Coca-Cola’s Senior Vice President of Integrated Marketing Communications, Wendy Clark, Is responsible for Design, Marketing communications, Media, sponsorships, Interactive Marketing and marketing the Live Positively sustainability platform (Coca- Cola, 2013). The Marketing team’s latest campaign is the “Open Happiness” campaign. They utilize holistic design and only use ad agencies that have proven track records and a thorough understanding of digital media opportunities.
The use of online streaming media, pop-ups, and interactive ads, online flash ads, and sponsorship are all great mass communication methods or part of a communication sign. Even a world renowned leader in the soft drink industry isn’t leaving things to chance by Just attempting to sustain sales based on their incredibly strong brands. They realize the need to maintain a presence and even lead the crowd Into the latest marketing techniques ensuring their continued success through clearly and consistently communicating their advertising messages.
Through Coca-Cola’s great products and consistent and worldwide communications delivery, employing every worldwide and still growing, receive tweets per quarter, been in business or over 128 years, have 16 $1 billion dollar brands (extensions), and their products are available in over 200 countries (Coca-Cola, 2013). I submit this as evidence of their strong and effective communication delivery and channeling of their products. They have created strong consumer desire and consistently deliver on their communicated advertising campaigns.
I know I personally always get a lift when I open a can or a bottle and hear that first escape of carbonation, “Open Happiness” in effect! Effective Channels Coca-Cola products saturate the marketplace. There are so many products and immunization delivery vehicles as well as product delivery systems/Channels. For starters they have a trademark recognized around the world, Coke products with the red label or can and white lettering and picture of a bottle on the packaging, instant product identification.
Next they channel their actual products through restaurants, grocery stores, convenience stores, discount chains such as Bi’s or a Wall-Mart, and sporting events to name a few. From my perspective the most effective channel is the grocery store and convenience store channels. Here they not only have an opportunity to deliver their product but they also have display cases that feature Just their Coca-Cola brands which also serves as a form of in store advertising. Effective Promotion Mix There are several promotional tools that Coca-Cola employs through their various channels.
When I go to the local 7/11 1 get two titers for $3. 33 saving about a dollar over other distribution points. I also see 12 packs on sale at the grocery stores all the time for four or five 12 packs for the price of three or four. They also use free product giveaways with winning message under the bottle cap of purchased drinks. Many of the pricing promotions are enabled by Price-off (off-invoice or off-list) as a straight discount to the vendor during a specific period of time or based on volume purchasing (Kettle, P. & Keller, K. , 2012, p. 521).
The Marketing Mix Coca-Cola is everywhere! How did they get that way? Through an outstanding marketing mix. They are very attentive to the original four As of the marketing mix; product, price, promotion, and place. As the four As evolved into people, processes, programs, and performance, so did Coca-Cola’s management of them along with the original tenants as well (Kettle, P. Keller, K. , 2012). When we talk about their products we have to note that Coca-Cola has 500 different brands, including Coke, to appeal to the various tastes of consumers around the world.
They have various sizes of products they offer in order to fit the many different consumer wants. Their products have very readily identifiable branding/ logos (such as the golden arches for McDonald’s). Coca-Cola even introduced a new soda fountain dispenser called the Coca-Cola Freestyle Jet Machine. This soft drink dispenser is capable of producing 140 variations of the various Coca-Cola products room a retro looking soda machine with a touch screen for the users.