Campaign Used by Coca-Cola Company in Marketing its Products (Research Paper Sample)

Advertising Campaign for Coca-cola Brand
Student Name
Course
Date
Instructor
Overview of the Coca-cola brand
Coca-cola is the world largest beverage company recognized for its best service of refreshing consumers all over the world. It is an American multinational beverage company, which specializes in manufacturing, retailing and marketing of nonalcoholic beverage products situated at Atlanta in Georgia. John Stith Pemberton was the inventor of the company in the year 1886. From 1889, the company has been operating a franchised distribution system, whereby it produces syrup concentrate that is then distributed to several bottlers across the globe.
Currently, Coca-cola is the most recognized company in provision of various products such as sparkling beverages, juices, ready-to-drink and juice drinks. Implementing sustainable community by putting its focus on the initiatives that result to environmental footprint reduction, and healthy living is the company enduring commitment. According to Coca-cola Co (2006) analysis, the company considers working in a safe environment for its associates as well as enhancing the economic growth of the communities in which it operates.
Coco-cola brand lies under the category of products brand. This implies that the coca-cola products are build based on the experience the company has towards its products. The niche that coca-cola company intends to fill is advertisement. Coca-cola Company has always put its focus on advertising and that focus has pushed it to the top of the mountain. The company uses some few words and phrases such as fantastic, wholesome, colorful and memory provoking, which describe coca-cola advertisement activity. Through advertisement campaigns, the Coca cola’s brand power has considerably increased for the last few years. For instance, the company was the best sponsor of the 2014 winter Olympics that took place at Sochi in Russia. The activations of the Olympic game sponsored by the company, such as the longest Olympic torch relay, was of significance for it generated 11% growth in Russia unit in the year 2013 (Wang, 2015).
Unfilled product niche
One huge mistake that Coca-cola brand managers make is making an effort to market their product to a large general market rather than putting their focus on a small niche market. As marketing and advertising advisor of this organization, having clients to place the focus on them concerning a niche market is the most challenging aspect of this job (Dudovskiy, 2015). For instance, if a marketing advisor consult clients that they must begin on a small specialized market niche, it is obvious for the clients to say that they think everybody is in a possibility of using their products and if they restrict their market, then they might experience low income on their products. This is one of the instances that happen to the Coca-cola Company. However, as an advisor, I would tell the Coca-cola management that if they would wish the market their products globally, they would be required to invest a lot on regional, national and international advertising campaigns. This will make them spend more on advertisement than on what they may get from the products.
Therefore, what I would advise them is that, in order for them to experience success in the current hyper-competitive situation; they should place their business focus and marketing on serving a common specialized as well as small niche market. This is a fact and a mater of over taking the competitors by having a small marketing budget. The reason behind this is that the company will spend little on marketing and earn more form their products. Thus, if the Coca-cola company ends up ignoring this advise and go on marketing their products on a large general market instead of first experiencing success in a small market niche, the company might end up being out of business and drop in its interbrand ranking worldwide. However, if the organization puts its focus on a small niche market, it will increase the odds for business success with limited or no risk.
Coca-cola brand image market niche
Coca-cola brand image is one of the few images recognized worldwide. Current marketers are in search for the coca-cola brand in order to create their marketing power. This brand image has transcended the cultural barriers as well as the national borders in order to get to for everyone’s attention globally. From the start of 1886, the president governing the coca-cola company began to travel to many countries for the significance of advertising this brand image to pharmacist as well as the drink. The reason behind this is that the drink, at that period, was regarded as a medicinal substance that was used to relieve headaches as well as other minor woes. From that time, the brand image went on penetrating further around the globe, which acted as one of the advertisement tool to this brand.
Currently, Coca-cola remains a powerful brand with more than a century of history that runs behind it. Due to this, items featuring the before incarnations of the coca-cola have been Americana classic pieces. Mayer (n.d) argues that the coca-cola brand’s success has not just been the world of brand marketing, but also of the history of the America. The brand image acts as a symbol of the popularity of the soft drinks together with the dominance of the American entrepreneurialism in the twentieth century and on.
Coca-cola considers its brand image as a fundamental factor that makes a huge influence in its sales. This company’s brand contains the privilege of being recognized worldwide as it has to implement their image on a universal value, which is happiness. Consumers perceive this brand as a part of daily lif...