Coca-Cola IMC Plan
Coca-Cola has been a part of Filipino culture for over a hundred years. Despite it being an American brand, it has successfully localized its name to become one of the most recognizable brands in the Philippines today. Coca-Cola has built its name with the help of its key target markets the youth, a...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
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Animo Repository
2013
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| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/18208 |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | Coca-Cola has been a part of Filipino culture for over a hundred years. Despite it being an American brand, it has successfully localized its name to become one of the most recognizable brands in the Philippines today. Coca-Cola has built its name with the help of its key target markets the youth, and the moms.
But the landscape is changing. Non-carbonated beverages like RTD tea, RTD coffee, and energy drinks Coca-Cola's indirect competitors have been targeting the youth as of late as a strategy to increase sales. This trend is forecasted to eat (or rather, drink) away at least 1% of Coca-Cola's stake in the entire soft drink beverage market by the year 2016.
For two years already, Coca-Cola has been targeting its campaigns at teens. This time, however, this IMC plan proposes that messages be targeted at Yuppies the demographic that currently holds 20-percent (50-percent by 2020) of the country s discretionary spending in order to address the impending threat of Coca-Cola losing a significant share in the soft drink industry. |
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