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Coca-Cola as a Successful Marketer

Essay by   •  April 24, 2019  •  Case Study  •  545 Words (3 Pages)  •  686 Views

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To: Marketing Manager

From: Marketing Executive

Subject: Coca-Cola as a successful marketer

I am writing this memo to you in response to your request that you made to me last week with regard to Coca-Cola as a successful marketer. In this memo, I shall examine how Coca-Cola has successfully marketed globally by covering what does Coca-Cola stand for, why it is so successful and its greatest risks.

1. What does Coca-Cola stand for? Is it the same for everyone?

Coca-Cola stands for a commitment to quality. It was the great quality assurance technician Andy Warhol who said: "The President drinks Coke, Liz Taylor drinks Coke… you can drink Coke, too. A Coke is a Coke, and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same, and all the Cokes are good". This is the same for everyone else because Coca-Cola’s brand is recognized globally to stand for the magical ability to connect people no matter who they are or how they live. Coca-Cola is so famous that it is the second-most understood word in the world (after okay).

2. Coca-Cola has successfully marketed to billions of people around the world. Why is it so successful?

Coca-Cola is so successful because it is unique: it is universally available, universally accepted, and universally loved. People can connect emotionally to Coca-Cola creating a deep brand loyalty. Since it is such a global phenomenon, the company is able to successfully market its product on a global and massive scale. In World War II, it used a marketing strategy of offering its product at only 5 cents to connect with people positively in a time of turmoil. Over time, it has developed a mass communications strategy using a wide range of media such as television, billboards, in-store, events, public relations, radio, print, digital, online, paraphernalia and even its own museum.

3. Can Pepsi or any other company ever surpass Coca-Cola? Why or why not? What are Coca-Cola’s greatest risks?

In the foreseeable future, no other company, even Pepsi, can surpass Coca-Cola. This is because no other product is so universally known,



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