Branding Interaction of coca cola-

The "Happiness
Machines" from Coca-Cola were unusual vending machines that were dispersed over the
world in inconspicuous places. In order to receive a free Coke, consumers had to engage with
the machines in unusual ways.
These included:

 Hugging the machine, Singapore

 Dancing To K-Pop, Korea
 Completing A Series Of James Bond Inspired Challenged - London, England
 Sing A Christmas Carol - Stockholm, Sweden

Why it worked-
Through the joy and delight of the participants, people might escape the tedium of everyday
life. A nice emotion that most people would be pleased to share is excitement.

2. Coca-Cola’s Got a Coke with your name on it

Coca-Cola bottles with common names (such "John" and "Sarah") printed on the labels
served as the focal point of the "Share A Coke" promotion. The labels urged customers to
"Share A Coke With" an appropriate friend. Social media users shared dozens of images of
their Coke bottles as word of the unique bottles spread.
The advertisement was launched in Australia and was a huge success. Since then, it has
spread to 70 nations.
The "Share A Coke" campaign revived Coca-declining Cola's sales, resulting in its first sales
gain in more than ten years. It was a straightforward idea with amazing effects.

Why it worked-
One of the things about us that is the most personal is our names. Customers were delighted
by these uniquely marked bottles since they got a personalised Coca-Cola bottle with their
name on it!
Additionally, it allowed customers to share their joy with their friends. In the end, this
campaign was successful because it tapped into the rising global trend of sharing and self-
expression (as evidenced by the rise of social media).
3. Coca-Cola Made Music From the Sounds of A Generation-

The "Move To The Beat" promotion is centred on music. The campaign's anthem,
"Anywhere In The World," was created by Grammy-winning producer Mark Ronson and
singer Katy B.
The song's production quality was what made it unique. Five young athletes' training sessions
were used as the inspiration for every beat and chord in the song.
promotional content that highlighted the commitment of young athletes to their sports.
Along with the music video for "Anywhere In The World," a "making-of" video series was
made available.
Together, they attracted 245 million search impressions and over 25 million video views on
desktop and mobile.

Why it worked-
In contrast to the constant stream of news that denigrates the generation, the ad centred on the
experiences of millennial (teenage) athletes and portrayed them favourably.
This led to content that had a strong emotional connection with the most vociferous of
audiences. As a call to action for their generation or a message of resistance to their sceptics,
millennials took joy in spreading the content.
4. The Origins of the Coca-Cola empire were built on word-of- mouth

In 1888, business mogul Asa Candler took over Coca-Cola. Back then, it was a five-cent soda
fountain drink that sold only about nine glasses a day on average.Candler gave away coupons
for free Coca-Cola to consumers. He then gave free barrels of Coca-Cola syrup to stores
reluctant to stock this drink. As customers with coupons flocked to those stores, store owners
quickly returned as paying customers.And thus, one of the most powerful brands in the world
set foot on the path towards its destiny.

Why it worked-
By incentivizing both retailers and consumers to talk about Coca-Cola, Candler was able to
generate buzz and build his brand.

Marketing Strategy of Coca- Cola:-

Product strategy-
There are many different products made by Coca-Cola that are soft drinks. These products
are sold all over the world, and marketing mix can be used to analyse the product strategy.
The items listed below include things like Sprite Fanta, Coca-Cola, Diet Coke, Light, Minute
Maid, Coca-Cola Life, PowerAde Zero, Coca-Cola, etc. These goods come in a variety of
sizes and packaging. They have a sizable market share and provide astronomical profits for
the business.
Pricing Strategy-
The cost of Coca-Cola has been set for roughly 73 years. Over time, it only cost five cents.
With competitors like Pepsi, Coca-greatest Cola's rival, the market is becoming more
competitive. The business must adapt its pricing approach as a result. If the business adopts
this method, customers will begin to question the quality of the product, which will
dramatically reduce the price or its value if the business raises its price excessively and cause
customers to switch to an alternative.

Place Strategy-
Coca-Cola is a multinational corporation with a vast distribution network; their goods are
sold in more than two hundred nations. Latin America, Africa, Europe, the Pacific, Eurasia,
and North America are their six operational regions. The business relies on its distributors
and bottling partners for packing and distribution. The manufacture, packaging, and delivery
to the agents, as well as the road transportation to the stockiest, distributors, retailers, and
ultimately the final consumer, are all the responsibility of the bottling partners. It is given
every day through this route. Coca-Cola products are sold worldwide and may be found in
practically all retail stores, supermarkets, grocery stores, and other establishments. Coca-Cola
has a vast reverse supply chain network that gathers the leftover glass bottle and reuse it, thus
saving the cost and resources.

Promotion Strategy-
Coca-Cola concentrates on various promotional and marketing techniques because of the
fierce competition in the market. They concentrate primarily on aggressive marketing.
Statistics show that Coca-Cola invested $4 million in brand promotion in 2016 and $4 million
in 2018. It makes use of both domestic and foreign platforms to advertise its brand.