Executive Summary 1

1. Introduction: 2
2. Context Analysis 2
2.1 Customer Context 2
2.2 Business Context 4
2.3 Internal Context (Micro-environment) 5
2.4 External Context (Macro-environment) 6
3. Communication objectives and positioning 7
4. Audience Communication Strategy (3Ps) 8
4.1 Pull: Customer 8
4.2 Push: Corporate Customer 9
4.3 Profile of the Ideal Customer: 9
5. Advertising Media 9
5.1 Media 1: Digital Media - Social Media 9
5.2 Media 2: Digital Media – Email Marketing 11
5.3 Media 3: Digital Media – Website and App 12
6. Implementation 12
6.1.Media Timeline 12
6.2 Budget Allocation 13
6.3 Evaluation 15
7. Conclusion: 15
References: 16

Executive Summary
One of the most famous global brands is Coca-Cola, which has over a century and
half history. As the market leader in highly competitive US holiday beverage space,
Coca-Cola needs to make effective use of its strong brand equity and adjust its marketing
strategy based on how consumer preferences are changing.
This report analyzes Coca-Cola's business context and communication objectives
for its Christmas campaign in the US across multiple lenses: customer profiles,
competitor territory; internal/external environment presentations and desired outcomes of
the campaign. As the analysis is rooted in marketing theory, it uses a strategic framework
that focuses on political economic sociocultural technological environment and legal
aspects.
Key findings point to the need for Coca-Cola to emotionally resonate with
consumers from different age groups in driving awareness, improving perceptions and
ultimately boosting sales. The recommendations in terms of social media, email
marketing, website/app optimisation and integrated campaigns are based on a strong
platform that is built upon robust communication strategy leveraging the power of digital
medial forms.
If well implemented with consumer-centricity as its core that CocaCola can attain
its goals, but in the changeable world responsible reshaping of our future is more
important than it ever was. its iconic brand image is maintained by preserving the old
traditions and creating new modes of customer engagement, communication and
environmental stewardship.
1. Introduction:
On one hand, Coca-Cola has been a global beverage giant with its more than 130
years of history; on the other hand, it is arguably among the top players in such an
intensely competitive US market. Its red can and longstanding marketing approach has
asserted its status as a cultural symbol with American traditions, especially the Christmas
holiday spirit firmly attached to it.
2. Context Analysis
2.1 Customer Context
Target Audience Profiling: Coca-Cola’s US Christmas campaign addresses a
broad yet segmented audience primarily focusing on the following:
Millennials (25-40 years old): The tech-savvy generation with disposable income
is looking for authentic experiences along with a social connection. Ethical sourcing and
sustainability also influence their buying decisions.(Statista, 2023a)
Gen Z (18-24 years old): As digital natives, this group relies on social media
trends and influencer endorsements. They desire brands to be personal and inclusive.
(Sprout Social, 2022)
Families with young children: This segment embraces tradition and shared
moments, wanting to indulge in nostalgia or heartwarming experiences associated with
the holidays. Child preferences and festively packaged consumer goods frequently affect
their purchasing decisions. (Mintel, 2022)
 Figure 1: Age group with the highest number of customers (Peachyessay, 2018)

Awareness, Perceptions and Attitudes: Coca-Cola has huge brand recognition in

the US with over 95% awareness rate as of Statista, 2023b. Consumers view it as a
representation of happiness, family reunions and Christmas joy (Keller & Kotler 2016).
But critical issues regarding sugar content and impact on the environment demand brands
to approach messaging proactively in terms of sustainability, health initiatives.

Decision-Making Unit:
 Figure 2: Coca Cola’s decision-making units

Target Market Consumption of Advertising/Media Usage: Coca-Cola takes a multi

channel strategy which relies heavily on streaming services, social media platforms
TikTok and Instagram plus mainstream channels television types of advertising that
appear during major holiday programming periods. Influencer partnerships and user-
generated content campaigns resonate well with millennial and Gen Z audiences.

