First of all, I have to admit that Coca Cola has done a brilliant job by applying such a innovative marketing strategy. Not only does it capture the attention of most people who live in Singapore, but it also encourages other companies to be creative/innovative in marketing their products as well.

They have well applied marketing mix strategy: promote their products through an innovative way that makes people happy and thus successfully implement a customer-caring/engaging brand image to the public; place their products in university to target for their major customer segment, and via their social influence they can attract more people. To me, I think that promotion would be the only element of the 4P’s that you can utilize your creativity in there. Every company is concerned about profit, except for non-profit organizations; however, Coke does well in hiding their evil side and in showing their customer/society caring side to the public.

You may notice that when you watch a movie at a cinema, there is the Coca Cola commercial, where a polar bear holds a bottle of coke and sing with his/her friends joyfully on the ice. At the end of the commercial, they have a message to the public that encourages everyone to be environmentally friendly and that their company is striving to protect these polar bears from global warming in action. Not only could this commercial help Coke implement a society-caring brand image, but it may also increase their revenue from having more loyal customers.

Last but not least, I remember just the past few months, I walk on the busiest street in Hong Kong and see a team of dancers holding a Coke and dancing on the street. It’s pretty fun to watch it. Not surprisingly, in such a hot temperature where every pedestrian was feeling thirsty, they would very likely be attracted by these dancers and would like to buy a Coke afterwards.