PHILIPPINES-Last Year, Coca Cola Int. acquired its local operations. A reason behind an acquisition this big could be that [educated guess] Coca Cola was not happy with it's local operations. Several surveys last year stated that Coca Cola's beverage market share was declining and was being grabbed by several "more healthy" drinks such as ready- to- drink tea.
I am always on the lookout for mergers and acquisitions because after such big events, I am sure to witness intensive marketing programs. From these programs, I learn a few important things. So, since Coca Cola's acquisition, I have been a very keen observer of their new marketing strategies.
Last year the company hired a number of account developers. Their goal was apparently to make their products more available at retail. The bulk of sales of Coca Cola products do not come from planned purchasing but rather on instantaneous purchses made at the retail store upon seeing Coca Cola products. What usually happens is that when a person feels thirsty, he/she heads for a store to buy a beverage. Most of the time, they do not have a particular beverage in mind.
A New Target Market
Coca Cola recently released new ad campaigns promoting a Healthy and Active Lifestyle. It stressed out that coke was not the main culprit of several illnesses such as diabetes and obesity. It further stressed out that anything taken in excess can be bad for you. Further, it promoted a healthy and active lifestyle so people can drink any drink they want. Excercise was promoted witht the use of the usual coke's bottle image, taken into the likeness of a person's body[curves]. Also, several FAQ's, such as body fluid intake and absorption, were discussed.
When asked about the issue about their declining market share, they brushed it off with the statement that the market simply wanted more choices.
A New Product for a New Target Market
After the Healthy and Active Lifestyle campaign. Coca Cola introduced a new product: Coke Zero. Its features were zero sugar, zero calories and zero fat.
Those observing Coca Cola's recent marketing strategies were apprehensive about this product. Coca Cola already has two products that were in the market, that, addressed the "more health conscious" market segment. However, just as people were starting to wonder, Coca Cola seems to have an answer for everything. A week after Coke zero was launched, another ad circulated. It showed Coke zero in the usual packaging: 8 oz, 12 oz and the 1 liter bottles.
Coke Light and Diet's inability to capture the "more health conscious" market segment may be that both products were not readily available at retail, at the local stores. It was only available in cans, which is a little higher priced, and in 1.5 PET bottles and, usually not available at the local sari-sari stores.
This time, I could not agree more with Coca Cola's efforts for Coke Zero to capture the "more health conscious" market segment.
Impressive Marketing Strategies
What I like about Coca Cola is that it spends good money for intensive marketing programs. They address every part of marketing: from new product launches, packaging, pricing and advertising. Also, they seem to come up with the most effective advertisements; stressing family values. Last December, they promoted good family values with an ad where an estranged father was invited over for a coke drink stressing that he was still family to their daughter.
Coca Cola also gives equal weigh to sales promotions with effective sales promotions for market intermediaries. They know that advertising is just a part of promotions. Also, they know that promotions is a part of a more bigger picture, a complete set of marketing plan/strategy.
A good marketing strategy addresses every aspect of marketing: product, price, promotion and place. It is best to segment the target market when faced with every marketing decision to give what the consumers want/need-lower price or a new product, and in turn, for the consumers to buy your product. These marketing strategies however, must be constantly updated to address competitor strategies and changing consumer purchasing behavior and product preferences.
I am always on the lookout for mergers and acquisitions because after such big events, I am sure to witness intensive marketing programs. From these programs, I learn a few important things. So, since Coca Cola's acquisition, I have been a very keen observer of their new marketing strategies.
Last year the company hired a number of account developers. Their goal was apparently to make their products more available at retail. The bulk of sales of Coca Cola products do not come from planned purchasing but rather on instantaneous purchses made at the retail store upon seeing Coca Cola products. What usually happens is that when a person feels thirsty, he/she heads for a store to buy a beverage. Most of the time, they do not have a particular beverage in mind.
A New Target Market
Coca Cola recently released new ad campaigns promoting a Healthy and Active Lifestyle. It stressed out that coke was not the main culprit of several illnesses such as diabetes and obesity. It further stressed out that anything taken in excess can be bad for you. Further, it promoted a healthy and active lifestyle so people can drink any drink they want. Excercise was promoted witht the use of the usual coke's bottle image, taken into the likeness of a person's body[curves]. Also, several FAQ's, such as body fluid intake and absorption, were discussed.
When asked about the issue about their declining market share, they brushed it off with the statement that the market simply wanted more choices.
A New Product for a New Target Market
After the Healthy and Active Lifestyle campaign. Coca Cola introduced a new product: Coke Zero. Its features were zero sugar, zero calories and zero fat.Those observing Coca Cola's recent marketing strategies were apprehensive about this product. Coca Cola already has two products that were in the market, that, addressed the "more health conscious" market segment. However, just as people were starting to wonder, Coca Cola seems to have an answer for everything. A week after Coke zero was launched, another ad circulated. It showed Coke zero in the usual packaging: 8 oz, 12 oz and the 1 liter bottles.
Coke Light and Diet's inability to capture the "more health conscious" market segment may be that both products were not readily available at retail, at the local stores. It was only available in cans, which is a little higher priced, and in 1.5 PET bottles and, usually not available at the local sari-sari stores.
This time, I could not agree more with Coca Cola's efforts for Coke Zero to capture the "more health conscious" market segment.
Impressive Marketing Strategies
What I like about Coca Cola is that it spends good money for intensive marketing programs. They address every part of marketing: from new product launches, packaging, pricing and advertising. Also, they seem to come up with the most effective advertisements; stressing family values. Last December, they promoted good family values with an ad where an estranged father was invited over for a coke drink stressing that he was still family to their daughter.
Coca Cola also gives equal weigh to sales promotions with effective sales promotions for market intermediaries. They know that advertising is just a part of promotions. Also, they know that promotions is a part of a more bigger picture, a complete set of marketing plan/strategy.
A good marketing strategy addresses every aspect of marketing: product, price, promotion and place. It is best to segment the target market when faced with every marketing decision to give what the consumers want/need-lower price or a new product, and in turn, for the consumers to buy your product. These marketing strategies however, must be constantly updated to address competitor strategies and changing consumer purchasing behavior and product preferences.
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