Hi guys! This is what I wrote for part C. -Jessie
Advertising/Marketing Objective
Recommendations
Coca-Cola
Plus, which is the healthiest version of the soft drink Coke, offers consumers
the classic coke appeal without any sugar and calories. This soft drink also
contains five grams of indigestible Dexedrine, a supplement created for people
with fiber deficiencies. The fiber in
Coca-Cola Plus could offer the added benefit of fat absorption if drunken while
eating by lowering triglycerides in the blood.
Coca-
Cola Plus, like other Coca-Cola beverages will be produced in the company
plants. In the past Coca-Cola has used their own trucks for delivery and used
intermediaries to increase sales figures. It is the recommendation that
Coca-Cola continue to do so.
The recommendations for
advertising this new product would be to gain awareness and sales for the
Coca-Cola Plus target audience, which would consist of consumers over the age
of forty. This product targets the over forty demographic because although they
still desire the flavor of classic Coca-Cola, they are less willing to intake
the unhealthy number of calories.
Since Coca-Cola Plus is
similar to Coca-Cola Zero, it can be expected to share a similar consumer
demographic. The Coca-Cola Zero consumer is typically a middle aged Caucasian
male, of a higher income. He will most likely purchase this product with a
credit card during his weekly grocery shopping trip, on a Friday or Saturday
afternoon.
The three best mediums
used for marketing to the forty year old demographic are Television, Internet,
and Print. It is recommended that Coca- Cola utilize these three mediums for promotion
and positioning. The average adult in their forties spends 2.5 hours a day
watching T.V... Commercial adds used
during programming such as 20/20, Monday Night Football, and Dateline are
examples of where and when to reach this demographic.
In 2015, 79% of adults
between the ages of 30 and 49 owned a smart phone. 54% of adults between the
ages of 50 and 64 also own smart phones. This aids the use of the internet as a
channel to reach the Forty and over consumer demographic. When it comes to
online advertising, some independent studies have suggested that this age group
prefers engagement that is informational as opposed to promotional. This
demographic prefers facts and details rather than bullet points. It will be
important to adjust on line content to meet these needs.
Lastly, Print advertising
is still an effect way to reach this audience and therefore should be utilized
in an advertising campaign for the Coca-Cola Plus product. With the Coca-Cola Plus demographic being a Caucasian
male in his forties, it is recommended that print advertisements be used in
popular magazines for this demographic. Such magazines would include, Men’s
Health, Men’s Fitness, Motor Trend, Car and Driver, and Sport Illustrated.
Hosie, R. (2017, February 03).
Coca-Cola Plus: New Coke with fibre could be healthiest yet. Retrieved April
03, 2017, from http://www.independent.co.uk/life-style/food-and-drink/coca-cola-plus-new-coke-fibre-healthiest-soft-drink-fizzy-digestion-a7561341.html
Smith, A. (2015, April 01). Chapter
One: A Portrait of Smartphone Ownership. Retrieved April 03, 2017, from http://www.pewinternet.org/2015/04/01/chapter-one-a-portrait-of-smartphone-ownership/
How to Target 25-40 Year-olds
Online. (2016, January 19). Retrieved April 03, 2017, from https://problogger.com/how-to-target-25-40-year-olds-online/
Writer, L. G. (n.d.). What
Magazines Do Men Ages 35-40 Read? Retrieved April 03, 2017, from http://penandthepad.com/magazines-men-ages-3540-read-8083454.html
Coca-Cola Zero Consumer Insights and
Demographics. (n.d.). Retrieved April 03, 2017, from http://infoscout.co/brand/cocacola_zero?ab=b&utm_expid=75303912-24.l6L7NHOEQze-M9P-hvusJw.1&utm_referrer=https%3A%2F%2Fwww.google.com%2F
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