Running head: CONSTRUCTING EFFECTIVE MESSAGES CONSTRUCTING EFFECTIVE MESSAGES Constructing Effective Messages Daniel Jacobson COM/295 Alex Luna September 01, 2016 Constructing Effective Business Messages Several products and services are produced around the globe on a daily basis and need proper marketing procedures as well as strategic positioning to ensure that these products reach the intended audience and the targeted market on time. This piece of work presents a deep analysis of coca cola products, their characteristics, worth, the targeted audience as well as the approaches used by the company to establish the credibility of the products in its diversified markets. The Coca-Cola Products and Characteristics America is known for several products sold in domestic markets as well as the overseas markets. The products range from ranging from household goods and food products to electronic appliances such as the Apple smartphones. One of the best known American products is the coca cola soft drinks that are sold in more than 200 countries around the globe. It is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world. Coca cola comes in several brands which are appealing to different customers and attracts the attention of these customers from across the globe. The features of this product are distinct from variation in brands. For instance, sprites the world's leading lemon-lime flavored soft drink, sold in more than 190 countries and ranks as the number three soft drink world over; Fanta is the second oldest brand of The Coca-Cola Company and the second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million times every day around the world, consumers love Fanta for its great, fruity taste. Other coca cola brands like Pure, crisp Dasani delivers fresh taste with a clean, fresh style. Dasani Drops is the vibrant and delicious drop that transforms everyday moments into something deliciously fun, unexpected and colorful day. While Minute Maid has been making juice for more than 60 years and has a heritage of nutrition, innovation, and quality that makes it more appealing to customers as it is rich in nutrients and taste (Weber, Story, & Harnack, 2006). The Worth of Coca-Cola The worth of a product is considered in several facets. According to J. F Kapferer, there are six pillars to be considered in establishing whether or not a product is worthwhile. These constitute the Kemferer's brand identity prism with six faces namely: the physique, personality appeal, culture, relationship, reflection, and self-image. Coke, for instance, has strong words that are associated with its brands that evoke a strong response from customers whenever the brands are mentioned. T ...

1. Running head: CONSTRUCTING EFFECTIVE MESSAGES
CONSTRUCTING EFFECTIVE MESSAGES
Constructing Effective Messages
Daniel Jacobson
COM/295
Alex Luna
September 01, 2016
Constructing Effective Business Messages
Several products and services are produced around the globe on
a daily basis and need proper marketing procedures as well as
strategic positioning to ensure that these products reach the
intended audience and the targeted market on time. This piece
of work presents a deep analysis of coca cola products, their
characteristics, worth, the targeted audience as well as the
approaches used by the company to establish the credibility of
the products in its diversified markets.
The Coca-Cola Products and Characteristics
America is known for several products sold in domestic markets

2. as well as the overseas markets. The products range from
ranging from household goods and food products to electronic
appliances such as the Apple smartphones. One of the best
known American products is the coca cola soft drinks that are
sold in more than 200 countries around the globe. It is the most
popular and biggest-selling soft drink in history, as well as one
of the most recognizable brands in the world. Coca cola comes
in several brands which are appealing to different customers and
attracts the attention of these customers from across the globe.
The features of this product are distinct from variation in
brands. For instance, sprites the world's leading lemon-lime
flavored soft drink, sold in more than 190 countries and ranks
as the number three soft drink world over; Fanta is the second
oldest brand of The Coca-Cola Company and the second largest
brand outside the US. Fanta Orange is the leading flavor but
almost every fruit grown is available as a Fanta flavor
somewhere. Consumed more than 130 million times every day
around the world, consumers love Fanta for its great, fruity
taste. Other coca cola brands like Pure, crisp Dasani delivers
fresh taste with a clean, fresh style. Dasani Drops is the vibrant
and delicious drop that transforms everyday moments into
something deliciously fun, unexpected and colorful day. While
Minute Maid has been making juice for more than 60 years and
has a heritage of nutrition, innovation, and quality that makes it
more appealing to customers as it is rich in nutrients and taste
(Weber, Story, & Harnack, 2006).
The Worth of Coca-Cola
The worth of a product is considered in several facets.
According to J. F Kapferer, there are six pillars to be considered
in establishing whether or not a product is worthwhile. These
constitute the Kemferer's brand identity prism with six faces
namely: the physique, personality appeal, culture, relationship,
reflection, and self-image. Coke, for instance, has strong words
that are associated with its brands that evoke a strong response
from customers whenever the brands are mentioned. The typical
example is the phrase on Sprite Bottles "Obey your Thirst"

