Coca Cola Media Plan

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Media Recommendation for:

Coca – Cola

Classic

Communications 352
Dr. Ju-Pak
Section Two

Yolanda Michel

Oscar Perris

Patty Pineda

Iris Preciado

Table of Contents:

_____________________

Target Market……………….……………………………………………………..Page 1

Media Objectives…………………………………………………………………..Pages 2 - 3

Media Mix Strategy and Tactics……………………………………………………Pages 4 - 9

Where is your Executive Summary? Read the memo on “Media Recommendation Report” to see how you’d organize your report!

Target Market

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The target demographic for Coca-Cola is extensive and broad due to product appeal and popularity. Given careful consideration and after researching and analyzing consumer age, household size, marital status, and income, the best target markets for Coca-Cola, are 18-34 year-olds and those who live in households of 3 or more.

18-34 year-olds are chosen due to their high ranks and volume potential. Considering the option of only targeting 18-24 year-olds is not a large enough target for Coca-Cola due to the brand popularity and consumer base that is already established. For this reason, taking the first two highest ranking consumer age groups and combining them is the best option. Also, targeting households of 3 or more is an excellent option due to the high rank (109) and very high volume potential (7,122,605) of this particular demographic within the Household Size category.

Table One: Target Markets

|Category |A |B |D |Rank within |AxD |Rank within | | |(‘000) |% of Users |Index |category |(VP) |category | |25-34 |28605 |26.4 |114 |2 |3,260,970 |1 | |3 Person or more |65345 |60.3 |109 |1 |7,122,605 |1 |

Within the age demographics, the combination of the first two categories gives a larger target that best reflects the existing consumer market for Coca-Cola. However, it is best to assign different weights to these two categories as follows: primary target ages 25-34 at 70% due to its significantly higher volume potential (3,260,970) then the 18-24 category (2,197,863). As a result, the 18-24 category will be denoted as the secondary target age group at a weight of 30%. Media Objectives

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The pulsing strategy is the best method to use for Coca-Cola’s advertising. Since soft drinks are consumed year-round, Coca-Cola must continuously advertise to maintain its place in the consumers mind. Also, the seasonality of sales for soft drinks is an important factor to consider. The pulsing strategy allows Coca-Cola to advertise heavily during high sales periods and decrease its efforts during lower sales periods. For instance, during the summer months, when the weather is warm and people are consuming more beverages, the advertising efforts will be at their highest. Another important time of the year to advertise for Coca-Cola is the holiday season because there is a high concentration of sales during this time. By using the pulsing strategy Coca-Cola will also stay competitive. Competition in the carbonated soft drink industry is fierce, and Coca-Cola’s competitors advertise heavily in all markets. In order for Coca-Cola to maintain its #1 spot in the market it must place advertisements in the most favorable times relative to competition. For these reasons, the pulsing strategy will be the most efficient for Coca-Cola. Table Two: Budget Re-Cap Table

|  |MEDIA GOALS |GRPs |BUDGET ($100M) | |Time Period |Reach |Frequency |Number |%...
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