Digital Marketing Strategies for Coco-Cola: Presentation Analysis

This presentation provides a detailed analysis of Coco-Cola's marketing strategies, specifically focusing on its digital presence and relaunch efforts. The presentation covers key aspects such as market segmentation, targeting both Gen Z and Boomers, and the use of digital channels. It explores the marketing mix, including product, price, promotion, and place, along with the promotional mix elements like advertising, public relations, and direct marketing. The product life cycle of Coco-Cola is examined, encompassing introduction, growth, maturity, and decline stages. Furthermore, the presentation highlights the importance of marketing research in a digital context, emphasizing the availability of diverse data sources. The conclusion underscores the significance of effective marketing communication and promotional strategies for product promotion, and the presentation concludes with a list of references.

Marketing & Communications in
a Digital World
Part 4 – Group Presentation

Table of Contents
• Introduction
• Marketing segmentation
• Marketing mix
• Promotional mix
• Product life cycle
• Marketing research
• Conclusion
• References

Introduction
• Marketing communication is understood as the use of
differentiated marketing channels as well as tools in a combined
manner.
• This marketing campaign is based on relaunching project of
Coco-Cola for their initial product.

Marketing Segmentation
• From the above research, it has been found that Gen Z and Boomers
can be their target customers as they willingly purchase their
products
• In this marketing campaign, digital channels will be used which are
easily assessed by the Gen Z in a significant manner

Marketing Mix
Marketing Mix of Coco-Cola in relevance with their
relaunch product is as follows:
• Product
• Price
• Promotion
• Place

Promotional Mix
Elements of promotional mix in relevance with
Coco-Cola are as follows:
• Advertising
• Public relations
• Direct marketing

Product Life Cycle
Product life cycle of Coco- Cola are mentioned below:
• Introduction stage
• Growth stage
• Maturity stage-
• Declining stage

Marketing Research
Strength of the marketing research in relevance with digital
campaign of Coco-Cola is availability of varied sources for
collecting data in an effective manner regarding customer taste and
perspective.

Conclusion
From the above presented information, it has been concluded that marketing communication is considered as
essential for promoting varied products or services in an effective manner. Promotional mix can be described as
combination of varied marketing methods encompasses of advertising, public relations, direct marketing
techniques for attaining their objectives in a strategic manner.

References
• Unuvar, M., Lakshmanan, G.T. and Doganata, Y. N., 2016. Leveraging path information to generate
predictions for parallel business processes. Knowledge and Information Systems. 47(2). pp.433-461.
• Shirisha, M., 2018. Digital marketing importance in the new era. International Journal of Engineering
Technology Science and Research. 5(1).
• Paul, S. and Dasgupta, S., 2021. Conceptualizing Business Potential of Strategic Advergames For Future
Marketing Campaign in a Post Pandemic World. Globsyn Management Journal. 15(1/2). pp.316-328.
• Dymek, M. and Zackariasson, P. eds., 2016. The business of gamification: A critical analysis. Taylor &
Francis.