ACADEMIC AND PROFESSIONAL SKILLS

Coca-Cola:

A Market Brand

By Lisa Smith

By Lisa Smith

ABOUT COCA-COLA

• World’s Biggest Drinks Company

• Originally was created to be a medicine to cure illnesses and diseases

• 18 different flavours of Coke altogether

• 128 years later and the company remains the highest in the Drinks Market

COMPANIES FOUNDED IN 1886

MOST RECOGNISABLE COMPANY?

Coca-Cola

BUT WHY?

• Highest consumed drink

• Stays at the top of the Market because of aggressive marketing campaigns worldwide

• Spent $2.9 billion in 2010 in Advertising

THE FAMOUS “SHARE A COKE WITH” CAMPAIGN

• First launched in Australia, 2011

• Named “A Marketing Success”

• Connected with consumers on a personal level (eg. Prompted selfies or videos of the consumers with their names on the Coke bottle/providing value to the consumer by adding their name on a bottle of Coke to express their individuality)

• The campaign earned a total of $18,000,000

• Focused on and targeted 18-20 year olds, outcome was the notable increase in young adult consumption up by 7%.

SPONSORSHIP

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

REFERENCES:

Fisher, L. (2014). Has Coca-Cola's Share a Coke campaign passed its sell-by date?. Available: http://www.theguardian.com/media-network/media-network-blog/2014/aug/14/coca-cola-share-coke-marketing. [Accessed 25 Oct 2014.]

Wong, V. (2014). Coca Cola's $1 Billion In Advertising. Available: http://www.businessweek.com/articles/2014-04-10/four-reasons-why-coca-cola-will-stick-to-sweet-sodas. [Accessed 26 Oct 2014.]

Coca-cola.co.uk [Accessed 29 Oct 2014.]