Analyzing Coca-Cola's Marketing and Communication in Digital World

This report examines Coca-Cola's marketing and communication strategies in the digital world, focusing on identifying the target audience, market segmentation, and the projected success of their products. It explores the elements of the promotional mix, including advertising, public relations, personal selling, and sales promotion, and how an effective marketing campaign can lead to commercial success. The report also discusses the strengths and weaknesses of online surveys as a research method and concludes that marketing campaigns are crucial for identifying target audiences and market segmentation. It emphasizes the importance of conducting marketing mix analysis before product launches and utilizing appropriate channels for promotion in today's digital media landscape to reach a large number of customers. The document references various journals and publications to support its analysis and findings.

Marketing and
Communication in Digital
World

Table of content
 Introduction
 Identification of target market and market segmentation
 Identification of projected success on product
 Identification of elements of promotional mix
 How an effective marketing campaign can help lead to commercial success
 Conclusion
 References

Introduction
Digital marketing is also known as online marketing and it is the
promotion of brands to connect with potential customers with
help of internet and other forms of digital communication. This
includes not only email, social media and web based advertising

Identification of target audience
and market segmentation
For identifying target audience and market segmentation, it's important to create a
marketing campaign which will help in finding out the results as well. The name of
marketing campaign of Coca Cola is “Share a coke”
Marketing Goals: Coca Cola has majorly target it's audience according to age,
income and personality traits so that they can sell their different kinds of products on
a large scale. Their major goal is towards generating revenue on a very high scale.

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 Target Personas: Coca cola has target their customers according to age,
family size and income and they have considered every customer as their
target.
 Campaign goals: Company has made their campaign goals according to
customers requirement so their major focus is towards attracting more
and more customers for their company. Coca cola also want to create
brand awareness on a very large scale through this marketing campaign.

Identification of the projected
success of the product
Marketing mix basically talks about seven P's of marketing and
their positive and negative impact has been discussed into
following manner:
Product: On the basis of it's relaunch of product, company has
introduced new version of Coca cola named as New Coke.
Earlier version of this coke has high sweetness due to which
customers do not like it on a very large scale.

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 People: Company has major focus towards young and
adult age group people where they have to take care
about their taste and preferences.
 Process: Coca cola has focus towards changing
formula of the coke because consumers do not like it on
a very large scale.

Identification of elements of
promotional mix
There are basically four elements of promotional mix which includes
advertising, public relations, personal selling and sales promotion.
 Advertising: It is the best way to advertise it's products on a very
large scale. In today's digital world, online advertising is the best
way to convey it's message and can also reach to every type of
customers.

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 Personal Selling: Companies hire sales people to reach out directly to
potential customers for purpose of sharing information of their products
and services.
 Sales Promotion: A sales promotion is a kind of an incentive in the form
of discounts or coupon where customers intended to make a purchase of
it.

How an effective marketing campaign can help
lead to commercial success
 Strengths: Under secondary research online surveys has
been taken into consideration for this purpose.
 It is helpful in this manner that it provides data in a very
fast manner and also it is cheaper in terms of cost. This data
is easy to analyse and also more accurate in terms of
finding out appropriate results.

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Weaknesses: Online surveys majorly suffers from certain kinds of
problems which has been explained into following manner:
 The population to which they are distributed cannot be described and
biases may select themselves into the sample. It cannot be targeted to
meaningful population due to which company can't receive exact
results about it.
 These surveys sometimes become inaccessible due to internet
connectivity problem.

Conclusion
It has been concluded from above presentation that marketing campaign plays a very
important role in terms of identifying target audience and segmentation of market. For the
success of product it is necessary to conduct marketing mix before launching their product. In
today’s digital media world it is necessary to use appropriate channel for promotion of their
products so that it can reach to large number of customers.

References
 Hoyer and et.al., 2020. Transforming the customer experience through new
technologies. Journal of Interactive Marketing, 51, pp.57-71.
 Ots, M. and Nyilasy, G., 2015. Integrated marketing communications (IMC): Why does it
fail?: An analysis of practitioner mental models exposes barriers of IMC
implementation. Journal of Advertising Research, 55(2), pp.132-145.
 Picard, R. and Pickard, V., 2017. Essential principles for contemporary media and
communications policymaking.

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