Coca Cola is one of leading brands in the soft drinks market. Coca cola has become a trusted and famous brand name and the company has succeeded in making its image due to its quality, and techniques of image making. The company uses various techniques of image making and earned a highly reputed position in the world market. This paper intends t discuss how coca cola has succeeded in making a positive image in the beverage market along with discussing various techniques that the company uses in making its image.
Coca Cola started its business in 1880’s and since then the company has moved ahead on the basis of its image making techniques. Coca Cola initially maintained its simplicity in respect of its name and brand but in order to deliver something fresh, Coca Cola made certain changes that were required in order to increase its market base. Changing the design of its brand name was a part of various changes. Coca Cola started aggressive marketing and used various techniques of image making after a century of its inception (Coca-Cola History).
Coca-Cola when launched in the market, the company introduced drinks to various doctors and pharmacist. Company tried to build image of Coca-Cola as medicinal ingredient that can help people in reliving minor headaches and distresses. The company adopted direct marketing strategy to build image of the coke product by distributing samples of the drinks to health care professionals along with calendars, pen stands, clocks, and other items with Coca-Cola logo on them. Coke product was distributed at the national level and Coca-Cola began its journey to become a leader in beverage market. Now Coca-Cola has strong brand image with presence across the world.
Coca Cola introduced various flavors and presented its drinks in new packaging from time to time. The company rebranded its drinks as “Coke” with a catchy punch line “I’d like to buy the world a coke”. Coca Cola propagated its products in various countries and its products were found in approximately all countries in one form or the other. Coca Cola was aware of the fact that moms are the real shoppers and it is good to allure and influence them in order to increase sales (Pelsmacker et al.).
Few images associated with the Coca-Cola products are well recognized across the world. Marketing managers around the world recognize Coca-Cola as powerful brand. The image of Coca-Cola has traveled across the national borders and eliminated cultural barriers in order to acquire huge market share and reach to all people irrespective of their ethnic identity, race, age, gender, culture or traditions. The symbol of Coca-Cola becomes present everywhere over a period of time. Coca-Cola branded its product more than any other brand of non-alcoholic beverages. The Product has rich assets’ portfolio such as red color of logo, proprietary shape of the bottle, and logotype, all manage to grab the attention of the consumers over several years. These changes are appreciated by Coca Cola customers (Stengel).
Coca-Cola by adopting different promotional strategies and strong advertisement established its brand in all markets across the world. A major percentage of company’s revenue comes from foreign market which shows that the Coca-Cola is no truly global brand. Coca-Cola has become a domestic name in all markets due to its capability to meet changing tastes and preferences of the people in global market. Coca-Cola product’s advertisement shows that the drink is integrated part of local culture. Coca-Cola image is loaded with emotions and sentiments, and it touched hearts of consumers (Yakup et al.).
Effective and strong branding of the Coca-Cola is product’s major strength. The drink is enjoyed by the people around 700 million times during the day and across the globe, which shows the power of brand image. Brand image of Coca-Cola is stands for quality, celebration, and enjoyment. Brand image building of Coca-Cola has always been very powerful, and product maintained to be in limelight over past several years since Coke became most popular non-alcoholic drink (Juni).
What was the main factor that made Coca-Cola most recognized, well accepted, and most enjoyed non-alcoholic drink. Strong brand image has always been a factor that encouraged people to drink Coke and make them loyal towards the brand. Coca-Cola adopted different image building techniques which helped company in achieving leading position. Coca-Cola was first mover in the soft beverages drinks which allows company advertise it as unique product that is suitable for different taste and occasions. Coca-Cola build its image by considering few factors that are important for all consumers: Availability, affordability and acceptance.
Coca-Cola product adopted all media tools to build its image. For example advertisement on television is designed keeping mind the cultural and emotional requirements of the target market. On social media Coca-Cola involves potential and existing consumers in discussion, feedbacks, story development and various other activities that increase customers’ involvement with the brand without diluting its core values. Coca-Cola through different advertisement and promotional activities ensures that its product emotionally connects with the local culture (Pelsmacker et al.).
Image building activities developed by the Coca-Cola are designed according to the local culture of the target market. For example, in high-context culture such as China and India people give preference to families, hence, Coca-Cola advertisements are focused on enjoying Coke with families. In high-context culture it is common to see joint families and frequent get-togethers. Therefore, Coca-Cola developed an image of product that is good for small gatherings and for large parties. Coca-Cola says enjoy family moments and quality time with Coke (Nayeem).
