Academic journal article Asian Social Science

Brief Analysis of Sports Marketing Strategy Adopted by Coca Cola Company

Academic journal article Asian Social Science

Brief Analysis of Sports Marketing Strategy Adopted by Coca Cola Company

Article excerpt

Abstract

The process of sports marketing is to reincorporate resources of an enterprise and integrate the sports culture embodied in sports activities into products of the enterprise to realize adequate integration of the three aspects of sports culture, brand culture and corporate culture. This is aimed to arouse resonance between enterprise and consumers, form long-term special focus and interest among the consumers and facilitate the competitive priority of the enterprise.

On the international stage, quite a large number of brand enterprises come to be known well by people and become a brand of fashion and health in their eyes. Among the numerous brands, the author believes the sports marketing strategy of Coca Cola Company started earlier and its marketing method and mode is relatively peculiar, which deserves our learning and reference. The remainder of the paper is organized as follows. In the first section, it introduces the current situation of sports marketing. Then, in the second section, the importance of sports marketing on product publicity and the role of sports marketing are expounded and several modes of sports marketing are illustrated. In the following, the author makes selective analysis of the sports marketing strategy of Coca Cola. Finally, the author proposes his viewpoints and makes a conclusion.

Keywords: sports marketing, brand, Coca Cola, marketing strategy

1. Introduction

With the advent of the 2008 Beijing Olympic Games and the continuously up surging enthusiasm of the public in sports, "sports marketing" has become a strategy for multitudinous enterprises in their market promotion and setting up their brand image. Sports marketing are a kind of marketing campaign which promotes and popularizes products and brands with the carrier of sports activities. It realizes integrated communication by means of sports sponsorship, naming, inviting sports stars to represent as their product sportsman, product design that conforms to the sports culture and purchasing advertising. The most fundamental function of sports marketing is to reincorporate resources of an enterprise and integrate the sports culture embodied in sports activities into products of the enterprise to realize adequate integration of the three aspects of sports culture, brand culture and corporate culture. This is aimed to arouse resonance between enterprise and consumers, form long-term special focus and interest among the consumers and finally become a competitive priority of the enterprise.

2. The Role of Sports Marketing

Sports marketing are to reincorporate resources of an enterprise and integrate the sports culture embodied in sports activities into products of the enterprise to realize adequate integration of the three aspects of sports culture, brand culture and corporate culture. This is aimed to arouse resonance between enterprise and consumers, form long-term special focus and interest among the consumers and become a competitive priority of the enterprise. In marketing activities with the carrier of sports, the most common patterns include naming, sponsorship, and inviting sports image spokesman. The role is quite simple, just to improve the popularity, reputation of loyalty of a brand so as to achieve increase in the sales performance. In the meantime, as a kind of soft advertising, sports marketing has such characteristics as large amount of communication objects, broad communication scope and strong pertinence, etc.

2.1 Enhance the Brand Popularity of an Enterprise and the Brand Image

Sports are a cause which the entire human kind keeps eyes on. The tense and agitated occasion on the competition terrain and the struggling, enterprising and equal spirit exhibited are likely to get people's common approval. Sports marketing make effective integration of the common emotion of human kind with the ideas and cultural elements of corporate products or brands. This is aimed to enable consumers to appreciate some brand-new or more elements in the brand connotation of the enterprises, make both the public image and the brands of the sponsors more propagated and approved to a larger extent and help the enterprises establish a better social image and brand image. …

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