Marketing Fundamentals: Coca-Cola 'Shake a Coke' Campaign Analysis

This presentation delves into Coca-Cola's 'Shake a Coke' marketing campaign, examining its strategies and impact. It begins with an introduction to the campaign, highlighting its aim to revamp the traditional Coca-Cola bottle wrapping and its significance in fostering customer engagement. The presentation then explores perceptual mapping, segmentation (demographic, psychographic, and geographic), and targeting strategies employed by Coca-Cola. The campaign's use of a differentiated targeting strategy is discussed, along with the conclusion that effective segmentation and targeting are crucial for developing robust business communication and influencing customer relationships. The presentation also includes a customer profile segmentation tool and concludes by emphasizing the importance of marketing campaigns in influencing customer relationships and the role of effective analysis of segmentation and targeting in developing a proper business communication process. References are included.