As we all know, in beverage market there are two very strong players named Pepsi and Coca-Cola. These biggies are competing since a ling time to get more and more market share. This is a never ending fight of two companies. Such a cut-throat competition makes them more conscious about the promotion and marketing.
How does Coca-cola Do That?
- Television Marketing
- Attractive Advertising Campaigns
- Celebrity Endorsements
- Contests and Schemes
Television advertising is one of the most used media by Coke to market its brands. Coca-cola spends a huge amount of money every year to advertise on television. Coke prefers the most watched television programs and events on TV Channels to place its advertisements.
Hoardings are also a great media for Coke to promote its brands. Coke use hoardings mostly in rural area and semi urban area to attract people. Hoardings with eye catching graphics and thought provoking slogans make Coca-cola an out-standing advertiser.
Coke used print media also as a medium to publicize and promote its brands. You can come across many articles and advertisement of Coca-cola in some news papers and magazines. Coke places its advertisements in highly popular magazines.
Partnering in some event and functions is also a great way of promotion of brands. Coke partners with many events and functions. Coke sponsors many contests to promote its brands. Coke also sponsors big events like FIFA world cup and ICC world cup etc. These are the big events reaching to millions of viewers. This sponsorship allows coke to place their advertisements during the event and promote its brands simultaneously with the event.
Coke also sponsors reality shows to gain more eye horizons of viewers. “Official associate sponsors and official presenting sponsor Coca-cola” you can hear these lines while watching many television programs and reality shows. Some of the most famous of Coca-cola are launched during these reality shows and big sports events. Coke is also known for the most creative and innovative advertising.
Coke selects marketing campaign according to the culture of the country for which the advertisement is being prepared for. It takes care of characters, colors, music, location, celebrity etc. while designing the advertisement.
Thus, as explained above, Coke markets its brands differently and in creative way. Marketing professionals and students should learn Coke marketing strategies as case studies.