Market segmentation: a new type of communication media

MARKETING COMMUNICATION COMMUNICATION 1 1 MARKETING COMMUNICATION MARKETING COMMUNICATION Name of the Student Name of the University Author Note Introduction 2 Discussion 2 Background of the company: 2 Overview of current market activities: 3 Current market segmentation: 4 Communication objectives: 5 Core creative concept: 5 12-month media plan: 7 Measuring IMC plan effectiveness: 2 Conclusion 3 Introduction The medium adopted by companies in conveying the message of product and service offerings through indirect or direct channels for the customers is known as marketing communication (Adnews.com

Running head: MARKETING COMMUNICATION
MARKETING COMMUNICATION
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction................................................................................................................................2
Discussion..................................................................................................................................2
Background of the company:.................................................................................................2
Overview of current market activities:...................................................................................3
Current market segmentation:................................................................................................4
Communication objectives:....................................................................................................5
Core creative concept:............................................................................................................5
12-month media plan:............................................................................................................7
Measuring IMC plan effectiveness:.......................................................................................2
Conclusion..................................................................................................................................3

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Introduction
The medium adopted by companies in conveying the message of product and service
offerings through indirect or direct channels for the customers is known as marketing
communication (Adnews.com.au 2019). The prime objective of marketing communication
strategies is to persuade the purchasing decision of the consumers in the market. The purpose
of the report is to develop an Integrated Marketing Communication Plan for an organization
by representing a 12 months media plan. The product selected for this company is Coca-Cola
No Sugar. The paper will also create the 12-month plan by developing the core concept for
communication message. The paper will be concluded by summarizing the main objectives
and plan for Integrated Marketing Communication.
Discussion
Background of the company:
The American Multinational corporation, Coca-Cola is a manufacturer and marketer
of the non-alcoholic beverages syrups and concentrates that is popular for the flagship brand
Coca-Cola. The first concentrate was invented by a pharmacist in the region of Atlanta,
Georgia, John Stith in the year 1886. The product range includes Coca-Cola, Sprite,
Powerade, Fanta, Pump, Bisleri, Glaceau Vitaminwater, Barista Bros, Mount Franklin, Fuze
Tea, Zico, Keri Juice, Appletiser, NutriBoost and Lift (Coca-cola.com.au 2019). The flagship
product of the company was further diversified into healthier options, Coca-Cola No Sugar,
Diet Coca-Cola and Cola-Energy. Coca-Cola Company has been one of the most recognized
brands all across the world with a distinct red shade to the shape of the bottle. The brand
positioning of Coca-Cola in Australia is directed towards the One Brand strategy by
including the variants of the product Coca-Cola in one family. Coca-Cola Classic, Coca-Cola
Stevia, Diet Coke and Coca-Cola No Sugar was added in the One Brand strategy for the

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belief that ‘less is more’. The main objective of the company is to be considered for the
business, which is ethical and responsible for accelerating the sustainable growth for
operating efficiently in the future. These objectives are the base for the decision-making
process of the company. The company is considered to be the leader in the beverage division
in Australia. The Earnings Before Interest and Taxes of the company in the year 2018 grew
from the year 2017, 9.1 percent from 8.8 percent in Australia. The main competitors of Coca-
Cola include PepsiCo, Nudie Foods Australia, Schweppes, Kirks, Golden Circle, Bundaberg,
Heinz and Saxbys.
Overview of current market activities:
Current market activities of Coca-Cola includes:
 Following responsible marketing policy: The Coca-Cola Company have decided to
restrict the broadcast of the advertisements regarding product details in any of the
channel, merchandise and toys. The reason behind this decision is to respect the
control of lifestyle and diet of the children on their parents (Coca-colacompany.com
2019).
 Addressing changing preferences: Coca-Cola is a very popular beverage company,
which have addressed every customer group with a wide range of products. The taste
of Australian consumers is changing with their consciousness towards health. The
beverage company launched Coke No Sugar during 2017 for adding a healthier
version of Coke in its range.
 Coca-Cola No Sugar campaign: For addressing the ‘low sugar’ trend in Australia, the
company decided to dedicate their 90 percent market spend to No Sugar variant.
 Phasing out Coke Zero for No Sugar: The company decided to phase out the variant
Coke Zero after the successful response of Coca-Cola No Sugar in Australia.

