Coca-Cola Market plan typically targets the youths between 15-35 years of age because in most countries globally, youths constitute up to over 65% of the total population. 65% is a colossal market that must be tapped. Coca-Cola typically targets schools, colleges, and universities in over 200 countries. This population can influence other family members' tastes and choices because the product preferred by youths is associated with coolness and happiness. People between 15-35 have a lower income, and the company must offer their products in different sizes and packages at different price levels for affordability purposes. The company also provides different bottle sizes to accommodate smaller families associated with the youthful population ( Cheptegei., 2016 ). Advancement in technology also changed marketing strategy; people aged 15-35 years are the highest consumer of the internet where most advertisements occur today. In addition to that, most Coca-Cola products are sugary except Coke Zero, making them appropriate to the younger population where diabetes is rare
Coca-Cola came up with a foundation that has impacted lives in several ways across the globe. Environmental protection; this ensures the availability of clean water, recycling, reduction in the release of the harmful chemical into the atmosphere, and proper waste management. It has also supported HIV prevention and Awareness in Africa; HIV is a predicament in the African continent. The company has significantly supported youths' education and development through various sponsorship programs. Coca-Cola also ensures they offer affordable goods to youth, but not at a lower price, making the business unsustainable or gives a low-quality impression. Lastly, the company has continuously supported various arts and talents ( Suliman., 2016 ). For example, they use youthful pop stars in advertisements and even sponsoring sporting activities. The company has also ensured their goods are safe for consumption, even for those who have diabetes, through Coke Zero's introduction.
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References:
Cheptegei, D. K., & Yabs, J. (2016). Foreign market entry strategies used by multinational corporations in Kenya: A case of Coca Cola Kenya Ltd. European Journal of Business and Strategic Management , 1 (2), 71-85.
Suliman, A. M., Al-Khatib, H. T., & Thomas, S. E. (2016). Corporate social responsibility. Corporate Social Performance: Reflecting on the past and investing in the future , 15 (1), 35-44.
