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Sport Marketing
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CONTENTS
About Coca Cola
Coca Cola VS. Pepsi
Conclusion
Characteristics of Coca Cola¡¯s Marketing
Possible Changes
Marketing Strategies
Sponsorship
Endorsement
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About Coca Cola
History
1866 First made by an American pharmacist
John Pemberton
1928 Became the official sponsor of the Olympic Games
1930 Official Sponsor of the FIFA World Cup
Symbol
The Red Color is a symbol of dynamic, strong image which suits Sports¡¯ feature of competitiveness & physical movement
The unique Contour Bottle is designed to be seen well in the darkness, and the curve symbolizes flexibility in sports.
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About Coca Cola
Products
Coca Cola is offering a range of products including coke
Which do you think is the product of Coca Cola?
Getorade
Lipton
Ų»çÀÌ´Ù
M¡¦(»ý·«)
|
rofit among the Official sponsors
The 2xxx South Africa World Cup
16% Increase in
Net Profit!
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Coca Cola with FIFA
The World Cup Trophy Tour
86 Nations, 94 Cities
Brand Exposure to 1,000,000 Consumers around the world
Fan Experience Day
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Marketing Strategies
Sponsorship
Endorsement
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Coca Cola with JORDAN
The Jordan Card
1998, Jordan¡¯s Heyday Coca Cola reported sales increase of 15¸¸?
Coca Cola takes 80% of Sport-drink Market share
BUT this was the only endorsement case found for Coca Cola!
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Coca Cola VS. Pepsi
Ambush Marketing
Official Sponsor
Of
Big Sports game
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Coca Cola VS. Pepsi
CoCa or Pepsi, Which company do you think was the official partner of Beijing Olympics?
60%
PEPSI ?!
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Coca Cola VS. Pepsi
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Conclusion
Characteristics of Coca Cola¡¯s Sport Marketing
Use of Sponsorship
Consumer Involvement
Stand