Marketing and Communication in a Digital World: A Case Study on Coca Cola's New Coke

This presentation discusses the importance of marketing in business organizations and how Coca Cola used marketing to re-launch their New Coke. It covers target audience and market segmentation, projected success, and effective promotional mix for success in the digital world. The presentation includes references from books and journals on marketing strategy and research.

PITCHES
COCA COLA

INTRODUCTION
Marketing is key element for company, every business
organization depend on marketing process to reach as many
audience as possible and sell their product.
This study is based on Coca Cola who is planning to re Launch
their New coke with the help of online and advance marketing
available in today’s world.
This report will discuss target audience and marketing
segmentation with projected success of the marketing.
At last this report will discuss promotional mix and how to
make marketing campaign successful.

Target audience and market segmentation:
Coco cola is one those companies who focus on marketing and
reaching as many audience as possible, this company use both
online and offline marketing campaign to boost their brand
image and product promotion.
With lunch of New Coke, Coca Cola partnership with Netflix
and planning to promote their product in one of the hit series
Strange Things.

Target Market
Target audience & market segmentation: target audience are
key pillar of every marketing campaign, company need to
select right target market with right audience.
Coca Cola need to target audience between age 18 to 29
because there are many reason; first, this selected group are
young people who will be interest in Coke, Netflix and web
series.

Segmentation
This age group will going to prefer New coke as this is
promoted on Netflix platform.
Apart from this, Coca Cola will be targeting elite audience to
boost their sales in much faster way possible.
Audience will going to demand limited addition coke, this will
perform market segmentation and will be dividing their
audience into groups that will have common interest, needs,
priorities and taste and preference.

Projected success
Every marketing campaign only become successful if their
projected success meets outcome of the marketing, if campaign
have not meet the criteria of projected success then they
marketing need to be improved.
New Coke will become successful in marketing campaign
because company have set certain criteria that need to be meet.

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Outcome: outcome platy vital role when it comes to projecting
success of marketing campaign, company can measure success
of their marketing campaign with the help of predetermine
outcome.
New coke will meet requirement of company because this
have right market with right audience, customer will be
attracted with the help of Netflix and Strange Things.

Promotional mix for successful marketing in
digital world
Promotion is one of the most important thing for every
business organization as this allow them to reach audience and
boost their sales.
New coke’s success is entirely depending on promotional mix
they will be focusing on, certain element of promotional mix
allow company to meet make marketing efforts successful.

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Advertising: advertising is important for every business
organization, this allow them to advertise their product with the
help of two most common type of advertising, these are:
offline and online, at first lunch, Coca Cola have used offline
marketing using different source like print media, newspaper,
leaflet, brochure and poster.

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Public relation: public relation is crucial for company, creating
public relation allow company to build trust and meet demand
of consumer.
New coke will be successful because Coca Cola have public
relation and meet demand of consumer, this company focus on
publicity and boost their sales with existing channels.
For lunch of New coke, Coca Cola company can adopt public
relation tool that will allow them to create publicity for their
product and service.

Effectiveness of marketing campaign
Marketing is key element for every business organization as
this allow them to reach as many audience as possible and
boost their sales.
Completely depending on marketing is very beneficial for
company because reaching wide range of audience is more
important as compared to design and ingredient of the product,
there are certain factor of effective marketing campaign that
allow company to be successful, these are:

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Brand awareness: brand awareness is most beneficial thing of
marketing, this simply means through marketing company will
get sales and their brand will reach every corner of the world.
New coke of Coca Cola will be creating an brand image for the
company and increasing brand awareness with the help of
effective marketing.

CONCLUSION
This report has discussed marketing and its importance in the
business organization.
Later this report has discussed how Coca Cola will be using
marketing for their New coke.
Later this report has discussed target audience and market
segmentation and projected success that will be estimated by
the company.
At last this report will discuss promotional mix and how
effective marketing impact company’s success in the process.


REFERENCES
Books and journals:
Baines, P., Fill, C. and Rosengren, S., 2017. Marketing. Oxford
University Press.
Ferrell, O.C., Hartline, M. and Hochstein, B.W.,
2021. Marketing strategy. Cengage Learning.
Morgan, N.A., Whitler, K.A., Feng, H. and Chari, S., 2019.
Research in marketing strategy. Journal of the Academy of
Marketing Science, 47(1), pp.4-29.
Rust, R.T., 2020. Outside-in marketing: Why, when and
how?. Industrial Marketing Management, 89, pp.102-104.