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Book Synopsis Coca-Cola’s Marketing Strategy: An Analysis of Price, Product and Communication by : Julia Anders
Download or read book Coca-Cola’s Marketing Strategy: An Analysis of Price, Product and Communication written by Julia Anders and published by GRIN Verlag. This book was released on 2013-09-11 with total page 59 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, , language: English, abstract: Coca-Cola: a Soft drink which is not only refreshment, but an American symbol. Coca-Cola has grown to one of the world’s biggest and most successful companies. Such a success could only be achieved by a strong and outstanding Marketing Management. Coca–Cola connects with its audience and customers in a way that other companies don’t do. This report provides information about Coca–Cola’s Marketing Strategy and analyzes its communication, product and price policy.
Book Synopsis International Marketing Strategies to Go Global by : Lina Gertzmann
Download or read book International Marketing Strategies to Go Global written by Lina Gertzmann and published by GRIN Verlag. This book was released on 2021-10-05 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2020 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2.0, Ruhr-University of Bochum, language: English, abstract: The term paper deals with business and marketing in times of globalization. In view of the process of technical progress and globalization, strategies to assert oneself on the world market are indispensable. As one of the well-known companies on the global market, Coca-Cola has various concepts in order to remain competitive. The aim of this term paper is to give the reader an overview of the origins of the company, to examine the strategies that are important in the context of the globalized market, and to observe in how far they are used by Coca-Cola. An excursus on McDonald's as another example of a global corporation is intended to offer a comparison and to illustrate the extent to which the approach of the fast food chain differs from the one of the soft drinks manufacturer.
Book Synopsis Coca-Cola's Marketing Strategy by : Julia Anders
Download or read book Coca-Cola's Marketing Strategy written by Julia Anders and published by . This book was released on 2013-09 with total page 60 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scholarly Research Paper from the year 2011 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, - (University of International Studies, Ramkhamhaeng, Bangkok), language: English, comment: A profound paper about Coca Cola's Marketing Strategy. It was a final paper for two combined Marketing courses taught by a German professor (Wiesbaden Business School)., abstract: Coca-Cola: a Soft drink which is not only refreshment, but an American symbol. Coca-Cola has grown to one of the world's biggest and most successful companies. Such a success could only be achieved by a strong and outstanding Marketing Management. Coca-Cola connects with its audience and customers in a way that other companies don't do. This report provides information about Coca-Cola's Marketing Strategy and analyzes its communication, product and price policy.
Book Synopsis International Marketing Strategy of Coca Cola Company by : Umut Çelik
Download or read book International Marketing Strategy of Coca Cola Company written by Umut Çelik and published by GRIN Verlag. This book was released on 2017-09-04 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, ESC Dijon Bourgogne - Burgundy School of Business, language: English, abstract: The subject of the study is marketing in international markets, the subject of research is the essence and the system of it. The purpose of the paper work is to analyze the principles of international marketing, to consider this kind of activities in The Coca Cola Company. In conditions of transition to a market economy, one of the factors of effective functioning of economic entities is the access of these entities to international markets. Marketing, as experts emphasize, is not only a theoretical but also a predominantly practical discipline that arose and developed as a result of economic activity in a market. Marketing in the course of its development has widely used the advanced achievements of science, it is an arsenal of modern techniques and methods of various scientific disciplines that are used to solve a wide range of tasks. In the current conditions of development of the economic sphere of society, which are characterized by the intensification of competition in world markets, increasingly complex technological and organizational models of production, extreme information saturation and efficiency of foreign economic activity, is closely linked with the goals and methodology of using marketing tools. Moreover, its international aspects are significantly updated due to the further internationalization of the world economy, expansion of international trade, more dynamic and massive movement of capital and labor. In conditions of rapid market development, the application of marketing strategies is one of the most important functions for organizations. Every year the competitive situation grows and is increasingly complicated due to the expansion of the borders of foreign markets, the presence in the domestic market of foreign firms with significant experience of international business. In such conditions, the growth of competitiveness in demonstrated by organizations that carry out their activities not only on the domestic market, but also on foreign markets. Organizations can count on successful conduct of business in foreign markets only if they have a good knowledge of the world situation and own the economic situation in international markets, which is connected with the need to have not only advanced achievements in the production of goods but also with effective marketing abroad. Today, the study and application of international marketing by organizations in their activities becomes a necessity.
