How Coca-Cola's 'Light' Branding Tricked Us Into Thinking It Was Healthy

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Marketing plans differ depending on a company’s products or services. Effective marketing is purely based on its strategies after studying its target consumers. In most companies, the final stages of a marketing plan are assessing and analyzing its effects. After creating a sharing can which could be twisted to form two cans, Coca-Cola distributed the cans to thirsty Singapore individuals, mostly in traffic. Through this, the so the effectiveness of their marketing strategy of creating happiness through sharing 

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A marketing audit involves examining a firm's marketing environment, objectives, strategies, and activities to identify other possible opportunities and know the actions to improve a firm’s performance. Coca-Cola, under the project connects, which Coca-Cola intended to reach young Australian adults and inspire the art of sharing, the firm result in a debranding tactic where they printed the most common names in Australia on the Coca-Cola bottles, which really did well by reaching more than 40% of the population (ThoughtCatalyst, 2017). As the audit indicated, the company implemented the strategy worldwide from this marketing strategy's success. 

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There are three major components in product distribution: the manufacturer, the retailer, and the consumer. Even though there are several channels through which the products get to the consumer such as manufacture- consumer, manufacture-retailer-consumer and manufacture- distributor-retailer-consumer channels, Coca- Cola uses a strategy where they manufacture the concentrated beverages and sells them to the product distribution, retailing, and packaging partners ( Singaram, 2019). At that level, a consumer can easily access the product from vending machines, stores, and other outlets. 

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When a product involves less process to be accessed by a consumer, the consumer will mostly prefer it over others. Coca-Cola manufactures and markets its various products and is accessible retail outlets. For a consumer to access a Coca-Cola drink, they don’t have to get involved with many managerial levels as they have to go to a store or a vending machine nearby. 

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Every company's success is based on numbers. The more numbers a firm has, the higher probability of making big profits. Data collection from existing business operations helps a company forecast and understand consumer behavior. Coca-Cola, after introducing the debranded technique to assess how the art of sharing and creating happiness amongst people can be used to market, Coca-Cola used the data analysis of the success rates in Australia to use the idea in other companies globally. This is because they had already studied human behavior in feeling their identity through sharing bottles with their names. 

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The significant factors to control profit are product, presentation, place, and price. To control the profits, a firm has to make the product's price reasonable and affordable depending on the target consumer. The product must be quality, accessible, and very presentable to attract consumers. Most of Coca-Cola products are affordable as it sets prices depending on a region. The company has a diverse portfolio of different products of good quality. Since Coca-Cola is believed to connect and bring happiness to people and simultaneously presentable such as having people’s names, it will be preferred, thus creating profits. 

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A firm's earnings are dependent on how many products or services a firm sells. Marketing is key when it comes to the sales of products in different territories and markets. Coca-Cola focuses on selling the idea that drinking their product brings happiness into people’s lives rather than selling the product itself. For this reason, Coca-Cola has grown tremendously as its product is globally accepted. They have opened up many branches globally, revealing their earning are good on their products and in different markets globally. Earnings are revealed by the success rate and the numbers a company has. 

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The primary marketing mistake is using marketing strategies that only try to sell the product and considering the consumer. Marketing aims to convince a consumer to purchase the product. Most companies just market products to create awareness of the product, forgetting to consider the consumer. Coca-Cola sells an idea to its customers. Instead of just putting up billboards for advertising, they include debranding and sharing to connect with the consumers. The company's marketing strategies are focused on the product connecting and bring happiness to people, the idea, and not the product. 

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Marketing involves the product being marketed, to who, and why it is being marketed. The product and the consumer are the critical focus areas that determine why and what is being marketed. In Coca-Cola, the beverages are the products being sold to consumers. Despite its success, Coca-Cola's marketing is because they want to maintain its competitive edge. Different territories have different market conditions, which requires Coca-Cola to develop strategies through which they connect to consumers, such as the sharing Cola sharing can. 

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One of the most efficient software/App is Facebook which allows for successful marketing with less time and cost. Facebook is relatively cheap compared to the masses that the product will reach globally. When a product is posted, it reaches millions of Facebook users to give feedback on the comment section's product. The marketers can communicate with a consumer anywhere globally and answer questions about the product asked by consumers. Marketers also understand consumer behavior through feedback and consumer-marketer relation data collected to make the best product that will sell since it meets the consumer needs. 

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General Managers infirm are responsible for ensuring that the firm's objectives are met. However, organizations have different settings; thus, duties can be divided between managers. General Managers conduct analyses of profits made to examine whether the profit plans were adhered to (A nzengruber, 2017). In collaboration with marketing managers, the general manager evaluates how efficient promotion activities are in brank marketing, the preparation of branding budgets, and the costs and benefits resulting from media production. Coca-Cola gave sharing cans to Singapore-thirsty individuals to examine the marketing strategy's effectiveness. 

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Consumers are key in every marketing plan. It is crucial that the marketing clearly defines its objectives and the target market. With a clear goal, the marketing plan upon implementation will give the required outcome at the end of the year. For example, Coca-Cola's objective is to sell an idea of happiness, sharing, and connection among members of the society, which has succeeded over the years. 

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Planning managers play a vital role in an organization since, through studying the market and consumer behavior, they can prospect for-profit goals and annual sales. Before setting this goal, there must be an evidence-based analysis of consumers' buying behavior and the market conditions within where the products or services are to be sold (Anzengruber, 2017) . Before making investments in other countries, Coca-Cola first used Australia to test debranding and the idea of sharing, after which they could set profit goals and annual sales based on the Australian sales statistics 

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Most USA corporations lose half of their customers every five years. It's hard to keep customers in the USA's heavily competitive market since new advancements come up every day. However, firms such as Coca-Cola actually gain customers at different intervals due to their diverse product portfolio and marketing strategies. To retain customers, companies have to be diverse in their production, branding process, and marketing strategies 

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A good marketing plan must have prospects for the future. For future success, it is essential to study past customer reactions to the present ones to prospect for possible future reactions. When the marketing strategy is purely based on a consumer, it will probably succeed in the future. 

Reference 

Anzengruber, J., Goetz, M. A., Nold, H., & Woelfle, M. (2017). Effectiveness of managerial capabilities at different hierarchical levels.  Journal of Managerial Psychology . 

Schlegelmilch, B. B. (2016). Global marketing strategy.  Cham: Springer Nature . 

Singaram, R., Ramasubramani, A., Mehta, A., & Arora, P. (2019). Coca-Cola: A study on the marketing strategies for millenniums focusing on India. IJARD, ISSN , 2455-4030. 

Thoughcatalyst, (2017). The secret behind Coca-Cola's marketing strategy . Youtube.com. Retrieved 6 April 2021, from https://www.youtube.com/watch?v=XhMVWzVXNNk&t=335s.