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New Coke Marketing Campaign
2
INTRODUCTION
Introduction
The Coca-Cola Company markets and manufactures sodas, juices, teas, and coffees. Coke Classic has been around for over 130 years. This year, Coca-Cola would like to introduce the "New Coke" to it's family of products.
Marketing Objectives
Marketing objectives
For the New Coke the marketing objectives are to: Launch new product, target new customers & engage social media platforms in advertising.
TARGET MARKET
TARGET MARKET
Geographic – International region as the two versions of Coke3 can be consumed by any community.
Demographic – The New Coke will target a younger audience as older audiences have their loyalties in the original Coke Classic or Diet Coke.
Psychographic – Younger generations are always looking for something new and different and new ways to stay caffienated.
Behavioral – The new line will be a trendy product and will attract those people who are heavily into social media such as TikTok, Facebook and Instagram.
Retrofit Classic Campaigns
"Teach the World To Sing." There is no better time to bring the world together, if even via the internet or social networking apps, than retrofitting this campaign to include the New Coke product.
Marketing mix
"Share a Coke" campaign and incorporate the New Coke alongside Coke Classic and Diet Coke. During COVID, people feel isolated and cannot be with friends, so personalizing the New Coke under this re-vamped campaign would make people feel a part of something. Seeing their name on coke bottles would lift people's spirits.
The 4 Ps
4P's
New Coke
Priced same as Classic Coke
With every order of a 12-pack or one liter of Coke Classic, we will offer one free liter of New Coke for the consumers to try. Due to COVID, orders can be placed through Instacart, DoorDash, Favor, or GrubHub. Each online ordering application will promote Coca-Cola Classic and New Coke in its advertising banner. Adding a 12-pack or liter of Coke Classic or Diet Coke will automatically add one liter of New Coke to the consumer's cart at no charge.
TikTok
DoorDash
Favor
InstaCart
GrubHub
New vs Classic
Brochure
Sweeter taste
Less sugar
Less calories
Gold top
Original Coke taste
130 y/o recipe
Silver top
Problems that Coca-Cola may face
Conclusion
- Customers might be reluctant of this new product as Coke Classic has been around for over 130 years.
- Bottlers and distributors may want promotional discounts.
Thank You Everyone for Attention
Go and share a Coke! New or Classic!