Marketing and Management: Case Study Analysis of Coca Cola's Communication Mix for Beijing and London Olympics

Running Head: Marketing & Management

Marketing & Management P a g e | 1
Table of Content
Introduction.................................................................................................................................................3
Elements of communication mix for 2008 Beijing Olympics........................................................................3
Television advertising..............................................................................................................................3
Outdoor communication.........................................................................................................................3
On pack communication..........................................................................................................................3
Online and interactive communication...................................................................................................4
Packaging and merchandise....................................................................................................................4
Sales promotions.....................................................................................................................................4
Public relations........................................................................................................................................4
Association of Coca cola with London Olympics 2012.................................................................................5
Advertising...............................................................................................................................................5
On pack communication..........................................................................................................................5
Online and interactive communication...................................................................................................5
Packaging and merchandise....................................................................................................................6
Sales promotions.....................................................................................................................................6
Public relations........................................................................................................................................6
Difference between marketing strategies of two years...............................................................................7
Traditional and digital marketing.............................................................................................................7
Social responsibility.................................................................................................................................7

Marketing & Management P a g e | 2
Unique elements of Coca Cola London Olympic campaign.........................................................................8
Coca cola beat box...................................................................................................................................8
Increased social responsibility.................................................................................................................8
Innovative packaging...............................................................................................................................8
Targeting young people...........................................................................................................................8
References...................................................................................................................................................9