Coca-Cola's Marketing Strategy Assignment

6 MONTHS
IMC PROGRAM
FOR COCA-
COLA

Background
• Coca-Cola is a established player in beverage industry
• Recently company has launched a new brand: Coca-Cola Life
• Coca-Cola Life is a drink with low calories (Hamzah & Sutanto, 2016)
• The drink does not contain sugar
• With this product, Coca-Cola wants to position itself as a option for healthy drinks also (Kuo &
Feng, 2013)
• Coca-Cola life is a different product that other products in the portfolio of Coca-Cola as it is a
healthy drink

Introduction
• The new drink, ‘Coca-Cola Life’ is not able to penetrate deep in the market as marketing is
weak
• The brand needs a strong marketing plan (Shaomian & Heere, 2015)
• Objective of Coca-Cola Life is to increase awareness & consideration, followed by
conversions
• The drink, Coca-Cola Life should be at top of the mind of consumers when they any beverage
• KPI: Brand Recall (Samaha, et al., 2014)

Current Problems
Lack of
marketing
activities
Low Brand
Recall
Low brand
awareness
Limited
penetratio
n of drink
• Coca-Cola wants to focus on entire marketing funnel from
awareness to conversion as it has problems across
different areas for marketing funnel
• The awareness is limited as people associated Coca-Cola
only with carbonated drinks that are tasty but not healthy
• The brand recall for Coca-Cola life is less as people tend to
forget about it
• The company is not able to penetrate deep with its Coca-
Cola Life product

PART 1

Marketing Communication Goals &
Objectives
• The key marketing communication goals & objectives for Coca-Cola life
can be discussed as:
• Improve brand awareness with marketing
• Use social media platforms to increase brand awareness about Coca-Cola Life
• Use marketing budget to increase market penetration
• With the use of IMC improve customer satisfaction
• Improve Brand Recall (Hanushek, et al., 2015)

REDESIGNED
MESSAGE KEY
“Coca-Cola helps
you to feel refresh
& have a healthy
option with Coca-
Cola Life to feel
refresh and
rejuvenate”
This message would help Coca-
Cola Life to improve Brand recall
as it focuses on the key
positioning of Coca-Cola
through REFRESH
Here the focus is on effective positioning of Coca-Cola
Life through key message or keywords: Refresh &
Rejuvenate

Target audience
• The Key target audiences for Coca-Cola life are people who like healthy drinks (García
Peñalvo, 2015).
• This segment is available across different age groups
• The key variables of target audience for Coca-Cola Life would be:
• Income: Mid income & High Income
• Demographic: Male & Female, 18 to 55 years
•With this segmentation variables, Coca-Cola would be able to have a target audience that it
can target with advertisements

Key Audience Personas for Coca-
Cola Life
 Students
 Millennials  Business Professionals
 Health Enthusiasts
 Gym Goers
 Moms
• The above audience personas or audience segments are based on the targeted audience defined in the
previous slide
• With these audience segments, Coca-Cola can also have different messaging for different audience groups.
• For example:
• Moms: Project as healthy drink
• Gym Goers: Project as refreshing drink
• Students: Focus on price points

PART 2

Marketing Communication Mix
Marketing Communication Mix for Different
Channels
Online channels Offline channels
Social Media platforms
(Facebook & Twitter)
Print (Newspaper)
Mobile Advertisement Television
Email marketing Events based
Advertisement
Online channels would
get 60% of the total
budget (Solomon, et al.,
2014)
Offline channels would
get 40% of the total
budget
• The marketing communication mix for Coca-Cola life
would consists of both online and offline channels.
• The combination of offline and online channels would
ensure that Coca-Cola does not miss on any audience
groups. For example, Moms would have heavy usage
of offline channels and university students or
millennials would have heavy usage of social media
channels.
• Therefore, it make sense for Coca-Cola to have
combination of online and offline channels.

Budget Considerations: Online
channels
Marketing Communication
Mix for Different Channels
Online channels Budget: $30,000
Social Media
platforms
(Facebook &
Twitter)
$15,000
Mobile
Advertisement
$10,000
Email marketing $5,000
• There would be three key online channels: Social Media
Platforms, Mobile advertising & Email marketing
• Social media is the best way to reach out to consumers as
people are always active on social media platforms
• With mobile advertisement, Coca-Cola can reach
consumers with customized advertising
• Email marketing for Coca-Cola Life would focus on
establishing the message that Coca-Cola is best brand
among beverages

Budget Considerations: Offline
channels
Marketing Communication
Mix for Different Channels
Offline channels Budget: $20,000
Print (Newspaper) $5,000
Television $7,000
Events based
Advertisement
$8,000
• The offline channels would have less budget than
online channels
• The maximum offline budgets would be spend on
event based advertising
• Coca-Cola Life should organize multiple events to
target its audiences.
• The Television advertising and Newspaper
advertising would strengthen the message of
Coca-Cola

Expected Reach, Frequency &
Continuity
Reach Frequency Continuity
• 5 Million users over a
window of 6 months
• It would mean 5 Million
new users
• Each user would be
reached at the frequency
on 1 advertisement per
week (Stratton &
Northcote, 2014)
• Retargeting would be done
across different phases.
• For example, users
reached in month 1 would
be reached again in month
3
For Coca-Cola Life, Retargeting is the key. It is important that Coke must identify the consumers
reached in initial phases to target them in upcoming phases

PART 3

Campaign Evaluation Method
Method 1: Measure Brand Recall
• Coca-Cola can conduct a survey among consumers wherein it can ask the questions to understand
the Brand Recall among the users who have seen the advertisement of Coca-Cola Life and the
users who have not seen the advertisement of Coca-Cola (Brodie, Ilic, Juric & Hollebeek, 2013)
• Users can be shown an image of the brand to understand Brand Recall
• A small survey can also be used to measure Brand Recall

Campaign Evaluation Method
Method 2: Measure Sales Uplift
• The campaign would be successful only when an increase in the sales is
observed. Therefore, measuring the sales uplift would be one of the best method
to evaluate the success of integrated media communication (Grattarola, 2016)
• To measure sales uplift, Coca-Cola Life should establish a time period for which
the sales would be measured at starting and end
• Coca-Cola Life should also measure the sales average for different time periods

Campaign Evaluation Method
Method 3: Measure Brand Awareness
• Its important to measure the brand awareness. It can be measured by asking users of their perception of
Coca-Cola Life has changed in last 6 months (Zhang, Zhou, Su & Zhou, 2013)
• A small questionnaire can be created to ask used about their association with Coca-Cola Life
• 4 keys method of Brand Awareness are:
1. Surveys
2. Look at Website Traffic
3. Analyze search volume data
4. Social Listening

Conclusion
oCoca Cola Life must use both Offline and Online channels to reach out to consumers
oThe integrated media budget of $50,000 should be split heavily towards online
channel.
oThe online channel would get 60% of budget and offline channels would get 40% of
the budget
oIn online channels, the maximum budget would be spent on Social Media Marketing

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