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Coca-Cola: Serving Refreshing Innovation One Market at a Time

October 14, 2010

Executive Summary

Joseph V. Tripodi, chief marketing and commercial officer, The Coca-Cola Company, discussed how Coca-Cola’s marketing plans are geared towards finding the place where brand love and brand value intersect. They have to deliver a fusion of brand love and brand value against five pillars: culture, innovation, engagement, collaboration, and profit. Examples of Coca-Cola’s marketing efforts at the 2010 FIFA World Cup were shared, along with other new media campaigns.

Speaker: Joseph V. Tripodi, Chief Marketing and Commercial Officer, The Coca-Cola Company

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Source

"Coca-Cola: Serving Refreshing Innovation One Market at a Time." Joseph V. Tripodi, Chief Marketing and Commercial Officer, The Coca-Cola Company. ANA Masters of Marketing Annual Conference, 10/14/10.

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