Coca-Cola’s Public Welfare Marketing: Solving the Problem of Mismatch between Public Welfare Activities and Public Cognition

Citation

Wei, Junwen. (2018). Coca-Cola’s Public Welfare Marketing: Solving the Problem of Mismatch between Public Welfare Activities and Public Cognition. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

What is Cause Marketing, cause marketing is not a new concept which was used widely around the world, Cause-related marketing is a powerful marketing tool that business and nonprofit organizations or charity compaign are increasingly leveraging. American Express has launched cause-related marketing compaign in 1981, and the term of cause marketing has continued in usage since that time, which Coca-Cola considered the part of company integration strategy. The Coca-Cola Company has a clear long-term commitment to make every Coca-Cola business unit a local model corporate citizen, benefiting everyone in Coca-Cola. The return of society has won the recognition of more consumers. Coca-Cola has continuously expanded the brand’s reputation and popularity, which has made the company a long-lasting success in the past 100 years. Based on Coca-Cola’s “making cause marketing strategies effective compaign”, through case studies and interviews, we explored the low-matching behavior of Coca-Cola’s public welfare activities. Activities and consumer perceptions. The solution is proposed from the perspectives of packaging production design, recycling process design, incentive mechanism setting, promotion and promotion. Conclusion is that cause marketing is not a new concept, as it has been in usage and it is a very effective form of marketing.

Keywords:  Promotion, environmental protection, public welfare.

Coca-Cola’s Public Welfare Marketing: Solving the Problem of Mismatch between Public Welfare Activities and Public Cognition

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand