Digital Marketing Strategy Development Business Report

Student's Name

Institution

Course

Professor

Date

2
Table of Contents
Executive Summary.......................................................................................................................3
Introduction....................................................................................................................................3
Market Analysis.............................................................................................................................4
Target Audience.............................................................................................................................5
Buyer Persona................................................................................................................................6
Unique Selling Proposition (USP)................................................................................................7
Strategic Digital Marketing Plan.................................................................................................7
Campaign Goals (SMART Objectives)....................................................................................7
Digital Marketing Theories and Frameworks.........................................................................8
Selection of Appropriate Channels...........................................................................................9
Content Calendar.....................................................................................................................10
Tools to Boost Productivity.....................................................................................................10
Competitive Analysis...............................................................................................................11
System to Track Performance................................................................................................12
Conclusion....................................................................................................................................13
References.....................................................................................................................................14
Appendices....................................................................................................................................16

Executive Summary

This report presents a strategic digital marketing plan for the global launch of the newest

and healthier sweet beverage by Coca-Cola targeting U.S health-conscious teenagers. Market

analysis shows growing demand for healthy, low-sugar drinks; the most targeted audience is the

teenager category. It identifies, with the aid of a rich description of buyer personas, the target

audience as between 13 and 19 years of age-and recommends the utilization of digital marketing

strategies like viral marketing, influencer partnerships, content co-creation, SEO optimization,

and message design that blends well with the values and lifestyles of the teens

The communication plan outlines the utilization of the trending social media channels

like Instagram, TikTok, and YouTube, creation of an engaging calendar of content, utility of

productivity tools, competitive analysis, and strong performance monitoring mechanisms. That

SMART campaign goals increase brand awareness and actively feel a growth in social media

engagement by 20 percent within the next six months. It is an intricate plan that serves to place

this new beverage at such a junction if done properly, as to make it coveted by health-conscious

teenagers, obtain great brand awareness and engagement, have a prosperous global launch of the

new product, and confirm their leadership in the growth segment of healthier beverages.

Introduction

Coca-Cola, a well-known leading soft drinks manufacturer across the globe, now is all

geared up to develop a new product: a nutritious and sweet beverage focusing on the United

States' teenagers. Since markets are changing and evolving, preferences keep changing too,

moving towards a healthier choice. Coca-Cola needs to step ahead and level by meeting its target

market's demands. This strategic digital marketing plan is a comprehensive plan that will ensure

a successful globalization of Coca-Cola's new beverage, if properly implemented. It leverages

several theories and models in digital marketing for the purpose of identifying the target

consumers, as well as recommending a communications strategy that effectively fits their

preferences and lifestyle. This will create enormous brand awareness among the teenagers across

the United States, engage them, and prepare the ground for a most conducive release of the new

product and build a strong presence in the rapidly developing market of healthier beverage

perusal.

Market Analysis

The beverage market is witnessing a significant shift in consumer preferences, driven by

a growing demand for healthier options. This trend is particularly prevalent among teenagers,

who are highly aware of the potential health implications of their dietary choices. A report titled

"Global Plant-based Food Market 2023-2028" by Research and Markets, based in Dublin,

Ireland, highlights the industry's "impressive growth." It projects the market to rise at a

compound annual growth rate (CAGR) of 10.95%, from $41.06 billion in 2022 to over $75

billion by 2028 (Harfmann, 2023).

Figure 1. Market trend for healthier beverage options

2022

2028

$0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00

$41

$75

Market Trend for Healthier Beverage Options

Value in Billions

Year

Additionally, data from Herrick et al. (2019) indicates that among kids in the United

States from 2013 to 2016, 43.7% of all beverages consumed were water, with milk (21.5%), soft

drinks (19.9%), 100% juice (7.3%), and other beverages (7.6%) coming in second and third

respectively. This demographic is highly influenced by social media trends, peer influence, and a

desire to maintain an active and healthy lifestyle.

