Coca Cola Media Plan
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
___________________
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
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
___________________
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