Advertising Planning and Implementation
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Advertising Planning and Implementation
The Coca-Cola Company the Worlds Biggest Beverage Company, most prominent manufacturer, distributor and seller of Non-alcoholic Beverages. It is one of the most prominent Corporations in the United States. The Company is best cognized for its flagship product Coca-Cola, which was contrived by Pharmacist John Stith Pemberton in 1886. The Coca-Cola recipe and brand was bought by Asa Candler in 1889 and he incorporated the Coca-Cola Company in 1892 (The Coca-Cola Company, 2010). In addition to its Coca-Cola beverage, it presently proposes almost 400 brands in over 200 countries or territories and attends 1.5 billion servings daily. The Coca-Cola Company is headquartered in Atlanta, Georgia.
The Company produces concentrate, which is then sold to a variety of licensed Coca-Cola bottlers all over the World. The bottlers, who seize territorially elite contracts with the company, manufacture, finished product in cans and bottles from the concentrate in compounding with filtered water and sweeteners (The Coca-Cola Company, 2010). The bottlers then trade deal out and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers involve Coca-Cola Enterprises, which is the principal single Coca-Cola bottler in North America and Western Europe.
For selling its different products the company adopts various advertising techniques. Here, in this paper also we will develop an advertising plan for Coca-Cola along with all inclusive advertising aspects.
Advertising Message
“Thirst asks nothing more.” Lifes big instants are often little ones. One of them is that happy instant at the soda fountain..with a clinking glass of ice-cold Coca-Cola. “Delightful and freshening”…………..Coca-Cola has the taste that all ages will like.
This message demonstrates the real qualities of Coca-Cola along with its attributes and characteristics that can be served to all ages. It illustrates that when people are hungry they dont want anything very special or unique they just need simple and cool taste that can relax them and give them additional energy. It has all delightful and freshening attributes that in present every people want whether is youngster or aged. It demonstrates all qualities of the served beverage that are required by present time consumers.
Target of Advertising Message
This advertising message of the company is directed to different target markets of the company in a prolific manner. With this single message various target markets are directed as it includes taste and freshness for all ages. With its initial words it direct the youngsters and the ones who wants to enjoy their lifes different moments (Kotler, Keller, Koshy & Jha, 2009). Its initial words and visualization, it inspires to people to enjoy their lifes different moments with Coca-Cola as it has every essential taste and qualities that people usually look for at the time of party and enjoyment.
In the end, of the message it directs all target market of it by focussing on all age groups. In this way, it can be said that the advertising message is quite effective as with a single message it conveys various features of Coca-Cola along with the description of its target market.
Relationship between Consumer Behaviour and Target Market
Consumer behaviour is the study of consumers needs and motives and the aspects or factors that motivate them towards the fulfilment of their some need. On the other hand, Target market is some specific group of consumers that company is planning to target for selling its products and services (Kotler, Keller, Koshy & Jha, 2009). Both of these vital marketing aspects have positive relationship as until or unless the company undertakes a study of consumer behaviour it cannot make up its mind in concern to different target markets that it can serve.
Identification of consumer behaviour and motives is essential for successfully identifying or classifying target market. As every consumer does not have similar needs and motives so it becomes essential for the company to analyze the behaviour of different customers and then target them accordingly.
Product Positioning
A product can be positioned effectively with the help of various communication tactics similar is the situation with Coca-Cola. It has also positioned its product with various communication tactics. With the use of different tactics, the company has effectively positioned Coca-Cola in the minds of its customer as a unique