Coca-cola:- Promotion Mix

by Pooja Jha

The Coca-Cola Company is a non-alcoholic beverage concentrates and syrups manufacturer, retailer, and marketer based in the United States. Apart from its famous Coca-Cola beverage, the Coca-Cola Company has over 350 brands in over 200 countries.

Coca-Cola Advertising and Promotional Media
There are two types of media: published media and visual/aural media. Newspapers, periodicals, trade and professional press, and the internet are examples of published media. Television, radio, film, posters, billboards, and direct mail are examples of visual and aural media.
The Coca-Cola brand in general, and the Coca-Cola drink in particular, are advertised through a variety of media.

Published Media:

Coca-Cola advertises via newspapers, which is one of the most common kinds of media advertising. The Coca-Cola Company is one of the companies that has starred in media advertising in its early phases, and the company has been doing so for more than a century.
Coca-Cola is regularly advertised in magazines around the world. The publications are picked for their readability by the company's intended client category. To maximise the favourable impact of marketing endeavours, these advertising frequently take up a complete page of the magazine.

The internet is another medium where Coca-Cola commercials can be seen in numerous formats. The brand's online advertising is carried out primarily through the use of banners, pop-up adverts, on-site sponsorships, and other forms of online advertising on thousands of websites throughout the world. Users can also post their Coca-Cola-related stories on numerous forums and websites dedicated to Coca-Cola aficionados.

Visual and Aural Media:

Coca-Cola has been promoted on television in a number of nations. Coca-Cola advertises in a variety of ways depending on the country. These commercials are written with the local culture in mind to avoid any misconceptions caused by cultural variations between countries.
Coca-Cola is also advertised in cinemas, in two different methods. To begin, Coca-Cola video adverts are shown in theatres before to the commencement of the film. Second, Coca-Cola is promoted in movies through product placement, in which the drink is included at some point during the film and the effectiveness of the product placement is maximised by showing the drink being consumed by the main character.

Although a Coca-Cola radio commercial normally only lasts a few seconds, it is seen to be effective in terms of generating brand awareness and customer loyalty.
Posters and billboards are also commonly employed as part of Coca-media Cola's campaign. Billboards are commonly found in city centres and highways around the world, as well as in some rural locations. Posters, on the other hand, are commonly seen on public transportation, in stores, and in restaurants.

Objectives of Coca-Cola Campaigns

Coca-Cola advertising campaigns are started with a specific goal in mind. Profit maximisation is the company's primary goal, and various advertising strategies help to attain that goal in a variety of ways.

  • Increasing the company's and its products' visibility.

  • Consumers and buyers are informed and educated.

  • Encourage customers to prefer the company's products over those of competitors.

  • Encourage potential new customers to try the product.

  • Short-term sales are increased through encouraging activity.

  • Reassuring customers and reinforcing their preferred purchasing habits.

  • Obtaining information from clients.

  • Making a sales lead


Analysis of Message conveyed through Coca-Cola Advertising

Coca-Cola marketing campaign materials were created with the messaging in mind, and the visuals, words, and sounds used in them were perfected by marketing professionals to achieve the same goal.

Messages sent to promote Coca-Cola can be classified into three categories:

1. Coca-Cola helps to best satisfy the thirst

Coca-Cola strives to convey that it satisfies thirst in the most effective way possible. However, a number of scientists and marketing authors have questioned Coca-ability Cola's to effectively quench thirst, claiming that the company's marketing specialists generated the "desire" for Coca-Cola. In other words, the "thirst" manufactured for Coca-Cola is fundamentally different from the natural thirst for water, and the "thirst" developed for Coca-Cola is more of a want than a thirst in the virtual sense of the word.

2. Drinking Coca-Cola is stylish

Companies pitch the most effective marketing messaging as a solution to a problem that potential buyers face. This can be considered as both a problem and a requirement that must be met. Some people try to satisfy their need to be great by trying to be stylish and trendy and associating themselves with well-known, successful people. Coca-Cola takes advantage of this feature by paying well-known people who are seen as successful to publicly endorse its goods. As a result, people buy these items to satisfy their desire to be fashionable and fashionable.

3. Drinking Coca-Cola is part of a lifestyle.

Coca-Cola seeks to persuade clients that it is a necessary part of daily life. This is accomplished by exposing new and current clients to extensive marketing efforts delivered via numerous platforms.

Strong market base might state it has a lot of advantages when it comes to using promotion mix, and they also have a STRONG MARKETING STRATEGY: Coca-cola puts the consumer first in all they do. It also focuses on all age groups of people, including children, teenagers, and adults, and offers marketing tactics that affect all of the intended customers.

NEW PRODUCT INNOVATIONS: From time to time, Coca-Cola introduces new product innovations that draw customers back to the company. People are becoming more health concerned these days, so Coca-Cola has developed non-carbonated drinks and fruit juice products, such as Diet Coke and juices.

BOTTELING SYSTEM: Among its competitors, the company's bottling system is one of its most significant assets, allowing for unlimited development around the world. Coca-Cola has licenced the production and distribution of its goods to bottlers all over the world.

A good penetration strategy can result in a lot of sales and a lot of market share.
It's possible that the plan will also promote complementary products. Customers may be sold accessories after the primary product is sold at a reduced price to attract sales. This method will be effective in encouraging re-use of Coca-Cola packaging through the use of a beverage holder or vessel that can be purchased separately and refilled.
The possible disadvantage of using this technique is that competitors may follow suit by lowering their pricing, eroding any advantage gained from the lower price.


A company's long-term growth depends on having an effective integrated marketing communications plan and the ability to implement it efficiently. Coca-integrated Cola's marketing communication strategy heavily relies on the media. Newspapers, periodicals, the internet, television, cinema, radio, posters, and billboards are among the company's media choices.

Coca-Cola marketing campaigns try to express three types of themes, according to an analysis of images and language used in these commercials: Coca-Cola helps to best quench thirst, drinking Coca-Cola is trendy, and drinking Coca-Cola is part of a lifestyle.

All of the benefits that Coca-Cola provides to its customers, however, are merely perceived benefits. The claim that Coca-Cola satisfies thirst better than any other beverage should be viewed with caution. It is also evident that Coca-Cola does not, in fact, make somebody fashionable, trendy, or cool.

Despite the fact that Coca-Cola primarily provides perceived benefits to its customers, the company has grown to become one of the world's most successful multinational corporations through the effective selection and implementation of integrated marketing communication components.

9 0
Free Homework Help App
Download From Google Play
Scan Your Homework
to Get Instant Free Answers
Need Online Homework Help?
Ask a Question
Get Answers For Free
Most questions answered within 3 hours.