Coca-Cola Life

Introduction The pharmacist, Dr. John S. Pemberton, established the Coca-Cola Company in Atlanta in 1886. After 127 years, this multinational corporation became one of the world's leading manufacturers, marketers, and distributors of carbonated soft drinks. Products such as Coca-Cola, Diet Coke, Cola Zero, Sprite, Fanta, Powerade, etc. have various forms such as cans, glass bottles and plastic bottles (Coca-Cola, Japan (a.)). Coca-Cola has overcome difficulties and difficulties and has taken a progressive step to become a favorite drink of billions of people.

Coca-Cola is a well-known brand in marketing activities. When they launched the new Coca-Cola Life beverage, they further demonstrated innovative styles through a variety of connected communication channels, from digital screen solutions to billboards, POS advertisements, social media. . Snap Inc. is another excellent example of unique integrated marketing communications combining offline and online work by making the specification more publicly accessible. Brands are in multiple cities named "Snapbots" as vending machines for their products.

The first integrated marketing communication goal of Coca-Cola's new life products is product recognition. The important thing is that consumers can learn about Coca-Cola lifestyle products and the business we are in. Increasing brand awareness allows you to learn more about the impact of our target market on our products and brands. This is because the brand first occupies the first place in the customer's mind before a certain product or service. Rossiter & Percy, 1987; Rossiter et al. , 1991 (quoted from Macdonald and Byron Sharp, 2003), the brand's awareness is increasing before brand awareness and intention of product purchase. Therefore, this shows the importance of product recognition for the long-term success of Coca-Cola's life. Next, the second goal in Coca-Cola's life is to teach the target user the knowledge of the product.

Coca-Cola itself is aimed at the mass market. Coca-Cola Life uses different segments to segment product target market. Coca-Cola lives in human life and health. In the demographic segment, Coca-Cola lives in the market segment from teenagers to young adults. Because they like the sweetness and freshness of Coke. Target markets for choosing Coca-Cola's lives are also related to their level of education. This will affect purchasing decisions for the target market, such as product quality, taste, ingredients, taste. In addition, the geographical division of Coca-Cola's life is the goal of Malaysia. Because it is still a new product of the country. Finally, psychological segmentation focuses on the lifestyle in the target market, especially the lifestyle of people who are health conscious. Soft drinks are unhealthy, but the life of Coca-Cola is different as it contains natural ingredients that are suitable for the target market.