History

• Est. in 1886• Atlanta, GA• John S. Pemberton

History

• Began selling 9 bottles a day

• Now selling 1.7 servings a day

Approach to Advertising

• “invest with a positive lense”• “a little happiness goes a long way”• “use your brand for a positive change”

Approach to PR

• “Produce content that can be used on a proactive as well as reactive basis”

• Coke strives to bring people together

Competitors

Pepsi: Advertising

• Takes specific measures to be able to advertise to children under the age of 12

• Advertises nutritious content

• Has adopted a global company policy

Pepsi: Public Relations

• “A PR Strategy to reinforce the environmental support system”

• Positive values of corporate brand are pushed for progressive publicity

Affiliates

• Target Audience– Ages 18-45– Male & Female

Location

• Coke has big ties with Mexico

• Coke as a company focuses more on global reach rather than national reach

Psychographics

• Coke spans to a huge audience

• Emphasis on diversity

Psychographics Cont.

• Coke consumers are those who have positive attitudes

• Emphasis on being active • Usually a value of tradition

or national pride• Accepting of other people

and their backgrounds

Lifestyle

• Coke targets an audience that likes humor

• Emphasis on bringing people together

Lifestyle Cont.

• Coke is strongly involved with soccer on all levels

• Coke targets a younger audience meaning those who tend to hang out in large groups of people and do various activities

Target Relationship with Coke

• Coke does a lot of campaigns on college campus’s to bring people together.

• Coke communicates through YouTube and Facebook

• Trying to connect playing sports with staying healthy while selling Coke as a brand

Social Media

• Always current

• Family Friendly

• Timely in replying

Social AimCoke’s aim is to stop global problems such as discrimination or prejudice and bring light to togetherness through the sharing of their brand. Their hope is that through their posts they can give the world a brand to bond over.

CALL TO ACTIONCokes call to action most often reflects a message of discarding differences and coming together to share happiness.

AnalysisThe big things that Coke does well are appeal to markets on a Global scale, while being caring and constantly promoting their family friendly image of togetherness. In addition coke is very personal and reaches each individual as a unique person they care about by reaching to those frontline places and giving back.

Improvements1. Refocus efforts within the U.S.2. Improve marketing on health conscious efforts