Book Synopsis Creative Marketing Strategies by : Whitney Surra
Download or read book Creative Marketing Strategies written by Whitney Surra and published by . This book was released on 2021-08 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the factors that lead to the success of Coca-Cola and Anheuser-Busch is their marketing strategies. If you want to discover the secrets behind this success, please keep reading this book. In this book, you will discover: CHAPTER 1: Corporate Culture in the '60's CHAPTER 2: Born Again. Going to Work for The Coca-Cola Company CHAPTER 3: The Largest Selling Christmas Ornament of All Time CHAPTER 4: Match the Stars. Win with Coke! 1st National Baseball Promotion CHAPTER 5: Everything changes in A&SP to Brand Marketing Teams CHAPTER 6: Competition Brings About Major Changes at Coke in the '60's CHAPTER 7: Fresca, Taking the Nation by Storm (It's a Blizzard) And so much more! Scroll up and click the "Buy now with 1-Click" button to get your copy now!
Book Synopsis Analysis of Marketing Strategies Used by PepsiCo Based on Ansoff's Theory by : Kristina Bachmeier
Download or read book Analysis of Marketing Strategies Used by PepsiCo Based on Ansoff's Theory written by Kristina Bachmeier and published by GRIN Verlag. This book was released on 2009-01-12 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2, University of applied sciences, Neuss, course: Marketing, language: English, abstract: Most leading companies today pursue multiple strategies for growth simultaneously in order to reach their strategic goals. It is important to verify how different growth strategies are appropriate for companies operating in different types of markets, and how changes in business environment make the same company decide on different strategic options at stage time in its organisational life cycle. The reason why firms succeed or fail is perhaps the central question in strategy. The firm needs a well-defined scope and growth direction, that objectives alone do not meet this need, and additional decision rules are required if the firm is to have orderly and profitable growth. Such decision rules and guidelines have been broadly defined as strategy or, sometimes, as the concept of the firm's business. The choice of a marketing growth strategy is a function of the strategic situation, organisational characteristics, and entrepreneur motivations. It is inherent to the process of strategy formulation. Companies must be flexible to respond rapidly to competition and market changes. They must benchmark continuously to achieve best practice.
Book Synopsis International Marketing Strategies by : Christina Dost
Download or read book International Marketing Strategies written by Christina Dost and published by GRIN Verlag. This book was released on 2006-10-25 with total page 40 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, University of Applied Sciences Braunschweig / Wolfenbüttel, course: International Business, language: English, abstract: Since the word has both technical and political meanings, different groups will have differing histories of "globalization". In general use within the field of economics and political economy, however, it is a history of increasing trade between nations based on stable institutions that allows firms in different nations to exchange goods and services with minimal friction. The term "liberalization" means the acceptance of the neoclassical economic model which is based on the unimpeded flow of goods and services between economic jurisdictions. This led to specialization of nations in exports, and the pressure to end protective tariffs and other barriers to trade. The period of the gold standard and liberalization of the 19th century is often called "The First Era of Globalization". Based on the Pax Britannica and the exchange of goods in currencies pegged to specie, this era grew along with industrialization. The theoretical basis was David Ricardo's work on Comparative advantage and Say's Law of General equilibrium. In essence, it was argued that nations would trade effectively, and that any temporary disruptions in supply or demand would correct themselves automatically. The institution of the gold standard came in steps in major industrialized nations between approximately 1850 and 1880, though exactly when various nations were truly on the gold standard is contentiously debated. In the "First Era of Globalization" is said to have broken down in stages beginning with the First World War, and then collapsing with the crisis of the gold standard in the late 1920s and early 1930s. Countries that engaged in that era of globalization, including the European core, some of the European periphery and various European offshoots in America and Oceania, prospered. Inequality between those states fell, as goods, capital and labour flowed remarkably freely between nations.
Book Synopsis Content Marketing in the 21st century by : Lisa Wiechert
Download or read book Content Marketing in the 21st century written by Lisa Wiechert and published by GRIN Verlag. This book was released on 2017-04-03 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Academy for the Medical-Technical Laboratory Service of the State Steiermark Graz, language: English, abstract: This essay will analyse Coca Colas Marketing campaign “no Labels”, focusing on the importance of Content Marketing in connection with current events. In addition it will answer the question if it is possible for other companies to follow given example.
