Coca-Cola is known for sponsoring major events such as the Olympics, World Cup, and Super Bowl. The company's guerrilla marketing tactics involve creating engaging content around the event to build brand awareness and connect with customers.
Guerrilla marketing campaigns are memorable and unconventional by nature and show the ability to leave a lasting impression on consumers. With a successful campaign, buyers are left amazed, impressed, and wanting to learn more about the product and/or service. This marketing strategy helps with brand recall.
Integrated Marketing Communications: Coca-Cola employs diverse marketing channels to reach its target audience. The company utilizes television commercials, print advertisements, outdoor billboards, digital marketing, social media, and sponsorships of major events and sports to maximize brand exposure.
As many companies grow, they scale back on ads once consumer recognition is achieved; not Coca-Cola, though. The brand has continued to aggressively invest in marketing, spending around 10% of its total revenue – around $4 billion today – on commercials, sponsorships, print ads, and promotional merchandise.
What companies use guerilla marketing? Different companies use guerilla marketing tactics. Big companies such as Red Bull, Sony, Coca-Cola, Domino's, Oreo, and Pepsi continue to use guerilla marketing to market their products and services as they are impactful, cost less, and effective.
Guerilla Marketing Example - Coca-Cola Happiness Vending Machine
What is an example of Coca Cola guerilla marketing?
One of Coca-Cola's most successful guerrilla marketing campaigns was the Share a Coke campaign. The campaign encouraged customers to find bottles of Coke with their name on them or the names of their friends and family, and then share photos of themselves with the bottles on social media.
Many people believe that guerrilla marketing campaigns border on being illegal, but in most cases, they're perfectly legal. The aspect of these types of ads that leads people to believe that they're illegal because they're so over-the-top in many cases.
Few companies can boast the tremendous success and growth that The Coca-Cola Company has enjoyed for over 135 years. This accomplishment can be attributed to industry-leading advertising, innovation of their products, and delivering a positive brand message.
What was Coca-Cola most successful marketing campaigns?
The "Share a Coke" campaign was a resounding success for Coca-Cola, leading to increased sales, brand engagement, and social media buzz. It demonstrated the power of personalization, emotional connection, and user-generated content in creating a memorable and impactful marketing campaign.
This large budget and implementation of a global marketing strategy allow Coca-Cola to gain a competitive advantage through targeted marketing. Its spending and strategy help it successfully introduce new products into the global marketplace and increase brand awareness and equity among consumers worldwide.
Coca-Cola doesn't need to promote its brand in the same way that most companies do anymore. Being a iconic household name, the beverage giant is leaning more toward experience-based marketing.
Coca-cola effectively uses a low pricing strategy a lot to penetrate new markets that are very price-conscious. They set the prices around the same level as the competitors to enable Coca-cola to be distinct but affordable. They do this to beat the competition on price and raise the awareness of the Coca-Cola brand.
While several recipes, each purporting to be the authentic formula, have been published, the company maintains that the actual formula remains a secret, known only to a very few select (and anonymous) employees. The recipe for Coca-Cola remains a closely guarded trade secret.
One of the biggest con for Guerrilla marketing is the risk of failure. You can design a very innovative concept, but if it does not appeal to the masses, it will result in a failure. Although the failure does not create a major financial dent, it is an effort that yields no results.
Guerrilla marketing helps marketers engage with customers in a unique and cost-effective way. The idea behind such a strategy is to leave a lasting impression and create hype around the products or services.
Traditionally, guerrilla warfare has been a weapon of protest against alleged wrongs imposed on a people by a foreign invader or ruling government. Guerrillas may operate independently or complement orthodox military operations.
Almost one third of the Coca-Cola Company's total revenue was generated in North America in that year, making it their most lucrative operating segment by far.
Coca-Cola has long held the top spot in part due to its strong brand portfolio and record of sales growth. But PepsiCo's food business, including Lay's potato chips, Doritos and Quaker oatmeal, has become a key differentiator.
In 2016, Coca-Cola launched the "Taste the Feeling" campaign. The campaign was designed to be a global campaign that would unite all Coca-Cola brands and bring back the focus on the core product, Coca-Cola. The campaign's slogan was "Taste the Feeling," and it was designed to make people crave the taste of Coca-Cola.
Here lies the Coca-Cola marketing mix where it focuses on the four essential elements as parts of a comprehensive marketing strategy. It includes price, product, place, and promotion which will be discussed in the next chapter of this article.
Going into its 2023 financial year the company will look to “up [its] game” and build on the model, deepening relationships with consumers through initiatives like digital experiences. It is also leveraging data insights to better understand its consumer and segment its market.
Guerrilla marketing is different from traditional marketing in that it often relies on personal interaction, has a smaller budget, emanates from an original idea to engage the target audience, and focuses on smaller groups of promoters that are responsible for getting the word out in a particular location or locations ...
Jeannie Levinson, is the Co-Founder and CEO of “Guerrilla Marketing International, “The Guerrilla Marketing Association” & “The Guerrilla Marketing Business University.”
A Guerrilla Attack Strategy (also known as guerrilla marketing strategy) is where a series of small attacks are carried out against a company to dislodge it from a market position.
