Analysis Of Coca Cola's Marketing Strategy

There are many reasons why an organization might change their marketing approach. Some of the changes are implemented as a result of ineffective strategies, such as advertisement that doesn’t pay as well as expected (Suttle, 2015). Other changes could be due to the lack of properly identifying the target audience, which are people who are most likely to use the products. The consumer’s taste for certain products are continuously changing, therefore many companies must always keep up with that. For example, a company might introduce a new flavor of drinks to the market. Many people will not like that flavor, so to maximize the sales, the marketer must add a few more flavors to the brand. Otherwise, the consumer might purchase other drinks with …show more content…
The marketing has been very strategically planned for years and communications has helped to connect with the audience. This is one way the company has been able to stand out from its competitors (Bullas, 2015). The “Open Happiness” has been very much entwined with the Coca-Cola red brand. The business wanted something more distinctive to rally all the drinks around as one, so that it could feed its wider global strategies (Joseph, 2015). Recently, they have made changes to their marketing strategy and it evolved from “Creative Excellence” to “Content Excellence” (Bullas, 2015). The company realized that content is now the key to marketing in the 21st century on a social web. The company was able to approach this implementation by a series of five steps. The first step is “Create a Liquid Content”. The purpose is to create ideas that are so contagious, they cannot be controlled (Bullas, 2015). This is where the platform of social media comes into play. People can easily share ideas, videos, and photos; so the aim is to create content that is so enticing to the public. The second step includes “Ensuring the Content is linked”. This linked content should be relevant and connect to the company’s goals and brands (Bullas, 2015). The third step includes “The Creation of Conversation”. There is a strong connection to success when the brand interacts with the audience. The consumer creates more stories and ideas than they do, so the goal is to provoke a conversation (Bullas, 2015). The fourth step is “Move onto Dynamic Story Telling”. This allows the story to evolve as the interaction increase as you start conversing with customers (Bullas, 2015). The last step is “Be Brave and Creative with Your Content Creation”. This step implements the idea of moving from the white paper era to ideas that are more visual (Bullas,