project
Marketing Strategy
The goal of a marketing strategy is to increase sales and stay current with how a market is behaving. Present this strategy in a way that communicates why this strategy will be effective, and defend your claims. Remember that when creating a presentation, you should ensure that the elements used display a level of professionalism and do not distract viewers from the key points being presented.
Coca-Cola
- Overall marketing campaign
Define the goals of your marketing campaign for your segment.
Determine channels through which you will market the product to your segment. Justify your response.
Develop a messaging strategy, including sample messaging, for each channel you identified. - One-to-one marketing campaign
Define one-to-one marketing, and describe how you will incorporate it into your overall marketing campaign.
Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing.
Determine a one-to-one marketing strategy that would work for the stage(s) you identified and explain why it aligns with your segment.
Coca Cola
Megan George
Consumer segment
! The Coca Cola understands the needs of the
customers.
! It develops a business strategy that aligns with
the expected consumer behavior.
! Primary consumers or target market (consumers
aged 10-25 years).
! Secondary consumers (aged 25-40 years) (Wang,
2021).
Resources
! Consumer behavior information can be sourced
from resources such as:
! Social media platforms.
! Focus groups and surveys.
! Customer reviews
! Competitor analysis.
Secondary research
! Scholarly reviewed articles and journal articles are
used in studying the characteristics of Coca Cola’s
consumer segment.
! Characteristics of the consumer segment:
! Highly influenced into adapting a given
consumption behavior.
! Majority have varying purchasing power with
differences in level of income.
! Prefer trending fashion or newly introduced products
(Melancon & Dalakas, 2018).
Segmentation strategies
! There are various strategies the Coca Cola Company
can segment the market:
! Demographic such as age, income, occupation and
income.
! Geographic segmentation: based on the location of
the customer.
! Psychographics: based on hobbies and interest
! Behavioral; strategy: based on behavioral patterns as
studies from the resources.
Behavioral segmentation
! This segmentation strategy is based on consumer
behavior.
! Consumer aged (20-45) are affected by factors
such as income, interests, age.
! These factors affect their consumer patterns.
! Behavioral segmentation would assist in
implementing the best offer in terms of marketing
mix.
Selected consumer segment
! Segment: Low income, highly literate adults
aged 25-40 years
! The segment is highly price sensitive due to
limited purchasing power.
! The segment understands the quality standards
of the product.
! The segment has information on prices (De et al,
2021).
Research needs
! Impact of technology: helps determine needed
differentiation strategies.
! Effect of change in income: helps in
understanding expected changes in demand.
! Effect of competition and pricing: helps
determine the ability to switch to competitors.
References
Wang, J. (2021, October). How Coca Cola and Pepsi Use Segmentation
in Consumer Product Industry. In 2021 International Conference on
Public Relations and Social Sciences (ICPRSS 2021) (pp. 866-870).
Atlantis Press.
Melancon, J. P., & Dalakas, V. (2018). Consumer social voice in the age
of social media: Segmentation profiles and relationship marketing
strategies. Business Horizons, 61(1), 157-167.
De Villiers, R., Tipgomut, P., & Franklin, A. (2020). International market
segmentation across consumption and communication categories:
Identity, demographics, and consumer decisions and online habits.
Consumer Buying Process
Megan George
Consumer Buying Process
● The term “consumer buying process”
refers to the processes taken by a
prospective consumer while making a
purchase decision on a product or
service.
● Thus, the consumer purchasing
process involves five basic processes
that a prospective buyer must
complete before making a choice to
buy on items or services.
● These steps are; Need recognition,
Information search, Alternatives
evaluation, Buying decision, Buying
and Post-purchase evaluation.
Consumer Buying Process Cont.
● Need recognition: A consumer cannot make a
buy a good or service until he or she
understands what they truly require or desire.
● Information searching: After a consumer
identifies his or her requirements and desires,
obtaining knowledge about viable items that
fit those needs and desires becomes critical.
● Assessing the alternatives: If the consumer
executes the information seeking properly, he
or she may be presented with a number of
options from which to choose (Hill &
Gardner, 2017). .
● Purchasing decision: after looking at different
options the consumer makes a buying
decision.
● Post-purchase evaluation: The customer
examines whether they have been satisfied by
the product.
Marketing Strategy
● The best advertising or marketing
approach that can be used by the
organization like Coca-Cola is at all the
stages of the consumer purchasing process.
● Digital marketing is the process of creating
and disseminating information via digital
media channels like as websites, social
networking sites, email, and smartphone
apps, as well as promoting that material
using a range of sponsored, earned, and
owned online platforms.
● Additionally, it entails informing the buyer
about the nuances of how an item fits a
specific need or desire.
● This enables the consumer to make an
informed decision about the best goods to
buy.
Marketing Strategy Cont..
● Digital marketing approach is appropriate and
applicable to all stages of the consumer
purchasing decision.
