Marketing Summary of Coca-Cola
Coca-Cola’s Holidays are Coming market communication strategy is traditionally launched this year to increase sales of its products. A legendary truck will drive across the countries, stop at different locations and exclusively distribute Coca-Cola, Diet Coke, Coke Zero, and more. People can follow the car’s route on social media and websites. The extensive duration of the Holidays are Coming spot is a phenomenon because advertisers frequently worry that customers will become tired of their advertising after some time.
Coca-Cola is the most extensive beverage global firm in the world. In addition, Coca-Cola is featured on the Fortune Global 500 list this year, highlighting the company’s position as a titan of the beverage industry and Coca-Cola as a global product. (Carroll, 2022). When creating an advertising campaign in each country, Coca-Cola marketers consider the impact of culture while making minor ad adjustments. The campaign’s goal is to encourage people to purchase more during Christmas.
Marketing Concepts Used in the Summary
The article includes the following marketing concepts:
- Market communication strategies: A set of actions to achieve goals to increase sales and profits through communications. Coca-Cola has another extensive New Year’s market communication campaign, Holidays are Coming.
- Exclusive distribution: The process by which businesses make their unique goods and services available to customers. Coca-Cola uses a holiday truck to distribute more products made exclusively for Christmas.
- Website: A set of information blocks and tools for interacting with the target audience, which actual and potential customers and partners can represent. The company uses holiday truck route tracking to boost engagement on its social media and website.
- Global firm: One of the types of international corporations operating worldwide as a single market, overcoming national borders and other obstacles in achieving their goals. Coca-Cola is a company that is represented in all markets of the world.
- Global Product: A product that is sold worldwide under one brand name. Coca-Cola has its products worldwide, and the Holidays are Coming campaign is the same.
- Impact of culture: Processes, phenomena, and social structures influence how society’s values, preferences, and behavioral norms are formed and perceived. Coca-Cola considers the cultural norms of the nations where their campaigns are run, such as the advertising language.
Reference
Carroll, N. (2022). Coca-Cola drops Christmas brand campaign to focus on ‘Holidays are Coming.’ Marketing Week. Web.