Tag: coca cola marketing

Coca-Cola vs. PepsiCo: Difference in Their Business Model & Marketing Strategies

There are hundreds of beverage brands offering a variety of drinks to consumers. But PepsiCo, Inc. and Coca-Cola Co. are leaders in the global beverage industry. They are the world’s largest beverage manufacturers. Their business models are similar in terms of flagship products and ideal consumers and industry.

The Coca-Cola company was founded in 1892 with its headquarters situated in Atlanta, USA. The PepsiCo Company was founded in 1898. At that time, its name was Pepsi-Cola. The company merged with Frito-Lay, Inc. in 1965. After that, its name changed to PepsiCo. The headquarters of the company is situated in New York, USA.

PepsiCo operates several brands including Tropicana, Frito-Lay, Gatorade, Quaker, etc. The world’s top soft drink brands, such as Coke Sprite, and Fanta are brands owned by Coca-Cola company. We can find so many key similarities and differences between these two business models. The comparisons between these two business models are given below. Also, we’ve listed the pricing strategies of Coca-Cola and PepsiCo and the Marketing Strategies of Coca-Cola and PepsiCo.

Coca-Cola vs. PepsiCo: Strengths
Coca-Cola vs. PepsiCo: Weaknesses
Coca-Cola vs. PepsiCo: Business Model
Coca-Cola vs. PepsiCo: Pricing Strategy
Coca-Cola vs. PepsiCo: Marketing Strategies

Coca-Cola vs. PepsiCo: Strengths

PepsiCo has a brand value of over $18.2 billion and has ranked 36th in the most valuable brands in the 2020 list prepared by Forbes. Sales of beverages and snack foods of the company are coming under one umbrella. It made PepsiCo a diversified and stronger business. It had 60% of its revenue from the food business and the remaining 40% from the beverage industry in 2022.

Products of PepsiCo

The company has 23 brands, including Pepsi, Fritos, Doritos, Pepsi Max, Diet Pepsi, etc. Each one makes more than $ 1 billion annually from sales. PepsiCo has a strong global presence in more than 200 countries around the world. It utilizes Direct Store Delivery (DSD) for its distribution network and supply chain. So the distributors deliver snacks and beverages directly to small stores.

The target audience of PepsiCo is the younger generation. They stand as a brand for the youth. To face the challenges and increase resource sustainability, the PepsiCo Company works with many community-based organizations.

In the case of Coca-Cola, it has strong a and unique brand identity. In 2011, it got the “highest brand equity award” from Interbrand. The company has a larger global presence. They are selling products in more than 200 countries. They also sell 1.9 billion bottles per day.

Customer loyalty is another strength of Coca-Cola. They are one of the most emotionally connected brands in the US. It is difficult to find substitutes for them. Coca-Cola has the 3rd rank in the Best Global Brand list annually prepared by Interbrand. According to the Forbes List of Most Valuable Brands, it ranked 6th with a brand value of $64.6 Billion in 2020. Also, it has more market share than PepsiCo in the beverage industry.

Products of Coca-Cola

Diet Coke, Sprite, Limca, Maaza, and Fanta are the top-growing brands of Coca-Cola. The distribution network of the company is more extensive and efficient in the world. They have almost 250 bottling partners. In 2016, Coca-Cola acquired the largest soy-based beverage brand in Latin America named “Ades” and expanded its beverage portfolio through this.

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Coca-Cola vs. PepsiCo: Weaknesses

PepsiCo is over-dependent on soft drinks and packaged foods. It decreases the agility and flexibility of the company. Most soft drinks of PepsiCo have high sugar concentrations and its snacks contain chemical additives. It is not good for your health. Unsuccessful PepsiCo products, such as Pepsi Blue, Crystal Pepsi, etc. have made employees frustrated, and it allowed the growth of competition.

Companies must use their highest position to achieve the common good of society. But in 2017, PepsiCo’s advert featured by Kendall Jenner received criticism. That advert trivialized the Black Lives Matter movement.

Coca-Cola’s biggest competitor is Pepsi and it is preventing them from becoming a leader in the beverage market. In the case of Coca-Cola, the product diversification of the company is very low. They are lacking in the snack food category. At the same time, PepsiCo presented snack items like Kurkure and Lays. This puts Pepsi ahead of Coca-Cola.

Also read: How did Coca-Cola lose $4 billion – Coca-Cola VS Cristiano Ronaldo Complete story

Carbonated beverages are one of the main sources of sugar consumption. It causes health problems such as diabetes and obesity. Coca-Cola is the largest producer of carbonated beverages. Most health experts advise decreasing the use of soft drinks. The company hasn’t found any solution to this problem yet.

Coca-Cola vs. PepsiCo: Business Model

Both Coca-Cola and PepsiCo are towering brands well-renowned in the beverage industry for years and a significant part of their popularity surely comes from their robust business models. Though Coca-Cola and PepsiCo seem quite similar in their product lines and business models, there are slight differences that make each of them unique and speak for themselves.

Diversified Product Portfolio

PepsiCo and Coca-Cola are undoubtedly famous for their beverages under a range of brands but along with that they also bring out many different ancillary products.

When it comes to PepsiCo, it exhibits a truly diversified product portfolio and manages to put equal emphasis on each of its products. The consumer packaged goods industry is the other industry where PepsiCo has its footprints. The products of PepsiCo in the snack food category account for nearly 50% of the company’s total revenues. This diversified business model of the company has made it create and acquire several complementary products in both the food and beverage industries.

On the other hand, when it comes to Coca-Cola, the company purely relies on its beverages and beverage brands for the revenues it collects. The company possesses around 100-plus beverage products of its own.

Coca-Cola’s policy of dominion

Coca-Cola believes in a more focused form of business thereby dominating the beverage industry almost exclusively. Therefore, it minimizes the cross-promotion of multiple products across a wide range of industries.

Pepsi’s unique way of branding

PepsiCo has been successful in branding all of its beverage brands along with its consumer packaged goods interestingly. Unlike the Coca-Cola company, Pepsi manages to equally focus on each of its products with the help of its unique branding, which leads the customers to purchase a second product of Pepsi as soon as they buy the first one owned by the brand.

