Digital Marketing and Re-launching Coca-Cola: Communication Strategies

This presentation provides a marketing pitch for re-launching Coca-Cola in the US market, focusing on the 'New Coke' concept. It includes market research, customer segmentation using the STP approach (Segmentation, Targeting, and Positioning), and strategies for achieving project success. The presentation highlights the identification of the target audience, primarily teenagers, and the positioning of the brand with a new flavor while retaining the original formula. It also discusses the projected customer response and product strength. Furthermore, it outlines a promotional mix for a successful digital marketing campaign, including advertising, public relations, and social media strategies, emphasizing how effective marketing campaigns can lead to commercial success by promoting organizational products and services cost-effectively and reaching target customers. The presentation concludes with a list of references.

Marketing &
Communications in a
Digital World

Table of content
Introduction
Identification of target audience and market segmentation
Projected success
Promotional mix for a successful marketing campaign in a
digital world
Effective marketing campaign leads to commercial success
References

Introduction
 The presentation is going to present a
pitch for re-launching product. This
would include the entire market
research regarding customer segment
and the potential ones. There will be
strategies to make the project success
and re-launch new coke of Coca-Cola
in US market.

Identification of target audience and
market segmentation
STP approach
Segmentation: Coca-Cola is
launching the New Coke for
above the age group of 13,
middle and rich class income.
People belong to any
background and culture.

Continue…
Target: The main targeted people are
teen age group as they prefer to
consume beverages most often.
Position: The Company position the brand
by adding new flavour but with existing
formula to not let down the customers.
Coca-Cola establishes its brand name back
in US market.

Projected success
 Customer response: The customer responds excitement for the coming up
of New coke but after tasting test, they lose a sense of originality due to
adding new formula.
 Product strength: The Coca-Cola refreshes the mind and gives a
satisfactory taste to the people.

Promotional mix for a successful
marketing campaign in a digital world
 Some of the important promotional
mix strategies are mentioned below
that focuses on communication:
 Advertising
 Public relations
 Social media
 Sales promotion

Effective marketing campaign leads to commercial success
Effective marketing campaigns are important for the success of
organisation. This can be better understood with the help of following
points which are mentioned below:
 Effective marketing campaigns promote organisational production services
in a better way adjust not only focusing on customers reach but also
focusing on cost effective methods.
 With the help of effective marketing campaigns, organisation such as Coca
Cola is able to reach with their target customers. This will assists them to
achieve their goals and objectives.

REFRENECES
 Talukder, O., 2019. Impact of Corporate Social Responsibilities on Revenue
Ge
 Kurniawan, R., Saudi, M.H.M. and Wijaya, Z.R., 2018. The Influence of
Brand Equity and STP Towards Pricing Strategy and the Impact on
Decision Making. International Journal of Engineering &
Technology, 7(4.34), pp.318-326.
 Pham, P., 2020. Marketing plan for shoe care business in Turku.
 Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.