Coca-Cola’s “Open Happiness” Campaign: A Model for Global Marketing?

            
  
Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG271
Case Length :18 Pages
Period : 2009-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Coca-Cola Company
Industry : Beverages
Countries : Global

To download Coca-Cola’s “Open Happiness” Campaign: A Model for Global Marketing? case study (Case Code: MKTG271) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies



Price:
For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500+ Shipping & Handling Charges extra

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

Excerpts

Background Note

The credit for inventing the Coca-Cola drink goes to John Smith Pemberton (Pemberton), an Atlanta-based pharmacist. He mixed coca leaves and Kola nuts to prepare a new kind of drink.

The ‘Coke Side of Life’ Concept

According to Beverage Digest, the industry-wide sales volume of Coca-Cola Company’s carbonated soft drinks, particularly Coke Classic, slipped by 2% in 2005 in the US for the first time since 1985...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The “Open Happiness” Concept

In 2006, Coke launched the Happiness Factory advertisements as a part of the award winning “Coke Side of Life” campaign, which showed the fantasy world inside a Coke vending machine. The Happiness Factory commercials were designed to promote “optimism” and “positivity”, which...

Global Platform

The “Open Happiness” campaign, considered as the new global platform for all the integrated marketing for brand Coca-Cola, was rolled out across the US and Western Europe, the Middle East, as well as in India in the first half of 2009. In order to drive home the message of the...

Excerpts cont... - Next Page >>

Custom Search
 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.