Also read: How PepsiCo Uses AI in Production, Advertising, and Customer Research?

The Emergence of Energy Drinks

After a successful run of Coca-Cola and Pepsi in the beverage industry with their soft drinks/fizzy drinks, the growing concern of the masses for maintaining their health and fitness led them to opt for newer and healthier options. This resulted in the emergence of energy drinks.

Some new beverage companies hit the markets with their new products but the beverage giants didn’t take a step back and yield to it, but take their steps valiantly forward to make their mark even in this new segment. To diversify its offerings further, Coca-Cola bought a large stake in Monster Drink back in 2014 while Pepsi started producing its energy drink labeled as Mountain Dew Kickstart.

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Coca-Cola vs. PepsiCo: Pricing Strategy

Pricing Strategy of Coca-Cola

Coca-Cola’s pricing is based on the value that its products create for customers in different situations. The pricing strategy of Coca-Cola is what they refer to as “meet-the-competition pricing“: Coca-Cola product prices are set around the same level as their competitors because Coca-Cola has to be perceived as different but still affordable.

Pricing Strategy of PepsiCo

Pepsi is taking this value-based pricing strategy a bit further with its “Hybrid Everyday Value” model. This pricing strategy is an effort to make customers buy Pepsi not only when it is on sale. They have various sizes of bottles offered at various rates. This is priced according to the quantity of the drinks supplied. The promotion is also done keeping in mind the targeted customers.

PepsiCo’s Net Revenue Worldwide from 2012 to 2022

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Coca-Cola vs. PepsiCo: Marketing Strategies

Coca-Cola and PepsiCo, being two of the most loved beverage brands dominating the industry for decades surely sport foolproof marketing strategies. When it comes to big flashy advertisements and marketing campaigns, both of them play their parts incredibly well to drive their sales effortlessly.

Both of the brands keep on introducing popular flavors into their drinks. Furthermore, they are also claiming a good foothold even in the relatively new segment of diet drinks and energy drinks. Besides, it is important to note that as the millennials form the core of the customer base that the soft drinks and beverage industry boasts of, both Coke and Pepsi aim to target them first.

Memorable Campaigns of Coca-Cola

Coca-Cola has had its share of brilliantly made ad campaigns that not only went on to drive a considerable amount of sales but also have the brand etched in the minds of the customers. One such advertisement campaign is “Share a Coke with.” This campaign introduced the Coke bottles listed with people’s names on them. It went well with the customers, who not only wanted to see their name printed on Coca-Cola bottles on TV ad commercials but possess the actual bottle with them as a souvenir. The campaign resulted in around 7% growth in the consumption of Coke by young adults.

Coca-Cola Advertisement – Share a Coke with

Coke then launched the famous campaign “Taste the Feeling.” This initiative revolved around the good old feelings and emotions of the people associated with the legendary brand, Coca-Cola. The advertisement picturized groups of friends drooling over ice-cold bottles of Coke and having them together, toasting to their friendship and reliving the memories of their past, evoking a sense of friendship and togetherness.

The advertisement “Holidays are Coming” is yet another one of the famous Coke campaigns that went on to be a huge success. With the idea of holidays, most people associate the feelings of positivity, joy, homecoming, and summer or Christmas holidays. Therefore, this is another campaign that hits on the people’s emotions about Coca-Cola, as a drink, which is associated with fun, relaxation, vacation, and togetherness, and feelings of warmth, friendship, and brotherhood.

Coca-Cola Christmas Commercial

Coke has also scored big with its effective reactive marketing campaigns after the implementation of the sugar tax. This campaign had the advertisements of the company saying “They don’t make them like they used to – we do.” With this campaign, Coca-Cola tried to hint at the authenticity of the taste of Coke, which has not changed in the 132 years that the brand has seen, thereby encouraging people to taste the authentic flavor of Coke.

Here’s a detailed analysis of Coca-Cola’s Marketing Strategy and Campaigns.

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Major Campaigns of Pepsi

Pepsi’s advertising campaigns are a lot different than Coke’s. This brand likes to experiment with the latest developments and work with current celebrities. Pepsi’s advertisements are either purely witty or catapulted by its rivals, with a tint of humor.

Pepsi is also big in terms of the celebrity collaborations they make for their advertisements. Over the years the brand has been associated with a whole range of big names from the singing and acting industries. People like Britney Spears, Cindy Crawford, Cardi B, and more have already been roped in by the brand so far, which resulted in multiplying the overall sales of the brand.

A popular campaign brought out by Pepsi featured a young boy standing on 2 Coke cans to reach a can of Pepsi. These kinds of adverts have proven quite successful for the brand that believes in coloring their campaigns with a tinge of humor. However, on some occasions such humor also resulted in backfiring against the brand, even harming their reputation at times.

Pepsi Commercial

The Prominent Difference in the Marketing Campaigns of Pepsico and Coca-Cola

While Coca-Cola wants to empower friends, college-goers, students, and other professionals to come together and relive their days as young adults and toasting to their brotherhood, PepsiCo has marketed the products in such a way that the present generation can connect with them. PepsiCo on the other hand has been successful in creating advertising campaigns that bring in the newer elements of the age, a bit of wit, and ooze “coolness” or inject the perception of being “cool” and thus different and superior to other tastes.

No doubt both of them have been equally successful with the help of their innovative ideation and the implementation of unique marketing campaigns.

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FAQs

What is the structure of Coca-Cola?

The organizational structure for Coca-Cola is designed in such a way as to suit the changing needs of the customers. It uses a decentralized system of management, which is divided into two operating groups; the Bottling Corporate and Bottling Investment.

What is the production cost of Coca-Cola?

It should be around 15–16 Rs, including the cost of sugar which is over 100 Mg in one liter of the bottle.

What is the pricing strategy of Coca-Cola in India?

The pricing strategy of Coca-Cola is what they refer to as “meet-the-competition pricing”: Coca-Cola product prices are set around the same level as their competitors because Coca-Cola has to be perceived as different but still affordable.

What is the difference between Coca-Cola and Pepsi’s marketing strategies?

