...for integrated marketing communications after they found that the fans are viewing video content on YouTube that are not attributed to Coke but are posted by the fans. They had a team to focus on marketing via social media channels that initially approached online social media similar to broadcast media. As online media developed, the company changed their strategy of having a tight creative direction and high imagery that had lost relevance with the onset of two way communication. Carrying out pre-determined communication plan was challenging. They tied up with fans that became successful online with their videos /blogs /microsites on FB, maintained their theme of “Fans First” (Less about us, more about them Coke and Mentos geyser creators, Coke page on FB creators etc.) and did not control the messages. The videos of Coke and Mentos geyser increased Coke sales by 5-10% and increased traffic by about 27%. Challenges: Could Coke rest on non - promotional foundation to be successful online? What could be the strategy for 206 countries, global scale with local relevance? Analysis * Coca-Cola has been consistently in the top ten popular Facebook pages since 2009 along with Facebook despite the fact that the news /trends on social media is very short lived * Starbucks adopted a promotional route to be popular on Facebook. During the promotions it was among top 10 and later dropped below 10. But the traffic driven to them might have been due to fans...
Words: 437 - Pages: 2
...Coca-Cola case analysis In the decade since the Coca-Cola case was written, the following environmental factors have changed. The market for carbonated drinks has slightly decreased and non-carbonated drinks such as teas, energy drinks, and flavored water have increased in popularity and consumption. There has been a tremendous increase in the use of technology for sales and marketing, internal systems management, product dispensing, etc. The global recession and continuing volatility in the stock market have affected revenues of beverage makers. Coke’s response to the increasing demand for non-carbonated drinks has been to introduce zero or low calorie drinks. One of its stated goals is to innovate with natural sweeteners, which has the potential to lower calories per serving. This is a departure from its past where the company thought that it could dictate public taste, not the other way around (Freedman and Butterfield). Additionally, to address the growing concern over the obesity rate in the US, Coke has decided not to directly market their beverages to children younger than the age of 12. (Coca-Cola). As per the balanced scorecard approach to effectiveness (Daft), in recent years Coca-Cola has been focusing not only on the Financial and Internal Business Process components, but also on the Learning and Growth and Customer components. Since 2001 Coca-Cola has started reporting on its corporate responsibility strategies and programs. The company will publish its first GRI...
Words: 495 - Pages: 2
...Coca-Cola’s “Share A Coke” Social Media Campaign Analysis Corey Jackson JWMI: Marketing In A Global Environment Professor Karen Barnes 8/30/2015 The Coca-Cola Company, founded in 1886, is the world leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. Today, the company markets more than 500 beverage brands in 200 countries, with around 70% of the company volume and 80% of the company profit coming from outside the United States. While Coke is probably the only product that is universally appealing in every corner of the globe, the company feels that its responsibility is to ensure that with every single can of Coca-Cola sold and enjoyed, individual connections are made with consumers. This can only be achieved locally. Coca-Cola’s strategy is noted to be an effective combination of global and international communications strategies. A right balance between standardization and adaptation makes the brands stand out from its competitors by focusing on consistent image and quality in a global scale, but at the same time being specifically relevant to local culture and customs. Coca-Cola recent global campaign “Share a Coke” vividly exemplifies this principle and brings the brand’s popularity to a new high level. The “Share a Coke” program was first introduced in Australia in 2012. 150 of the most popular names among young people are taking the place of Coke’s iconic logo. Customers with less common...
Words: 1701 - Pages: 7
...• Why businesses should utilize social media marketing along with traditional marketing practices? • What are the various applications of social media marketing for various companies functioning in the Indian market? What are the advantages and disadvantages of using social media marketing? • What are the social media marketing techniques followed by Coke and Pepsi in beverage industry? • What are the ways in which social media can more effectively be used by Coke and Pepsi for marketing their products? 2.4 Thesis Limitations Although the researcher has taken great efforts to ensure that this thesis is able to reflect good comparison of social media marketing techniques used by Coke and Pepsi but still there are some limitations of this study which are highlighted hereunder: 1. The first limitation of this thesis is that the results of the study are not generalisable and they apply in research settings only. 2. Secondly the scope of this study is limited to city of Delhi only as the data has been collected by the researcher in...
