Tuesday, May 25, 2010

The Message

The message was clear in the ad for Coca Cola’s “It’s the real thing”. Coca Cola wanted to show unity among people but not just in the United States, but all over the world. The commercial starts out with a single person singing and then she is joined by others. These other people are dressed in traditional attire and they are all different nationalities. The company wanted to show unity and harmony with everyone. It also made Americans look compassionate about the rest of the world. Coca Cola’s approach was that they wanted to be different then their competitors and they did just that by involving the world. The message was heard by all, this became one of the most memorable Coca Cola commercials ever.

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Coca Cola slogans of the 1970's

1970 It’s the real thing
1971 I’d like to buy the world a Coke
1975 Look up America
1976 Coke adds life
1979 Have a Coke and a Smile

Coca Cola Target Market

The company's beverages are generally for all consumers. However, there are some brands, which target specific consumers.

For example, Coca-Cola's diet soft drinks are targeted at consumers who are older in age, between the years of 25 and 39. PowerAde sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12.

This type of market approach refers to market segmentation.

The Coca-Cola Company when advertising, has a primary target market of those who are 13-24, and a secondary market of 10-39.