Coca-Cola has no specific target market, according to MarketMixx.com. Most of the target marketing is geared towards young people, but some advertising is tailored for older people.
The company has set certain limitations when it comes to target marketing. Coca-Cola targets mostly people who are 12 years old or older. According to Coca-Cola, the company is reducing the amount of advertising that targets children who are younger than 12. The company indicates that it avoids buying advertising that markets to an audience ratio that is more than 35 percent under the age of 12.
According to the company's marketing statement, Coca-Cola is promoting responsible marketing strategies by avoiding extensive advertising to children and disclosing nutritional information of all Coke products to parents in order to allow them to decide what their children should drink. This change in advertising strategy pertains to all media outlets. Coca-Cola is trying to promote a health-conscious image, such as its water brands like Dasani and Smart Water.
According to the New York Times, Coca-Cola is also trying to target health-conscious consumers. More of Coca-Cola's advertising also targets affluent, young people with products like Coca-Cola Life. Coca-Cola's products and marketing campaigns are also targeting international audiences.