Samantha MacMillan

Coca-Cola has been a great role model to go by in the marketing world. With their constancy and persistency, they have made out something so simple as a bottle of soda to be a world-renowned icon known by all as, Coca-Cola. The reason why they are still to this day so successful is because of their strategic marketing techniques that they use. Not only is this key but they also are very good at listening to the consumers’ opinions and getting a good sense of what new stuff they are demanding. As the book mentions, “Every manufacturing and service organization in the world should have a sign over its door telling its workers that the customer is king”. I believe that the Coca-Cola industry lives by this motto. When they decided to give Coca-Cola a new formula and put it out in public, they were astonished at how many people rejected it. They received many complaints about how the soda tasted bad and how the company took away a little piece of someone’s childhood all because they changed the ingredients in the soda. Because the organization was not stubborn and egotistic, they listened closely to the demands of their customers and happily changed the Coca-Cola formula back to its original as soon as possible. They are considered a great marketing company because they obeyed their “king”, or in other words their consumers. The Coca-Cola company keeps making their customers happy even to this day where they are giving customers the option of specializing their soda from a touch screen soda machine. This new invention lets people explore all the different products that are under the Coca-Cola industry. It allows customers to pick what type of drink they want and even what flavor. Coca-Cola is definitely marketing well to today’s new society where individuality and variety are becoming more and more important factors.

The other part that the company does extremely well is to tie in their logos everywhere and in every which way. Sometimes Coca-Cola used songs and jingles to catch a consumer’s attention on the radio or television. Other times, they associated Santa Claus with holding a Coca-Cola as the source of his energy during and after a long expedition around the world. This caught the eye of many children around the world that celebrated Christmas as well as a good idea for the parents who stayed up late wrapping presents. The many types of products that they used to put their logo on were genius as well. Customers can find the Coca-Cola logo on toy cars, posters, pins, calendars, pocket mirrors, pens, bottle cap belts, etc. They are constantly coming up with new ideas for advertisement to get consumers to see their product more in the world and to associate it with the good things in life.