A large part of Pepsi’s marketing budget goes to digital marketing and advertising. Apart from that, a large sum is also spent on television advertising and other traditional methods of advertising. Any leading brand is investing heavily in digital technology for marketing and a better customer experience.

Coca-Cola works on building Customer relationships and making their production and distribution more efficient and cost-effective.

What is Coca-Cola’s business strategy?

Coca-Cola is evolving its business strategy to become a total beverage company by giving people more of the drinks they want – including low and no-sugar options across a wide array of categories – in more packages sold in more locations.

September 8, 2023
Coca-Cola Vs. Pepsi: The Amazing Story of Brand Wars And Marketing Strategies

A relationship and a rivalry ingrained in the culture that predates the 20th century. Two companies that have played a pivotal role in shaping the contours of modern advertising.

J. C. Louis and Harvey Yazijian’s 1980 book titled ‘The Cola Wars’, perhaps, best describes it. “As two of the prime consumer products in modern civilization, Coke and Pepsi have come to epitomize perhaps the central feature of all advertising, which is to provide the forum for placing social values and attitudes on a plane with material ones — be they goods, services, or money”

Between the two historical giants exists legendary marketing tactics to outdo each other. One of the most famous ones was the 1975 Pepsi Challenge.

What was the Challenge
The History of the two Titans
Marketing Strategies Comparison
Who is Better

What was the Challenge

The Cola War: Cola Cola Vs Pepsi

The Year 1975

Coca-Cola had been holding the number one position in the market for decades. Their superior distribution system, effective marketing, and incredible brand loyalty created a legion of happy customers.

Pepsi was relatively new and looking to capture a sizeable market portion. They were driven, hungry, and willing to go that extra mile. A business savvy executive at the company designed a bold and revolutionary strategy and called it ‘The Pepsi Challenge’.

They walked inside the malls around the country and invited people for a blind taste test. One can contain Pepsi and the other Coca-Cola. The blind taste test resulted in the favor of Pepsi. They were jubilant about the win and conducted television campaigns showing people choosing Pepsi over Coca-Cola.

Pepsi had won the battle but the war was yet on. Coca-Cola had yet to respond.

After a few initial blunders like issuing press releases and questioning the results of the Pepsi campaign, Coca-Cola came up with a devious plan. Enacting the adage ‘If you can’t beat them, join ‘em’, they came up with New Coke that was similar in taste to Pepsi.

The plan worked like a charm. The ‘New Coke’ spurred debates as people wrote to the company to change it back to the classic Coca-Cola taste. Now people were again talking about Coca-Cola – New Coke vs. Coke Classic. And Pepsi was forgotten.

The Year 2003

This iconic battle was so baffling that a neuroscientist named Read Montague decided to resolve it through his own study.

He recreated the blind taste test with a few test subjects and monitored their brain activity. His research was in line with the original campaign – Pepsi was preferred. His finding was that the subjects responded strongly to Pepsi in the reward center of the brain.

Next, he tweaked the test the told his subjects exactly what drink they were consuming. This time the test results were in favor of Coca-Cola. He observed that brain activity changed. Memories and perceptions had taken over and sheer brand power overrode every other consideration. Coca-Cola has won again !!

The History of the two Titans

Both drinks were created in a pharmacy. Coca-Cola was the first to be created by Dr. John S. Pemberton in the early 1800s. A little over a decade later, Caleb Davis Bradham created the drink that would later be known as Pepsi-Cola. For more than a century and traveling different paths, both these companies have created a niche for themselves. Their marketing techniques have made it to the Advertisement Hall of Fame and the brands are identifiable by their logos worldwide.

Marketing Strategies Comparison

Coca-Cola was the first company to expand internationally in 1915 by opening a plant in the Philippines. By the 1920s Coca-Cola was establishing a presence in Europe and within a decade expanded its presence to Australia and South Africa.

Meanwhile, Pepsi had expanded its footprint in the country to 24 franchises by 1910. World War I and the resultant sugar crises almost forced Pepsi to go bankrupt in 1923. The company was sold about 5 years later and relocated to Virginia. In the early 1930s the company again faced bankruptcy but recovered and since then has been successfully growing.

Both companies have developed logos after a deep market study using colors that most resonated with consumers. Their advertisement campaigns have been on an equal footing, be it creating catchy jingles to audience-engaging television promotions. By the 1960s, both companies had a presence in more than 100 countries when Pepsi decided to tap the youth market by dubbing the brand as ‘those who think young’. Its youth-focused advertisements continue into the 21st century.

Both companies expanded their product range in the 1960s. Coca-Cola purchased the Minute Maid Corporation and launched its most successful product Sprite. Pepsi, at the same time, gave its health-conscious customers a sugar-free option called Diet Pepsi. They also acquired the distribution rights of 7-up, Sprite’s main competitor, in the 1980s. As time went on, both companies expanded their product ranges and are on an equal footing.

With time and technological advances, this clash of the titans has also evolved. Both companies used celebrities for endorsements which lasted for about 2 decades. When social media marketing evolved, both companies became active online continuing their war.

Over the years both companies have sponsored a slew of major sporting events. Coca-Cola has been associated with the Olympics since 1928 while Pepsi has a long-term deal with NFL.

Who is Better

Every year, with all the highs and lows, they win some and lose some. However, there is no clear demarcation about who is better. Both conglomerates are head-to-head. However, for both brands, the future is more about hand-in-hand as the market and consumers evolve.

FAQs

What marketing strategy does Pepsi use?

Pepsi’s marketing strategy utilizes celebrity endorsements and company sponsorships to promote its product.

What marketing strategies did Coca-Cola use?

Coca Cola actively uses social media and online communication channels for business promotion.

What makes Coca-Cola more successful than Pepsi?

Coca-Cola has a much stronger position in the industry than Pepsi because of its diversified product line and portfolio, which gives it the upper hand when it comes to competition.

Why did the Cola Wars happen?

The great Cola Wars of the 1980s were a battle between Coca-Cola and Pepsi for dominance.

December 8, 2022
How a Small Marketing Decision Took Coca-Cola Off to Sky?

Dr. John S. Pemberton, a pharmacist in Atlanta, Georgia, created a new kind of sugary drink sold in soda fountains that gave birth to Coca-Cola. The naming credit of the beverage goes to Frank M. Robinson, as well as for designing the trademark still used today.

