Developing Persuasive Business Messages Part II

Running head: CONSTRUCTING EFFECTIVE MESSAGES

CONSTRUCTING EFFECTIVE MESSAGES

Constructing Effective Messages

Daniel Jacobson COM/295 Alex Luna September 01, 2016

Constructing Effective Business Messages

Several products and services are produced around the globe on a daily basis and need proper marketing procedures as well as strategic positioning to ensure that these products reach the intended audience and the targeted market on time. This piece of work presents a deep analysis of coca cola products, their characteristics, worth, the targeted audience as well as the approaches used by the company to establish the credibility of the products in its diversified markets.

The Coca-Cola Products and Characteristics

America is known for several products sold in domestic markets as well as the overseas markets. The products range from ranging from household goods and food products to electronic appliances such as the Apple smartphones. One of the best known American products is the coca cola soft drinks that are sold in more than 200 countries around the globe. It is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world. Coca cola comes in several brands which are appealing to different customers and attracts the attention of these customers from across the globe. The features of this product are distinct from variation in brands. For instance, sprites the world's leading lemon-lime flavored soft drink, sold in more than 190 countries and ranks as the number three soft drink world over; Fanta is the second oldest brand of The Coca-Cola Company and the second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million times every day around the world, consumers love Fanta for its great, fruity taste. Other coca cola brands like Pure, crisp Dasani delivers fresh taste with a clean, fresh style. Dasani Drops is the vibrant and delicious drop that transforms everyday moments into something deliciously fun, unexpected and colorful day. While Minute Maid has been making juice for more than 60 years and has a heritage of nutrition, innovation, and quality that makes it more appealing to customers as it is rich in nutrients and taste (Weber, Story, & Harnack, 2006).

The Worth of Coca-Cola

The worth of a product is considered in several facets. According to J. F Kapferer, there are six pillars to be considered in establishing whether or not a product is worthwhile. These constitute the Kemferer's brand identity prism with six faces namely: the physique, personality appeal, culture, relationship, reflection, and self-image. Coke, for instance, has strong words that are associated with its brands that evoke a strong response from customers whenever the brands are mentioned. The typical example is the phrase on Sprite Bottles "Obey your Thirst" which has strong appeal to showing concern for yourself. Similarly, the company has also established a unique character in which they associate with the community in several ways like sports and charity. Moreover, Coke is a nice drink for refreshment and entertainment, especially after dinner (Kapferer, 2004).

Coca-Cola also has a strong relationship with its customers through series of its strategies that make it appealing to the clients, for instance, the Share a Coke program that makes people reunite with the love ones and foster unity among family members and communities. Another aspect of worth is established through reflection. This is achieved by associating the brand with celebrities that make the brand appealing to several people. The last aspect of worth is drawn from a self image. This involves the perception and attitude associated with a particular brand. Coca-cola being an international brand draws attention on this basis as it makes people feel associated with dignitaries, celebrities and all sorts of top-class personalities across the world.

Audience Profile and Worth

Segmentation enables the coca cola company to define the appropriate products for different kind of customers. Coca-Cola doesn't target a specific segment but adapts its marketing strategy by developing new products with a focus on the following key areas. Age for instance, Coke does not have a specific target and is addressed to everyone.

Coca-Colas primary consumers are between the ages of 12-30 years old ; although there is no specific product or communication for ages less than 12 or more than 30, the brand still continues to reaching them, through partnerships. Places like restaurants, fast-food establishments like McDonalds, or thanks to its value among consumers. So, the core target audience of Coca-Cola is everyone. Their targeting is not based on gender, but the results show that both genders like this product and use it almost 50/50. Coca-Cola considers each customer as a target and a potential consumer. All age groups are being targeted, but the most potential is the age group from 18-25 that covers around 40% of total age segments. Lifestyle is another factor and coke targets no specific lifestyle but more and more busy lifestyle and mobile generation. The youth is considered to be the most important part of Coke's consumers.

