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Coca cola marketing strategy assessment
Coca cola marketing strategy assessment
Coca cola marketing strategy assessment
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This paper will provide a detailed analysis on Coca-Cola’s public affair campaign to fight against obesity: Coming Together. The Coca-Cola Company, a global leader in the beverage industry, holds the highest market share in the soft drink industry with a net revenue exceeding $48 billion. Since obesity was raised to the forefront of American health concerns, a combination of consumer skepticism about artificial sweeteners and accusations that soft drinks contribute to obesity has lead to declines in industry sales. This campaign is initiated because the company doesn’t want to risk being labeled an apathetic contributor to one of America’s top health concerns. Its goal is to inform the public about Coca-Cola’s efforts in corporate social responsibility through a call for the public to join together in efforts to fight obesity.
Obesity is one of the most concerned health issues in the U.S. Statistics show that two thirds of adults and one third of children are either overweight or obese in this county. Although there are a variety of reasons leading to obesity, soft drink consumption is viewed as the leading cause among a number of various factors. Although the industry has been working actively to provide more low- and no-calorie options and increase consumer awareness of soft drink nutrition facts, simply offering low-calorie drinks is not enough. The company has to improve communication to ease consumers’ health concerns. In order to revitalize sales, Coca-Cola Company faces a public relations challenge very similar to one cigarette companies have faced for years. They have to find the balance between supporting anti-obesity efforts and keep selling its most popular products such as Coke and Diet Coke that many claim to contri...
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...is to neglect the media and health professions as key audiences. It is clear that Coca-Cola has not make any effort to communicate to these two groups in the early phase, even though they are the main opinion leader in this case. To truly resolve the issue, Coca-Cola really need to convince or at least provide enough evidence to this group so that their claims are true and believable before launching it to general public. Another is the insincerity of the message. The second video highlighting Coca-Cola’s 140 “Happy Calories” gives the strong sense of insincerity because of its marketing attempt. The last is the unconvincing nature of Coca-Cola addressing this issue. Being considered the direct cause of this issue, Coca-Cola’s attempt in the social responsibility arena, especially on this issue is very unlikely to achieve any result due to its strong association.
The presentation will also emphasize how persuasive advertisements can have significant effects on society, including society’s ideological perception of products and their contribution to the nation’s overall health. It was even found to have more Kilojoules than an average Mars Bar! In fact, the study found that most muesli bars usually have more than 1000 Kilojoules. See how misleading advertisements and packaging can be! These clever marketing techniques give extremely sugary foods a healthy perception to make it more enticing to buy – even though it’s still not healthier than confectionary.
Opinions coupled alongside historical accounts provide a lesson demonstrating the truths of Coke’s corporate greed. Elmore’s argument development progresses in a way that the reader becomes furthered dismayed as the history lesson goes on. Coca-Cola ravaged precious water resources in third world countries which eventually resulted in a scale of humanitarian crisis, yet today The Coca-Cola Foundation’s mission statement reads: “…[We have] Committed ourselves to improving the quality of life in the communities where we do business”. Television commercials depicting delight paired with the soft drink, Coca-Cola’s slogan of, “open happiness” along with massive international event sponsorships that universally are recognized currently label the company as having a positive impact in communities. Elmore’s arguments successfully connect the dots, illustrating to the reader on the dissolute framework which held together and lead to the rise in Coca-Cola’s present day
Throughout the film, various companies are exposed for promoting products in a manner that depicts the products as a healthy alternative. The ultimate exposing is done on the government and the USDA. The government is exposed for making deals with food companies to not demonize companies that sell unhealthy food. Even Michelle Obama 's "Let 's Move" campaign against childhood obesity started out bringing unhealthy companies to the light but died down by emphasizing exercise and not talking about food.This is largely in part due to a deal made with major corporations who weren’t too pleased with the original approach of “Let’s Move”. In addition, the USDA is exposed for promoting products such as cheese, milk, and high fructose corn syrup in a fictional way. They provided no information that they were unhealthy in the
...ance, there needs to be organizations that limit food advertising; just as was done with cigarettes. Even though it is evident that fast-food companies are winning the marketing battle, their success depends solely on their returning customers. Should people stop eating the tempting fast food, and start making time in their day for exercise, not only would fast food companies suffer greatly, but we might have a chance to veer away from our heavy fates. Most importantly, media productions that educate people on the truths of the fast food industry should continue to focus on the risks and consequences of obesity, particularly on groups most susceptible to targeting from fast-food companies? marketing campaigns: minorities and children. With increased education and a pro-active stance on regular exercise, people can start to reverse the trend of obesity in America.
