Marketing Campaigns and Data Analysis for Coca-Cola

Marketing Campaigns Analysis for Coca-Cola
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Marketing Campaigns Analysis for Coca-Cola
"I would like to buy the world a home and furnish it with love, grow apple trees and honey bees, and snow white turtle doves. I would like to teach the world to sing in perfect harmony, I’d like to buy the world a coke and keep it company, It is the real thing, Coke is what the world wants today," (Backer, Cook & Davis, 1971). This commercial was developed and created in the 1970s by Bill Backer, Billy Davis, and Roger Cook and become the most beloved and famous commercials of all time. At this time Coca-Cola was starting its "It’s The Real Thing" Campaign when its directors thought of coming up with an effective commercial spot.
The development of this campaign was inspired by strangers who came from different backgrounds who were stuck at a London airport, at first they were irritated but ended up sharing out their stories about the Coke bottles. One of those passengers was the creative director, Bill Backer who was travelling to London to meet other songwriters to develop a commercial for their campaign. This is how the idea of the most famous commercial of all times was born, and its developers showed the world what would happen if people took their time to enjoy Coke with each other.
Coca-Cola Company has a rich history that is rooted in its tradition, optimism, creativity, and secret formula. "Thirsty consumers around the globe now enjoy Coca-Cola Company products 1.7 billion times every single day - about 19,400 beverages every second,". Over the past decade the company has revolutionized the world of marketing and has been a model for many companies that want to market their products or ideas. Those who think of going into the field of marketing, Coca-Cola Company is their example of what they should do and how they should do it well.
The company’s core values and mission are not only evident what they do but also in what they produce to the world. Coca-Cola’s marketing campaigns has a substantial effect on the field of marketing for over a century. For over 126 years, it has been refreshing the world. The mission of the company is to "refresh the world, inspire moments of optimism and happiness, and create value and make a difference," (The Coca-Cola Company). However, it s vision focuses on people, portfolio, planet, profit and productivity (The Coca-Cola Company). Additionally, the company is guided by its values that give directions and steer decision-making leadership, integrity, passion, collaboration, accountability, quality, and diversity (The Coca-Cola Company). The mission, vision, and values of any organization should provide the framework for guiding the entire business.
The analysis will focus on the recent marketing campaigns of Coca-Cola to establish whether the mission, vision, and values guide the organization. Three marketing campaigns will be analyzed for this study and a different marketing campaign will be designed for the company at the end of the analysis.
* Share a Coke Campaign
Since Coca-Cola is a globalised brand and largest beverage company, it runs seasonal campaigns for various purposes. In the summer of 2013, it rolled out a campaign that was derived from its Australian department. The campaign was called "Share a Coke". The term "sharing is common in relation to Coca-Cola’s marketing campaigns. Recently, the company has sought to link itself to togetherness which dates back to its "Hilltop" campaign in the 1970s that included the song Buy the World a Coke (The Coca-Cola Company, 2014). However, the Share a Coke campaign distinguished itself from other past campaigns since the encouragement to share took place on social media rather than physical.
The company used mass media channels such as TV, printed media and the internet to launch the campaign. However, these platforms will not be elaborated on this study. Rather the uniqueness of its bottle will be explored during this campaign. The campaign involved, the company replacing its recognizable brand name on the bottles with popular personal names that were adopted from the concerned countries. The names were introduced with a conative function of language with the message "Share a Coke with…" that served as an imperative mode of communication. The function shaped the dominant message in front of the bottles that was substantiated by the font size of the name. However, the importance of the message that was communicated was the emotive function of the layout. The label on the bottle was marked white prints with a red background. The font recognized the traditional typography that is being used by Coca-Cola. These characteristics linked Coca-Cola as the sender since they did not alter the already introduced utterance about sharing. They also clarified who the sender was.
The objectives of the campaign were to increase consumption of Coca-Cola during the summer and to get people talk about Coke once again. Also the campaign wanted to make the consumers of the brand not only to love it but see it in a way that was to encourage them to consume it. The company wanted to jumpstart real conversations and remind people about those whom they have lost in touch with or think of getting in touch with. It printed the most popular names in each country that on the labels of the brand’s bottles for the first time. The consumption of the brand increased making the campaign a success for the company.
The conative functions succeeded in creating personal products for customers whose names were on the bottles. This created a value of recognition on the receiver which inclined to purchasing the product or attract attention. What was not visible on the physical bottle but existed on the other platforms during the campaign was the ‘hashtag’ that exclaimed ‘#ShareaCoke’. Hashtag inclusion proved significance since it served as the link between the campaign and the social media where the receiver of the product was invited to participate. It was included due...