Describe in detail how the business implemented the four P’s to add value and/or promote the product or service.
Price: Although not the focus of this advertisement, viewers can conclude from the style and look of the actors that coke is an affordable drink for everyone. The people featured are dressed in everyday clothes and is made clear from the activities showcased that they lead simple enjoyable lives.
Promotion: The promotion was key in this advertisement, Coke created a brand label that engaged with their customers on a deep and personal level. In having names placed on the outer label of their bottles, people were drawn in to buy a coke even if they didn’t normally drink it, just so they could have that personalized touch.
Product: Coke products are known all over the world and are one of the most recognizable brand names out there. However their promotion of placing names on their outer brand labels was genius for their products. This advertisement showcased the product and people getting excited to retrieve the proper bottle with their name on it.
Place: In having the advertisement take place in a convenience store/gas station this implies that these coke bottles can be found anywhere. From your smallest convenience store to a large scale grocery store, you’ll never be in a place that doesn’t carry Coke products.
Describe the target market (ie. what segments are being targeted)? How do you know this is the target market? Did the company make good decisions to reach the target market?
This commercial was aired first in spring/early summer. In the advertisement the actors were young teenagers to middle aged adults, although Coke products are meant for everyone, this commercial was specifically targeting the age group of its actors. This is made obvious because of the activities they are doing throughout the commercial and the love story that is clearly arising from that of the customer and the cashier. I believe that the company did make good decisions to reach the target market as this commercial draws the attention of this age group because of the content within it and the excitment this target market gets from the prospect of summer and its activities.
Does it work? Why or why not? Any general observations?
I do believe that this commercial and marketing strategy does work. People are constantly looking for a more personalized touch to products, as humans- especially teenagers we are constantly yearning to be different special. Although it is simply a Coke bottle, the #shareaCoke campaign makes people all across the world feel special and excited to go to the closest store and find a coke with their name on it, as well as one with their friends on it.
Alex Friesen 