2.2 Business Context

Mission Statement: Coca-Cola’s official mission is “To refresh the world, make a
difference and create value” This being said their workful ambition is to offer pleasure
through good taste of beverages; foster social responsibility by initiating beneficial
changes in society ; as well as continue sustainable business growth.
Competitor Analysis:
Pepsi: This is where Pepsi positions itself as a “younger, cool alternative to Coca-
Cola targeting Gen Z and millennials by providing bold flavors edgy marketing
campaigns and partnerships with popular musicians are influencers. In 2021, their “Pepsi
Generations” holiday campaign featured nostalgia and family associations by portraying
the ways in which Christmas traditions have evolved over time (Marketing Week, 2022).
 Dr Pepper: In 2022, they partnered with a beloved cookie brand to create an
interactive virtual gingerbread house experience for families through their “Pepperidge
Farm Holiday House” campaign. (PR Newswire, 2022)
2.3 Internal Context (Micro-environment)
Company: Coca-Cola boasts an attractive brand image, a widespread distribution
system and diversified product range that includes products like the Coca-Cola Zero
Sugar or Diet coke, as wells Dasani type of sparkling water for those who want to adhere
more closely to healthy living. However, very recently the concern of sugar content and
harshness to nature calls for strategic communication in order to deal with such
conditions.
Marketing Intermediaries: Coca-Cola leverages an extensive bottling, distributing
and retail network to make the product available on a large scale and with effective
promotional activities. Essential to promoting holiday-themed packaging and bundle
deals are partnerships with grocery chains, convenience stores.
Suppliers: For efficient production and cost management, it is also necessary to
have a good relationship with sugar producers, can manufacturers as well as suppliers of
packaging materials. Ethical sourcing partnerships can help to boost brand image and
ease sustainability issues.
Customers: It is imperative to be aware of customer preferences and changing
trends. Coca-Cola’s data analytics capabilities and market research can guide product
development and marketing strategies that focus on user segments in the target audience.
Competitors: Constant tracking of the activities carried out to promote products by
Pepsi and Dr. These weaknesses can strengthen the market position of Coca-Cola if they
are found out and boosted.
Public: It is necessary to ensure proper public relations and a good brand image.
The move will help Coca-Cola build trust and loyalty among the consumers by
committing to social responsibility initiatives, community engagement, environmental
sustainability.
2.4 External Context (Macro-environment)
Political: Product formulation and marketing strategies are influenced by dynamic
factors such as Government regulations on sugar content and food labeling. To guide
through this, engaging in lobbying activities is important. Furthermore, promoting
environmentally responsible consumption practices solutes the brand with changing
legislation requirements thereby helping to sustain in the market continuously.
 Economic:Due to inflation issues and the pressure on consumer spending, this
calls for cost-effective production measures. Strategic pricing strategies should be used to
keep affordable for target segments so that the brand is resilient in changes of an
economical nature whilst still being competitive within its segment.
Social:The increased concern from society about health and the issue of obesity
require a strategic response. With Coke focusing on sugar-free and healthier options, the
brand is positioned well in this marketplace that continues to change. Product alignment
with health trends is more than marketing; it’s a promise to meet consumer needs.
Technological: Innovation can come from advancements in packaging technology
and digital marketing platforms. Taking advantage of these opportunities enables the
creation of promotional campaigns that appeal to tech-savvy consumers. Additionally,
digital platforms can be used to personalize customer experiences that lead to increased
brand engagement and loyalty.
Ecological: The rising environmental awareness and the limitations set on plastic
waste show that there is also a demand for environmentally friendly packaging solutions.
Acting responsibly in the use of valuable resources, such as water conservation initiatives
and recycling efforts helps not only with preservation for ecological concerns but also has
a positive impact on eco-conscious consumers. Such measures not only improve a
brand’s image but also help to keep up with the increasingly stringent environmental
requirements.
Legal: Risks related to the legal landscape include product liability lawsuits and
intellectual property disputes. These risks can be mitigated by having strong legal
strategies. Furthermore, adhering to ethical business practices is not only legally
important but also essential in protecting the brand image and financial indicators.
 Figure 3: PESTEL Analysis of Coca Cola (Edrawmax, 2021)

3. Communication objectives and positioning

Coca-Cola's Christmas campaign in the US market has three primary objectives:

Increase brand awareness: Achieve 85% penetration of the target audience using
multi-channel advertising, which is likely to be greater than awareness among millennials
and Gen Z by a percentage point (Statista, 2023b).
Improve brand perception: 5% improvement in brand favorability among parents
and a 12 % increase …
Drive sales: In grocery and convenience stores, achieve 7% increase in holiday
sales for beverages with a focus on festive packaging and bundle deals.
Positioning Statement: “Coca-Cola: Unveiling the magic of Christmas, one sip at a
time. Share happiness during this festive period and share it with those closest to you;
very closely – create memories.” This slogan underlines that Coke aligns itself
emotionally in all traditions related around Christmastime but self identifies within Santa
Claus’ milk spills as well which for
Objective Target Measurement Channel Mix Key Message