Coca-Cola was founded in the year 1886 and was charged only five cents back then. It was during the same time that the marketing efforts in Coca-Cola’s history were executed through free vouchers or samples of the beverage.

It is hard not to be amazed by the love Coca-Cola has been getting for 135 years. Today, the coke we know wasn’t always like this, it has gone through various iterations over the years. It started off selling nine drinks a day in Georgia to selling more than 1.9 billion beverages in more than 200 companies around the world daily, that’s how the brand evolved since its inception. Let’s read how.

History of Coca-Cola

Before Dr. John S. Pemberton’s demise, he sold off his Coca-Cola recipe to then-American tycoon and Politician Asa Candler. The man behind the success of the Coca-Cola company. He played an instrumental part in spreading the brand across the country.

Asa Candler

He acquired all the rights of Coca-Cola and incorporated it as The Coca-Cola Company in 1892 and expanded the distribution of the syrup to soda fountains beyond Atlanta. He also promoted the drink by giving it away for free and labeling pharmacies and soda fountains with items bearing the brand’s name.

The game changed for the brand when a businessman named Joseph Biedenharn, began the concept of bottling the beverage. The significant rise in the demand for Coca-Cola led to the idea that the soda fountain should be portable.

To keep up with the increasing demand, Candler had set up many syrup plants across the country in places like Dallas, Chicago, and Los Angeles. During that time, soda fountains were the only way to consume carbonated beverages in the United States. Asa Candler was a savvy businessman, but he underestimated the future of Coca-Cola in that it would be in portable bottles rather than soda fountains.

In 1899, two lawyers, Benjamin Thomas and Joseph Whitehead approached Candler to sell the rights of Coca-Cola to them. In no time, he sold the bottling rights to them for one dollar with a contract that had no expiration date.

The reason Candler sold off the rights so cheaply truly shows that he believed that bottling would never be a hit. However, things did not go as Candler’s assumptions, bottling did become popular, surpassing fountains sales in 1928.

The non-expiring contract included that Candler had signed to provide syrup for a fixed rate, which meant Coca-Cola’s profits can only be doubled by maximising the amount of the product sold and minimising the price to the consumer.

The marketing strategy that made Coca-Cola one of the greatest brands in the world

The story behind the 5-cent price tag of Coca-Coal

Why coca-cola didn’t change its price for 70 years?

The Genius Marketing Strategy of Coca-Cola

The brand decided to do aggressive marketing campaigns to associate its product with the five-cent price tag. This proved to be a successful campaign because consumers thought the brand is selling the product themselves.

Coca-Cola 5 Cent Advertisements

As a result, it provided an incentive for retailers to sell at that price, even though a higher price at a lower volume might have made them more profitable.

Up until the 1950s, the price of coke remained the same at five cents because they did not want to affect the psychological associations among consumers.

As the soft drink continued to gain popularity in bottle form, it also gave rise to its competitors, who began producing copycats. This incident made advertising an integral part of Coca-Cola.

They started advertising its product as genuine and running campaigns to urge the public to “demand the genuine”. To beat the competition, they are the first ones to manufacture the contour shaped-bottles. This signature style allowed the company to distinguish its product from replicas. From then on, the brand started making advertisements that always had an impact on its consumers.

Coca-Cola Bottle Shape

Coca-Cola always stuck to its idea of simplicity, they have never strayed from its timeless and fundamental ideals. Over the decades and masses of marketing campaigns, Coca-Cola has consistently expressed one compelling message: the joy of simple pleasure in life with simple slogans such as “Enjoy” and “Happiness” that seem to be working across the globe.

Even after being a global icon, the brand understood that to reach consumers they have to personalise and speak at a localised level. Every country has its version of a Coke advertisement that is customised to its local culture and language, with the most popular names of each region printed on bottles and cans in place of the brand’s title.

Conclusion

So, to play like a boss in the marketing world, one should learn from Coca-Cola’s marketing strategies.

They set a perfect example when it comes to building a successful global brand. That is by making human connections more relatable, introducing innovative designs and styles while staying true to simple principles, and creating branded experiences.

FAQs

When did Coke stop being 5 cents?

In 1959 when inflation hit the brand stopped selling Coke for 5 cents or one nickel.

When did Coke cost 5 cents?

Coke had a fixed price of 5 cents from 1886 to 1959.

July 25, 2022
Decoding the Secret Behind Coca-Cola’s Marketing Strategy and Campaigns

Everyone knows Coca-Cola, it is one of the most popular and beloved brands in the world. Coca Cola is an international company and the world largest manufacturer, licensor and distributor of 3,500 nonalcoholic beverages with more than 500 brands and selling 17 billion servings per day in more than 200 countries.

The global behemoth is known for its marketing strategy of creating and maintaining its identity of bringing people happiness and unity. Coca-Cola owns four out of the five biggest soft drinks which are Coca Cola, Diet Coke, Sprite and Fanta.

Coca-Cola was invented in the late 19^thcentury and has continued to be in the top position in the beverage industry. In its long history, the company has been able to come up with unique and innovative marketing campaigns that have been extremely successful.

Coca Cola generates 60% of its revenue and about 80% of its operations profit from outside America, which goes to show that coca-cola has strong brand recognition across the globe.

The mission of the company is to refresh, inspire optimism and bring about happy moments in consumers lives, while the framework of the company is to address various elements of its business which are customers, partners, productivity, brands portfolio and communities. According to Business Insider, approximately 94% of the world population is aware of the red and white logo of coca-cola, pointing out the fact it has been successful in implementing its mission. The competitors of Coca-Cola is Pepsi Co and Dr Pepper Snapple. Let’s decode the marketing strategy of Coca-Cola.

A Brief History of Coca-Cola
Target Audience of Coca-Cola
Coca-Cola Marketing Strategy
Popular Campaigns of Coca-Cola

A Brief History of Coca-Cola

Coca-Cola has evolved a lot from when it first started, the company went from selling one product to more than 3,500 beverages, having affiliations with 500 brands selling 17 billion servings in a single day to more than 200 countries.

