Marketing Analysis: A Brand Strategy Report on Coca-Cola

This report provides a comprehensive analysis of Coca-Cola's brand strategy. It begins by identifying Coca-Cola's core target market, exploring various segmentation strategies including demographic, behavioral, psychographic, and geographic segmentation. The report then delves into justifying...Read More

Brand Strategy
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Brand Strategy
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Brand Strategy
Contents
Brand’s core target market..........................................................................................................................3
Justifying the brand positioning...................................................................................................................5
Digital Landscape........................................................................................................................................7
The effect of digital era...............................................................................................................................9
References.............................................................................................................................................13
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Brand Strategy
Brand’s core target market
Coca cola is one of the oldest companies in the marketing trick. The customer circle of Coca-
Cola becoming bigger and the other competitive companies are available to the people. The
segmentation of marketing has become though for marketing strategy each and every company
those who are launching products in the market they include the segmentation in their thinking.
By the demand of the customer there are only three options of classification. The three ways are
public or customer needs about the product, their demand and what they want form coca cola.
The first thing should be kept in mind which kind of people will like the product. The main thing
Coca-Cola should keep in or include in their strategy that the range of the customer and how
much the product is reachable to the customer and the demand among the entire customers. Then
the market segmentation should come in the production (An Analysis of Business Framework in
identifying Customer Driven Demand Discovery, 2015).
 DEMOGRAPHIC SEGMENTATION
Demographic segmentation is one of the most widest and acceptable marketing segmentation
used by Coca Cola. The Company is using this method to know the population using the product.
In general the population is based on different variables. This part of segmentation actually
includes the people of different condition. Age, gender, source of income, salary etc. are the parts
of this market segmentation. The company can take their decisions about the products based on
these companies. The issues that the company may face in the future are directly or indirectly
depend on the demographic market segmentation (McDonald and Dunbar, 2013).
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Brand Strategy
 BEHAVIORAL SEGMENTATION
This segmentation is depended in customer usage and the marketing pattern. For an example, the
people of village will not prefer to have Coca Cola and the products are not easily available for
them but at the same time people in the city those who are young they will always love to have
Coca Cola in summer or any other season. So we can see the difference between the customer in
village and city. So company like Coca Cola should keep in mind that the customer range should
be high in every corner in world("Coca-Cola Reveals Lessons Learned From Its London Olympics
Marketing"). The behavioral segmentation is depended on the people’s nature for example people
will buy a Coca Cola of two liter family pack bottle. Those are the big purchase customers of the
company and those people who buy a small bottle those customers are normal people. Same as it
is in festival season people buy more bottles of Coca Cola than any other time people those who
cannot effort the big bottles they will also buy the same thing as the premium customer so this is
the behavioral segmentation. Coca Cola company basically uses this segmentation for their
marketing.
 PSYCHOGRAPHIC SEGMENTATION
Psychographic segmentation is also similar like behavioral segmentation, the difference between
behavioral segmentation and psychographic segmentation is psychographic segmentation
depends on the psychological facts of the customers. People or customers buy Coca Cola
products based on their life style, social standing etc. Psychographic segmentation is created for
the difference class of people like Coca Cola have launched different kind of containers small,
big and visually attractive to people (Franklin John, Senith and Jino Ramson, 2014). So the
company targets to all kind of people and all ages as well. So this is a segment where company
like Coca Cola set a level to reach all kind of customer and all age of customers. In this segment
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Brand Strategy
there is class of people those who buy the things by a Judgment. Like the difference of village
and city, the percentage of buyer can be calculated by this formula. Psychological facts of the
customers are very crucial in terms of the company’s point of view. It can be said that the
company must divide the customers in different groups in order to gain knowledge about the
mentality of the customers in different aspect, if it is done accordingly then it can be said that the
company will be effective in the field of business("Coca-Cola Reveals Lessons Learned From Its
London Olympics Marketing").
 GEOGRAPHIC SEGMENTATION
Geographic segmentation is based on the people’s geographical position. Coca Cola is a World
Wide based company, so the process of explore the business into the remote area where people
are not able to get this products. The problem is in village areas where all kind of Coca Cola
container is not available but in city people gets every container of Coca Cola and the latest
launched containers as well. So the companies like Coca Cola should increase the supply to this
kind of area where the demand of the product always remains the same. The main difference of
geographical is weather; each and every corner of the world has its own climate. The cold places
of the world are less demanding for cold drinks, and the hot places have more in demand than the
cold places. This is the main difference we can see in the geographical segmentation .Company
like Coca Cola should give more importance to the geographical segmentation than others
segments because geographical segment represents the international market as well. The location
or the address of the customers can be very crucial in terms of deciding the success of the
company. It can be said that the choices of the customers vary depending on the position they are
in. The customers with different region of living have different choices and depending on which
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Brand Strategy
the company must build their strategies("Coca-Cola Reveals Lessons Learned From Its London
Olympics Marketing").
