Marketing Strategy Of Coke

When Coca cola recognized that 50% of teens and young adults had never tasted Coke. They came up with a strategy which boomed to be viral digitally and in real world. Just a few pointers

1) Credibility and Trust was the minimum requisite for consumers to buy the product when it wasn’t tried even for first time. Thus coke used names of Iconic figures and stars to connect to their target audience i.e. Teens and Young Adults. It worked and consumers flooded towards buying coke.

2) Coca Cola was positioned very well in mind of its Consumers as “COCA COLA –OPEN HAPPINESS”. This soft drink was considered to bring happiness and joy to people, it was a drink of happiness, thus coke positioned itself as a drink which becomes a requirement for people to have in their happy hours.

3) When coke was accepted by shopaholic consumers, it was time to reach others digitally and yes this time Coca Cola launched a campaign where in they gave up the stardom to their consumers, they made consumers feel the stardom which consumers always desired to, by getting their names on coke bottles. This took their consumers Head-on.

4) Awareness, Familiarity, Consideration, and Purchase was done and now was the time to retain loyal customers and keep them involved thus they asked votes for the names to be printed on coke can, which automatically was a strategy to market them digitally and created numerous loyal customers.

Great learning for a Marketing Major from a single advertisement and Act of Sharing has always brought good results.
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