Coca-Cola is the leading company in the beverage industry and first started out by being a soda fountain drink in Atlanta, Georgia in 1986, where it was first sold in a pharmacy. The soft drink was first discovered by Dr John Pemberton at Jacob’s pharmacy in 1986, that year he only had managed to sell 9 drinks in total.

When the product was first produced by Dr Pemberton in the form of a syrup and sold for 5 cents a glass as a soda fountain drink. The carbonated drink was then changed from syrup to a drink that was said to be refreshing and delicious. Dr Pemberton then went on to partner with bookkeeper Frank M Robinson who suggested the name be changed to Coca-Cola. The company was incorporated in 1892 and its drink was first sold in bottles in 1894 and then first established internationally in 1904 in countries like Canada, Cuba and Panama.

Dr Pemberton never realized the true potential of the soft drink he had created. Over the years he gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. Mr Candler who was a businessman from Atlanta went on to buy additional rights and acquire complete control.

Target Audience of Coca-Cola

The company brands range from sparkling soft drinks to juice and beverages while its customers comprise the general population which is divided according to their tastes and preferences.

When it comes to flagship brands like Diet Coke the target audience falls in the age range of under 30 years as they are identified as the youth. On another side, the regular Coca-Cola is said to have a more mature target audience of 30 years and above.

Also since the company has been around for more than 125 years it provides a nostalgic feel to the older generation 31 years and up. The vast range of different beverages have a minimum target audience of 12 years and older as the company is reducing the amount of advertising that targets children younger than 12. The company also does geographical segmentation depending on regional tastes and preferences.

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Coca-Cola Marketing Strategy

Coca-Cola is one of the most valuable brands in the world because it has one of the most successful marketing strategies. Coca-Cola is often associated with happiness, in fact, the words Coca-Cola in mandarin means “Delicious Happiness”. This is exactly what the brand stands for bringing together people and creating happy moments in their lives. The company’s products are now available in every country including North Korea and Cuba. A uniquely designed marketing strategy of Coca-Cola has been the reason behind the company’s reach internationally.

In India, Coca-Cola first took over Parle Foods and acquired local brands like Thumps Up, Limca, Mazaa, etc. The combination of Indian and Western brands enabled Coca Cola to extend its global branding.

In India, where people are price sensitive and prefer beverages like nimbu paani and tea over soft drinks, Coca-Cola managed to get a huge audience by following an intensive brand-building program.

Coca-Cola has grown exponentially at the rate of 40% from 2002 by following the Affordability strategy and continues to grow in double digits since then. The consumer base has also grown from 162 million in 2006 to a whopping 233 million in 2004.

The factors of Coca-Cola’s marketing strategy are:

The Shape of the Bottle

One of the reasons Coca-Cola has been successful is its consistency and the fact that everyone no matter of age or country can recognize the product. In 1915, when the brand was losing market share to hundreds of competitors, a national contest for a new bottle design was launched. This helped the customers to identify the original bottle and also made the product look premium.

The History of Coca-Cola Bottles

The iconic font and logo of Coca-Cola

The iconic font and logo of Coca-Cola have remained consistent from after it was made, making it unforgettable for its customers. The logo was first made in 1923 when the company decided to use the font of the Spenserian script which at that time was only used by accountants. This made the company logo stand out from the others.

Coca-Cola Logo

Price Strategy

From the year 1886 to 1959, Coca-Cola had a fixed price of only five cents. But further on in the years, the prices of the product kept changing in order to match up to its competitors.

Slogan

Even after 125 years and more the company has remained consistent in communicating one strong and compelling message in its slogans like “enjoy”, “You can’t beat this feeling” and “happiness”. Showing that Coca-Cola has always had simple and understandable slogans which can be relatable and translated in all the countries.

Coca-Cola Slogan

The factors of Coca-Cola marketing strategy

Sponsorship to programs and events

May it be any country, many of these events or programs that we watch on television have been sponsored by Coca-Cola making it one of the most recognizable brands. The company has sponsored American Idol for 13 years, Olympic Games for 90 plus years to even NASCAR to name a few.

Coca-Cola Nascar

Having a global outreach

The company has operational reach in more than 200 countries worldwide and sells its products in almost all countries of the world and continues to grow every year.

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Popular Marketing Campaigns of Coca-Cola

Share A Coke campaign

The campaign first launched in 2011 in Australia and New Zealand, using 250 of the most common millennial names in order to market its products to individual consumers and to bring about brand awareness internationally.

Through this campaign, the company encouraged its consumers to share a coke with a friend of that name. This campaign blasted on social media as everyone started posting pictures of it. This campaign soon spread in 70 countries and was successful everywhere.

According to the Wall street journal, more than 125,000 social media posts referenced share a coke campaign from June to July of 2014. In over three months, the search term “Share a coke” saw a significant increase in America based Google searches.

In terms of Facebook specifically, the company page earned 39% more followers and increased visitors to the page by 870%. This campaign was successful because the company went back to its roots by bringing people together and promoting friendship. Another reason it worked was that adding names to bottles gave it a personalized factor.

The Fifa World Cup Campaign

The World Cup campaign was created in celebration of the good that can be brought out by people who love a single sport. Coca-Cola was the biggest sponsor of the 2014 Fifa world cup, they also took this as an opportunity to tell the Coca Cola story.

The company made a 2-minute long video ad for the world cup which was titled “One World, One Game”, which told a story of four football teams namely from Otsuchi, Japan; Eastern Europe, the Amazon; and Ramallah, Palestine, areas recently dealing with disaster.

This video showed how football could unite, bring joy and strength to communities that are in tragic situations. The video came to an end with the teams being invited to the 2014 World Cup.

Committed to taking the heartwarming story further, Coca-Cola flew a total of 1 million fans from over 90 countries to be part of the 2014 Brazilian World Cup. This campaign became popular because Coca-Cola created content that celebrated how football could change lives and communities while also working by the brand’s vision.

The Happiness Machine campaign

The Happiness Machine Campaign is one of the most popular marketing campaigns of Coca-Cola is open happiness was a part of the global integrated campaign Open Happiness. The goal of this campaign was to share happiness and surprising moments with the consumers.

