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Coca-Cola, Popular Music, and the FIFA World Cup
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Reference: IVEY-9B16A045-E
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Year: 2010-2014
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Number of pages: 10
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Geographic Setting: United States; South Africa; Brazil
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Publication Date: Sep 30, 2016
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Fecha de edición: Sep 30, 2016
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Source: Ivey Business School (Canada)
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Type of Document: Case
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Industry Setting: Arts, Entertainment, Sports and Recreation;
Description
The Coca-Cola Company (Coca-Cola), the brand that “taught the world to sing,” was widely considered to be the leader when it came to music marketing. The 2010 and 2014 Fédération Internationale de Football Association (FIFA) World Cup games provided an ideal backdrop for analyzing Coca-Cola’s success in music marketing. While the company’s marketing approaches were similar in both World Cup games, they differed in their delivery and results. In 2016, in the face of new competition in the music marketing space, namely from Pepsi, FIFA, and even Coca-Cola itself, the company needed to lead the way with the ultimate goals of selling sodas and songs.
Learning Objective
Students will take a close look at the conception, development, execution, and evaluation of Coca-Cola’s brand strategy for the two FIFA World Cup competitions. This case is recommended for use in undergraduate and graduate courses in general marketing, music marketing, or sports marketing to show how Coca-Cola has utilized popular culture to market its brand. After completing the case, students will be able to do the following: ·Analyze Coca-Cola’s music strategy and differentiate it from the strategies of its competitors in this product category and from other companies that use popular music in their marketing strategy. ·Understand how music can be used strategically in marketing and sports. ·Identify and analyze Coca-Cola’s global music strategy and compare it to the strategy used by competitors in the same product space and in world-class sports events such as the FIFA World Cup. ·Predict the future of Coca-Cola’s marketing strategy for the 2018 FIFA World Cup.