Marketing Mix: Coca Cola - Essay Example

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Marketing Mix: Coca Cola

For instance, the brand has used Harry Nilsson’s popular song “Coconut” in one of its ads and altered the wordings to include the word ‘Coke’(Kurtz & Boone, 2009). Most importantly, the product has been heavily advertised world over during the breaks between cricket matches and other sports. A lot of funds have been allocated on advertisements, sales promotions and the construction of Olympics pavilion by Coke. In general, Coke’s ads are uniquely placed between world cups, major tournaments and Olympics in order to create a desire to quench the thirst of audience that is high on adrenaline. Therefore, the company cleverly makes use of the audience’s subconscious desires and ties it to events that are likely to boost sale of its Coke beverage.In another instance, push strategy has been successfully used by Coke to entice retailers to stock its product. As part of summer promotion, the company offered millions of dollars worth discount to its bottlers(Wall Street Journal, 1997). Furthermore, its global partnership with Mc Donald’s has given Coke an edge over its competitors. Various promotions have utilized colors and personality traits in the up gradation of the design of the Coke cup.Research indicates the collaboration of Coke to promote “branded entertainment” of various reality shows and other entertainment shows. In essence, this form of promotion is product placement in disguise. For instance, the popular show American idol featured the placement of Coke cans in its shows. ...Show more

Summary

This paper “Marketing Mix: Coca Cola” seeks to evaluate challenges of Coca Cola in terms of promoting Coke to millions of loyal fans worldwide. Playing with the psyche of anxious and upbeat teenagers, a sense of urgency has been created among Coke fans to consume the drink.

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