Marketing and Communications in a Digital World: Re-launching New Coke

This report examines the marketing and communication strategies required for a successful re-launch of "New Coke" in the digital world. It identifies the targeted audience and market segmentation, focusing on behavioral and demographic segmentation, with primary audience between 10-30 years of age. The report assesses the projected success of the product based on market research, emphasizing breadth of use and user satisfaction. It also highlights the importance of selecting an appropriate promotional mix, including advertising and social media marketing, to create product hype and drive customer engagement. The report concludes that effective marketing campaigns are crucial for commercial success, ensuring quality services and providing customers with reasons to make a purchase. Desklib provides similar solved assignments for students.

MARKETING & COMMUNICATIONS IN A
DIGITAL WORLD
(RE-LAUNCHING NEW COKE)

TABLE OF CONTENTS
INTRODUCTION
MAIN BODY
Targeted audience and market segmentation
Identification of the projected success of the product based on market research
Selecting promotional mix for establishing successful market campaign in digital world
Description over effective marketing campaign contributes in commercial success
CONCLUSION
REFERENCES

INTRODUCTION
• Product launching refers to the collection of all those activities that has to be taken in
consideration in order to launch the product.
• Before launching the product in the market it is highly important that a business must
implement the effective marketing plans that includes the targeting of audience,
selecting the appropriate market segmentation, choosing appropriate promotional tools
and so on.

Targeted audience and market segmentation
• Targeted audience: The primary audience for the new coke is
the customer between the age of the 10 to 30 years and the
secondary audience that has been targeted for new coke is the
people between 30-45 years of age. The people among the age
of 10-30 years prefers cold-drinks in order to get the
refreshment. Therefore, they have been selected as primary
audience.

CONT...
• Market segmentation: This refers to the division of the
whole market into sub-groups. The market
segmentation that has been selected for the new coke is
behavioural and demographic segmentation. The age of
the consumers is aligned with the demographic
segmentation.

Identification of the projected success of the product based on
market research
• The projected success of New-coke on the basis of marketing research can be evaluated in
following ways:
• Breadth of use- This refers to identifying the number of users using the new-coke. Large
number of customers preferring and using the product depicts the success rate of the product.
The breadth of use can be measure by tracing the visitor and analysing their activities.
• User satisfaction- This refers to the utility consumed by the consumers while drinking new
coke.

Selecting promotional mix for establishing successful
market campaign in digital world
• Promotional mix refers to that P of marketing mix
that enables the business to create the hype of the
product and creates an urge in the customers in
order to buy the product. It is important to
perform the promotional element over online
platform as the customers are highly active in
digital world

CONT...
• Advertisement- This promotional element has been
considered as one of the vital promotional element as it
lead to reach the large number of audience. This is one of
the best promotional tool for New Coke. Providing the
advertisement of new Coke between the favourite series
of the people leads to take the attention of the people
towards the product.

SOCIAL MEDIA MARKETING-
• It has been found from various studies that, customers are
highly active over social media. Thus, promoting new coke
over social media leads to gain the attention of the
customers. Influencers over social media makes effective
influence over the customers.

Description over effective marketing campaign
contributes in commercial success
• In current era, marketing campaign plays effective role in gaining commercial success for the
business. The effective marketing campaign of New-coke will result in capturing the large
number of customers towards the product. In order to launch the new product,
implementation of marketing campaign is mandatory as it involves the assurance of quality
services towards the consumer. Furthermore, it provides the reason to customers for making
purchase.

CONCLUSION
• The final conclusion that has been derived is that, it is highly important to decide the targeted
customers and market segmentation as it plays crucial role in launching the product. Also,
effective market research leads to assure the success of the product. As the effective market
research leads to provide the idea about the customer needs and wants.

REFERENCES
• Baum and et.al., 2019. The impact of social media campaigns on the success of new
product introductions. Journal of Retailing and Consumer Services. 50. pp.289-297.
• Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel
marketing, tourism economics and the airline product (pp. 69-83). Springer, Cham.