The History of American Technology - Research Paper Example

?Running head: the history of american technology 21st November Introduction One of the key aspects that have shaped US economy is technology. Based on the developed technology that majority of the firms in US are using, the country has attained a competitive edge in the international market. As compared to other countries, United States adopted technology more than two centuries ago. Even though the technology at that time was not as developed as now, it was still significant in increasing the country production capacity. Coca-Cola Company is a US based company that deals with large types of brands. Some of the key brands that the company produces include Coke, Sprite, Coffee, Dazani, Coke Zero, Fanta and Sprite among others. Being headquartered in Atlanta US; the company operates in more than two hundred countries. One of the primary aspects that have made Coca-Cola Company to enjoy strong customer support is the use of effective methods of advertisement. John Pemberton was the pharmacist behind the invention of Coke brand back in 1886 and up to now the company still produces the same brands. Coca Cola is a brand that most of people prefer and have strong loyalty towards it. Due to its well organized market strategies and advertisements, the brand still survives and competes with other companies soft brands stiffly. The Coca-Cola Company always relies on extensive advertisement to market its brands thus making it to attain a competitive edge in the market. This paper seeks to discuss how advertising technology for Coca-Cola has evolved. Technology use in Coca Cola Company advertisements Coca-Cola Company has high value of technology not only in its production process but also in its advertisement strategies. The company realizes that based on the extensive use of technology by its competitors including Pepsi and Starbucks among others, the company has to emulate extensive technology in order to remain competitive in the international market. The company constantly changes, rebrands, and advertises the products in order to keep sales consistently high (Dev and Don, 2005). Since the start of social networking and the ability to stay inline with internet marketing, Coca Cola Company has invested heavily in new technology so as to further their brand awareness campaigns. Greener bottles Coca Cola Company introduced the technology of greener bottles and packaging and it was able to produce almost 2.5 billion products using less petroleum. The technology was successful and other companies were attracted to it since it was not expensive. One of the companies that borrowed the idea was Heinz which was known for food processing. The production of 2.5 billions represented four percent of the Coca Cola packaging and this makes billions of Coca Cola products to be exported globally each year. Social networking Coca Cola Company maintains good appearance in social networking sites like face book and twitter, attracting over 35 millions people in social networking thus effectively spreading the its new brands in the international market. Coca Cola Company have been campaigning, inviting people to play games to win its products. Through the use of the social networking technology, the company products always enjoy the support of young consumers who are technology savvy. Online advertising Coca Cola Company uses effective online advertising and this makes consumers to feel like the product is the only company dealing with soft drink beverage in the market. The company uses extensive advertisements on its websites that means that coca cola has a greater control in the market and this make the product to be top in market. Evolution of coca cola company advertisement strategies Coca Cola is among the best known brands in the world today. Dated back in 1886, the company used to offer free drinks to the customers as mode of advertisement. For instance, the company used marketers like Asa Candler to advertise its products and the budget estimate was about $12,000. Asa used items like painted wall signs, napkins, calendars, and pencils to advertise Coca Cola brands. Marketer Candler even organized for music hall performer which they used to create awareness of the company products to the potential consumers. Coca Cola Company also purchased space to advertise their brands in national magazines for the first time in1905. This made the company to get a lot of customers who used to read the national magazines though it was expensive they were able to stiffly compete with other beverages that were in the market. The budget estimate for advertising by 1911 was almost $1 million and this tripled the advertising cost (Kotler, 2011). The company brands were still the best beverages in 1911 compared to others but this was made possible due to high usage of technology to advertise its products. The company invested heavily in advertisement and back in 1920s Coca Cola Company added other advertisements strategy like the use of billboards and radio programs sponsorships into its advertisements strategy. In 1931 they used the Christmas day to take the attention of the citizens and this was the famous advertisement campaign that was conducted. The company further used television to advertise, this was done as away of wishing all the citizens of United States a thanksgiving day for their contribution of using the Coca Cola new brands in 1950. The company has been using different advertisements though not all marketing ideas have been working. For example, in 1986 there was a competition between the Coca Cola and Pepsi. The Coca Cola Company had to change the formula for coke for the first time which was about 99 years which made the company to introduce a new drink called the new coke. This did not work for the first time and having consumed a lot of funds while advertising the flavor, it resulted to negative impacts in the market that made