Marketing Ethics Of Coca Cola

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Holistic marketing also incorporates social responsibility marketing and understanding broader concerns and the ethical, environmental, legal, and social context of marketing activities and programs. The business will tend to adopt ethical behavior in its marketing strategy and will ensure that proper and true information will be provided to the concerned parties(Homburg, Stierl & Bornemann 2013). 2. Importance of Touch points: Touch points are the points where customer comes in to contact with the business before during or after getting services from the business. The various Touch points can be at your business office, website, advertisement, online reviews etc. A simple mistake during a touch point for example poor customer service, not …show more content…

The Touch points of the products of the company are mostly through advertisements through electronic media such as television advertisement, social networking sites such as Facebook, twitter, Instagram, YouTube, etc., print media such as newspapers, billboards etc. The customers also come into contact with the products of the company through in-store promotions, fairs, and other promotional events. The Coca Cola Company offers its products through stylish and unique labeling which presents the Coca Cola brand logo on every product. The customers can easily identify the Coca Cola products because of its unique packaging (Freeman, Kelly, Baur, Chapman, Chapman, Gill &King 2014). In 1986 the Coca Cola Company introduced its new product Diet Coke through Secondary brand association. The major benefits of secondary brand association for the new products are as follows: 3.1 …show more content…

By successfully introducing Diet Coke the Coca Cola company extended its parent product i.e. Coca Cola through secondary brand association. The parent product Coca Cola was familiar with the consumers and they were really interested in something new that was offered by the company which was an extended version of the existing product. The most beneficial aspect of this extension was the company was promoting its new product along with its existing product with minimal additional expenses on the marketing campaigns. The company already had a vast distribution network which made easier for the company to reach maximum number of consumers across the globe (Pendergrast

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