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Student: Nicole Daniels
Professor: De Juana M. Williams
Principles of Marketing
MRKG 1311
Spring 2018
CRN: 56499
The Coca Cola Mix Up
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The Coca Cola Mix Up
The Coca -Cola bottling company has been around for many years, thus they have been involved
in some of the most creative marketing strategies to get their product sold and into the
neighborhoods and hands of coke lovers. A little history about the coca cola company states that
the company begin in 1886 with the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton,
led him to create a flavored syrup he took to his neighborhood pharmacy where it was mixed
with carbonated water and deemed ‘excellent” by those who sampled it. Among the biggest
challenges for early bottlers, were imitations of the beverage by competitors coupled with a lack
of packaging consistency among the 1,000 bottling plants at the time. The bottlers agreed that a
distinctive beverage needed a standard and distinctive bottle, and in 1916 the bottlers approved
the unique contour bottle The new Coca-Cola bottle was so distinctive it could be recognized in
the dark and it effectively set the brand apart from competition. The contoured Coca-Cola bottle
was trademarked in 1977. Over the years, the Coca-Cola bottle has been inspiration for artists
across the globe — a sampling of which can be viewed at World of Coca-Cola in Atlanta.
The first marketing efforts in Coca-Cola history were executed through coupons promoting free
samples of the beverage. Considered an innovative tactic back in 1887, couponing was followed
by newspaper advertising and the distribution of promotional items bearing the Coca-Cola script
to participating pharmacies. As you can see from the history of Coca Cola how you market is
important as well as the product packaging and presentation. While Coke has endured
several different marketing strategies and many products have come under fire as the world
has begun to evolve into a more conscious what you put in your body affects your life
phase. Coca- cola was brought under fire for being unhealthy drinks. In this coca cola had
to rebrand the brand and add some new items to list to continue to keep consumers engage
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in their products but also to let them know that their company is concerned about their well–
being.
The First Marketing Strategy
Since coca cola had a new botte they needed a way to get the product in the hands of consumers.
Knowing the success of the company would be largely determined by the consumer reaction and
if they would purchase the product. Their first set of marketing efforts involved free coupons for
samples of the beverage. Couponing was considered an innovative tactic of marketing back when
it was created and oddly enough couponing is still a great way to innovate new products or to
just rebrand. Once couponing was completed a newspaper advertising and the distribution of
promotional items bearing the Coca-Cola script to participating pharmacies. Leaping ahead to
1970 Fast forward to the 1970s when Coca-Cola’s advertising started to reflect a brand
connected with fun, friends and good times. Many fondly remember the 1971 Hilltop Singers
performing “I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a Smile”
commercial featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”, a refreshing
bottle of Coca-Cola. You can enjoy these and many more advertising campaigns from around the
world during the World of Coca-Cola.
However, that was then this is the year twenty eighteen what has the Coca-Cola company done
to continue to it’s reign as a preferred drink provider and how do they market during a time
where the competition from Dr. Pepper and Pepsi is so fierce within an atmosphere where the
number one drink is considered so bad. What is the marketing mix, how has it changed and what
has allowed them to remain at the top of the ladder?
What’s Different
At The Coca-Cola Company, they have influenced the conclusive move to become a total drink
organization. Giving individuals around the globe a greater amount of the beverages they desire
and how they want them – whether that implies less sugar, more natural sources, or organic.
Since, it was decided that individuals ought not eat or drink excessively sugar, they begin taking
effective steps in reducing sugars to aid consumers in reducing their amount of sugar intake. By
introducing new alternatives to the drinks they love and introducing drinks that consumers will
come to love.
Several of our new brands drive innovation across our total beverage portfolio
Inside the Bottle
Their concentration “inside the jug” is basic – to diminish sugar in the refreshments wherever
they can while bringing an extensive variety of energizing new beverages to individuals around
