The effect of Coca-Cola's advertising campaign on Wanganui Consumers.
Sales of Coca-Cola now average more than 600 million drinks a day and account for nearly half of all soft drinks consumed on over 200 countries. New Zealand is no exception, with Wanganui being effected by Coca-Colas advertising campaign, but to what extent, and why is the Coca-Cola brand so successful? .
An Atlanta pharmacist, John S. Pemberton, invented Coca-Cola in 1886. The name was a combination of two of the drinks more exotic ingredients, the African cola nut and the South American coca leaf. Coca-Cola grew from a small relatively unknown drink into the worlds best known refreshment. This was due mainly to a continued investment in advertising and distribution, in order to bring public familiarity with the drink. Soda fountains were given Coca-Cola signs, calendars, serving trays, clocks, fans and lamps while the public was constantly reminded of the drink in lavish advertisements.
From the earliest days Coca-Cola advertisements have relied on the appeal of a catchy slogan. The first being "Delicious and Refreshing," followed by "Good to the last drop," in 1907, "The pause that refreshes," in 1929 and "It's the real thing," from 1941. The latest slogan "Always Coca-Cola" was recognised by 67% of Wanganui consumers.
A major contribution to Coca-Colas success was the independent bottler system which was put in place in 1899. This meant companies had the right to produce, bottle and distribute the drink. In a move to increase sales during the colder months of the year Coca-Cola adopted Santa Claus as their own. Even today Santa can be seen in Coca-Colas red and white colors enjoying a refreshing glass of Coca-Cola. .
Coca-Cola was also quick to spot the potential of television when it arrived and sponsored programs using actors and existing radio jingles. In the 1950s the brand was identified with over 30 of America's favorite television shows.
Brands include Coca-Cola classic ( best selling soft drink in the world), Caffeine free Coca-Cola Classic, Diet Coke ( sold as Coke light in foreign markets), Cherry Coke, diet Cherry Coke, Fanta, Sprite, diet Sprite, Barq's, Mr. ... History Coke was invented in 1886, by Atlanta pharmacist John S. ...
Also Pepsi and Coke are two companies, which have become recognizable to the average consumer in the US. ... Since Pepsi and Coke control a large share of distribution, new competitors may have to rely on Pepsi and Coke to distribute their product. ... Both Pepsi and Coke have non-CSD products such as Gatorade (Pepsi) in the sports drink market, Dasani (Coke) in the bottled water market and Tropicana (Pepsi) in the multi-juice market. ... In addition Pepsi and Coke have excellent promotional strategies as they use identifiable celebrities such as Britney Spears (Pepsi) and Harry Potter (Coke) ...
Coke hired "marketing executives with good track records" (98). ... In the foreign markets, Coke has been more successful than Pepsi. ... However, in certain countries that allow direct comparison, Pepsi has beat Coke. ... For Coke, changing their original formula and introducing it as "New Coke" was a major failure. The new formula hurt Coke as consumers requested Classic Cokes" return. ...
Coke "Passes" First Diversity Test This article talks about Coca-Cola's past experiences with minorities and women fairness issues. ... There have been numerous civil action law suits filed against Coke by its employees. ... According to panel's reports, Coke has improved dramatically this year, the company also set up several new practices that were not required by the settlements. Coke is trying to improve its human resource practices and make up for previous years where they have been less then perfect with regard to minorities and women. ... Even though most companies inc...
Coke has bottling plants throughout Asia and Africa. Like any company, Coke wants to make money. ... Recently, Coke has set up a bottling facility in Angola. ... Coke wants to double Luanda's 33 Coke drinks per capita a year. ... Coke operates in a segmented capital market. ...
Coke has bottling plants throughout Asia and Africa. Like any company, Coke wants to make money. ... Recently, Coke has set up a bottling facility in Angola. ... Coke wants to double Luanda's 33 Coke drinks per capita a year. ... Coke operates in a segmented capital market. ...
It's Coke and its brand image is recognized throughout 90% of the entire world today (Astro). ... Coke's brand image is being implied that if every person in the world drank Coke, we would all live in peace and brotherly love. ... Coke has recently turned to the advertisements that pleasure the senses by showing a Coke with thick foam, sparkling bubbles and cool water dripping down the side of the glass. ... This type of image that Coke has produced goes deep inside a person and is very emotional. ... A young family with a black lab having a Sunday afternoon barbecue with a cooler fu...
This article takes a look at Coke's Powerade vs. Pepsi's Gatorade and how Coke plans on reviving their struggling product. Throughout this article it is apparent that Coke is using motivation and leadership while managing to change its underdog product. ... Coke uses a participative leadership approach with its Powerade product. ... I think that the approach that Coke is using in implementing their revised product shows their excellent management skills. ...
Pepsi led Coke in wide margin in the share of non-CSD sales. ... These will provide Coke and Pepsi opportunities to generate revenue. ... In term of product offer, both Coke and Pepsi provide a variety of options for consumers. Coke pioneered in introducing such new products as Diet Coke, but was unsuccessful in launching New Coke, which was used by Pepsi to attack Coke with "new coke tasted more like Pepsi". Pepsi led Coke in market volume sales on non-cola beverages. ...
