When it first came out, everyone called him a cocaine “potion”. When the calendars came from 1886 to 1929, it was a carbonated drink that everyone knows. When we look at it today, Cola is a beverage that consumes 1.9 billion portions in 200 different countries. Coca-Cola, on the other hand, is a very large company that has become a world property. So how did he become this?
David Butler, Vice President of Coca-Cola innovation and entrepreneurship, links this to the 7 key marketing strategies used. Now let’s move on to those strategies.
1. The recipe was kept like a big secret for years
In Coca-Cola’s recipe, cocaine was used until 1903, after which cocaine was removed from the recipe. The recipe remained the same until “New Coke” came out in 1985. He constantly tried to copy this recipe in the market. This competition greatly increased the reputation of Coca-Cola.
2. The logo can keep up with all ages
The logo, written in Spencerian font used by accountants in the old times, would make Coca-Cola different from its competitors. The logo has been standardized since 1923, although the packaging has changed over the years, the logo has remained the same.
3. The big secret in the bottle
In 1915, all cola brands used glass bottles of the same design, and they made a difference. It was necessary to take a step to highlight Coca-Cola. It was decided to design a new bottle to make the product both higher quality and more noticeable. Thereupon, a competition was held in the country. The Root Glass Company won the contest and the bottle of cola was also iconic.
4. There were also rules to sell Coca-Cola
The Trust company of Ernest Woodruff bought Coca-Cola in 1919 and argued that certain standards should be developed to maintain quality. He decided to serve Coca-Cola at 2 degrees. The company sent sellers to retailers and said that the drink should never be served above 4.5 degrees. This standard made Coca-Cola more valuable than its competitors.
5. Sales price remained the same for 70 years
One bottle of Coca-Cola was only 5 cents from 1886 to 1959. For almost 60 years, this price has never changed and remained at the level of 5 cents.
6. Created its own world
The company wanted to create an image that the consumer would like to identify with the brand. Firstly, it launched a mass coupon initiative that envisages 10 percent of all products manufactured from 1887 to 1920 free of charge. In this way, brand awareness would be created. At the same time, Coca-Cola posters were given to retailers as a promotion, while consumers were given watches and calendars.
7. It grew and progressed with the dealership model
Butler; “The Coca-Cola company is not a unified company, it is a system of small companies,” he says. It is important to design appropriate for this system, but when it comes to growing, there is no other system that contributes to growth as much as this system.”
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