The paper "Sales Promotion and Public Relations" is a wonderful example of a Marketing Case Study. The Coca Cola Company is one of the largest manufacturers of soft drinks in the world (Bell 2004). Besides being a manufacturer of non-alcoholic beverages, the company also distributes and markets its products. Coca-Cola is the flagship brand of the company. As a strategy of maintaining a competitive advantage in the industry, the company has decided to launch a marketing campaign for the Coca Cola Life brand after conducting a pilot test on the product in Argentina and Chile in 2013.
The ‘ healthy soda’ uses stevia, a natural sweetener to achieve a 36% reduction in the product’ s calorie content. It turns out to be one of the healthiest brands in the Diet Coke range (Dunn 2015). The report provides a critical review of the initial marketing campaigns associated with the “ Coca Cola Life” brand. The second section of the report recommends the most feasible marketing communication techniques that the company can utilize in creating awareness about the new product. Finally, the report provides an agency brief that details the future campaign of the brand. The Coca Cola Life Brand The launch of any new product in the market necessitates substantial marketing communication efforts to create awareness about the product to the target audience.
In March 2015, the company introduced another brand in the Diet Coke line of products known as the Coca Cola Life. The product contains Stevia, a sweetener obtained from plants that have enabled it to achieve a 35% reduction in the sugar concentration of the conventional Coke products. This time around, the company endeavored to design a universal product appeal that would attract both male and female customers.
The Coca Cola Life is one of the products in the Diet Coke line of products. Segmentation It is evident that the company has segmented the coca Cola Life product on the bases of demographics, geography, and psychographics. The demographic segmentation of the Coca Cola Life product emanates from the decision of the company to target health-conscious consumers aged between 35 and 55 years. Apparently, obesity presents itself to the age cohorts to a much greater extent as compared to the younger population.
Geographically, the decision of the company to start the marketing campaign of the product in Chile and Argentina, followed by the UK, Australia, and the USA reveals that the firm has also segmented the product on the basis of geography. Apparently, the countries have reported higher cases of obesity thereby necessitating the need for the company to introduce the life product to cater to their needs of a naturally-sweetened Coca Cola product. On the basis of psychographics, it is evident that brand-conscious consumers would still prefer to consume drinks from trusted companies such as Coca Cola rather than opt for health drinks from other firms.
Therefore, keeping the trend in mind, Coca Cola introduced the life product to avail the health product in its product portfolio so as to enable its brand-loyal consumers to continue using its product. Targeting The Coca Cola Life brand targets health-conscious consumers aged between 35 and 55 years that are on the lookout for naturally sweetened lower-calorie cola (IBD 2014). The strategic targeting is evidenced by the fact that the company has already introduced the product in Argentina and Chile, countries that exhibit the highest cases of obesity incidences.
Therefore, the company intends to lure the health-conscious consumers of the other health-conscious consumers into opting for the Coca Cola Life as their ultimate choice of a beverage as they endeavour on developing bottles entirely made of plant material.
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