BRotD - Entry 0208 VP of Marketing for Coca Cola

Best Reading of the Day

I find the structural outline of organization at Coca Cola to be an interesting view in to the changing landscape of marketing for national brands.  CMO.com has an interview with a VP over there:

http://www.cmo.com/articles/2015/4/8/cmocom-europe-interview-mark-elkins-vp-digital-sales--marketing-cocacola-enterprises-.html

Here is a snippet from that piece:

In a traditional marketing sense the split is pretty clear; The Coca-Cola Company leads above-the-line and we manage below-the-line. In a digital world it's a lot more complex.

We think about digital in five broad ways: The first is about using digital to encourage consumers to fall in love with the brand; brand digital engagement.

You have to take in to account digital in today's world and the 'Participation Age'.  They are attempting to account for the changing landscape and from what I've seen they are doing a pretty good job at it.  Doesn't mean they'll help their declining sales considering the issues with the products they sell but this is a solid approach.

Happy Reading,

J.W. Gant

Coca-Cola Launches Next Generation Loyalty

This story is a real eye-opener if you follow national brand CPGs and chain retailers, and is especially interesting for mobile and digital marketing specialists.

Coca-Cola is attempting to redefine loyalty programs with a revamped My Coke Rewards platform that features a bigger focus on mobile and suggests consumers prefer receiving perks and engaging with brands via bite-sized pieces of social media and personalized content over traditional rewards.

Here is the full story on Mobile Marketer:

http://www.mobilemarketer.com/cms/news/strategy/19750.html

Here is another snippet from that piece:

“Increasingly, CPG brands are following Coke’s lead in establishing direct-to-consumer relationships, to engage those who buy their products in a way that doesn’t alienate those who sell their products,” Bond Brand Loyalty’s Mr. Robinson [senior director of loyalty consulting and solutions at Bond Brand Loyalty, Toronto] said. “And consumers are responding – higher trust, higher willingness to share personal info with CPG brands, higher satisfaction with CPG brand loyalty initiatives.

“Joint value creation: good for CPG brand, good for retailer partners.”

Happy Reading,

J.W. Gant