Coca-cola Introduction Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines internationally. The coca-cola company head office is situated in Atlanta, Georgia and is often recognised as coke. It was invented by Dr John S Pemberton. The company claims that the drink is sold in more than two hundred countries.
Further, it follows an analysis of the product in relation to the marketing mix theory and concepts. Thereby the focus is on the product, price and promotion. In conducting this report only secondary research methodologies were used implementing resources such as using books and websites.
In relation to the product life cycle it is evident that Coca-Cola Life is currently in the growth stage as it continues to increase sales. It is obvious that the product is within the category of non-durable goods. Compared to indirect competitors the price is set in the upper margin.
With regard to the promotion of Coca-Cola Life the Coca-Cola Company uses different ways to communicate the product whereby campaigns that wake emotions are currently at a premium. Evaluation of this product lead to the following recommendations: A weakness was identified in the ingredients.
It is recommended that the ingredients should be mostly organic and the sugar should be completely removed in order to satisfy customer needs and wants. Special attention should be paid to the recycling system. It is recommended that the company target itself on reusable packaging instead of one-way drink packaging.
Recommendations have been made to suggest that a more sustainable view of Coca-Cola Life and its environment could potentially increase market share and future profits. The purpose of the report is to deliver a marketing analysis of the product Coca Cola Life Coke Lifebased on a print ad.
This report also aims to develop innovative recommendations to help to improve the marketing strategy for Coke Life by using various marketing theories.
In addition this report is limited by the available timeframe and the fact that not all company information was made available for the product Coke Life. Therefore the marketing theory has been implemented and assumptions have been made on the basis of this report.
Further this report includes recommendations to improve the product offering and the communication of the offering. According to Table 1 the product can be bought at nearly every shop and supermarket in various countries all over the world.
Facts about the product Coca Cola Life illustration not visible in this excerpt Source: Consequently people who are more aware about health can be attracted. MarketLine ; Bhasin n. Appropriate strategies were derived from the SWOT analysis to reduce the most important weaknesses and risks, such as product recalls and poor water quality and to profit from the strengths and chances, like brand equity and supply chain improvement Solomon et al.
Above all, it is designed for those who would like to drink a reduced calorie Coke with a sweetener of natural origin. These include inter alia persons with a hectic daily routine those are very concerned about naturalness and sustainability The Coca-Cola Company ; Spaeth Layers of the product Coca Cola Life Sources: Journey Redaktion ; Davis n.
As Coke Life provides a benefit over a short time it is part of non-durable goods. Moreover, consumers who buy Coke Life are obviously purchasing a convenience product, as customers just spend a little effort on the purchase decision, the product is frequently purchased and widely available Solomon et al.
Coke Life was launched into the market in Argentina and Chile in BCG Matrix in the Marketing strategy of Coca Cola. Coca Cola’s trademark brand occupies a different position in BCG matrix based on the demand & competitive position.
Thumps-up, Sprite, Fanta & Maaza are Stars as these brands have high market share but high competition in their respective segment. Kinley is question mark reason being low sales. Product Strategy: Coca-Cola is ranked among the highest quality beverage brands in the world.
Through these personal selling techniques, the sales force induces the target consumers to purchase Coca-Cola instead of other soft drinks on their festivals and fairs.
Marketing Objectives: The Coca-Cola Company always formulates its marketing. The Coca‑Cola Company has always been a creator of refreshing beverage brands. Today, our expansive portfolio includes more than brands, including sparkling beverages, juices and juice drinks, coffee, tea, sports drinks, water, value‑added dairy, energy and enhanced hydration drinks.
This article represents a critical analysis of marketing communications materials used by Coca-Cola Company, a global beverage manufacturer and retailer based in Georgia, United States.
The Coca Cola Company is a global manufacturer, marketers and seller of non-alcoholic beverages and syrups based. Global reach and objectives of Coca Cola. Print Reference this. Published: 23rd March, Last Edited: which were the Asian countries. After Coca Cola and Pepsi became quite famous in USA and the UK, the next focus came upon countries like India, China and Japan.
The new marketing strategy of Coca Cola included sales increase in these. For Coca-Cola and Pepsi, restructuring is a relevant act to ensure that they still are able to meet the demands of the market and that of their valued consumers. One of the objectives of restructuring projects is to determine the best processes in which the work can be completed.