the company to go back to its original recipe within 60 days. The Coca Cola Company until today concentrates on marketing of new brands, the chief marketing and commercial officers have allocated a budget of $4 billion for its marketing since competition is still high in the usage of soft beverages. Logos of Coca Cola Company The company trademark logo was created in 1886 and it showed a red and white graphics that represented the bottles, the man behind the logo was called frank Robison. In the 1970 a dynamic ribbon was added to the logo as apart of advertisement (Kotler and Keller, 2012). In 2003, Coca Cola Company added yellow and floating bubbles to the white bottle and this was part of the company real campaign. In 2006 the coca cola company removed all the enhancements and it came up with a new logo that showed bubbles coming out of the bottle. The bottom line of the coca cola company The Coca Cola brands up to date are widely used and they were ranked as the fifth in the list of 100 most valuable global brands. This improvement was due to the advertisements strategies that were used to make it sustainable in the market. The company key competitor Pepsi was ranked as number 68 globally and still is trying to come up with a mood of advertisement that can outdo their rivals. For more than a century now, the Coca Cola brands have managed to retain their popularity and coop up with time (Kotler and Gary, 2011). Packaging The coke barns, the major brand of the company was served as a drink in 1899, this made Candler to get motivated since one bottle was priced at $1. This made him to think of how he can come up with production of bottles in 1961. In collaboration with other designers hired by the company, they designed the bottle in a unique way to make sure that it could not be imitated by the competitors. They packed the brand in small amount of either 0.05 litters and as the year passed on, they increased the amount and they packed in half and 1 litter packets. Due to the consideration of environment, the designers came up with recyclable bottles that were made from plant based materials. They packed the company brands in white cans and the cans were supposed to be in the shelves for only 6 months but the can stayed in the shelves for another extra 4 months which meant that the consumers were going for the red cans instead of the white one. This made the company to change its bottle pack to the red cans. The packaging of 0.05 litters cans was abolished since they were not profitable and they had to use the advertising strategies so that they could convince their customers. Coca cola images Coca Cola Company uses different images to advertise its brands and this makes it more popular in the market. Coca Cola Company brands in 1895 were sold in every state and territory in the United States, and this was the same year that the company marketers began to use the images as an agent of marketing. The images used to advertise their brands were portrayed in all its bottles; for example, in the sprite the images were introduced in 1961. Sprite currently is sold in more than 200 countries and appears as the most preferred drink by many. The drink was ranked world wide as number three because of its quality taste that was always quenching customer’s thirst. The slogan they used still motivated people since it said that you should be true to whom you are and other will always obey you (Kerin, 2012). Use of banners as a means of advertisement Due to the stiff competition Coca Cola Company used any mean they could to advertise their products which were cut-throat competition from other beverages. They were using banners to attract the attention of people drawing funny clips that were advertising about the coca cola brands. The marketing managers and advertisement officials had to go to the states which the company brands were not used in large quantity and used banners to advertise. The Company has been criticized by many including human rights who said they violated human rights and upheld other unethical practices. A number of laws had been filled to the company as being monopolistic but had been dismissed by the court. Another issue is about the environmental issues that were announced that Coca Cola soft drinks were found with cancer causing chemicals to the individuals. Due to large amount of water usage, they have been accused of water shortages in some part of US and these forced farmers to close their plantation. The trademark has been used by many states of all type of beverages and food products that are consumed worldwide and this makes the company to get a lot of fund to keep it in the market, this is because they account for approximately 1.5 billions from the companies that use their trademark. This makes the company to be one of the most known sift drink companies adopting a monopolistic economic model in the United State. Coca Cola company have been funding movements that are fighting with chemicals manufactured foods and beverages. The campaign is labeling of foods that were from genetically modified products. They have been funding children home. Conclusion Due to extensive use of technology since its establishment, Coca Cola Company has made remarkable improvements in its advertisement strategies. Changing from the use of unclear adverts to the adoption of the current methods of advertisements such as use of digital adverts, the company has managed to crate a strong positive customer product relationship. Reference Dev, S and Don S. (2005). In the Mix: A Customer-Focused Approach Can Bring the Current. London: Sage. Kerin, A. (2012). Marketing: The Core. New York: McGraw-Hill Ryerson. Kotler, P and Gary. F. (2011). Principles of Marketing. New York: Pearson education. Kotler, P and Keller, K. (2012). Marketing Management. New York: Pearson Education Limited. Kotler, P. (2011). Marketing Mix into the 21st Century. Marketing Management 14 (1) 24-46. Read More