Significance of Marketing in Modern World of Trade| Report

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

MARKETING1
Table of Contents
Introduction:...............................................................................................................................3
Overview of the brand:...............................................................................................................3
Marketing Objectives:................................................................................................................4
Target Markets:..........................................................................................................................5
Persona:......................................................................................................................................9
Brand Positioning:....................................................................................................................13
Conclusion:..............................................................................................................................14
References:...............................................................................................................................14
Bibliography:............................................................................................................................16

MARKETING2
Introduction:
The significance of the marketing and promotional activities in the modern world of
trade is observed to increase in a notable manner and that is pretty prominent with the
increasing emphasis on the functioning of the marketing teams of the companies. According
to the comments of Todorova (2015), the business organizations are facing the necessity to
communicate their business processes and product offerings to the customers. The customer
communication regarding the products and services is becoming important for the companies
in the current situation as the intense business rivalry amongst the companies provide
considerably little scope to the other organizations in maintaining their survival or growth. As
a result, the companies are putting strong emphasis on the management of the marketing and
promotional activities in both online and offline mediums. Along with that, Waheed et al.
(2017), mentioned that the importance of the marketing amongst the modern business entities
is playing a major role in creating the necessity for extensive digital marketing activities.
With the undertaking of the digital marketing activities, the companies require to identify
their brand positioning, target markets and the customer personas so that it be easy for them
in applying the marketing activities in a professional manner. The study is based on Coca
Cola brand. The study identifies the marketing campaign objectives and along with that, it
provides a brief overview of the brand as well. In addition to this, the study provides a
detailed elaboration regarding the different market segments that the company considers
while the creation of their activities. Along with that, the study also delivers important
information regarding the customer persona for the target markets. Other than this, the study
provides a brand positioning for the company as well.

MARKETING3
Overview of the brand:
Coca Cola is one of the widely consumed soft drinks across the globe. The Coca
Cola Company was established in the year 1886. The origin of the company is United States
of America. The organization serves a series of products to their customers across the globe.
The organization offers variety of products for different customer groups such as the Diet
Coke, Diet Coke Caffeine-Free, Caffeine-Free Coca-Cola, Coca-Cola Zero Sugar, Coca-Cola
Cherry, Coca-Cola Vanilla, Coca-Cola Citra, Coca-Cola Life and Coca-Cola Mango for
different customer groups (Coca-cola.com. 2020). Some of the important competitors of the
organization are Fever-Tree, Tropicana, Monster Beverage, Red Bull, Pepsico, Sprite,
Gatorade, Dr Pepper and Britvic (Redbull.com 2020). With such intensifying business
competition, the organization is observed to face the necessity of undertaking extensive
amount of digital marketing activities so that the customers are well known about the existing
and the new product offerings of the company.
Marketing Objectives:
The main marketing objective of the brand with the undertaking of the digital
marketing campaign is to enhance the customer engagement by 50% in next 12 time months’
time period.
Along with that, one of the important marketing objective of the company is to ensure
that they be able to enhance the knowledge of the customers regarding their business actions
and product offerings (Cheptegei and Yabs 2016).
In addition to this, one of the primary objective of the company with the undertaking
of the digital marketing activities is to reduce the number of lost sales by 5% in the next 12
months.