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In its more then a hundred years of existence, Coca Cola Company focused on finding new ways to grow total beverages sales using a wide variety of value adding promotional events. For many years, Coca Cola used television as a core promotional tool. It dominated the TV ads, used this channel to inform consumers about products, and carefully positioned on the market. In the last decade, media fragmentation, technology and change in consumer behavior contributed to the decrease of the efficiency of television advertising.
In response to this trend, Coca Cola developed a new promotion strategy, trying to reach beyond passive TV ads. The company moved toward an experiential approach, using events and activities to build a closer bond with consumers. The brand started developing strategies to infiltrate into the consumer’s daily routines. From sports to music to the Internet, Coke became lately part of our active living. Through “The Coca-Cola and sports” partnership on The Olympic Games, Soccer and Tennis all over the world, Coca-Cola has built on its association with sport and the spirit of competition. The strategy is to create a dynamic environment in which activities on events, experiences and environments offer relevant meaning to their target consumers. Promoting during these activities, Coca-Cola creates the promise of a complete refreshment with a sense of celebration and passion. Motivational Theory And Management
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Motivational Theory And Management< ...