Soft Drinks, Research Paper Example

Promotion Strategies for Soft Drinks

The soft beverages industry has embraced progress and development for the past years of its existence in the market. Notably, it could be realized that somehow, what makes Soft Drinks specifically exceptional is that of the fact that it embraces promotional strategies fully to be able to get the attention of the market sector it hopes to affect. Relatively, Soft Drink producing companies consider three primary strategies as they try to manifest a distinct impact on the market they hope to offer their products to. These strategies include:

Use of Demographics 

This unique approach involves considering the people targeted and intended to buy the products from Coca Cola. Notably, teenagers below the age of 11 and 22 are mostly the ones who consume soft beverages and sodas. Given the chance to choose their own beverages and buy for their own, these individuals are likely the ones to be targeted when the approach on appeal to demographic is used to promote the soft drinks.

In most cases, the adverts use young and energetic teenagers, often shown to have motivation and inspiration due to the intake of soft drink. As result, this serves as an invitation punch line to the teenagers to take sodas in order to become active and cool.

Addressing current issues

In order to ensure most people are buying the drinks, the manufacturers must also be aware of the people’s interest. One of the best approaches is to pay attention to issues that are associated with soft drinks such as their effects on the health of users. In the case of Coca Cola it has tried to respond to allegations that their products are a major contributor of obesity among teenagers. Responding to such allegations makes ensures that such an issue is discredited through studies and research. This helps to change the minds and perception of those who have issues about drinking soft drinks.

Use of popular artists  

The soft drinks industry can use popular artists such as Beyonce, among others to promote the product is a very popular approach of marketing. In this industry, such a condition of marketing works so much and attracts huge following from the public. It makes them know that soft drinks are very common among popular individuals such as artists.

Generally, the success of soft drink manufacturers in marketing their product to the people depend on how the companies get themselves set on the target population that can buy their products. In their effort to catch the attention of the people, the company explores different options that could get the interest of people towards the product. Relatively, owing to the different marketing options, the industry manages to expand the market sector where their effects can be felt (Kerin, 2012). Considerably, this approach enables them to increase sales despite facing stiff competition from rival industries producing same products. Competition with other soft drinks is heightened; the differential marketing approaches that the soft drink industry takes into account entails to help organizations regain their status in the industry amidst the competition against alternative products.

References

Kerin, Roger A. (2012). Marketing: The Core. McGaw-Hill Ryerson. p. 31.

Kotler, Armstrong, Philip, Gary. Principles of Marketing. pearson education.

Hochbaum, E. Moreno-Centeno, P. Yelland, and R.A. Catena. Rating Customers According to Their Promptness to Adopt New Products, Operations Research 59(5): 1171-1183, 2011.