Words: 1198 - Pages: 5
...for a mere five cents a bottle and became a town phenomenon. Coca-Cola’s mission is to, “Strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference.” Today, consumers still can “Open Happiness” from the bottle, which features the minimally alternated Coca-Cola logo designed by Frank Robinson back in the late 1800’s. Coca-Cola hasn’t strayed far from its original mission, vision and brand image, which has certainly contributed to the strong consumer loyalty they continue to maintain. Strategy and Objectives Coca-Cola strives to maintain their competitive edge over their main competition, Pepsi. Though there have been numerous market shifts, which may have perhaps altered their strategy, Coke is persistent to uphold their top status. Today, consumer loyalty is the utmost important asset to a company, which is why Coca-Cola initiated the campaign strategy called Expedition 206. Within the modern world of social media there comes discussion, criticism, brand interaction and most importantly to a brand, they can become spokespeople—brand ambassadors and advocates. In early 2010, Coca-Cola carefully selected their three brand ambassadors to help satisfy their two main objectives, which were to: * Create compelling online content that would increase engagement with the worldwide audience of teens and young adults (Anonymous, 2010). * Secure positive worldwide media coverage for the program...
Words: 1040 - Pages: 5
..............................................5-6 1.5 POPS AND PODS.................................................................................................................7 1.6 BRAND MANTRA......................................................................................................... …..7 1.7 BRAND PORTFOLIO..........................................................................................................7 1.8: Organizational culture and people development.................................................... 8 CHAPTER 2 BRAND EXPLORATORY 2.1: Brand Attributes.............................................................................................................9 2.2 Coke Brand Knowledge............................................................................................10 2.3:Brand Association ..................................................................................................... 11 2.4: PROMISE OF...
Words: 4850 - Pages: 20
...Coke Zero SWOT Analysis Monessa Catuncan Trident University International SLP 1- Segmentation and Targeting Product/Brand Analyzed/Corporate Background- Since Coke Zero was first introduced to the US market in 2005, the soda drink has brought numerous accolades and profits to its parent company, Coca Cola. Coke Zero is a low-calorie variation of Coca Cola made to have the “real Coke flavor” without any of the adverse ingredients (The Coca-Cola Company.com, n.d.). While Coke Zero had a rough beginning, the product has since boomed into one of the most successful beverages out of the Coke brands. Coke Zero currently markets under the Coca Cola Enterprises NYSE symbol (CCE) and the product is sold in 130 countries around the world with its strongest markets currently being North America and Europe. The beverage’s sales numbers have increased by double-digits every year since 2006 with no signs of slowing (McWilliams, 2010). According to the last two Coca Cola Company Form 10Ks, Coke Zero saw continued success with its sales increasing by 15 percent in 2010 and 11 percent in 2011. The company’s profit margin and market share has also increased through its newest soda beverage. Since 2005, Coca Cola Enterprise’s profit margin has held around sixty-percent, and its market share averaged about $3.00 per share with a spike above $5.00 in 2010. CCE’s cost structure primarily focuses on variable products such as syrup, artificial sweeteners, and metal for its cans...
Words: 2166 - Pages: 9
...Coca-Cola Use of Information Sources Coca-Cola is a company that is known worldwide for its product. It is a drink that spans all ages, colors, races, and countries. The Coca-Cola Company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. The world’s headquarters are located in Atlanta, Georgia, with many other locations around the country. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Coca-Cola, the company’s flagship brand, and over 230 other Company soft-drink brands are manufactured and sold by the Coca-Cola Company and its subsidiaries in nearly 200 countries around the world (Coca-Cola Company, 2012). Internationally, Coca-Cola has adopted a global strategy that includes sponsoring professional sports leagues, music artists or groups and the Olympics. For example, the company advertises with the NBA, World Cup Tournaments, the NCAA and popular music groups such as Maroon 5 (Coca-Cola Company, 2012). Coca-Cola pays several million dollars in order to have the exclusive rights to advertise or partner with these events. Although it is an expensive way to advertise, the benefits extend far past the cost of advertising. Millions of viewers worldwide tune into or watch these events and the brand exposure is enormous. Viewers are exposed to the brand and the Coca-Cola brand becomes synonymous with that popular athlete, league or artist...
