Marketing Programs

Coca cola is doing different marketing programs such as Compeigns, Content, Websites, Emails
etc. Cokes new global campaign will come to life digitally through an immersive online
experience GIFtheFeeling.com where fans can customize and share animated GIFs inspired
by feelings associated with drinking a Coca-Cola.
At the heart of the GIF the Feeling microsite is a two-minute interactive music video with
various scenes displayed as three-second GIFs set to the Taste the Feeling music anthem
produced by Avicii and featuring singer Conrad Sewell. Each GIF is a mashup of original
footage and scenes from the new Taste the Feeling TV spots, and all fit together seamlessly.
As fans watch the video, they will see 32 icons corresponding to emotions from refreshed
and energized, to cool and excited. At any point, the viewer can click into the clip, pull out a GIF
and personalize it by text typing to express how they feel. They can then share their customized
GIF on social media with the #TasteTheFeeling hashtag.
Forward Buying
Forward buying is the buying excess product at the time of discount and selling it later at a full
price. Specially in Ramzan, and such festivals coke offers discounts like Pepsi Cola, people buy
it and sell it further after the sale, it is in term of loss for the coca cola company.

Mass Customization
The Share a Coke campaign certainly does bring a new impulse to mass customization. Its unusual to
replace the own brand on products by handpicked names of customers. By selecting only 150 firstnames CocaCola is seeming to take the risk of distributing a product that many people wont purchase because they dont
find the bottle that is specifically theirs. But it is a fact that the earlier editions of this program in Australia and
New Zealand were big successes so maybe at the end there has been no risk at all.
The good news for all of us involved in mass customization: With all the buzz around Share a Coke other big
brands will follow Coca-Colas example with their own variants!

Relationship Marketing

Well its quite simple. Coca-Cola consistently invests colossal amounts of money in relationship
marketing, and it has been doing so decades before the term relationship marketing even
existed. Coca-Colas marketing campaigns revolve around attaching the brand to things that are
dear to consumers, touching their hearts and finding a place for the brand at the core of who they
are. Indeed, Coca-Colas relationship with its consumers is one that relies on the principle of
self-expansion. As a result, Coca-Cola isnt just a soda brand for many. It is a friend, and a part
of who they are. Although the list of campaigns produced by Coca-Cola to achieve such strong
relationships with its customers is endless, Id like to give a few representative examples of how
the connections are made.

Coca-Cola Hello Happiness Phone Booths

Dubai employs thousands of South Asian blue-collar workers who came to the UAE in order to
sustain their families back in their home countries. Making an average of $6 a day, these workers
cannot afford to make international calls to their families. This is where Coca-Cola comes in as
an enabler to these people with the Hello Happiness Phone Booths. In exchange for a Coca-Cola
bottle cap, these booths allow the workers to make 3-minute international calls to their home
countries. Here again, the video gives a good image to the brand for viewers. But for the
communities of workers, Coca-Cola is nothing short of a hero. Indeed, every bottle consumed
within the workers communities will come with joy and hope. Once again, Coca-Cola is a
facilitator of important human relationships and finds its place in cherished long-lasting
memories.

Loyalty Programs
New my coke rewards program offers personalized perks and experiences
VIP access to the season's hottest events and tropical vacations in the middle of winter can be expensive
unless theyre free. These getaways are just a few ways members could be rewarded for their participation
in the all-new My Coke Rewards loyalty program, which launched in late January.
The revamped program still allows members to redeem rewards for traditional perks, but it will be
enhanced with content-based programming driven by community and social interaction. Fans can now
engage with snackable, interactive content and activities organized around their personal passions, such as
cooking, gaming and fitness, to earn valuable perks.
The enhanced focus on content comes with an upgraded user experience. Members will now enjoy the
convenience and ease of a modern interface that is compatible across all mobile devices.

Pricing

Due to a large middle class customers coca cola to keeps their prices low. However , this low
pricing strategy is not a problem for coca cola as they a huge production of other similar drinks
and they can distribute the cost amongst the other brands gaining them economies of scale.

Product
Even though the main product of coca cola company is coke, to compete with other brands in the
soft drink industry, coca cola has created other brands like diet coke, sprite fanta etc.The coca
cola company produces fruite juices and energy drinks as well. The high focus on the soft drinks
industry has allow the company to distinguish itself as quality provider.