Coke continuously out-stands Pepsi, even though they share a very similar taste and colour, however Coke should not be the drink that receives all the love and attention for what it offers. Despite their similar soda colour, the drinks actually contain some different ingredients, which produce a different taste, and affect the body differently. Furthermore, the way the companies markets their drinks makes a huge contribution to how successful their products will become. The major element for success however stems from their impact on society and how the companies utilize their social power to evolve. The two major soda companies are constantly head to head with one another, yet it is what they do that sets them apart.
In addition, the fast food industry’s main goal is to produce profit, and advertisements for unhealthy nutrition options flood schools, television, billboards, and multitudes of other outputs, all places where young children can view endorsements for fast food. Drawing a parallel between fast food and tobacco, Fed Up claims that soda resembles the cigarettes of the 21st century and that both of these toxins present many future health implications. While continuing to discuss long term effects of unhealthy food and eating habits, various scientific researchers and individuals share that up to “40% of non-obese people have metabolic diseases” (Fed Up). While not everyone may appear overweight or obese, they may have diabetes, heart related problems, high blood pressure, and/or numerous other health concerns. Overall, Stephanie Soechtig’s Fed Up discusses the issues of obesity and how private provide and special interests place themselves above public
Engler, Yves. “Obesity: much of the Responsibility Lies with Corporations.” They Say I Say. Ed. Gerald Graff, Cathy Birkenstein, Russel Durst. New York. W.W. Norton, 2009. 172-181. Print.
The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.
This advertisement makes Diet Coke popular because it focuses on why the consumers drink the product; it 's refreshing and does not cause weight gain. This is proved in the advertisement because the women portrayed are happy and having a good time while sharing a Diet Coke, which leads the consumers to believe that they should buy a Diet Coke as well. This association increases sales and helps improve the overall market
Surveys have shown that sugar-sweetened beverages are the primary source of added sugar in our diets. According to a Coca-Cola history website, the soft-drinks’ bottle sizes have been enlarged drastically over the past 40 years, basically meaning that we are drinking more soft drinks than ever. As an example, half of the population in the US consume sugary drinks every day, in which about 25 percent gain at least 200 calories from these drinks. Sugary drinks are also the top calorie source in teen’s diets, increasing the risk of diseases such as obesity, diabetes and heart problems from an early stage. It is a significant factor that leads to obesity, so I believe resisting these sugary drinks and promoting healthier products could definitely assist the goal of elevating the number of a healthy
In addition, discussed Coke’s strengths, weaknesses, opportunities, threats, and potential ethical issues. While there are a number of challenges that Coca-Cola could face with using social media, they have actually used social media to their advantage. They also understand the ethical responsibility one must have if a company uses social media to advertise its products. Coca- Cola’s social media presence and engagement with the consumer grows daily. As long as Coca-Cola is committed to evolving with the consumer’s ever changing attitudes towards beverage’s it will insure that it will probably remain a top-tier beverage provider for years to
Look SDmart, Retrieved 05/16/07, from http://findarticles.com/p/articles/mi_m1365/is_1_31/ai_63974359/print. Coca-Cola: A Technological View, retrieved 5/18/07, from http://projects.olin.edu/ahs/HOT2004/PolarBears/content.htm. Coca-Cola Our Company- Around The World, retrieved 5/18/07 from http://www.coca-cola http://www.thecoca-colacompany.com/ourcompany/aroundworld.html Nutrition Business Journal. Penton Publishing. October/November 2005.
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
Coca - Cola : Claims, Values and Polices Coca-Cola is a well-known and cherished brand name. When people think of this name, memories tend to overflow in their heads. Why do you need to be a member? Because, not only does Coke taste great and refresh your own personal memories, it also fills you with memories of the Coca-Cola like "Always Coca-Cola", the antics of the Coke polar bears, and all of the different ads that have represented Coke over the years. Just about every ad you see, as a consumer, has tons of hidden meanings.
Learning from experience Coca-Cola has had some fierce competition over the years but nothing in the form of an entire health market shift like now. As well as mounting political persecution of its products like they are facing today. They must rely on past experiences to get through but likely will need to start studying the new trends to stay relevant.