Marketing Strategies Case Study

Advertising Strategies of Coca-Cola: Can it be Refreshed?

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Abstract:
Coca-Cola (Coke), the world’s largest carbonated soft drink (CSD) manufacturer had built its brand over the years through consistent and effective advertising campaigns making history over the years. In the recent times the company had suffered serious setbacks with a number of controversial and negative allegations leveled against it. Coke was increasingly being associated with health hazards and was under threat in many of its key markets. Consumption of CSD, which was its core business, had decreased and sales fell in Western Europe, Philippines and India. Active anti-Coke movements had triggered severe criticism from many segments of society including students, environmentalists, labor-rights activists, employees and shareholders. In 2004, Neville Isdell, Coke Chairman and CEO devised a plan to revive Coke. Called the ‘Manifesto for Growth’, the plan included several strategic initiatives including innovation, increasing marketing investment and introducing new products in the non Carbonated Soft Drink market.

As part of the plan to revive the Coke brand, ‘The Coke side of life’, a new global marketing platform was launched in December 2005. The company believed that this global campaign would return the company to its former glory. Marketing experts were however skeptical about this. They wondered if the new marketing campaign would help offset the myriad charges that beset Coke and help to revive the brand.

The case enables students to appreciate the advertising campaigns that helped build the Coca-Cola Company into a strong brand. It also enables discussion on the new campaign launched by Coke and its effectiveness in overcoming its problems.

Pedagogical Objectives:

• To teach various elements of an advertising campaign
• To discuss Coke’s new ad campaign in the light of growing controversies against its brand

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