Coke marketing strategy
CASE STUDY
Coca-Cola /
This article appeared in Contagous issue Thirty Two.
Contagous is an intelligence resource for the global marketing communiy focusing on non-tradiional media and emergng technologes www.contagiousmagazine.com For more information please email the team on sales@contagiousmagazine.com 1st Page.indd 1
06/08/2012 18:04
newscase study / round-up/ casequarterly patagonia
/ study / coca-cola
The Social Network
COCA-COLA_EDITED_after proofs.indd 2
06/08/2012 18:26
contagious
48 / 49
CASE STUDY
coca-cola / The Social Network /
'For lots of multinationals over the next five years, conversation management is going to be a rapidly growing discipline in the marketing department’
Jonathan Mildenhall, vp global advertising strategy
& creative excellence
Brand DNA
Founded /
1886
HQ /
Atlanta, Georgia
Employees /
146,200
Product /
Sparkling and still ready-to-drink beverages Promise /
To refresh the world
The ubiquity of Coke is the stuff of legend. Just last December the ColaLife charity partnered with the brand to distribute vital medication to far-flung regions of Zambia, such is the reach of The CocaCola Company’s network.
But a global presence is not the same as world domination. The 2020 Vision roadmap unveiled by chairman and ceo Muhtar Kent threw down the gauntlet to employees and competitors alike.
Its headline targets were unequivocally ambitious: to more than double system revenue and servings by 2020, and ‘be #1 in the non-alcoholic readyto-drink business in every market and every category that is of value to us.’
So what do you have to be willing to do to make this happen? Well, you have to be ready to shake things up… /
By Katrina Dodd
To inspire moments of optimism and happiness
To create value and make a difference
WHY CONTAGIOUS /
Liquid and Linked: the world’s most valuable brand reinvents its marketing and recognises its place at the heart
of
Coca-Cola /
This article appeared in Contagous issue Thirty Two.
Contagous is an intelligence resource for the global marketing communiy focusing on non-tradiional media and emergng technologes www.contagiousmagazine.com For more information please email the team on sales@contagiousmagazine.com 1st Page.indd 1
06/08/2012 18:04
newscase study / round-up/ casequarterly patagonia
/ study / coca-cola
The Social Network
COCA-COLA_EDITED_after proofs.indd 2
06/08/2012 18:26
contagious
48 / 49
CASE STUDY
coca-cola / The Social Network /
'For lots of multinationals over the next five years, conversation management is going to be a rapidly growing discipline in the marketing department’
Jonathan Mildenhall, vp global advertising strategy
& creative excellence
Brand DNA
Founded /
1886
HQ /
Atlanta, Georgia
Employees /
146,200
Product /
Sparkling and still ready-to-drink beverages Promise /
To refresh the world
The ubiquity of Coke is the stuff of legend. Just last December the ColaLife charity partnered with the brand to distribute vital medication to far-flung regions of Zambia, such is the reach of The CocaCola Company’s network.
But a global presence is not the same as world domination. The 2020 Vision roadmap unveiled by chairman and ceo Muhtar Kent threw down the gauntlet to employees and competitors alike.
Its headline targets were unequivocally ambitious: to more than double system revenue and servings by 2020, and ‘be #1 in the non-alcoholic readyto-drink business in every market and every category that is of value to us.’
So what do you have to be willing to do to make this happen? Well, you have to be ready to shake things up… /
By Katrina Dodd
To inspire moments of optimism and happiness
To create value and make a difference
WHY CONTAGIOUS /
Liquid and Linked: the world’s most valuable brand reinvents its marketing and recognises its place at the heart
of