Case Study Of Brand Position And Marketing Strategy Of Coke

4. BRAND POSITIONING AND COMMUNICATION

4.1 BRAND POSITIONING

According to Blythe, (2013), “Targeting is the method of deciding on which segments of the marketplace would be of much help to the company in accomplishing its planned goals.”

Though, Coke doesn’t have any particular target segment, it has altered its marketing tactics in time for increasing product range and the development of new products (energy drinks, juices, water, coke zero, sprite, iced tea and diet coke etc) that are best suited for its consumers. In order to reach more customers coke targets diverse segments and crafts unique proposals by developing the market mix for all of those segments.

Coke focuses the entire populace, and comprises of drinks for various ethnic groups, age and gender, occupation, lifestyles of customers and occasions. It believes that every segment consists of potential customers and students, youth and family oriented people are most important product consumers for coke. It is fascinating to know that apart from age category from 12-30 who consist of people with active and spontaneous lifestyle coke successfully reaches children less than 12 in age without directly targeting them, but through partnerships with entities such as McDonald’s.

The “Share a Coke” (also known as Project Connect) campaign in 2014 was an initiative to make this global brand more personal to the consumers where they were provided an opportunity to share a personalized coke with their near and dear ones and