Iko-Coca-Cola® inonzi brandmark yemakore 125, asi kambani haisi yakwegura zvikuru kuti isadzidze uye haisi kuzorora pamararamiro ayo. Nzira dzekutengesa dzeCoke dzakabudisa zvimwe zvisingatauriki pamusoro pemakore akawanda, asi chikamu checho chikonzero nekuda kwekuda kweThe Coca-Cola Company® kugadzirisa. Sezviri pachena, kuwedzerwa kwekutengesa kwakashanda. Coca-Cola yakapiwa Marketer wegore neAdAge.
Maererano naNatalie Zmuda weAdAge, kutsvaga kweCoca-Cola kwakashandurwa muna 2007 apo Mr. Tripodi akauya achibva kuAllstate.
AdAge akarondedzera zvinotevera kutengesa zvinetso: (1) Coca-Cola yakanga yakazvimirirawo pamusana pokunwa kwayo - Coke®; (2) Kubudisa nekushambadzira kweCoca-Cola kwemasangano ekupikisa kwakanga kusingapindirani; uye Coca-Cola akaonekwa se "simbe, muchengeti wevashambadziri."
Mutungamiri Tripodi akaudza Zamuda kuti anotenda kuti tsika yeCoca-Cola ine zvakawanda zvokuita nekubudirira kwayo. Dare racho rinonzi kugovera zvose zvakabudirira uye kudzidza kubva pakundikana, iyo inofanira kupiwa ukuru uye zviyero zveThe Coca-Cola Company. Mutungamiri Tripodi akati, "Tine boka revanhu munyika yose risinganyanyi kukoshesa kuwana chikwereti uye kunyanya kunetseka nekuita shure kwechirongwa chikuru." Iyo Coca-Cola Company inogona kuiswa sangano rekudzidza sezvo yakaratidza kuchinja nekugadzirwa kwemakore makumi emakore.
Coca-Cola Semuenzaniso Wokudhinda
Coca-Cola yakadzikinura mararamiro ayo semuenzaniso wekutengesa. Coca-Cola inoramba iri imwe yezvinonyanya kufadza zvidzidzo zvekutarisa nzira dzakanakisisa mukutsvaga uye kutsvakurudza kwemisika .
Sezvakadaro, inopa mienzaniso yeimwe marga marga marudzi ehurumende uye pakati pehukuru uye zvinyorwa zvepamusoro zvekutarisa, uye kutevera, kana zvichigona.
Coca-Cola yakakonzera chikamu chayo chemidziyo maduku. Iro hukama hwehutano hwakanaka uye huzhinji pfungwa dzekusika - vamwe vanozvidana kuti kutengesa zvidzitiro - vakazadzisa zvakawanda pamabhadharo akaenzana.
Kune zvikonzero zvakawanda zvakanaka zvekutumidza Coca-Cola semushambadzi wegore - mugore ra2011. Heino zvishomanana chete zvinowanikwa neAdAge:
- Diet Coke ikozvino Nhamba yechipiri yeSoda, ichisiya Pepsi muvhu rayo.
- ICoca-Cola Company yakawedzera mabhiriyoni maviri-dollar mabhii kuchisanganiswa chezvibereko: Del Valle uye Minute Maid Pulpy , iyo yaiva yekutanga yeBrain-Cola mabhiriyoni-dollar mararamiro ekutanga mumusika wakabuda.
- Coca-Cola yakanga iri pamusoro pemashiripiti emashiripiti.
- Coke iri kutungamirira kukura kwekambani nekutengesa kwepasi rose kusvika ne3 muzana gore-kusvika-date.
Successful Marketing Campaigns Summarized by AdAge
- Zvisinganyanyi kukosha: Fanta iri kutengesa 3 muzana gore rose-kusvika-zuva pamusangano uyu wepasi rese wenyika 190 naJonathan Mildenhall, Vachigaro weMagumo ekuBuritsa Advertising Strategy uye Content.
- Wakasimuka MMOJO: Varume vakawanda nevechidiki vari kunwa juisi yearangi kubva patafura yekudya kwekudya kwekudya nekuda kweiyi Mushandirapamwe.
