Cola Conquest 1: Coca-Cola: A Classic Marketing Story

Cola Conquest 1: Coca-Cola: A Classic Marketing Story
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Cola Conquest 2: How Coca-Cola Took Over the World
This award-winning film tells the story of how Coca-Cola became the world's most famous multinational company and follows its quest to be the globe's number one beverage. HOW IT STARTS: The Second World War prompts Coke's global expansion as every US soldier gets a bottle of Coke for five cents.…
Marketing Strategy Case Studies: Tesco – Triumph and Tragedy
Key Topics
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  • Retailing
  • Corporate Social Responsibility
  • External Factors
Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant - but by 2014 profits…
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What Is Marketing?
One of the core tenets of successful marketing is understanding your customer. But often times, you aren't the customer you're marketing to. What can you do instead? Find out in this introductory lecture on "Marketing 101", which also explores four types of value consumers seek: functional, monetary, social, and psychological.
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The first question in developing a strong marketing strategy is figuring out who your customer is. That's where the tools of market segmentation come in. In this lecture, learn the basic principles that underlie solid segmentation analysis--whether you're working with the best market data available or (as can be the…
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Make better sense of targeting, the process of selecting the segment (or segments) your product will best serve. Throughout the lecture, you'll learn key rules of targeting. One rule is: Don't try to please customers outside your target. Another: Always pick a target segment that values what you offer.
Positioning Your Offering
Many products fail because marketers fail to communicate their true value. Here, Professor Hamilton takes you step-by-step through the positioning process, designed to create and communicate value. Case studies you'll learn from include Volvo in the 1980s, the emergence of DVRs, and a Washington, D.C. bike-sharing program.
Identifying Sources of Sales Growth
You've mastered segmentation, targeting, and positioning. Now learn how to grow and increase your sales using the 2x2 Ansoff matrix--one of the most powerful ideas in marketing. In the process, you'll learn piercing insights into the interactions between customers (current and new), product development, diversification, and more.
Deriving Value from Your Customers
Look at some other sources of value that companies can get out of their transactions and start thinking more broadly about the sources of value a company should seek. The specific focus of this illuminating lecture is on three additional kinds of customer-related value: loyalty value, information value, and communication…