The Coca-Cola Company has always banked on advertising, and that belief has taken it to the pinnacle of its success.
Fantastic, colorful, wholesome, and memory provoking are just a few of the words and phrases that can be used to describe Coca-Cola advertising. It has gone through changes and developments since the late 1800s in order to continue catching the eyes of the public and retain its place as a prime market player and mover. With advertising comes branding, packaging, campaigns, promotional offers such as the Coke coupons, to be able to reach a wider scope and be visible in the battlefield.
While it is true that the companies who have penetrated the market should keep its position or even try to outdo its current performance, one must not also forget that there are still unreached areas and that the biggest challenge for the company is have them try at what the product is really all about.
More than just mere blah-blah of words, you must give them the first hand experience, and in the case of Coca- cola, have the portion of the market actually taste how Coke really is. And this was exactly the challenged posed to Asa Candler when he acquired Coke in the early 1890s. The best solution he thought was to offer consumers a free sample of his new product through the use of sampling coupons. This said to be the birth of Coke coupons. He sent out mails to consumers inviting them to visit local soda fountain and enjoy a free glass of Coca-cola. As the first coupon card say it, “This card entitles you to one glass of free Coca-cola at any fountain of any dispenser of genuine Coca-Cola”. For the record, between the years 1894 to 1913, more than 8.5 million coupons were redeemed by the company. This was the pioneering marketing efforts Asa Candler initiated which revolutionary brought Coca-Cola to its current position in the market today.
Coca-Cola’s generosity was generously rewarded. On its year of launch, almost one of every nine Americans had received a free drink. By 1913, Coca-Cola had redeemed 8.5 million “free drink” Coke coupons. Today it’s one of the world’s most recognized brands, with an estimated one billion cans of Coca-Cola consumed around the world on a daily basis. And the Coke coupon itself has made a smooth transition to the 21st century.
At this age however, Coke coupons no longer come in free drinks as treat for everyone. They passed the stage of introduction, and their prime concern now is keeping its market position, retaining the market share or possibly exceeding its current mark. The company still sees the coupon campaigns an effective way to maintain it, thus still continuing to give out coupons by way of discounts off their price tag. They provide printable coupons to consumers which they can present when they make their purchase of their favorite Coke product. This move will not only help the consumers in terms of savings they make out of it, but also a marketing strategy by the company in order to continue being a key player in the market.