Brand positioning is that Coca-Cola's positioning is traditional, classic and has a long history. Always adopting target marketing strategy is an undifferentiated market coverage strategy. The target market is relatively broad.
Since last year, Coca-Cola has focused its advertising audience on young friends, and the advertising images are mainly energetic and healthy young people. "Vitality is always Coca Cola" has become its latest advertising slogan. This also means that the target market of Coca-Cola Company is mainly concentrated on young people.
Product Layout Both Coca-Cola and Pepsi-Cola have recognized the challenges faced by carbonated drinks and taken corresponding actions. At present, Coca-Cola not only sells Coke, Sprite and Fanta. , including China's Minute Maid, Kule, Shuile, Joya coffee and other fruit drinks.
Marketing strategy of coca-cola
Packaging strategy. Coca-Cola chooses red, and white Spencer cursive "Coca-Cola" is printed on a bright red background. The white characters have a leisurely beating state against the red background, and the cursive script gives people the feeling of coherence, streamline and elegance. Red and white, with traditional colors, looks simple, elegant and energetic.
Price Strategy It is through the flexible use of price strategy that Coca-Cola Company can better realize its daily operating standards. Throughout the development and marketing history of Coca-Cola, it has realized the transformation from the initial low-price strategy to the competition-oriented pricing strategy, and the pricing is based on the market positioning of Coca-Cola products, the daily standard market and the price tolerance of consumers in the target market.