Brand Management of Coca-Cola : Doc

Added on - 21 Apr 2020

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RUNNING HEAD:Brand Management1Brand Management
Brand Management2Table of ContentsIntroduction......................................................................................................................................3Marketing campaign of Coca-Cola..................................................................................................3Reasons for failed marketing campaign of new drink of Coca-Cola...............................................3Unable to understand target audience..........................................................................................3Insufficient research.....................................................................................................................3Market segmentation across different channels...........................................................................3Not tracking right matrics............................................................................................................3Inappropriate supremacy..............................................................................................................4Conclusion.......................................................................................................................................4References........................................................................................................................................4
Brand Management3IntroductionMarketing campaigns refer to a planned course of action to market and offer a product or service.This report describes the reasons for Coca-Cola marketing campaign of introducing new drink inChina which was unsuccessful in this country. The main objective of this report is to identify thereasons behind the failed marketing campaigns of a brand in a different market.Marketing campaign of introduced new drink of Coca-ColaAccording toKaplan & Haenlein (2011), Coca-Cola has fulfilled some great accomplishments inadvanced promoting, not slightest it’s massive after via web-based networking media anddifferent polar bear crusades. The organization attempts various creative propelling efforts, forexample, Coca-Cola Happiness Machines which are unique coke dessert equipments apportionitems including liquor, pizza, blooms, and sandwiches. The brand get huge number of goodcustomer views and positive response on the social website such as YouTube, gaining it a largenumber of perspectives which help the organization to build a strong reputation in the markettowards the brand, and become more competitive, and increase their profitability and growth ratein the market. Another advancing exertion of Coke zone is a prizes program introduced in 2008,in Australia, set up with the purpose of finding customer's encounters, empowering customerengagement and assisting with general client relationship association endeavors (Keller et al.,2011). The program conducted for the marketing of product introduced by Coca-Cola inAustralia which was successful and gaining many rewards for the successful implementation inthe country.Reasons for failed marketing campaign of new drink of Coca-ColaAccording toCugelman et al. (2011), the major reasons which show the marketing campaigns ofCoca-Cola new drink was unsuccessful in China are explained as follows:Unable to understand target audience: According toKaplan & Haenlein (2011),marketing campaigns are often started from the perspective of what organization wants to offer.Understanding the target audience is the big part of the campaign. In introducing new drink byorganization in China was unsuccessful because Company was not focusing on the targetaudience of country for their product. Huiyuan has provides Coke genuinely important market
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