Words: 1127 - Pages: 5
...1. BUSINESS CASE ANALYSIS Business Cases (Spring) Professor Dan Nicholes BUSI 4003 Yorkville University BUSINESS CASE ANALYSIS Professor Dan Nicholes Business Cases (Spring) BUSI 4003 Yorkville University Table of Contents Lululemon Athletica Inc.....................................................................................................................5 Pepsi Canada: The Pepsi Refresh Project.......................................................................................9 2. LULULEMON ATHLETICA INC. 1 Kelly Huang (Arman) wrote this case under the supervision of Professor Dante M. Pirouz solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. This publication may not be transmitted, photocopied, digitized or otherwise reproduced in any form or by any means without the permission of the copyright holder. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Business School, Western University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) cases@ivey.ca; www.iveycases.com. Copyright © 2014, Richard Ivey School of Business Foundation Version: 2014-10-17 Near the...
Words: 8347 - Pages: 34
...Pepper and Gatorade were the leading liquid refreshment beverage (LRB) brands in the United States in 2013. All five brands combined, held a market share of over 42 percent in the U.S. in 2013. Especially to be emphasized is the performance of the carbonated soft drink CocaCola, which accounted for a U.S. market share of 18.1 percent alone. Coca-Cola is owned by The Coca-Cola Company, which is headquartered in Atlanta, GA. The brands’ outstanding performance is more than present among all regions and channels. Coca-Cola is not only listed as the leading LRB in the U.S., it also topped the list of soft drinks brands worldwide in 2014, based on brand value. Additionally, the soft drink brand had the second highest number of fans on its Facebook site. A big competitor of the Coca-Cola Company in the liquid refreshment beverage business is undoubtedly PepsiCo, Inc., which is based in Purchase, NY. The company owns, among others, the soft drink brands Pepsi and Mountain Dew and the sports drink Gatorade, which were ranked second, third and fifth in the market share ranking of LRB. SoftSrinks Off-Trade RTD Volume 534.8 Billion Litres Fruit/Vegetables Juice 62 billion liters Bottlked water 205.1 billion liter Sporys and Energy Drinks 16. Concentrates 43.7 billion liter RTD TEA 30.1 Billion Liters RTD Coffe 4.5 Billion liters 2 Carbonates 169.5 billion liters COCA-COLA Name The Coca Cola Company Logo Beverages Geographic areas served ...
Words: 5343 - Pages: 22
... |4 | | | | |Detailed List of Assumptions……………………………………………………………... | | | | | |Situational Analysis……………..…………………………………………………………. | | |Company Performance.…………………………………………………………………. | | |Three Years of History as a Continuing Business..…………………………………….. | | |Market Demand…………………………………………………………………….. | | |Customer Analysis………………………………………………………………….. | | |Competition and Industry…………………………………………………. | | |Market Share………………………………………………….. | | |Competitive Position and Value ...
Words: 9989 - Pages: 40
...What is the role of strategic marketing in an organization? Discuss the role of strategic marketing at Coke after 2000. Strategic Marketing can help you make sure you choose the right products and services that your consumers need. A marketing strategy looks at all aspects of selling activities, helps each strategy support the next and makes sure all departments involved are aware of what the others are doing. Strategic Marketing is a way in which the firm capitalizes its current and potential strength to provide better value to its customers. Coke revamped its entire Marketing Strategy post 2000 to counter its declining popularity and counter increasing competition. Cokes New Marketing Strategy 1. Create Liquid Content: This implies creating content in terms of images, videos or articles that are so dynamic that they beg to be shared. 2. Ensure Content is linked: The created content has to be relevant and connected to the companies’ goals and brand. It has to be innately relevant to the business objectives of the company, its brand and the consumers’ interests. 3. Create Conversations: Create conversations and then act and react. Not to just publish content but to interact with the audiences viewing and sharing the content. Interaction via the Social media, the new Distribution Technologies of Twitter, Facebook, Instagram etc. (Coke Marketing Strategy involves listening to consumers globally as to what they want from a beverage in terms of price and taste...
