Coca-Cola Marketing Mix The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 3300 products, and many different ways of advertising all those products. But because of this Coca cola is the brand with the highest brand equity. The 4 P’s of Marketing: Product, Price, Place and Promotion Product This company has the widest range of beverages of 3300 products. The Beverages are divided into many groups with individual products in these groups, these are; diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea, coffee and more.
Coca cola is the No. 1 brand in sparkling beverages, juice, and retail packaged water. Coca cola has its market presence around 200 countries. Coca cola’s other brands are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea and more. Price Because of the availability of the many different products the pricing is done according to the market and geographic segment. Each different brand of Coca Cola has different pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the main competitor to coke.
Beverage market is said to be an oligopoly market (few sellers and large buyers), that’s why they form into cartel contract to ensure a mutual balance in pricing between the sellers. Place Coca cola is the world’s most favourite brand and is available all over the world. Selling in mostly everywhere in the world, you can find all the favourite different brands of Coca Cola in every big chain super market and in most little shops like corner shops. Promotion Coca cola uses various advertising and promotional strategies to create an increased demand in the market.
They do this by associating Coca Cola with life style and behaviour and mainly targeting value based advertising. You are more likely to see a coke ad being for a particular festival or in with a general positive message. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include “Support my school” campaign with NDTV. It allows price discounts and allowances to distributors and retailers in order to push more products into the market.
It employs both push strategy through promotions and pull strategy through advertisements and campaigns. Also uses children in many adverts to get children interested in their products too. One of their most successful promotion idea was with farther Christmas, before coca cola St. Nick was wearing green but because of coca cola he is now the fat jolly guy wearing red that we all know now. Coca Cola targeted the most loved worldwide celebrated day of the year and tuned that day’s idol into something they created and will always be a big promoting point to them.
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