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Example research essay topic: Soft Drink Industry Coca Cola - 1,134 words

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There are very few corporations that hold such world popularity like the Coca-Cola Company. The trademark of Coca-Cola is by far one of the worlds most popular brand names. Coca-Cola dominates the product industry and sets a standard of competition not easily met. Research shows that the trademark is recognized by over 94 % of the worlds population and is the most widely recognized word following OK. Cokes original formula was conceived in the late 19 th Century.

It original business began as a health formula with less than 10 servings a day in its first year. Now business is credited with approximately 1 billion servings consumed each day. Coca-Cola now holds a monopoly on the soft drink industry and includes a massive 500 product range. Coca-Cola led the first parts of early advertising endorsement, and as early as 1886 the company began promoting its product. From there it began the revolution of product advertisement that is now evident in every part of life. Coke is seen as one of the founding fathers for the present marketing competition that now infests modern living.

It was an early pioneer of the styles used to capture an audience, and has continued its developments into product advertising. It was one of the first companies to offer a gimmick with it product, this being a small yo-yo. Throughout the era in 1886 - 2000 the product has been through a change a marketing plea. It was as early as 1904 that Coca-Cola began presenting the drink as a delicious and refreshing formula. This familiar slogan has been continually repeated for nearly 100 years selling Coke as a great Drink.

There is certainly a factor that has added to Coca-Cola controlling such a monopoly of the soft drink industry. Whether that factor is its original and unique taste that has captured the world, or is it the cleverly designed advertisements that have captured the mind of todays generations? In this essay I hope to express my opinions on why such a product has gained such world popularity. I hope to make you think twice before choosing your product and point out the strong role that advertising has placed in our generation. There is no doubt in my mind that most of Cokes, if not all of Cokes business is due to the clever marketing strategies that they have employed over the years. Over time coke has built an image, this image reflects what we think of when we buy coke; this has been programmed by the intense advertising campaigns that show coke associated with good times.

To program these messages they use advertising that show people who drink coke and are having fun; they are partying, with good-looking men and women. This makes our minds associate coke with the activities that have been previously advertised to us. These advertisements intend to target teenagers and young adults. They do this because out of research, companies have found that the teenage age ground spends $ 100 billion annually on food, fashion and music. By capturing this age group they will be gathering potential customers who will drink their product for many years. The ads produced capture the activities that teenagers participate in, like boy-girl flirting, beach, bikinis and dancing.

These sorts of activities appeal to the desires of teenagers and program the idea that Coke will bring these desires. It is these desires and emotions that the Coke ads appeal to that get your arm reaching for a coke rather than a Pepsi. It is that image of supreme superiority that has been subconsciously made apparent by the dominant advertising campaigns that make you reach for a Coke. You have been programmed to believe that the product contains more quality although it may be double the price.

Many other companies have tried to capture the essences that have made Coke such an empire. Although, none have been able to reproduce the formula and success that Coke has been saturated in, many companies have gone well. The best competition and second most known formula of Cola is Pepsi. This drink was also created by a pharmacist in the summer of 1898. The product went bankrupt in 1932 but was bought out and transformed into a money making empire. The product has its own share of ad campaigns and sponsors many events like Coke, but its success is minimal compared to the achievement of Coke.

The taste of Coca-Cola surely has contributed to the success of Coca-Cola. It would never have begun growing in popularity, if in the first place the product tasted bad. Yet the beginning ingredients used a drug that is addictive, cocaine, this ingredient would make people hooked on the drink. This would have contributed to the popularity.

There is also the fact that Coca-Cola was originally advertised as a drug. Maybe because of its intense caffeine levels, and cocaine, a feel good drug, the product gave people a lift from their sickness. This lift made people believe that the drink made them better. Coke possibly offered them a lift and acted like a placebo in their body.

So why is it that Coca-Cola has grown into such a mighty Empire? Is it that classic individual taste that was brewed one weekend in 1886 or is it the image that has been subconsciously programmed into the minds of people by constant adverts. After researching both sides of this complex debate I believe that the success of Coca-Cola is due to the multi-billion dollar advertising campaigns that teem all media fields. Looking at the issue through my eyes, I have grown up with the knowledge that coke is its own individual product, not just individual brand. This idea has been programmed by the adverts that show coke being the one and only. These ads encourage both desire and action; they create a sense of urgency for the product, by showing Coke being drunk and loved by all.

Coke, being one of the early pioneers of product advertisement has been able to create, shape and destroy the successful and unsuccessful forms of advertisement. This extensive and powerful knowledge, has allowed coke to change its marketing pleas through the eras. I believe this powerful knowledge has allowed coke to grow into the empire it is today. I believe it is not possible for one product to grow so popular due to its taste. The product would not have spread so rigorously throughout the world because of its taste only.

Coke has been clever in its sponsoring of events which has allowed it massive amounts of advertising virtually unequal to any other product in the world today. I wonder whether any other company can ever be as successful as Coke or is Coke to far in front for any company to ever catch up!


Free research essays on topics related to: coca cola, advertising campaigns, cola, soft drink industry, coke

Research essay sample on Soft Drink Industry Coca Cola

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