Coca-Cola Company Mass Marketing
A product, which is intended to reach a large group of consumers with diverse demographics, is said to be mass-marketed. Such products tend to target population of different age, location, and preferences. An example of such goods is Coke. The Coca-Cola Company targets the whole family rather than only youth. While designing its advertisements the company takes into consideration all age groups, their location, and diverse cultural aspects, including sports.
Market Segmentation
Market segmentation is a marketing strategy that targets a particular group of consumers. It determines the marketing mix. An example of it is Weetabix Chocolate Spoonsize, which is advertised on TV and YouTube (Advertdatabase, 2011). The target market of this advertisement is children around the age of ten, who are encouraged to eat cereals regularly. The advertiser uses pop music and dancing style to appeal to the target audience. The spokesperson uses an interactive voice, which tends to draw the attention of the audience. She manifests herself as a charismatic communicator, who has appropriate skills and establishes a connection with the audience. This person is a young girl with teddy bears, who attracts the attention of children. In addition, it is evident that children influence purchases of their parents, so this advertisement is narrowed to children, who are addressed through a certain media space.
Repositioning Mother Energy Drink in Australian Market
Product repositioning involves changing the target market of the product by altering the image of the product but retaining the product itself, Second, it starts to target a different market and, lastly, the taste of the product is also modified. An example of it is the mother energy drink, which was launched by Coca-Cola Company in the year 2006 (Chand, 2006). The company had a series of TV commercials. Moreover, the tins packaging had a tattoo image, which corresponded to the common social foundations of the period (Repositioning examples, 2017). The reason for repositioning the product was that the flavor of the manufactured drink was not great, and the consumption was relatively low. As a result, the company had to introduce product repositioning in order to transform an unpopular mother energy drink, which had bad reputation, into a well-defined soft drink with refined taste. It was done to improve consumers needs. They used TV commercials, which showed commandos in the laboratory where the original formula was invented. It was also intended to appeal to the consumers.
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