Multi-channel:
Reach 85% of Digital Ads,
target audience Penetration Rate, Social Media,
(86% for Reach %, Influencer
Increase Brand Millennials & Website/App Marketing, TV, "Unwrap the Magic of Christmas with
Awareness Gen Z) Traffic In-Store Displays Coca-Cola"
Brand
Favorability
Scores, Traditional &
5% increase in Sentiment Digital Ads,
favorability Analysis, Social Influencer
Improve Brand among parents Media Marketing, PR "Share the Joy & Togetherness of
Perception (12% overall) Engagement Activities Christmas with Coca-Cola"
In-Store
7% increase in Promotions,
holiday beverage Sales Revenue, Retail
sales (focus on Unit Sales, Partnerships, "Limited-Edition Holiday Flavors &
festive packaging Promotion Online Ordering Bundles - Make Memories with Coca-
Drive Sales & bundles) Redemptions Platform Cola"

4. Audience Communication Strategy (3Ps)

4.1 Pull: Customer

● Product sampling: In order to generate buzz and endorse trials, offer limited-
edition holiday flavors with festive packaging in a selected set of retail locations or
events.
● Loyalty programs: Give special festive rewards to loyal customers and offer them
unique holiday merchandise, personalized offers, or early access to promotions during the
holidays.
● Influencer marketing: We can also partner with popular online personalities and
content creators to promote authentic holiday experiences with Coca-Cola so that we may
acquire the take of Gen Z and millennials.
● Social media campaigns: It is encouraged to organize user-generated content with
holiday hashtags and challenges, promoting community involvement and brand love.

4.2 Push: Corporate Customer

Trade discounts: Provide the retailers and distributors with appealing incentives to
stock up on holiday-themed Coca Cola products prominently displayed in their stores.
 Promotional allowances: Provide co-branded marketing materials, in-store
activations to support retailers during holiday sales.
Merchandising support: Offer bright large displays, branded coolers and festive
point-of-sale materials to boost product visibility providing opportunities for impulse
purchasing.

4.3 Profile of the Ideal Customer:

● Age: 25-45 years old

● Demographics: Millennials and Gen Z, with children or families.
● Psychographics: Values tradition and togetherness, craves realistic
experiences that are fun-filled, is open to social media trends and influencer
recommendations.
● Media habits: Someone, who is active on social media platforms such as
Tiktok and Instagram , watches streaming services continuously visits
grocery stores and convenience.

By executing these deliberate tactics, Coca-Cola can successfully satisfy and

interact with its most desired customers throughout the holiday season as well as
reinforce brand identity to boost sales and awareness.

5. Advertising Media

5.1 Media 1: Digital Media - Social Media

Social marketing for brands is a powerful tool in getting close to customers,

initiating relationships and boosting user engagement. Platforms such as Facebook,
Instagram and TikTok provide a broad assortment of targeting options so that brands can
have access to particular demographics and interests. Also, social media enables the two-
way nature of communication where brands can interact with consumers and gain useful
feedback. (Chaffey & Ellis-Chadwick, 2023)

Why Social Media is Effective: Reaching the target audience in the US using
social media is effective for Coca-Cola because:

High penetration: 81% of US adults become social media users (Statista, 2023a).

Active engagement: Millennials and gen Z spend a lot of time on the social media
hence they are open to brand messages.
 Targeted reach: Social media platform provides specific targeting options such as
demographic, interests and behaviors.

Viral potential: Social media enables fast sharing and virality of content, which
leads to brand awareness being boosted due to the amplified reach.

Creative Concept: "Share the Magic"

Description: A touching video series of real families celebrating Christmas with

Coca-Cola. Each video shows happiness and unity of the time for celebration, as Coca-
Cola brings people together.

Visuals: Festive, warm visuals showing families seated around the Christmas tree
opening gifts and celebrating holiday meals.

Messaging: Focus on the emotional relationship between Coca-Cola and

Christmas by highlighting aspects of family, love and joy.

Call to action: Have viewers share their past holiday memories with Coca-Cola by
using a special hashtag.

