Coca-Cola, Popular Music, and the FIFA World Cup
商品編號：9B16A045
出版日期：2016/09/30
再版日期：2016/09/30
商品來源：Ivey
商品主題：International Business; Marketing
商品類型：Case (Field)
涵蓋議題：music;sports
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：United States; South Africa; Brazil
產業：Arts; Entertainment; Sports and Recreation;
事件年度：2010
The Coca-Cola Company (Coca-Cola), the brand that “taught the world to sing,” was widely considered to be the leader when it came to music marketing. The 2010 and 2014 Federation Internationale de Football Association (FIFA) World Cup games provided an ideal backdrop for analyzing Coca-Cola’s success in music marketing. While the company’s marketing approaches were similar in both World Cup games, they differed in their delivery and results. In 2016, in the face of new competition in the music marketing space, namely from Pepsi, FIFA, and even Coca-Cola itself, the company needed to lead the way with the ultimate goals of selling sodas and songs.
教學手冊：8B16A045;
補充材料：