Coca Cola Bottling
Company was first established by an American pharmacist Dr. John Pemberton on 8th
May 1886. On the said date, he carried a jug of coca cola syrup to Jacob’s
Pharmacy in
downtown Atlanta – Georgia where it was mixed with carbonated water and sold
for five Cents a glass.
From the
humble beginning 126 years ago, the company has evolved from one product (Coca
Cola) to more than 500 brands in 2011. It has moved from selling a modest nine (9)
drinks a day in 1886 to about 1.8 billion a day. Coca Cola Company has expanded
from one city in one country to availability in more than 200 countries around
the world. Having made this tremendous expansion, the company continues to
advertise its products. somebody might think a company that sells about 1.8
billion of its products a day does not need advertisement but Coca Cola Company
continues to advertise because of the following reasons.
It must be noted that advertising a paid form of non-personal
presentation and promotion of ideas, good and services through the mass media
with an identifiable sponsor.
In the first place, Coca Cola Company
continues to advertise in order to Create
Awareness. In 1982, Company launched a campaign (advert) “coke is it!” with
an emphasis on the product’s quality of taste and refreshment. This was done in
order to make their customers aware of the unique taste of the product hence
creating awareness.
Secondly, the company continues to advertise
in order to Inform their existing
and potential customers about what the product can do when it is taken. For
instance, in May 1976 the company introduced a campaign “coke adds life to…”
This was designed to inform and show viewers (customers) that Coca Cola added
simple enjoyment to life. The campaign emphasized refreshment and tried to show
coke as the perfect accompaniment to food, fun and leisure. Therefore, Coca-Cola
Company always makes attempts to inform and educate customers on their product
and they do that through advertisement.
Another reason why a company like Coca-Cola
continues to advertise notwithstanding the larger number of its customers is to
Persuade people to purchase their
products. Some of the customers are not gullible and they are naturally
difficult to be convinced. Therefore, the company designs adverts that are
persuasive in order to convince such people to patronize the products. “Things
Go Better With Coke” that was designed in 1963 for instance, was to persuade
people to take coke wherever they are, and whatever they are doing ; since it
(coke) would help them do “things better”.
A big company like
coca cola would continue to advertise in order to Compete its competitors. It is a well-known fact that any rational
company always wants to be ahead of its competitors. Therefore, as rational as
Coca-Cola is, it strengthens advertisement to be ahead of its competitors such
as Pepsi Cola and others. For instance, Coca-Cola Company which is famous for
producing soft drinks competed in the Water Producing Industry by introducing
Bonaqua Mineral Water. People got to know the product (Bonaqua Mineral Water)
through advertisement hence the company has successfully competed in water
producing industry through advertisement.
Again, Coca Cola continues to advertise in
order to Launch a product. About
five to seven years ago, the company launched “Cokelight” (which was sugar
free). The company wanted to expand its tentacles by reaching out to people who
are diabetic and do not take sugar. Therefore, they came out with Cokelight,
which contained no sugar. Through the advert of cokelight, diabetic patients started
patronizing cokelight since they know the product would not affect them in any
way.
The company
continues to advertise so that it can Announce
a Change. The change can be a change in prices, change in product quality,
packaging, brand and many more. In 2008, Coca Cola Company through vigorous
advertisement announced that a bottle of coke was 60p. In the product content,
the Company also announced the addition of caffeine (the “BRRRRRRRRRRRR”
campaign). In that advert, consumers were told to drink coke since it would
energize them in all their activities. The refreshing nature of the drink would
make them say “BRRRRRRRRRR” which means energizing the body. In other
development, anytime the company changes the packaging of any of their
products, it announces that particular change through advertisement.
In addition, Coca Cola Company whose mission
is to refresh the world continues to advertise in order to Invite Inquiries.
One of the main reasons why Coca Cola Company
continues to advertise is to Increase Awareness. Sometimes it takes time for
customers to take a decision on patronizing a product. Therefore, the company
increases product awareness in order to convince customers to purchase the product.
Hence, advertisement creates a fertile grand for the company to increase
awareness.
In sum, the
Company has used Advertisement as a tool to achieve a lot of successes and from
all indications; it would continue advertising its products notwithstanding the
large number of its customers.
Reference
Cocacola.com
NAME: OKAI
SAMPAH DAVID
IND. NO:
TOPW2014129
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