In low context culture such as America, Coca-Cola advertisements emphasizes on enjoying drinks on festivals and holidays, and any time. Coca-Cola very strongly associated itself with holiday (Nayeem). Coca-Cola is spending huge money on frequent mass advertisements to make Coke as a holiday product. For more than a decade, Coca-Cola is using familiar or common stories, current events, and pop culture to make Coke a holiday product. For example Coca-Cola used warm Santa clause in its advertisement mentioning “My Hat’s Off to the Pause that Refreshes” (Rolek). Santa Clause promotions created a strong foundation for Coca-Cola as a holiday product.
Coca-Cola was initially launched as a soda fountain drink, but in year 1928, company started bottles packing so that consumers can carry the drink to their homes. In year 1937, Coca-Cola launched holiday advertisement in which Santa I standing in front of refrigerator with a bottle of Coke in his hand and saying “give and take say I” (Rolek). Over the past seven-eight decades, different advertisements on Santa holding a bottle of Coke and giving different messages reinforce the holiday image of the Coca-Cola. Through all different advertisement one thing was common that is one can enjoy Coke anytime and anywhere (Rolek).
Realizing this, Coca Cola focused on families in its advertisements. Coca Cola focused on advertisements with emotional appeals. Coca Cola advertisements always focused on families, as well as, communities and kept them in the center of advertisements. Coca Cola also tried to take benefit of various celebrations and connected itself with auspicious occasions and festivals of different communities. On the basis of various flavors, Coca Cola made its image of holiday drink in the United States of America (Pelsmacker et al.).Coca cola did not only associate itself with various celebrations and festivals but it also sponsored a number of activities. Considering the importance and huge supporter base of various sports, Coca Cola associated itself with various sports and famous personalities of sports sector. Coca Cola sponsored various big and small sports tournaments in different parts of the world. Coca Cola actively associated with Olympics, Wimbledon, cricket and soccer world cups. Such activities helped Coca Cola in making reach in even the remotest part of the world. Coca Cola entered into all small and big markets.
Coca Cola entered into new world of image making after the advent of internet, social media and various social networking sites. Coca Cola introduced various apps on its pages on the Facebook. Coca Cola succeeded in getting millions of followers and their likes on Facebook. Coca Cola understood the significance of the social media and started updating its page on a regular basis. Coca Cola updates its Fans page with memorable stories, pictures and products. Regular and direct interaction with customers helped Coca Cola in image making and increasing its reach (Stengel).
Exhibitions helped Coca Cola in increasing its reach and also in image making of the beverage. People have a tendency to taste what they are going to taste. Coca Cola, through various exhibitions at different places, attracts people and caters them soft drinks. Coca Cola has a strategy to make people fan of their taste and beverages and this ways company promotes and advertises its drinks. Coca Cola believes in direct interaction and this aspect is one of the strongest part of image making of Coca Cola.
Having observed an overview and succinct analysis of image making techniques of Coca Cola, this paper concludes that Coca Cola has adopted various effective techniques of image making since its inception. Coca Cola showed its presence on each and every occasion that was important for families and communities. Coca Cola used such techniques in different parts of the world. Coca Cola associated itself with famous personalities of sports and Cinema world. Coca Cola changed its image making techniques and designs in order to attract people and keep their interests intact towards their beverages. New drinks and new flavors were presented before people in order to keep its customer base integral with the company and also with intention to increase its customer base. Coca Cola succeeded in making people realized that they are in the Centre of all activities and Coca Cola makes drinks for them.
Works Cited
“Coca-Cola History.” 2014. worldofcoca-cola. Electronic. 10 November 2014.
Juni, Antoni Prats. “Coca-Cola Strategy: The brand image.” International Journal of Competitive Intelligence, Strategic, Scientific and Technology Watch Sciwatch Journal, 4(1) (2011): 1-3. Electronic.
Nayeem, Tahmid. “Cultural Influences on Consumer Behaviour.” International Journal of Business and Management, 7(21) (2012): 78-91. Electronic.
Pelsmacker, P., Geuens, M., and Bergh,J.V. Marketing Communications, A European Perspective. Harlow: Financial Times Prentice Hall, 2007.
Rolek, Erin. “How Coca-Cola became a holiday brand .” 2013. brandisty. Electronic. 10 November 2014.
Stengel, Jim. “10 Things Every Brand Can Learn From Coke .” 16 December 2013. coca-colacompany. Electronic. 10 November 2014.
Yakup, D., Mucahit, C., and Reyhan, O. “The Impact of Cultural Factors on the Consumer Buying Behaviors Examined through An Impirical Study.” International Journal of Business and Social Science, 2(5) (2011): 109-114. Electronic.
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