3. which has strong appeal to showing concern for yourself.
Similarly, the company has also established a unique character
in which they associate with the community in several ways like
sports and charity. Moreover, Coke is a nice drink for
refreshment and entertainment, especially after dinner
(Kapferer, 2004).
Coca-Cola also has a strong relationship with its customers
through series of its strategies that make it appealing to the
clients, for instance, the Share a Coke program that makes
people reunite with the love ones and foster unity among family
members and communities. Another aspect of worth is
established through reflection. This is achieved by associating
the brand with celebrities that make the brand appealing to
several people. The last aspect of worth is drawn from a self
image. This involves the perception and attitude associated with
a particular brand. Coca-cola being an international brand draws
attention on this basis as it makes people feel associated with
dignitaries, celebrities and all sorts of top-class personalities
across the world.
Audience Profile and Worth
Segmentation enables the coca cola company to define the
appropriate products for different kind of customers. Coca-Cola
doesn't target a specific segment but adapts its marketing
strategy by developing new products with a focus on the
following key areas. Age for instance, Coke does not have a
specific target and is addressed to everyone.
Coca-Colas primary consumers are between the ages of 12-30
years old ; although there is no specific product or
communication for ages less than 12 or more than 30, the brand
still continues to reaching them, through partnerships. Places
like restaurants, fast-food establishments like McDonalds, or
thanks to its value among consumers. So, the core target
audience of Coca-Cola is everyone. Their targeting is not based
on gender, but the results show that both genders like this
product and use it almost 50/50. Coca-Cola considers each
customer as a target and a potential consumer. All age groups

4. are being targeted, but the most potential is the age group from
18-25 that covers around 40% of total age segments. Lifestyle is
another factor and coke targets no specific lifestyle but more
and more busy lifestyle and mobile generation. The youth is
considered to be the most important part of Coke's consumers.
As concerning occupation, no trade is targeted, but
consumers are mainly students and family oriented people. It is
worth noting that Coke uses fun, joy, and entertainment which
makes the product appealing and loving by the targeted clients.
There are several habits exhibited by Coke loyalists in different
age brackets and lifestyle. For instance, the young target
audience of the brand loves media exposure, on the other hand,
mobile generation & social media is part of daily life. Coca-
Cola has strategically positioned itself within the world soft
drink market. It faces a vital question: does it have to keep the
same positioning or to adapt according to the 200 countries
where the brand sells its products. The brand has understood
this principle while ago: "think global, act locally." Coca is thus
willing to keep the same core product which is coke, but it
adapts the offer to local needs (Story, 2007). They use strategic
positioning to have the same image all around the world, which
is a success because it is perceived today as a part of daily life
everywhere. This perception of the brand by the consumer leads
to a high degree of loyalty and makes the purchasing decision
more automatic. Coca-Cola has been successful by using Unique
Selling proposition as "Live the Coke side of life", related to
joy and happiness. Consumers associate this brand with these
emotions. When the name of Coke is mentioned, the first thing
that comes to mind is fun and entertainment.
Establishing Credibility
Coca-Cola has made its products appealing all over the
world by having unique brands that are appealing and have
impressive writings on them that make customers rely on them.
The branding system adopted by Coca-cola is straightforward

