Coca-Cola's New Coke Relaunch: Marketing and Communication Strategy

This report assesses the challenges and opportunities associated with relaunching Coca-Cola's New Coke. It identifies the target audience (primarily young adults aged 10-35), outlines market segmentation strategies focusing on demographic, geographic, behavioral, and psychographic factors, and discusses projected success based on market research using Porter's five forces model. The report emphasizes the importance of a suitable promotional mix, particularly sales promotion, to create awareness and drive demand. It also highlights the impact of an effective marketing campaign tailored to the specific product and company objectives. The document concludes by summarizing the key elements of the relaunch strategy and their potential impact.

MARKETING AND
COMMUNICATION IN A
DIGITAL WORLD

TABLE OF CONTENTS
• Introduction
• Target audience and market segmentation
• Projected success according to market research
• Promotional mix
• Impact of effective marketing campaign
• Conclusion
• References

INTRODUCTION
• Coca-Cola a soft drink company, came into existence by making its first bottle in 1886 on 8th May. Coco
Cola Euro-pacific is headquartered in UK and is one of the leading organization.
• In this report, various problems related to the initial launch of the Coca Cola's New Coke will be
assessed and how the company can relaunch the product again in the market.

• Coca-Cola is a diversified brand in the world and has a widespread network of operations.
The company sells in products in more than 200 countries. The brand is engaged in
delivering a beautiful taste that can never be forgotten and is always desired by the
consumers.
• It is made by the cocaine that is derived from the Coca leaves and caffeine from Kola. The
brand slogan states taste the feeling which itself is very explanatory.

TARGET AUDIENCE AND MARKET SEGMENTATION
• The company precisely focuses on the young customers that range between the ages of
10 years to 35 years.
• Also, Coca-Cola specifically targets schools, universities, colleges, etc. The second
major category that the company focuses on is other companies.

Market segmentation precisely focuses on four major elements that are,
Demographic
• The company specifically focuses on the people or individuals that are between the age of 10-35 years,
regardless of the occupation the people should be interested in paying for being refreshed, it is available for
families and individuals.
Geographic
• The geographical reach of Coca-Cola is spread all across the world and, within different countries and cities
also, the company focuses on reaching the suburban and urban areas.

Behavioural
• The individual should be knowledgeable regarding the product and the ingredients used by
the company before use. Also, due to large customer base of the company the people
connecting to the new products will be more.
Psychographic
• The people who are not that inclined towards their sugar intake and soda intake and are not
that health conscious are targeted by the company as the drink that is to be relaunched is
sugary.

PROJECTED SUCCESS ACCORDING TO MARKET RESEARCH
• According to the market research of the company that is conducted through Porter's five forces model, an evaluation
was conducted regarding the competitors, suppliers, customers, new entrants and substitutes that are present within
the industry.
• As there are a number of competitors in the market that sell the same product that Coca-Cola sells and also the
flavours are very similar.

PROMOTIONAL MIX
• In this case of the company Coca-Cola, the company is relaunching a product that it had launched
around four decades ago. Hence, the market that is the main focus of the company is unaware about
the product. Hence, the most suitable promotional mix that the company should use is the sales
promotion.

IMPACT OF EFFECTIVE MARKETING CAMPAIGN
• A marketing strategy is basically the policy or roadmap that is
used by the company to make the people in the market aware
about its product.
• The marketing strategy needs to be in accordance to the
particular company and the product that is to be launched.

CONCLUSION
• This presentation discusses the target market and market segmentation of the relaunched product by Coca-Cola.
Also, the description regarding the projected success of the product on the basis of the market research is also given
above.
• The most suitable promotional mix that is used for the marketing campaign is provided above. And lastly, the impact
of effective marketing campaign are discussed in the presentation.

REFERENCES
Books and Journals
• Dolnicar, S., Grün, B. and Leisch, F., 2018. Market segmentation analysis: Understanding it, doing it, and making it
useful (p. 324). Springer Nature.
• Erickson, G.S., 2017. New methods of market research and analysis. Edward Elgar Publishing.
• Heerde, H.J.V. and Neslin, S.A., 2017. Sales promotion models. In Handbook of marketing decision models (pp.
13-77). Springer, Cham.
• Mooi, E., Sarstedt, M. and Mooi-Reci, I., 2018. Market research. The process, data, and methods using stata.
• Qizi, M.M.M., 2020. Classification of target audience and methods of working with them. International scientific
review, (LXXI), pp.73-74.