Analyse the possible motivations of The Coca Cola Company for its position and its measures on obesity. Coca Cola has various motivations in doing this campaign. First, it is a way for them to prevent them from a negative publicity. Indeed, NGOs are accusing sugar-sweetened beverage of being responsible of the rising obesity. Through this campaign, Coca Cola is saying two things: they are fighting against obesity meaning they are socially implicated which is valued by consumers and so create a good image for them; then, Coca Cola is not responsible of obesity because they sell no calorie beverages and so in fact the consumers are the ones responsible of choosing such beverages.
1) Do you think Coca-Cola has used corporate social responsibility principles in addressing the obesity crisis? Explain in detail I believe Coca-Cola has used corporate social responsibility or CSR principles in addressing the obesity crisis. When watching their commercial called ‘Coming together(p.37).’, I realized that Coca-Cola really is trying to make a difference in society. As stated in MKTG, CSR principles are used by managers for ‘the long-range best interests of the company and the company’s relationship to the society within which it operates’. Coca-Cola is probably doing better now and will probably do even better financially in the future because of all their new products.
The purpose of promotion is to guide the viewer into purchasing a specific product or service within the market. The aim of promotion is so that consumers around the world are aware that there is a product being sold. The idea of a Coca Cola is to sell the most products they can in order to generate a vast amount of profit. Another purpose why coca cola uses promotion is to inflate their sales and to build awareness to the public which is therefore effective to reach a wide audience. In order to promote their product and create a relationship with their consumers coca cola launched a campaign by applying consumers names to their coca cola bottles , this was very effective the reason this being is because , it allowed the consumers to feel welcomed and also created a huge relationship between both the brand and the consumer.
One noted Top Trend Challenge is that of “increasing concern for the environment”. The text relates that Coca-Cola met resistance from markets that were hesitant about the health benefits of the product due to its high sugar content. Other markets were concerned about the actual production, concerned about the labor at the plants, referring to it as “child labour sweat shops”. I include these as environmental issues, along with the concerns for the environmental
Social Trends With consumers tending towards healthier foods and drink, it is worth examining how this has affected companies in the soft drink industry, like Coca-Cola Company. For Coca-Cola, a portion of the soft drink market could be turning back in their favor as reports* emerge that sugary foods are worse for kids than sugary soft drinks. In the past, Coca-Cola has countered the concern over sugar content by producing diet or sugar-free options. However, I expect some people to be turning back to the regular version of their drinks, because other studies** have shown that the supposedly healthier variety of soft drink can actually lead to serious health risks, including Type 2 diabetes, heart attacks, and high blood pressure. Still, the company sells products in 200 different countries, so news of health risks linked to soft drinks might not reach some areas.
Patriotism, pride, and a taste of joy bring a feeling of an American classic. Ballesteros 2 Ballesteros 2 Coca Cola also utilizes logos to push their products for everyone to buy. It helps their company rise economically in saying that not only Americans can be happy with a coca cola bottle in their hand but also the different races living here in America can feel they are a part of America too. Coca Cola is a symbol of happiness worldwide that bring joy and fun to one another and a sense of being an American. In my opinion, this ad is to show how in any special occasion a Coca Cola bottle can bring happiness, being with the ones you love, and quenches your thirst.
This stage gets its name because the product is rapidly growing in the market bringing a profit to the company. In turn, coca-cola will take this money and use it towards more marketing techniques to keep the consumers buying the product. With Coca-cola already being a trusted company, we think the new Jack Daniels pre- mixed drink will have a steady climbing pace as more consumers trying the product. We are
Every time they market a product they advertise. It was also sales promotion because the campaign very flexible and for the mass. The customers felt comfortable in their social media and online on the dewocracy websites chatting. It was also direct marketing because it was used over the computer and people were creating mountain dew twitter accounts to vote for their favorite drink. Also making videos of testing things which goes to the customization part the customer was able to choose the drink that they thought was the best.
They strive to be constantly curious and focus on executing their mission within the marketing place where ever they are in the world. As a company, “Coca Cola wants to inspire moments of optimism and happiness, to create value and make a difference, and refresh the world” ("Mission, Vision, And Values", 2013).From the beginning the goal of this organization was to endure, which includes serving the people, nurturing relationships, provide a quality product, make a difference in communities, maximizing long-term profits for shareholders, while maintaining a powerful, fast moving, and productive business. By keeping in mind these things this organization is able to market to the people by focusing on their desire to be a winning culture. A culture where leadership is shaping a positive future with integrity, passion, and diversity remains important. Coca-Cola still stands as one of the most powerful beverage retailers because they are contently developing their competitive marketing strategies to
Chandler was the company’s first CEO and lead Coca-Cola into the next century primed to conquer the beverage industry. Presently, Coca-Cola continues its hold on the beverage industry and is sold throughout the world. Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches. From the early beginning Coca-Cola has grown to the world’s most known brand, with more than 1.6 billion beverage servings sold each day.