Words: 1927 - Pages: 8
...table of content External Analysis: 2 Macro environment: 2 Meso environment: 5 Internal Analysis 7 SWOT Analysis Pepsi case: 9 Objectives 10 Marketing Strategy 10 Marketing Plan 12 Product 12 Place 14 Price 14 Budget & Control 15 External Analysis: Macro environment: The environment is constantly changing and therefore also influencing PepsiCo’s operations. Environmental changes which are not directly involved with the company but do influence it can be put in six categories: economic, technological, political, cultural, natural and international changes. These changes and their influence on PepsiCo Canada are described per category. Management R. L. Draft, M. Kendrick, N. Vershinina, the general environment page 85-91. Economic In March 2012 Canada’s economy was ranked 11th of the world with a GDP of $1,759 billion. Canada is a wealthy nation with a very high standard of living and is also one of the world’s top trading nations. Since the 2008 world financial crisis Canada has emerged as one of the strongest developed economies in the world. The GDP growth of Canada in 2010 was more than 3% even though most of the World’s Western countries were in an economic recession. The stability of the Canadian economy even during a World financial crisis makes Canada a great country to operate in for a multinational like PepsiCo. http://www.rediff.com/business/slide-show/slide-show-1-worlds-20-economic-superpowers/20120312.htm http://www.economywatch.com/world_economy/canada/...
Words: 3700 - Pages: 15
...Coca Cola Wars Case Analysis July 31, 2010 Executive Summary Coca-Cola was invented and marketed in 1886 by a pharmacist named Dr. John Pemberton he named Coca-Cola after the coca leaves and kola nuts he used in order to create the product. Twelve years later in 1898 Caleb Bradham created Pepsi Cola for the beneficial effects it claimed to have on upset stomachs and indigestion. The enmity between the two soda companies are known as the “Cola Wars”. The war began in the 1960’s when Coca-Cola’s supremacy ruled the market as the beverage of choice above Pepsi Cola. Due to the competition between the two rival cola companies actions became extreme and forced both companies to implement strategic methods in order to keep the competitive edge over the other. Coca Cola Wars Case Analysis I. Current Situation: Coca-Cola's and Pepsi Cola’s marketing strategies has been as impossible to tell apart as the products themselves, both companies rely on vibrant colors, catch phrases, attractive people, and famous entertainers to grab consumer’s attention and to entice them into purchasing their products. In 1941 Coca-Cola officially renamed their product to “Coke” as an official trademark with a series of advertisements informing consumers that “Coke” means Coca-Cola (Coca-Cola, 2011). Pepsi was first introduced as " Drink" in 1898 by Caleb Bradham its inventor who created Pepsi at his home, it was later that Bradham changed the name and officially named the beverage Pepsi...
Words: 3366 - Pages: 14
...External Analysis: Macro environment: The environment is constantly changing and therefore also influencing PepsiCo’s operations. Environmental changes which are not directly involved with the company but do influence it can be put in six categories: economic, technological, political, cultural, natural and international changes. These changes and their influence on PepsiCo Canada are described per category. Management R. L. Draft, M. Kendrick, N. Vershinina, the general environment page 85-91. Economic In March 2012 Canada’s economy was ranked 11th of the world with a GDP of $1,759 billion. Canada is a wealthy nation with a very high standard of living and is also one of the world’s top trading nations. Since the 2008 world financial crisis Canada has emerged as one of the strongest developed economies in the world. The GDP growth of Canada in 2010 was more than 3% even though most of the World’s Western countries were in an economic recession. The stability of the Canadian economy even during a World financial crisis makes Canada a great country to operate in for a multinational like PepsiCo. http://www.rediff.com/business/slide-show/slide-show-1-worlds-20-economic-superpowers/20120312.htm http://www.economywatch.com/world_economy/canada/?page=full Technological The last decade many technological advancements and new innovations have been implemented in people’s life. This is also greatly affecting businesses. Internet, mobile phones and interactive TV...
Words: 3660 - Pages: 15