5. and easy to remember that makes clients more comfortable with
them. The brands win loyalty which then wins the confidence
of the clients on the preference of Coke brands to any other soft
drink. This normally calls for four key factors namely: brand
identity, brand meaning, brand responses and finally brand
relationships. Brand identity is closely associated with brand
salience which is the degree of awareness of a brand of a
particular product as well as the reactions evoked by the brand
to the customer in different situations (Ustjanauskas, Harris, &
Schwartz, 2013). Coke has unique brands without substitutes
which make the customers so salient to coke products. Besides,
the use of strong brand meaning is another approach that coca
cola uses to establish credibility. In this context, coke uses clear
images with lasting impressions in the mind of the customers by
use of imagery and performance or description of the effect of
taking a sip of coke refreshments.
Credibility is also created through the establishment of strong
brand relationship which focuses on the manner in which the
clients or customers consider the brand as part and parcel of
their being. This normally involves such aspects like building
strong brand resonance which will ensure that customers
consider themselves as part of the product. Coca-Cola enhances
brand resonance through activities like organizing and
sponsoring sporting activities like soccer matches, and
distribution printed coca cola kits, caps, and other materials.
This in itself has led to behavioral loyalty which makes
customers show repeated buying behaviors due to conviction on
the brand. Moreover, this has also enhanced attitudinal
attachment to the coke brands since people who spot various
coke products feel part of the coke products (Speers, Harris, &
Schwartz, 2011). Finally, through Corporate Social
Responsibility, coke has won the hearts of many people who
consider and perceive coke and its products as the best products
for the community since the company is mindful of common
development.

6. References
Kapferer, J. N., (2004). The New Strategic Brand Management
(Creating and Sustaining Brand Equity Long Term), (3rd
ed.). Kogan Page, London, U.K
Speers, S., Harris, J., & Schwartz, M. (2011). Child and
adolescent exposure to food and beverage brand appearances
during prime-time television programming. American Journal
of Preventive Medicine, 41(3), 291-296.
Story, L. (2007, December 9). So that’s why they drink Coke on
TV. The New York Times. Retrieved from
http://www.nytimes.com/2007/12/09/business/media/09maker.ht
ml
Ustjanauskas, A.E., Harris, J.L. & Schwartz, M.B. (2013, July
2). Food and beverage advertising on children's web sites.
Pediatric Obesity. Retrieved from
http://onlinelibrary.wiley.com/doi/10.1111/j.2047-
6310.2013.00185.x/full
Weber, K., Story, M. & Harnack, L. (2006). Internet food
marketing strategies aimed at children and adolescents: A
content analysis of food and beverage brand web sites. Journal
of the American Dietetic Association, 106, 1463-1466.
Running head: MEMO: DEVELOPING PERSUASIVE
BUSINESS MESSAGES PART II 1
Memo: Developing Persuasive Business Messages Part ii

7. Memo: Developing Persuasive Business Messages Part II
Daniel Jacobson
COM/295
Alex Luna
September 08, 2016
FROM: Daniel Jacobson
TO: Company officers
REF: Proposal advocating for the launch of a new product or
service to the company president
Any business desires to launch new products or services since
this is one of the best ways of measuring growth or success in a
company. Our company is not an exception, and there is,
therefore, every need to launch a new product. The company
will invest in a new soft drink with the primary aim of
leveraging on its market and increasing its sales and revenues.
The market for soft drinks is increasing with every dawn, and it
would only be prudent to add a product that would leverage on
the new market. This will ultimately increase the sales of the
company and further aid in the growth and success of the
company both soon and in the distant future.
One of the primary advantages of investing or launching a new
product emanates out of the fact that it may be able to capture a
new market based on the preferences of the individuals.
Looking for instance at Coca-cola, it has invested in a broad
array of products which has aided and fostered its growth and

8. success based on the fact that there is a distinct taste or
preference for every individual.
The new product in our company should, therefore, be able to
capture a new distinct taste or preference to capture a different
category of customers that had not been caught before
(Butterfield, 2012). This would not only enable the company to
increase its market share, but it might also go a long way in
satisfying the needs of some customers or consumers that had
not been captured before and thereby opening a new angle of
customers which obviously a plus for the company.
The other advantage that might be brought about by the same is
the fact that the new product may capture a new age group that
had not been covered before. Every product has its distinct
category of customers based on the age. Therefore launching a
new product to capture an age group that had not been
addressed before is obviously a plus for the company and would
go a long way in increasing the number of customers and also
the loyalty of the customers towards the company.
The other advantage that may be brought about by the launch of
the new product is the fact that the new product may capture or
address a gap that had previously been the strength of a rival
company. This would, therefore, contribute positively to the
success of the company since it would not only have the
opportunity but also the space to fight off competition from its
competitors.
This is one of the most important objectives of any company
since every company likes or intends to capitalize on the
weaknesses of the rival company (Canavor, 2013). By therefore
leveraging or improving on the areas of weaknesses, the
company gives the competitors little or no room for taking
advantage which consequently adds to its strengths and thus
fostering its growth and success.
The other advantage of launching the new product will be
brought about by the fact that the company may capitalize on its
existing market by offering them something new to limit or
reduce the chances of boredom, which may be brought about by

