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06/12/2012 by
6277 views

Why I Admire Coca-Cola For Its Brilliant Global Marketing?

No other company in comes close to matching Coca-Cola’s reach into the global marketplace. Happiness is turning mindshare into heartshare at consumers all around the world. CMOs, read along.

coca cola happiness barometer 500x420 Why I Admire Coca Cola For Its Brilliant Global Marketing?


Happiness – Global Brand and Marketing Strategy

A brilliant, consistant, integrated and global marketing strategy is one of the key drivers behind Coke’s success. A global brand strategy with one clear topic or theme across all markets: Happiness.

In many entertaining ways, Coke is sharing happiness and putting smiles on people’s faces, all around the world.

Coke’s ROI on Marketing?
Later more on the glocal marketing results, but in this infographic you can already see Coke’s ROI on their marketing efforts. Meet a true global empire:

coke empire 500x2698 Why I Admire Coca Cola For Its Brilliant Global Marketing?

Happiness – Glocal Marketing Strategy
But beyond their brand strategy Coke is not only doing it with global branding. Their global marketing, I could also glocal marketing strategy.

Because Coca-Cola is a great example of a brand using glocal marketing efforts. Though it is a huge corporation, Coca-Cola focuses on small community programs and invests a lot of time and money in small-scale charity efforts.

Where most brands do not even have a long term theme like Happiness, some do. But most of these brands are advertising their theme, but not delivering on their brand promise.

For example, in Egypt, Coca-Cola has built 650 clean water installations in the rural village of Beni Suef and sponsors Ramadan meals for children across the Middle East.

In India, the brand sponsors the Support My School initiative to improve facilities at local schools. Not to mention, the brand sticks with selling an emotion that can’t get lost in translation: Happiness.

My Opinion?
As former agency founder and strategist, my work at WPP and as chief global social officer at Mindshare I have worked with a dozen of leading global brands like: Unilever, Nike, Heineken, Ford, AmEx, Volvo and more.

While working with CMOs at both global centralized and global decentralized brands, I have seen up close and personal how extremely difficult it can be to manage and execute global and glocal marketing strategies.

What Coke is doing is world class. With over 55 million fans on Facebook, delivering entertainment and true happiness across so many markets – believe me – it is a truly stunning achievement.

What About You?
Global and glocal marketing, what are your challenges? And how do you feel about Coke’s efforts so far? We’d love to hear your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.

More of our stories on Coca-Cola?
Coke On POE: Ask 50M Fans To Share Happiness.
Is Coca-Cola About To Enter Formula 1?
Coca Cola’s Encourage-Meter For Football Fans.

Source: Infographic by Top Management Degrees.

 

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Comments (4)

  • Laurens Bianchi 07/12/2012, 00:59

    I love Coke as a product but I also love their marketing approach; always fresh and ahead of the curve

     
    • Thanks for sharing. Do you think their topic Open Happiness is part of their success? I don’t see long term topics so often at brandas. Okay Running at Nike.

      Why wouldn’t brands claim their domain?? Waiting for others to take it?

       
  • Christa Joe 12/12/2012, 10:58

    Amazing set of statistics, especially the bottle line up to moon for about 2000 times. Now I understand, why Coca-cola is a globally renowned brand with such a high percentage of 94% consumer awareness about the brand.

     
    • Hi Christa

      Thanks for sharing. What an empire they have built huh? If you see the staggering numbers all together, indeed amazing, I had the same.

      Cheers
      Igor