Introduction
The Coca-Cola Company is the world’s leading multinational beverage corporation. Since it started, the company has been well known for its manufacturing, retailing, and marketing of nonalcoholic beverages and soft drinks. Coca-Cola is among the world’s world-leading beverage and marketing companies due to its spectacular vision, which has helped shape its brands. The company has been able to expand its product base tremendously. With the current slogan of “Real Magic,” Coca-Cola Company has been able to stay ahead of other companies as it has been able to touch the needs of the people (Coca-Cola, 2021). The slogan was introduced by introduced latter, and it has become the company’s most effective advertising strategy. Coca-Cola has taken the initiative of including this slogan in their advertising and commercials, which has brought them a lot of profits and recognition. Stakeholders are also a very integral part of the whole company. The stakeholders have helped the company to spread the “Real Magic” to the world.
Organizational Background
On May 8, 1886, in Atlanta, Georgia, the product that has given the world its most well-known flavor was created. Local pharmacist Dr. John Stith Pemberton created the syrup for Coca-Cola and delivered a jug of the novel product to Jacobs’ Pharmacy, where it was tasted, deemed “good,” and put on sale for five cents per glass as a soda fountain beverage (Coca-Cola Company, n.d). The new syrup was combined with carbonated water to create a beverage that was “Delicious and Refreshing,” a slogan still used today everywhere Coca-Cola is consumed. Coca-Cola’s primary purpose is to “refresh the world and make a difference .”The main stakeholders of the company are customers. Other stakeholders are employees and local communities. With the help of these stakeholders, Coca-Cola has been able to build a more sustainable business and a better-shared future that improves people’s lives, communities, and the environment.
Real Magic Slogan
The Real Magic brand the company introduced was set to help celebrate the real Magic of humanity. The central theme of the slogan was to give people more knowledge about the Magic that exists in the unusual moments of connection and how the Magic improves each day into the extraordinary (Coca-Cola Company, 2021). According to the strategy, real Magic comes when people get together and what they share is more important than what draws them apart. The strategy has helped the Coca-Cola Company in its advertising, increasing the consumer base. It has also helped to boost the company’s purpose, which is to refresh the world.
Analysis 1
The Real Magic slogan has been such a motivation to many people around the world. The slogan relates to Coca-Colas customers, employees, and communities. The stakeholder salience model shows how the stakeholders have helped advertise the Real Magic strategy in the company. The stakeholder salience model has three main aspects: legitimacy, power, and urgency. The customers or consumers have supreme power and legitimacy in Coca-Cola Company since they are the main stakeholders (Cornelissen, 2020). The Real slogan, Magic empowers and motivates the customers to consume more of the company’s products as they want to experience the Magic that exists when sharing the drinks with their loved ones. The Chief Marketing Officer of Coca-Cola, Manolo Arroyo, confirmed that the Real Magic platform would help people to have a more human way of doing things as they embrace their exclusive perspectives. The employees are the dependent stakeholders and relate to the model because they have urgent and legitimate claims in the company. Real Magic helps the employees stay united since they share a common goal and are essential to the organization because the company could not exist without them. The other stakeholder is the community, and the primary goal of Coca-Cola has been to help fulfill the need of the communities (Coca-Cola Australia, 2021). For instance, the company has worked to empower women to form across different communities. The communities have a legitimate claim but not the power to put influence the company.
Analysis 2
The power interest matrix model also has helped in illustrating how the Real Magic slogan has helped the company to be effective. The power interest matrix model categorizes the stakeholders depending on their power and interest (Cornelissen, 2020). Because they provide income for the business, customers are essential players in the power-interest matrix. Employees have little power but a lot of interest because they create and market the products. Communities may not have much power or interest, but they are nevertheless significant because they increase brand recognition and can persuade the company to provide better and more comprehensive products. The Real Magic slogan shows the power and interest that is available to all the stakeholders.
Analysis 3
The Coca-Cola company website has all the crucial information that shows how the stakeholders are targeted and the ideas that the company have and how they play the role of fulfilling the Real Magic strategy in the business. On the website, one can see how Coca-Cola has worked to enhance the stakeholder engagement, mostly the customers where they serve “more than 1.9 billion servings of our drinks are enjoyed in more than 200 countries each day.” To top that up, the employees are engaged where they have approximately more thanthan 700,000 individuals who are employees and 225 plus bottling partners who help in delivering their products around the world. Coca-Cola also care about the community and the planet at large since they have a sustainable plan where they make brands and products that are appreciated by the people (Coca-Cola Company, n.d). They also make an effort to give their customers a choice of the products they want since they supply over 200 brands such as zero sugar drinks. They also have recycling cans where they collected the used bottles for recycle them to save on environment. The information on the company’s website is a prove of how the company helps to spread the Real Magic by refreshing the world and making a difference which is their main purpose.
Conclusion
The stakeholder salience model, the power interest matrix model and the Coca-Cola website shows that Real Magic is not just a tagline but a way people have embraced all around the world to make connections and share moments. The Real Magic slogan is more thanthan a tagline also since it means a lot o the stakeholders of this company. it is more of a brand identity which have helped Coca-Cola to bring people together and share what they believe in which is togetherness. With the slogan, Coca-Cola has been able to motivate and bring customers, communities and employees together to share their Real Magic amongst themselves in this divided world.
References
Coca-Cola Australia, (2021). Real Magic: Coca-Cola Unveils New Brand Platform for Coca-Cola Trademark. https://www.coca-colacompany.com/au/media-centre/media-releases/real-magic-coca-cola-unveils-new-brand-platform
Coca-Cola Company, (n.d).Our Company. https://www.coca-colacompany.com/company
Coca-Cola Company,(2021).Coca-Cola Launches Real Magic Brand Platform Including Refreshed Visual Identity and Global Campaign. https://www.coca-colacompany.com/news/coca-cola-launches-real-magic-brand-platform-including-refreshed-visual-identity-and-global-campaign#:~:text=Real%20magic%20happens%20when%20people,%2C%20The%20Coca%2DCola%20Company.
Cornelissen, J. P. (2020). Corporate communication: A guide to theory and practice. Corporate Communication, 1-336.
write