Marketing Strategy of Coke During London Olympics 2012

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Date Submitted: 07/26/2011 01:15 PM

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Note during this assignment I use the terms

‘the company’ means ‘Coca Cola Company’


‘the event’ means ‘the London Olympics 2012’




According to AMA (American Marketing Association) (2008) cited in (Wakeman, 2008) marketing can be defined as

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Also there is another definition provided by the marketing guru Philip Kotler is

“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” (Kotler, 2002)

From above definitions it is clear that both AMA and Kotler agree on;

 It is a process or activity,

 This process or activities are aiming to provide value to the customers,

 And the process include exchange of offerings i.e. product or services.

Even though there are similarities but these are some difference in those definitions of marketing:

Kotler says it is the activity of creating and exchanging whereas AMA defines the scope of marketing wider and deep as by defining marketing as creating, communicating, delivering, and exchanging offerings the difference is the scope AMA defines even communication and delivery is the processes of marketing and also not sticking to the product only as Kotler did, describing it as the offerings, could be a product or service.

Market Oriented Organisation:

 First the organisational structure will be different; the departments will be aiming at the markets rather than the functions.

 The marketing functions at the centre of the organisation, not the only activity of marketing department.

 Every new idea is evaluated with the market performance and the demand.

 Customers are given priority while formulating business strategy.


If an organisation is sponsoring the mega sports events...