Coca Cola (Coke) Report Essay Example | Topics and Well Written Essays - 1000 words

Coca weed ( nose candy) enunciate - Essay ExampleContents Contents 3 1. Introduction 4 1. Introduction Coca Cola boosts of having the highest brand equity in the serviceman. According to surveys, one of the most recognized words in the world is Coca Cola. The overlap Coca Cola continues to dominate the carbonated deglutitions market despite elusive headwinds and is well ahead of its competitor Pepsi. Considering a slow but steady move towards non-carbonated healthy drinks, the product has faced mounting pressure to boost and enhance its promotional activity across the globe in order to maintain market share which has seen a decline from 2005-2010 (Euromonitor International, 2011). This report shall investigate and describe the promotional mix and strategies that have enabled the Coca Cola brand to uplift and maintain the leadership of its carbonated nose candy beverage across the globe. 2. Promotional mix From partnerships with renowned international brands to using celebritie s in advertisements to keep the jejuneness hooked, Coke has effectively been promoted through all promotional media. In 2006, for instance, Coca Cola distributed approximately 70 million codes of songs inside Cokes packs which were redeemable at Apples i-tunes store (Telecomworldwire, 2006). ... The diamonds had ternion shapes namely round, marquise and princess each of which corresponded to personalities attached to Vanilla Coke, Lemon Coke and Coke Light singly (Hargrave-Silk, 2004). This was one of the most expensive promotional campaigns of its times beating its rival products such as Pepsi. This dodge also reflects how Cokes lifestyle-oriented promotions aim at aspiring young, exuberant, contemporary men and women. The attributes of the Coke drink are reflected in its advertisements. For instance, one of the ads depicted a confident, bold and sexually appealing customer at a restaurant where Coke was sponsoring a giveaway (Hargrave-Silk, 2004). As mentioned earlier, Coca Co la has effectively utilize psychological marketing in its promotional mix. The company has also partnered with Parts Connection (a motor switch dealer) whereby a can of Coke is given with every purchase worth $100. The can is worth $1,000 of flatulence (Motor Equipment News, 2009). At the end of a particular period, the labelled cans can be used for drinking Coke (Motor Equipment News, 2009). This has given cash starved customers another reason to purchase spare parts from this dealer. The product has such a huge fan following that some of the companys promotional efforts have locomote short of its customers expectations. As part of its regular line of promotion, the Coke brand has been pasturening an online loyalty political platform for its Coke fans which has become a source of disappointment for its loyal fans. These fans claim to have collected some(prenominal) codes from bottle caps in return for points only to discover that few of the expensive products (against which the points are redeemable) have run out of stock