Coca-Cola Marketing Strategy

Coca-Cola Marketing Strategy

APA FORMAT AND references and citations with 300 words and fol the instructions below

Coca-Cola and Human-Centric Marketing 

1. Step 1: Choose 1 of Coca-Cola’s advertisements from YouTube (an advertisement is typically between 30-60 seconds.)
2. Step 2: Based on the video you chose in Step 1, choose 2 of Philip Kotler’s 6 human-centric attributes from his book, Marketing 4.0 that best represents what you see in your chosen video (See the pdf file under Week 7 labeled “Kotler Human Centric Marketing.”)
3. Physicality
4. Sociability
5. Emotionality
6. Personability
7. Morality
8. Intellectuality
9. Step 3: Using the 2 human-centric attributes and the video, write one paragraph on each of the 2 attributes you believe are represented in the video you chose.
10. Step 4: In what way does Coca-Cola use storytelling in its marketing and advertising?

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APA

Coca-Cola Marketing Strategy

Step 1: Chosen Coca-Cola Advertisement

For this assignment, I have selected Coca-Cola’s “Share a Coke” campaign advertisement. This ad features people sharing Coca-Cola bottles with each other’s names on them, promoting a sense of connection and community. It highlights the emotional connection people have with their favorite brands and emphasizes a personal, human element.

Step 2: Chosen Human-Centric Attributes

Based on Philip Kotler’s Marketing 4.0, the two human-centric attributes that are best represented in this advertisement are Emotionality and Sociability.

Step 3: Emotionality

The “Share a Coke” advertisement primarily focuses on Emotionality, as it appeals to consumers’ feelings and connections with others. The ad shows people connecting with one another through simple yet meaningful gestures—offering a Coke with someone’s name on it. This creates an emotional bond not only between the individuals but also between the brand and the consumer. It appeals to the viewer’s emotions by reinforcing the idea that Coca-Cola is not just a drink, but a vehicle for sharing special moments with loved ones. The ad taps into the universal human need for connection, invoking positive emotions such as happiness and belonging.

Step 4: Sociability

The second human-centric attribute present in this advertisement is Sociability. Coca-Cola uses the idea of social interaction as a central theme in its marketing. The ad shows people coming together in different settings—whether in a park, at a party, or on the street—enjoying the simple pleasure of sharing a Coke. The personal touch of having individual names on the bottles adds a sense of exclusivity and social relevance. By doing so, Coca-Cola highlights the social aspect of their product, making it a catalyst for bringing people closer together. Coca-Cola Marketing Strategy

Step 5: Storytelling in Coca-Cola’s Marketing

Coca-Cola masterfully uses storytelling in its advertisements by creating narratives that resonate with the audience on a personal level. The “Share a Coke” ad tells a story of connection and shared experiences, where the brand becomes a symbol of unity and friendship. The simple yet powerful message of sharing something as universal as a Coke builds a compelling, emotional story that encourages viewers to see Coca-Cola as a part of their own lives and celebrations. By embedding this narrative into their marketing, Coca-Cola invites the audience to become part of a larger, ongoing story of joy and camaraderie.

References

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Wiley.

Coca-Cola. (2015). Share a Coke [Video]. YouTube. https://www.youtube.com/watch?v=5AFzJS2q7b8