Analyzing Coca-Cola's Marketing & Communications in Digital Era

This report provides an overview of Coca-Cola's marketing and communications strategies in the digital world. It covers key aspects such as marketing segmentation focusing on age, family size, and income, and the marketing mix, detailing product variety, pricing, promotion, and distribution channels. The promotional mix, including advertising and direct marketing, is examined in relation to the product life cycle. Furthermore, the report discusses marketing research methodologies, including primary and secondary research, to understand consumer preferences and improve marketing effectiveness. References to relevant academic sources are also included to support the analysis and findings.

MARKETING &
COMMUNICATIONS
IN A DIGITAL WORLD

TABLE OF CONTENT
 INTRODUCTION
 MARKETING SEGMENTATION
 MARKETING MIX
 PROMOTIONAL MIX AND PRODUCT LIFE CYCLE
 MARKETING RESEARCH
 REFERENCES

INTRODUCTION
 Marketing planning is the process which is used for the organization and
analyzation of the marketing aims of a company which is essential for the
company for the gathering of the strategies which are tactically important for the
achieving them.
 In this project the chosen organization is Coca cola which is USA based
organization that is the producer of soft drinks.
 This project will consist of the marketing segmentation, marketing mix,
promotional mix and product life cycle.
 This project will also consist of the marketing research for the business of Coca
cola.

MARKETING SEGMENTATION
 The marketing segmentation of Coca cola is such that it targets every customer.
However, its segmentations are basically based on age, family size and income.
 Perfect segmentation is considered to be the main factor of Coca cola’s
success.
 Age is very important segment as it mainly divided into two parts for this
company.
 Young customers at the age of 10-35 are the main segment of the customer
base for this organization.
 This company also has products for its target segment of the age 40 plus.

MARKETING MIX
 The marketing mix of coca cola can also be explained with the help of the 4
P’s as follows,
 Product in he marketing mix of coca cola shows the large variety of product
beverages this industry produces with 3300 type of products.
 The beverage of this organization is divided into different diet category such
as, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc.
 Coca cola is the best brand in many countries which produces the beverage of
different types.
 One of the reasons of success of this company is that its development of so
many products.

PROMOTIONAL MIX AND PRODUCT
LIFE CYCLE
 The promotional mix of coca cola consists of following elements,
 Advertisement: The strategy of this business is to invest high on
advertisement so that the company can gain competitive advantage.
 It is an important tool for targeting a mass audience. Helps in the
introduction of new products.
 Direct marketing: Coca cola uses direct marketing for partnering with
different restaurants, movie theatres etc. for carrying its products.
 Customers ordering drink in other restaurants and its is coca cola this
influences the customers to consume the brand later on as well.

MARKETING RESEARCH
 The research which has been conducted including both the primary and
secondary form of research will provide the analyzation about the areas of
the effectiveness which will be important for the marketing planning.
 In the primary research the information’s will be gathered directly out of
the customers with the help of a set of questions.
 This will provide the company a view of the wants of the certain section of
society.

REFERENCES
 Abulehyeh, S.M. and Al-zoub, A.F., 2017. The Role of Changing
Management in the Process Of Enhancing the strategic Marketing Planning
in Jordanian Industry Sector (Model-Complement). International Journal of
Business and Management. 12(5). pp.130-130.
 Khamdamova, G. and Matchanova, F., 2020. PROCEDURES FOR
STRATEGIC DEVELOPMENT OF MARKETING ACTIVITIES IN
ENTERPRISES MANAGEMENT. International Finance and Accounting,
2020(4), p.33.