Coca Cola's Self-Endorsed Advertisements - Case Study Example

Name: College: Course: Tutor: Date: Individual Assignment Advertisement 1 The image above represents the Coca Cola’s advertisement for the upcoming World Cup tournament. The ad communicates the happiness from teams like Palestine, the Amazon, Eastern Europe, and Japan. In the same advert, football fans will be allowed to get close to the FIFA World Cup Trophy that spans over across 90 nations or 92,000 miles. Coca Cola has been able to position its products by engaging consumers. In this advert, Coca Cola invites football fans from around the world to send tweets and photos to feature on the ‘Happiness Flag.’ It uses the phrase ‘Happiness, Togetherness, and Celebration’ to ensure that consumers have a lucid idea of what the brand symbolizes1. The company’s idea to involve football fans across the world is a marketing strategy to familiarize the product to many clients. The advertisement also positions coke as a drink that quenches thirst and creates happiness, unity, and merriment2. It has also positioned coke through the famous world cup therefore attracting most football fans. Being a global organization, Coca Cola has identified the importance of market segmentation. Market segmentation is one of the major elements of contemporary marketing. It entails dividing the marketplace into different segments or groups based on dynamics such as behavioral, psychological, geographic, and demographic factors. Coca Cola has benefited from market segmentation in that it understands its target audience better, therefore, becoming more efficient. The advert has allowed Coca Cola to demographically segment its market based on age, nationality, social class, education, occupation, race, religion, income, and generation3. For instance, football fans from different races, religious beliefs, and incomes, level of education, generations, and age are involved. Secondly, Coca Cola has geographically segmented its coke by analyzing the buying behavior of clients in different neighborhoods, counties, cities, and nations. To be able to reach more consumers with the ad, Coca Cola Company has customized its advertising effort to meet the demands of the geographical variables. The Coca Cola Company engages in psychographic segmentation by providing extra information regarding coke product, therefore, comprehending the behavior of the current and prospective projected markets. Additionally, the company has segmented the clients based on their attitude towards football when relating the product to football. The company also segments the coke product based on its benefit to the consumers. For instance, football lovers benefit from the product as it brings merriment and quenches their thirst. 4The Coca Cola Company has also identified the rate of usage prior to creating the advert. The ad captures the attention of clients, heavy users, medium users, light users, and non-users by assuring them of how they would connect and enjoy with other football fans throughout the world cup period. The Coca Cola Company has properly targeted the coke product through this advertisement as it is able to reach all football fans. The ad creates an atmosphere of happiness and unity, quality required by most world cup fans. Using the World Cup positions The Coca Cola Company to the world, a strategy that can attract even the non-users thus increasing sales and profits. Advertisement 2 The Coca Cola Company uses the advert above to reach Brazilian online users utilizing the StartMeApp. The application aims at developing the content that promotes seasonal greetings, the coke brand, and its availability. The ad also instigates a campaign targeting internet users and iOS devices and Android apps users. This advertisement has positioned coke as a product to be enjoyed during special holidays such as Christmas. Only the online users and those with smartphones will view the advert. Based on the fact that most customers in the contemporary world are technologically conscious gives the advert a plus. This means that it will reach many technologically savvy clients than it would have 10 years ago. 5The Coca Cola Company has identified its market across the world and has divided it into segments. Through its marketers, the company has analyzed the behaviors of most people and realized that people are shifting to technology. To beat its rivals such as Pepsi, Coca Cola Company introduces mobile advertisement such as the ad portrayed above. It also identifies that most people uses the internet in Brazil, especially the young people who mostly use the internet during holiday seasons. Based on geographical segmentation, the Coca Cola Company has identified Brazil as the best country to introduce the advertisement. The Coca Cola has selected Brazil for this ad in an effort to attract more customers. The company also realizes that the purchasing pattern of customers’ increases during the holiday season and marketing coke would increase sales and profits. Based on psychographic segmentation, The Coca Cola Company uses the StartMeApp application to present additional information to online users, thus, understanding the pattern of behavior of the existing and potential clients. The company also segments the customers based on their attitudes towards the holiday season as they tend to shop more. The ad also segments the market based on the benefits accrued after purchasing the coke products during the holidays. The ad assures clients of happiness and merriment, as well as thirst quenching sensation. The ad also identifies the rate of usage of the product by customers. It assures all users, either heavy users, medium users, light users, or non-users of connecting and enjoying the holidays with their family members and friends. The Coca Cola Company has not properly targeted clients especially during the holiday season whereby most people are in the merriment mood. Although the world is developing and innovators generate new devices every, not everyone has the ability to own a smartphone. This means that the company has left out people without smartphones or the not frequent internet users. Advertisement 3 This image above represents the Coca Cola Company ad for its campaign dubbed ‘Just Add Zero’ meant for customers with preference for less sugar in their drinks. The drink is suitable for older generation 35 and above years. The Coca Cola Company has given a clear suggestion of what the product symbolizes, especially through the phrase ‘Great taste for Zero Sugar.’ The drink is also suitable for diabetic customers who wish to reduce their sugar intake. The Coca Cola Company emphasizes the Coca Cola Zero as a cheap but tasty product for customers wanting to cut their sugar intake6. The company also positions the product based on some of the features that Pepsi and other rivals overlooked, such as less sugar in the drink. It also positions itself with two characteristics. For instance, Coca Cola Zero is good-tasting and reduces the sugar intake for clients. The product has also excelled based on its price quality as it is sold in top-end department stores and with a cheap price of $2.50. The Coca Cola Company has demographically segmented Coca Cola Zero based on dynamics such as gender, age, income, social class, race, and generation. It is a product mostly preferred by diabetic customers from any religion, race, social class, age, and gender. Customers can also purchase the product depending on the size of tehri families as it also come in big bottles as portrayed in the advert above. The ad markets the product across all geographical regions.7 Prior to introducing the product, the company knows that data based on the geographic of a place may change because of shift in population. For instance, the Coca Cola Company identified the purchasing behavior of customers in the United States, which is influenced by the work and lives of the people, before introducing Coca Cola Zero. Psychographic segmentation gave the company personality and lifestyle reports therefore enhancing the performance of current and prospective markets. This allowed the Coca Cola Company to introduce Coca Cola Zero to diabetic people or those intending to cut sugar intake. 8The company also engaged in benefit segmentation by assuring customers of reduced sugar intake when using the product. The user rate segmentation has allowed the Coca Cola Company to identify the customers using the Coca Cola Zero. This led to the creation of the campaign as a marketing strategy for the product. The product has been appropriately targeted based on the fact that the Coca Cola Company has been able to position the product to people desiring drinks with low sugar. This has also made the product to receive special attention and become unique. The second thing that shows that Coca Cola Zero has been properly targeted is the fact that the company segmented its market based on the demographics, customers’ personality and lifestyles, benefits, and user rate of the product. Advertisement 4 This is image above is a diet coke advert from the Coca Cola Company. The organization has positioned the product for individuals on diet. The marketing of this product, for instance using Taylor Swift (An American country-songs Musician) as the endorser to encourage dieters to use the product. The fact that the Coca Cola Company uses Swift’s toned body to advertise Diet Cola lures customers into believing that they would not add up weight after consuming it9. Using Swift also positions Diet Coke as a high quality product since most people would want to be associated with her as an icon. The Coca Cola Company has segmented its market for this product based on geographic, demographic, psychographic, benefit, usage rate. It has introduced the product in all states in the U.S. because of weight-conscious customers10. Gender, mostly women and age especially the old people also played an important role when the company introduced this advert. Based on psychographic segmentation, the Coca Cola Company has identified the fact that people keep changing their lifestyles. Therefore, introducing Diet Coke allows its distribution to customers with low sugar preferences. The ad also incorporates benefit and user rate segmentation. Customers will benefit from the product in that they will not add the weight they are trying to fight after consuming Diet Coke. Such benefits will also boost the rate of usage amongst the weight-conscious customers. The Coca Cola Company has appropriately targeted to individuals aiming to reduce weight. The fact that the advertisement uses a celebrity figure means that most clients will want to associate with the icon. The company has also correctly targeted Diet Coke by introducing it to dieters from different demographics, personalities and lifestyles. Advertisement 5 Image five represents an advert by the Coca Cola Company on super bowl. The company positions its coke produce amongst the athletes and convinces people how they would enjoy the game and obtain similar agility of the athletes11. The ad also promotes the game as well as familiarizes itself with the American football fans. Super bowl is viewed as one of the most famous sports in the current generation. Therefore, positioning the brand in that platform will help the Coca Cola Company to increase sales and profits. Despite the objective to make profits, the Coca Cola Company knows that market segmentation will help in increases the customers. For instance, it has distributed its coke product across the world amongst people of diverse demographic factors such as races, religious beliefs, ages, gender, social class, and occupation. The ad has also incorporated geographic segmentation by selling the product across many states, cities, and nations12. The Coca Cola Company identified the love of Super Bowl by many United States citizens thus customizing the product and advertisement to meet the demand of the respective geographical variables. Based on psychographic segmentation, the ad gives added information about coke, such as its ability to quench thirst and bring happiness. For instance, the boy in this ad runs to get the ball and at some point receives coke as compensation. This also means that the advert targets young football fans in the United States. The ad uses benefit segmentation to convince young football fans to believe that they will benefit from the product by resembling sportsmen. This also increases the rate of usage amongst the youngsters. The Coca Cola Company has appropriately targeted the coke product based on the techniques of positioning. It uses the above advert to familiarize youngsters, especially those with dreams of becoming sportsmen/women, with the product. The target market is young super bowl fans and the message hit where it was supposed to. The fact that the Coca Cola Company incorporated marketing segmentation based on dynamics such as demographic, geographic, clients’ personalities and lifestyles, as well as the products’ benefits on the client help the advert play its role13. Bibliography Ahn, Sun and Bailenson, Jeremy. “Self-Endorsed Advertisements: When The Self Persuades The Self.” Journal of Marketing Theory and Practice 22, no.2 (2014): 135-136. Barnes, Randy. “A Firm Believer in Brand Power”. Marketing 1(2011): 22-23. Brand Keys, Inc. (2010). Brand Keys Customer Loyalty Leaders 2010. http://www.brandkeys.com/awards/leaders.cfm (accessed April 5, 2014) Cooper, Delimitros. “Coke Zero.” Marketing 21 (2011): 12-20. Hein, Kenneth. “Diets are the 'New' Fads in Drinksville.” Brandweek 46, no.25 (2005):32-33. Interbrand (2010). 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