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1.

a.) The market segments the firm want to target the target
audience
Coca Cola Company is the worlds leading manufacturer, marketer, and
distributor of soft beverages. Coca Cola uses "Multisegment" targeting
strategy which means that the company has more than single, well- defined,
market segment. It develops a marketing mix for each of the segments. Coca
Cola has more than 400 different products line, total of 3,500 product mix.

Geographic segmentation
Coca Cola has drinks that targets different age groups, ethnic groups, sexes,
lifestyles, etc. Examples:
- Oasis- Juice made for the younger working adults, between the ages of 2030. The product is available in different flavors (berry, lemon, and orange
tangerine). Its mostly popular in Britain and Ireland.

- Coca Cola- the most popular soft drink so far that being sold in most
countries in the world. The large demand for its taste and the trend toward
healthier lifestyle influenced Coca Cola to produce healthier products such as
Coca Cola Zero, Diet Coca Cola, and etc.
- Coca Cola Zero- targets teens that don't want calories but want the taste.
- Diet Coca Cola- targets adults, between 30-50 who are health conscious but
want the taste.
- Powerade- sport drink, targets athletes between 13-27 ages.
- Minute Maide- targets kids and adults from 1 year to 10 and 40 plus. Its
convenience to carry. It targets parents that want their children to drink
healthier drinks.

Climate- Coca Colas consumption in the summer is 60% than 40% in the
winter; therefore, the company's sales are higher in the summer. It also
focuses in hot area in the world.

Demographic segmentation
-Age- 15-25 years old and 40 plus.
-Gender- targets both genders with wide variety drinks.
-Income- segments different income level. for example, by packaging: for low
level income the company is selling returnable glass bottle; for high level
income, the company is selling coke in tins.

Psychographics segmentation
People who are brand conscious will not drink beverages of less known
brands. They will try to show their status by drinking Coca-Cola.
The level of education is another factor that the company is paying attention
to. In an high percentage education, the company can use advertisements to
convey the company massage.
Because Coca Cola is a recognized world brand, people will drink it without
hesitate.

Coca Cola designed to satisfy the consumers needs. The company is able to
provide drinks for many different target markets: ages, sexes, and etc. The
products are sold to diverse population all around the world. In our world
today, people want to live healthier lives. Coca Cola recognized this need and
begun to produce different beverages that are satisfying those consumers.
Coca Cola products are purchased by different classes, but mainly by middle
to high level class. In addition, many people today make their purchases
decisions based on the companys ethics and, or social responsibility. Coca
Cola gains the trust of its consumers by contributing to the environment in
varies ways.

b.) The companys and competitors brands


PepsiCo Inc., Dr Pepper Snapple Group, Inc., Unilever Group, Mondlez
International, Inc., Groupe Danone, Kraft Foods Inc., Nestl S.A. and many
other companies in the beverage industry.

2.) Analysis of communication process

This article represents a critical analysis of marketing communications


materials used by Coca-Cola Company, a global beverage manufacturer and
retailer based in Georgia, United States. The Coca Cola Company is a global
manufacturer, marketers and seller of non-alcoholic beverages and syrups
based in Atlanta, US. Range of brands owned by the company includes CocaCola, Diet Coke, Coca Cola Zero, Sprite, Fanta, Powerade, Minute Maid,
Aquarius, Dasani, Schweppers and others. This article focuses on marketing
communication materials associated with one of its core products, the CocaCola drink.

Established in 1886, the company currently sells in more than 200 countries
and beverage trademarks owned and licensed by the company account for
1.9 billion of approximately 57 billion beverage servings around the globe on
a daily basis (Annual Report, 2013).

The article starts with description and analysis of various types of media
employed in order to promote the Coca-Cola, followed by the identification of
objectives of Coca-Cola campaign. Then, extensive analysis of images and
words used in Coca-Cola campaign is undertaking in order to ensure a greater
scope for the current research. Moreover, attempts are made to analyse the
appeal of Coca-Cola marketing messages, as well as, assessments are
provided at what extent Coca-Cola marketing campaigns were achieving their
objectives.

Types of Media used to Promote Coca-Cola

Media can be defined as a facilitating institution who suggest appropriate


message within the operative constraints of space (Tyagi and Kumar, 2004,
p.341) and is considered to be one of the most effective advertisement
methods among marketing practitioners. Spurgeon (2008) divides media into
two categories: published media and visual/aural media. Published media
includes newspapers, magazines, trade and professional press, as well as
internet. Visual and aural media, on the other hand, include television, radio,
cinema, posters, billboards, and direct mailing.

