What makes Coca-Cola world`s most recognizable brands?
Coca-Cola went from a cocaine-infused elixir in 1886 to a ubiquitous sugary drink by 1929.
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains. He created a flavored syrup, took it to his neighborhood pharmacy, where it was mixed with carbonated water and deemed “excellent” by those who sampled it. Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, is credited with naming the beverage “Coca Cola”.
Coca-Cola is a beverage that people enjoy most of all, but is not the only thing that made Coca-Cola the world
s most valuable company. Coca-Cola used unique marketing strategies to achieve its goals.s most important marketing strategies
Lets become familiar with Coca-Cola
1. Its logo
From 1886 till now Coca-Cola changes its logo almost 10 times.
Pemberton’s bookkeeper, Frank Mason Robinson, decided that Coca-Cola’s logo should be written in the Spencerian script, which accountants used, because it would differentiate it from its competitors.
It’s resulted in a logo that has had more than 100 years to become imprinted in the minds of people around the world.
When John S. Pemberton created the formula for his new drink in 1886, his partner and bookkeeper, Frank M. Robinson, suggested the name “Coca-Cola®,” thinking that “the two Cs would look well in advertising.”
The Coca-Cola logo is recognized internationally. The white swirl of the logo stimulates passion and zeal of the youth today.
The colors used in the Coca-Cola logo are red and white, both are pulsating and simple in design, which makes the logo appealing in the eyes of youngsters. The font of the logo is printed in white, with a vibrant red background.
2. Unique bottle
Coca Cola’s history has got a lot of bottle – more than 115 years’ worth, in fact.
The Coca-Cola bottle remains unique in its design. It was created in 1915, by Earl R. Dean; the Coca-Cola bottle was first introduced as a ‘contour bottle’ or ‘hobble-skirt’ bottle, wide from the center and slender from below.
By 1915, Candler was losing market share to hundreds of competitors. He launched a national contest for a new bottle design that would signal to consumers that Coke was a premium product that couldn’t be confused with some other brown cola in an identical clear glass bottle.
The Root Glass Company in Indiana decided to enter the contest and base its design off the product’s name. Earl R. Dean came across an illustration for the cocoa plant. The cocoa pod had a strange but appealing shape. He and his team got to work and were declared the contest winners the next year.
Coca-Cola commissioned the bottle design as a piece of defensive marketing, but began promoting the shape as much as the logo and product. Even after plastic replaced glass as the standard means of drinking Coke in countries like the US, the company continued to promote the image of the Coke bottle as an icon.
3.It sells “happiness” in a bottle
Coke doesn’t sell a drink in a bottle, it sells “happiness” in a bottle. Happiness is something that everybody wants to achieve it. Coca-Cola knows how to touch people’s heart. A lot of products and packaging designs have global marketing plan focused on the products themselves but Coke aims to sell consumers the experience and lifestyle associated with its brand. For example, In 2009, the “Open Happiness” campaign was unveiled globally. The central message of “Open Happiness” is an invitation to billions around the world to pause, refresh with a Coca Cola, and continue to enjoy one of life’s simple pleasures. The “Open Happiness” message was seen in stores, on billboards, in TV spots and printed advertising along with digital and music components — including a single featuring Janelle Monae covering the 1980 song, “Are You Getting Enough Happiness?” The happiness theme continued with “Open the Games.
4.Coca cola slogans
Since Coca-Cola was born in 1886, it has been using various advertising campaign slogans.
The first official advertising slogan for Coca-Cola came out of an ad that John Pemberton, Coke’s creator, and Frank Robinson, his partner and bookkeeper, ran in the Atlanta Daily Journal, about two weeks after Coca-Cola began selling. The ad said that Coke was “Delicious! Refreshing! Exhilarating! Invigorating!”
