As Belch and Belch (631) note, "music and sports are universal languages for teens." By creating this association, Coca-Cola is increasing its appeal to the young market. In saying this, it must be noted that music and sports stars and recognized as idols for many teens. This includes that teens look to these stars or celebrities to determine what is considered cool. Music and sports celebrities that have featured in advertisements for Coca-Cola include Christina Aguilera, Michael Jordan, Shaquille O'Neal, and singer Mya. By having these celebrities endorse the product, Coca-Cola is communicating to the young audience that the product is considered cool and linked with success. It must be noted that the celebrities that endorse Coca-cola also tend to be young and attractive. This shows that the product is not just being positioned to appeal to all people who consider athletes and celebrities successful. Instead, it is specifically being positioned to appeal to a young audience. This also reflects the fact that young people are more image conscious and so more likely to make purchase decisions based on issues like perceived appeal of the product. The final point to be made relates to the way that teens are presented in Coca-Cola advertisements. It is seen that in advertisements where celebrities are not used, the people in the advertisements tend to be young, attractive, and fun-loving. In short, the image presented is of the "perfect" young person. This often includes teens in groups taking part in fun activities. There is also often a male-female element, where males and females are having fun together. In addition, the individuals in the advertisements are always attractive and appealing. This appeals directly to a young audience because it represents what they strive for. Young people want to fit in with their friends, be accepted, be considered attractive, be active and carefree, and possibly most importantly, have fun. This is the view presented in the advertisements and it appeals directly to a young audience because it links with their needs. This shows how...
The other important point is that most Coca-Cola advertisements feature young people in groups. This is important because the other features seen in advertisements can also apply to older individuals. For example, older individuals can still be influenced based on a desire to feel carefree, attractive, or fun-loving. The one aspect that differs for a teen and adult audience is the focus on fitting in. For an adult audience, most individuals will have a need to achieve personal success, with this overriding the need to be accepted by others. This is not the case for most teens, with the need to fit in and be accepted by peers a major motivation. This means that the group aspect of Coca-Cola advertisements is designed to appeal specifically to teen, with this showing that Coca-Cola specifically tries to attract customers at an early age.
, relevant to considerations of the impact of locally adapted TV advertisements on sales revenues of Coca-Cola Company in Morocco during the Holy month of Ramadan. Chapter III: Methodology During Chapter III of the study, the researcher relates the methodology, which includes a survey, utilized to investigate the impact of locally adapted TV advertisements on sales revenues of Coca-Cola Company in Morocco during the Holy month of Ramadan. Chapter IV: Analysis During Chapter IV
The difference in country's economic condition makes Coca Cola to fix difference prices for the same product across different countries. 3.2: Integrating Pricing strategy with branding strategy ATC will use a unique brand position to ensure that customer accept prices fixed for its product and services, and the company will use differentiation strategy to make customer accept the prices fixed for its product. By creating a strong brand position, ATC will
Overview of the product, its brand category, and the niche that it is intended to fill Headquartered in the UK, technology firm, Dyson, designs and makes vacuum cleaners, heaters, hand dryers, and bladeless fans. It has recently ventured into the hairdryer product category. The company’s most popular offering is its range of ‘bag- less’ vacuum cleaners. According to its trademark, Dyson vacuum cleaners never lose suction. Established in the year 1978
A Refreshing Vision: Fizzy Fountain�s Unique ApproachExecutive Summary of Fizzy Fountain�s Business Plan1. Company Overview: Fizzy Fountain focuses on revolutionizing the fruit juice sector by combining health-centric options with carbonation. The goal is to offer innovative, convenient, personalized carbonated beverages, maintain natural fruit essences, and redefine industry standards in flavor, quality, and sustainability.2. Strategic Focus: The company aims to cater to a growing trend towards healthier beverage options, leveraging advancements
Pepsi, as part of this new strategy, is also strategically placing commercials. At the Grammy Awards, they bought the commercial spot after singer Will.i.iam presented an award. Pepsi placed a special "bumper" with the rapper's photo, which then shifted into an updated Pepsi ad that featured the rapper and Bob Dylan. This is one example, as part of its marketing strategy to completely remake its image, logo, and design, of how
Lipton Tea Can Do That Term Marketing Project on Lipton Iced Tea Lipton Iced Tea Lipton Iced Tea is a beverage launched by Lipton in collaboration with Pepsico. Lipton is an established brand in the tea market while Pepsico has a prominent presence in the soft drink industry. Ever since the popularity of tea started to grow in the West, particularly in the United States of America, the tea market has evolved through various
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