Figure 2. Contribution of beverage types to total beverage consumption among youth aged

2–19 years in the United States between 2013–2016 (Herrick et al., 2019)

Target Audience

The psychological market segmentation of the target consumers for Coca-Cola's new,

healthier, sweeter drink can be further identified as health-conscious teenagers and teenagers

(13yrs-19yrs) with a sweet tooth in the United States. It is a very big market since, in 2022, there

were about 21.64 million youth in the U.S. who were between the ages of 15-19 (Korhonen,

2024). In addition, the racial distribution of teenagers (16–19) who were employed and enrolled

in school in the U.S. in 2022 is comparatively ordinary, with 24.6% of the population being

White, 14.1% being Black, and 16.2% being Hispanic (Korhonen, 2023).

Figure 3. Percentage of teens (16-19) who were enrolled in school and working in the

United States in 2022, by race (Korhonen, 2023)

24.6

14.1 16.2

Teens (16-19) who are enrolled in school and

working

Race White Black Hispanic

Race

Percentage of youth

Buyer Persona

• Name: Emily

•Age: 16

•Gender: Female

•Income: $10 weekly allowance

•Location: Los Angeles, CA

•Pain Points: Finding tasty yet healthy drinks

•Favorite Social Media Channels: Instagram, TikTok

•Hobbies and Interests: Sports, socializing with friends, fashion

Unique Selling Proposition (USP)

This new product offering from Coca-Cola, a healthier and sweeter drink, makes a Rolls-

Royce design statement through its special blending of health, lovely, and eco-friendly

packaging for health-conscious teens. It helped satisfy all taste buds by balancing it right

between sweet and healthy, using natural sweeteners and adding necessary vitamins and minerals

- a guiltless pleasure that would mesh with the perceived lifestyle of targeted health-conscious

teens. This recyclable, trendy bottle with a noticeable design reflects their commitment towards

sustainability and will resonate with the environmental values of today's teenagers. In effect, the

approach will make an appeal to their eco-friendly sensibilities and at the same time also position

the product as a docket socially responsible choice. With this kind of striking value proposition-

dwelled on nutritional benefits as well as in sustainable packaging-Coca-Cola develops a strong

value proposition of its new beverage that would be there as an attractive option to meet the

specific needs and wants of the health-conscious teen segment for something tasty but healthy.

Strategic Digital Marketing Plan

Campaign Goals (SMART Objectives)

•Specific: Increase brand awareness of the new healthier and sweet beverage among

teenagers in the United States.

•Measurable: Achieve a 20% increase in social media engagement (likes, comments,

shares, and views) within the first three months of the launch campaign.

•Attainable: Leverage Coca-Cola's existing digital platforms and established influencer

partnerships to reach the target audience effectively.

•Relevant: Align with the growing trend of health-conscious consumption and eco-

friendly values among teenagers.

•Time-bound: Reach the set engagement goal within six months of the global launch of

the new beverage.

Digital Marketing Theories and Frameworks

1. Role of Digital and Social Media Marketing in Consumer Behavior: Leverage these

too popular social media, that is, Instagram and TikTok to reach out to the teen

population as well as to know them, their preferences, behaviors, and, of course

influencers. These are avenues for creating brand awareness (Schmidberger, 2022).

2. Viral Marketing: Create sharable, interesting content which will be difficult for

teenagers not to share the latest news about the new healthier and sweet beverage through

their social networks or otherwise.

3. Word of Mouth (WOM) and Electronic Word of Mouth (eWOM): Engage with

strategized influencer partnerships. Leverage online communities to encourage positive

eWOM. Use the influence of the most popular among the teens to promote the beverage

to make it a buzz for the target audience.

4. Search Engine Optimization (SEO): Ensure optimization of content and digital assets

of the beverage for better visibility by search engines. Successful implementation of SEO

makes information about the product easily accessible and identifiable.

5. Message Design: Design relatable and compelling messages communicating with values,

lifestyles, aspirations of health-conscious teens.

6. Gamification: Make the marketing campaign gamified as well as interactive so that the

target audience is captivated and burliness render excitements and sense of fun among the

people (White, 2024).

7. Co-creation: Encourage the participation of adolescents in product development and

marketing by using online questionnaires, feedback forums and collaboration tools.

Foster Co-creation through soliciting of ideas, proposals, insights from the targeted

population.

8. Influencer Marketing: Through collaboration with influential persons with an immense

following on Instagram, TikTok, and YouTube, among others, Coca-Cola is likely to take

advantage of the trust and confidence that the influencers command among their

followers (Schmidberger, 2022).

