Marketing & Communications in a Digital World

This presentation focuses on marketing and communication in a digital world, using Coca-Cola as an example. It covers target audience and market segmentation, identification of project success based on market research, promotional mix for successful marketing campaigns, and the way effective marketing campaigns can lead to commercial success. The presentation concludes with references to relevant research.

MARKETING AND
COMMUNICATIONS IN A DIGITAL
WORLD

TABLE OF CONTENTS
 INTRODUCTION
 TARGET AUDIENCE AND MARKET SEGMENTATION
 IDENTIFICATION OF PROJECT SUCCESS OF PRODUCT BASED ON MARKET RESEARCH
 PROMOTIONAL MIX FOR SUCCESSFUL MARKETING CAMPING
 THE WAY EFFECTIVE MARKETING CAMPAIGN CAN LEAD TO COMMERCIAL SUCCESS
 CONCLUSION
 REFERENCES

 Marketing and communication can be defined as a
message and media that are used by organization to
communicate with their customer.
 The present report is based on Coco – cola which is a
soft drink manufacture with headquarter in United
State.
 Moreover, the presentation will cover information
regarding the planned re- launch of product by the
company.
 Lastly, it will throw light on the target audience and
market segmentation adopted by the firm and
promotional mix used by company in marketing.
INTRODUCTION

TARGET AUDIENCE AND
MARKET SEGMENTATION
 The target market of coco cola is every individual that is living in the
society . however, the organization is mainly focused on the age,
income and family size while targeting its customers for overall growth
and expansion.
 The company currently addressing their product to young consumer that
are between the age group of 10-35. The income factor also plays major
role in targeting audience of coco cola as it offer their product in
different packaging style as well as of different size and price.
 Such as their product can be easily purchased by all i.,e middle, student
and rich class people..

IDENTIFICATION OF PROJECT
SUCCESS OF PRODUCT BASED
ON MARKET RESEARCH
 Currently, the company has 42.8% of market share
across the United Kingdom.
 The customers are adopting healthy lifestyle such as
mainly female are interested to have more in diet coke.
 Therefore, the company decide to launch new product
on the bases of young generation as 30% of them
preferred diet coke.
• .

PROMOTIONAL MIX FOR
SUCCESSFUL MARKETING CAMPING
 A promotional mix is combination of various promotional
elements such advertising, sales promotion and public
relation that are used to attract more and more individual in
the firm.
 Thereby the different promotional mix tool that are used by
company for implementing successful marketing campaign
can be stated as follows:
 Advertising: The company has decided to using various
advertisement activity such as social media sites I,e.
Facebook, Instagram and website to attract the potential
customer and increase the sales. Thus, it helps organization
in launching new product in the market.

THE WAY EFFECTIVE
MARKETING CAMPAIGN CAN
LEAD TO COMMERCIAL SUCCESS

. Effective marketing campaign is very important for the
company to reach their ends goals. The organization has
make use of various methods such as targeted audience,
offer, product to attract and retained customer's in the firm.
Coco cola know their audience through way of market
research that help firm to have sufficient information about
the taste and preferences of customer thus making product
according to their needs and demands.

CONCLUSION
 The above presentation concludes on marketing and communication and the way it helps
organization in covering the large market area.
 The present presentation also summarized about the target audience and segmentation that has
contributed in launching new products.
 Moreover, the presentation also covers on promotions mix and its contribution in commercial
success.
 Lastly, the presentation though light on the way effective marketing camping of coco cola lead in
commercial success and growth of firm in international market.

REFERENCES
 Eleboda, S. S., 2017. Sales promotion as a strategy in service marketing: exploring the
believability dilemma and consumer purchase decision. American Journal of Marketing
Research. 3(2). pp.8-15.
 Fulgoni, G .M., 2018. Are you targeting too much? Effective marketing strategies for
brands. Journal of Advertising Research. 58(1),.spp.8-11.
 Hosseini, S. B., Azizi, M and et.al.,2019. The model of multiple criteria decision making to
determine the optimal product and identify target markets based on poplar, alder and loblolly-
pine. Iranian Journal of Wood and Paper Industries.10(2). pp.189-203.
 Liu, J and et.al., 2019. Market segmentation: A multiple criteria approach combining preference
analysis and segmentation decision. Omega.83.pp.1-13.