個案總覽

It had been ten years since M. V. (Raja) Rajamannar became the chief marketing officer of Mastercard in 2013, and set out to transform marketing at the company from transactional to transcendental. He built the framework for Marketing 5.0 and propelled Mastercard to one of the top 10 most valuable brands in the world and the world’s number 1 audio brand four years in a row. Rajamannar now must decide what Mastercard’s future marketing strategy should be.

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 Fédération 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.

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 Fédération 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.