Wednesday, March 4, 2009

Coke's Target Markets

Based on demographics, Coca-Cola's Original Coke is targeted to individuals between the ages of 14-30. These individuals tend to be young, unmarried, and often are students. Coca-Cola's website offers bright and playful colors, and also their online store offers many items geared toward young adults. Many commercials also focus on young adults, however I think it can be argue that certain commercials aired can be focused to a certain psychographic segment, as well.

I have found two commercials that Coca-Cola has recently used to promotes it's original Coke:
http://www.youtube.com/watch?v=R1NnyE6DDnQ
http://www.youtube.com/watch?v=hiMNMd1PLsw
While it seems that these commercials could be targeted to a younger audience, I believe that Coca-Cola could also be seeking a consumer with certain psychographic personalities. For instance, the playful music and fun cartoon characters can be considered attractive to a gregarious or ambitious person. Often, ambitious or gregarious individuals tend to be on-the-go, and constantly socializing. Coca-Cola would be able to conveniently provide a refreshing beverage for these individuals.

Coca-Cola has recently added a new webpage. The webpage focuses on how consumers can improve their community by buying it's product. The new "virtual community" provides consumers with insight on how Coke attempts to make our environment a better place. The website offers information on recycling, education, water conservation, wildlife preservation, and much more. In essence, Coca-Cola wants it's consumers to know the benefits of drinking a Coke, by appealing to behavior. There are more health conscience and environmentally friendly individuals on our planet now, than there have ever been. By providing this website, consumers can know that Coca-Cola is striving to make our world a better place.
http://www.livepositively.com/