Coca Cola targeting Female Audience?

I heard that Coca Cola knows exactly what their sales increase amount will be as a result of a new marketing campaigns, before even lunching it.

It makes sense. After decades of being in the market, their ROI should be very well known. It teaches you a lesson right there and then: always take note of results of your campaigns, so you can have historic data.

Also, on the topic of Coca-Cola and sales, I’ve noticed a growing interest in the female market with these two new campaigns, lunched at more or less the same time:



You see why this is a female oriented ads, right? Well, first there is always a guy (main character or narrator), and than there are girls who are supposed to represent target groups. In the ad you can see at least one girl that suppose to represent a part of their target group (the biggest  target group is represented by the girl in closer to front and center). In this respect, guys in the ads are not there for target group determination.

What is also interesting is that these two campaigns advertise Coca Cola Zero and Coca Cola Light. The difference between these two products I don’t understand. Why Coca Cola decided to have two of the same (similar) products? And why are they promoting both the products at the same time?

The only reason I can even guess to have Coca Cola Zero and Coca Cola Light is best described by this Futurama moment:

Translating into socially acceptable or scientific term, this last video can teach us that by increasing amount of choices, the overall sales amount will also increase (which is consistent with the theory).

Do you agree that these two campaigns are female oriented? Leave a comment.


Lobbying – Senior Level Marketing

Pepsi Cola bribeImagine, you are a large Multinational Corporation (MNC) expert in a specific field. You are a portfolio brand holding brand of all sizes and specializations in the field that I just referred to. You hold 40+ % of the market. Your marketing budget is +100M (million) euro / dollars. What do you do?

Well, all this criteria and qualifications are necessary to say that you are not going to do things conventionally, and one thing you are probably going to look at is Lobbying.

Lobbying is an act of attempting to influence decision making of officials of government or other people responsible for regulation and legislation in a specific sector (which in the case of our imaginary firm is its specific field of its work). Lobbying also applies to hiring of the people who will be responsible for these legal aspects.

Lobbying is not illegal practice, if done publicly and within law, but for obvious reasons it has some controversy related to corruption and serving own interests, to the interests of the public. Lobbying might not be only done in a form of a bribes or other financial adding ways like presents and invitations to expensive VIP events, but also in non-monetary ways like arranging a meeting.

There are 12.000 estimated and registered lobbyists entities registered during 2012, companies like MNC Coca-Cola, which is reported to have spent over 9M$ dollars in 2009. This is nothing if you compare to firms like Patton Boggs LLP, which is estimated to have spent 452M$ between 1998 and 2012.

2012 US elections was one of the biggest and most openly accepted lobbying event in recent years. Top 5 lobbyists during these elections, by sector, are:

1) Finance, Insurance and Real State groups (640$M)

2) “Other” (540$M) – Individuals or parties that don’t belong to specific groups (usually people, not companies)

3) Miscellaneous Businesses (350$M) – e.g., manufacturing, textiles, consumer retail goods, gambling and tourism.

4) Ideology and Single Issue groups (320$M) – focus on a single-issue area such as abortion, the environment, gun rights or foreign policy.

5) Health institutions (250$M)


Lastly, the conventional wisdom holds, you don’t need to be rich to be powerful, you just need to be well connected.

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Words to describe a product

Thumb up“Fresh”. What do you think about when you hear “fresh”? More than fresh cloth after washing machine, I want you to think about brands.

Fresh could be Coca-cola or any other soft-drink from that category, such as RedBull, etc.

Specifically, though, when I hear “fresh” I don’t think of Redbull, although it is “best served cold”. SO, what word than you think when you think Redbull? Energy, extreme sports, …

Well, I found a great word that people don’t often build associations around, because it is very specific: “Exchange”. Of course when you think of “exchange” you think of finance world, and there you can’t find any drastically new products nowadays, associated with exchange. So it is a hard word to use, and it represents something solid, that exists already for some time, something that has to do with the power of money. Still one company managed to use it.

I am referring to an NGO (Non-Governmental Organization) Global Exchange. What they do is important, but of little importance for this post (save the world, in three words), but the association they create is powerful.

Just think about it. “Exchange” we already defined. “Global Exchange” is a company dedicated to make a world a better place, and while the money is not specifically a good association for Global Exchange, power is a good association even for non-profit organizations. For example, if Global Exchange is to ask you for money, than they are asking it from a perceived position of power; if you are to look up “Exchange” online and you will see this NGO, you will immediately remember that finance is not only about making money, but also about giving money, and what is closer associated to money than finance?

I won’t go any further into the debate about associations, but I do want to leave this idea planted in your mind that there are words out there that are very strong, but underused. If you sell cars, you don’t have to only use industry overused words, but you can get creative and position yourself differently from others.

In the end, people don’t only buy products, but also ideas behind these products.

(For more information about associations check Associative Network Theory)