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Essay / Research Paper Abstract
A 5 page paper that begins by reminding the reader of a couple of serious mistakes this company made in the past. The writer discusses current marketing strategies of Coke and discusses what they need to do for a stronger marketing campaign. Bibliography lists 6 sources.
Page Count:
5 pages (~225 words per page)
File: MM12_PGcokmk9.rtf
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Unformatted sample text from the term paper:
growth and even retaining their dominance. They have made many major mistakes in their history. We all remember the company changed its formula in 1985, replacing its historical cola (The
Information Company, 2009). Consumers demanded their old cola be returned and it was soon back on the shelves under the name of Classic (The Information Company, 2009). And, that
new formula was ditched so now, the company is eliminating the word classic on their Coca-Cola packages (The Information Company, 2009). That may have been the worst marketing ever
as well as the worst change a company has made to any of its products. Then, there was the lawsuit in London, England because Coca-Cola was promoting its Dasani water
as purified water giving the impression that is was are purer than regular tap water but thats what it was, the company removed the chlorine and other chemicals from the
water (Datson, 2004). The reason that case is reported is because the company is making an equally bad mistake today. They are not advertising where todays young consumer spends
so much time - Online. And, they do not have a recognizable slogan (Foust, 2005). The lack of an appealing slogan began a number of years ago. And, it is
not meeting todays consumer demands for healthier beverages and more environmentally-friendly products. Foust (2005) reported that all of Cokes marketing campaigns had been forgettable for years, there was no catchy
slogan. They are finally catching up but their marketing is still not as appealing as their arch rival Pepsi. Most recently, Pepsi beat Coca-Cola in marketing using a more
upbeat approach; they have both smiling logos and a new marketing tag line, "Every generation refreshes the world" (Zmuda, 2009, p. 9). Coca-Cola recently launched their "Open happiness" campaign (Zmuda,
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