University Marketing Report: Coca-Cola Brand Analysis and Strategies

This report provides a comprehensive marketing analysis of the Coca-Cola brand, examining its objectives, target markets, and brand positioning. The report begins with an overview of the brand, its history, and its product offerings, followed by an examination of its marketing objectives, which include increasing customer engagement, enhancing brand awareness, and boosting sales. The analysis then delves into Coca-Cola's target markets, segmenting them demographically, geographically, and by values, lifestyle, and behavior. The report includes detailed customer personas for each target market, outlining their backgrounds, lifestyles, and brand attributes. Finally, the report analyzes Coca-Cola's brand positioning in the competitive soft drink market, highlighting its strengths and weaknesses, and concluding with a discussion of the brand's overall marketing strategy and recommendations for future campaigns. The report also includes references and a bibliography.

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

1MARKETING
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

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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.

3MARKETING
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.

4MARKETING
The company is determined to increase the number of new customers by 15% at the
end of upcoming 12 months’ time period.
Apart from that, one of the substantial motive of the company with the undertaking of
the digital marketing is to ensure that the awareness and demands amongst the customers
regarding the products of the company enhances in a rapid manner (Baah and Bohaker 2015).
Other than this, the undertaking of the digital marketing is expected to enhance the
brand loyalty and positive reviews about the products of the company in the social media
platforms.
Other than this, the company is expected to achieve a great share of ease in
introducing their new products through the undertaking of the digital marketing campaign in
the coming 12 months period of time.
Most importantly, the basic objective of the company with the undertaking of the
digital marketing campaign is to ensure that the profit margin of the company increases at
least by 8% at the end of marketing campaign.
Target Markets:
Being a market leader in the carbonated soft drinks industry, the company faces the
necessity to develop a variety of products and with the products, the company has the
obligation of identifying the specific target groups as well. The target audience provides
important information regarding the factors that the company is expected to consider in their
marketing campaigns. As a result, the formulation of the multiple number of target markets is
not only the success factors for the companies in conducting their digital marketing
campaigns but also is the need of hour for them in managing the marketing activities in a
professional manner (Arab 2018).

5MARKETING
Target
Market
Demographic Geographic Values and
Lifestyle
Behavioural
Aspect
Income
Groups
Target
Market A:
15- 30 Years
Male and
Female
All
metropolitan
states of
Australia
Athletes,
teenagers,
young adults
and young
professionals.
Individuals
who never
used the
products.
Individuals
who are
existing
customers.
Individuals
with an
average
income of
40000 US
dollars per
annum.
Target
Market B:
31- 65 Years
Male and
Female
All
metropolitan
states of
Australia
Mid Age
professionals,
Home maker
women.
Individuals
who never
used the
products.
Individuals
who are
existing
customers.
Individuals
with an
average
income of
50000 US
dollars per
annum.
Target Market A:
With a close consideration towards the array of the products that the selected
organization offers to their customers, the segmented groups of customers will be important
for aligning the marketing activities as per the necessities of the customers. With such an
understanding, the target market A is framed where the demographic preferences are
customers of both genders male and female. However, the main basis of differences in the

6MARKETING
segmentation considering the demographic factors is the age. In Target Market A, the
company must target the customers belonging to the age group of 15 to 30 years. Being an
American soft drink giant, the company is expected to have a uniform approach to all the
states of Australia in order to target the customers and as a result, there will not be any sort of
strict geographical considerations. However, the consumption characteristics of the products
of the company in Australia certainly influences the segmentation of the target market groups
to be limited to only the metropolitan cities of the nation. The company is expected to target
the professionals who experiences the lifestyle of an athlete, teenagers, young professionals
and young adults (Mutua 2016).
The consumption characteristics for the section of the customers is considerably high
and the main factor that triggers the section of the customer is the taste of the products
offered by the company. Having said that, the athletes prefer to intake healthy diet based
drinks so that it does not produce any harmful impact on their health. For the individuals who
have never consumed any of the products of the selected brand, are expected to be
communicated about the product offerings in a more appropriate manner. For the section of
the customers, the company has the necessity to interact and communicate about their
products so that they have a clear idea of the company’s offerings. For the same, the company
has the necessity to conduct extensive amount of social media marketing activities and at the
same can also apply benefit marketing to attract the customers where the consumers will be
provided the scope of experiencing the products of the company at a comparatively cheaper
rates at the preliminary level (Njoroge 2017). For the existing customers, the digital
marketing is expected to be aligned in such a manner where the customers will obtain the
news regarding the loyalty offers, customer bonuses along with other value added services.
Other than this, the pricing policy of the company influences the marketing team of the
company to attract the customers who have an annual income of 40000 US dollars.

