Madeline (Maddie) Rubalcava
28 April 2014
In today’s marketing class, we discussed and analyzed an international flip flop company. That got me to thinking, what are some other international companies that we come into contact with on a daily basis and how are they marketing to such a wide audience?
Coca-Cola is a beverage for all occasions. Whether you see a polar bear drinking it in the middle of winter, or a group of kids enjoying the frosty drink on a hot summer day, Coca-Cola is always there. With over 7 billion individuals in the world speaking 6,500 languages, how does Coke appeal to everyone? With 2.3 million followers on Twitter, Coca-Cola puts their name out there in conversations daily. They average about 3 tweets per hour responding to their customers who have issues or want to simply thank the company for their drink. An interesting aspect is that even though as a customer, we do not know where their social media headquarters is located, they tweet in multiple languages. Receiving a tweet from such a famous company reflects the personalization values that Coca-Cola has. The company’s Facebook page also captures their character as their main statement on the page is, “The Coca-Cola Facebook Page is a collection of your stories showing how people from around the world have helped make Coke into what it is today.” They understand that without all of their drinkers, the company would not be anywhere and because of that they give back. Coca-Cola uses social media in their advantage. Although a company that large does not even need to advertise their product, they are doing an excellent job at it. By connecting with the customer and updating their pages constantly, Coke stands as a team of workers rather than robots.
A few classes ago, we watched a happiness commercial made by Coca-Cola. In the 2 minute video, a vending machine was giving more than just a bottle of soda. Individuals received arm fulls of bottles to share and even a 4 foot sandwich. Putting a smile on all of our faces in the class, and creating a warm feeling within our chests, Coke successfully created emotion within their audience. The video that I tagged in this post (America is Beautiful below) does the same. “America the Beautiful” is sung in different languages, with Coca-Cola as a common denominator in all of the clips. Coke brings together all of its customers, breaks down any language barriers they might have, and suggests that their beverage is the one for them and their families.