As concerning occupation, no trade is targeted, but consumers are mainly students and family oriented people. It is worth noting that Coke uses fun, joy, and entertainment which makes the product appealing and loving by the targeted clients. There are several habits exhibited by Coke loyalists in different age brackets and lifestyle. For instance, the young target audience of the brand loves media exposure, on the other hand, mobile generation & social media is part of daily life. Coca-Cola has strategically positioned itself within the world soft drink market. It faces a vital question: does it have to keep the same positioning or to adapt according to the 200 countries where the brand sells its products. The brand has understood this principle while ago: "think global, act locally." Coca is thus willing to keep the same core product which is coke, but it adapts the offer to local needs (Story, 2007). They use strategic positioning to have the same image all around the world, which is a success because it is perceived today as a part of daily life everywhere. This perception of the brand by the consumer leads to a high degree of loyalty and makes the purchasing decision more automatic. Coca-Cola has been successful by using Unique Selling proposition as "Live the Coke side of life", related to joy and happiness. Consumers associate this brand with these emotions. When the name of Coke is mentioned, the first thing that comes to mind is fun and entertainment.

Establishing Credibility

Coca-Cola has made its products appealing all over the world by having unique brands that are appealing and have impressive writings on them that make customers rely on them. The branding system adopted by Coca-cola is straightforward and easy to remember that makes clients more comfortable with them. The brands win loyalty which then wins the confidence of the clients on the preference of Coke brands to any other soft drink. This normally calls for four key factors namely: brand identity, brand meaning, brand responses and finally brand relationships. Brand identity is closely associated with brand salience which is the degree of awareness of a brand of a particular product as well as the reactions evoked by the brand to the customer in different situations (Ustjanauskas, Harris, & Schwartz, 2013). Coke has unique brands without substitutes which make the customers so salient to coke products. Besides, the use of strong brand meaning is another approach that coca cola uses to establish credibility. In this context, coke uses clear images with lasting impressions in the mind of the customers by use of imagery and performance or description of the effect of taking a sip of coke refreshments.

Credibility is also created through the establishment of strong brand relationship which focuses on the manner in which the clients or customers consider the brand as part and parcel of their being. This normally involves such aspects like building strong brand resonance which will ensure that customers consider themselves as part of the product. Coca-Cola enhances brand resonance through activities like organizing and sponsoring sporting activities like soccer matches, and distribution printed coca cola kits, caps, and other materials. This in itself has led to behavioral loyalty which makes customers show repeated buying behaviors due to conviction on the brand. Moreover, this has also enhanced attitudinal attachment to the coke brands since people who spot various coke products feel part of the coke products (Speers, Harris, & Schwartz, 2011). Finally, through Corporate Social Responsibility, coke has won the hearts of many people who consider and perceive coke and its products as the best products for the community since the company is mindful of common development.

References

Kapferer, J. N., (2004). The New Strategic Brand Management (Creating and Sustaining Brand Equity Long Term), (3rd ed.). Kogan Page, London, U.K

Speers, S., Harris, J., & Schwartz, M. (2011). Child and adolescent exposure to food and beverage brand appearances during prime-time television programming. American Journal of Preventive Medicine, 41(3), 291-296.

Story, L. (2007, December 9). So that’s why they drink Coke on TV. The New York Times. Retrieved from http://www.nytimes.com/2007/12/09/business/media/09maker.html

Ustjanauskas, A.E., Harris, J.L. & Schwartz, M.B. (2013, July 2). Food and beverage advertising on children's web sites. Pediatric Obesity. Retrieved from http://onlinelibrary.wiley.com/doi/10.1111/j.2047-6310.2013.00185.x/full

Weber, K., Story, M. & Harnack, L. (2006). Internet food marketing strategies aimed at children and adolescents: A content analysis of food and beverage brand web sites. Journal of the American Dietetic Association, 106, 1463-1466.