presentation- Coca-Cola

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The goal of the marketing campaign of Coca-Cola Company is to increase sales within

the organization and stay with how its market is behaving. Coca-cola is known for

understanding the needs of its customers and therefore the need to develop a business

strategy that best fits their consumer behaviors. The best channel that can be used in the

marketing of the products is online advertising. This is based on the idea that Coca-Cola

has both primary and secondary consumers who can access any other form of online

advertisement. This marketing strategy conforms to all the stages of the consumer

purchasing process. Digital marketing is often involved disseminating information

through all the media channels including social media, emails, websites, and other

applications.

Coca-cola benefits from the strategy in that it displays advertisements with the use of

images, videos, and texts making the client well informed and can always remember the

concept. The channel is also cheaper than the rest of the traditional methods and has

powerful analytics that can lead to the production and distribution of the Coca-Cola

company. It is also possible that Coca-Cola can target either their primary or secondary

users with targeted ads to trigger sales and understand how the market is indeed

behaving. Online marketing promotes all stages of consumer purchasing decisions and

hence the goals of the marketing strategy are likely to be met by the Coca-cola company.

The messaging strategy in using social media to convey the message to its users. The

sample messaging strategy was issued to represent evaluability and urgency to engage

their purchasing power (Ting et al,2021). Coca-cola must formulate messages that

complement its audience and lure them towards purchasing.

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One-on-one marketing refers to customer-relationship management programs

which aim at changing behaviors toward individual customer-based needs. This works on

a basis that customer tells the company what they need hence creating a personal

relationship between the two. The strategy can be applied to the overall marketing

campaign in addressing sales increase and understanding customer behaviors of the

Coca-Cola company. The strategy is advantageous in ensuring returning customers as

well as cost benefits that can be used in dedicating more funds to ensure relationships

between customers are maintained, which saves on long-term campaigns rather than

costly marketing campaigns (Hoekstra & Leeflang,2020). Incorporate the type of

marketing into the marketing campaign, it can be made possible by incorporating

customer preferences by asking for opinions using online marketing strategies such as

social media. As a company, Coca-cola accesses the client feedback and produces better

and newer products in favor of what the customers prefer best.

The second stage of the consumer buying process is likely to correspond with the

purpose of one-to-one marketing such that it helps with addressing information search.

This stage is referred to as information searching which helps consumers identify what

they need in a specific type of product and the knowledge about the viable product. The

information searching stage of the consumer buying process uses sales representatives as

a form of listening to the customers to best offer client needs.

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References

Hoekstra, J. C., & Leeflang, P. S. (2020). Marketing in the era of COVID-19. Italian

Journal of Marketing, 2020(4), 249-260.

Ting, L. P. Y., Wu, P. H., Jhang, J. Y., Yang, K. J., Chen, Y. J., & Chuang, K. T. (2021,

September). Boosting Latent Inference of Resident Preference from Electricity

Usage-A Demonstration on Online Advertisement Strategies. In International

Conference on Big Data Analytics and Knowledge Discovery (pp. 272-279).

Springer, Cham.