COCA-COLA

Coca-Cola Marketing Mix Strategy Report

Table of Contents

Discussion1

Background1

Critical Analysis2

Product2

Positioning3

Price3

Pricing Strategy3

Pricing methods4

Promotional Strategy4

Placement Strategy4

Recommendations5

Conclusion5

Coca-Cola Marketing Mix Strategy Report

Introduction

This report will discuss and critically analyze the Coca-Cola Company Marketing Mix strategy process. A giant company has come under the serious scrutiny by the investors when company has shown its inability to produce effective carry their marketing program Coca-Cola., 2013). The purpose of this report will be providing recommendations for Coca-Cola Company to increase the competitive advantage in the beverage industry through a better application of Marketing Mix. The purpose of the marketing mix is to allow company marketing sales program to focus on the subset of prospects that mostly likely to purchase different offering (Rister & Jones, 1998). If the company performs their action in this way then it helps to insure about highest return for company marketing expenditures. Marketing Mix is based on whether you are offering to different individual or business.

Discussion

Background

Coca-Cola is the famous and well known brand has a stand over more than a century. The company has the vast portfolio that is based on the beverages, teas, juice, waters and energy drinks which they sell all over the globe (Coca-Cola, 2013).

Main reason for choosing this brand because company has to play an important role in the international market where number of close competitors gives them tough time. According to study Coca-Cola are real and cool that differentiate this product from other competitors, but large network all over the world is one major competitive advantage for the company.

Critical Analysis

Marketing Mix is considered as the most important and crucial part for the process of marketing planning. This is determined where tactics of marketing products has determined. The four combinations of the marketing mix (product, place, price, promotion) have sets up the core business strategy (Ronald, 1999). Marketing mix is must be required to design for satisfying the wants for the target to the aim of achieving company marketing objectives (Moschis, 1994). The successful business has continuously monitored and changed their marketing mix according to changes required in internal and external business environment in order to maximizing the components of the marketing mix.

Now I am going to critically examine the each components of the marketing mix to identify where Coca-Cola Company has shown their lack.

Product

The core purpose of the product is what consumer actually buys to get the benefit from it. Giant beverage company Coca-Cola has a wider range of soft drinks. Consumer more prefers Coca-Cola due to it's goodwill in the market and having a higher standard of quality (Coca-Cola, 2013). The company has required too much working on their augmented products because these products will gives the extra benefits to customers. Since the soft drink has consuming with the amount all around the world, the augmented level is quite low.

Positioning

Once the company has decided that in which market segment they will enter to compete, it develops a clear picture for their target market to define clearly picture about product. It is the process of creation of brand image that hold ...