Justifying the brand positioning
Coca Cola is a famous brand. The management department of the company knows exactly where
to position the company so that the products can reach its target customers. In the initial stages of
the company there were many problems that the company had to face while earning the
reputation. Now standing in the initial stages of twenty first century the company it can be said
that among many soft drinks companies in world, Coca Cola maintains a different level. The
company has earned its reputation by serving the best quality of soft drinks in different parts of
the world. There are much reason and many situations depending on which the company has
been maintaining the top position in the market among many other soft drinks.
 The company has mainly targeted the main cities all around the world in order to gain the
customers’ positive feedback. It is to say that the company has captured the huge position
in the markets of these cities in order to maintain the market in a proper way.
 The company has mainly targeted those marketing position where they have come to
know that the requirements and fantasy of soft drinks are available (Lakhani, 2008). In
this scenario it can be said that the company actually has targeted the customers in order
to maintain flow of the business in a proper mannerism
But there are some places where the company requires to be modified. Those are the places
where the brand needs to be modified in order to maintain the brand positioning in the most
effective way.
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Brand Strategy
 In today’s generation there are many places where the soft drinks are yet to be known. It
can be said that the company are yet to reach the customers of those places. This is the
point that the company should not avoid and they must take sharp decisions in order to
satisfy those customers with their proper servitude.
 There have been many issues where the reputation of the company has been attacked by
some negative feedback. Some of the customers have given some statements about the
product of the company that the company is not using the proper material to produce
them. It has affected the company in a bad way and that is the place where the company
must think twice and they also must rectify their problems at once.
There are many situations where the company suffered in the past and they have turned back
from those situations in the most effective way. In this scenario it can be said that the
company must use all their techniques in the most positive way in order to maintain the
reputation of the company. This can be proved to be very effective from the company’s point
of view. While there are other competitors in the market like Pepsi, RC cola etc. that are
ready to grab the market with their products, Coca Cola must rectify all their problems in
order to maintain the business flow in a perfect way. The strategies of the company must be
different from the other companies so that the customers can understand the values
differently. That is where the success of the company will lie and the products will get their
desired results as expected while starting the business.
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Brand Strategy
Digital Landscape
Digital landscape actually enhances the digital marketing process by various marketing methods.
Digital marketing landscape matures a new set of challenges is manifesting and changing the
way by which the digital marketing is done. Digital marketing actually helps the brand to get the
proper promotion. Here in this scenario Coca Cola has maintained all the terms and the condition
in the marketing strategy. It is obvious that the company has a particular strategy when it comes
to the part of marketing or promoting the brand. In this scenario digital era has played a vital role
in order to build the reputation of the company. There are various aspects of digital marketing
including the social media (Carter, 2011). The platforms of social media and their effects are
described below.
Role of social media: The role of social media has been very effective in order to promote any
particular brand. It can be said that more or less almost every single person in this world is
related with the platform of social media. So the strategy of using the social media is very crucial
for Coca Cola. The platforms of social media can be described in the following way,
Facebook: Facebook has been the main face of social media in this generation. Starting from the
year of 2004 Facebook has captured the entire market and there are hardly a number of person
who do not use Facebook. This invention of Mark Zuckerberg has created an era which is related
to many things in this world. The companies have used the platform of social media to promote
their brands in very effective ways. In this scenario Coca Cola is also aware of the situation and
have used this platform in very effective ways. There are various processes in the platform of
Facebook by which the company can promote the brand. First of all they have created a page of
Coca Cola and invited the users to like the page of the company. In this way, Coca Cola has
reached many customer and the interested customers have approached to know more about the
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Brand Strategy
product through the Facebook pages. All the new brands and the promotional activities are
posted in the page and the users of Facebook get to know about the new products of the brand
(Jankowska, 2012).
Twitter: Twitter is another platform of social media where Coca Cola has promoted the brand in
the most effective way. It is slightly different than Facebook and the users here always follow
what they like. It means that the brand just needs to create an account in Twitter and the users
will automatically get to know about the brand if any activities are done. It means that the
activities that Coca Cola makes will automatically reach the target customers through the
platform of Twitter. So it is very effective from the point of view of the company and all the
benefits can be gained while using Twitter in order to promote the brands.
Instagram: This is another effective social media platform that has recently earned its
reputation. In the field there are many users who has been using this social media for the last few
years. The process of using this platform is very easy. All the company has to do is to create an
account in the field and then they can go for approaching the customers by posting various
advertisements. The ads can be posted in forms of still pictures and videos. The user of
Instagram will automatically get to know about the product and the company gets the benefit.
These are the basic social media platforms where the company can post their ads in order to
attract the customers towards their products. It can be said that Coca Cola is an old company and
has been, maintaining the reputation for many years. Before the inventions of the social media
having soft drinks was like a fantasy to many people but when the platform of social media came
into play many people across the globe get to know more about these soft drinks and Coca Cola
reached another mile stone in the field of the business.