9. the use of one product for a long or lengthy period. The
introduction of a new product may, therefore, break any
boredom that may have already started clinging in and thereby
aiding in the maintenance of the existing customers. This can go
a long way in fostering the success and the growth of the new
company and thus increase the success.
The other advantage emanates out of the fact that there is a
great potential for the growth of the international market since
the launch of a new product may capture a new international
market that had not been caught before and therefore a new
frontier market for the company. This will go a long way in
improving the success of the business and consequently scale its
growth internationally.
It will also be prudent for the company or business to launch the
new product since it would prove that the company or business
is innovative, and this underlines its objective and intentions for
innovation (Butterfield, 2012). It is always prudent for a
company to be innovative since this is one of the best ways of
addressing gaps that have not yet been addressed and also one
of the most efficient means of reaching the untapped customers
or clients.
Also, innovation creates a room where the company can
anticipate the future opportunities in a market and be able to tap
the opportunities on or before their competitors realize. This,
therefore, implies that they will always be ahead in the market,
and they will also be a leader in their field which consequently
spurs their growth and success.
Furthermore, this is one of the most effective ways of keeping
abreast with the demands of the new age and meeting them at
the required time which contributes a lot to not only keeping the
existing customers but also attracting new ones. Also, this is
also one of the most efficient ways of keeping and upholding
the confidence of the customers in a way that does not only
make them loyal to the products of the company but also
enables them to maintain tabs with any new developments in a
company.

10. Another advantage of launching the new product is born out of
the fact that it will give the company ample time to test the new
product in the market. Whereby it will receive reviews and
feedback regarding the products and consequently make it easier
to make any changes or adjustments as and when need be
(Cardon, 2015). This is one of the most effective ways of
ensuring that the company comes up with effective products that
is void of defaults and that which is tailored to the needs of the
customers.
Besides, a quick launch of the product also makes it difficult for
other rival companies to come up with the same product. By
inhibiting them from coming up with the same products, the
pioneer company that came up with the original product can
gain a significant share of the market before other rival
companies. This contributes significantly to both its sales and
revenue and thereby contributing immensely to both its success
and growth which is what every company desires.
In the last 12 months, for instance, the company has received
feedbacks from its customers regarding a need for a different
tasty brand and the launch of the new product would therefore
go a long way in meeting these demands and also making the
customers happy. Moreover, this would go a long way in
ensuring that the confidence of the customers towards the
business is maintained. The sales of soft drinks have tripled in
the last three years, and this is an affirmation that the growth of
the business and more so the industry is growing, so it would
only be prudent to launch a new product to capture the growing
market.
Despite the positives, it would be imperative to consider the
production costs which have increased in
the past two years, so it would be prudent to strike a balance
between the production costs and the different prices that will
set up for the new products (Cardon, 2015). It would also be
prudent to consider any other costs that may arise such as the

11. increase in the number of employees and the distribution costs
that may arise after the introduction of the new products.
Taking into considering these costs and other costs will go a
long way in enabling the company not to incur costs, which
would be detrimental to the growth of the company.
To help reduce these costs, it would be prudent for the company
to seek the cheap production procedures that will ensure that the
costs are reduced. Also, it would also be prudent for the
company to take into consideration the costs that were incurred
before the making of prices on the products which would
ultimately avert a future increase in the price.
I would kindly request you to take the above into consideration
and propose any additional suggestions that would ensure there
is a successful launch of the product and consequently spur the
growth and success of the business.
In conclusion, in case the product does not sell as expected, it
would be prudent to change the strategy. It would be prudent to
consider the digital channels for marketing the product such as
the use of the different social media sites. Finally, the cross-
cultural and multinational implications should also be taken into
consideration to avert any rejections by some cultural groups.
References
Butterfield, J. (2012). Written communication: Illustrated
course guides. New York, NY: Cengage Learning.
Canavor, N. (2013). Business writing for dummies. New York,
NY: John Wiley & Sons.
Cardon, P. (2015). Business communication: Developing leaders
for a networked world. New York, NY: McGraw-Hill Higher
Education.