Value Based IMC Case Study Rachel Hasle
Rachel Hasley
11/19/2014
Case Study: Value-based IMC
Coca-Cola is without a doubt one of the biggest companies in the world with a massive cultural impact that currently controls more than half of the soft beverage industry. The company distributes globally more than 600 brands of carbonated and non-carbonated drinks; as everyone knows, the most important one is of course Coca-Cola. Based on the Encyclopedia of Consumer
Culture, Coca-Cola was conceived as a patent medication in 1888 by a pharmacist in Atlanta,
John S. Pemberton; the beverage was first bottled in 1894 and the corporation was established in
1902. Currently, the company manufactures and licenses a wide variety of products through the markets in Europe, Eurasia, Africa, Latin America, North America and Pacific areas.
Depending on geographical regions, legal boundaries and consumer/cultural behavior, CocaCola produces brand beverages that match target segmentation desires. These non-alcoholic beverages include different flavors and varieties that embrace many market preferences of drinks, such as sodas, teas, coffee, energy drinks, juices, purified water and vitamin water.
Every product/brand that Coca-Cola represents can be attached to a reference group of markets that the company is interested in reaching. The health-conscious target market is being approached by a variety of options, from bottled water, vitamin water and organic teas through diet versions (sugar and calorie free) of soda. Green-environmental market segmentation is being attended by the implementation of the “plant bottle” (30% plant-based 100% recyclable bottles) and many sustainability actions that are being taken by the company. It can be deduced that demographic markets were considered in the developing of juices (in order to provide a drink
adequate for children) and the elaboration of a coffee alternative for adults. Energy and sports drinks were generated to tap into the athletic market; however young adults with a lifestyle
11/19/2014
Case Study: Value-based IMC
Coca-Cola is without a doubt one of the biggest companies in the world with a massive cultural impact that currently controls more than half of the soft beverage industry. The company distributes globally more than 600 brands of carbonated and non-carbonated drinks; as everyone knows, the most important one is of course Coca-Cola. Based on the Encyclopedia of Consumer
Culture, Coca-Cola was conceived as a patent medication in 1888 by a pharmacist in Atlanta,
John S. Pemberton; the beverage was first bottled in 1894 and the corporation was established in
1902. Currently, the company manufactures and licenses a wide variety of products through the markets in Europe, Eurasia, Africa, Latin America, North America and Pacific areas.
Depending on geographical regions, legal boundaries and consumer/cultural behavior, CocaCola produces brand beverages that match target segmentation desires. These non-alcoholic beverages include different flavors and varieties that embrace many market preferences of drinks, such as sodas, teas, coffee, energy drinks, juices, purified water and vitamin water.
Every product/brand that Coca-Cola represents can be attached to a reference group of markets that the company is interested in reaching. The health-conscious target market is being approached by a variety of options, from bottled water, vitamin water and organic teas through diet versions (sugar and calorie free) of soda. Green-environmental market segmentation is being attended by the implementation of the “plant bottle” (30% plant-based 100% recyclable bottles) and many sustainability actions that are being taken by the company. It can be deduced that demographic markets were considered in the developing of juices (in order to provide a drink
adequate for children) and the elaboration of a coffee alternative for adults. Energy and sports drinks were generated to tap into the athletic market; however young adults with a lifestyle