| Abstract | Kroz povijest, a ponajviše tijekom 20. stoljeća mnoge kompanije su nastojale doprijeti i utjecati na svoje potrošače. To su nastojale na mnogo načina, od usmene predaje, billboarda, kupona, razglasa, radija, novina, televizije do naposljetku interneta.
Danas u 21. stoljeću, živimo u dobu informacija i digitalija, a društvene mreže su preuzele glavnu ulogu u komunikaciji s potrošačima, izgrađivanju brenda i marketingu kompanija. Utjecaj društvenih mreža je velik i značajan. Svjetska populacija svake godine postaje sve mlađa i mlađa, mijenjaju se tržišta, potrošači traže nešto više od običnog marketinga, traže dodatnu vrijednost brenda kako bi mu vjerovali.
U toj priči dolazimo do Coca-Cola kompanije i njezinog simbola bezvremenske Coca-Cole Classic. Kada čujemo riječ Coca-Cola u našim mislima se interpretira mnogo asocijacija. Neke od asocijacija su da je Coca-Cola svjetski poznati brend, najpoznatije piće, klasik, proizvod s obiteljskim i blagdanskim duhom, brend s prepoznatljivim kampanjama i marketingom.
Te nam asocijacije, daju naslutiti da se radi o svjetskom lideru u području bezalkoholnih pića te jednom od top pet najprepoznatljivijih brendova u svijetu.
Coca-Cola je danas prepoznatljiva po svojim kreativnim kampanjama, idejama, borbi za očuvanje okoliša i inovacijama, a jedan od razloga za to je efikasna upotreba društvenih mreža i online marketinga općenito. Od svojih početaka, Coca-Cola je bila simbol upotrebe marketinga i njegovog utjecaja na pridobivanje vjernosti potrošača.
U ovom ćemo radu prikazati kako se Coca-Cola razvijala kroz povijest, kako je postala sinonim za uspješan marketing, kako koristi društvene mreže te kako je digitalno doba utjecalo na kompaniju. |
| Abstract (english) | Throughout the history and especially during 20th century companies were trying to reach and influence customers. Firstly, they have done it with different strategies from word of mouth recommendation. Later with billboards, coupons, proclamation, radio, newspapers, TV and last but not least with the internet.
Today in 21st century, we are living in the age of information and digitalisation thereby social media have taken a major role in the communication with customers, building the brands and in the company's marketing. Thus, influence of social media is very important and significant. World population is becoming every year younger and younger, market is changing, and customers are looking for something more than a regular marketing. Furthermore, customers are looking for added value of the brand in order to trust the brand.
Little by little, we are coming to the Coca-Cola Company and its symbol- timeless Coca-Cola Classic. When we hear the word Coca-Cola in our thoughts we interpret many associations. Some of the associations are that Coca-Cola is world recognised brand, the most famous drink, classic drink, product with family and holidays spirit and a brand with recognised campaigns and marketing.
These associations are giving us hints that we are dealing with the world leader in the domain of non-alcoholic beverages. Moreover, it is one of the top 5 most popular world brands.
Coca-Cola today is recognised by its creative campaigns, ideas, support for environment and innovations. In addition, one of the reasons for that is effective usage of social media and online marketing in general. From the beginnings, Coca-Cola was the symbol of marketing usage and the influence on customers and their trust.
In a nutshell, in this paper, we will observe how Coca-Cola developed through the history. Moreover, how it became the synonym for successful marketing, how the company is using social media and how digital age influenced the company. |