7MARKETING
The specification regarding the income is made considering the age and stage of life
of the customers. Other than this, the lifestyle preferences for the selected group of customers
will be the greater tendency of participating in the social media platforms and online
platforms. The individuals who have the tendency of posting regarding their consumed food
or drinks products and elaborating the taste and calibre of the same through text, audio and
video posting will be an important consideration for the company in targeting the customers.
Target Market B:
With a close look at the mentioned segment of the customer, it is evident that the
customers belonging to the age group of 31 to 50 years will be targeted. Along with that, the
consumption characteristics of the selected brand’s products amongst the customers of
Australia highlights that the company must target customers of both the genders. As the
selected customer group involves the mid age professionals along with the housewives, the
company is in need to ensure that their product offerings for the mentioned group of
customers are complying with their health standards. The important criteria for developing
the products of the selected group of customers is higher health standards rather than the taste
and colour (Rey-López and Gonzalez 2019). The marketing communication for customer
interaction will be same as the above mentioned target group however, the company has the
necessity to ensure that they be able to persuade regarding their ability in complying with the
health standards in the development of their products. As the company will be in need to
develop their products for this particular segment of the customers by complying with higher
health standards, it becomes important for the company to increase the criteria of income
parameter for the target customers. As a result, the company must target the customers with
an annual income of 50000 US dollars or above. Along with that, the presence of the
customers in social media for posting about their consumed products and having the tendency

8MARKETING
of reading the content or blogs about the foods and drinks will be a great behavioural measure
to be considered.
Persona:
Two different personas for two different target market are as follows:
Target
Marke
t
Demographi
c
Geographic Values and
Lifestyle
Behaviour
al Aspect
Income
Groups
Brand
Attributes
Target
Marke
t A:
15- 30
Years
Male and
Female
All
metropolita
n states of
Australia
Athletes,
teenagers,
young
adults and
young
professional
s.
Individuals
who never
used the
products.
Individuals
who are
existing
customers.
Individual
s with an
average
income of
40000 US
dollars
per
annum.
Comfortabl
e for
carrying.
Good taste
and helps in
gaining
energy
Target
Marke
t B:
31- 65
Years
Male and
Female
All
metropolita
n states of
Australia
Mid Age
professional
s, Home
maker
women.
Individuals
who never
used the
products.
Individuals
who are
Individual
s with an
average
income of
50000 US
dollars
Refreshing
products.
Higher
consideratio
n towards
the health

9MARKETING
existing
customers.
per
annum.
standards.
Easy to
carry.
Target Market A:
Personal Background:
Age: 23 years
Employed in an IT company of Sydney for last 1 and half years.
Lives in Sydney.
Life Style:
Super busy and hectic life style as he has the responsibility of managing his operations in a
busy IT department. Jamie is responsible for managing a group of 15 IT professionals in his
workplace. Along with that, he co- ordinates with the other teams of the company and also
ensures the smooth management of the business communication with the higher authority.
“The taste of coca cola
is mesmerizing to me.”
- Jamie Taylor (23
Years age)

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On the other hand, he is a part of a family of four individuals where he is accompanied by a
sister and his parents. As a result, he faces the necessity to manage his personal life as well.
From the situation, it is understandable that Jaime is affected by the work life imbalance and
financial restraints in a notable manner. As a result, Jaime selects the coca cola products as
stress busters.
Personal Goals:
Jaime wants to become an improved leader in his or her profession.
Jaime has the goal of helping his parents financially and emotionally.
Jaime wants to ensure that the family leads a good quality life where the financial support is
not a point of concern for them.
Along with that, Jaime helps her sister in managing her education.
Frustrations:
Jaime faces ample amount of frustration from both personal and professional life.
Jaime feels that the coca cola products to be the best stress buster for him as according to
him, the taste of the products seems to be mesmerizing for him.
Other than this, Jaime has the tendency to recommend the products of coca cola to his
colleagues and friends with the utilization of his social media presence.
Tendency:
Jaime uses Facebook, Instagram, Twitter and Pinterest. Jaime usually spends 2 an half hours
per day in these social media platforms where he posts the foods he consumes and reads the
blogs related to coca cola products and also views the promotional videos of the products.

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Considering the purchasing behaviour, the most favours drinks for Jaime are Coca Cola,
Sprite, Oasis and Odwala.
Target Market B:
Alex Bracken is senior customer of Coca Cola from New South Wales region. He is currently
operating as a senior manager in an engineering company.
Personal Goals:
To be strong and happy in leading his life.
To have a simple and beautiful time with his family for the rest of the life.
Life Style:
“The products of Coca Cola is
good for my health and is
possibly the only soft drink brand
that considers the health
parameters for the aged
customers”
- Alex Bracken (64 years age)