Selection of Appropriate Channels

•Instagram: This visually-driven social media platform is widely popular among

teenagers and hence will act as an ideal channel for sharing such an eye-catching content

related to the new healthier and sweet beverage (Lupis, 2024).

•TikTok: 74% of teenagers in USA still use TikTok as their second-most popular app

(Lupis, 2024). That said, TikTok is currently one of the most popular social media

platforms among teenagers, and hence it really presents an excellent opportunity to

leverage the power of short-form video contents.

•YouTube: YouTube is the second-largest social media networking site around the globe

in terms of the number of users; it commands more than 2.5 billion monthly active users

(Sheikh, 2020). Therefore a good place to make the features and advantages introduced

by the new well potentially healthier and sweeter beverage known through as interesting

video clips.

Content Calendar

•Content Creation Overview: Create a content strategy of posting weekly contents on

Instagram, TikTok, and You Tube featuring new healthy and sweet beverage empowered

by a USP focusing on its aspects of health benefits, great taste, and eco-friendly

packaging.

•Content Curation Posts: Actively solicit and create UGC around your new drink Invite

the teens to design and then share their content using a Cot brand hashtag, after which the

best of realization should be aggregated and shared on Coke's social media sites.

•Employee Advocacy: Ensure that the Coca-Cola team, especially those team members

who develop this new drink and run the marketing for it, share their experiences and

behind the scenes on their personal social media platforms.

•Social Media Updates: Constantly the brand will promote via its social media channels

details of product availability and promotions, along with engaging content related to this

new healthier and sweet beverage.

Tools to Boost Productivity

•Content Creation: Try using a user-friendly online graphic design software for

producing stunning graphics, different social media posts, and any other creative assets.

Due to the convenience of its interface and its huge amount of pre-made templates and

elements to design, this resource efficiently produces very high-quality outputs, thus

easing the workload of the marketing team on that basis.

•Social Media Management: Allow for the complete implementation of a social media

management tool like Hootsuite, whose open source scheduling capabilities will have the

posts automatically posted on the different social media platforms (Hootsuite, 2023).

•Social Media Analytics: Google analytics, if implemented on the brand's website and

their social media platforms it would give insight to Coca-Cola on sources of website

traffic, users behaviors and each type of marketing performance hence help in making

decisions that are data informed plus execute improvements on the campaign.

Competitive Analysis

It is critical to make a profound analysis of the main competitors in the highly

competitive beverage market and their strategies of digital marketing.

•Social Media Channels Used: Research or probe into the social media platforms that

beverage industry competitors have, particularly for the teenage market. Determine which

of their channels is the strongest in terms of presence and engagement, to the extent that

it enables the discovery of the types of content shared in every channel.

•Type of Content Shared: Analyze competitors' strategies in formats-images, videos, and

infographics, for instance-messaging, and their overall tone and style. Analyze its

efficacy in reaching the target audience and building engagement.

•Frequency of Social Media Updates: Monitor the rate at which competition posts in its

social networks. Based on the performance, the company will establish its best posting

frequency that will help it sustain visibility without overwhelming the target audience to

achieve new campaign communications for healthier and sweet beverages conducted by

Coca-Cola.

•Results Generated: Monitor the engagement rates, follower growth as well as

performance metrics achieved by competitors from their social media marketing efforts.

An analysis of the competitor approach offers benchmarks and insights on what works

for and resonates with the target audience, and such insights can inform Coca-Cola on

how to maximize the impact of its communication plan.

System to Track Performance

In this campaign, Coca-Cola shall monitor progress by capitalizing the following tools

and strategies to ensure that objectives are met:

•Google Analytics: The integration of Google Analytics with the brand's website and

social media channels would allow us to track website traffic, users' behavior, and

success of various marketing efforts. Indeed, this powerful analytics tool offers valuable

insights into traffic sources, conversion rates, and users' engagement metrics - hence

helping us employ data-driven optimization of the suggested marketing strategy and its

further refinement (Arab, 2024).

