Marketing Management- Case Study of Coca Cola

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INSTITUTE
OF
ACCOUNTACY
ARUSHA
 (IN
COLLABORATION
WITH
COVENTRY
UNIVERSITY)
 
 
 
 “OPEN
HAPPINESS”
CAMPAIGN
CASE
STUDY
OF
COCA‐COLA
 COURSE:
MBA
IN
IT
&
MANAGEMENT
 MODULE
CODE:
ARUM85EKM
 MODULE
NAME:
MARKETING
MANAGEMENT
 
 SUBMITED
BY:
EMMANUEL
MNZAVA
 SUBMITED
DATE:
9th
November
2012
 INTRODUCTION
 Proper
 implementation
 and
 execution
 of
 a
 strategic
 marketing
 plan
 is
 essential
 to
 the
 success
 of
 any
 company.
 A
 company
 may
 have
 an
 ideal
 product,
 but
 without
 proper
 positioning,
identification
of
a
target
market,
and
a
proper
marketing
plan
a
company
would
 not
be
able
to
successfully
market
its
products
to
consumers.

 
 This
case
discus
“Open
Happiness”
campaigns
launched
in
2009
to
revive
Sales
of
Coca‐Cola,
 which
was
a
continuation
of
“Coke
side
of
life”
campaign
started
in
2006.
The
objective
was
 to
 increase
 sales
 in
 time
 of
 global
 recession,
 therefore
 Coca‐Cola
 had
 to
 come
 up
 with
 an
 appeal
 multi
 cultural
 platform
 in
 markets
 across
 the
 world
 so
 that
 they
 can
 penetrate
 any
 cultural
society
across
the
world.
Also,
due
to
rise
of
health
concerns
among
the
consumers,
 coke
saw
its
markets
drops
because
people
were
shifting
to
non‐carbonated
drinks.

 
 This
 case
 discusses
 in
 detail
 the
 relevance
 of
 theories
 of
 buyer
 behavior
 to
 different
 marketing
situations,
contribution
of
marketing
to
business
organizations
and
evaluates
the
 changing
 nature
 of
 marketing,
 particularly
 the
 role
 of
 e‐marketing,
 and
 assessing
 the
 contribution
 of
 these
 changes
 to
 marketing
 practice.
 In
 order
 to
 attain
 a
 better
 understanding
of
the
market
situation
facing
Coca‐Cola,
SWOT
analysis
will
help
to
identify
 areas
 where
 the
 company
 is
 doing
 good
 and
 areas
 of
 improvement.
 Then,
 the
 Case
 will

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