Various types of media are used in order to advertise the Coca-Cola brand in
general, and Coca-Cola drink in particular.

Newspapers are one of the most popular forms of media advertising that is
widely used by Coca-Cola. Pishko (online, 2011) informs that along with such
global brand names as Campbells Soup, Kelloggs, and Pepsi Cola, Coca-Cola
Company is one of the companies that has stared media advertisement in its
earlier stages, and by now the company has been engaged in media
advertising for more than 100 years.

Similarly, magazines have also been widely used at a global level in order to
advertise Coca-Cola. The choice of magazines to advertise the brand has
been undertaken according to their readability by the target customer
segment of the company, and the Coca-Cola advertisements usually occupy
the whole page of magazines in order to maximise the positive impact of the
marketing initiatives.

Internet is another platform where the various forms of Coca-Cola


advertisements are placed. Specifically, the brand online advertisement is
undertaken through the extensive use of banners, pop-up ads, on-site
sponsorships and various other formats of online advertisements in
thousands of websites along the globe. Moreover, there are specific forums
and many websites globally that are dedicated to Coca-Cola fans and where
users share their stories where Coca-Cola is involved.

Coca-Cola has been advertised through television many counties as well with
the company spending a considerable amount of financial resources for this
purpose. Coca-Cola TV ads in different countries vary from each other and
they have been prepared taking into account the characteristics of a local
culture in order to avoid any misunderstandings due to cultural differences,
and maximise the positive impact of the TV advertisement initiatives.

The Coca-Cola is also advertised in cinema and this is undertaken in two


ways. Firstly, there are Coca-Cola video advertisements played in cinemas for
selected movies before the movie starts. Secondly, Coca-Cola is widely

advertised through product placement in movies, where Coca-Cola drink


features somewhere during the movie and in order to maximise the efficiency
of the product placement, the drink is usually consumed by the leading role
during the movie.

While the number of usage and importance of product placement is


increasing among the businesses with Coca-Cola being among the leaders,
there is a place for misunderstanding and contradiction as well. Specifically,
the movie Falling Down can be mentioned as an example, where the leading
role played by Michael Douglas was a highly depressed man and in one scene
places a can of Coca-Cola to his forehead in attempts to stop the headache.
According to Yang et al (2004) this specific example of product placement
was highly unsuccessful and counter-productive for Coca-Cola.

Coca-Cola media advertisement through the radio usually does last only for
few seconds, but nevertheless is considered to be highly efficient in terms of
increasing the level of brand awareness and customer loyalty.

Posters and billboards are also widely used as an integral part of the CocaCola media promotion. Coca-Cola billboards are usually placed at the city
centres around the globe as well as highways and some of the rural areas.
Posters, on the other hand, are normally displayed at the public transport,
some of the shops and restaurants.

Objectives of Coca-Cola Campaign

Coca-Cola advertisement campaigns have been launched in order to achieve


specific objectives. It is clear that the main objective of Coca-Cola Company
as a business entity is profit maximisation, and all of the efforts of the
company are directed to the achievement of this primary objective. However,
Coca-Cola advertisement campaigns contribute to the achievement of the
primary objective of profit maximisation in several ways.

Varey (2002) informs that marketing communication campaign might have up


to eight objectives. Each of these objectives can be analysed in order to
identify if Coca-Cola marketing campaigns are aiming to achieve them.

Firstly, creating awareness of the company and its products. This specific
marketing objective is pursued by Coca-Cola Company as a secondary
objective. This is because the company already has a high level of brand
recognition and its limited range of products is widely well-known within the
countries the company is operating.

Secondly, informing and educating consumers and buyers. The relevance of


this type of marketing objective to Coca-Cola campaigns is limited due to the
fact that there are no positive informational and educational points
associated with Coca-Cola drink, such as nutritional aspects and health
benefits that could be communicated to the potential and existing customers.

Thirdly, encouraging a liking for the companys products over those of the
competitors of the company. This is one of the main objectives Coca-Cola
marketing campaigns aim to achieve. Global market of beverage products is
highly competitive, and of the main strategies adopted by Coca-Cola
Company involves engaging in intensive marketing initiatives.

Fourthly, encouraging product trial among potential new customers. This form
of marketing objective is pursued by Coca-Cola very occasionally and only in
new markets the company is entering.

Fifthly, increasing short-term sales by the means of stimulating action. This


specific marketing objective is often pursued by Coca-Cola. Accordingly,
seasonal and other sales are often introduced in major supermarkets, and
relevant information is communicated to the potential and existing
customers.

