Analysis Of Coca Cola's Marketing Strategy

Introduction Coca Cola has fast become the world leader in the soft drink industry. But this didn’t happen overnight, the main driver behind their success is their clever marketing plans (Horowitz, 2011). Using current, local events to push their product to worldwide consumers. Coca Cola has used targeted campaigns directed at specific regions to maximise the effectiveness of their campaigns. For Example the ‘share a coke and smile’ campaign was run worldwide but was personalised from country to country. And here in South Africa the #SHAREACOKEZA campaign was a huge success. This campaign ran over several platforms: TV, Facebook, Instagram, twitter and YouTube. The main contributing factor to the success was the personalisation of the cans

Messaging The messaging is the personality of the brand (Fennell, 2015), this is mainly important to companies starting up their marketing section as it creates the voice of the brand in all public communications. Creativity Being creative is important to stand out from other marketing elements from other brands. Coca Cola has always been able to do this through their theatrical commercials and brightly coloured online ad frames Channel selection This is the selection of the medium where the communications will be placed, often one is not enough, so it’s important to maximize communications through as many mediums possible (Fennell, 2015). Coca Cola has achieved this by essentially using all possible channels in order to communicate the brand i.e. YouTube, TV, Facebook etc. Measurement Selecting the means at which the project success is measured. In this case that would be the increase of customer activity regarding the brand on social media and an increase in sales. Bibliography Alton, L., 2015. the Huffington Post. [Online] Available at: http://www.huffingtonpost.com/larry-alton/the-7-critical-roles-of-your-marketing-team_b_6709336.html [Accessed 15 4 2017]. Fennell, J., 2015. Impressions DP. [Online] Available at: http://www.impressionsdp.com/effective-marketing-communications/ [Accessed 17 4