● Three stages of the consumer purchasing
decision can benefit/utilize fully digital
marketing.
● Digital marketing can aid in the searching of
information. Consumers can use digital
platforms to search all the relevant information
relating to their product of their choice.
● It can also be used to search for alternative
products from other companies.
● Digital marketing can also be used to buy a
product. It offers a platform where consumers
can order and pay for the product.
References
Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical
Literature Review. Journal of International Business Research and Marketing, 2(6),
7-14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
Hill, R. P., & Gardner, M. P. (2017). The buying process: Effects of and on consumer
mood states. ACR North American Advances.
https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
MKT 345 Milestone Three Guidelines and Rubric
Marketing
Overview: For this milestone, due in Module Six, you will submit a paper outlining the marketing strategy you have selected for the new segment you chose for
your brand. This paper should include information about the overall campaign and should explain your strategy in detail.
Prompt: First, review Chapter 14 and Chapter 16 in your text.
Next, draft a paper that explains in detail the goals of the overall marketing campaign, channels through which you will market the new segment, the way you
will incorporate a one-to-one strategy, and messaging strategy. When discussing your one-to-one strategy, be sure to define one-to-one marketing, describe the
stage/s in the consumer buying process for which this strategy is most effective, and determine a one-to-one strategy that would work for the stage you
identified, explaining why it aligns with your chosen segment.
Specifically, the following critical elements must be addressed:
IV. Marketing Strategy
The goal of a marketing strategy is to increase sales and stay current with how a market is behaving. Present this strategy in a way that communicates
why this strategy will be effective, and defend your claims. Remember that when creating a presentation, you should ensure that the elements used
display a level of professionalism and do not distract viewers from the key points being presented.
A. Overall marketing campaign
1. Define the goals of your marketing campaign for your segment.
2. Determine channels through which you will market the product to your segment. Justify your response.
3. Develop a messaging strategy, including sample messaging, for each channel you identified.
B. One-to-one marketing campaign
1. Define one-to-one marketing, and describe how you will incorporate it into your overall marketing campaign.
2. Describe which stage(s) in the consumer buying process would best lend itself to one-to-one marketing.
3. Determine a one-to-one marketing strategy that would work for the stage(s) you identified and explain why it aligns with your segment.
Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.
Rubric
Guidelines for Submission: Milestone Three should follow these formatting guidelines: 2–3 pages in length (excluding title and reference pages), double spaced,
12-point Times New Roman font, one-inch margins, and citations in APA style. Cite your sources within the text of your paper and on the reference page.
For help with PowerPoint and preparing your slideshow, visit Infobase, or the Microsoft PowerPoint help center.
Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Pr oject Rubric will include an additional
“Exemplary” category that provides guidance for how you can go above and beyond “Proficient” in your final submission.
Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value
Marketing Strategy:
Goals
Defines at least three overall goals of the
marketing campaign for the selected
segment
Defines goals for a marketing campaign,
but goals are not aligned with the chosen
segment
Does not define the goals for the campaign
15
Marketing Strategy:
Channels
Determines the channels through which
you will market the product to your
segment and justifies response
Determines the channels through which
you will market the product to your
segment, but either does not sufficiently
justify selection or the selected channel is
not appropriate
Does not identify the channels for
marketing the product
15
Marketing Strategy:
Messaging Strategy
Develops a messaging strategy, including
sample messaging, for each channel
identified
Develops a messaging strategy, but does
not include samples for each channel
identified
Does not develop a messaging strategy 15
Marketing Strategy:
One-to-One
Marketing
Defines what one-to-one marketing is and
describes how it will be incorporated into
the overall marketing plan
Defines what one-to-one marketing is, or
describes how it will be incorporated into
the overall marketing plan, but definition or
description contains inaccuracies or is
cursory
Does not define one-to-one marketing and
how it will be incorporated into the overall
marketing plan
15
Marketing Strategy:
Stages
Describes which stage(s) in the consumer
buying process would best lend itself to
one-to-one marketing
Describes which stage(s) in the consumer
buying process would best lend itself to
one-to-one marketing, but description is
cursory or inaccurate
Does not describe a stage in the process for
one-to-one marketing
15
Marketing Strategy:
Strategy
Determines a one-to-one marketing
strategy that would work for the stage(s)
identified and explains why it aligns with
selected segment
Determines a one-to-one marketing
strategy, but chosen strategy is incorrect,
or does not explain the connection to the
chosen segment
Does not determine a one-to-one
marketing strategy
15
Articulation of
Response
Submission has no major errors related to
citations, grammar, spelling, syntax, or
organization
Submission has major errors related to
citations, grammar, spelling, syntax, or
organization that negatively impact
readability and articulation of main ideas
Submission has critical errors related to
citations, grammar, spelling, syntax, or
organization that prevent understanding of
ideas
10
Total 100%
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