Promotion Strategies of Coca Cola

INTRODUCTION
The Coca Cola carbonated soft drink and syrup that is manufactured, as
well it is also retailer and marketer of this non-alcoholic beverage. It is a
multinational company operating at international level. Coca Cola was
established in 1886, 133 years ago and was originally marketed as
temperance drink as a patent medicine which was invented in late 19th
century and was then brought by a businessman by Griggs Candler. This
led to dominance of the market in 20th century. The company is only
manufacturer of the concentrated solution and further bottling and
packaging of the concentration is done by its business partners. As the
company is expanded to a large market segment it operational work also
has to be also at large scale. The overall profitability of any business
depends upon overall marketing activities of the company that it carries
on. Coca Cola as a big concern can follow some effective marketing and
promotional techniques for a better market feedback from the customer’s
side. The advertisements and promotional activities of Coca-Cola has
been eye catchy from pastime. The advertisements had been creative and
innovative from the pastime to a company is doing regular developments
in the brand awareness. Company has been successful in making
premium brand image of its product in the eyes of the customers (The
Coca-Cola Company, 2019).
COCA COLA
Direct marketing
It ties up with many other companies, restaurants and cinemas
for its direct marketing. It can tie-up with various branded retail
food outlets. So, that if customer orders drink at these outlets
they will be offered only one brand that is Coca Cola. And it will
be helpful in enhancing brand image of the product. The
enrolment of Santa Claus in Advertisement since 1920 is the
most effective tool of direct marketing tool used by the company
to build a brand image (Palmatier, Stern and El-Ansary, 2016)
Figure 1 Celebrating 20 years of holidays
(Source: Mortimer, 2015)
Media
Coca Cola uses print media Tv ads, billboards, etc. for its promotional activities.
Amongst these T.V These advertisements are broadcasted on television by using
their brand ambassadors to grab more attraction of the potential market that mostly
includes youngsters. The television advertisement focuses on both urban as well
rural audiences (Liu and Lopez, 2016).
Advertisement
The Coca Cola carbonated soft drink and syrup that is manufactured, as
well it is also retailer and marketer of this non-alcoholic beverage. It is a
multinational company operating at international level. As the company is
expanded to a large market segment it operational work also has to be
also at large scale. of the customers. Company uses different
advertisement strategies for marketing their products like social media, TV
ads, billboards, etc (Arab., 2018).
Sponsorship
Sponsorship is when a company pays to have name
associated with the event. Coca Cola has to be
associated as beverage partner of various games,
mega sporting event promoting healthy, active living. It
has tied up with association various international
tournaments, concerts, shows and other major event. It
has partnered with other sporting events, enhancing the
brand image of company and making employees and
company feel proud on it. The main motive behind the
concept of sponsorship is that to make the name of
brand in mind of customers. (Chapman, and Kelly,
2016)
Sales promotion
Coca Cola uses sales promotion is tool to increase its sales. The
company provide discounts and offers to people like buy one get
one free. (Singh, and Sahin, 2017)
Promotion
It includes the non-personal form of marketing done under paid sponsor.
The company had used its coke bottle shape as its icon. Even after the
replacement of glass bottle with the plastic one the bottle icon is regarded
as sign of the brand. The company used bottle sign as tool of defensive
marketing. In retail outlets mobile advertising (Lorry with brand
advertisement for Coca Cola has to be common as sales promotion tool
for the company. The company can also conduct projects as corporate
social responsibility (Singh and Sahin, 2017).
Figure 4 Branding Strategy
(Source: Millington, 2015)
REFERNCES
Singh, U.S. and Sahin, O., 2017. Measuring the Effectiveness of Sales Promotion Activities on
Brand Loyalty: A Study on COCA COLA. International Journal of Social Sciences and Educational
Studies. 3(3). Pp.159-173.
Arab, N., 2018. Relationship between dimensions of Brand Equity and 4Ps of Marketing Mix-Place,
Product, Promotion, & Price: Coca Cola-Consumer Based Qualitative Survey.
Palmatier, R., Stern, L. and El-Ansary, A., 2016. Marketing Channel Strategy: Instructor's Review
Copy. Routledge.
Deeter-Schmelz, D.R., 2018. Personal Selling and Sales Management Abstracts. Journal of
Personal Selling & Sales Management. 38(4). Pp.422-434.
Liu, Y. and Lopez, R.A., 2016. The impact of social media conversations on consumer brand
choices. Marketing Letters. 27(1). Pp.1-13.
Chapman, K. and Kelly, B., 2016. Unhealthy sport sponsorship continues to target kids.
Tornhill, S., 2016. “A bulletin board of dreams”: corporate empowerment promotion and feminist
implications. International feminist journal of politics, 18(4), pp.528-543.
Fassnacht, M. and Königsfeld, J.A., 2015. Sales promotion management in retailing: Tasks,
benchmarks, and future trends. Marketing Review St. Gallen. 32(3), pp.67-77.
Karlan, D. and Wood, D.H., 2017. The effect of effectiveness: Donor response to aid effectiveness
in a direct mail fundraising experiment. Journal of Behavioral and Experimental Economics. 66.
pp.1-8.
The Coca-Cola Company. 2019. [Online]. Available Through: <
https://www.britannica.com/topic/The-Coca-Cola-Company>.
Direct mailing
Coca Cola directly mail the promotional scheme that are recently
prevailing by the company by the way of ails and posts the mailing of
promotional material to have a direct brand image of the company in the
eyes of the customers. It is also regarded as effective means of
communication and hence promotion for the brand (Karlan and Wood,
2017).
Figure 7 Coca Cola New Campaign
(Source: Vizard, 2019)
Figure 3Branding Campaign
(Source: Marketing, 2019)
Figure 6Promotional strategies
(Source: Paytm Promotional strategy, 2015 )
Figure 5Coca Cola social media campaign
(Source: Heble, 2019)