The Coca-Cola Company
East Tennessee State University
1. ASSOCIATIONS WITH COCA-COLA
1.3 THE CHRISTMAS HOLIDAYS
2. Brand positioning versus Pepsi Co.
4. Images Associated with coca-Cola
4.1 Santa Clause
4.2 The Polar bears
4.3 The Secret Formula
4.4 The Olympics
5. Target Market and market segments
6. Coca-Cola’s Current media mix
6.3 Alternative Media
7. communication tools & strategies
7.2 Occasion based
7.3 Community Involvement
8. Integration of marketing communications
9. Coca-Cola’s Brand relationships
Around the world, it is nearly impossible to find a person that has never heard of Coca-Cola or consumed a Coca-Cola product. Coca-Cola has been building strong relationships with loyal consumers, brand image, and the associations with their brand since its inception into the soft drink industry over 125 years ago. Millions of people consume soft drinks on a daily basis, and Coca-Cola is the number one choice among consumers worldwide.
1. Association’s with Coca-Cola
In the minds of Coca-Cola consumers, there can be several associations with the brand. For example: the Christmas holidays, sports, and health. 1.1 Sports – Coca-Cola has had tremendous success within the field of sports. The company has recently marked its eighty-fourth year of continuous support of the Olympic games. Coca-Cola sponsors the FIFA World Cup, as well as the Rugby World Cup and the National Basketball Association (NBA). Coca-Cola is also the official soft drink of NASCAR, connecting the brand with one of the world's fastest growing and most popular spectator sports. New beverages joined the company's line-up, including PowerAde and Dasani® bottled water, in an attempt to create a more positive image of Coca-Cola’s already prestigious brand within consumers in the sports industry. 1.2 Health – Although the actual Coca-Cola drink is popular, it has received some criticism because of the negative connotation with the issues it causes to ones health. Ingredients such as: * Phosphoric Acid: This can interfere with the body's ability to use calcium, leading to osteoporosis or softening of the teeth and bones. * Sugar: It is a proven fact that sugar increases insulin levels, which can lead to high blood pressure, high cholesterol, heart disease, diabetes, weight gain, premature aging, and countless other negative side effects. * Caffeine: Caffeinated drinks cause jitters, insomnia, high blood pressure, irregular heartbeat, elevated blood cholesterol levels, vitamin and mineral depletion, breast lumps, birth defects, and perhaps some forms of cancer. While Coca-Cola has a very positive brand image, it does still have some negative associations in a world that is continuing to encourage people to live healthier lifestyles. Although with the purchase of Dasani, The Coca-Cola Company has tried several different experiments to become a healthier non-alcoholic beverage company. With the $4.1 billion purchase of Vitamin Water, and having a $15 billion brand in both Dasani and PowerAde, Coca-Cola continues to stress to consumers to read the product labels, that according to Coca-Cola’s website, provide recommended amounts of carbohydrates to support optimal performance during prolonged physical activity. 1.3 The Christmas Holidays – Since the 1930s, Coca Cola has been associated with the holiday season. Through the advertisements ran during the holiday seasons, Coca-Cola has shown people that they are conveying one specific thing: Coca-Cola is all about Coke. According to Coca-Cola’s...
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