Coca-Cola Case Study: Business, Marketing Strategy Tips
Coca-Cola is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Hence, it is the most recognized and beloved soft drink brand in the world.
Coca-Cola has surely done an amazing job of creating and maintaining its identity as a deliverer of happiness and unity.
History and invention:-
Coca-Cola was invented by the late 19th century by John Stith Pemberton in Atlanta, Georgia. John was a doctor and a drug addict. He was searching for a herbal remedy to get over his addiction and then he got to know that cola leaves can help to do that. Then he made a medicine using coca leaves, red wine and kola nuts. He made a good business by selling these medicines in the market but then there was a ban of alcohol in his state because of which he had to change his drink’s recipe. He removed red wine from the drink and added sugar, citric acid and caffeine. And that’s how Coca-Cola was invented.
3 Marketing Strategies for Coca-Cola
Branding Like No Other
If there’s one thing that has set Coca-Cola apart or different from other brands in their industry, it is their ability to grow brand awareness. This didn’t happen overnight, but certain tactics and strategies have helped Coca-Cola to become one of the biggest brands in the world.
For example:- In a blind test people have given Pepsi and Coca-Cola and the majority of people prefer Coca-Cola. This shows the positive feelings people have toward the Coca-Cola brand, which has created many lifetime customers with strong brand loyalty.
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.
Reference link- https://images.app.goo.gl/PfwG78sxqnmVXg9g9
The Coca-Cola Company honours itself on strong global quality and food safety standards. They expect their beverages to be produced to high standards of quality and with safe manufacturing practices throughout the supply chain.
By maintaining the quality of their product, Coca-Cola has established a loyalty towards their customers and built new connections with people who like their product.
Slogan and taglines
Even after 125 years 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 not only sells you soft drinks but happiness. As you have seen in many ads of Coca-Cola, their theme is around friends, family, relaxation and these all things are related to happiness. That’s the major reason why happiness is related to Coca-Cola.
The Happiness Machine campaign
The Happiness Machine Campaign is one of the most popular marketing campaigns of Coca-Cola.
In this campaign, 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 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, dancing to K-pop and singing a Christmas carol.
The reactions of 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.