3. Marketing Programs and Marketing Strategies

a. Advertising

             Coca-Cola is one of the largest advertisers in the world. Although Marco de Quinto has recently resigned as chief marketing officer, Coca-Cola is still moving forward with the “Taste the feeling” advertising campaign. This strategy focuses on the iconic appeal of the world’s number one beverage brand to Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, Coca-Cola Life, and the all new Coca-Cola Plus.  The three advertising agencies that Coca-Cola have partnered with are Ogilvy New York, SRA Rushmore, and Santo in Buenos Aires. The idea is to bring together the best ideas from around the world, through these award winning agencies, to create a message that will resonate with Coca-Cola consumers.

b. Sales Promotions

            Sales promotions targeted at Coca-Colas consumer base include online sales promotions, live events such as the Barclaycard presents British summer time in Hyde Park, London England, and digital story telling. For summer 2017, Coca-Cola worked with information analysts to determine the 20 most common last names in the U.S. and will be printing them across the bottles in order to give it a personalized twist.

            Trade promotions utilized by Coca-Cola include manufacturer coupons, store coupons, My Coke Rewards promotions, and share a coke promotion codes.

The Coca-Cola Company Advertising & Marketing Profile. (n.d.). Retrieved from http://www.adbrands.net/us/cocacola_us.htm

Coca-Cola Zero Sugar. (n.d.). Retrieved from https://www.cocacola.co.uk/coca-cola/coca-cola-zero-sugar/

Hacking Carr, E. (2017, April 25). Coca-Cola Ups Its Personalization Game with 2017 'Share a Coke' Campaign - Print+Promo. Retrieved from

Isidore, C. (2016, January 19). Coke's new slogan: 'Taste the Feeling' - Jan. 19, 2016. Retrieved from http://money.cnn.com/2016/01/19/news/companies/new-coke-ad-campaign/

Richards, K. (2013, August 13). Coke Chooses 3 WPP Agencies for Its Next Big Global Ad Campaign – Adweek. Retrieved from http://www.adweek.com/brand-marketing/coke-chooses-3-wpp-agencies-its-next-big-global-ad-campaign-166381/