The brand Coca Cola speaks for itself when it comes to attracting global audience through it’s World class marketing. From starting as early as the late 1800s to providing a 2.2 Billion serving over 200 countries is a brand that shall go ahead with mankind for a very long time period. Today in this article we shall discuss about the marketing strategies incorporated by Coca Cola that made it a global household name and it being deep rooted to the minds of it’s consumers.
About the Brand
In the mid summer of 1886 a brand was created in the western world that gave way to becoming the greatest in the beverage industry for the upcoming decades and the next century to come. In Atlanta thus Coca Cola was born. Coca cola also states to provide employment to over 700,000 people leading to a positive impact to the global economy to serving drinks to over 2.2 Billion users across 200 Countries.
Coca cola’s portfolio states that it is the leading brand in the beverage industry with expanding to other associated beverages like tea, diet drink and even packaged drinking water.
From creating mind blowing commercials to a lot of non profitable activities, Coca-Cola has created an affluent form of marketing to promote it’s brand and underneath we shall discuss these case studies in detail for a good level of understanding.
The success Journey into the establishment as the best
*Being a global franchise distribution network, Coca cola has established itself as one of the biggest brands ever to have existed. Underneath sharing a few pointers that have made coca cola the best of it’s industry.
* Coca-Cola’s grand focus on developing markets have played a pivot role in it’s success. This venture has lead them to reach to the 80% of the global population making their money making plan exponentially higher.
* Brand portfolio optimisation- With reaching out to the people in their local dialect, and a change in their logo with time, Coca cola has changed it’s presence with time thus helping them to reach the desired milestone.
Let’s Check into some of the major global campaigns by Coca Cola that brought the marketing world to a standstill for a while
The Hilltop Campaign
Connecting human kind- Coca cola hasn’t always been a sole product promotion oriented brand. They have always tried to connect to the global audience using their advertising strategies. Let’s look into the 1971 Hilltop campaign organised by them.
Celebrity Endorsement Campaigns
Endorsements by the popular faces- Coca-Cola has always focussed upon celebrity endorsements. With Hollywood celebrities like Elvis Presley to Selena Gomez even with Indian celebrities like Siddharth Malhotra & Deepika Padukone.
Coca-Cola Key Mergers:
1960 – Coca-Cola acquires Minute Maid, a producer of juices, soft drinks, and other beverages such as the popular Hi-C brand.
1993 – When Coca-Cola was struggling to gain a foothold in the Indian market, they purchased the popular local brand, Thums Up. Their business now makes up over 40 percent of the cola business in India.
1995 – Acquisition of Barq’s which produces a line of root beers and cream sodas.
1999 – Coca-Cola purchased 50 percent of Inca Kola for $200 million and took control of its marketing and bottling operations.
2001 – Odwalla, a brand of fruit juices, smoothies, and bars was acquired. This company was discontinued in 2020.
2007 – Coca-Cola acquired Fuze Beverage, a producer of teas and fruit drinks that were infused with vitamins and minerals.
2008 – The company purchased 40 percent of Honest Tea, a popular iced tea producer.
2011 – The remaining shares of Honest Tea were purchased giving Coca-Cola full ownership.
2013 – Coca-Cola purchased the coconut water company ZICO.
2014 – 16.7 percent of the energy drink manufacturer, Monster Beverage, was sold to Coca-Cola in exchange for a long-term strategic partnership.
2016 – Coca-Cola purchased a portion of Chi Limited, a major distributor of snacks, food, and beverage products in Nigeria.
2017 – Topo Chico, a Mexican sparkling water brand was acquired by Coca-Cola.
2018 – Coca-Cola purchased Costa Coffee making it the owner of the second-largest coffeehouse chain in the world after Starbucks Coffee.
2018 – Organic & Raw Trading Co., the Australian producer of MOJO kombucha was acquired
2019 – Coca-Cola completed the acquisition of Chi Ltd. in Nigeria (after buying 40% of the company in 2016)
2020 – The Coca-Cola Company acquired 100% of dairy brand Fairlife
Marketing Strategies Incorporated
Undeneath sharing a few key marketing campaigns created by Coca Cola that made it what it is today.
1. Share A Coke Campaign
Incorporated in the year 2014, the main objective of this campaign was to increase the sales of their coke whilst keeping the tagline in focus. The campaign turned out to be a huge success.
2. Taste The Feeling- The main focus of this campaign was to bring about how a shared moment can turn out to be awesome and tasty by sharing a bottle of Coca-Cola. The campaign gradually turned out to be a huge success at it’s own stand point.
3. Open Happiness Campaign– This campaign of Coca Cols stated that taking breaks during a tough day is all fine if it is enjoyed through Coca Cola. The commercials were a global success. Let’s look into their official poster.
Some other notable campaigns–
- Holidays are coming
- Santa Claus and Coca-Cola
- Hilltop Campaign
- Love Story Campaign
- Happiness Machine Campaign
Conclusion
Thus in the above sections we have seen how a brand like Coca Cola paved it’s way into making such powerful and successful campaigns. It is for your brand that you should look into while making such strong message oriented campaigns that shall lead to eventual success. It is better to be done by the right people just like consulting Digital Rosogulla would be the best idea the best digital marketing company in kolkata.
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