Integreted Marketing Communication

Coca cola uses IMC in order to communicate with its targets. Its the pioneer company in 360
degree communication as they rapidly understood theyn had to get in touch with customers to
creat links and to look for them wherever they are. The communication plan is adapted regarding
the market, the society, the potential, the product positioning etc. Coca cola is willing to be close
to its consumers, to be part of the daily life, to become a kind of rituals attached to specific
moments; for that they use social marketing to create emotions and affiliation with consumers,
e.g. they raise funds for social causes like earthquake or hurricane. Also it always focuses on fun
& entertainment as it is the main message they want to deliver. They adopt their message to
target market based on some values: sharing happiness, fun, tradition of coke.
Publicity
Community Involvement In 2000, when Eastern Pakistan suffered its worst droughts, The CocaCola System initiated a famine-relief program to help victims and was the first private-sector
company to assist. It initiated a voluntary Haj program that allows one employee from each
plant, selected through a draw, to be sent on the Holy Pilgrimage to Mecca at the Company's
expense. Sponsorships The Coca-Cola Company sponsors the Basant Festival in Lahore, a
festival that marks the beginning of spring and attracts visitors from all over the world. Part of
the festival is the Coca-Cola Kite Flying Championship. The Company sponsors Pakistan's
leading pop group and organizes concerts throughout the country for teenagers and
underprivileged children. It sponsors Pakistan's No. 1 solo artist, who will participate in concerts
and charity events organized by The Coca-Cola Company in Pakistan. The Company has signed
a sponsorship agreement with eight of Pakistan's national cricket players for promotional and
advertising use. The Coca-Cola System in Pakistan is the exclusive supplier for Pakistan
Railways, serving soft drinks in stations, platforms and on trains. The Company will be
undertaking a beautification program of stations and platforms. Marketing Involvement CocaCola Corporation is a multinational organization. And it is indulged in the international
marketing .The brands and basic strategies are made in the home country but the local strategies
are defined in the host countries. Also the 4Ps are made according to the demographics and taste

of the people of the host country. In Pakistan the Coca-Cola Company maps the strategies and
the brands by looking into the environment in which it is working. The brands are produced
locally. And the product, price promotion and placement are planned with respect to the
controllable variables and uncontrollable variables. Uncontrollable Elements 14 Institute of
Information & Technology, University Of The Punjab, Lahore.
15. Whenever any business start operating in two or more than two countries, it come across
some of the problems which are beyond the control of business , like legal restraints, government
controls, weather, consumer behavior, economic conditions of the host country, social and
cultural factors, geography & infrastructure, channel of distribution available, level of
technology and competitive forces. These problems are different in all the countries in which
business starts its operations. So business has to design a separate framework for each country to
overcome these problems. Coke is one of the oldest companies which are in international
business; they have a vast experience of controlling these elements. They heavily rely on
research to overcome these problems. Legal And Political Problems They perform thorough
study of legal and political problems to decide to enter into any country. They track the previous
record of the ruling party and policies. They also keep in mind the attitude of other opposition
parties about foreign companies. If any problem arises regarding political or legal issues, they
dont sacrifice their policies and secrecies, as we have a case of COKE AND INDIAN
GOVERNMENT. When Indian Government asked to have formula for the concentrate and they
deny and left the huge Indian market. Social And Cultural Factors Social and Cultural factors
have a very vital impact on the business in the host country. Although this is the most difficult
task to understand the culture of the host country but business has to do reasonable care to
understand this problem. Coke performs research to understand these issues and design their
strategies accordingly. They design their products, prices, place, promotion and customer service
according to the culture of the country. As we see that coke has 400 brands allover the world but
in Pakistan we have only 4 brands and in India which is a market of 1.1 billion people coke has
15 15 Institute of Information & Technology, University Of The Punjab, Lahore.

Buzz Marketing
Buzz marketing is used by coca cola in which Happiness Machine gives free botles, pizza and
gifts to the customers free of cost. This machine makes customer happy by providing them this
offer and increasing their happiness.

Brand Placement
The beloved beverage has held a recurring role in movies through the years, from silent films
and foreign flicks, to cult classics, critical favorites and big-budget blockbusters. Cokes
cinematic cameos date back to the early 1900s, continuing through Hollywoods golden era and
beyond.

From being on the billboard in Times Square in King Kong, to Warren Beatty enjoying the
refreshing beverage in Bonnie and Clyde, the influence cannot be denied, director Ridley Scott
wrote in the forward to a new photography bookchronicling Cokes indelible mark on the movie
world.
Scott featured a Coca-Cola neon sign in his 1982 sci-fi thriller, Blade Runner. The message
being, he explained, that even in a futuristic dystopian world, Coca-Colais everlasting.
Since Coke has always been a symbol of Americana and a constant fixture in pop culture, the
brand has naturally found its way into scripts and onto sets -- not as a scene stealer, per se, but as
a subtle part of the narrative.
Sometimes its a Coca-Cola sign, vending machine or cooler in the background, and sometimes
characters are talking about or drinking Coca-Cola, said film historian Audrey Kupferberg, who
has compiled an extensive list of movies -- and specific scenes -- featuring the brand.
The earliest film to include Coca-Cola, according to Kupferberg and her husband and creative
partner Rob Edelman, is a 1916 silent comedy titled The Mystery of the Leaping Fish. In the cult
hit, Douglas Fairbanks is seen driving on a California freeway when he passes by a CocaCola billboard.
Its a great example of why Coca-Cola is in so many movies, added Kupferberg before rattling
off a list of similar scenes. Its part of our landscape.