Coca Cola Case Analysis

1) Identify the marketing mix elements in Coca cola advertisements and

which one is more highlighted to use?

Marketing mix elements used:

i. Direct marketing (through cinema theatre, shopping malls, sponsorships)

ii. Web based & social media marketing ( through crowed sourced content and
direct engagement , website, games, videos relating social and cultural)
iii. Sales promotion (through retail and foodservices : promoting coke as a
supplement drink along with food)

The most highlighted strategy that is used by Coca cola is direct marketing.
Their efforts are myriad. There are many theatre and restaurants that only
offers coke product thus directly eliminating competitions. Also their
sponsorships schemes are phenomenal, whether it is baseball or NBA coke’s
everywhere

2) Who are the target audience?

For coca cola as they are in beverages industry they mainly targeted youths as it was
easy for them to convince youths that coke is the solution for your thrust and through
different marketing strategies as discussed earlier also they positioned themselves in
market.
Actually coke aims at gaining 100% market share so they won’t stop from their
aggressive marketing strategies.
As of now they are targeting it to every segment of customer, now coke and its bi-
product (diet coke) have become integral part of people of 10-50 years age group.
That itself is huge target base and with the increasing use of internet and social
platform the company is able to capitalise their strategies.
Although coke has a secret ingredient which is added to liquid to make it a coke
unlike PepsiCo and other competitors and that ingredient is well protected under
company’s policy.
Their positioning has differentiated them basically from their competitors.

3) Is the IMC approach effective and successful?

i. They are now 130 year old company which has seen many ups and down.
ii. Positioning is very effective of the company. From logo to colour everything
is attractive.
iii. 6th most valuable brand in the world now. Shows the level effectiveness
achieved.
iv. Direct marketing efforts are benchmark for other competitors.
v. Strong fan base on social media thus increasing the reachability.

So yes we can say that their IMC approach was effective and also successful.