Sixthly, reassuring customers and reinforcing their particular desirable buying


behaviour. This type of marketing objective is pursued by Coca-Cola
campaigns through integrating the consumption of the drink to the lifestyle of
the customers, thus achieving their lifelong loyalty.

Seventhly, generating information from customers. Such type of marketing


objective is not very popular with Coca-Cola marketing campaigns due to the
size of the company as well as the nature of the business.

Eighthly, creating sales lead. The marketing objective of creating sales lead is
popular with the types of businesses that operate with the push strategy, i.e.
the companies that direct their marketing initiatives mainly to the distributors
and wholesalers, not the final consumers. Coca-Cola Company, on the other
hand, operates under the pull strategy and directs its marketing efforts and
communication to the final consumers, and therefore, does not have a
necessity to generate sales leads.

Analysis of Images and Words used in Coca-Cola Advertising and


Their Appeal

Coca-Cola marketing campaign materials have been devised according to the


messages they aim to convey, and images, words and sounds featuring
within them have been perfected by marketing professionals in order to serve
the same purpose.

Messages sent through images, words and audio materials promoting CocaCola can be classified into three categories: Coca-Cola helps to best satisfy
the thirst, drinking Coca-Cola is stylish, and drinking Coca-Cola is part of a
lifestyle.

Marketing initiatives, words, images, audio and video materials Coca-Cola


employs tries to communicate a message that this drink satisfies the thirst in
the best possible manner and partially for this reason Coca-Cola is consumed
by millions of people per day. However, a range of scientists as well as
marketing authors such as Bsonera (online, 2009) cast a doubt about the
ability of Coca-Cola to satisfy the thirst efficiently, and argue that thirst for
Coca-Cola has been created by company marketing professionals in the first

place.

In other words, thirst created for Coca-Cola is fundamentally different from


the natural thirst for water, and the thirst for Coca-Cola is more a want than
a thirst in a virtual meaning of the word.

Moreover, Kotler and Keller (2006) state that the most effective marketing
messages are presented by companies as a solution to a problem potential
customers experience. This idea finds its confirmation in case of Coca-Cola in
a way that the drink is being associated with a style and being cool and
trendy and at the same time the drink is consumed by successful and famous
personalities such as Wayne Rooney, Cristina Aguilera, and Jessica SarahParker. The linkage between these two points requires more detailed
explanations that is provided below.

According to Freud (2005) in whatever they do people are motivated by two


forces: sexual satisfaction and the willingness to be great. These two issues
can be viewed as a problem and need that need to be satisfied. Specifically,
some people aim to satisfy the need of the willingness to be great by trying
to be stylish and trendy and associating themselves with established,
famous, and successful personalities.

This fact is used by businesses such as Coca-Cola Company by paying


famous individuals perceived to be successful such as Wayne Rooney,
Cristina Aguilera, and Jessica Sarah-Parker to publicly associate themselves
with the products and services the company is offering. As a result, other
people will purchase these products and services because they want to be
famous and successful as well. This is a partial explanation for the contents of
some Coca-Cola advertisement materials where celebrities are featured.

Apart from the above discussed points of the Coca-Cola being positioned as a
drink to satisfy thirst, and attribute of style and success, the contents of
various marketing materials used to promote Coca-Cola also try to make the
existing and potential customers believe that Coca-Cola is a necessary
component of everyday life. This is achieved by making potential and existing
customers exposed to intensive marketing campaigns through various
channels.

Are They Working: Analysis of Success Associated with Coca-Cola


Marketing Initiatives

There are different criteria against which the success of a marketing


campaign can be assessed. According to Koekemer and Bird (2004)
integrated marketing communication assessment criteria include customer
loyalty, market share, and the amount of revenue that were generated as a
result of the marketing campaign. The same criteria can be applied in case of
Coca-Cola in order to analyse the effectiveness of its marketing

When evaluated from the criteria of customer loyalty Coca-Cola marketing


initiatives can be considered to be highly successful. There are millions of
people worldwide who consume Coca-Cola regularly. It has been even stated
that every second of every day, people everywhere 13,000 of them pop
open a Coca-Cola product (Bodden, 2008). And some of these consumers
drink Coca-Cola regularly.

The extent of efficiency of Coca-Cola marketing initiatives can be evaluated


on the basis of market share criteria as well. The company is selling its
products in more than two hundred countries employing 139,600 employees
and is a market leader in the majority of these markets (Growth, Leadership,
Sustainability, online, 2011). This fact can be pinpointed to as an evidence of
success of Coca-Cola integrated marketing communication initiatives.

