Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 60 , 05 January 2024
Open
Access | Article
Research on Demographic Segmentation and Marketing Strategies for Young People—Based on the Case Study of Coca-Cola
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Abstract
Coca-Cola has always been passionate about effectively reaching and engaging more customers. As one of the world’s largest producers of non-alcoholic drinks, Coca-Cola’s robust, innovative, and transformative demographic segmentation and marketing strategy are the primary factors that have contributed to the company’s business success with young people and helped it grow sustainably across the globe and around the clock. Coca-Cola always keeps improving to meet the needs of everyone in the world. Although the demographic segmentation by age, affordability, and gender is already specific, clear, and direct, certain actions must be taken to address the new concerns of today’s teenagers’ healthy lifestyle change and sugar-free tendency based on the marketing strategy of product, pricing, and promotion, including its vintage bottle, classic font, specialized logo, localized positioning, and social media. Coca-Cola should also make more efforts to create new solutions, for example, availability of sugar-free products, communication with customers, product placement, and package size reduction, to meet the rising challenges of the changing beliefs of youngsters globally.
Keywords
marketing strategy, young people, Coca-Cola, challenges, solutions
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-211-4
- ISBN (Online)
- 978-1-83558-212-1
- Published Date
- 05 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/60/20231173
- Copyright
- 05 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited