In the first module of the course we explore the historical development of marke

Question

In the first module of the course we explore the historical development of marketing. Just as marketing has evolved as a discipline, brands have evolved throughout its existence. For this learning activity, it is a selection that has been on the market for more than three decades. Then, it was an investigation of how its evolution has been over the years. A good starting point is your graphic identity (logo, colors, etc.) and your advertising.

Write an analysis of the evolution of the brand (in Word format), answering each of the following questions:

Describe briefly and in your own words the selected brand. (Coca-cola)

1. What is your marketing philosophy? Explain

2. What has been the evolution of the brand? Explain

3. What social and cultural elements do you have integrated into your graphic identity and your advertising?

4. Is evolution related to the brand, its history and its values? Explain

Explanation / Answer

1. The marketing philosophy of coca cola is focused on enhancing its brand value and sales by capitalizing on the emotional experiences of the consumers. These emotional experiences can be happiness, optimism and hope. The company totally banks on the doctrine of emotion-based marketing strategy.

While devising the marketing strategy, focus is kept on maximizing the shared values of the company as well as the stakeholders involved. Constant collaboration with consumers is done to establish the link between brand value and customer value.

2. From 1886 to 2018, the evolution of the coca cola brand has been humongous over the period of 132 years. The transition from selling 9 bottles a day to selling around 19500 bottles every second, speaks for the evolution of the brand itself.

In the span of 132 years, the logo of the brand has changed many times. The tagline of the brand also tried to capitalize on the emotional experiences of the consumers. The most famous taglines for the company have been: “Keeping it real”, “Open Happiness” and “Taste the Feelings”.

The packaging of the bottle has also evolved over the years. The designing of the bottles is done, keeping the funda of distinctness in mind. The manufacturers want the design of the bottle to be as such that even a blind person can recognize it.

3. The company has always tried to integrate the social and cultural elements in its branding strategy. The taglines of the company have always been a hit among the masses. The consumers can feel the connection with the company, through its taglines. Its basic strategy to attract consumers is “think local, act global”. This philosophy has made coca cola, a global cultural brand. Even the music played in the advertisements of the brand, caters on the local cultural element.

4. The evolution of the company can be clearly reflected in the change of the packaging and visual appeal of the brand but the structure and business philosophy has remained unaltered. The structure and business philosophy is based on the foundation of the idea with which, coca cola was launched, i.e. to provide a refreshing drink for everyone in the family. This business value is still intact and forms the foundation of the Coca cola empire.

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