Winters,coca cola,marketing strategy,august 2008 <,viewed 21 august,strategy coca,demographic factors,august 2008,viewed 21,coca cola's,lucrative markets,strategy coca cola,marketing strategy coca,21 august,2008 <,21 august 2008'>

Create a new account

It's simple, and free.

Coca-Cola Advertising

According to Strauss and Kinard (2008:1), "5 years ago titles like 'Chief Brand Officer' (CBO) or 'SVP of Brand Strategy' didn't exist. Today, they're highly coveted, global roles that pilot an organization's most important asset." One of the world's strongest brands is Coca Cola. Strategically, Coca Cola has changed its branding strategy in order to embrace a more holistic marketing orientation. This is specifically because of increased competition that is a threat to the company, as well as the opportunities offered it from emerging lucrative markets like China. This analysis will compare Coca Cola's former branding strategy - which was highly patriotic and American-based - with its current marketing strategy that is holistic and seeks to brand Coca Cola by associating it with foreign cultures.

The switch in marketing strategy at Coca Cola is not only a reflection of increased global competition and emerging and lucrative markets. It is also a direct reflection of macroeconomic and demographic factors. In the U.S., macro-environmental and demographic factors have traditionally shaped Coca Cola's branding and marketing strategy. One of the advertisements I am familiar with that demonstrates the influence of these factors is the Coca Cola ad run during the first commercial break in Super Bowl XXXVI. Super Bowl XXXVI was the first Super Bowl after September 11, 2001. In this advertisement, Coca Cola used its now famous polar bears using its product, but in this ad the company played on a high level of patriotic fervor and the bears were waving American flags. Demographically, Americans were more united and patriotic in the wake of 9/11 than perhaps at any time in their history save for the aftermath of Pearl Harbor. Winters (2002:1) maintains that "the Coca Cola polar bears waving Old Glory" was typical of ads of the time that carried "overt patriotic messages." The macro-environment

...

Page 1 of 3 Next >

More on Coca-Cola Advertising...

Loading...
APA     MLA     Chicago
Coca-Cola Advertising. (1969, December 31). In LotsofEssays.com. Retrieved 01:24, March 29, 2024, from https://www.lotsofessays.com/viewpaper/2000371.html