Question

Coca-Cola have released a new drink called - The Banana Coke Drink. The benefit is it tastes like regular coke but has 40% potassium to give you more energy throughout the day (equivalent to a Red Bull). In order to launch this product in Australia, they have placed 'Happy vending machines' across all universities in all states for a period of 3 weeks.. The Happy vending machines will randomly spit out gifts with the Banana Coke logo, and other merchandise gifts. The idea is to stir 'a buzz'

Identify which method of promotion is being used here by Coca Cola and briefly outline what Coca Cola's target market may be in using this promotion.

Recommend one other promotion method that would help Coca Cola launch this product effectively and explain why

Answer 1

Promotion means to promote new products to the customers that is about to be launched in the market. The seller tries to attract the buyers to purchase their goods through promotion. There are various types of promotion.

In the above example coco cola is using sales promotion, by handing out free merchandise along with the coca cola to create a buzz. It is a limited time offer which will attract many consumers. The consumption of soft drinks is largely by people in the age group 18 to 35. By setting up vending machines it will attract students and college goers on a large scale.

The marketing technique that coca cola can adopt is advertising through newspapers and internet. Social media is used almost by everyone. By creating an attractive advertisement and posting it on various social media handles and letting them know about promotional offers will have a huge impact on the sale and successful launch of the product.