Nowadays, Coca-Cola company is still a dream. This 1889's company, worldwide, well-know, survived and moreover it is still developing its products to increase of course its markets shares and its sales.
Coca-Cola is a model for entrepreneurship because for its capacity to survive, to be worldwide and of course for its turnover. The history of Coca-Cola covers almost 120 years and it is complicated to select a period to describe the advertising.
But the World War II is a specific period. Lot of victims, of destruction, of restrictions but as well is a hinge period in the Twenty century history. After the War, Europe received US money trough the Marshall Plan for building and developing Europe.
The goal of this assignment is to analyze how the advertising of Coca-Cola during the period of 1938 and 1952 reflected the World situation but as well the change of the customers' behaviors.
[...] For example, the Nationalism is one of the political ideologies for the U.S. citizens and this value appeared in the advertising. Sales promotion has for goal to attract attention and offer strong purchase incentives. That is why Coke did with the soldier promotion the Coke bottle for 5 cents. It was a strong pull appeal to the product. Public relation: Coke put in place a strong relationship with its customers. It did that with different kind of forms like forms: news stories, news features, events and sponsorships. [...]
[...] Coca-Cola understood that quite well and introduces the abundance topic in its commercial. The topic of abundance arrived in 1949 with the advertising on the right side. That shows a continuity of Coke bottles and in the same time the customer is able to see the mechanization of the production. Because in the backward, it has a Coke industry. New expression cams, the trust for a product. It is clearly the opening of the consumption period with competition. Before the WWII, the customer had not so much choice and after the WWII they had new purchase behavior. [...]
[...] So the objectives for Coca- Cola were to prove that Coke is the perfect beverage for fine dishes. The European beverage for eating is wine or beer also the soft is not very common during the meal. So Coca-Cola Company had to demonstrate in their advertising that Coke could be a substitution beverage to the wine or beer. That is the reason that the advertising in the middle associate good food with the bottle of Coke but in the same time the abundance of food and Coke show clearly that it is an After-War period commercial (1951).The population needed to have enough after a long restriction period. [...]
[...] In the same time, Coca- Cola Company sponsored kind of events like the Olympic Game of 1936.Of course; this point is debatable in an ethical issue. Direct marketing: The direct marketing did not exist but we can imagine that the cover of the Time Magazine could be a direct marketing campaign. That is the only time that a product made the cover of the Time magazine. Select the message delivery systems or media During this World War II period, television did not exist so the media were radio and label. [...]
[...] In 1943, during the World War II, Technical Observes are sent to operate bottling plants overseas; they supervise the shipment and operation of 64 complete bottling plants that will distributed over 5 billion bottles of Coca Cola to American troupe. In 1947, a new sleek look for Coca-Cola fountain dispenses, created by a formed industrial designer, is introduced. In 1950, Coca Cola become the first ever product to appear on the cover of Time Magazine. Determine the objectives and measurement standards: The Coca-Cola Company set up a couple of objectives to put in place is vision to be a leader of the beverage market. [...]
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