Agra, Uttar Pradesh Distribution strategy of Coca- Cola - March 27th, The Coca-Cola Company is a beverage retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups.
The Coca-Cola Company hereafter called Coca-Cola is often taken as best practice example of focusing on storytelling in its current online marketing activities Pulizzi, ; Gioglio, ; Rose, ; Savut, Screenshot of Corporate Website left - adapted from Assurance Advertisingvs.
Admittedly, one can believe in the success of the relaunch or not, as it can be dared to say that it might be rather subjective to define success in this context — even if Joe Pulizzione of the content marketing gurus Coca cola project strategy today, says so.
Nevertheless, based on the outlined theoretical concepts in part one, it will now be analyzed which keystones are implemented in the Coca-Cola Content strategy. Being in line with revealed research, brand-related as well as unrelated stories are published on a continuous basis. In contrast to the past where storytelling was performed in a one-way direction, it becomes clear that the company focuses on creating dynamic stories that are free to evolve during time.
One proof for this is the integration of different social media icons in each content that allow users to share the stories on various platforms. In the first explanatory video, the company gives the reason for emphasizing on this.
Moreover, articles and stories on the website are created in such way that they often link to other stories. We can note that the keywords here are engagement, multifacetedeness, spreadability. Coca-Cola uses the so-called water cooler test for all ideas before new content is published: Does it surprise you?
Is it compelling with universal appeal?
Is it being measured systematically? Furthermore, it is remarkable that the mixture of categories seems to follow a certain structure. In her speech inshe outlines different metrics that revealed the three most interesting content areas: Food, company history and jobs.
As a consequence, Coca-Cola is steadily aware of the current booming topics and thereafter continuously providing compelling, emotional and share-worthy content in these areas being in line with the first two keystones SocialMedia.
Fourth, it is interesting to notice that the majority of the stories talk about personal and emotional stories about real lives. Be it brand-related or non-related content, all stories try to emotionally bond with its readers in order to strengthen its relationship. This example does not only agree with the above-stated fact that emotions are key in content marketing, but also shows that the company focuses on the emotion that trigger most interactions, the feeling of joy Eyl The fifth keystone that can be revealed in this analysis is connected to the latter keystone.
Coca-Cola clearly focuses on showing stories from all over the world, regardless the country from which the website is visited from The Coca-Cola Company It is also worth to mention that the website is all in English and is internationally focused SocialMedia.
The idea was to provide interactive Coke dispensers that had real-time cameras installed where people could see each other. The dispensers were located in areas of conflict of India and Pakistan, aiming to unite people living in conflict. It was one of the most successful campaigns for the company so far Savut, Once again, all these stories are shareable, compelling and evoke emotions.
Sixth, Coca-Cola allows users to directly interact with the brand and with other users. Content may be brand-related or not. In the uploading template, users are asked to describe the picture and tell the story behind it.
Giving users the possibility to directly share their own moments seems to be in line with the previous cornerstones, especially the second and fifth ones.STATEMENT “At The Coca-Cola Company we strive to refresh the world, inspire moments of optimism and happiness, create value and make a difference.” PEOPLE UNITS Coca-Cola Beverages (Shanghai) Ltd.
Coca-Cola China Ltd. Coca-Cola Far-East Ltd. MAIN BOTTLERS Swire Beverages COFCO Coca-Cola.
• Led the social media strategy of the brand/ managed content of all social media accounts, researched partnership activities, outreached bloggers & other online media to grow business presence Marketing Project Manager at The Coca-Cola Company. The Coca-Cola Company.
The American College of Greece. View profile. View profile badges Title: Marketing Project Manager at . “Project Report on Coca-Cola Company and study of customer preference for Coca-Cola brands with reference to Coca-Cola India” PROJECT REPORT ON COCA-COLA COMPANY SUBMITTED BY: MUTHU KUMARAN (94) NIDA MAJEED () RAGHAV KUMAR () RAHUL KALIA () RAHUL NAGPAL () SIMRAN KAUR PAHUJA .
Change is a key component of Coca-Cola’s growth strategy. Quincey said the company will complete the U.S. phase of the project in “the coming weeks,” and will conclude efforts in Canada.
Marketing Plan: Set up and implement annual marketing plans in line with brand strategy for the area of responsibility, especially plan timings for all brand marketing activities, required budgets and resources.
The Coca‑Cola Company has always been a creator of refreshing beverage brands.
Today, our expansive portfolio includes more than brands, including sparkling beverages, juices and juice drinks, coffee, tea, sports drinks, water, value‑added dairy, energy and enhanced hydration drinks.