Integrated Strategic Marketing Plan: Section Four - Part 2: A & B

Proposed Primary Target Audience

Coca Cola doesn’t target to a specific segment, but adapts its marketing strategy by developing new products (Bhasin, 2017). Coca-Cola focuses most of their marketing strategies towards the younger generations. The primary target audience for Coca-Cola products is geared towards consumers who are between 13-24 years of age. Half of Americans aged 18 to 34 say they drink regular soda. This age demographic and men in general are also slightly more likely to consume soda than their counterparts (Brandon Gaille, 2015). Coca Cola has designed their products to satisfy their various consumer’s needs. By doing so, the company can provide drinks for many different target markets: ages, sexes, etc. In a world where people are trying to live healthier lives, Coca Cola recognized this need, and has begun to produce different beverages that are satisfying to these consumers as well.

Proposed Secondary Target Audience

The secondary target audience Coca Cola focuses on are adults 40 years of age and up. For example, Diet Coca Cola targets adults, between 30-50 who are health conscious, but still looking for a great taste (The Coca-Cola Company, 2016). This is a great product for older people looking to lower their sugar intake, but still enjoy the great taste of Coca Cola. Seeing that Coca Cola caters their products to all demographics, data for their secondary target audience is limited. This shows how much power and control Coca Cola has in the market, but also shows that they can create products for everyone. Simply, by understanding their consumers wants and needs.

Bibliography

Bhasin, H. (2017, April 14). Marketing strategy of Coca cola – Coca cola marketing strategy. Retrieved from Marketing 91: http://www.marketing91.com/marketing-strategy-of-coca-cola/

Brandon Gaille. (2015, March 13). 39 Interesting Coca Cola Demographics. Retrieved from Brandon Gaille: http://brandongaille.com/39-interesting-coca-cola-demographics/

The Coca-Cola Company. (2016, September 20). Responsible Marketing. Retrieved from Coca Cola: http://www.coca-colacompany.com/stories/responsible-marketing