Marketing is one of the main factors that determine the success of any business. It is through marketing that a company can create customer awareness, leading to increased sales volume and revenue. Many successful businesses in various industries have used marketing to gain a competitive advantage in the market. Coca-Cola is one of the companies that have used effective marketing strategies to dominate soft drink industries for many years. The company was found in 1886, and it has been experiencing sustainable growth since largely due to its marketing strategies that resonate well with the target market. The company has about 500 brands that it distributes in more than 200 countries across the globe. However, the company’s oldest and the most popular brand is Coke. Coke is the most popular soft drinks brand in the whole world, and millions of people consume it on any given day ( Hattersley et al ., 2009) . Even though the consumption of Coke has experienced a slight decline over the last five years, its success in the market can be enhanced through experiential marketing.
Overview of Marketing Strategy
Experiential marketing is increasingly becoming one of the most popular and preferred strategies used by many companies because of its effectiveness in engaging customers and creating brand awareness. The marketing strategy was introduced in the early 1980s one of the best alternatives to the conventional or traditional information-procession approach to building brand awareness (Datta, 2015) . Experiential marketing strategy is mainly aimed at fantasies, feelings, and fun, which results in sensory-emotive stimulation, which is essential in any marketing. The marketing strategy can effectively be used to transform an ordinary brand into an amazing brand because it provides unique experience to customers (Datta, 2015) . Experiential marketing strategy can also be used to create a wonderful customer experience, which may remain memorable for a long time.
Delegate your assignment to our experts and they will do the rest.
Thus, experiential marketing is the strategy that can be used to enhance the popularity of Coke brand in the market that is now characterized by many alternatives (Datta, 2015) . Many consumers now prefer healthy products, especially due to obesity and overweight concerns, including emerging chronic diseases. Nonetheless, taste and health are still important to the consumers of soft drinks, particularly in developed countries. Coca-Cola can revive the popularity of Coke brand by creating a close bond with customers. According to Datta (2015), the experiential marketing strategy will give the company an opportunity to immerse its customers on fun and memorable experience, making them choose Coke as their preferred soft drink brand.
Description of the Good and the Desired Brand Image
Coke is the first soft drink product that was manufactured by Coca-Cola in 1886 when the company was found. Coke is a carbonated soft drink that was originally made from ingredients from cola leaves and cola nuts, which was the main source of caffeine for the drink. The content of the brand has been changing based on market needs. For instance, Coca-Cola has introduced Coke-Diet and Coke-Formula to address the health needs of modern customers who are health conscious. However, the brand has largely remained the same, and it is still identified as Coke. Coke, therefore, is a carbonated soft drink that is manufactured and distributed by Coca-Cola Company.
The desired brand image of Coke is the perception that it is the only soft drink product that they prefer to use in their daily life as a way of enhancing happiness. According to Ismail (2017), c ustomers should perceive the brand a healthy and tasty and healthy soft drink that people are willing to share with their friends and loved ones all the time. Coke should remind modern consumers of the traditional taste of the company’s first product. The brand should provide customers with the unique pleasure of refreshment that they cannot find from any other soft drink brand in any part of the word.
The Target Market
The target market is millennial generation whose consumption of soft drink has been declining over the last decade. Specifically, the marketing strategy is targeting millennials who are aged between 20 and 35 years in developed countries, especially in America. Millennials have reshaped the soft drink industry significantly, as they prefer healthier alternatives ( Swithers, 2016) . Millennials are more concerned about their health, and they are not likely to consume any product that can lead to health problems or disease. At the same time, millennials are the major consumers of various products currently, and the Coke brand can only succeed if it is attractive to the market.
Therefore, the primary buyer motivation is health. The buyers are health-conscious, and they only buy products that are healthy. The second buyer motivation is taste, which is supposed to be unique and appealing. Despite the health concerns, taste is still important to any soft-drink consumers across the globe, including millennials ( Hattersley et al ., 2009) . A unique flavor of a soft drink is likely to attract buyers, especially young people. Also, the packaging is buyer motivation in the soft drink sector — for instance, young people like sleek and slender cans that have attractive colors.
Millennials account for the largest percentage of people in any given country, making them the most important consumers in the current business environment. One of the major unique characteristics of millennials is that they are techno-savvy ( Hattersley et al ., 2009) . Unlike the older generation, millennials always use the internet and communication technology. The majority of millennials are highly educated while at the same time only a few are married. At the same time, millennials prefer to live in urban areas, and they earn average income. Regarding psychographic characteristics, millennials are highly collaborative, and their peers easily influence them. Besides, they are wellness-focused, and they prefer low-priced or discounted products.
Overall Marketing Strategy
The main aim of using experiential marketing strategy is to create a positive and unique customer experience. However, to achieve this objective, the marketer should have an in-depth understanding of the needs of target customers, which in this case are millennials (Datta, 2015) . Taste and health are the primary needs of millennials who consume soft drinks like Coke. Therefore, the objective of the marketing strategy is to create the perception and make customers believe that Coke is both tasty and healthy.
