The paper “ Past and Current Advertising Campaigns of Coca Cola, the Company’ s Approach to Advertising, and Future Promotion Plans" is a pathetic assignment on marketing. The coca-cola company was invented by John Pemberton in 1886. During these years Pemberton advertised at a cost of 77 dollars while his profits amounted to 50 dollars only and this led to a loss and he was forced to sell a portion of his company, due to this he sold a portion of the company to Candler who later acquired the whole company. Coca-cola brands are sold in over two hundred countries and have over 6 billion consumers all over the world.
The company today is worth approximately 60 billion dollars as per the stock market. This growth in worth and in terms of market share has been attributed to advertisement strategies that the company has adopted over time. Advertising in these early years of the company was done on billboards and newspapers, the newspapers had a coupon which consumers would claim a free drink at any distributor, this was one of the methods that led to the success of the company in those years Candler sold the company to Ernest Woodruff who later gave the company to his son Robert Woodruff, Robert had very influential marketing strategies, and he focused on contributing in colleges, universities, and organizations, despite never leaving any name for the contribution this really increased sales level of the company, radio advertising of coca-cola started in the year 1930 and in 1950 coca-cola started advertising its product on television. The Christmas promotion of the company started in the year 1931.
This involved the use of coke Santa to promote the product in the market.
From the above marketing strategy discussed it is clear that coca-cola advertising first started advertising through billboards and newspapers and as technology advanced the company further started advertising over the radio and television. Other changes were made to the product and this includes branding, the packaging of the companies product has evolved through the years example in 1923 the six-bottle carton was introduced, in 1960 the coke can, in 1915 the contour bottle and in 1978 the two-liter bottle In 1985 however the company tried to change its formula and its royal customers reacted negatively to this change, the company planned on introducing a new product for the market but this failed and the company lost its market share to other companies such as Pepsi, realizing the mistake the company switched back to its original formula. The company has also tried to market itself through the sponsoring of sports activities, over the years the company has sponsored the Olympics and other sporting activities and this is how they have been able to achieve popularity all over the world because today the company sells its products in over two hundred countries, other sporting activities that the company has sponsored include the NBA, NASCAR, NCAA, FIFA world cup and the English Football League. One of the major competitors of the coca-cola company is Pepsi, Pepsi was invented by Caleb Braham in 1890, and Pepsi was advertised in newspapers starting 1929 where its advert unlike the coca-cola promotional coupon the Pepsi company advert portrayed a race driver as a bully drink before a race.
In 1929 the company went bankrupt and it was sold to Roy Megargel and again in 1937 and it was sold to Charles Guth, the rise in sales level of the product of the company was as a result of a cut in the price of drink by half and this was made public through a radio advertisement, the reduction in price led to a substantial increase in popularity and sales level.