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What is the secret behind Coca Cola’s success ?

 
 
Reply Wed 7 May, 2014 04:19 am
What is there marketing techniques is making Coca Cola world wide famous
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Type: Question • Score: 5 • Views: 2,769 • Replies: 4
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Romeo Fabulini
 
  1  
Reply Wed 7 May, 2014 04:33 am
It's the taste of CC that makes people buy it, not advertising..Wink
I mean, if something tastes krap, not all the advertising in the world will make people go out and buy it!
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Butrflynet
 
  1  
Reply Wed 7 May, 2014 03:12 pm
@researchomatic,
http://www.businessweek.com/chapter/tedlow.htm

Quote:
Coca-Cola and Pepsi-Cola are among the most successful products in the whole history of business. Coca-Cola is said to be the second most well-known phrase in the world. The most well-known is "okay." So if you say "Coca-Cola is okay" you will be understood in more places by more people than any other sentence.
The reward for this fame have been princely. At the end of 1995, the Coca-Cola Company had a market value in excess of $100 billion. It was the fourth most valuable publicly traded company in the United States.

The Pepsi-Cola story is equally remarkable. PepsiCo, the parent company which owns Pepsi-Cola,was worth more than $50 billion at the end of 1995. Pepsi-Cola was bought out of bankruptcy for $12,000. But it has emerged as Coca-Cola's only sustained rival.

How was all this wealth created from a product as simple as a carbonated soft drink? How did Coca-Cola become such a marketing powerhouse? How did Peps-Cola grow from a price of $12,000 to being a key component in a company worth more than four thousand times that amount?

This chapter answers these questions.

-Richard Tedlow, author of New and Improved



Click the above link to read the chapter.






http://www.jhu.edu/anthmedia/Projects/coke/Coke/EthnographyandAnalysis.html


Quote:
Inside the International Marketing of Coca-Cola


Coca-Cola may seem like a simple soft drink company, but its mission expands far beyond providing drinks to the world. Its company goals, “to refresh the world”, “to inspire moments of optimism and happiness”, and “to create value and make a difference” are broad and ambitious, and do not seem like the kind of goals one would associate with a soft drink company (The Coca-Cola Company). These goals are very much reflected in their advertising campaigns, which include slogans like “Coke Adds Life”, “Have a Coke and Smile”, and the most recent “Open Happiness”. All of these campaigns are purposely broad, and express a broad theme, in order to connect with people of all cultures and backgrounds.



Click the link to read the rest of the article.
cicerone imposter
 
  0  
Reply Wed 7 May, 2014 07:09 pm
@Butrflynet,
There was a documentary on Coca Cola a few days ago that was on tv. It has to do with their marketing. They even changed their ingredients for a few years, but knew the change was the wrong decision, and returned to their original.

The specially shaped bottles was an excellent idea, but during the war years, they made sure all the military had coke no matter where they were located. Coke made sure they were delivered to the front lines. They knew that the returning soldiers from the war would be their best customers.

When I was in the USAF in the late fifties, I must've drunk 3-4 bottles a day with peanuts - when not drinking beer.

I think that was the same with all the military service men and women after WWII.

You can go to any place on this planet, and you'll always find coke.

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bobsal u1553115
 
  1  
Reply Thu 8 May, 2014 09:03 pm
An advertising and marketing program larger than the GNP of most nations.
0 Replies
 
 

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