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 Most significant sampling ever for Coca-Cola No Sugar: The biggest sampling
campaign from the marketing team of the company for creating a more significant
impact from other reduced sugar or non-sugar Coke. The marketing team of the
company distributed around two million samples in Australia through various
channels including, billboard advertising with sampling, through a contest of winning
Coca-Cola No Sugar snowboard, Facebook live videos by demonstrating the activity
of sampling and sampling with the outdoor advertisement.
Current market segmentation:
Current market segmentation strategy of the Coca-Cola Company is wholly based on
the new product launches and changing preferences of the Australian market. The market
segments that are targeted by the company, especially in terms of the most successful no
sugar Coke are as follows:
Demographic segment: For Coca-Cola No Sugar, the company focused both male and female
of age group between 20 to 49 with any income groups. The Coca-Cola No Sugar is targeted
towards people from any ethnicity for offering similar Coca-Cola Flavours but without the
presence of sugar. The brand will target the occupation of the consumers such as office goers
and college students.
Psychographic segment: The company targeted people with a healthy lifestyle or health
conscious people by the introduction of Coca-Cola No Sugar. People who actively participate
in different forms of physical activities. The personality traits that are targeted by the
company includes openness and extraversion, who are full of enthusiasm, spontaneous and
active in various activities. The company targeted people with the consideration of true
values about being healthy, offered by a socially responsible brand.

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Media consumption: The media consumption rate of young adults and middle-aged
consumers are high as they are inclined towards the exposure of the content and information
floating on the internet (Baker 2016). The target market for Coca-Cola No Sugar is exposed
through the widest range of media messages due to the application of social media platform,
Television, YouTube videos and written blog content in their life. The advertised content
through these channels can influence their preferences or increase brand or product loyalty
(Luxton, Reid and Mavondo 2015).
Communication objectives:
The communication or advertising objectives for the brand Coca Cola No Sugar includes:
 To develop brand awareness about the healthier version of the original Coke
 To build brand recognition by advertising specific characteristics constantly
 To stimulate brand loyalty by influencing consumer preferences and behaviour
 To adopt a co-creation strategy for communicating product message to the target
audience
 To ensure high brand recognition than any of the low sugar variants of Coca-Cola
Core creative concept:
The core creative concept of the product will be based on the motive of accomplishing
advertising objectives (Batra and Keller 2016). The content will demonstrate specific
characteristics of the product features that will develop a synonymous meaning of the product
with the content.
Campaign name for the Coca-Cola No Sugar brand: The Wait is Over!
Campaign message: Tastes like your original Coke but better
Concept strategy: Teaser ads for creating the hype and curiosity amongst target customers

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A glimpse of the elements that will be extracted or shaped based on product characteristics
for addressing the stages of brand awareness, brand recognition and brand loyalty.
Message content:
Picture for every channel
#TheWaitIsOver (Tagline)

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Teaser ads for billboards, Television and social media pages
The picture of Non-Sugar will be used for every channel to create brand recognition and
relatedness of the main feature with the product variant of Coca-Cola in Australia. The
tagline for the product will be ‘The Wait is Over’, to create a need or to address the need for a
healthier version of their favourite beverage. The media message will also demonstrate one of
the most significant features of the product, ‘Tastes like your original Coke but better'. This
line indicates two aspects of creating brand awareness and step towards brand loyalty, as the
message has a word ‘your', which immediately associates the emotional connect of the
consumers to the new variant of Coca-Cola and the message addresses the anticipated
concern of missing the Coca-Cola's original taste. The message responded to the concern by
ensuring the communication of Coca-Cola No Sugar is the healthier or better version. The
teaser ads for Coca-Cola No Sugar will stimulate curiosity and hype regarding the new

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product from Coca-Cola, which is supposed to have no sugar. The teaser ad of the product
will be advertised in different media channels creating the widest possible reach in Australia.
12-month media plan:

Running head: MARKETING COMMUNICATION
Media
Type
Campai
gn Media Vehicle Format
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J
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Total
Ads
Digital
Acquisi
tion Youtube 3min video 6
Outdo
or
Promo
tion
Billboards,
Banners Teaser ads: 14"x48" 3
Broadc
ast
Promo
tion Television 15 seconds ad 7
Digital
Engage
ment
Social media
platforms Contest 2
Digital
Promo
tion YouTube Influencer vlog 3
Transit
Conver
sion Vehicles
Coca-Cola No Sugar
Selling Truck 7

Running head: MARKETING COMMUNICATION
The media vehicles that will be used for the 12-month media plan for the product Coca-Cola
No Sugar includes YouTube, Social Media Platforms, Billboards and banners and Television
(Juska 2017). The decision of choosing these media are directly targeted towards the purpose
of accomplishing marketing communication objectives for the Coca-Cola Company product,
Coca-Cola No Sugar. The media type selected for the 12-month media plan are digital,
transit, broadcast and outdoor. The collaboration of the creative concept and media vehicle
application will address the objectives such as, brand awareness, brand recognition, brand
loyalty, co-creation of building the product as a brand and increasing the popularity by
competing with own reduced or no sugar Coca-Cola products like, Diet Coke and Coke Zero.
 Outdoor Ad: The outdoor advertisement for the product will aim at creating the hype
or curiosity for the product that tastes similar to original Coke but is better, by teaser
ads using banner or billboards. The outdoor advertisement will be showcased for the
initial three months in the 12 months, creating the base for further advertisement and
product distribution (Blakeman 2018). The target market of office goers, college
students, age 20-49 will be exposed to the banners and billboards on the way from
home to office. The ads will be showcased near the office and college regions,
resulting in high media consumption.
 Digital Ad: Another media type selected for the 12-month media plan is Digital media
for posting a video advertising the features of Coca-Cola No Sugar and initially
creating curiosity with teaser ads for building brand awareness amongst the target
consumers of Australia (Darley et al. 2016). The ad will be posted six times in a year,
for one week in every specified month in between music videos as around 95 percent
YouTube videos watched are music albums. YouTube will initiate the process of
creating awareness by targeting a wider reach (Fill and Turnbull 2016). The target