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Brand Strategy
The effect of digital era
There are many platforms where the digital activities have made many differences in the field of
the business. Coca Cola has been a renowned company for many years but after the invention of
the digital marketing concept the company has made many effective changes in the scenario of
the business. It can be said that the environment of the organization has gone through many
positive changes since the time of the invention of digital era. There ar5e various campaigns that
is made by the company in terms of promoting the product (Soni, 2013). The main motto of the
company was to be popular among the people of different country so they can share their Coke
with the others in order to spread the happiness. It means the company just targeted to be part of
the happiness of different people. The digital marketing has really made huge differences in the
field of marketing. Based on these types of marketing strategies Coca Cola arranged many
campaigns like,
 The Coca Cola happiness machine: This type of machine is mainly made in order to
attract the customers who believe in online transaction. The happiness machines are
basically the coke vending machines that provide treats which includes pizza, sandwich,
flowers or drinks.
 London 2012: In the year of 2012 when Olympic was held in London, Coke decided to
take the market by attracting the teenagers. The inherent social values of the game were
used as an advantageous option in order to grab the market. The campaign had some
critical features depending on which it got success. The result of the campaign was very
impressive and they are as follows,
 1,220 subscribed to the channel that was built by the company.
 Coke was the second most talked brand during the Olympic.
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Brand Strategy
 Coca Cola attracted more than 1.5 million Facebook fans and 21,000 Twitter
followers.
 Coke Zone: This Coke Zone is basically a reward program that was launched in the year
2008 in order to capture the customers in the market. This campaign was mainly arranged
in order to encourage the customers towards the brand.
 Share a Coke: It is the most noteworthy digital campaign of Coca Cola. The idea of the
campaign is so simple yet it is still running in many parts of the world. It has been seen
that the result of this campaign has got many positive sides than the other campaigns. The
main motto of this campaign is to provide the people a chance to order their coke. In this
scenario it has been seen that there are different names on the bottles of Coke it means
that the names of the products are different for different countries.
 Tweet your Christmas wish: In this part of the campaign Coca Cola gave people the
chance to have their tweets on the giant neon sign in Piccadilly Circus. In this case, Users
had to submit their messages in the Coke zone in order to view a live stream of the
billboard to see their own messages.
 The friendship experiment: This campaign was held in China and the people of China
were targeted to bring in front of the lens in order to build up friendship. All the activities
included Coca Cola with them. The campaign was actually arranged in order to gather the
people of China in a single place. Coca Cola took all the responsibilities in order to build
friendship among them. It was just for the sake of the company and the campaign.
 King of Recycle: This campaign was arranged in order to create Facebook places for
10,000 recycle bins around. The users, who tried to recycle their bottle, took photos of
the place and post them in the social media. The other friends of the users watched the
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Brand Strategy
post and they also started to think about recycling their bottles too. This campaign by
Coca Cola was actually arranged to build the consciousness of people (Koch, 2012). The
image of the company also went high due to the activities of the company.
So these are the digital campaigns that have been arranged by Coca Cola in order to increase
their sales and to build the proper customer relation. It has helped the company a lot to earn
and maintain positive reputation (Gamerschlag and Moeller, 2011). The campaigns actually
helped the company to reach the minds of different customers so that the customers can
include Coca Cola as a part of their daily life. It is very beneficial according to the
company’s point of view.
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References
An Analysis of Business Framework in identifying Customer Driven Demand Discovery.
(2015). International Journal of Science and Research (IJSR), 4(12), pp.959-963.
Carter, B. (2011). Digital marketing for dummies. 1st ed. Chichester: John Wiley & Sons.
Franklin John, S., Senith, S. and Jino Ramson, S. (2014). Psychographic Segmentation of
Facebook Users: A Cluster Analysis. Indian Journal of Marketing, 44(10), p.24.
Gamerschlag, R. and Moeller, K. (2011). The Positive Effects of Human Capital
Reporting. Corporate Reputation Review, 14(2), pp.145-155.
Jankowska, M. (2012). Residents’ Assessment of Promotional Activities of Polish
Towns. JOURNAL OF INTERNATIONAL STUDIES, 5(1), pp.20-29.
Koch, C. (2012). Consciousness. 1st ed. Cambridge, Massachusetts: MIT Press.
Lakhani, D. (2008). Subliminal persuasion. 1st ed. Hoboken, N.J.: John Wiley & Sons.
McDonald, M. and Dunbar, I. (2013). Market segmentation. 1st ed. Chichester: John Wiley
& Sons.
Soni, P. (2013). Promoting Foods to Indian Children through Product Packaging. Journal of
Competitiveness, 5(4), pp.134-146.
"Coca-Cola Reveals Lessons Learned From Its London Olympics Marketing". Econsultancy. N.p.,
2017. Web. 22 Apr. 2017.
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