A presentation about the Internet Marketing Strategy of The Coca-Cola Company. Created by Venelina Darakeva in March 2013

1. Online marketing
strategy of
By:
Darakeva, Venelina
Marketing student in UNWE

2. • 1886 – John Pemberton invented the cola syrup and started to sell it
in Jacob’s Pharmacy for 5 cents per glass.
• 1887 – Frank Robinson, the bookkeeper of Mr. Pemberton, created the
famous Coca-Cola logo by his own distinct script.
• 1888 - Asa Candler bought the coca-cola’s recipe and established the
multinational company and thus became the first president of The Coca-
Cola Company.
• 1899 – the first coca-cola in a bottle.
• 1916 – the famous bottle of coca-cola is manufactured
• 1923– Robert Woodruff became the director of The Coca-Cola Company
• 1970 – Sprite and Fanta are invented.

3. History of The Coca Cola Company

4. Internet marketing of The Coca-Cola Company
• Content Marketing 2020
• “Creative excellence”
• “Content excellence”
• Social media
• TV ads

5. The Coca Cola Company’s
websites
• Websites
• Websites’ design
• Websites’ functions
• CMS
• Conclusion

6. Coca-Cola’s
websites

7. Web-sites in
Bulgaria

8. Internet ads of The Coca-Cola
Company
• Banners
• Video ads
• PR
• Social media’s ads

9. Banners
• Advertising for new brands – Coca-Cola Cherry
• Advertising for online games – Coca-Cola Zero
• Advertising for social, cultural and sport events

10. Games and other
promotional campaigns in
internet
Games for mobile phones
• “Coca-Cola Tapas”
• “Send happiness”
• “Expedition 206”
Online games
• “Polar Bears“ game
• Coca-Cola Zero Facial App

12. Happy App

13. Blog marketing of The Coca-Cola
Company
• The official blog section in Coca-
Cola’s website
• Coca-Cola’s conversation blog
• Bloggers
• Topics and discussions
• Blogs’ content

14. Online customers
What makes online coca-
cola’s users different
than the real ones?

15. Motivational factors
• Needs
• Perception
• Memory
• Brand’s capital
• Interest and knowledge
• Loyalty and individuality
What are the characteristics and features of the average
coca-cola’s online user?

16. Traffic
• Traffic – what is it
• How to generate traffic
• SEO
• Ads
• Social medias
• 8.6 million unique online users are identified for
the last three months from The Coca-Cola
Company

17. Marketing in social medias
Coca-Cola’s ideas:
• fish where the fish are
• keep fans first
Coca-Cola believes in:
• Online Social Media Principles
• Company Commitments
• Code of Business Conduct
Coca-Cola’s online speakers

18. Facebook
• Who created the page?
• Over 60 million likes
• Other pages
• Groups in Facebook
• Facebook apps of The
Coca-Cola Company

19. Twitter
• The Coca-Cola Company in
Twitter
• Profiles
• Tweets
• Publications
• The second promoted tweet
in the history of Twitter

20. Linkedin
• 199 600 followers
• “Open Happiness”
• Topics – B2B

21. Youtube
• over 100 000 videos
• 3 540 000 watches
• Professional and non-professional videos
• Fans’ videos
• Coca-Cola’s videos

22. Google +
• The Coca-Cola Company’s profile
• Coca-Cola Hangouts
• Brand pages
• One of the first organisations on G+

23. • The Coca-Cola Company in
Flickr
• Group – 6808 members
Flickr
• Photos and images : + 24 000
• Involvement and
engagement of users

24. Conclusion
Why The Coca-Cola Company has
chosen the Content marketing 5 reasons why Content 2020 is
over Creative marketing? successful:
Because the 30’s second TV ads is
no longer the king of advertising. Content 2020 is successful, because The
The social medias are the new
Coca-Cola Company understands the
channel that helps people to
connect with each other. The value of connecting with others by:
marketing has changed forever.
1. Create Liquid content
2. Linked the liquid content
3. Create Discussions
4. Dynamic Storytelling
5. Be Brave and Creative
• 70/20/10

25. Content 2020 ads – Save the Polar Bears