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Coke's Simple Sharing

10/6/2014

2 Comments

 
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People often buy gifts for others that they wouldn’t buy for themselves. Sometimes it’s because the items are too expensive to justify self-indulgence. Other times they’re things we don’t like or want for ourselves, but we rationalize the tastes of the gift recipients: “they’ll probably like it.”

So, what gift-giving motivation has been behind the success Coca-Cola’s “Share a Coke” campaign, which is credited for a 2% increase in the company’s U.S. cola sales?

First it’s important to acknowledge that despite a shrinking U.S. market for colas, many people do still like to drink Coke’s cola products.  For some people, therefore, a Coke is an appreciated gift. Also, a personalized gift of most kinds tends to be liked because it plays to our vanity. In fact, the success of the Share campaign may have been driven as much by ego as by generosity, i.e., people buying cans and bottles with their own names, for themselves.

A decade-long decline in Coke sales also suggests, however, that some gift-givers have been rationalizing—“I wouldn’t buy a Coke for myself, but Tyler will like it because his name is on it.”

So, does “Share a Coke” represent Mindful Marketing? Probably not.

To encourage gift-giving of something small and personal that might brighten another’s day is a noble thing, so in that sense it upholds societal values.

The program, however, never had long-term potential, which Coca-Cola knew. It doesn’t take long for the novelty of giving or receiving a personalized Coke to wear off, especially if people don’t like sugary, high-calorie beverages to begin with . . . that’s the much bigger issue, which the program did not address.

“Share a Coke” does uphold societal values (i.e., generosity), but by creating no real, long-term stakeholder value, the program must be called “Simple-Minded” marketing.

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2 Comments
Cameron Shirk link
12/10/2014 12:34:04 pm

When reading this article , it was quite interesting to see that sales for coke increased 2% for putting your name one a coke bottle to either give to someone or just put your own name on a bottle or can. Honestly, I think it is awesome, if I was a coke drinker and someone gave me a coke bottle with my name on it I would be pretty stoked, I also, probably think the coke tasted better because it had my name on it. I would also keep the bottle as well just to say I have a bottle of coke with my name on it. I think its a great idea to give as a gift because people like recognition or have there name on things. But I can see that it does create any a long term stakeholder value and it is a simple minded marketing strategy but still a real cool idea that I would take part in.

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hire dissertation writers link
3/25/2018 01:05:45 pm

From these theme of coca cola there is majority which has been excited to get while sharing their happiness with others. I really like to say that it has been a great thing to express your feeling.

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