Business Project: Advertising, Commercials and Marketing Strategy

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Business Project: Advertising, Commercials and Marketing Strategy
Coca Cola has been successful in focusing on identification with the customers and this has resulted in customer loyalty in the domestic and international markets. Despite growing competition and social changes, Coca Cola has maintained visibility in both the traditional and social media landscape. Coca Cola advertisements during the December holidays are a recurring them, and to capture the mood of the festivities they include Santa Claus and is a feeling good moment. Coca Cola features many ads during major sporting activities like broadcast during the Super Bowl in the US, Olympics, and the soccer world cup (Wang 26). Coca Cola commercials focus on consumers’ emotions of consumers, linking the ads to happiness, family moments and commercial parties. Coca Cola has maintained brand awareness and recognition in both the domestic and international markets by using diverse marketing channels and targeting all the different market segments.
There is emphasis on constant innovation in the national and international market in the company’s marketing campaigns. In the US, there is growing demand for healthier soft drinks and various options. As such, Coca Cola has focused on the new flavors with less sugar content, and there are various options than ever before including caffeine, lemon-flavored, citrus peel, ginger, vanilla, green tea and dietetic versions. These and other flavors have been made as the company seeks to be more creative and innovative and the fusion of flavors provides opportunities among various choices in the US domestic market and the international market
While Coca Cola markets to different groups the market are divided into different segments based on the age, family size and income levels. Increasingly, the company targets those below 35 years of age and use sports marketing and even pop stars to advertise and work as brand ambassadors (Wang 24). As there are increased concerns about the sugar content in beverages in the US, Coca Cola targets those above 40 years, and especially those diabetic to highlight that they take into consideration healthy options. The packaging comes in different sizes and the prices are low in the US and international market, making the company’s products affordable to many people.
In the North American market the company’s products are in the maturity level, but there is high growth potential in the emerging markets. The 2009/2010 “Open Happiness” campaign and “Taste the Feeling” campaign in 2016 first targeted the North American market but mainly targeted the international market, and the latter is part of the “One Brand" Global Marketing Approach. The success of the campaign at the global stage is linked to emphasis on the Coca-Cola brand and brand positioning where the company leveraged the use of the customizable interactive digital experience. The choice of the ad is meant to appeal to the emotions and senses so that consumers have good memories of the soft drink. The brand of the business then becomes relevant to the consumers, and as the non-alcohol market has increased there are opportunities to reach the niche ...