The Coca-Cola vending machines were installed in various places across many countries along with hidden cameras in the perimeter. They captured this campaign for about two days and made a video on its reactions to getting free coke or other things like sunglasses, flowers etc.

The happiness machine campaign

The machines required the customers to interact with the machines in any fun and weird ways to get a free Coke such as hugging a machine in Singapore, dancing to K-pop in South Korea, singing a Christmas carol in Sweden.

The reactions of delighted participants were filmed and released as a series of videos across multiple platforms. The videos were uploaded on YouTube and earned millions of views and strengthened Coca-Cola’s image as a brand that spread joy.

Conclusion

These are the marketing strategies and campaigns that helped Coca-Cola to reach its place as an industry leader, even after 125 plus years. Coca-Cola Marketing Strategies and Campaigns show us how important it is to behave connections, remain innovative and keep its brand image and mission.

FAQs

What is Coca-Cola’s marketing strategy?

Commercials, Print Media, Social Media Advertising, and Sponsorships are some of the popular marketing strategies used by Coca-Cola.

What are the promotional tools of Coca-Cola?

Newspapers, Billboards, and Magazines are some of the promotional tools of Coca-Cola.

What are other drinks do you make other than Coca-Cola other than soda?

Coca-Cola also sells organic tea, coconut water ready to drink coffees or even fruit juice, they have it all.

What is the main marketing strategy of Coca-Cola?

The main marketing method used for Coca-Cola is word of mouth.

What are the popular marketing campaigns of Coca-Cola?

Open Happiness, FIFA World Cup, Happiness Machine Campaign, and Share A Coke Campaign are some of the most popular campaigns of Coca-Cola.

Who invented Coca-Cola?

Coca-Cola was invented by Dr John Pemberton.

February 21, 2022
Coca-Cola Marketing Strategy – How It is Dominating the Beverage Market

Whether it’s a kid or an adult, everyone loves soft drinks. A source of refreshment and a way of quenching your thirst, soft drinks have made a place in everyone’s life quite vigorously and for a very long time.

The global market of soft drinks is said to be about $994.7 Billion and by 2027 it’s going to be $1.4 Trillion. Leading the industry from the front is none other than Coca-Cola. It has always been a fan favourite for decades and it continues to be one till now.

When we talk about a popular cold beverage that is a favourite of almost everyone, we cannot miss the world-famous Coca-Cola. Almost everyone has a sip of it in their life. It is one of the most popular soft drinks companies and is loved immensely by people.

So, what makes this brand the favourite of the world? In this article, we will find out about the marketing strategy of the biggest soft drink brand, so without any further ado, let’s get started.

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” – Peter Drucker

Coca-Cola – About
Coca-Cola – Target Audience
Coca-Cola – SWOT Analysis:
Coca-Cola – Brand Positioning
Coca-Cola – Social Media Campaigns
Coca-Cola – Celebrity Endorsement

Coca-Cola – About

Coca-Cola, the multinational company first started its journey in the late 19^th century. Interestingly, at first, it was sold as a patent medicine. Dr John Pemberton was the creator of this now world-famous drink. The first sale of the drink started in 1888 and since then it has never looked back, now the company sells 1.9 billion soft drinks every day.

Coca-Cola Bottle Evolution

Coca-Cola can be found in more than 200 countries in the world and the largest shareholder of the company is Warren Buffett. The headquarters of the company is situated in Atlanta, Georgia, United States of America.

Coca-Cola – Target Audience

The best thing about Coca-Cola is that it generates mass appeal which means it is made for everyone; the main audience that it targets is of 10 to 35 years of age. Not only that, it has an option of diet coke for those who are health conscious and above the age of 40.

It comes at different packaging and price and is therefore available for every income level. Although the main audience of Coca-Cola has to be teenagers and young adults as the brand recruit film stars and pop start to promote it and appeal to their audience.

Coca-Cola – SWOT Analysis:

Strength

It is already a known brand and is existing for 130 years, so naturally, people trust this brand and want to be associated with it. It is found in over 200 countries in the world, one can find it available, anywhere they go.

Celebrities and singers are roped in to promote the brand on the global front, which makes it more attractive especially in front of young customers. Coca-Cola has also tied up with different restaurants that will serve their meals with a bottle of coke.

The loyalty of the customers of Coca-Cola is pretty insane; they prefer this brand of soft drink over others and have been doing it for a long time.

Weakness

One of the prime competitors of Coca-Cola is Pepsi, another globally recognized brand of soft drinks.

Opportunities

Coca-Cola hasn’t indulged in the snack business unlike its competitor Pepsi, so it’s kind of lacking various opportunities because of that.

Threat

People are being more health-conscious, and as Coca-Cola is a carbonated drink that contains sugar it is not good for health. Plus this causes diabetes and other health-related issues which is why doctors suggest people avoid soft drinks.

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Coca-Cola – Brand Positioning

The brand positioning of Coca-Cola has been done in such a brilliant way and because of that, it has been able to enjoy its current success. Undoubtedly, when a brand is positioned in a unique way, it is bound to get recognized by people. It has always been a high-quality drink that is made to be enjoyed by friends and family.

As a proper drink for refreshment, Coca-Cola focused on promoting it consistently and promotes it as an epitome of positivity and happiness that must share with everyone. This way, they are able to position their brand in such a way that it grabs the attention of everyone. It is said to be one of the most valued companies in the entire world and has total assets of $86.38 billion.

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Coca-Cola – Social Media Campaigns

Coca-Cola’s campaign has always been a hit in front of the people; they have organized some of the most popular campaigns over time. Probably one of the most popular campaigns of all time of the brand is the ‘Share A Coke’ campaign.

It was a major hit, in this campaign the coke bottle was labelled with Share a Coke with friends or family. Another version of the campaign was launched where instead of the brand’s logo, people’s names were labelled. It was a successful campaign and increased the social media reach of the brand tremendously.

People shared their name-labelled bottles on every social media such as Twitter, Facebook, Instagram, and others. Not only has it increased the sales of the company but also somehow psychologically create a more intimate relationship with the customers and provide happiness to them.

