Conclusion

In conclusion it can be highlighted that it is essential that companies adapt their marketing strategy in order to appeal to their chosen target market. It has been made apparent that Coca Cola, Pepsi and Lucozade all have different company backgrounds and attempt to appeal to different audiences. In order to do so each company can under go market research to discover what is missing within the market and that will prove to be successful. By understanding their consumer behaviour and how to segment themselves they can they form a strategy that will go on to positively advertise their products and encourage impulse buys. Soft drink companies also clearly need to use both digital forms of media and traditional forms in order to create maximum product exposure. Digital forms such as social media influencers can be shown to heavily influence particularly the younger generation as it makes them trust the product more. This is used very well by Pepsi who rely on using influencers to promote their product to grab the attention of the younger generation. However Coca Cola can be noticed to use traditional forms such as TV advertisements as they aim to reach their wider target audience of the whole family. By using wholesome videos that promote the idea of ‘togetherness’ and elucidating the idea of how by drinking Coca Cola it will bring the family together it encourages people to buy the drink as they feel they may gain a sense of fulfilment. Lucozade also appears to rely on TV advertisements however uses this with promotions to encourage buying by offering competitions they know their target audience are interested in. It is also deemed essential that in order for consumers to react positively to an advertisement the company must promote themselves ethically in order to prevent any backlash being received like what Pepsi received for their Kendall Jenner advertisement. Overall it an be concluded that by participating in quality market research to understand consumer needs then an appropriate marketing campaign can be created that is tailored to consumer needs. By possessing this sound understanding this means that the consumer should then react positively to the marketing campaign and will support the product by purchasing it and hopefully therefor creating brand loyalty.

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