Book Synopsis Successful Marketing Stories by : Elijah Machens
Download or read book Successful Marketing Stories written by Elijah Machens and published by . This book was released on 2021-08 with total page 142 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the factors that lead to the success of Coca-Cola and Anheuser-Busch is their marketing strategies. If you want to discover the secrets behind this success, please keep reading this book. In this book, you will discover: CHAPTER 1: Corporate Culture in the '60's CHAPTER 2: Born Again. Going to Work for The Coca-Cola Company CHAPTER 3: The Largest Selling Christmas Ornament of All Time CHAPTER 4: Match the Stars. Win with Coke! 1st National Baseball Promotion CHAPTER 5: Everything changes in A&SP to Brand Marketing Teams CHAPTER 6: Competition Brings About Major Changes at Coke in the '60's CHAPTER 7: Fresca, Taking the Nation by Storm (It's a Blizzard) And so much more! Scroll up and click the "Buy now with 1-Click" button to get your copy now!
Download or read book Design to Grow written by David Butler and published by Simon and Schuster. This book was released on 2016-02-23 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Expert advice from Coca-Cola's vice president of Innovation and Entrepreneurship: Learn how Coca-Cola uses design to grow its business by combining the advantages of scale with the agility to respond to fast-changing market conditions"--
Book Synopsis Celebrity-Marketing: Market penetration by image transfer from stars using the example of the brand Coca-Cola light of the beverage producer Coca Cola. by : Katharina Krützkamp
Download or read book Celebrity-Marketing: Market penetration by image transfer from stars using the example of the brand Coca-Cola light of the beverage producer Coca Cola. written by Katharina Krützkamp and published by GRIN Verlag. This book was released on 2013-11-14 with total page 79 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,1, University of Applied Sciences Essen, language: English, abstract: 1. Introduction 1.1 Aim of the paper The aim of this Bachelor thesis is to work out how celebrity marketing ideally works to make customers internalize the marketing objective. Strengthen the company’s image and brands, bonding customers and at least making profit. Among a lot of different marketing tools, celebrity marketing seems to be the most popular and promising one for companies to present their products excellently. Consequently, this paper answers the question, how especially celebrity marketing has to be developed in case of having a competitive advantage to competitors and the best effect on the customer. This paper focuses on a current example to explain how celebrity marketing is successfully applied in general and concerning to Coca Cola light’s activities. Before pointing out how to create effective celebrity marketing, this thesis presents the trends in marketing tools generally. The second problem statement is, if marketing is still promising in times of every company doing it. Purpose of this thesis is then to analyze Coca Cola light’s campaign concerning success potential and develop a future outlook to outline the development of celebrity marketing as a form of modern communication between company and customer and discuss Coca Cola light’s position in celebrity marketing referring to the latest campaign. 1.2 Relevance of the topic Nowadays, due to ongoing globalization and consequently the increasing fierce competition between the global operating companies, remaining competitive is getting harder. To establish a sustainable competitive advantage, many companies use a popular testimonial to advertise their product. Especially leading brands and companies wanting to strengthen their brand equity, benefit from this type of marketing. By the successful image transfer the brand is getting an added value as well as an improved band image and a strengthen customer loyalty. But celebrity marketing has disadvantages on the other side, too. This is proved in latest studies showing that celebrity marketing’s success have decreased recently. Often, credibility of the brand suffers as a result of a celebrity having more than one advertising contract for different products. Celebrity marketing can be more than just endorsing the company’s product. It has the chance to become the connecting link between the company - and the brand it stands for – and the customer by creating emotionality and interest.
Book Synopsis An Investigation Into the Role of Emotional Branding in the Cola Market with Particular Reference to Coca-Cola by : Miriam Mennen
Download or read book An Investigation Into the Role of Emotional Branding in the Cola Market with Particular Reference to Coca-Cola written by Miriam Mennen and published by GRIN Verlag. This book was released on 2010-03 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2005 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 70 % - A, New College Durham, course: BA (HONS) Management, Business and Administration, language: English, abstract: The business area of marketing has become increasingly important over the last few decades turning marketing activities into a critical success factor. Emotional benefits in marketing have received more and more attention and discussion because they work beyond the awareness of the customer and influence their buying behaviour. In an article from the Canadian Marketing Association, Glenn Livingston (2004) says that most of the people do not want to believe that they are or can be emotionally influenced by brands. They do not want to admit to using brands as a method of partially supporting their self-esteem but this is what makes the emotional benefit motivation such an important technique in marketing. It is the case that emotional benefits are so elusive and hidden that it makes them incredibly powerful and persuasive. Companies like Coca-Cola, Gillette or Victoria's Secret understand the art of accessing, with intelligence and sensitivity, the true power behind human emotions. They form their brands in a way that they become a face and a character in order to reach the overall aim: the identification of customers with the brand. Today's most successful brands have built relationships with consumers by engaging them in a personal dialogue that responds to their needs. In fact, many brands make the mistake of trying to force the emotional benefit by telling the customer directly. As soon as this thought is then put into language and made conscious, a person's adult mind will make rational decisions and realize that this product does not make them a different person. As Coca-Cola is the number one on the "Interbrand's Annual Ranking of 100 of the World's Most Valuable Brands", the researcher will take this brand as a
Book Synopsis Brand Development of Coca-Cola Company by : Daniela Lopez
Download or read book Brand Development of Coca-Cola Company written by Daniela Lopez and published by GRIN Verlag. This book was released on 2012-02 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: 'Uva' is the name given to the Coca-Cola Company's latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for 'grape' (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of 'thirst' (Franzen and Moriarty, 2009:202), 'Uva' will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult's soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on 'mums-to-be' as seen on the Shloer website (Shloer, 2011). ...]
