Marketing Mixes For Coca Cola Marketing Essay

Marketing Mixes For coca plant low-down Marketing examineSustainable emulous return is the focal point of a incorporated system. It allows the maintenance and rectifyment of an enterprises competitive position in the food commercialise.It is an advantage that enables line of work to survive against its competition over a long period of sentence. A competitive advantage is an advantage over competitors gained by offering consumers great value, either by means of lower equipment casualtys or by providing great benefits and utility that justifies higher(prenominal) prices. Porter identified two basic types of competitive advantage and m one(a)tary value advantage. See (Appendix 1). When an brass instrument introduces a harvest-festival into a commercialize they mustiness consider who is the harvest-tide aimed at, what benefit testament clients expect, how does the faithful plan to position the product within the market and what oppositeial advantage go forth the product offer over their competitors. Kotler suggested that a product should be viewed in three directs, see (Appendix 2)The concept of the products life-time calendar regularity is grow in the fact that technology and consumer insights take time to adapt to novel products and argon always changing. As such, when a new product is introduced, it takes few time to be widely accepted, at which point its trades and revenues pull up stakes begin to grow. This will attract other competitors into the market, ca map the market to mature. Finally, the market will saturate and decline as companies begin to introduce the bordering product, and consumers switch to that product. See coca plant gage product life cycle in (Appendix 3) coca locoweed the market leader in providing contrary soft drink products like coca plant pinhead, sustenance hundred, Fanta etc. in that respect are no competitors in this sector. There grave image makes the organisation more strong. coca plant Cola is providing considerably taste, quality products with qualified faculty, good atmosphere and hygienic environment. They are specialised in soft and effervescent drinks. They commence created good image in guests mind, their image is reputable and reliable, which took them old age to build and it has been one of the most popular soft drinks available. Their brand and logotype are never mis taken, which is why consumers feel comfortable in buy coca-Cola products. coca Cola substructure market too many diametrical segments. For example, coca Cola pot market to teenagers much easier than older people. dissemination in selling acts definitively to attract customers convenience therefore the administration of diffusion of an organisation can show the key ability for the organisation. both types of channel of distribution methods are available. Indirect distribution involves distributing product by the consumption of an intermediary. right away distribution involves distributing direct from a manufacturer to the consumer. diffusion is beneath the group of place and therefore organisations build-up an accurate distribution method so that its considerably accessible to the customers and it can improve possible sales events for an organisation. See Coca Cola distribution channels in (Appendix 4). The Coca Cola party shits its products by bottling and canning operations. The distributors reached the Coca Cola to the wholesalers and the wholesalers reached it to retailers, and at destination the customers buy Coca Cola from retailer shop. If Coca Cola does non work on its distribution operate and Coca Cola bottlefuls are just accessible at their factories then consumers might not be enthusiastic to get them. Its more suitable for the consumer to purchase Coca Cola from a close by retailer as compared to getting it from factory. thence distribution system of an organisation can be both its flunk and strength. Companies make sure th e approachability of their products at retailer shops and stores where customers can easily purchase it. unrivaled of the aspects in the selling prance is pricing. This part of the 7 Ps are the one creating revenue and which is also why it is important that an organisation chooses the correct price. Pricing is one of the most important elements of the Coca Cola merchandising mix, which generates a turnover for them. Coca Cola can adopt a number of pricing strategies. The pricing strategies are ground much on what objectives the caller-out has set itself to achieve, see (Appendix 5).Due to the availability of wide range products the pricing is done according to the market and geographic segment. Each sub-brand of coca gage has incompatible pricing strategy. Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to Coca Cola. The first amour that the Coca-Cola Company must do is select the pricing objective they intrust will be most effecti ve in distributing their brand to consumers. Coca-Cola use market-skimming pricing to do this. They use marketing-skimming as there is a capable number of buyers that break a high current demand, also Coca Cola sets an initial high price and then slowly lowers the price to make the product available to a wider market. Coca Cola Company has adopted penetration pricing strategy as they want to pick out maximum share of the market by maximum profit. Coca Cola use discount pricing, where their products are often market down during sale periods and special occasions. Also Coca Cola use competitor pricing, where to examine the competition pricing, their products pricing are set around the same level as it competitors. progression being a feature of marketing mix consists of communication among the consumer and supplier of that product. Promotional activities are important factor because, these activities are performed in order to awake and aware the consumers about the product and it spinning top personal interchange, adverting, publication relations, sales packaging, direct marketing etc.An advertising, for warrant benefactors a buyer to get to know about the confederation and it is products, this can be done by bill boards, banners or posters. The benefit of advertisement is that it informs people about different products and assists, their utilities, cost and other requirements. The disadvantage is cost because advertising is more expansive.Personal selling is where businesses use people to sell the product after meeting face-to-face with the customer. Personal selling is one of the ways to keep good customers relationships, but this method is expensive.Sales procession directly stimulates sales. It includes trade shows, contests, games ect. The advantage is that sales promotion can help companies to provide right information to customers, also it encourage repeat purchases and customer loyalty, but the advantages are that it increase price sensitivi ty and it is generally for a short durationPublic relations cultivate an important graphic symbol in promotion. It can be used to create a good image of the company for example magazines, TV or radio etc. PR is inexpensiveness of the cost, but it is hard to predict about the responses and it increase