Marketing Promotions of Coca-Cola

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BUSI 500 Marketing Promotions of Coca-Cola Liberty University June 23, 2013 Introduction Coca-Cola is popular iconic well-known brand. It is one of the longest surviving brands because of this it is one of the most successful companies. The main reason for this, is their strong advertising and marketing strategies. Coca-Cola relies on marketing and promoting their brand. Coca-Cola advertising has affected Americans’ culture and made a mark on the world. This paper will research Coca-Cola’s history, past advertising, strategic positioning, SWOT analysis and opportunity to grow with a new idea. Background on Coca-Cola According to (Company Profile Coca-Cola Enterprises, Inc, 2011), “Coca-Cola Enterprises, Inc. (CCE or 'the company') produces, markets and distributes non-alcoholic beverages.” This company distributes to 170 million consumers in Belgium, France, Great Britain, Luxembourg, Monaco, Netherlands, Norway and Sweden. It’s headquarters is in Atlanta, Georgia and as of December 31, 2011, they employed about 13,250 people (Coca-Cola: Positioned Well for the Long Term. 2011). The Coca-Cola Company was formed in 1986 when they bought John T. Lupton franchises and BCI Holding Cooperation’s. The New York Stock Exchange listed Coca-Cola the same year. John Pemberton sold the first Coca-Cola at Jacob’s Pharmacy, Atlanta Georgia. In Atlanta Journal, Coca-Cola made their first advertisement. In the Atlanta Journal Coca-Cola advertise “Coca-Cola, Delicious! Refreshing1 Exhilarating! Invigorating!” (Company Profile Coca-Cola Enterprises, Inc, 2011). Advertising In the beginning of Coca-Cola’s advertising, there was little creativity found by using just text in newspapers and magazines. However, that soon changed by the early 1900s. During the early 1900’s, advertising for Coca-Cola relied on young women to speak about the Coca-Cola products. Then in the

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