Marketing Campaign

Pricing strategy used by Coca-cola
★ Cost-based pricing
○ Cost of individual products to produce a cost base
○ Effective, but unsure whether profit is maximised
★ Market based pricing
○ Assesses customer perceptions
○ Discovers whether operation is profitable
Pricing
★ A direct effect on sales revenue
★ Links to profits
★ Higher price = less sell
★ BUT earn more from what you sell
★ Similar offerings from competitors
★ Set the price fairly straightforward
Continued….
★ Coca-Cola set price similar to rivalry
★ Price must not be too low or too high
★ Pay attention to what competitors are doing
★ Don’t let competitors to set the price
★ Have its own opinion to reflect current situations
Coca-Cola vs Pepsi
Customers segmentation & targeting
Market segmentation is the process of dividing distinct sub-groups (target segments) of buyers tha tu pre athcet dmiffaerrkeentt lyin ttoo different marketing.
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Recommendation & outcome
★ Introducing new products – Health and wellness
★ Attracting new customers – Drink healthy
★ Difficult to set price for new products
★ Minimal information and uncertainty to predict
customer perceptions
★ High price – Customer may not want to buy
★ Low price – Revenue may suffer
★ Price -benefit position
Typical bases for consumer
segmentation
Demographics: age, gender, income, occupation, education,
family size, geography
Psychographics: attitudes, opinions, activities, personality,
lifestyle, interests
Behavioural: usage rate, main brand, media used
Other: occasions, situation, benefit sought
Is young adults
the right
customer
segment?
Yes!
They are former customers.
The segment are measurable,
substantial and targetable.
Approach
Demographics

• Teenagers
• Young adults
• Millennials
  Approach
  Psychographics
• Personalised
  experience
  Recommendations
  ★ Develop on different types of products, such as
  flavoured drinks or Coca-Cola zero.
  ★ Print names of famous people who have social
  influence on millennials in Australia
  In conclusion…
  Reference
  Coggle, 2020, Pricing strategy Coca Cola, Coggle, viewed 28 April 2020, < https://coggle.it/diagram/WlY0xBImdAABHzSS/t/pricing-strategy-coca-cola>.
  Jindal S. 2017, Coca Cola Pricing Strategy, LinkedIn, viewed 25 April 2020, <
  https://www.linkedin.com/pulse/coca-cola-pricing-strategy-shashank-jindal?src=aff-lilpar&veh=aff_src.aff-lilpar_c.partn
  ers_pkw.123201_plc.adgoal%20GmbH_pcrid.449670_learning&trk=aff_src.aff-lilpar_c.partners_pkw.123201_plc.adgoa
  l%20GmbH_pcrid.449670_learning&clickid=Ty%3A0fCU4zxyOWhhwUx0Mo3k3UkizC3y8xR7Xxs0&irgwc=1

.
Moye J. 2016, Share a Coke – How the Groundbreaking Campaign Got Its Start ‘Down Under’, Coca-Cola Australia, viewed 20 April
2020, < https://www.coca-colacompany.com/au/news/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-unde r . Sharp, B 2017, Marketing Theory, Evidence, Practice, 2nd Edition, Oxford University Press, Australia. The Coca-Cola Company, Brands, Coca-Cola Australia, viewed 20 April 2020, < https://www.coca-colacompany.com/au/brands>.
Woolworths, Coca Cola, Woolworths Australia, viewed 25 April, 2020, <