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Name: Vikas Banga

Student ID: A00172716

Course: ACM304- 201 Integrated Marketing Communications

Teacher: Fredrick Shule Mokora

Due Date: 26 October 2024

Topic: Case Study

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 CASE STUDY QUESTIONS:

 1. Define Advertising as used in the above case study.
 2. Explain five positioning strategies used by the above company in marking their
brand becoming popular in the world.
 3. Explain the advantages of direct marketing used by the above company in
brand building with examples.
 4. Divine the company logo and how it builds brand recognition in the market for
competitive advantages.
 ANSWERS:
 1. In the Coca-Cola case study, advertising is a group of promotional actions that are
meant to spread the values, goods, and image of the brand to people all over the world.
Coca-Cola's ads are very common and have a big effect on culture. They use clever
campaigns and mass media to connect deeply with their audience. The hit song "I'd Like
to Buy the World a Coke" from 1971 is a good example of this. It became a national
anthem and was played on many radio stations.
This shows how Coca-Cola does more than just advertise its products; it also becomes a
part of popular culture, which strengthens the link between the brand and happiness,
unity, and shared experiences.
The case study also shows that how important Coca-Cola's advertising is for making its
image and bottle shapes famous around the world, which boosts the brand's market
presence even more. Coca-Cola has been a market winner for more than one hundred
years thanks to ads that are consistent and relevant to different cultures.
 2.1 Cultural Relevance: Coca-Cola's ads often use current events and cultural trends as
inspiration. One example is the 1971 ad with the song "I'd Like to Buy the World a
Coke." It made the brand seem like a sign of peace and unity at a time when the world
was having a lot of social problems. Coca-Cola connected with people on an emotional
level by connecting its brand with world peace. It positioned itself not only as a soft drink
but also as a part of a good social cause. This plan helps the brand connect with people
from different countries, turning it into a sign of shared values.
2.2 Iconic packing: Coca-Cola's glass shape bottle, which came out in 1915, is a
standard example of how packing can be used to make a product stand out. The brand is
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strongly linked to the bottle's unique shape, which makes it easy to spot. People can
easily recognize Coca-Cola even if they don't see the name because of this unique design.
This helps build brand memory and customer loyalty. The design of the bottle has
become an important part of the company's identity, and its standing as an icon helps
Coca-Cola maintain its high place in the global beverage market.
2.3 Exclusive Partnerships with Vendors: Coca-Cola has made exclusive deals with
many vendors, such as restaurants, movie theatres, and sports grounds. Because of these
agreements, only Coca-Cola goods can be bought at these places. This gives the brand a
monopoly in certain places.
For instance, a lot of fast-food restaurants like McDonald's only serve Coca-Cola drinks,
which makes the brand strongly linked to famous meal experiences. This makes it harder
for other companies to compete, which helps Coca-Cola rule the soft drink market in
these places, making it the obvious choice for customers.
2.4 Using Emotional Appeal in Ads: Coca-Cola's marketing approach relies a lot on
emotional branding. Coca-Cola ads don't just talk about the product's features; they also
make people feel happy, friendly, and close to each other. Campaigns like "Open
Happiness" and the yearly holiday ads with Santa Claus show that Coca-Cola makes
special occasions even better. Coca-Cola builds a strong emotional connection with its
customers by linking the brand to good feelings and personal experiences. It positions
itself as a brand that is always there for people when they are happy or celebrating.
2.5 A global strategy that is linked with each country:
Coca-Cola's brand message is the same all over the world, but it is changed in each area
to fit the society there. Coca-Cola has run ads in India, Mexico, and Japan.
For example, that use famous people from those countries and culture topics. This
strategy makes sure that the company is seen as important both globally and locally.
As a result of changing its message to different cultural settings while keeping the same
brand image, Coca-Cola presents itself as a worldwide brand that feels personal and
relevant to each market.
 3.1 Personalized Engagement: Through direct marketing, Coca-Cola can connect with
its customers in a more personal way, which makes the experience better for them. Coca-
Cola can reach each customer right away through mobile marketing - for example, by
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sending text messages with deals or discounts. Coca-Cola, for example, often sends
personalized SMS ads to customers to get them to buy right away, which makes the
customer feel appreciated. This level of individual interaction makes people more loyal to
the brand and more likely to buy it again.
3.2 Unique Sales Channels: As part of its direct marketing, Coca-Cola makes sure that
its soft drinks are only sold in certain places. The fact that they have relationships with
restaurants, movie theatres, and sports grounds shows this.
For example, Coca-Cola is the only company that sells soft drinks at many big sports
events. This not only boosts sales but also improves the connection between the brand
and these events. Customers will link Coca-Cola with big entertainment events because
of this exclusivity, which will help it stay on top of the beverage business.
3.3 One on One Relationships with Clients: Coca-Cola gets to know its most important
users and clients by giving them unique encounters.
For instance, the company often gives important clients their own sitting areas at events
it supports, like concerts and baseball games. These VIP events help people get to know
each other better, which makes customers more loyal and encourages business
partnerships. Coca-Cola builds its brand's influence and makes brand advocates by
talking to its most important customers personally. These advocates then tell others about
the brand.
3.4 Viral Marketing: Coca-Cola uses viral marketing to get people to talk about their
products. The "Share a Coke" ad, in which the company changed the logo on its bottles to
a well-known name, is a good example of this. People were more likely to buy bottles
with their names or the names of family and friends on them, and they often posted
pictures of them on social media. The ad went viral, getting free publicity and raising
knowledge of the brand. Through natural, peer-to-peer sharing, this direct marketing
approach used interactions with customers to spread the word about Coca-Cola's brand.
3.5 Programs that reward customers for buying: Coca-Cola uses direct marketing to
offer programs that reward customers for buying. Coca-Cola's "My Coke Rewards"
program.
For example, let people earn points by entering codes found on goods. These points
could then be exchanged for different gifts. These loyalty programs give customers a
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reason to buy again and again by giving them a sense of satisfaction. This keeps
customers coming back and makes them more loyal to the brand over time.
 4. One of the most recognized logos in the world is the Coca-Cola one, which has the
famous Spencerian writing in red and white. The logo was first used in the late 1800s and
hasn't changed much since then. This has helped the business stay consistent and
customers loyal for over a hundred years. The combination of the energetic and exciting
red colour and the classy white script gives off an air of tradition and quality.
This image is an important part of Coca-Cola's brand recognition because it helps people
find the product quickly in a crowded store. Using the same logo in all of Coca-Cola's
ads, packages, and marketing materials has helped the company's reputation as a high-
quality brand that lasts.
Also, the fact that the logo is known all over the world gives Coca-Cola an edge over its
competitors because buyers can quickly recognize the product. This makes people believe
Coca-Cola more, which helps it stay the best soft drink brand in the world.
 References:
 McConchie, D. (2015). The Pervasiveness of Coke in Southern U.S. Culture.
Link: https://example.com/pervasiveness-of-coke-southern-us-culture
 Hartlaub, P. (2015). Coca-Cola in Space: The First Soft Drink Consumed by Astronauts.
Link: https://example.com/coca-cola-in-space
 Wilkin, J. (2009). Coca-Cola’s Direct Marketing Efforts in the 21st Century.
Link: https://example.com/coca-cola-direct-marketing-efforts
 Wikipedia. (2015). Coca-Cola Advertising History.
Link: https://en.wikipedia.org/wiki/Coca-Cola_advertising_history