Coca-Cola media strategy
The need for effective as well as efficient advertisement is one prerequisite to give a business a competitive edge in an era of high degree regarding the aspect of competitiveness. The Coca-Cola brand is one of the brands that have gained more reputation for many years. It is among the top ten brands in the last ten years. Furthermore, Coca-Cola has many recent adverts. For instance, one of the adverts is the ‘We Do’ advert. As such, the brand reads ‘they don’t make them like they used to, we do. The advert is placed on online platforms such as Facebook, LinkedIn, and email as well as in the Coca-Cola Company’s website. The diet Coca Cola is a new brand introduced that plays an important role in offering an alternative to dieters who are worried about the high number of calories present in regular Coca-Cola (Yuvaraju, Subramanyam, & Rao, 2014, p. 122). The introduction of brands to the consumers is because it enables the individuals to know their feelings and attitudes towards the newly introduced product. The consumers may internalize the ‘We Do’ advert through information gathered through various platforms of advertisement.
The Tasks of Marketing Communications
The diet Coca-Cola media strategy is so unique and important since it targets a broad market through online platforms. Due to increased technology, for instance, television and social media platforms such as Facebook, Twitter, LinkedIn, and email customers are easily accessed to information (Benard, Oketch & Matu, 2015, p. 375:Hassan & Hadi, 2018, p, 4). The communication objectives behind the diet coke advert are to enable individuals to get the experience of other brands and help the company to be aware of the individuals’ attitudes. Regarding this, once a given type of attitude is formed and repeatedly reinforced, the attitude towards diet Coca-Cola is stored in the memory of the consumers as a form of either implicit or explicit memory (Yuvaraju, Subramanyam, & Rao, 2014, p. 122). The advert ‘We Do’ makes the company be more powerful. Concerning this, consumers prefer high-quality brands, for example, Coca-Cola since they can easily interpret the brand benefits of the product, feel more confident of branded products as well as obtaining more satisfaction from its usage.
The coke company targets each type of audience; in this case, it does not target a specific audience but the diet coke advert adapts enables the company to develop its marketing strategy by developing new products. Regarding age, the advert targets consumers aged from 12 years to 30 years. As much as there is no specific product or communication for individuals who are 12 years and below or 30 years and above, the brand succeed in reaching them. The brand reaches them through restaurants, fast foods like McDonald’s, among others. As a result, the core target audience of Coca Cola is the youngsters or the youth. The various behaviors for the specific audience, the youth, include; the young target audience of the brand loves media exposure, social media is always part of their daily lives, and they like innovations as well as being surprised.
Besides, the audience target can be engaged through one-way, two-way, or dialogue communications. The desired outcomes of the communication process are based on changes in behavior and perception. Regarding this, the customers are always influenced by the internal values that are related to the quality of the brand and the external values that are originated from the brand imagery created by advertising (Chinnapen-Sathan, Oogarah-Hanuman & Ramsaran-Fowder, 2012, p. 162). Nevertheless, to become the world leader, Coca Cola has optimized the aspect of brand equity as a technique of influencing consumer-buying behavior. Concerning brand equity, it majorly includes the strength of the brand that involves the measurement of the degree of attachment that the individuals pose towards a brand. Moreover, it includes a brand attachment, which is the set of attitudes that consumers have towards a rand.
The Coca Cola Company also adheres to the tasks of marketing communications. Such tasks are like differentiating that encompasses the positioning of their beverages. The essence of positioning their brands is to help the brand to be perceived to be different from the competitors. Another task is reinforcing, whereby the company applies various methods to remind the customers about the brand as well as reassuring them of the safety of the brand. Moreover, Coca Cola informs the customers about their newly introduced brands. As a result, it creates awareness of the existence, relevance, and attributes of the brand to the customers. Another task undertaken by the Coke Company is persuasion that encompasses encouraging customers to behave in particular ways, such as changing their beliefs and attitudes towards the Coca-Cola brands.
Types of Messages
The brand has been introduced to customers through various types of messages. For instance, the use of information-based messages which mostly uses rational content features key attributes of the product and also used where the audience experiences high involvement. The attributes of the diet coke are, the brand is tastier than other brands, and it is soft and cool, and more colorful hence attracting the customers. Nevertheless, the target audience, which is the youth, is highly involved in the process of communication. This may be through one on one dialogue with the representatives of the company. In addition, the company uses emotional-based messages, which mostly involve lifestyle, and values-based content uses sensory and often uses where an audience experiences low involvement. The company can create awareness of the brand without directly involving the audience. It may be through advertising using their own website or through social media platforms.
Consumer Behavior
The customers’ behavior viewed under the Coca-Cola brand advert is of high involvement decision. These decisions are closely tied to the ego and self-image of the consumer. Apart from this, they may also involve some risks such as financial risks, social risk, and psychological risk. In coming up with the decisions, the customers feel it is worth the time and energy required to undertake research and to consider alternatives carefully and appropriately. Consequently, the buyer gathers extensive information from multiple sources, evaluates several alternatives, and investing substantial effort in making the best decision.
Moreover, Coca Cola consumers face the emotional choice of the product since they choose the products to use them in their time of need. The consumers investigate the contents of the diet coke brand before they consume it. For instance, diet beverages have artificial sweeteners, for example, aspartame, stevia, and sucralose. Managerial intervention facilitates organizational change (Banga et al., 2019. p. 4). Change is always met with resistance when staff members perceive it as threatening their convenience, personal relationships, positions occupied by members in the organization, or economic security.