and idea consumers could feel good about identifying with (Feloni, pg. 7).” In other words Candler started a mass coupon initiative. This coupon initiative leads to 10% of all products from 1887 to 1920 to be given away. This was done because Candler wanted to build brand awareness. Candler also thought it would be a good idea to provide retailers with Coca Cola posters and festoons for decorations. Customers of the brand were given calendars and clocks as well.
The last strategy that has helped always listened to its consumers and it returned to the original formula quickly. The original formula was quickly retuned because Coca Cola wanted to appeal to their consumers and they wanted to market the Coca Cola flavor as Coca Cola classic.
The Chronicle of Coca Cola Global Business cont.
Coca Cola has had great global strategies and during the 1980’s it continued to bring consumers on every continent refreshing products for any occasion and for every lifestyle. According to the article The Chronicle of Coca-Cola: A Global Business, “In 1982, soft-drink history was made with the introduction of Diet Coke, the first extension of the trademarks Coca-Cola and Coke, and the most successful new drink soft since Coca-Cola itself (pg. 1).” In other words within two years Diet Coke became the bestselling low calorie soft drink not only in America but across the world.
Advertisements and marketing thought the 1970s and 1980s continued and it showed Coca Cola to become of life’s simple pleasures. Furthermore the brand became distinctive, and it became acceptable anywhere. According to the article, The Chronicle of Coca-Cola: A Global Business, “In 1976, the “Coke Adds Life” campaign was introduced, laying the foundation for the 1979 introduction of “Have a Coke and Smile,” a campaign of heart-warming emotion. In early 1982, the theme “Coke Is It!” was launched around the world to reflect the resurgent, positive sprit of the 1980s and to reaffirm the leadership of Coca-Cola (pg. 2).”
The global strategies and advertisements for Coca Cola have helped them to expand their global network. Coca Cola has expanded to more than 200 countries and they produce nearly 450 brands. Coca Cola has a simple formula that they use for a global scale, which is to provide a moment of refreshment for a small amount of money and they want to do this a billion times a day. Coca Cola has created pleasure for thirsty consumers all around the world.