How To Market To Diverse Populations

After our discussion about this topic in class the other day, I decided to "Google" :) just how and where does a marketer begin when trying to sell stuff to people who are all so different. This article seems pretty informative, thought I'd share it.

 
Diversity Yay!

Week 5 - Chapter 5: Developing A Global Vision

Coca Cola is sold in the stores, restaurants, and vending machines of more than 200 countries. From its inception more than 100 years ago, Coca-Cola has been known to contribute to fun times, to making life a little better, a little lighter, a little more enjoyable or simply to quench your thirst. Part of the brilliance of that original strategy was to make Coke into more than just a soft drink. Sounds like a lot of "puffery" to me but seems to work well for them. Whenever I'm in China and I see commercials or posters for Coke, they aren't as elaborate as the one's we have in the U.S. but it doesn't need to be because I suppose people are less difficult to impress over there. Come to think of it, the advertisement for all American made products in China don't really stand out... only if you include the Olympics or something. But anyway,

Click on the link to check out Coca Cola Bottles from around the world.

Week 4 Continued...

Ok so, I suppose I should get more specific. Coca Cola's beverages are generally for all consumers. However, there are some brands that target specific consumers. For example, Coca-Cola's diet soda's are targeted at consumers who are older in age, due to declining health or even to maintain health. PowerAde sports drinks target those who are fit, healthy and athletic. Their Minute Maid juice drinks target children, teens, and adults alike.

When advertising in commercials The Coca-Cola Company usually has a primary target market of those who are anywhere from 10-20, and a secondary market of 20s to the 30s. Below are some examples of both.

Week 4 - Chapter 4: The Marketing Environment

Coca Cola promotes sustainability, meaning they strive to evolve their business for continued success. By recognizing that the health of their business is directly linked to the health of the communities they serve; they accomplish so much. They assess everything -- from their operations and processes to how they work with partners and market their products -- to see where they can build better, more effective systems and improve their overall productivity, so the business can continue to grow.

Another way they function is by knowing which demographic to sell to, their commercials target consumers of every age, gender, size, color, even species. No discrimination here... or as far as we the customers can see.

Week 3: Part 2

Here's a list of some Awards Coca Cola has received over the years:

• 2006 Corporate Social Responsibility Award, American Chamber in Shanghai (September 2006)

• Leader in Corporate Social Responsibility, Gerente (September 2006)

• Citizenship efforts, Committee for Economic Development (June 2006)

• Corporate Social Responsibility Award, National Puerto Rican Coalition (2005)

• China's Best Corporate Citizen Conduct Award, 21st Century Business Herald (December 2005)

• Best Corporate Citizen, China Ministry of Civil Affairs (November 2005)

• Guangming Corporate Social Responsibility Award for Multinationals, Guangming Daily (September 2005)

• Model Corporate Citizen, China Charity Federation and China Trade News (September 2005)

• The Coca-Cola Foundation in Mexico recognized by Mexican Philanthropic Society as a Socially Responsible Corporate Citizen for fourth consecutive year, and by Procura, one of Mexico's leading educational and training organizations, for its support of sponsorships, school programs and other non-profit initiatives.

• Coca-Cola Amatil received AA rating in social responsibility (RepuTex index, 2003)

• "The Service to Peace through Corporate Responsibility Award" from the Pacem in Terris (Peace on Earth) Institute in recognition of the company's long-term commitment and large-scale initiatives in the economic and community development of Africa.

Week 3 - Chapter 3: Ethics and Social Responsibility

Coca Cola does their part in protecting the environment. Our marketing textbook says that they are investing $44 million to build the worlds largest plastic-bottle-to-bottle recycling plant. Their community water programs are designed to support healthy watersheds and sustainable programs to balance the water used throughout the production process. Their commitment to responsible citizenship also includes conservation of natural resources and protection of the soil, water and climate required to sustain life on earth. The company can only do so much to help the environment though... it is ultimately up to the rest of us to do our parts. Simple things like recycling does tons.

Week 2 - Chapter 2: Strategic Planning For Competitive Advantage

It's apparent that most people these days are more health conscience than ever. In order to stay on top of their game, Coca Cola introduced a lot of alternatives to drink less sugar or no sugar at all. One of those alternatives was Diet Coke... personally, I think it tastes exactly the same as regular coke but less sweet.

But I find that if you're going to order a greasy cheeseburger and fries combo, there's no point in ordering a diet coke. I will never understand people who do that. Either go all the way healthy or don't pretend to be by simply getting a diet soda. Anyway, getting back to the point. Coca Cola's plan for their Diet Coke was to market it to the said "healthy conscience" and it worked. It was introduced in 1982 and was the first new brand since the original debut in 1886 to use the Coca Cola trademark. People love Diet Coke... they even take showers with it, just take a look at the picture below.

Week 1 - Chapter 1: Brief History and Mission Statement

When anyone asks me Coke or Pepsi... my answer is always Coke of course. I would drink it everyday if I could and if I wasn't aware of how bad it is for me. But when I do drink it, all I care about is how good it tastes. I decided to make a blog about it, and this blog will be my journey to discovering this beverage's origin and how their Cola flavor differs from others like it.
So the year was 1886, John Pemberton, an Atlanta pharmacist, was inspired by pure curiosity after mixing up a fragrant, caramel-colored liquid. He carried it a few doors down to Jacobs' Pharmacy where the mixture was combined with carbonated water and sampled by customers who all agreed that this new drink was something special. So Jacobs' Pharmacy put it on sale for five cents a glass. FIVE CENTS A GLASS... man. Anyway, Pemberton's bookkeeper Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage he had created.

The Coca-Cola Company's mission is to refresh the world, inspire moments of optimism and happiness, and to create value and make a difference.