CSD’s (Carbonated Soft Drinks) is a major industry in almost every country. The competition is tough, to hold the most market share which Coca-Cola has for many years because of the amount of brands it has acquired over the years and not only that almost 17 of them produce revenue of a billion dollars each year, but everything has its competitors so does Coke. PepsiCo has the second largest market share followed by other companies.
To be in that position they need to prove to the customers that they are worthy of their stance, advertising plays a huge role in these industries. Advertisement agencies not only have to explore the creative aspects these days but also keep in mind the company’s targets.
Coca-Cola recently started share a coke
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The technology makes the work easier of conveying the message which was the sole point of hiring an agency. The internet and mobile has helped a lot in spreading the idea even faster. Companies even have the option of disintermediation where they can directly put up their products on the websites and cut out any further charges of the retailers and distributors and provide at a cheaper rate to the consumer, this adds reinter-mediation where the companies add other partners to the firm e.g. logistics companies which will result in growing the profit.
The effect of ICT in Coca-Cola’s advertising and promotion is very crucial to the brand 's success. They have an active web page which uses entertainment media such as movies and short clips to create a buzz among consumers. It even shows pictures of their readers and consumers from all around the world enjoying a coke. The use of interactive media to have the customers indulged proves to be a successful
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Drivers- the goal
4. Audience- who are we talking to , why would they care
5. Competitors – what differentiates them from the product being presented.
Coca-Cola’s mission statement is not about selling products but has been to create a positive change in the world. They have recently changed their marketing strategy from “Creative Excellence” to “Content Excellence”. The purpose of it is to create ideas.
Part of the new Coca Cola content strategy is applying a 70/20/10 Investment principle to creating liquid content.
1. 70% of your content should be low risk. It pays the rent and is your bread and butter marketing.
2. 20% of your content creation should innovate off what works.
3. 10% of your content marketing is high risk ideas that will be tomorrow’s 70% or 20%…. be prepared to fail.
This clearly shows a game plan is set for them and moving on to trying some content that is more visual and engaging in web world that has embraced multimedia and interactive content. Consumer’s ideas, creativity and conversations have been always welcomed with the evolution of social networks; learning to leverage those ideas to increase your brand visibility is now an important part of marketing from which every company should take advantage
Advertising is the best way to get a message across to a certain audience. It serves as a mean of communication of a product or service. It is broadcasted through every media around the world in order to make any product known. The brand Coca Cola is one of the most known companies in the world; their main product is a type of beverage. Throughout the years, this company has been making history with their worldwide advertisements.
That is a monumental number considering there are so many soft drink and beverage choices to select from. Also it is proven that Coke’s market share is seventeen percent higher than the next two competitors. As viewers watch the commercial they conclude that Coke is the number one selling beverage and should be the first choice of beverage. This “must have” mentality ensures that the product is looked at as the prime candidate for consumption because they provide a great taste at a low cost. Coca-Cola also uses kairos to their advantage by airing their advertisement at a great time.
The second ad I will discuss is one we all know and love it is the Christmas Coke advert. When this ad returns to our TVs every year we know it really must be coming close to Christmas. Coke being one the #1 selling soft drink brands in the world did not get here by chance they have used ingenious marketing strategies for over a century. Coke continues to brand itself as a delicious and fun brand with many different campaigns throughout the years such as ‘Share a Coke’ and ‘Open Happiness’. The brand focuses on the idea of bringing people together to enjoy the simple pleasures in life.
Advertising must be strategic as well as creative.
Ninety-four percent of the earth’s population recognizes the Coca-Cola logo. That’s not an easy feat to accomplish, especially as a company that primarily sells soft drinks. A major reason why Coke is such a successful company is their advertising. In the commercial titled Brotherly Love, Coca-Cola uses calm music, warm lighting, and a humorous story to associate their products with happy memories in the minds of young people with one or more siblings.
Mobile marketing will play a major role for future marketing strategies, because it may establish it as an important channel to reach and interact with consumers, may give rise to a higher level of emphasis placed on the use of mobile devices in the marketing
Because of these new technologies, Coca-Cola 's production volume has increased sharply compared to that of a few years ago. 2.2.3 Key Strategic Objectives and Challenges • Acquisition targets in developed markets: Coca-Cola already has strong penetration in major soft drinks markets, which typically offers limited acquisition opportunities due to market consolidation. Much of the future volume growth is likely to come from secondary markets such as Vietnam and Indonesia. Coca-cola may be better advised to set its sights on larger acquisition targets in untapped regions such as the Middle East and Africa and some secondary markets. • Diet Products
Coca-Cola strives to utilize every strategy available to become successful whenever it launches its business in overseas markets. Pepsi seemed to have discovered Coca-Cola’s disadvantages and it was using them to check Coke’s dominance. The new market structure brought about cut throat competition between the two cola giants. However, the competition ate into a large chunk of the two companies’
This aims at developing a deeper consumer desire for the brand, thus giving people more reason to purchase Coke- Cola products instead of competing brands. This is the essence of differentiation. Coca-Cola having an 'action orientation', instead of waiting for change to happen it is at the leading edge, driving action forward. This product differentiation strategy has created global value, brand loyalty, non-price competitor as well as no perceived
Among them, coca cola’s products are generally made available through intensive distribution. Intensive distribution for the newest product has allowed to maximize contact with customers and become very successful. It usually goes with heavy promotion, lower prices and large target market. Coca cola’s product are mainly distributed in a wide variety of locations including corner stores, convenience stores, restaurants, hotels, shopping mall petrol station and many, many
Also, the company continue to focus on disciplined revenue management, such as maximising the effectiveness of our promotions. The company and their partner involve in manufactures, markets and sells their products. Those combination of the Britvic and PepsiCo brands gives the most
However, choosing the appropriate technology is essential to the success of the advertising industry because different markets prefer different ways of conveying information. The use of applications in phones or e-commerce to order goods and services all over the world may be appropriate to a certain market, but media may be appropriate to an illiterate market (Porter, 1998). The development of smart phones is also an added advantage to the development of marketing activities in the advertising industries. For instance, in Singapore China the Taxi industry uses the application in the smart phones to access the consumers. Although the media are one of the appropriate medium to convey the adverts to the consumers,
Literature review Advertising has become a form of communication and a great source for promoting services and products for any business in the whole market because of its broader impact. The main idea of an advertisement is to get the attention of the consumers, build up the product’s strong image in their mind and provide information to help the consumer to make a purchase decision. So, the central focus in today’s diverse global marketplace is the consumer. Companies exert a lot of effort to find out the best ingredients that should be in an effective advertising and identifying its influence on the consumer’s mind, so effective advertising should be considered as one of the most important tools that strongly affect and can change the consumer’s buying behavior. The research attempts to investigate the impact of effective advertising on the consumer’s buying behavior.
Most people today, own one at least one technological device which could be one of the access platforms that form online channels the company may apply for their digital marketing to achieve profitability and retention of customers. Chaffey and Ellis-Chadwick (2012) state that a digital marketing strategy is constantly needed to provide a sense of direction for an organization’s online marketing activities so that they integrate with its other marketing activities and support its overall business goals. According to Parise et al.
A creative advertising can lead to more memorable, longer lasting, works with less media spending, and builds a community faster. Lack of creative advertising, Pensonic Holdings Berhad is hard to inspiring people to buy their products. Ads that simply catalogue product attributes or benefits were not enough to attract the customer attention and positive attitudes about the products being marketed cannot lead to the customers (Werner & Peter, 2013). Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle & Saunders, 1990). Other than that, According to most studies in different countries, revealed that TV has the biggest effects on audiences and persuade them to start purchasing processes.