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Research on Demographic Segmentation and Marketing Strategies for Young People—Based on the Case Study of Coca-Cola
- 1 Shanghai Starriver Bilingual School
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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
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Cite this article
Zhang,T. (2024). Research on Demographic Segmentation and Marketing Strategies for Young People—Based on the Case Study of Coca-Cola. Advances in Economics, Management and Political Sciences,60,93-101.
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