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Coke with marketing 3.0

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Thitirat Thongcharoensukchai
Thitirat Thongcharoensukchai

The good case which analyze what Coca-Cola've done and adopt to Marketing 3.0

MarketingNegóciosNotícias e política
1 de 26
with marketing era
Comparison of Marketing 1.0 2.0 and 3.0 Marketing 1.0 Product-centric Marketing 2.0 Consumercentric Marketing 3.0 Value-centric Objective Sell products Satisfy and retain the consumer Make the world a better place Enabling Forces Industrial Revolution Information technology New wave technology How marketers see the market Mass buyers with physical needs Smarter consumer with mind and heart Whole human with mind, heart and spirit Key Marketing Concept Product Development Differentiation Values Company Marketing Guidelines Product specification Corporate and product positioning Corporate mission, vision and values Value Propositions Functional Functional & emotional Functional, emotional & spiritual Interaction with consumers One to many transaction One to one relationship Many to many Collaboration
The Evolution of Coca-Cola
1 Happy Mission 6 P’s Visions 5 Behaviors 7 Values
Company Mission To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.
PRODUCTIVITY Be a highly effective, lean and fast-moving organization.
5 Behaviors • • • • • Live Our Values Focus on the Market Work Smart Act Like Owners Be the Brand 7 Values
1.Beverage Benefits 2. Active Healthy Living 3. Community 4. Energy Efficiency and Climate Protection 5. Sustainable Packaging 6. Water Stewardship 7. Workplace
“We're in the business of spreading smiles and opening happiness every day all across the world. We know we might not change the world over night, but if we can add just a few smiles to the world then we've done our job.” Social Consumer Supplier Employee Customer
Consumer Healthy Product
Social & Employee “Coca-Cola - Every Bottle Has A Story: Japan” CSR
Social CSR
Social CSR
Social CSR
Social Content 2020 Seminar
Expressions in Real Life Going beyond TV & Print Coke finds additional ways to deliver happiness to the world
Consumer Packaging
Consumer Advertising & Activation
Consumer Advertising & Activation
Consumer Advertising & Activation
Brand Integrity “LIVE Differentiation) Positioning) POSITIVELYTM ” 3i Company Vision Brand) Coca-Cola Sustainable Growth
- … LIVE POSITIVELY … TM … 6P (Sustainability GRI Report) Sustainability KPI - People - Portfolio - Partners - Planet - Profit - Productivity LIVE POSITIVELYTM - World’s Best LIVE
Thank You Credited : Facebook of A’Kitti MBA: Thammasat Businesss School

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Coke with marketing 3.0

Notas do Editor

  1. http://news.voicetv.co.th/business/77120.html
  2. http://www.youtube.com/watch?v=ueFh_waqzxk
  3. http://www.coca-colacompany.com/sustainabilityreport/me/active-healthy-living.html#section-delivering-on-our-commitments-in-2011http://www.marketeer.co.th/marketeertoday_detail.php?marketeertoday_id=4318http://www.arctichome.com/showLBE.do?id=arcticHome&type=pillar&size=3&exp=html&
  4. http://www.coca-colacompany.com/sustainabilityreport/me/active-healthy-living.html#section-delivering-on-our-commitments-in-2011http://www.marketeer.co.th/marketeertoday_detail.php?marketeertoday_id=4318http://www.arctichome.com/showLBE.do?id=arcticHome&type=pillar&size=3&exp=html&
  5. http://www.coca-colacompany.com/sustainabilityreport/me/active-healthy-living.html#section-delivering-on-our-commitments-in-2011http://www.marketeer.co.th/marketeertoday_detail.php?marketeertoday_id=4318http://www.arctichome.com/showLBE.do?id=arcticHome&type=pillar&size=3&exp=html&
  6. http://www.youtube.com/watch?v=ueFh_waqzxk
  7. ปี 2002 เริ่ม Shift จาก MKT 2.0 เข้าสู่ 3.0
  8. https://www.marketingoops.com/ads-ideas/video/coke-roll-out-happiness/
  9. https://www.marketingoops.com/ads-ideas/video/coke-roll-out-happiness/
  10. https://www.marketingoops.com/ads-ideas/video/coke-roll-out-happiness/http://www.youtube.com/watch?v=qnlFc6SPgWUhttp://adage.com/article/creativity-50/coke-s-mildenhall-schunker-spreading-happiness/235864/#comments-103584
  11. https://www.marketingoops.com/ads-ideas/video/coke-roll-out-happiness/http://www.youtube.com/watch?v=qnlFc6SPgWUhttp://adage.com/article/creativity-50/coke-s-mildenhall-schunker-spreading-happiness/235864/#comments-103584
  12. http://www.coca-colacompany.com/sustainabilityreport/
  13. http://www.coca-colacompany.com/sustainabilityreport/