Chap 16: Advertising, Public Relations, and Sales Promotion

Advertising:
Coca Cola advertises not only their products but also the company's image which is institutional advertising. Coca Cola uses many types of advertising which are television, magazines, outdoor, and the internet. Coca Cola uses television commercials to gain good marketing coverage by appealing to consumer's senses. Coke uses the internet to promote their products, using social media and their own website. Coca Cola outdoor media includes their billboards, sports arenas, and more. Coke uses mediums and has spent lots of money for their advertisements.
Public Relations:
In the Coca Cola website, the company handles public relations which they include a press center, which allows consumers to view press releases, company articles, and company statements made by the company regarding current information. This press center can be found in this link: http://www.coca-colacompany.com/press-center/image-library/
Sales Promotion:
Sales Promotion consists of marketing communication activities other than advertising, public selling and, public relations, to boost the sales of a product or service temporarily. Coca Cola gives its products to retails for a lower price and the retailers sells the product on sale. In order for the retailer to do this, it runs an ad in their store to attract consumers.

Chap 14: Market Channels and Retailing

Marketing Channel for Coca-Cola:

Coca-Cola uses two major channel distribution strategies. Which are direct selling and indirect selling. According to the Coca-Cola website, it states "Our principal channels are small retailers, on premise consumption, such as restaurants and bars, supermarkets and third party distributors." Coca-Cola distribution channel is direct and indirect. Indirect channel because the company uses intermediates. Coca-Cola engages various distributor agencies through partnership. The company delivers the products to distributors who then supply the products to direct retailers. Coca-Cola is also a Direct channel because the company uses Coke vending machines in certain locations such as gas stations and schools. The retail store i chose to go to is the Wal-Mart in my neighborhood in Brooklyn on Lorimer st. Wal-Mart is a large retailer who gets their supplies from Coca-Cola directly.

Chap 6: Consumer Decision Making

The Consumer Decision Making Process:

This is a process in which the consumer identify their needs, consumers collect information, than they evaluate alternatives, make the purchase decision, and than their post purchase behavior (satisfied or dissatisfied). Coca-Cola's Needs Recognition is more of a want for Coca-Cola beverages because people see the logo of the bottle and get thirsty so its their consumption of wanting to drink the beverage. For Information Search Coca-Cola is both marketing controlled information source and non-marketing controlled information source. Coca Cola has mass media advertising (television, internet, magazines) and also personal sources of family, friends, and coworkers who recommend it. Evaluate Alternatives and Purchase, Consumers have other options for beverages other than Coca-Cola such as Pepsi, there top competition. This goes back to needs recognition because its what the consumer want. As for Post Purchase Behavior, Coca-Cola wants to maximize customer satisfaction and retention.

Chap 5: Developing a Global Vision

Coca-Cola announced a global marketing strategy that for the first time, all the coke trademarks will be united in one global creative campaign: "Taste the Feeling". This global marketing campaign offers consumers whichever Coca-Cola suits their taste, lifestyle, and diet. It can be with or without calories, or with or without caffeine (Coke, Diet Coke, Coke Zero, Coke Life). Chief Marketing Officer Marcos de Quinto is who unveiled the "one brand" strategy in a media event in Paris and says "Coca Cola is one brand with different variants, all of which share the same values and visual iconography. People want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola with great taste and refreshment." Quinto's vision for this global creative campaign is bringing to life the idea that drinking any Coca-Cola is a simple pleasure that makes everyday moments more special.

(Link for Taste the Feeling Anthem)
https://www.youtube.com/watch?v=-AmKP9VE2Ms

Chap4: The Marketing Environment

External Environment Factors:

Social Factors: More people are practicing healthier lifestyle which is the most important social factor that influenced Coca Cola.  The trademark "Live Positively" by coca cola is a commitment to create a positive difference in the world for a better lifestyle. Coca cola uses social media such as Facebook to maintain the brand image, and Twitter to respond to mentions such as, complaints, compliments, and follow requests.

Demographic Factors: Diet coke is very popular for diabetic people. People from the age of 37-55 are very concerned with nutrition. The major emphasis of coca cola is to be a "cool" drink to attract teenagers and for adults a drink they been having since they were younger. The large portion of consumers are baby boomers. Many customers switched to bottled water, diet coke and coke zero.

Economic Factors: Economic recession is one of the most important factors that influnced Coca Cola. Consumers have less money to spend, but Coca Cola is a worldwide brand with a lot of brand awareness so sales is still growing.

Technological Factors: The new technology advances like television and internet uses special effects for advertising through social media, also the new technology made it possible for coca cola to use recycle materials to make cans and plastic bottles for it can be better for the environment.

Political and Legal Factors: Coca Cola was granted a trademark for name "coke" in the year 1945. The food and drug administration (FDA) is a powerful agency that regards non-alcoholic drinks such as coca cola, because of this the government and health authorities are constantly monitoring what Coca Cola puts in their drinks. Coca Cola are monitored by over 200 governments and health authorities including Muslim countries.