- May 12, 2020
Coca Cola Brand Communication
CocaCola Brand Communication
CocaCola Brand Communication
Coca-Colais a global beverage manufacturer of non-alcoholic drinks that isbased in Georgia, United States. The brand owns several productsincluding Fanta, Sprite, Minute Maid and Diet Coke. This paperfocuses on forms of communication used to promote the brand. TheCoca-Cola Company utilizes mass media forms such as televisionadvertising, banner ads and print media creating brand awareness. Italso takes into consideration direct marketing, market mixadvertising,social media advertising and web-based interactive.
Cocacola has remained one of the leading brands in marketing. Itsadvertisements over the time it has been in existence have had apositive impact on the society. Its logo and bottle designs areeasily recognizable globally forming a basis for brand recognition inthe market (Nguyeni,2015). The beverage is so pervasive in somemarkets that all soft drinks have been generalized and are referredto as coke. Due to its aggressive campaigns the brand has on manyoccasions be ranked as the number one soft drink globally.
Coca-Colahas made several efforts geared towards direct marketing. The companyoperates incorporated vendor partnerships that are exclusivelydesigned for movie theaters and restaurants that offer coke thuseliminating direct competition. They on occasions sponsor sportingevents thus offering the consumers the brand directly. Such an actionallows for one to one sales to many clients. Mobile marketing agentsemployed by the company send text messages to clients with an aim ofpersonalizing promotions. The world of mouth remains a strongmarketing tool that is contacted by brand loyalists.
Web-basedand social media marketing
Socialmedia and web-based campaigns are essential to the company as theyconstitute to the industry benchmarks. Given the brands, universalrecognition globally audience building is not much necessary. Thebrand enjoys more than ninety million followers across social mediachannels. The company uses cloud sourced content and directengagement as part of its social media marketing strategy ( Powell &Gard,2015). Web-based interactive marketing focuses on the brand`sdesign and functionality. It relies on videos, banners, and publicrelations. The website content focuses more on new products, social,cultural and sporting events .This is aimed at gaining an audiencethrough a well-organized online marketing crusade.
Retailand food services are the two main strategies of the brand achievedthrough sales promotion. Retail efforts are aligned towards directstore delivery, company partnership and point of sale techniques.Reliance is directed towards those campaigns that only offer cokeproducts thus eliminating competition. Direct sales deliveries addvalue in supply chain since it offers an opportunity for advertisinggiven the trucks transporting the commodity contain the company`slogo. Food services activities put more emphasis on food pairing.Foods which are easily paired with coke have a higher chance ofconsumption.
Thebrand values communication consistency since it is a strong pillar inmarketing and building brand image. It products across differentmarket segments all carry the same logo, shape and message whichserves to join customers. This increases the brand visibility as thecommunication to customers is the same across all markets. Thecompany comes up with advertisements that are similar acrosscountries to ensure that its customers live as a family. This alsohelps in reducing the cost of advertising across differently marketsegments. While its packaging changes with different times and eventsits logo has remained unchanged.
Allthe company`s` websites regardless of the location have uniquefeatures that make them similar. This has worked in convincingcustomers across the globe that Coca-Cola is a drink as well as aconsumable. This notion ensures that customers feel proud associatingthemselves with the brand. All this is an indication of brandconsistency. The company uses red and white color scheme in itsmarketing channel campaigns in its websites and while advertising intelevision (Wang,2015). It has remained consistent with the brandcolor for decades thus making it synonymous among its clients.
Theoverriding message in the brand`s communication is quenching thirstyin a more refreshing way to its customers. Communication in the brandmarketing is strategically positioned to maintain the brand`s imageas well as building a large client base. The current presence ofCoca-Cola across the globe can be associated with integratingmarketing, sales promotion, social media marketing, and web-basedinteractive marketing .This has enabled Coca-Cola to remain a tobrand across the globe enjoying equally large profits.
Communicationvalue addition to customers
Customerson many occasions would like to have an understanding of thecommodities they consume. The brand carries out market research ondifferent consumer concerns and publishes the results in the socialmedia and websites thus making them accessible to customers. Thisserves in assuring customers that the coke products much with theirdiets and addressing some of the pertinent. One of the issues thatraised concerns was the connection between obesity and the cokedrink. However, after intensive research, the Coca-Cola announcedthat its products had not shown any direct relation to obesity(Kitchen,2016). Through research and subsequent communication,customers are thus able to consume the beverages without fear ofhealth concerns.
Mostadvertisements indicate to the consumers the retail prices of eachbeverage sold by the brand. Knowing retail prices is essential forcustomers since they protect consumers from overpricing by retailers.Building customer awareness thus remains an integral part ofstrengthening a brand in the market. Interactive websites ran by thecompany ensure that customers can communicate their inquiries andconcerns easily. While conducting the customer attendants through thewebsites a bond is also created between them and the brand. Customersare more attracted to a brand whose management are interactive andreply to queries in time. This works in ensuring that the clientsassociate with the brand as part of their daily life.
Communicationis essential in marketing and building a brand image that is easilyIdentifiable. Coca-Cola has effectively used brand communication inreaching its different market segments across the worlds. Its globalpresence is an indication that communication has worked in building aclient base for the company.
Nguyen,T., & Nguyen, T. (2015). Factors that make a marketing cam-paigngo viral: Case study: Campaign” Share a Coke” by Coca Cola inVietnam.
Wang,M. (2015). Brief Analysis of Sports Marketing Strategy Adopted byCoca Cola Company. Asian Social Science, 11(23),22. http://link.springer.com/chapter/10.1007/978-3-319- 26647-3_102
Powell,D., & Gard, M. (2015). The governmentality of childhood obesity:Coca-Cola, public health and primary schools. Discourse: Studies inthe Cultural Politics of Education, 36(6),854-867.http://www.tandfonline.com/doi/abs/10.1080/01596306.2014.905045
Kitchen,P. J. (2016). Is IMC “Marketing Oriented”? In Rediscovering theEssentiality of Marketing (pp. 441-442). Springer InternationalPublishing. http://link.springer.com/chapter/10.1007/978-3-319-29877-1_92