Marketing Ethics: Coco-Cola

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Citizenship

Citizenship represents to accomplish responsibilities, including economic, philanthropic, legal and societal that serve stakeholders. For example, it requires a company to strive for the protection of ecological environment by implementing marketing strategies. In 2014, a new kind of reduced-calorie beverage, called Coca-Cola Life has promoted to market by Coca-Cola (The Coca-Cola Company, 2014). Apart from providing a healthier product to society, the bottle of this new drink is composed of 30% vegetable fiber, which is fully recyclable (Inhabitat, 2014). The Coca-Cola life can be considered as a sustainable product because the recycling of the bottle is environmental friendly. Coca-Cola has endeavored to strive for the conservation of the environment by promoting Coca-Cola Life. Therefore, Coca-Cola succeeds to achieve the societal responsibility and values of citizenship.

Conclusion

The Coca-Cola Company has made a lot of efforts in ethical marketing so as to maintain their good reputation and brand value. Coca-Cola should still focus more on the labeling and ingredients of their products to meet the expectations of customers. Besides, there are some rooms for Coca-Cola to improve and pay attention, for example, an unethical advertisement in their promotion which may violate the ethical value - honesty. Therefore, Coco-Cola may have to change their promotion strategies in a more ethical way to gain the support from customers.

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Reference List

Inhabitat, 2014. Inhabitat. Available at: [Accessed: March 15, 2015].

The Coca-cola Company, 2014. The Coca-Cola Company. Available at: [Accessed: March 15, 2015].

Coca-Cola Journey, 2013. Coca-Cola Journey. Available at: [Accessed: March 15, 2015].

BBC News, 2014. BBC News. Available at: [Accessed: March 15, 2015].

Zeratsky, R.D., 2013. Mayo Clinic. Available at: [Accessed: March 15, 2015].

Marketing Ethics, 2015. Business Dictionary.com. Available at: [Accessed: March 15, 2015].

Coca-Cola, 2015. Coca-Cola. Available at: [Accessed: March 15, 2015].