Thanks for stopping by. 

My name is Nida (like a sweater), and this is where I'll be ranting about the ever-so-changing business arena as a college student. I will be focusing on three entities: Patagonia, Coca-Cola, and Ikea. I will primarily by focusing on their marketing strategies and implementations. Each organization has a different marketing platform and reaches different target markets. 

Let's start with Coca-Cola. 

Many entities use marketing techniques that can often times be divided into two different subsets: Online and Offline technologies.

• Online Technologies are strategies that use the Internet as a medium of communication
• Websites 
• Blogs 
• Social Media 
• Offline Technologies include any other forms aside from the Internet
• TV & Radio 
• Print Ads 
• Newspapers & Magazines 

Now, Coca-Cola has recently launched its "One Brand" strategy through a "digital magazine," as opposed to a more traditionalist approach of a website. This strategy will debut on Coca-Cola Journey, a multi-media platform that will replace Coca-cola.co.uk. This platform will feature a Q&A section allowing readers to answer questions about ingredients, products, and details pertaining to the business as a whole.





Stanislas Magniant, digital communications director of Coca-Cola North West Europe 
states: "The launch of Journey also gives us the opportunity to shift the way we communicate online," he adds. "We also want to make our stories more appealing, relevant and engaging to people by using the right multimedia content to bring them to life."

This shift in marketing was born because consumer research showed that half of Coca-Cola's customers were unaware of the differences in ingredients and sugar content between the different cola variants. Rather than being marketed as individual brands, Coca-Cola will push for marketing a master brand: Hence the "One Brand" strategy was launched. 

  





Source: 
Millington, A. (2015). Coca-Cola Journey website brings 'One Brand' strategy to life. Marketing Week (Online Edition), 1.