Coca-Cola blends total-market and targeted programs

This event report outlines how Coca-Cola addressed cultural differences by blending a total-market strategy with specific targeted marketing activities.

Coca-Cola blends total-market and targeted programs

Geoffrey PrecourtWarc

When a marketer with more than 3,500 different products distributed in more than 200 countries weighs in on the topic of multicultural marketing, "There are unique cultural differences within and across segments that you just can't reach with a traditional, one-size-fits-all approach," Lauventria Robinson, Coca-Cola North America VP/Multicultural Marketing, told the Association of National Advertisers' (ANA) 2015 Multicultural and Diversity Conference.

"And so we continue to do specific targeted marketing activities."

It's a spin on total marketing that may be necessary for marketing enterprises whose variety of product offerings demand flexibility....

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