Coca-Cola – Celebrity Endorsement

Different celebrities from different countries are roped in as brand ambassadors of Coca-Cola. In India, lots of popular celebs have been the face of the brand, Bollywood actor Aamir Khan has been in the business of endorsing Coca-Cola for almost a decade.

After him, superstars Deepika Padukone and Farhan Akhtar have been a part of it. Then we had Alia Bhatt and Siddharth Malhotra, singer and actor Diljit Dosanjh, and actor Ranbir Kapoor. In 2021, Coca-cola extended its partnership with BCCI president and former Indian cricketer Sourav Ganguly as its brand ambassador.

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Conclusion

Coca-Cola is a famous brand whose marketing strategy made it the unforgettable soft drink that is ruling the beverages industry for a long time. Even after facing strong competition from its competitors, it has been able to hold its position and crown and stayed undefeatable.

It tries to improve its relationship with its customers by creating amazing campaigns and advertisements. They use social media and other technology to their best limit to reach more and more people and that is their secret of success.

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FAQs

What is Coca-Cola’s marketing strategy?

Coca focuses on online commercials, print media, sponsorships, influencer marketing, and celebrity endorsements. It also prioritizes its brand and consumers over its product.

How does Coca-Cola measure customer satisfaction?

Coca-Cola conducts various questionnaires and surveys to evaluate customer responses.

Who is Coca-Cola’s biggest customer?

McDonald’s is one of the largest restaurant customers of Coke.

February 15, 2022
What is Experiential Marketing? A Strategy With a Long-Term Impact
Remember the first time a baby held your finger with the whole of their hand? Or smelling your favourite flower? Take the intoxicating fragrance of lilies, or perhaps the sweet smell of a rose. How about the sour candies? The shooting, tingling sensations they send in your mouth. A trip to a fare and sitting on the Ferris wheel? And feeling on top of the world, the adrenaline rush when it goes down?

The feeling is difficult to shake off and forget, isn’t it? You will never forget the impact these experiences have on your memory. We are going to talk about something similar to that used by brands to leave an impression on consumers minds, experiential marketing.

Introduction and History of Experiential Marketing
Benefits of Experiential Marketing
Goals of Experiential Marketing
What Counts as Experiential Marketing?
Examples of Experiential Marketing
Things You Should Know Before Implementing Experiential Marketing
FAQ

Introduction and History of Experiential Marketing

Experiential marketing is also called engagement marketing, live marketing, or participation marketing. Experiential marketing is a lot about how you connect & build connections with your customers. Develop immersive experiences in the offline world to engage the audience with your brand.

Two companies Wrigley’s and Cracker Jack are credited with creating experiential marketing in the early 20th century. In Chicago World’s Fair back in 1893. Even though experiential marketing is sometimes similar to guerrilla marketing, event marketing, and even influencer marketing. However, it is not any of these. Although elements of those above might have been incorporated into the experiential marketing strategy itself.‌‌

Benefits of Experiential Marketing

Of course, there are a hundred different ways to market your products and services and get your message across. In cultivating business opportunities, experiential marketing achieves two goals with one arrow. When you utilize experiential marketing, you showcase the features and benefits of your products and services, as well as leave a lasting impression on your customers.

Experiential marketing employs different tactics to immerse your consumers with your product, services, or your brand while fostering emotional connections with them. This results in high brand recall/recognition, customer loyalty, and increased goodwill for the brand.‌‌

There is Two-way communication

Unlike other marketing techniques, you may send an email, use social media, or make a TVC (television commercial), to sell your product/ service. Note that it merely involves you sending your message across to achieve your goal, but it does not allow your target audience to engage or interact with your brand. Experiential marketing creates that space for them.‌‌

It Leaves Every Person with a Different Kind of Experience

For example, let us assume a company that manufactures cars is offering a test drive around a specified area of the range. Now, every person who will sit in the car and drive around will come out with a completely different kind of experience. Besides, they will get to know the features of the product that you are selling. Some may feel enthralled, enjoyable, excited, pleased, etc. Remember: feelings can also be negative, so try to create a positive experience for your audience.‌‌

You align your brand’s personality with the experience

If your brand is associated with spreading happiness around people, what would you do to convey that perceived image of your brand to the audience? Experiential marketing is about giving your target audience a truly memorable experience. This will enable them to keep your product/services at the top of their minds and associate your brand with a particular experience.‌‌

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Goals of Experiential Marketing

To generate a buzz & keep the buzz alive

In fact, it may seem common for many brands to turn to celebrities or influencers for their campaigns that involve experiential marketing. That in turn does create a buzz, but there is a lot more than that to experiential marketing.

Experiential marketing, as mentioned above, involves two-way communication. So even if it involves a concert, creating a photo booth, or a billboard, it will end after a while. But the impression that experiential marketing leaves do not just go away; the audience continues to engage with it. For example, on social media, sharing the live event keeps the buzz around the event going.

Launch of a brand-new product

Even though advertisers use different mediums, billboards, video ads, magazines, etc. to market their products and services. The target audience has a low brand recall. The message is lost in the clutter. Adverts can feel like yelling, shouting, and screaming at your face when they appear all the time, though your consumers do not want to see it.

Now yours will be just another new product being launched in the market. So how do you tell the difference? What’s one thing that sets you apart?

A key point of differentiation that you can build is the relationship that you have with your customers. Many established and well-known brands have strong relationships with their customers.

With experiential marketing, you can integrate the products and services of a brand with the event. Connecting to people on a personal level in an interactive, engaging way. Future partnerships can also thrive if it involves more than one brand involved in the event.

Creating positive brand associations

To strengthen your brand, have a rebound and a meaningful relationship with your customers. It helps and makes it easier to foster relationships with your customers.

With experiential marketing, conversations flow more naturally around your brand. It magically makes the process of marketing your brand out there feel less like marketing with two-way communication.

Increase brand awareness

An experiential marketing strategy involves you pulling something completely out of the box. This puts your brand into the spotlight, which will catch the attention of your audience as well as the media. With that, it establishes your presence as a brand in the market. People are more likely to share an experience that they had with others through word of mouth.

