Share a Coke Campaign
- Replacing the Coca-Cola logo with popular names (specific for each country)
Recommendations
- Personalization of product
- Understand different cultures
- Australia & New Zealand Europe China
- Expand in emerging markets and develop new beverages
- Energy and sports drinks for the youth
China
Thank you!
Marketing Mix:
Product:
Improving Public Image
Global Marketing Strategy
Celebrity Endorsement
Over 500 brands & 3500 products available today
- Cooperated with sports players, pop stars in different religions to connect with target audiences.
Price:
Promotion:
- 70% of the company volume & 80% of the profit comes from outside the U.S.
- Caffeine & Obesity problem
- Objective: communicate brand image
- Using every channel to advertise
- Health Awareness Campaign
- TV, Billboard, Online, Sponsorship
- #1 In Social Media Marketing
- Since 2012 Coke has been available in every country in the world except Cuba and N. Korea
Place:
- Being global is the main strength
Challenges
Indirect Selling
The Coca-Cola Co. Distributors Retailers
Stores
Restaurants
Cinemas...
- Budget: $3.4 billion (2012)
Belgium Crisis 1999
more than Microsoft and Apple combined
India Crisis 2003
About The Company
- Over 100 sick children
- 15 million cans recalled
- “Your coke is back!” campaign
- Coca cola’s image is left untarnished
- Allegation of unclean factories
- High pesticide content in beverages
- Expert teams sent in to deal with the problem
- Restored faith and trust of people
- Recently received environmental award for government
more than Budweiser, Pepsi, Starbucks and Redbull combined
- #1 non-alcoholic beverage company
- Founded in 1886
- Head office: Atlanta, Georgia
- Annual Revenue: $40.02 billion
Sponsorship
What is Coca Cola?
- Carbonated cola flavored soft drink
- Original, Diet, Zero, Light as well as flavors such as Cherry and Vanilla
- Sponsoring major events, organizations and projects around the world
- Sponsorship results in positive effects, positive image and feelings
Standardization vs. Adaptation
- Core 'global' brand is mainly standardized
- Bottled locally (sugar & water)
- Different cultures have different tastes for Coke
- Certain products only available in certain countries
"Think globally, act locally."
China and Minute Maid Pulpy
- Launched in 2004
- Fruit Juice adapted to Chinese tastes
- Target: 22 - 32
- 7 years, 14th, $1B in Global Sales
- Asian consumers associate Health with Actual Consuming of Fruit
- China - Collectivism Culture
Brand Recognition
Mission Statement
To refresh the world.
To inspire moments of optimism and happiness.
To create value and make a difference.
Classic Campaigns
Always Coca Cola
- Santa has been featured in Coke ads since the 1920s
- Link Christmas to Coca Cola
Hilltop Ad Campaign
I'd like to buy the world a Coke
- The Greatest Gift in 2006
- Christmas Caravan in 2009
- Snow Globes in 2010
Global Marketing Communication
CMGT 556
by Amy Mingjie Yuan
Healthy = Happiness = Coke
Direct Selling
The Coca-Cola Co. Retailers
using its own vehicles to deliver