What contributes to Coca-Cola’s global marketing success? Coca-Cola, the world’s most known beverage company, is an expert in successful international marketing. Coke, although being almost a century old, continues to be a market leader in both product brand management. Below are some of the most important aspects of the renowned company’s tactics.
1. Building a strong visual personality
It’s a known fact that Coca-Cola serves soda, but its logo can be found anywhere from cinema screens to clothing to caps to street art and more. In terms of design, its logo is both simple and eye-catching. According to studies, people prefer simple product package designs since they are more inclined to acquire products. Coca-Cola’s aesthetic minimalism speaks for itself; the strange yet powerful font, and the emotionally startling red. Once more, Coca-Cola thinks innovatively with the color of their product package design, as red is often associated with danger and alarm.
Coca-Cola’s use of red makes a statement. It is bold and one-of-a-kind, demonstrating how their innovative, outside-the-box thinking distinct them from the competition.
2. Staying consistent
While developing a new marketing strategy that will capture attention is critical for all organizations, it cannot replace the requirement for consistent branding. Prospective customers must understand that marketing is for a business, which necessitates that certain parts remain the same, or at least fairly comparable.
According to Forbes, leaving a lasting impression on the consumer’s awareness might take time, which means that continually altering branding techniques can be counterproductive. Not only has Coca-Cola kept the same script type for advertising and its signature red, but all marketing depicts happy individuals smiling broadly and uncomplicated taglines.
Its brand is founded on the concept of ‘enjoying a coke,’ and this message is always pounded home, even as its product variety evolves and adapts to new trends.
3. Brand over product
One of the most effective ways Coca-Cola has promoted itself is by focusing on the brand rather than the product. Rather than a beverage, Coke is defined as something that brings family and friends together, encourages sharing, and brings enjoyment.
Coca-Cola promotes the lifestyle that it firmly identifies with its brand, rather than a sophisticated marketing campaign that concentrates on the product, which would be impossible to implement. This guarantees that the brand is universally understood and recognized across all cultures and languages.
While not all businesses will operate on a global scale like Coca-Cola, they may consider how to market their brand as an experience rather than a commodity. This not only creates an overall notion for the firm, but it also assures a primary focus for future marketing, linking into the concept of consistency.
Despite its worldwide stature, Coca-Cola recognizes the need of connecting with customers on a more intimate, localized level. The company’s Share a Coke promotion, which began in Australia, has already successfully extended to over 50 nations. Every country’s products are tailored to its own culture and traditions, with the most common names from each region put on cans and bottles instead of Coca-Cola’s name. This ad exemplifies how to effectively use a localized positioning strategy to a worldwide market.
5. The unique bottle design
Coca-Cola’s distinctive bottle design arose from the company’s defensive marketing technique. When the brand’s customer base was being eroded by numerous competitors, a national competition for a new bottle design was held in 1915. It would communicate to customers that Coke was a premium product that should not be mistaken with any other brown cola in a comparable transparent glass container.
The winning entry featured a depiction of a cocoa pod with an unusual and attractive form. Coca-Cola commissioned the bottle design and began publicizing both the form and the logo. As plastic gradually supplanted glass as the preferred method of consuming Coke across the world, the business continued to promote the image of the Coke bottle as a symbol.