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arminsachse
IMDb member since June 2008
Reviews
The Cola Conquest (1998)
Name does not do it justice
23 June 2008 - 6 out of 7 users found this review helpful.
This is a must see for all marketing students. Should be called "The Power of Branding" Cola is simply coloured, flavoured and sweetened water, an unnecessary product but Branding made it into an Icon and an absolute life necessity.
This did not happen by an act of fate but was a fundamental marketing strategy by Coke marketing management. The product it self has not really changed unlike the electronic world, so physical features and benefits are not part of the marketing program but perceived social benefits certainly were.
Selling and gen admin represents over 40% of their revenue.
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