Moreover, if the efficiency of company marketing campaign is to be evaluated


from the viewpoint of profitability it can be seen that partially as a result of
effective integrated marketing communication strategy Coca-Cola was able to
generate $8.2 billions from operations during the year of 2009 (From Our
Leadership, online, 2009).

However, there is also an alternative approach in terms of evaluating the


success of marketing campaigns involving media. For instance, marketing

initiatives involving media relations can be assessed through a range of


media tools such as advertising equivalency, number of total audience that
has been reached through a specific publication, numbers of journalists
hosted, articles published etc.

The evaluation of media marketing campaigns conducted through the


internet, on the other hand is conducted by application a different range of
assessment tools such as the total number of unique visitors to the website,
length of visit to the website, natural (free) search engine results, paid search
engine results, and others.

Similarly, there are specific sets of efficiency level evaluation tools that can
be applied to each individual method of integrated marketing communication
initiatives. The application of these measures to Coca-Cola marketing
campaigns proves the campaigns to be efficient and positively contributing to
the achievement of their aims and objectives.

Conclusion

Having an effective integrated marketing communications strategy and


efficiently to implement it is one of the necessities for companies in a modern
business world without which the chances for companys long-term growth
will be compromised. In order to be successful the components and all
elements of marketing campaigns, including images, texts audio and video
materials need to be effective.

This article has studied the related issues in the case of Coca-Cola Company
in general, and their core products Coca-Cola soft drink in particular. The
company relies on media extensively in order to conduct its integrated
marketing communication strategy. The choice of media used by Coca-Cola
includes newspapers, magazines, internet, television, cinema, radio, posters
and billboards.

Marketing campaigns initiated and conducted by Coca-Cola has a range of


objectives to achieve that include encouraging a liking for Coca-Cola,
increasing short-term sales, forming buyer behaviour and others.

Analysis of images and words used in Coca-Cola marketing campaigns has


identified that these marketing efforts aim to communicate three types of
messages. Firstly, Coca-Cola marketing initiatives aim to communicate a
message that this drink is a best solution to satisfy the thirst. Secondly, CocaCola marketing campaigns aim to communicate a message that drinking
Coca-Cola is associated with style, being cool and trendy. Thirdly, marketing
campaigns devised by Coca-Cola aim to communicate the message that
drinking Coca-Cola is a part of everyday life and that the drink is a part of a
lifestyle.

However, the most interesting part is that all of these three types of benefits
that Coca-Cola is offering its potential and existing customers are only
perceived benefits. Specifically, the statement that Coca-Cola satisfies thirst
better than any other drink is justifiably under high degree of suspicion. And
it is also absolutely clear that Coca-Cola does not make anyone stylish,
trendy and cool in reality and all the promised benefits of such a nature are
only perceived benefits.

The above stated facts reveal the huge amount of potential of marketing in a
way that Coca-Cola Company offers mainly perceived benefits to its
customers, however, with the effective choice of components of integrated
marketing communication and their efficient use the company was able to
become one of the most successful multinational corporations in the world.
3.)
Coca-Cola is using all elements of promotion,
1. Advertisement- Coca-Cola advertise in traditional media such as: TV, news
papers, magazines, billboards, bus stops, and etc. the company is also using
the new methods such as websites and blogs to supply more information
about the company and its products.

2. Public relation- the company has its own website were consumers can view
press releases, executive speeches, and statements which addresses lawsuits, rumors, stories, and etc. the latest example can be also the World
Wildlife Fund, Coca-Cola campaign for the Polar Bears home, the company
ties in the branded image of Coke Polar Bear with the concern for the
environment. The company started to manufacture more than 1.4 billion
white coke cans, the company will also commited to raise 3 million for the
fund between November 1- March 15, 2012. The company will donate 2
million and will rais 1 million from public donation, by texting the package
code to 357357 and $1 will donate to the fund. The Coca-Cola Company

3. Sales promotion- In "My Coke Reward", you can find tons of coupons,
rewards, gifts, free vacations, and etc.
4. Personal selling- Cola-Cola has highly trained sales team, the company
primary used personal selling for business to business sales. The company
sells its products to retail stores using intermediaries, it can also be called
Interpersonal communication, direct- face to face communication. Coca- Cola
also sells its products to restaurants, part of the restaurants sell only CocaCola Coke.

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