The Company under the PESO study is the Coca-Cola Company, a well-known beverage production company. The products produced by the Company are AHA sparkling waters, Aquarius, Costa Coffee, Dasani waters, Fairlife, Fanta, Georgia coffee, innocent smoothies and juices, Coca-Cola, Minute Maid juices, and vitamin water. The Coca-Cola Company uses paid, earned, shared, and owned media to advertise its products to its customers to increase its sales.
Paid Media
The Company’s marketing strategy includes paid media, such as branded content and display adverts, to reach consumers with access to various social media platforms, such as YouTube, Twitter, Facebook, and Instagram. The slogan used is “Taste the feeling,” and it has made them attract many customers (The Coca-Cola Company, 2020). Refer to figure 1 showing the YouTube advertisement. This strategy has historically been vital in keeping in touch with existing clients and keeping them as customers. The new significance is to reach the young generation with frequent access to social media, increasing sales. The population target is mainly the youth who occasionally have access to social media platforms.
Earned Media
Coca-Cola uses earned media since it has a lot of content that the Company developed and does not pay for. These include podcasts and events organized by the Company to share more about its products (Coca-Cola Scholars Foundation, 2020). Refer to figure 2. The population target is the youth eager to attend events and listen to podcasts. Increasing brand recognition has taken on greater relevance in recent years, but retaining existing customers remains crucial as the traditional significance.
Shared Media
The Company uses share media as it posts various information regarding its products on social media. This can be found on social media platforms, such as Twitter, Facebook, and Instagram; the target audience is everyone visiting these social media pages. The slogan used is the same as the earned media tactic and aims to attract customers. Refer to figure 3. The traditional importance is that it leads to increased sales, while the new significance is that it creates brand awareness.
Owned Media
Coca-Cola uses owned media tactics through advertisements on emails and its website. The slogan used in this tactic is “It’s the real thing, Coke,” and it aims to stress how authentic the products are (Coca-Cola Company, 2020). Refer to figure 4. The population target is anyone visiting the website, which helps the new generation learn more about the Company’s product. The old significance is that current users can use the technique to find more product information they can share.
References
Coca-Cola Company Kenya. (2022). Buy and win. Google. Web.
Coca-Cola Company. (2020). The Coca-Cola Company. Web.
Coca-Cola Scholars Foundation. (2020). Podcast. Web.
Coca-Cola Social Bubble. (2022). Coca-Cola Podcasts. Google. Web.
The Coca-Cola Company. (2017). A coke for Christmas – 0ficial 2016 Christmas advert from coca-cola. YouTube. Web.
The Coca-Cola Company. (2020). A History of Coca-Cola Advertising Slogans. Web.
The Coca-Cola Company. (2022). Coca-Cola beverages Africa in Kenya. Google. Web.