Rational Appeal: The campaign promotes the quality and taste of Coca-Cola, its
packaging for festive occasions and limited edition holiday flavors.

Emotional Appeal: The ad campaign makes people feel warm, nostalgic and happy
as it shows families having fun during the holiday season. The application of real families
and understandable situations makes it possible to create a sense authenticity and
emotional connection with the viewers.

5.2 Media 2: Digital Media – Email Marketing

Literature Review: Email marketing is indeed an effective channel for reaching

consumers, and has a high ROI as well as good levels of engagement. Here can be sales
driven through personalized and targeted emails that encourage loyalty, enhance brand
building. (Smith, 2023)

Why Email Marketing is Effective: One of the reasons why email marketing is an
effective platform for reaching coca-cola’s target audience in US include;
 Large email database: Coca-Cola has a vast customer email database to enable
direct and personalized communication.

High engagement rates: – Email marketing has superior engagement relative to

social media or display advertising.

Measurable results: Email marketing campaigns can be easily recorded and

monitored to assess their success.

Email Marketing Campaign: "Countdown to Christmas"

Subject line: Coca-Cola’s Christmas is coming!

Visuals: Images of Coca-Cola products, holiday settings and families celebrating

the season.

Messaging: Share unique holiday recipes, give discounts and promotions, or even
preview new products.

Call to action: Encouraging subscribers to visit the Coca-Cola website for more
information holiday offerings.

Rational Appeal: The campaign features the ease of ordering Coca-Cola products
online, holiday special flavors that will only be available for a limited time, and exclusive
promotions during this season.

Emotional Appeal: The campaign builds the holiday season excitement and
anticipation by giving members exclusive content material and discounts. Festive visuals
and messaging used generates feelings of joy, happiness.

5.3 Media 3: Digital Media – Website and App

Website and App Analysis: Coca-Cola’s website and app are well designed. They
provide comprehensive information about Coca-Cola products, promotions and events.
However, the website can be more engaging and interactive and the app is able to provide
even more personalized features.

Recommendations for Improvement:

Website: Use interactive content such as videos, quizzes and polls.

 App: Enable users to build individual profiles, manage their purchase history and
receive special deals.

Conclusion: Coca-Cola can successfully address its target audience in the US

during holiday season with one or more digital media platforms. With engaging and
emotionally compelling content, Coca-Cola will reinforce its brand image bolster sales,
forge enduring consumer connections.

6. Implementation

6.1.Media Timeline

Content/
Week Activity Platform Budget Metrics
Theme
Social Media Intriguing
Reach, Impressions, Hashtag
Teaser (Facebook, visuals &
20% Usage
Campaign Instagram, videos, cryptic
(#CocaColaChristmas)
Twitter) messages
1
Eye-catching
Popular
banners with Click-Through Rate (CTR),
Banner Ads Websites & 10%
campaign logo Banner Views
Apps
& hashtag

"Light Up the
Christmas Joy"
YouTube, Video Views, Engagement
Official Video video featuring
Facebook, 30% (Likes, Shares, Comments),
Launch families &
Instagram Hashtag Usage
friends enjoying
Coca-Cola
2
Engaging posts,
Continued polls, questions,
Reach, Engagement,
Social Media Social Media user-generated 20%
Hashtag Usage
Activity content with
hashtag

Shopping Free product

Sampling Brand Awareness, Product
Malls, High- samples, festive 10%
Events Trials, Social Media Sharing
Traffic Areas activations

Discounts,
3 Online &
Promotional bundles, Sales, Coupon Redemptions,
Offline 10%
Programs limited-edition Customer Acquisition
channels
products

Social Media Social Media Fun, interactive 5% Engagement, Hashtag

 challenges with
Contests & prizes tied to
Usage, Reach
Mini-Games campaign
theme

Analyze metrics
Campaign Dashboard with Video Views, Engagement,
from all Ongoing
Evaluation Tracking Tools Reach, Sales, Hashtag Usage
platforms

4 Optimize
Campaign Based on content,
Improved Performance,
Adjustments evaluation channels, Flexible
Achieving Target Objectives
(if needed) results budget
allocation

6.2 Budget Allocation

Total budget: 1 million USD

Allocation:

● Digital advertising: 60%

● Email marketing: 20%
● Website and app: 10%
● Events and promotions: 10%
 Figure 4: Budget Allocation

Budget Allocation Justification:

A good marketing idea includes digital advertising, email marking, website

development app and an events conference together with promoting. This strategic
distribution seeks to utilize the strengths of each channel for best outcomes.

