Unit Discussion Essay Question-Global Markets

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Coca Cola Global Marketing
Coca-Cola Company has been a market leader in beverages industry for more than a century since its foundation in 1886. Its success can be largely be attributed to its marketing and advertising strategies. Evidently, Coca-Cola launched a “Share a Coke” campaign that saw a massive increase in both sales and popularity (Ford et al. 1:26). Indubitably, coca cola success in the global market can is highly influenced by the simplicity, personalization, and socialization aspect of their ads that attract many customers and open new channels for the demand of its products.
The key elements in coca cola advertising and marketing strategy are innovativeness, simplicity, socialization, and personalization. The reason for this is that these are present in all its campaigns including the popular Share a Coke campaign integrated all these elements in some ways. First, it innovatively re-invented its brand to bear popular names in different parts of the world. Second, the use of popular names was aimed at reaching a personal level of interaction with its customers in a way that they feel appreciated by the company (Ford et al. 1:03) Third, and the most effective of all, coca cola insisted on the social values such as kindness, generosity, friendliness, and thanksgiving. Ideally, this aspect has been dominant in all its ads. Evidently, the current The Wonder of Us: 60 has used this element together with others to give the customers a unique feeling about themselves, appreciated and belonging to a powerful community (“Coca-Cola | The Wonder Of Us: 60” 1).

The key factors that a company anticipating to make an entry into a global market should consider include cultural diversity, economic factors, political factors, social and conservation programs (Edwards 1:09), and the demand-supply dynamics. In no doubt, coca collar has adhered to these factors to ensure that it does not fail in its business. For example, it uses data to determine where to market so that it can create demand for its products in emerging markets and those with slow growth. Finally, social and conservation strategies can help improve brand image, cut costs and reduce wastage (Edwards 0:41). However, there are times when it has failed in its advertising. For example, one of the company’s ads stereotyped against the native Mexican people in 2015 (Lakhani 1). It, however, corrected the mistake and sent honest apologies to the Mexican indigenous communities.
In conclusion, Coca-Cola Company success in global marketing is due to the innovativeness, simplicity, personalization, and socialization aspects of its ads and campaigns. In addition, it considers other political, economic, and cultural factors dominating in target markets to increase its effectiveness in winning customers and outperform its competitors in the market
Works Cited
“Coca-Cola | the Wonder of Us: 60”. Youtube, 2018, https://www.youtube.com/watch?v=OPi9nTE70aA. Accessed 25 Apr 2018.
Edwards, Mark. “Insights into Marketing a Sustainable Business – Case Study Video.” YouTube, Snowdonia Active, 25 June 2013, www.youtube.com/watch?v=jqm7KMSn4y4.
Ford, Chris, et al. “SHARE A COKE.” YouTube, OGILVY & MATHER Sydney, Australia, 27 June 2012, www.youtube.com/watch?v=2l_WzEdUd0o.
Lakhani, Nina. “Coca-Cola Apologizes For Indigenous People Ad Intended As ‘Message of Unity'”. The Guardian, 2015, https://www.theguardian.com/world/2015/dec/05/coca-cola-mexico-ad-indigenous-people. Accessed 25 Apr 2018.