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Coca-Cola Marketing Strategies

Autor:   •  November 29, 2011  •  Case Study  •  1,661 Words (7 Pages)  •  2,102 Views

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Coca-Cola Marketing Strategies


In order for an organization to be successful it needs to have a well-defined marketing mix. The marketing mix consists of the four P’s; product, place, price, promotion . Product is defined as “everything, both favorable and unfavorable, that a person receives in exchange”. The Coca-Cola Company’s products consist of beverage concentrates and syrups, with the main product being the finished beverages . Coca-Cola’s products can be viewed as both business and consumer products. Ultimately, the main goal of the Coca-Cola Company’s is to satisfy a consumer’s personal want, which is the definition of consumer products . The type of consumer product the Coca-Cola Company creates is convenience product. Convenience products normally require a wide distribution in order to sell sufficient quantities to meet profit goals . In addition, the Coca-Cola Company often pays a certain amount to retail stores to resell their product. Therefore the Coca-Cola Company products can be considered a business product.

The Coca-Cola Company has a fairly large product mix which contains about 400 brands, including diet and light beverages, waters, juice and juice drinks, teas, coffees, energy, and sports drinks . The Coca-Cola Company has increased its product mix width since 1960. This enabled the Coca-Cola Company to spread risk across many product lines rather than depend only on one and to help generate sales and boost profits within its organization . The Coca-Cola Company also packages its products different sizes to appeal to certain consumers . For example, Diet Coke is available in twelve-ounce or even six-ounce cans and various plastic containers, ranging from two liters to twenty ounces.

The Coca-Cola Company has increased its product mix by product line extensions as well as creating new products. The Coca-Cola Company has extended its product line by introducing a variety of drinks . These include Vanilla Coke, Cherry Coke, Cherry Vanilla Coke, Coke Plus and many more to attempt to meet the needs of all of its’ consumers. The Coca-Cola Company also increases its product mix and broadens its market by the innovation of new juice and sport drink products . This fairly large product mix enables the Coca-Cola Company to satisfy the needs of their consumers’ thirst, whatever it may be. This type of product mix allows the Coca-Cola Company to achieve its mission statement in which it states that it wants to “refresh the world”.


Another crucial part of the marketing mix is place and distribution of an organizations product. Place and distribution strategies are “concerned with making products available when and where customers want them”. The Coca-Cola Company states in its mission statement that it wants to offer its products


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