SHARE A COKE

Coca-Cola is a global known brand; in every single corner of the world people recognize its products. Despite its success, they are always focusing on the innovation of their marketing strategies.

One of the most important strategy is the current one, which consists in personalizing 550 million of bottles with the most popular first names of their customers. Therefore Coca-Cola logo has been replaced by their names on the bottles of Coca-Cola, Diet Coke and Coke Zero.

In fact, this campaign tries to pay tribute to their consumers. The campaign was released in social media; the idea is that people share their pictures and experiences related with the brand. Indeed it not only consists in personalizing bottles but also focusing on sharing moments and stories behind them. The campaign invites consumers to find the names of family members, friends or coworkers and using the #shareacoke hashtag, in order to share their own stories.

Undoubtedly, with this personalization the company tries to make us feel special. It is about an optimistic message which involves the customers. This is one of their keys to success, with which the campaign brings clients together with the products. Moreover, it is a motivation for people who do not consume Coca-Cola yet. On the other hand this campaign can be applied in any country because it contains an universal message: everybody has a name and friends with whom to share a Coke

The Coca-Cola’s campaign was very successful and the main key was achieved. Now everybody talks about it. In addition, the message of optimism, happiness and union is the most important for this brand. One more time the company demonstrates that they are more than only refreshments.

 



Victoria's Secret

Victoria’s Secret

This brand of lingerie is one of the most famous and prestigious in the world.

It was created by a young American businessman who managed to take advantage of his shyness. He decided to make a man feel comfortable, while accompanying his girlfriend to lingerie shopping. He invented and introduced the policies which helped to facilitate the purchase of that type of product without intimidation. Then in 1977 he opened his first store in San Francisco.

The key idea was to sell the lingerie through the catalogs. Some years later the company started to grow after having been acquired by “The Limited” company. Its experts had a clear idea of how to expand the business throughout the United States. So they opened some stores and added some new lines of business such as shoes, accessories and cosmetics.

In the 1990s it was considered to be one of the most important companies in America which produces lingerie. From that time, the management team decided to hire professional models for advertising (the models are known as the angels of Victoria’s Secret). This idea was well received and some years later the first runway show took place. The success of the show was so outstanding that between 1999 and 2000 it became available via their website. After repeated success, the company negotiated with the ABC TV in order to show it worldwide and to reach a wide audience.

They offer the aspirational products to achieve the company’s development and expansion so the top models play a very important role in the every year shows. This allows them to raise the prices of their goods and differentiate themselves from competitors. Actually, if Victoria’s Secret lowers the prices it would sell even less. How do they do that? It turns out that making the price irrelevant gives more value to sensations. Few brands like Victoria’s Secret and Starbucks are able to increase the prices on their goods and make people feel happy paying for them.

Another important point of success are the complementary products, you can find in the stores (shoes, pajamas, cosmetics and perfume).

Surely they have been able to manage a good strategic plan and now they do not collaborate only with the American market but they are also pushing their way into the European market as well. If they keep carrying on their business policy and marketing strategies they undoubtedly will achieve even more success.

http://hospitalityservicesinstitute.com/blog/victoria%C2%B4s-secret-la-sensualidad-del-lujo-como-modelo-de-negocio/

Lifeplus

Lifeplus

Lifeplus is a successful company that sells their nutritional supplements products all over the world. But which is its secret of success?

Nowadays, our nutrition is not as satisfactory for our body as it used to be. Lots of “fresh” products are treated with preservative substances, so are not very rich in vitamins. Furthermore, many people are getting used to eat pre-cooked meals, due to the lack of time to cook an elaborated dish. Our body needs a vast amount of vitamins every day. It is highly recommended, that you eat at least 5 to 9 portions of fresh fruits and vegetables. A lack of vitamins can contribute to illnesses, even cancer.

According to this Lifeplus, elaborated high quality nutritional supplements, adapting to every individual’s needs, in order to improve the people’s health. But only selling excellent products, without spending any money in marketing, does not make you an international company. So how do they do it?

Lifeplus itself does not consider itself as a company, but as a community. “A network of energised people, with a shared commitment to a simple ideal: helping people to feel good” as they claim on their website (www.lifeplus.com). The company’s success is based on recommendation, a concept called network marketing. People who tried the products and are satisfied suggest them to their friends and families. These recommend them to other friends and families and so on. This way a huge network with different levels is created. Here, every part earns a percentile amount of money. The customers are even rewarded with holidays to England, America or a cruise. Thereby not only Lifeplus earns more customers, but it also keeps them satisfied. Think about it, how many times have you recommended a product to a friend and did not earn a penny for this?

Today, there are thousands of people who had a life-changing experience with this community. They believe in their concept and dedicate themselves to this as a part or full-time business. In my opinion, Lifeplus is a good opportunity for everyone, not just to improve your health life, but also to earn a little extra money. The customer feels connected to the company and is not only a customer anymore, but becomes a part it. I firmly believe, that the company made excellent strategies, applying a totally revelutionary concept like the network marketing.

Ikea: Design and low-cost

Ikea: Design and low-cost

“In the current market you have two options:  differentiate or disappear”. Those were the words of Ingvar Kampard, founder of the furniture company Ikea.

Since 1943 (year of its foundation), Ikea knew that one of the keys of success was to apply a business strategy in order to differentiate from the competitors. At this point, a new concept of selling furniture was born: the low-cost furniture.

The company’s objective is clear: “Families with medium and low budget should have access to design and quality furniture”. However, a question arises… ¿How should Ikea decrease prices? Easy, by decreasing costs.

In order to achieve it, the intermediaries were removed in the production process. For this reason, the customers play an important role because they have to pick up, carry and build up the furniture. The motto of this strategy is clear: “The more you do, the less you pay”.

Apart from that, Ikea has created its own brand image in the customer’s mind, who perceive Ikea as a place to spend the day with the family.

One of the keys to achieve this is the Ikea’s restaurant. There you can have a low-cost meal, which has been specially created for those families who do not want to spend much money.

A business strategy should include every department in order to involve the employees in its way to success. In the light of this, Ikea’s executives refuse a high salary, because it doesn’t make sense with the firm’s philosophy. Instead of that, they want a fair salary.

The business strategy of Ikea goes ahead, but as every strategy, it should be flexible and adaptable to the environment. Nobody knows if this strategy will be sustainable in the future, but until then, only one thing is sure: people will enjoy the design and low-cost furniture of Ikea.

http://www.abc.es/20121002/economia/abci-secretos-exito-ikea-201210011156.html