Getting media coverage

You need to pay to get coverage from the media. But if done correctly, experiential marketing can get you the media coverage without investing in it and drive PR (Public Relations) too. On a side note, it is believed that you need a high budget to bring your experiential marketing strategy to life. That does not have to be necessarily true. It is possible to score big even on a decent budget, with a unique message and a striking idea.

Dive deeper to build meaningful and emotional connections for brand loyalty

In the clutter of a thousand different products. Ad agencies make it a point to make ads that will help your audience recall your brand. The more time you spend engaging with something significant, the higher the probability that your audience will build a meaningful connection with your brand and even a long-term relationship. With this strategy, retention gradually increases. You have the chance to build meaningful connections that can increase loyalty towards your brand.

Elevate brands profile

It builds a strong affinity for your brand and your products. Conversions become easier. Higher brand recall, resulting in loyalty and ultimately, sales. The benefit of experiential marketing is that it gives consumers a hands-on experience with your product. The try before they buy stage improves your credibility.

Overall, elevating your brand’s profile. And also builds goodwill, if the impact created is for the greater good of the community in any way.

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What Counts as Experiential Marketing?

Immersive live events like concerts, engaging audiences into fun engaging activities like photo booths, demo zones, polls, samplings, virtual and augmented reality-based events, and much more.

There is no set definition of what one may or may not do. As long as you are giving your target audience an experience to remember or that involves engaging with their five senses, it counts as experiential marketing.

“Experiential has been moving towards becoming a mainstream marketing platform. We are all bombarded with messages all the time, but the most powerful way a marketer can communicate to their target audience is by getting them to remember something, by doing it face to face and creating an experience that the consumer wants to be part of and wants to pass on to other people.” – Stuart Bradbury

Examples of Experiential Marketing

As everyone knows, Coca-Cola is the fastest growing FMCG (fast-moving consumer goods) brand and one of the world’s most valuable brands. The brand focuses on how their brand makes people feel. It has not restricted itself to manufacturing carbonated drinks, but also sells non-carbonated drinks.

Under its brand profile, it has many other brands. Coca-Cola has a multi-branding strategy and is an expert at employing experiential marketing strategies to sell Coke. Let’s further dissect their campaigns to understand the tactics of experiential marketing better.

The small world machines

Cokes Small World Vending Machines Campaign

Erasing the barriers of hate and the perceived image of being enemies between the two nations of India and Pakistan. Coke, back in 2013, made a powerful campaign with a lasting impact on audiences residing in Delhi, India, and Lahore, Pakistan. The idea was to connect people through gestures. They included making positive symbols, like peace, love, and happiness, and even dancing with a shared can of Coke.

The results? In the end, you could see how their perspectives on each other changed, breaking the barriers and spreading the happiness that brought them together. In addition, it includes the indulgence of the five senses, leaving an impression.

Share a white Christmas

Shared a White Christmas campaign made by Ogilvy Asia for the brand Coke

This campaign makes a lasting impact on the target audience in both locations. By creating a positive image of the brand, the brand creates a perceived image of spreading happiness. The vending machines were installed in Finland and Singapore. Experiencing snow for the first time is something no one can forget, especially kids playing with it. Keep in mind that Singapore does not get any snow.

The Ogilvy Asia agency created a memorable strategy that no one could forget. Through the vending machines that were set up, more than 800,000 people interacted face to face. Along with the children, the adults also shared feelings of joy, excitement, and playfulness. Sharing a bottle of Coca-Cola and snow.

With this campaign, not only did Coke erase the boundaries that exist between the two countries, but it also showed us how globalization has changed the realm of experiential marketing. This has changed the meaning of connectivity over time.

Truck around Christmas

Coca-Colas Iconic truck

The company pulled up another brilliant idea by giving an unforgettable experience as part of its experiential marketing strategy. The marketing team came up with the idea to offer the chance of a night stay in Coca-Cola’s iconic truck during Christmas. Which came with a special playlist curated around the theme of Christmas, festive films and stockings full of gifts and presents. With loads of twinkly lights and a treat to Christmas dinner for the festive fans.

In fact, the famous truck has been a part of Christmas culture in the United Kingdom since 1995, when it was created by the W.B. Doner agency. Level up and learn experiential marketing from the masters themselves.

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Things You Should Know Before Implementing Experiential Marketing
- Use experiential marketing to leave a mark. This is done with an experience that aligns with how you want them to feel about your brand. If done effectively, the aim of a higher conversion rate can be achieved.
- Get creative with your experiential marketing strategy to leave an impact and memory like none other. Remember that experiences bind us globally, so do not look at the people who buy your product/services as customers but as humans.
- Experiential marketing strategies can be employed for higher ROI (Return of interest) The data obtained from the feedback given by your customers can be used to make your brand and your product better. Think like your customers and give them the experience that they want.
- Marketing does not necessarily have to consist of simply sending your message across. You can make it fun and creative by engaging and interacting with your audience. Many brands have created heartwarming, touching, and successful campaigns that have produced a positive impact on average budgets. So, it is not necessary to have a high-end budget to create a campaign around experiential marketing.
- Build a campaign that engages all the five or multiple senses of your target audience with experiential marketing. Additionally, you can offer your consumers the opportunity to try your products.
- Create a positive experience for your target audience so that your audience can perceive you as such.
- Test the idea for your experiential marketing campaign on a small group. Determine if it works. It will help that the campaign does not backfire and that damage can be prevented. You can also use focus groups.
- Establish and define the objectives and results that you want to achieve.
- Integrate experiential marketing with storytelling.
Conclusion

Experiential marketing strategies are the most effective yet overlooked when creating campaigns. They help you make meaningful and emotional connections with your customers. And create long-lasting relationships. It is more based on how your products/ services or you as a brand make them feel. Unlike traditional experiential marketing, it is authentic and elevates your brand’s profile when done correctly.

FAQ

What is an example of experiential marketing?

A great example of experiential marketing is Coca cola’s small world machines campaign.

What is the goal of experiential marketing?

To generate a buzz around your brand, launch a new product or service, and increase brand awareness.

What are the benefits of experiential marketing?

It leaves the customers with a positive experience, Consumers have a higher brand recall, and it increases brand awareness are some of the benefits of experiential marketing.
January 27, 2022