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Coca Cola tiene una meta clara; Brand Experience


NEW YORK (AdAge.com) -- Coca-Cola Co.'s new chief marketing officer, Joe Tripodi, will have a new global interactive chief to turn to when he starts. While her title is new, Carol Kruse knows her way around the beverage giant, having managed Coke's online advertising, customer-relationship marketing, and online and gaming marketing over the past six years.

Ms. Kruse talked to Ad Age about the mission of global interactive marketing at Coke.

d Age: It seems more companies are attacking digital marketing on a worldwide scale? What's the vision for the role of global interactive marketing?

Carol Kruse: At Coke, markets are responsible for their own marketing plans and spending. The role of global interactive marketing has four or five real components. The first and most important is delivering a compelling brand experience online. Take a major marketing platform like "Happiness Factory" or the Beijing Olympics next year or European soccer 2008, [or] the global expansion of Coke Zero or Sprite mobile: We pull together marketing experiences that we make available to the markets around the world.

The second role is creating the central technology infrastructure to support all of our markets, from web hosting to a global consumer database to a global mobile-marketing platform, content and campaign management, pin code engines. Third is providing the database and tools to develop CRM or one-to-one marketing plans. We do centralized measurement and metrics, either provide those tools or help countries understand what they should do about measurement. We also do lots of training and education. ... And finally, innovations -- looking at new areas like digital vending machines, RFID and virtual environments.

more...click on the title.

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Anónimo ha dicho que…
I'm watching closely to see what Coke does with Coke Zero. That is mostly out of self interest— I myself am a Coke Zero drinker. I have seen how they have an uphill climb. While "Coke Zero" as a name sounds memorable to me, people don't seem to get what it means. Because I drink it myself, it comes up in conversation when I'm drinking it. Friends always say they've heard of it, but nobody understands what the name means until it is explained to them. That has been my annecdotal experience. They say "Zero?" and I say, "Yes, Zero calleries," and they look at me puzzled and reply, "Isn't that just 'Diet Coke'?" and then I have to explain that it's a different formula, and doesn't have any after taste, that it tastes just like a regular Coke. Additionally, here in New York City where I live, they have a distribution problem specific to such a high density city where real estate is expensive and stores are small: specifically, retail outlets seem reluctant to dedicate the shelf space to an unproven product, even with a brand like Coke's name on it. In spite of all the billboards that have recently gone up promoting it all over town, it is VERY dificult to find Coke Zero anywhere in Manhattan. Almost none of the groceries here sell it. When they do, they order a tiny quantity and then bottom-shelf it. At least here in New York, their distribution network is undermining their marketing efforts.

On a positive note, the marketing I've seen for it has some really strong creative. There is a large building-wrap billboard around the corner from my place with the irreverent headline: "TASTES SO MUCH LIKE COKE WE SHOULD SUE OURSELVES".

Nestor, it was nice meeting you on Linked[in]. I welcome you to visit my blog, GigantiCo. I have an article there that may interest you titled, Social Media Overload?.

cheers,
Chris
septiembre 08, 2007
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