Digital Advertising: Digital ad stands as one of the critical channels when it comes
to reaching many customers. This could be seen in the success of Coca-Cola’s 2022
Christmas campaign where it reported a sales increase of above at % from last year. This
success was due to smart use of social media which proved it a potential for connecting
with the target audience and establishing brand positioning.

Email Marketing: Email marketing has an important role in customer retention and
stimulation of sales. This channel provides consistent communication with their current
customers, promoting brand loyalty and increasing sales.

Website and App: The digital presence through the website and app is vital to
improving customer experience while reinforcing brand image. These channels are
customer touchpoints and contribute significantly to overall satisfaction and loyalty.
 Events and Promotions: Using events and promotions, creating a buzz to increase
sales is also effective. Yet the success of Coca-Cola’s Christmas campaign proves that
suchdeals help attract customer attention.

Reference to Previous Campaign: The 2022 Christmas campaign for Coca-Cola is

an illustrative example. 20% increase in sales indicates the effectiveness of chosen
channels, such as digital communication. Also, the campaign created a positive image of
happiness and connection that matched with what the brand stands for.

6.3 Evaluation

In considering the success of the failure campaign, Coca-Cola should undertake a

data gathering approach at initial baseline and post growth to gauge performance.

• Social media: Gauging Instagram Insights using metrics such as reach, impressions,
likes, follows, video views, retention, engagement, average click-through rate (CTR),
profile visits, and more.

• Email

To evaluate the effectiveness of email marketing Coca-Cola can use means like Mailtrack
that generate reports in which the recipient’s delivery rate, redelivery statistics and more
will be reflected online as well as open stats; click through results received on a given
day or during an entire campaign calculations including percentages responses to come
from different responders number based revenues per individual message dealt with using

• Website and app:

For the website, Coca-Cola will want to measure indicators such as visitors’ numbers,
visit per user,” average time spent ‘on the site”, and “percentage of users that are active
during national holidays.

7. Conclusion:

However, the change in consumer tastes and societal concerns demand active
participation on various levels. Moreover, the use of a strong communication strategy
focused on digital media will help Coca-Cola to represent its brand values appropriately
evoke stakeholder expectations thereby fulfilling performance goals.

Coca-Cola can also use specific social media campaigns, email marketing and the
right website/app experiences that target at connecting emotionally to consumers
consistently corresponds with trials of its products for purchase. Further, strategic budget
allocations on digital advertisements lay a solid platform for success since the campaign
results achieved during Christmas in 2022 demonstrated that. Overall, Coca-Cola should
continue developing itself as the cheer enabler of holiday memories and collective
happiness. Finding a way to build on traditions while innovating for the future will help
companies continue leading the market against an ever-changing landscape shaped by
demanding, values-driven consumers and external forces. A customer-centred approach
enshrined in internal and external environment responsiveness can make Coca-Cola an
iconic brand for decades.

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Keller, K. L., & Kotler, P. (2016). Strategic Marketing Management: Global Perspective
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Marketing Week. (2022, December 16). Pepsi targets Gen Z with nostalgic Christmas
campaign. https://www.marketingweek.com/christmas-advertising-blog-2022/
[2024, January 5]

Nielsen. (2023). Health and Wellness: A Global Trend Report 2023.

https://nielseniq.com/global/en/insights/report/2023/top-wellness-trends-for-
emerging-brands-in-2023/ [2024, January 5]

PR Newswire. (2022, November 22). Dr Pepper and Pepperidge Farm Unwrap a

Delicious Holiday Collaboration with the "Pepperidge Farm Holiday House."
https://www.prnewswire.com/news-releases/ [2024, January 5]

Smith, S. (2023). The ultimate guide to email marketing. HubSpot Academy. [2024,
January 5]

Sprout Social. (2022). Gen Z: 2023 Sprout Social Index [Report]. [2024, January 5]

Statista. (2023a). United States: household income distribution by age group 2023. [2024,
January 5]

Statista. (2023b). Brand awareness of Coca-Cola in the United States as of March 2023.
[2024, January 5]

Statista. (2023). Inflation rate in the United States 2023-2027.

https://www.statista.com/topics/774/inflation/ [2024, January 5]
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https://peachyessay.com/sample-essay/coca-cola-market-penetration-case-study/.