Coke

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Coke On POE: Ask 50M Fans To Share Happiness
Coca-Cola is asking its 50 million Facebook fans to share happiness. In this story you will get unlimited inspiration and insights about Coke’s POE, Crowdsourcing and Social CRM strategy.

Coke’s ground-breaking and integrated social marketing approach could inspire many brands and their CMOs. Let’s take a deep dive here…

Coca-Cola is asking its 50 million Facebook fans for creative input about how it can make the world a “happier place”, in a scheme to activate its Open Happiness theme and to collect customer data.
With Coke’s new Facebook App, fans can register their interest in the scheme by filling out their details, and they can share their ideas on happiness.
On the app, Coca-Cola explains that users who give their permission will next receive marketing e-mails from the company and information may be disclosed to service providers who handle campaigns on its behalf or to affiliates who may send marketing offers and information.
Coke has said the ideas it is looking for will be ones which enable people to be more active, give to others, be social or “engage in other activities associated with increased happiness”. Further information, including timelines for the project, will be revealed in the coming weeks.
Now there are a few things at Coke that could really inspire CMOs.
Are you ready for some of my opinions?
Most marketers around the globe have embraced social media, but they failed to integrate it. Organizing social media in an integrated way seems to be very difficult for brands. But not for Coca Cola.
Due to the lack of big-data analyses and lack of integrated media metrics most CMOs are not able to get the highest possible ROI on their media investments, because they are not using the smartest possible mix of POE media.
Most brands start with social tactics, but social is not at the heart…...

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...Memorandum To: Staff From: Arman Ibric CC: Coke Zero DATE: July 1,2012 SUBJECT: Case Assignment The Coca-Cola Company has opened up many different types of different Coke drinks so that each can appeal to a certain target market. Types such as Diet Coke which at first was meant to appeal to younger women you were trying to lose weight. But recently it has been used by men 18-34 as well who were trying to stay more on the healthy side and who were going away from the normal Coke. Coke Zero is now marketed towards men without using the word “Diet”. It also changed its packaging to black and silver in 2007 and are spending more money into it than any other brand its size hoping it will over sell such as Coca-Cola Class and Diet Coke. Diet Coke Plus is another brand that coke is trying to grow. Diet Coke Plus was created so that more healthier customers who are looking towards nutrition would buy it. Diet Coke Plus is a sweeter version of Diet Coke but with vitamins and minerals so that the healthier consumers would feel better drinking it. Next, Diet Coke Black was created. It was a Cola with a coffee essence created for older, more sophisticated consumers who were willing to pay more money for it. Lastly, Full Throttle Blue Demon was lastly introduced. Its an energy drink with am agave azule flavor designed to appeal to Hispanic men. Each type of demographic segmentation is most likely to include men into it. This is because there is such a wide gap between males 18-34...

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...  Coca-Cola is a carbonated soft drink. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke. Coca-Cola has a verity of different brand including, diet coke , Fanta, Sprite, Coca Cola Zero, Vitamin water, PowerAde, Minute Maid, and ext. Along with all these different brands that Coke carries it also has different products that are made to target different market segments. Diet Coke is one of them that was made to targeted women and fall under gender segmentation. Coke Zero is another which was made to target younger men and fall under both the gender and age segmentation. Diet Coke Plus was made to targeted those that were health conscious and it's a lifestyle psycho-segmentation. Coca-Cola Black was made to targeted older men that have higher income this falls under the gender and income segmentation. In the coke industry there are products that are going to bring new customers rather than keeping the old. An example of this is diet coke plus will lose customers to as coke zero because it has the same benefits but reached the target market intended for diet coke plus. Another example is coca-cola classic because it would suffer age discrimination and coke zero has the exact taste as the original. All of the other products have a different target market that is going to keep them retaining customers. Promoters of Coke Zero have used hidden camera’s as a way reach target market. The hidden-camera videos that the...

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...Coca-Cola history began in 1886 with a Atlanta pharmacist, Dr. John S. Pemberton. 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. 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. Since Coke had many competitors they had to make a very distinctive bottle design. They had made it so distinctive that everyone could tell it was coke and that helped it break away from the many soda competitors. In 1970 Coca Colas advertising started to reflect a brand connected with fun, friends, and good times. They had many different commercial songs like “I’d like to buy the world a coke” and “have a coke and a smile”. In 2009 they have the “Open Happiness” campaign, the central message was an invitation for everyone to pause and refresh with a coke and enjoy the life’s simple pleasures. A corporation’s reputation will weigh heavily on the overall performance of the company as the various stakeholders will interact or transact purchases from the company base on their reputation. Essentially the reputation will determine the flow of business for the company. Customers and/or clients will prefer a company with a positive reputation and will likely remain loyal to the company. The company will also...

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