The 1980s featured such memorable slogans as “Coke is It!”, “Catch the Wave” and “Can’t Beat the Feeling”. In 1993, Coca Cola experimented with computer animation, and the popular “Always Coca Cola” campaign was launched in a series of ads featuring animated polar bears. Marking a significant shift in its marketing strategy, Coca-Cola today announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: “Taste the Feeling.”
“Taste the Feeling” will bring to life the idea that drinking a Coca-Cola – any Coca-Cola – is a simple pleasure that makes everyday moments more special. Cola experience.
One of the most famous advertising slogans in Coca Cola history “The Pause That Refreshes” first appeared in the Saturday Evening Post in 1929.
5. Pricing strategy
It’s common today for tech startups to begin by offering a service for free and then charging a higher price to consumers and/or advertisers once they’ve become hooked. Coca-Cola used a similar approach to scale across the US and then throughout the world.
From 1886 to 1959, a bottle of Coke cost just five cents.
the Coca-Cola products pricing are set around the same level as its competitors, Coca Cola has to be perceived different but still affordable.
Coca Cola has intense competition with Pepsi so its pricing can’t exceed too much nor decrease too much as compared to the price of Pepsi Cola. If price of the Coca Cola exceed too much from the Pepsi then people will shift to the Pepsi Cola and on the other hand if the price of Coca Cola decreases people might get the impression that its quality is also low.
Following factors Coca Cola kept in mind while determining the pricing strategy.
➢ Price should be set according to the product demand of public.
➢ Price should be that which gives the company maximum revenue.
➢ Price should not be too low or too high than the price competitor is charging from
Their customers otherwise nobody will buy your product.
➢ Price must be keeping the view of your target market.
The price of Coca Cola, despite being market leader is the same as that of its competitor
Word-of-mouth has a big part to play in their success. After all, Coca-Cola’s “thing” is all about bringing people together.
We’ve gathered the best examples of word-of-mouth marketing from Coca-Cola’s extensive library for your reference.
In 1888, business mogul Asa Candler took over Coca-Cola. Back then, it was a five-cent soda fountain drink that sold only about nine glasses a day on average.
Candler gave away coupons for free Coca-Cola to consumers. He then gave free barrels of Coca-Cola syrup to stores reluctant to stock this drink. As customers with coupons flocked to those stores, store owners quickly returned as paying customers.
Coca-Cola created a song the whole world sang.
Coca-Cola’s “Hilltop” was an advertising jingle that had the whole world singing along. The song was so popular in fact, that troves of people were calling radio stations and requesting the commercial be played. “Hilltop” was a heartwarming ad that appealed to the socially progressive values that were prevalent in the era.
Coca-Cola’s Polar Bears
During the 2012 Superbowl, Coca-Cola didn’t choose the traditional route of TV advertising.
Estimating that 60% of users would be using a second screen during the game, Coca-Cola had a family of their Polar Bear mascots react with the game in real time over rich digital media banners and a micro site. People love being part of mainstream events.
Unfortunately, most ads are unidirectional monologues. Coca-Cola’s Polar Bears was a two way conversation that delighted consumers who in turn, spread that delight to their friends.
Coca-Cola’s Got A Coke With Your Name on It
The “Share a Coke” campaign revolved around Coke bottles with common names (e.g “John”, “Sarah”) printed on labels of Coca-Cola bottles. The labels encouraged consumers to “Share a Coke With” a friend of that name. Word of the special bottles exploded on social media as consumers snapped thousands of pictures with/of their bottles of Coke.
Our names are one of the most personal things we have. These specially labelled bottles delighted consumers – it’s a personalized bottle of coke with their name on it!
And finally, all national, and then global, advertising contained variations of “Drink Coca-Cola/Delicious and refreshing” and fit into a standardized design style.
Coca-Cola has become world’s most valuable brand. Coca cola do prove the fact that people make emotional buying decisions, and Coke has admitted the marketing strategy which aims to influence on peoples buying decision. People admit Coca-Cola as an ambassador of happiness. While drinking Coca-Cola, we believe that this a huge portion of happiness!