MRKT 310 UMUC Marketing Strategies for Diet Coke Analytical Review

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MRKT 310

University of Maryland Global Campus

MRKT

Description

MRKT 310 Principles of Marketing

Week 8 Writing Assignment

Integrated Marketing Communications and the Changing Media Landscape

Learning Outcomes

  1. Integrated Marketing Communications. Student understands how integrated marketing communications can add value for customers.
  2. Marketing communications objectives. Student can develop marketing communications objectives using the AIDA framework.
  3. Promotion mix. Student can select the appropriate promotion tool to be used for different marketing communications objectives.
  4. Media strategy. Student can design a simple message and media plan for a product or service offering.

Directions

  • This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.

Part 1

  1. Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your 'Big Idea" to be the basis of the message strategy for all your marketing communications.
  2. Marketing communications objectives. In your Week 7 reading you learned about Message Strategies and the Organization's promotion objectives (See, Section 11.5). Write at least three marketing communications objectives using the AIDA framework discussed in the reading. Each of your marketing communications objectives must be specific, measurable, realistic, and have a time limitation (i.e., be a SMART goal).

Part 2

  1. Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective. Consider and discuss whether you will be using digital marketing in general (email, mobile, social media, etc) or not to reach these goals. Why is this appropriate for this customer or not?
  2. Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective.

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Explanation & Answer

View attached explanation and answer. Let me know if you have any questions.

Running head: MARKETING STRATEGIES FOR DIET COKE

MARKETING STRATEGIES FOR DIET COKE: PROMOTION MIX AND MEDIA
STRATEGY
Student’s Name:
Institution affiliation:
Date:

1

MARKETING STRATEGIES FOR DIET COKE

2

MARKETING STRATEGIES FOR DIET COKE: PROMOTION MIX AND MEDIA
STRATEGY
This marketing communication aims to create a clear, consistent, and persuading message
to Diet Coke’s target market over the next year. The Co-Cola Company will ensure its marketing
communication convinces its target market of health-conscious persons effectively. It will achieve
this by ensuring its marketing messages are truthful, meaningful, and value-adding to its target
customers seeking to refresh themselves while maintaining a healthy lifestyle through Diet Coke's
sugar-free and zero-calorie soft drink. These strategies would enable Diet Coke to compete
effectively in the highly competitive diet drinks market, primarily since its competitors, such as
Pepsi and Dr Pepper, sell beverages with almost similar content and at nearly equal prices.
Marketing Communication Objectives
Coca-Cola’s marketing objectives are designed to attract the health-conscious consumer
segment, differentiate its Diet Coke, and establish long-lasting brand loyalty. This is attainable by
developing and conveying a clear, consistent, and convincing message to the health-conscious
target market. Coca-Cola’s marketing communication objectives apply the AIDA model. They
include the following:


Run an advertising campaign for five months to attract new customers for Diet Coke's
sugar-free and zero-calorie health benefits for consumers switching from unhealthy to
healthy soft drinks to refresh themselves while maintaining a healthy lifestyle and help
create a 3% new customer base by the end of 2022.



Run a PR campaign for three months to boost Diet Coke’s brand awareness as a healthy
beverage in the health-conscious market to continue enhancing their health and help
improve Diet Coke brand trust by 10% by the end of 2022.

MARKETING STRATEGIES FOR DIET COKE


3

Run a social media campaign to increase the current Diet Coke’s customer base by
promoting its superior health benefits among the health-conscious customers and
potentially switching customers to healthy beverages and help increase the present Diet
Coke's market share by 2% by the end of 2022.
Promotion Mix
Coca-Cola will use different strategies to promote Diet Coke, as discussed in the following

sub-sections.
Advertising
The first marketi...


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