I need a response to these 2 classmates for my Marketing Class

1st response from Mary
 
Coca-Cola is one of the best examples of building a brand by creating customer brand evangelism. Not only do its customers enjoy the product, they buy into and connect with the story. As a corporation, Coca-Cola fully understands this and leverages its community by working with influencers, non-profits, and markets in communities directly. By understanding that in the digital age, brand communication is a two-way street, they can effectively lean into the idea of community created marketing efforts. Studies show that bringing emotion into anything will allow the human brain to document and recall information easier and have a stronger perception associated with the combination — which includes brand affinity assuming the emotion was positive (Tyng, 1). By highlighting emotional moments in campaigns (like the celebration of friends, reconnecting with family, and spending a day in an enjoyable way), they create this bond.
To achieve this, Coca-Cola uses many human-centric attributes (Kotler, 2). Two of which are physicality and emotionality. Physicality is expressed in the visual attributes of the brand itself: simple recognizable graphics, beautiful people, thoughtfully shot photography, and great graphic design all play a part in this trait. Emotionality is built through telling stories of human connection by sharing a Coke. Although they do partner with non-profits and push community initiatives, their Morality is in question with increased awareness of the health ramifications of the product itself. On the positive side, they don’t claim to be in the health and fitness category like some products (such as Gatorade) do.
I for one, am curious to see how Coca-Cola plans to market long-term despite the still-rising obesity and diabetes epidemic (Galvin, 3). As a sugar-packed product, they are only able to push a beverage that is inherently bad for you for so long when views on health and nutrition slowly evolve. Research on the Millennial generation shows that a staggering percentage of this group believes in daily (ie. lifestyle) healthy eating habits, which include ditching products like cereal and sodas, causing brands to shift offerings to focus on lowered sugar content or heightened macronutrients, like fiber (Yue,4). Even schools are beginning to embrace and apply a healthier menu in schools, including in-school gardens and meatless Mondays. Will the power of storytelling win? I guess only time will tell. 
References:

Save Time On Research and Writing
Hire a Pro to Write You a 100% Plagiarism-Free Paper.
Get My Paper

Chai M. Tyng, Hafeez U. Amin, Mohamad N. M. Saad, and Aamir S. Malik*. (2017). The Influences of Emotion on Learning and Memory. Emotion Science, a section of the journal Frontiers in Psychology

Kotler et al., (2016) Marketing 4.0. Gildan Media

Galvin, G. (2020). The U.S. Obesity Rate Now Tops 40%. US News.

Yue, F. (2019). How millennials eat: Are they killing beer, American cheese and canned tuna? USA Today.

Save Time On Research and Writing
Hire a Pro to Write You a 100% Plagiarism-Free Paper.
Get My Paper

2nd Response from Shamell
 Coca-Cola’s Storytelling
Coca-Cola uses real life stories that are current and relevant to the lives of the people who will ultimately purchase the product.  According to Kate Santore (4), they involve their fans in the story telling so that it creates a dialogue between them.  She notes that they use fan stories and lives so that it creates a real-life experience.
“A Good Feeling”
Coca-Cola creates “a good feeling” for buyers through ads that often place less focus on the soda, but instead on something that may make them feel good.  They have a wide range of ads that show people on beaches, with friends, or with family simply enjoying themselves in everyday activities.  In some ads, they may focus on a specific time of year such as Christmas.  One of their oldest ads is shown because it creates a sense of nostalgia for buyers and it makes them feel good to think about the coming seasons and time of year (3).
Kotler’s Six Attributes
The first ad I chose was “Coca Cola’s Brotherly Love.” The ad shows an older brother picking on his younger brother for most of the ad.  Then it shows the younger brother being picked on by a group of other boys and the older brother chases them away.  The younger brother sips the Coke and the younger brother makes him spill it on himself.  I got the message that no one else can pick on my brother except for me.  It, for me, hit an emotionality attribute because you get to see them bond over the Coke and see that the older brother really does love his younger brother.
The second ad that I chose is “For the Human Race.”  This ad is all about sociability and making people feel good during our current events and dealing with COVID-19.  The ad counters everything negative with something positive that truly helps people with being optimistic and treating one another better.  There is also a scenario for everyone because we are all experiencing the effects of this virus together.  It is completely relevant and relatable.
References

Coca-Cola Brotherly Love. (2016). Retrieved from https://www.youtube.com/watch?v=qdPXQLrueRg
For the Human Race. (2020). Retrieved from https://www.youtube.com/watch?v=qyYROCpfcs4
Pritchard, M. (2017). P&G: The reinvention of advertising. Retrieved from https://youtu.be/XhMVWzVXNNk
Santore, K. (2017). The sweet pleasures of Coca-Colas Storytelling. Retrieved from https://youtu.be/WwdGlE4jxKM

 

Fountain Essays
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Work with Us

Top Quality and Well-Researched Papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.

Professional and Experienced Academic Writers

We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.

Free Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.

Prompt Delivery and 100% Money-Back-Guarantee

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.

Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.

Essays

Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.

Admissions

Admission Essays & Business Writing Help

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.

Reviews

Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.

Reviews

Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.