- StyleCaster: Diet Coke inonyanya kuisa kuchengetedza nhamba mbiri ye sodha nekakawandisa-shanduro inogona uye nzvimbo dzechipiri-yechipiri mumusorosoro wekutsvaga.
- Coca-Cola Music: Maroon 5 akaita 24-hr Session mu studio yekurekodha yeLondon kuumba rwiyo rutsva rwepakutanga kwemushandirapamwe wepasi rose wekuyaruka unoenda kumashamba 130.
- Zamezi akabatsira kuisa Smartwater muviral mode - pamwe nemamiriyoni gumi ekuona maonero pa YouTube - nerurimi-in-cheek video ine Jennifer Aniston.
- Polar bear conservation kuchengetedzwa kwakatungamirirwa neWorld Wildlife Fund, sangano reLeo Burnett rakashandura mabhiriyoni 1.4 mabhanhire eCoke mumwedzi wezororo. Pio Schunker, Senior Vice President we Integrated Marketing Platforms inowedzera pakuita kuti purogiramu iyi ive yakabatanidza hukama hweCoca-Cola kusvika panguva ino.
AdAge Inotsanangura Coca-Cola's Advertising Agency Partners
Coke uye Diet Coke inoshandiswa naWeden & Kennedy. Coke Zero uye Vitaminwater zvinoshandiswa naCrispin Porter & Bogusky. Coca-Cola Freestyle - yekutanga kushambadzira-uye Fanta inotarisirwa naOgilvy & Mather. Kune vanopfuura gumi nevaviri vasina doro, vakagadzirira-kunwa zvinwiwa zvikamu umo vatashambadzi ava vanogona kuita chiratidzo cheCoca-Cola.
Iko Coca-Cola Company ine hurukuro huru yezvikwata, uye yakadzidza kugadzirisa zvirongwa zvayo zvekutengesa kuti zvigadzire muenzaniso wakanaka kurwisana nemakwikwi ekukwikwidza. Zviduku zviduku zvinokonzera mishandirapamwe yakasiyana-siyana inoita makuru makuru. Maererano naTr. Tripodi, "Kufunga kwedu kwose kune zviripo kuita zvinhu nenzira itsva uye yakasiyana-siyana inotora bhajeti shoma uye inowedzera."
Coca-Cola Inopfuurira Kunze Kwekufungidzira
Tsvakurudzo yemaketani yeCoca-Cola Freestyle yakagadziridzwa kugadziriswa mubasa rekudya. Freestyle is next generation generation soda fountain concept. Zvimwiwa zvakasunungurwa zvinoshandiswa zvinosanganisira 125 zvakasiyana-siyana zvakanakisa zvezvinwiwa zvemitambo, lemonades, mvura yakasvibiswa, zvinwiwa zvemitambo, zvinwiwa zvinonwiwa. Sezvinwiwa zvinoparadzirwa, deta inotumirwa kunzvimbo huru yeCoca-Cola ichiudza kuti zvinonaka zvipi zvinozivikanwa pane dzimwe nguva dzezuva.
Nzira yeCoca-Cola Yakakonzerwa Nhatu
Iko Coca-Cola Ikambani inotora nzira inotenderera katatu pakukura: (1) Chigadzirwa mumagetsi, (2) kuiswa mukati mutsva, uye (3) kutengesa kushandiswa. Mutungamiri Tripodi akaudza AdAge kuti Coca-Cola yakagadzira Vision 2020 iyo inoda kuwedzera kaviri yemari inoshandiswa uye inowedzera kubhadharwa kwevashandi kusvika kune mabhiriyoni matatu pazuva.
Kwemakore 10 anotevera, Coca-Cola iri kutarisira kudzokorora kushanda kwemakore 125 ezvigadzirwa zvinokurudzirwa uye vashandi vanoita. Tripodi inoudza Zmuda, "iyo inokupa chifukidzo chemhepo, iwe uchiita zvakanaka, kuedza zvinhu, kuva neushingi, kuvhiringidza. Zvose zvinomira kune imwe pfungwa inoti [maonero 2020 edu] anobudirira kwazvo, kana isu kuramba uchirangwa uye uchifunga. "