Sassy Sadiya explains the uniquely designed marketing strategy of Coca-Cola. Like many other companies, Coca-Cola bases its marketing strategy on 4Ps: product, promotion, price, and place.
It promotes its brand by showing advertisements on TV or posters, sponsoring sports events, online promotion, selling Coca-Cola’s collections, and local promotions held by bottlers or retailers.
Coke uses a segmented pricing strategy. Based on different packages, Coca-Cola is available at different prices. By selling their product in different sizes and at different costs, they get to increase their revenue, because there is not much difference in the costs required to produce the products.
McDonald’s partnered with Coca-Cola in 1955. McDonald’s and Coca-Cola's alliance is a big success, making the two companies what they are today. McDonald’s is now the world’s leading global food service retailer while Coca-Cola is the world’s largest beverage company owning and licensing around 1.9 billion beverage servings worldwide every day in more than 200 countries.
One of the most important factors that Coca-Cola targets are age, divided into two segments.
Firstly they target young people aged 10-35. That's why it mostly uses pop stars in its advertisements. They arrange different campaigns in universities, colleges, schools, etc. in acquiring contracts. They also target elder people 40 plus who are diet conscious and diabetic and introduced diet coke.
Income is another factor that is segmented, and it is related to family size too. Coca-Cola introduced different packaging and sizes at different price levels so that everyone easily affords it. Especially students, middle class, low class so that everyone enjoys the taste of coke.
They use different targeting strategies like in designing the coke zero packaging. They use red and black looks, which gives more masculine looks as compared to coke light. And there is also a difference between commercials and advertising campaigns. These marketing strategies are applied to attract people and increase the sales of the product, which provides high profit to the company.
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