the risk.Direct marketing is where a company selling their products directly to people such as fliers or street advertising. It allow to address specific customer and it can be measureable, but it is hard to get as spry of an trespass when using direct marketing and it can be quite expansive.Coca Cola use many methods of advertisement and the company spends a significant amount of money in order to be seen on billboards, radio, magazines, television, and on the internet. Coca cola adopts a range of advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour and in the main targeting value based advertising. The C oca cola Company uses advertising as its main source of increasing consumer awareness. It mainly uses the television this source allows the companys products to reach a large audience. Coca Cola also uses the radio as another source of advertisement and this is a cheaper source then TV. They also use personal selling. The company has a highly trained sales team, which acts as a representative of the company to the retailers. This strategy helps to maintain service and product loyalty.Marketing mix has three additional elements People, Process and Physical EvidencePeople are one of the elements of service marketing mix. People define a service. This refers to the people who are in direct contact with the customer such as staff. One of the crucial parts in selling a product is the staff and its service as lot of people rely on a good service before buying a product. Example, the employees in Coca Cola Company have a standard uniform. The company in particular focuses on friendly and prompt service to its customers from their employees. The employees are part time workers and full time workers.The process of the product is essential in marketing. This determines the potency of the product to supply the demand of the consumers. The process at Coca Cola Company is transparent and hidden (the whole process is not panoptic to the customers). Coca Cola has a number of processes which is involves bottling and labelling solutions. The most important full point that Coca Cola consider is control of the company to get products at the agreed time and good quality, and the last step they consider is, the selling of beverage for target customers of distributors.Physical evidence This is an important part where consumers will base their decisions based on the service which in conspicuous. Companies physical evidence is support by signs, symbols and artefacts of the business itself. Examples of this would be the signage in Coca Cola which reassures the consumer through br anding.Coca Cola Company is focusing on target market when it markets a product it mainly consider on demographic and physiographic segmentations where demographic segment before it markets it identify the consumer groups in age, sex, education, race, and occupation, and in physiographic it divides the market into different levels as lower class, middle class, and upper class to identify their customers. Coca Cola segments different ages. The company focus on whole race in the world, but young generation is the target marketed of the company. Also Coca Cola segments different income levels by packing. For small income people it has small returnable glass bottle, for middle people it has small non returnable bottle and for higher income people it has change state Tin.Marketing mix for Diet CokeCoca Cola developed a new product. This product is a regimen drink by the name of Diet Coke. They have designed the marketing mix of product which is in detail belowProduct Diet Coke is a p recise fresh and tasty diet drink. This new and fresh drink is made to provide the consumers with energetic feel with taste as well. Diet Coke is available in different sizes of which mark from 330ml 2L bottle. This drink is mainly for the female teenagers from age 16 24. terms Price of Diet Coke is very reasonable as compared to its study competitors. Its 330ml bottle is for 65p and 2L bottle is for 1.98 in Tesco.Place placement has an important role to play in the products success and failure. That is why the company makes sure that the Diet Coke is place in such a way in market that its in reach of every customer. They have very strong distribution channel and their product is available on maximum stores in the city.Promotion For a product of such high standards like Diet Coke it requires good promotional activities. For this purpose the Coca Cola Company have chosen following promotional tools for advertisement the company have use different types of media like television, n ewspaper, magazines, internet and radio.There are some characteristics to a service such as lack of ownership, intangibility and inseparability. Each of these taken into account when marketing a service, see (Appendix 6).A product is something which is plain where as a service is intangible. A product is much easier than the service because after marketing and selling a product there is something tangible to be seen by the customers for they are satisfaction but in services they cannot because its intangible. Basically, the marketing of product is particularly focused on 4Ps in marketing mix namely product, price, place, and promotion. The Coca Cola Company analyse the major demand of their customers in order to find out a product that can respond the market demand.Firstly, Coca Cola Company focuses on the strength as well as eliminates the vulnerabilities of marketed products in order to improve products to meet customers demand as much as possible. Secondly, they focus on the pri cing factor in product marketing because the price must be set to match with the purchasing power of a target group. The Coca Cola know the nature price of selling products. Thirdly, the Coca Cola focus on place because place of product marketing refers to distribution channels to deliver and sell the product to customers. Lastly, they create the promotion on the product in order to persuade customers and motivate the sale in a short term.On the other hand, a service is the action that provide for customers. The service marketing is generally use 7Ps which is prolonged from 4Ps by adding people, process and physical evidence. It is important for any service constancy to employ appropriate staffs or people. Employing and training of staffs have good impact that is why the Coca Cola Company gives training to their staffs because most of customers will judge the quality of their service from staffs. Therefore, Coca Cola employ staffs that have good and interpersonal skills.The essay shows that marketing mix (4Ps and 7Ps) is a very important aspect of creating marketing strategy, also it is essential for a company to implement their marketing concept successfully. The Coca Cola Company develops their product or service to meet the customers needs and wants then they seem into find out how their consumer going to receive the product and they consider direct or confirmatory channels of distribution. The Coca Cola Company will decide a price for their products that ensures a profit. Finally, they promote their product by using different advertising methods to attract customers.