The company will organize a Coke tour in America where consumers will be subjected to a unique participatory experience. Many Coke Trucks carrying five-meter sleek Coke cans will be touring various towns in America to give the target consumers an opportunity to taste the brand. According to Datta (2015), t he tour will aim to create awareness of the brands new and unique tastes and flavors such as Feisty Cherry and Twisted Mango that are always attractive to young people. Many people, especially millennials will be given an opportunity to taste the brand while climbing at the top of the Truck. Those who have tasted the brand will have the opportunity to carry a three-liter Coke can to share with the family and loved ones.
The campaign is expected to create a novel experience that will motivate them to become advocates of the brands, particularly through word-of-mouth (WOM) marketing. Besides, participants are expected to share their experience on social media, leading to increased brand awareness. The brand will be positioned as tasty and healthy and resonates well with the needs of young people (Datta, 2015) . On the contrary, the rival brands in the market are positioned as healthy, and the taste element is not always factored in.
Promotion and Advertising Campaigns
The main promotion campaign will be the movement of Coke truck in various towns in America. People will be able to buy the brand at discounted prices while at the same time they will have the opportunity to get gifts such as five-liter Coke can. The promotion is intended to create unique experience and feelings, including fun. On the contrary, the advertisement campaign will be aimed to attract public attention to the brand. The peculiar activities that occur during the promotion campaign will be aired on mainstream media and shared on social media networks. Specifically, personal experiences that are positive and influential will be shared in various types of media as a form of advertisement (Datta, 2015) . For instance, one advertisement that will feature on TVs is when a young person tastes Coke brand and sharing his or her positive experience about the brand. The person will prove that Coke is indeed tasty and good for human health.
Public Relations Campaign
The recommended public relations campaign focuses on health screening that is spearheaded and organized by Coca-Cola. Young people now associate soft drinks with various diseases. Thus, to change the negative perception about the brand, Coca-Cola should organize health screening camps in various towns where young people are encouraged to participate in the medical screening process. The screening should mainly focus on diseases such as type 2 diabetes and heart attacks ( Swithers, 2016) . By focusing on medical screening, target customers will be convinced that the company care and is concerned about their health. As a result, it will be easy for young people to believe that the Coke brand is healthy. The primary objective of the public relations campaign is to create a positive perception about the health standards of the Coke brand, resulting in increased sales volume and revenue and making it attractive to young people.
Internet Marketing Campaign
To effectively implement internet marketing campaign, the company should use social media networks, particularly Facebook and Instagram because they are popular among young people. Currently, a significant number of people are using social media to search for information about various products and services ( Ismail, 2017) . Videos and pictures that are obtained from Coke campaigns should be posted on social media networks that are owned by the company. Social media followers should be encouraged to like, comment, and share with friends. The social media campaign should help in creating brand awareness, as well as getting more customers.
Besides, Coca-Cola should use its websites to facilitate internet marketing campaign. The company should ensure that its website is interactive to allow customers to seek more information about the products. The website should be linked to social media networks to allow for interaction with customers ( Ismail, 2017) . Besides, email should be used to connect with customers by addressing their concerns and issues. Quick response to the concerns of customers about the brand will enhance the reputation of the company.
Direct Marketing Campaign
Coca-Cola will be using “Share A New Coke” as a direct marketing campaign. The campaign will enable consumers to share a coke with their preferred family members and friends and share it on social media. Direct marketing is expected to increase brand awareness and increase the sales of Coke, primarily among young people. Besides, customer relationship management (CRM) is important in the current business environment because it helps in understanding customers. CRM also assists in managing and retaining customers. As a result, the company should use the internet to get personal information about customers and respond to their concerns. Customers should be encouraged to share their personal information, taste and preferences, and complaints or concerns ( Ismail, 2017) .
Conclusion
Coke is still one of the leading soft drink brands globally. However, the consumption of Coke is declining, primarily among young people. It is important, therefore, for the company to use appropriate and effective marketing strategy to attract young people towards the product. Experiential marketing strategy can be used to enhance brand awareness among millennials, which will, in turn, lead to increased sales volume and revenues. To effectively use experiential marketing strategy, the company should understand and address specific needs of the target market. The internet can enhance the effectiveness of experiential in marketing Coke brand because many millennials rely on social media to get information about products and services.
References
Datta, V. (2015). A conceptual study on experiential marketing: Importance, strategic issues, and its impact. International Journal of Research , 5 (7).
Hattersley, L., Irwin, M., King, L., & Allman-Farinelli, M. (2009). Determinants and patterns of soft drink consumption in young adults: A qualitative analysis. Public Health Nutrition , 12 (10), 1816-1822.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics , 29 (1), 129-144.
Swithers, S. E. (2016). Not-so-healthy sugar substitutes? Current opinion in behavioral sciences , 9 , 106-110.
