References: Coca-Cola: The real story behind the real thing. (2009). Retrieved July 14, 2014, from…
Coke and Pepsi have always been rival beverages for decades. I can remember my teens when most households would divide into two when it came to choosing their choice of drink, especially when going for grocery shopping. Even the advert aired by both brands shows a lot of rivalries between them. When one makes a new product, the other would do everything possible to make something similar or better than the former. Making people, both old and young believe their product is the best. When comparing the two beverages, there’s a major thing we normally notice from their commercials, while Coca-Cola Company uses families and animal in most of their commercial ads relating to peoples society, Pepsi Company uses different super stars and celebrities to sell their product worldwide. However, as coke uses their ethos in targeting both the old and young generation, Pepsi target mostly today’s youth in their adverts.…
The company’s unethical behavior started years ago when the secret formula of the Coca-Cola drink was in question. Coca-Cola, the world 's best-selling soft drink, once contained cocaine, and it is still flavored with a non-narcotic extract from the coca, the plant from which cocaine is derived (May,1988). Some people believe that this action by the company had a main reason behind it, which is the case when most unethical behavior occurs. The Coca-Cola Company’s idea of creating customer loyalty was aimed more at addicting the customer to the product over developing a relationship between the customer and the company (Zarate, 2012). By addicting the customers to the soft drink, revenues will have increased dramatically and demand for the product would have always been extraordinary. This was a very unethical behavior on the company’s part due to the fact that people of all ages were drinking the product and the company was producing a product that could have had potential harm to the society. The impact of cocaine on society can be seen in those that use the substance families, communities, and workplaces. As the public began to turn against cocaine, because its adverse effects and addictive properties were discovered, the Coca-Cola Company eventually switched the soft drink’s formula. If the company did not switch the soft drink’s formula it would have impacted the demand of the product, resulting in less sales revenue and would have hindered the growth of the company. By the end of the 1900’s the Coca-Cola soft drink was completely free of cocaine (Harrell,…
This case study is the story of Coca-Cola, its history and the report about one of the most fascinating stories about the company this is still regarded by many as a mysterious case: “the introduction of the new Coke”.…
Two major detriments to Coca-Cola’s strategy of expansion into non-carbonated beverages may be the impact of society’s recent economic uncertainty and increased health awareness. Such beverages may be considered luxuries. Although pricing might be competitive, in today’s economic uncertainty individuals may prefer a variety of beverages that offer better nutritional value vice purchasing Coca-Cola’s soda beverages. It is my opinion; Coca-Cola has strategically…
Coca-Cola produces many advertisements every year with the purpose to get people to continue to purchase their product. They are effective when it comes to achieving their goal because of the way that they display ethos, pathos, and logos in their marketing campaign. Good use of ethos is used in this advertisement by presenting a trusted logo backed by a history that people relate to being credible and reliable. Overall, this is an extremely successful advertisement in the sense that it persuades the audience to purchase Coke products through the use of logos, pathos, and…
This is an interesting topic because it tells us how the Coca-Cola Company maintained a strong brand identity in the global markets over the years and how it built that brand image in the first place. It also tells us about how Coca-Cola could persuade various people with different cultural backgrounds and ideologies to buy the same product.…
This locally owned Soda Company is in tuned and established with this community, they’re known for being very environmentally friendly, local, and socially responsible and a small business pioneer. Coca-Cola is the largest soda brand world-wide, and the third most valued business in the world today. Working on a global scale, we provide more than just a product. We need to inform these customers of what Coca-Cola is all about. Coca-Cola has a wealth of information at our disposal, advertisement, promotional information and the company’s standards has made this Coca-Cola a household name and reputation as the biggest soft drink manufacturer in the…
It seems that the most important events throughout Coca-Cola’s history have happened at the end of the United States’ involvement in war-times. From the original invention right after the civil war, to share prices falling after World War I leading to a mass re-structuration internally, to the company’s involvement with World War II soldiers, Coke has continually evolved to stay on top. The company has engrained itself into American culture, most notably by commissioning Norman Rockwell and Haddon Sundblom, to bring its image to life through comforting scenes and through the infamous Santa Claus image. In amazing foresight, Robert Woodruff began selling Coca-Cola in gas stations across the US, and then expanded internationally and began to profit within three years. “Woodruff was adamant that the Coke sold overseas should be identical in taste to the Coke sold in the US, despite advisors who recommended adapting the taste to local palettes.”. After more successful placements of Coke in pop-culture such as movies plugs, baseball games, and celebrity endorsement, Woodruff had the opportunity to “buy flailing Pepsi-Cola for a nominal fee. Woodruff declined believing that it would be unwise to market a drink that would compete directly with Coke.” .…
Coca-Cola has been the dominant beverage company in the cola market for a large number of years. Their popularity has soared making them an easily recognizable brand with an image that almost sells it self, literally. Coca-Cola hasn’t always had the best of luck in the history of their existence, whether it be issues with their bottling facilities or having to deal with competition taking away their huge lead in market share. This case is about the war between Coca-Cola and Pepsi.…
The Coca-Cola is one of the most popular and recognizable brands in the world. According to the social surveys, Americans associate “Coca-Cola” with the spirit of patriotism and as a reminder of a traditional American values and the lifestyle (Slater, 2000, p. 202). Coca-Cola being a brand with few decades’ history has a strong organizational culture and well-defined, structured mission and vision directions. On the of official webpage of the company it is said that…
criticism of Coca-Cola from a range of campaigns using a variety of media over the…
Hutt, P. P. (2001). The Image and Politics of Coca-Cola: From the Early Years to the Present.…
Coca-Cola is an exceptional brand because it has created its success with effective marketing tools. First, Coca-Cola incorporates social responsibility to their business. Social responsibility is a company’s obligation to improve its positive effects of society and reduce its negative effects (Perreault et al. 2011). Coca-Cola has mastered this concept by making positive improvements to lessen the effects of production on the planet. The company has prevented 5M metric tons of carbon dioxide…
The Coca-Cola brand has built itself into a staple of American culture. This is a terrifying thought for public health advocates who see Coke and other soft drinks as being major culprits behind a growing national health crisis. Empirical evidence shows that over-consumption of soft drinks clearly causes harm to the individuals who consume them, however, the waging battle over soda legislation will not be won on the grounds of health alone. The argument that Coca-Cola, Pepsi, and other soft drink firms present is deeply rooted in American values and cannot easily be trumped. What they argue for is freedom of choice.…