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Coca Cola Target Market Essays On Education

The Coca-Cola Company is steeped in history and tradition, where heritage is honored and values are respected. We are a global family of people working together to bring your family a wide array of beverage choices to meet your beverage needs every day.

We are honored that for over a century, we have been invited to be a part of your everyday lives; from your simplest routines to your social celebrations. You have trusted our products and brought them in to your home to be enjoyed by the whole family.

The Coca-Cola Company respects and supports your role as a parent and a caregiver. We also acknowledge that as an informed parent or caregiver, you are best equipped to make the right dietary choices for your children. We believe that by providing you with easy-to-access nutritional information both on our product labels and online, as well as providing you with portion control sizes for all occasions, you have the necessary tools to make informed choices. View product nutritional information for a variety of our products. Your guidance in helping your children make appropriate choices during the many occasions of their day, will enable them to make more informed choices for themselves in the future. Learn answers to children's health questions and the role of beverages.

The Coca-Cola Company is dedicated to offering safe, quality beverages, marketing those beverages responsibly and providing information consumers can trust. The Coca-Cola Company has always taken seriously its commitment to market responsibly, across the globe, across all advertising media, and across all of our beverages.

We have a global Responsible Marketing Policy that covers all our beverages, and we do not market any products directly to children under 12.  

The Coca-Cola Company will not place any of our brands' marketing in any media which directly targets children under 12, including television shows, print media, websites, social media, movies and SMS/email marketing. We define media that directly targets children under 12 as media in which 35% or more of the audience is composed of children under 12.  We are sensitive to the fact that children may also be watching other programs with their family, and we make every attempt to ensure that our advertising is appropriate for a general audience. We will not design our marketing communications in a way that directly appeals to children under 12.

The Coca-Cola Company’s approach to marketing is consistent with the International Chamber of Commerce Marketing & Advertising Code and its Framework for Responsible Food and Beverage Marketing Communication.  We support these guiding principles across our marketing communication.

As a global business, we respect and recognize the unique learning environment of schools and believe in commercial-free classrooms for children. We will not offer our beverages for sale in primary schools unless requested to do so by parents and caregivers or school authorities to meet hydration needs. In such cases, we will endeavor to meet those requests with a full portfolio of beverages, including water, juices and other beverages in both regular and low-calorie/calorie-free versions. Read our Global School Beverage Guidelines.

Our system also supports education programs for children in local communities throughout the world.  Where Coca-Cola has contributed to school construction, our company name will be stated simply to indicate funding support for construction, and not for the purposes of advertising.

Monitoring

We are in the process of ensuring that our associates are trained in the enhanced policy and providing heightened implementation guidance for our media partners around the world, including a comprehensive toolkit.

Monitoring is also an important area of focus. Currently we make use of the annual analysis conducted by Accenture on behalf of International Food & Beverage Alliance (IFBA), which measures how companies in the food and beverage industry comply with IFBA’s responsible marketing commitment, which is comparable to The Coca-Cola Company’s Responsible Marketing Policy.

In 2015, the Accenture report indicated that across the IFBA membership, this commitment was met in child-directed media 97 percent of the time in television advertising, 100 percent in print and 99.8 percent in Internet advertising. We acknowledge that Accenture’s work did not address every market where we do business, and we have more work to do in some countries.

We are currently working with a third party to develop a comprehensive program to help ensure that our global marketing consistently complies with our policy and that we continue working to achieve our goal.

In addition to supporting IFBA’s Global Responsible Marketing Policy, we are part of voluntary national and regional responsible marketing pledges covering nearly 50 countries. These pledges bring the global responsible marketing commitment to life locally and include local monitoring and evaluation.

Coca Cola: Marketing Strategy Essay

Coca Cola is a soft drink that was invented in 1886. In 1916, the Coca Cola Company began manufacturing of its most famous bottle. In 1928, the company’s president led an expansion plan of Coke overseas when he introduced the soft drink to the Olympic games. In the 1960s, the company expanded with the introduction of new flavors, while in the 1980s, Coca Cola focused on innovation and change. As the company’s presence grew globally, Coca Cola found a home in countries around the world.
South Africa not only is Africa’s biggest economy, coke is South Africa’s most admired brand name. Johannesburg’s up class shopping malls provide coke for drinks free. Coke is South Africa’s leader in brand awareness (Irwin, 2011). Coke’s success in South Africa has been due to its well-informed advertising and its involvement in local community life. City residents in South Africa are bombarded with Coke signs put up everywhere from shops, billboards, and roadside stands. The retail prices of the drinks are quite affordable to most middle-income earners thus attracting huge sales. Furthermore, Coca Cola has also taken the initiative to reach poorer South Africans in rural areas by initiating sports sponsorships, sports development, entrepreneurial developments, and education and scholarship projects (Irwin, 2011). During the late 1990s, South African advertising firms helped promote the soft drink to the townships of coke through linking Coke with Africa’s greatest passion: football. These initiatives helped cement Coke as an enduring symbol in South Africa.
Another country where Coke has a presence is India. Coke India has made consistent efforts in aligning its products with the India tradition and culture. The price range for Coca Cola products in India is affordable considering the quality offered by Coca Cola brands. Early advertising campaigns illustrated Coke as a relaxing drink, to be taken in the hot humid weather of India (Chamikutty, 2012). However, Coke India had to adopt the dual strategy of Jingles and Celebrity endorsements in order to fight off its rival Pepsi. The year 2003 established Coke India as a brand name with the “Thanda Matlab Coke advertisement” where they used celebrity film star Amir Khan. The word Thanda in Hindi takes on several meaning like cool, or refreshing. Coke India...

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