Power of Publicity

Yes, Coca-Cola has been able to emotionally connect with the fans through the concept of Coke Studio. Coke
Studio give the new birth to Coca Cola as it was on the decline side while PEPSI was getting the higher market
share. Through this innovative step Coca Cola regain its status and got market share.
ADVANTAGES: Here are some advantages which Coca Cola achieved through Coke Studio.
 CREDIBILITY: Through the platform of Coke Studio Coca Cola has got the credibility and succeed
to remain in the market. For any product or brand there is a big role of a medium / media which is
helpful to sustain in the market. Since 2008 once Coke Studio was introduced dragging the market
share. Luckily since than the social media got independence and many brands take the support of such
to be alive.
 NEWS VALUE: people pick news and carry it which increase the value of the product / brand and the
same was happened with the Coca Cola. A big platform Coke Studio provided to Coca Cola to be in
the market. Through the news value Coca Cola has again got place in the minds of people. Through
Coke Studio it connected with the people even than where Coca Cola was not reached, successfully
launched in the remote areas as well by folk songs.
 A PERCEPTION OF BEING ENDORSED BY MEDIA: As media is supporting the brand through
Coke Studio and it automatically endorsed by media. Co-branding has played a vital role to make the
product more valuable to the customer / consumer. Such brands which arise on media have its
influence it depends on the brands what they deliver which they claim. If brands succeeded to make a
good perception towards the customer, they will ultimately grow in term to value.
DISADVANTAGE: Here is the disadvantage of Publicity.
 CONTROL: The biggest potential drawback of publicity is that we do not control the message. As a
company or brand, trying to sell product we don’t have control over the specific content, timing and the
amount of coverage.