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Guide Enduring Success: What Top Companies Do Differently

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At over a century old, Coke remains an industry leader both in product sales and marketing.

What Can We Learn from Coca-Cola’s Global Marketing Success?

Despite having grown into a massive global industry with innumerable products, Coca-Cola has never strayed from its timeless and basic ideals. Throughout the decades and multitudes of marketing campaigns, Coca-Cola has remained consistent when communicating one strong and effective message: pleasure. Despite its status as a global icon, Coca-Cola understands that it has to find a way to speak to consumers at a more personal, localized level.

This campaign is the perfect example of effectively applying a localized positioning strategy to a global market.

THE TOP TEN REASONS WHY BUSINESSES AREN’T MORE SUSTAINABLE •

Social media is one of the fastest-growing tools for effective international marketing , giving companies the ability to reach consumers on a worldwide level through a single platform. Besides being an effective localization strategy, the Share a Coke campaign also successfully utilizes social networks to engage consumers and prompt them to share their Coke experience with others. According to the Wall Street Journal , there were over , posts about the campaign in just one month after it launched in the United States.

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With thousands of different products and packaging designs that vary among regions, a global marketing plan focused on the products themselves would be challenging to manage. Instead, Coke aims to sell consumers the experience and lifestyle associated with its brand.

For example, Coke recently unveiled a new packaging campaign where they individualized 2 million bottle designs. So, what can we learn from Coca-Cola when it comes to building a successful global brand?

A synthesis of scientific studies, practical experience, and numerous conversations with successful entrepreneurs and senior executives, the results of the project are discussed in order to direct readers' attention to those levers that can help companies create, maintain and strengthen a competitive edge. Examples of successful companies and interviews with senior executives give insights into the secrets of success of top performers.

Matzler, K. Emerald Group Publishing Limited.

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