7 months ago

Bar Bat Mitzvah Magazine 2018

Coca-Cola Marketing

Coca-Cola Marketing MARKETING Don’t Market a Product, Market an Experience. Coke’s success is in marketing. Ultimately, Coca Cola’s success depends on one crucial factor which is that people want a Coke. Now, the reason these micro-entrepreneurs could sell or make a profit is that they have to sell every single bottle in their pushcart. They rely on Coca-Cola’s marketing efforts. What’s the secret to their marketing? Well, it’s aspirational. The product is associated with a kind of life that people want to live. So, even though Coca-Coal is a global company, the company took a very local approach. Coke’s global campaign slogan is “Open Happiness.” But, they localize it. They don’t just guess what makes people happy. They go to places like Latin America and realize that happiness over there is associated with family life. In South Africa, they realized that happiness is associated with community respect. Secret Formula After Dr. John S. Pemberton invented Coca-Cola in 1886, the formula was kept a close secret, shared with only a small group and never written down. As a publicity, marketing and intellectual property protection strategy, the company presented the formula as a closely held trade secret known only to a few employees. The exact formula of Coca-Cola’s natural flavorings (but not its other ingredients which are listed on the side of the bottle or can) is a trade secret. A popular myth states that only two executives have access to the formula with each executive having only half the formula. The secret formula is in a vault in a permanent interactive exhibit at the World of Coca-Cola in Atlanta. Differentiate Yourself By 1915, Candler was losing market share to hundreds of competitors. He launched a national contest for a new bottle design that would signal to consumers that Coke was a premium product that couldn’t be confused with some other brown cola in an identically clear glass bottle. The Coca-Cola bottle, called the “contour bottle” within the company, was created by bottle designer Earl R. Dean. In 1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new bottle for their beverage that would distinguish it from other beverage bottles. “A bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was.” Today, the contour Coca-Cola bottle is one of the most recognized containers on the planet...”even in the dark!” the torah says: Greater is the person who makes someone smile and feel good than the one who provides him with 134 Bar/Bat Mitzvah Magazine Source: From Melinda Gates’ speech View magazine at

In Memory of In memory of Gabriel Chehebar A”H I n memory of Gabriel & Nelly Ades A”H I n memory of Harry S. & Yvonne Tawil A”H I n memory of James & Victoria Betesh A”H I n loving memory of Shirley Sabbagh A”H We miss you every second of every day Love, Elliot & Erika Sabbagh & Family I n memory of Edmund Irwin betesh A”H & Joseph Betesh A”H I n loving memory of Patty Shabot A”H By Alan & Sara Shabot I n memory of Isaac Dana A”H By his children & grandchildren I n memory of Cheryl Shalom A”H By her family I n memory of Izak Hamra A”H By his son Ovadia Hamra I n memory of Sandy Yedid A”H By her family