Coca-Cola Marketing Case Analysis

Faced with the complicated marketing market, many marketers have forgotten one of the most fundamental concepts. The task of marketing is to sell things, not to attract countless pairs of eyeballs to sell things. . Then let me take a look at the Coca-Cola marketing case analysis with readers.

Marketing Routine 1: No matter how good the brand and quality are, it will never be as attractive as good marketing

Only marketing that touches people emotionally can be truly heartwarming. marketing. A story that cannot see people's hearts is not a good concept, good product, or good brand, let alone expect to have a good market.

Coca-Cola has a century-old brand history, but since its inception, the company has been promoting based on emotional appeals, coupled with localized performance, its global journey is smooth. So much so that when the word Coca-Cola is mentioned today, it is no longer a simple drink, but has become a major representative of American culture.

When it first entered the Chinese market, Coca-Cola always pursued a typical American style. It was not even until the end of the 20th century that the company headquarters realized that if Coca-Cola wanted to dominate the Chinese beverage market, it must integrate Chinese culture. So in 1997, Coca-Cola chose to shoot in China for the first time a purely Chinese advertisement designed by a Chinese advertising company with Chinese celebrities as spokespersons. This advertisement took the opportunity of the traditional festival of the Chinese nation, the Spring Festival, to be used in the next five years. Coca-Cola shoots Spring Festival advertisements every year, and uses elements rich in local flavor such as traditional Chinese culture and art, couplets, puppets, and paper-cutting. There is only one thing it wants to express: during the Chinese New Year, only drinking Coca-Cola will taste good.

A marketing strategy that adapts to local conditions does not mean bowing to local culture. No matter how great a product is, it cannot be separated from the poor parents of consumers. Marketing that cannot be appreciated from the perspective of consumers will always be viewed only as marketing by sellers. It has nothing to do with consumers at all, and will be reduced to Money insulator. The various traditional elements used in Coca-Cola commercials not only resonate with consumers' emotions, but also clearly explain the unique characteristics of its brand. And this characteristic remains consistent across the globe. ?Bring you a feeling of comfort?, Coca-Cola has been emphasizing this from the beginning, no matter what region or country it is in. The only one is the unchanging sign.

Maintaining the uniqueness of the brand is the key to ensuring successful marketing of products.

Routine 2: Coca-Cola’s new social O2O model

Coca-Cola’s interactive marketing director Chen Huiling said that whether it is Online to Offline or Offline to Online, there is a lack of two-way interaction. Based on the above understanding, Coca-Cola tried a new emotional O2O model on social media platforms around Christmas 2012 to implement the practice of falling in love between the brand and fans. This model is based on the principle of emotional marketing, using the characteristics of social media to pursue the establishment of emotional relationships with fans and consumers, and achieve the maximum impact of social media through two-way multiple interactions online and offline, and realize the interoperability of Online to Offline and Offline to Online.

To achieve two-way O2O, it is necessary to combine consumers’ immediate emotional needs with means that can trigger offline and online interactions. Based on this, on the eve of Christmas, Coca-Cola chose this method of emotional transmission that is almost ignored in the electronic age? Postcards, and sent them to the users themselves, family members and friends through @recipient online and offline. Created and practiced a new model of social media O2O.

Routine 3: Coca-Cola Santa Claus

There is a secret you may not know. The image of Santa Claus was brought to the world by Coca-Cola. This may be the greatest brand in the world. Influence, although the old man does not have any Coca-Cola brand trademark.

Based on Coca-Cola’s unique advantages during the Christmas period, Chen Huiling decided to boldly launch a new account @Coca-Cola Santa to strengthen this round of marketing and promotion activities.

Coca-Cola uses the Seeding method to spread the information about the long historical origin of Santa Claus and the Coca-Cola brand to social media users, allowing the entire official blog group to interact, and the promotion campaign information matrix is ??naturally formed, spreading to the audience the most joyful element at the end of the cold year? The concept of Santa Claus and Coca-Cola is now popular around the world.

When sending virtual blessings online, Coca-Cola also uses automatic image generation. This function supports when a user sends a Weibo message, the avatars of the sender and recipient are automatically captured to form a GIF animated version of the Christmas card, and is sent as a new post.

Coca-Cola’s new O2O model-based marketing campaign Warm Express (i.e. sending postcards) has been actively and widely used by fans since its launch. Whether it is sending virtual postcards online or receiving postcards from friends offline, Fans like to take the initiative to post on Weibo to thank @Coca-Cola Santa Claus and the friends who sent it.

Marketing routine four: No matter how big a brand is, it must lower its head in front of consumers. When you are willing to walk among the masses, the masses will be willing to open their arms and accept you

Coca-Cola Company has always focused on establishing emotional communication with consumers. Times are changing, and marketing methods are also evolving. When traditional media became less attractive to young people, Coca-Cola established its own Chinese website as early as 2000. It is not only the official website of a company, but also a Coca-Cola base that integrates games, activities and entertainment. Coca-Cola has also cooperated with Blizzard's Warcraft brand to launch the "Coca-Cola Let's Enjoy It, Ice, Fire and Storm" campaign. They work together to promote their brand concepts in the hottest games. This is a model of keeping up with the trend of the times.

Coca-Cola not only limits its focus to entertainment. In addition to commercial advertising, Coca-Cola is also actively involved in public welfare undertakings. Building Hope Primary Schools, subsidizing poor families, and setting up Coca-Cola scholarships? Coca-Cola embodies more of the social responsibility of a conscientious enterprise. In an age where information is overflowing, these seemingly stupidest behaviors can actually touch people’s hearts the most.

Conclusion

Regardless of new media or public welfare, or advertising that integrates the cultural connotations of the nation, or more bizarre marketing routines, Coca-Cola has never left its own The connotation of the brand is also the reason for its enduring popularity.