Book Synopsis Always Coca-Cola by : Alexandra Chreiteh
Download or read book Always Coca-Cola written by Alexandra Chreiteh and published by Interlink Publishing. This book was released on 2012-11-01 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: The narrator of Always Coca-Cola, Abeer Ward (fragrant rose, in Arabic), daughter of a conservative family, admits wryly that her name is also the name of her father’s flower shop. Abeer’s bedroom window is filled by a view of a Coca-Cola sign featuring the image of her sexually adventurous friend, Jana. From the novel’s opening paragraph—“When my mother was pregnant with me, she had only one craving. That craving was for Coca-Cola”—first-time novelist Alexandra Chreiteh asks us to see, with wonder, humor, and dismay, how inextricably confused naming and desire, identity and branding are. The names—and the novel’s edgy, cynical humor—might be recognizable across languages, but Chreiteh’s novel is first and foremost an exploration of a specific Lebanese milieu. Critics in Lebanon have called the novel “an electric shock.”
Book Synopsis Analysis of key marketing themes for Pepsi-Cola by : Benjamin Pommer
Download or read book Analysis of key marketing themes for Pepsi-Cola written by Benjamin Pommer and published by GRIN Verlag. This book was released on 2014-08-25 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of Applied Sciences Essen, language: English, abstract: PepsiCo is a global consumption goods company with a very diversified portfolio. The company focuses on beverages and “junk” food. When it comes to brand value and numbers of sold cola beverages, Coca-Cola Co has a unique market share. Especially on the cola-market, both companies are the most successful competitors worldwide. In Germany, Pepsi-Cola has not been as long on the market as Coca-Cola. None-theless, Pepsi proved to be a strong opponent by initiating clever marketing cam-paigns. However, the German market for cola products is much more competitive than the US-market. The strategic planning analysis of PepsiCo, using Kotler’s four P’s, shows, how much Pepsi-Cola’s suffers from its lack of image compared to Coca-Cola. Pepsi-Cola is very present in retails and commercials, but does not have a trustful brand image. Pepsi-Cola’s image as a cheap cola drink is a threat to its future deveopment, because a decline in the product-life-cycle is possible. PepsiCo’s focus on the German beverage market needs to include a product development, that show consumers, that Pepsi-Cola can be a tasty as well as a sustainable product. The strategy of product diversification must not contain Pepsi-Cola as the main beverage drink of the company.
Book Synopsis Summary: The End of Marketing as We Know It by : BusinessNews Publishing,
Download or read book Summary: The End of Marketing as We Know It written by BusinessNews Publishing, and published by Primento. This book was released on 2014-10-14 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: The must-read summary of Sergio Zyman's book: "The End of Marketing as We Know It". This complete summary of the ideas from Sergio Zyman's book "The End of Marketing as We Know It" reveals the author's central tenet behind his work at Coca Cola: marketing is an act of magic that people have taken an oath to protect. According to Zyman, today's consumers have a bewildering array of choices so companies can no longer just sell a product, they have to give people a reason to buy. In this summary, Zyman takes you through his marketing strategies and demonstrates that it is possible to not only position your product, but to re-position that of your competitor. By following his advice, you will learn how to use your marketing strategies to become a part of your customer's world and focus on your central message. Added-value of this summary: • Save time • Understand key concepts • Expand your business knowledge To learn more, read "The End of Marketing as We Know It" and learn the secrets behind the art of marketing from Coca Cola's marketing man.
Book Synopsis Analysis of Coca-Cola's and Pepsi's European Marketing Strategies by : Yücel Yelken
Download or read book Analysis of Coca-Cola's and Pepsi's European Marketing Strategies written by Yücel Yelken and published by . This book was released on 1997 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt:
