Coca-cola, the cool drink company follows the market segmentation strategy to promote the drinks manufactured under this brand. Coca-cola has a marketing policy in which the products are not marketed to children below the age of 12. As stated by Thomas (2009) every product that sell has a tale to tell and an audience in mind to tell it to. Coca-cola is mainly aimed at the youngsters, male and female teens than any other group to market its product. The company has come a long way from its adult audience to all the members in the family as it understands that the taste of this cool drink must be relished by one and all.
Coca-Cola has nearly 400 different products to its credit that target different age groups. The main prospects of the cold drink are teens who like Coca-cola zero that does not have any calories but is good in taste. Oasis, a product of Coca-cola is for the working adults and it is marketed more in Ireland and United Kingdom. Athletes use the PowerAde, a sport drink to revitalize, and Minute Maid, a fruit drink is mainly consumed by kids and adults. Generally, the company has a drink in many different flavors and to fulfill the requirements of age groups.
Demographic data are among the most significant marketing-intelligence inputs as they are central to formulating marketing plans and are basic to development of competitive advantage (Lazer 1994). The target demographic for Coca-Cola is far-reaching and widespread due to the demand of the product, acceptance and the taste. The demographic is researched and analyzed depending on the consumer age, the family size and the members, the household income of the family, marital status, and family income. The preeminent market targets of Coca-cola are the consumers aged between 18-34 and the families that consist more members.
Coca-cola has also been studying the psychology of its consumers and it is aware that people who are brand conscious would not choose any other drink. The company also targets the
educated consumers who can understand the messages of the company. As cool drink is consumed by almost all the age-groups the company finds diversified population. Coca-cola understands that consumers need a healthy drink and keeping in mind the need of consumers Coca-cola has created a healthy drink for better health.
Advertising Coca-cola has been universal as the brand spends several billion dollars on advertising alone. Currently the new ad campaign of the brand claims to be advertising to fight obesity. The ad how much do these things cost?—argues that the company is producing lower-calorie products in smaller sizes and promoting community activity, that all calories count, and that it’s up to you to fit Coke into your healthy active lifestyle (Nestle 2013). Most of the brand’s ads are aimed to promote happiness in all the age groups. Revolutionary marketing and usage of online streaming videos is the latest advertising approach. In Asia the brand is also attempting to unite two rival countries, India and Pakistan by installing two vending machines, one in each country and the machine dispenses the drink when these machines interact with each other.
Coca-Cola uses network, commercials, dish television, online promotion, computer technology and animation as media types. The other media mixes that Coca-Cola uses are the print ads in journals and magazines, hoardings, and World Wide Web. As stated by Stafford and Faber (2005) server-based technologies enable advertisers to display the banner ads according to user profiles, and interests and in ways that were not possible before. The advertisements are also aired during the movie intervals and breaks in television serials. The company also ties up with well-known actors who advertise the brand to reach the consumers. The company knows that celebrity branding attracts more consumers. If the other media types do not work then the most widely used media is the television and most of the brand budget is allotted for the ads on TV as people remember these ads and feel to buy and consume the world renowned drink.
References
Lazer, William,. (1994). Handbook of Demographics for Marketing and Advertising: New
Trends in the American Market Place. 2nd Edition. Illustrated. Lexington Books.
Nestle, Marion,. (2013). Coca-Cola's New Ad Campaign Claims the Company Is Fighting
Obesity? Oh, Please. Retrieved from http://www.alternet.org/food/coca-colas-new-ad-campaign-claims-company-fighting-obesity-oh-please
Stafford, Marla Royne,. Faber, Ronald J., (2005). Advertising, promotion, and new media.
Illustrated. M.E. Sharpe.
Thomas, Mark,. (2009). Belching Out the Devil: Global Adventures with Coca-Cola. Reprint.
Nation Books.