•Social Media Insights: Leverage the same social media platforms' inbuilt analytics tools

like Instagram, TikTok, and YouTube to measure the engagement rates while the other

two significant KPIs to keep in mind are reaches and impressions. All these shall signify

crucial feedback about the resonance of the content and its messaging with the target

audience of the campaign to evolve or change things for the better.

•Influencer Marketing Analytics: If it is through influencers, implement a system that

would help you trace the performance of any collaboration with the influencers. A good

example here is where you get to trace metrics around engagement rates, clickthrough

rates, and even conversions arising from running an influencer campaign.

•Regular Performance Reporting: Determine the standard frequency of performance

reports, in which the marketing team will assess the campaign results and communicate

the findings to all stakeholders on the campaign's performance. This way, you will

achieve transparency in their campaign activities and responsibility in the teams'

performance-'-use data for decisions at every step of the campaign cycle.

Conclusion

To summarize, this strategic digital marketing plan is a step-by-step guideline for Coca-

Cola in launching its new healthier and sweet beverage that would be targeting largely the

health-conscious teenagers in the United States using digital marketing theories and frameworks.

In this regard, this plan presents SMART campaign goals and concepts like viral marketing,

influencer marketing, and co-creation along with relevant channels, hence, Instagram, TikTok,

and YouTube. The communications plan shall therefore include a content calendar, tools to

enhance their productivity, competitive analysis, and performance tracking mechanisms. As the

brand is resonance in form of customized efforts that affect the audiences' inclinations and life

standard, by such a buyer's persona in detail a brand like Coca cola may connect with this strong

actionable audience to build its brand. If this plan is executed well, it will make this new drink

very desirable so that it would allow Coca-Cola's first massive engagement, start with which it

would be able to successfully launch this product all over the world and presently start

reinforcing its position as a leader in this segment that is becoming increasingly more popular of

Healthier Beverages.

References

A Healthy Shift In Consumer Preferences Influences Food And Beverage M&A - Translink

International AG. (2023, August 1). Translink Corporate Finance.

https://translinkcf.com/2023/08/01/a-healthy-shift-in-consumer-preferences-influences-

food-and-beverage-ma/

Arab, I. (2024, April 2). Content Analytics Insights with Google Analytics and Looker Studio.

TAGLAB. https://taglab.net/content-analytics-insights-with-google-analytics-and-looker-

studio/#:~:text=It%20provides%20valuable%20insights%20into

Harfmann, B. (2023, October 13). Plant-based milks, cream/creamers and margarine provide

double-digit growth | Dairy Foods. Www.dairyfoods.com.

https://www.dairyfoods.com/articles/96773-plant-based-milks-cream-creamers-and-

margarine-provide-double-digit-growth

Herrick, K. A., Terry, A. L., & Afful, J. (2019, June 7). Products - Data Briefs - Number 320 -

September 2018. Www.cdc.gov.

https://www.cdc.gov/nchs/products/databriefs/db320.htm

Hootsuite. (2023). Social Media Marketing & Management Dashboard. Hootsuite.

https://www.hootsuite.com/

Korhonen, V. (2023, October 13). U.S. teens (16-19) who are enrolled and working, by race

2021. Statista. https://www.statista.com/statistics/477689/percentage-of-youth-who-are-

enrolled-in-school-and-working-in-the-us-by-gender/

Korhonen, V. (2024, February 13). Number of U.S. youth and young adult population by age

2022. Statista. https://www.statista.com/statistics/221852/number-of-youth-and-young-

adult-population-in-the-us/#statisticContainer

Lupis, J. C. (2024, April 17). Instagram Makes Gains Among Teens' Favorite Social Media

Platforms, Overtaking Snapchat. Marketing Charts.

https://www.marketingcharts.com/demographics-and-audiences/teens-and-younger-

232795

Schmidberger, F. (2022, February 8). TikTok and Instagram: Using both platforms for ultimate

success. Marketing Dive. https://www.marketingdive.com/news/tiktok-and-instagram-

using-both-platforms-for-ultimate-success/617002/

Sheikh, M. (2020, May 26). The social media marketer's guide to YouTube marketing. Sprout

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White, D. (2024, May 1). Gamification: The Ultimate Strategy to Skyrocket Your Marketing

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your-marketing-engagement/

Appendices

Appendix A: Figure 1. Market trend for healthier beverage options