Carbonated Soft Drinks Case Analysis

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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 …show more content…

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 …show more content…

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

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