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market of the product has high media consumption rate with respect to YouTube as
the young population uses YouTube as the medium entertainment.
 Broadcast Ad: The broadcast media type will use Television. The Television ad of the
No Sugar variant will focus on the objective of creating brand recognition by
repeating the ad content every two to three months. This will result in relatedness of
the product characteristics with the consumers’ choice, the urge of having a Cola
Drink with no negative health impact will directly lead the decision to Coca-Cola No
Sugar. Middle-aged people are exposed to the media content of the Television so that
the ads will be broadcasted in news channels or sports channel.
 Social Media: Social media platforms will be used for conducting engaging the target
market for the objective of co-creation (Felix, Rauschnabel and Hinsch 2017). The
potential consumers will be encouraged to click a selfie with the product, and those
pictures will be reflected in one of the bottles' packaging in the form of a collage. The
media consumption rate of the young and middle-aged population is high in terms of
active users of social media pages.
 Digital media: YouTube will be used again to influence the buyers’ attitude through
the YouTubers or influencers (Haider et al. 2019). This strategy will aim at creating
brand loyalty. Australian YouTube influencers will be also be partnered for
announcing about the contest of co-creation (Homburg, Jozić and Kuehnl 2017). This
will occur in the month of November and December in alignment with the festive
season. The media consumption rate of the target consumers is majorly dependent on
the information from YouTube Influencers.
 Transit media: This strategy will use the moving vehicles like buses, trucks to
promote and facilitate the conversion of customers. The company can organize a
Coca-Cola No Sugar truck that can both promote and sell the product. The trucks will

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be targeted towards college and office areas for filling the break time with
refreshment.
Measuring IMC plan effectiveness:
 The effectiveness or success of the selected media strategy and the channel will be
measured (Valos et al. 2017)
 The alignment between media objectives and media channel or type selection will be
measured.
 The effectiveness will be measured by using the Key Performance Indicators for
Coca-Cola No Sugar.
 The Key Performance Indicators are
 Market share of Coca-Cola No Sugar
 Growth of the low or zero sugar segment
 Goodwill
 Wider reach
 Brand Loyalty
 Brand Recognition and Relatedness
 The Key Performance Indicators (KPI) for the product will demonstrate the
accomplishment of the objectives of brand awareness, brand recognition, brand-loyal
customers and popularity of the product in terms of own product in the same segment
and competitors.
 The success will be the leadership position of Co-Cola No Sugar in the similar
category by competing with its own products, Coca-Cola Zero, Diet Coke and with
the competitors like Pepsi Zero Sugar.

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Conclusion
Therefore it can be concluded from the paper that IMC plan of a brand is targeted
towards the purpose of accomplishing the marketing communication objectives. The media
type and channel selected should be focussed on the rationale of creating and addressing the
desire of buying a product. The media selection should be a combination of traditional and
digital media for targeting a wider reach based on the audience media consumption rate.

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References:
Adnews.com.au 2019. Coca-Cola taps influencers and outdoor for No Sugar launch -
AdNews. [online] Available at: https://www.adnews.com.au/campaigns/coca-cola-
taps-influencers-and-outdoor-for-no-sugar-launch
Baker, M.J., 2016. What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Batra, R. and Keller, K.L., 2016. Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), pp.122-145.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Coca-cola.com.au 2019. Coca-Cola Australia, New Look - Same great feeling. Discover our
brands and stay up to date with the latest news and special events.. [online] Available
at: https://www.coca-cola.com.au/en/home/
Coca-colacompany.com 2019. Responsible Business. [online] Available at:
https://www.coca-colacompany.com/au/responsible-business.html
Darley, W.K., Dall’Olmo Riley, F., Singh, J. and Blankson, C., 2016. Brand building via
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Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, pp.118-126.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and
participation. Pearson.

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Haider, A.A., Zafar, A., Khalid, A., Majid, A., Abdullah, M.A. and Sarwar, M.B., 2019.
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of Marketing Management, 33(17-18), pp.1522-1558.

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